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@maxxeight
@maxxeight
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Person",
"name": "Max Prin",
...
@maxxeight
What’s New With Structured Data?
@maxxeight
Why implementing structured data?
@maxxeight
Structured Data = Rich Results
@maxxeight
1. Increase brand awareness
 Logo, Local business, Sitelinks
searchbox, Corporate contact, Social
profile
2. H...
@maxxeight
“…Google Search can surface content through […] cool
features […], which can enhance the user experience
and ge...
@maxxeight
Rich Results’ Impact
Performance Report – Search Appearance Filter
Specific rich results in filter:
• AMP artic...
@maxxeight
Vertical Page type Overall Rich Results
Website # 1 Retail PDP 1.8% 6.7%
Website # 2 Retail PDP 1.2% 7.4%
Websi...
@maxxeight
Rich Results’ Impact
”In Stock” rich results can improve CTR by 5-10%
“Out of stock” rich results can decrease ...
@maxxeight
What about “zero-click” SERP?
@maxxeight
What about “zero-click” SERP?
Goals:
Car rentals and rides
Not page views or CTR!
@maxxeight
Structured Data Testing Tool vs. Rich Results Testing
Tool
@maxxeight
Monitoring Structured Data in GSC
Rich Results Status Reports
@maxxeight
- Article
- Breadcrumb
- Book
- Carousel
- Corporate contact
- Course
- Critic review
- Dataset
- Employer rati...
@maxxeight
@maxxeight
“We don’t use Schema.org as a quality factor”
– John Mueller, Google
@maxxeight
@maxxeight
“We don’t use Schema.org as a quality factor”
– John Mueller, Google
“Schema can help us extract entities bette...
@maxxeight
63%
40%
22%
45%
Structured Data JSON-LD Microdata RDFa
youtube.com
9%
wikipedia.org
6%
quora.com
2%google.com
2...
@maxxeight
Featured Snippets & Schema.org
2016
@maxxeight
82%
56%
30%
57%
Structured Data JSON-LD Microdata RDFa
wikipedia.org
9%
mayoclinic.org
6%
webmd.com
4%
allrecip...
@maxxeight
2018
25%
2018
76%
2019
83%
2019
40%
2019
48%
2019
58%
Structured Data JSON-LD Microdata RDFa
Featured Snippets ...
@maxxeight
Voice Search (Google Assistant) Results
@maxxeight
Voice Search (Google Assistant) Results
@maxxeight
Voice Search (Google Assistant) Results
@maxxeight
Voice Search (Alexa) – Local Business Intents
@maxxeight
“Reusing” Structured Data
Identifying opportunities and problems
@maxxeight
Share these #SMXInsights on your social channels!
• Overall, structured data = higher CTR through rich results
...
@maxxeight
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What's New with Schema and Structured Data - Max Prin - SMX Advanced 2019

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What's New with Schema and Structured Data - Max Prin - SMX Advanced 2019

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What's New with Schema and Structured Data - Max Prin - SMX Advanced 2019

