Slide deck to accompany a talk on 'Schema.org and the changing world of Rich Results' delivered by Geoff Kennedy at the first SEOEdinburgh Meetup on 26th Feb 2020 in Akva, Edinburgh.

1. Schema.org
Rich Results
and the changing world of
@GeoffKennedy

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6. ‘Schema.org Crawl Audit’
What does that mean?

10. A (very) quick recap...
What is Schema.org?

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13. Schema.org is the vocabulary. JSON-LD is the format.

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16. So, we just need to....
● Crawl the site
● Scrape the markup
● Apply ‘rules’ given
● Report pass/fail
Simple, yea?

17. It depends...

18. Which is the Source of ‘truth’?!?

19. Contradictions
● Missing required fields / but appears in SERPs
● No tool warnings / filtered from SERPs
● GSC warnings / but meets guidelines
● No schema markup / appears in SERPs

21. To add to our problems,
the landscape is changing daily...

22. ARGHF#$@&%*!!!
Google keeps changing everything!!!

23. ‘Decluttering’ of SERPs

24. Before:

25. After:

26. Or… position 0 becomes position 1

28. But not with all types
of rich results...

29. Chaos and confusion ensues.

30. De-optimising is
the new optimising.
(Maybe)

31. Featured snippet: FAQs:

32. Snippet Meta Tags
Proceed with caution: Best avoided:

33. When does optimisation,
Become manipulation?

38. https://www.care.com/c/en-nz/stories/6124/25-reasons-dogs-are-the-best-things-on-
earth/
https://www.care.com/c/stories/6124/25-reasons-dogs-are-the-best-things-on-earth/

39. What’s Google doing about it?

48. What happened to Gareth?

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Text

51. What does all this
mean for you?

52. Expect to see more extensive usage
More schema types:

53. Expect to see more extensive usage
Enhancements within types:

54. ...but also less usage
Depreciation of types:

55. ...but also less usage
Remember pagination markup?

56. It’s likely we’ll continue to get more reporting
But Google are reluctant to
commit to it...

57. Use the tools available…
… but don’t rely on them.

58. Keep up to date
with developments...

59. ...but assess everything
on a case by case basis.

60. Don’t treat implementation as static.
Implement
Monitor
Optimise
Repeat

61. Don’t underestimate Schema.org.
(Like I did)

62. @GeoffKennedy
Got any questions?
Email me at Geoff@Sitebulb.com
Or tweet me @GeoffKennedy
The End.