How can your business stand to gain from zero-click searches and feature heavy SERPs? I cover many tips on how you can use Structured Data to your advantage to create Rich Results and build a stronger, connected entity, win Featured Snippets to outrank competitors, properly track performance, and lots more.
5. Zero-Click-Searches
A searcher is satisfied directly on the SERP
either by Google or by the publisher
A searcher is dissatisfied by results and
ammends their query or exits Google
OR
20. This can be complicated…
Especially as an Enterprise-level website!
21. Special Problems to address:
CommunicatingTrafficandCTRlosstostakeholders
Largescalewebsiteswithmultipleuserintents
Highvolumeamountofpagestoanalyseandassess
Obtainingresourcesforimplementingimprovements
38. How to roll out Schema.org
across your domain
Efficiently, effectively, and by playing by the rules
39.
40. Rules to stick by
Always test whether Rich Results are worth it for your directories
Don‘t spam it around everywhere
Never markup content not on the page
Never be misleading on what you are representing
Don’t markup content that is dynamically injected / hidden by onclick
events
Use the most specific type available (e.g. Casino > local business)
Always validate code using structured data testing tool or rich results
test
41. • JavaScript based, but easy af
• Provided in one „blob“
• Supported by: Google, Bing, Yandex
• Google approved and recommended
• Writing requires: Basic JS syntax knowledge
• Easy to create your own templates
Use JSON-LD Syntax
46. Quick and easy Schema in bulk
4.UsingConcatenate,pushyourscrapedwebdataintoyour
placeholderblobsinbulk
47. <script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "NewsArticle",
"mainEntityOfPage": {
"@type": "WebPage",
"@id":
"https://www.izzismith.co.uk/blog/featured-
snippets-ftw/"
},
"headline": "Featured Snippets ftw",
"image": [
"https://www.izzismith.co.uk/blog/featured-
snippets-ftw.png"
],
"datePublished": "2019-08-18T08:00:00+08:00",
"author": {
"@type": "Person",
"name": "Izzi Smith" } }
</script>
Only really for static content! Always make sure changes are marked up
48. Feed the Knowledge Graph for
your benefit.
(and for the good of the web ecosystem…)
49. Video Game
Developed by
Who also voiced
Voice Cast
Who also created:
Sold by
Rated
9/10
Release date
28.10.2008
Price
By reviewer
$9.99
Playable on:
Genre:
Action Role-Playing
Certificate:
Mode:
Single Player