  1. 1. @maxxeight
  2. 2. @maxxeight <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Person", "name": "Max Prin", "url": "https://maxprin.com", "jobTitle": "Head of Technical SEO", "worksFor": "Merkle", "sameAs": [ "https://twitter.com/maxxeight", "https://www.linkedin.com/in/maxprin" ] } </script>
  3. 3. @maxxeight What’s New With Structured Data?
  4. 4. @maxxeight Why implementing structured data?
  5. 5. @maxxeight Structured Data = Rich Results
  6. 6. @maxxeight 1. Increase brand awareness  Logo, Local business, Sitelinks searchbox, Corporate contact, Social profile 2. Highlight content  Article, Breadcrumb, Event, Job, Q&A, Recipe, Review, Course, FAQ Page, Video, App, How-to 3. Highlight product information  Product Structured Data = Rich Results
  7. 7. @maxxeight “…Google Search can surface content through […] cool features […], which can enhance the user experience and get you more traffic.” “ leveraged event structured data and saw 100% increase in the typical YOY growth of traffic from search.”
  8. 8. @maxxeight Rich Results’ Impact Performance Report – Search Appearance Filter Specific rich results in filter: • AMP article • Event • FAQ • How-to • Q&A • Job listing • Job details
  9. 9. @maxxeight Vertical Page type Overall Rich Results Website # 1 Retail PDP 1.8% 6.7% Website # 2 Retail PDP 1.2% 7.4% Website # 3 Retail PDP 1.1% 4.9% Website # 6 Retail PDP 2.1% 3.4% Website # 5 Retail PDP 1.7% 0.7% Website # 4 Media Article 4.6% 4.9% Website # 7 Food Recipe 4.3% 8.0% Rich Results’ Impact Performance Report – Search Appearance Filter
  10. 10. @maxxeight Rich Results’ Impact ”In Stock” rich results can improve CTR by 5-10% “Out of stock” rich results can decrease CTR by 5-10% Price in rich results may improve CTR for cheaper items and decrease CTR for expensive items. Higher ratings improve CTR significantly
  11. 11. @maxxeight What about “zero-click” SERP?
  12. 12. @maxxeight What about “zero-click” SERP? Goals: Car rentals and rides Not page views or CTR!
  13. 13. @maxxeight Structured Data Testing Tool vs. Rich Results Testing Tool
  14. 14. @maxxeight Monitoring Structured Data in GSC Rich Results Status Reports
  15. 15. @maxxeight - Article - Breadcrumb - Book - Carousel - Corporate contact - Course - Critic review - Dataset - Employer rating - Event - Fact check - FAQ page - How-to - Job posting - Livestream - Local business - Logo - Media - Occupation - Product - Q&A page - Recipe - Review snippet - Sitelinks searchbox - Social profile - Software app - Speakable - Subscription content - Top places list - Video Schema.org vs. Google-supported Markups
  16. 16. @maxxeight
  17. 17. @maxxeight “We don’t use Schema.org as a quality factor” – John Mueller, Google
  18. 18. @maxxeight
  19. 19. @maxxeight “We don’t use Schema.org as a quality factor” – John Mueller, Google “Schema can help us extract entities better” – John Mueller, Google “Schema helps us understand the content on the page” – Gary Illyes, Google
  20. 20. @maxxeight 63% 40% 22% 45% Structured Data JSON-LD Microdata RDFa youtube.com 9% wikipedia.org 6% quora.com 2%google.com 2% Others 81% Top Ranking URLs & Schema.org Top 100K search queries (by search volume) [4/2019] ~21K URLs | ~6.4K Domains
  21. 21. @maxxeight Featured Snippets & Schema.org 2016
  22. 22. @maxxeight 82% 56% 30% 57% Structured Data JSON-LD Microdata RDFa wikipedia.org 9% mayoclinic.org 6% webmd.com 4% allrecipes.com 3% healthline.com 3% medicalnewstoday.com 2% youtube.com 2% Others 71% Featured Snippets & Schema.org Top 100K search queries (by search volume) with featured snippets [4/2019] ~37K URLs | ~8K Domains
  23. 23. @maxxeight 2018 25% 2018 76% 2019 83% 2019 40% 2019 48% 2019 58% Structured Data JSON-LD Microdata RDFa Featured Snippets & Schema.org Featured snippet URLs from 58 large online retailers [4/2019] ~25K URLs
  24. 24. @maxxeight Voice Search (Google Assistant) Results
  25. 25. @maxxeight Voice Search (Google Assistant) Results
  26. 26. @maxxeight Voice Search (Google Assistant) Results
  27. 27. @maxxeight Voice Search (Alexa) – Local Business Intents
  28. 28. @maxxeight “Reusing” Structured Data Identifying opportunities and problems
  29. 29. @maxxeight Share these #SMXInsights on your social channels! • Overall, structured data = higher CTR through rich results • Monitor impact with GSC and other SEO tools • As always, test everything and do what’s working for YOU • Low CTR ≠ No conversion • Help Google help you, even without rich results • Featured snippets and voice search • Reuse structured data to identify opportunities and solve issues • Cross-reference data points w/ schema properties (e.g. visits  date published)
  30. 30. @maxxeight

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