Anvil Schema Markup 0920

Measurable Marketing That Moves You // © 2020 - All information in this document is copyright protected and the property of Anvil Media, Inc. // anvilmediainc.com
Schema Markup
The Latest Trends in Google’s Game-Changing SEO Strategy
9/16/2020
Micheal Stormberg
SEO Coordinator
mikes@anvilmedia.com
Rachel McMahon
SEO Specialist
rachelm@anvilmedia.com

What is Schema Markup?
● Schema markup, also commonly referred to as structured data markup, is a
standardized set of code that allows search engines to more easily crawl, understand,
and display the content from a website. “Marking up” pieces of important
information about a webpage or its content allows search engines to understand them
unambiguously.
● In 2011 Google, Yahoo, Bing and Yandex got together to define a vocabulary for the
internet: schema.org. Schema.org contains over 800 different definitions, each with
20 or more properties to describe it. These properties are the bits and pieces you put
together to create structured markup. Definitions are the topics or ideas a website is
trying to convey, common types of markups will be covered in this presentation.
● Used properly, structured data can enable “rich snippets” in search results — which
can significantly enhance the presence of the page bearing them, and qualify certain
webpages for specialized search results in Google.
● The use of structured data not only enhances a brand’s presence in search results, but
can help the brand site earn the trust of search engines as an authoritative source of
information.
● Google Search Supports structured data in the following formats, which will be
discussed later in this presentation.
○ JSON-LD (recommended whenever possible)
○ Microdata
○ RDFa
3

Why Do We Use Schema Markup?
● As marketers and SEOs our goal is to give our client’s websites,
products, services, and content the best chance to be discovered,
properly indexed, and ranked by Google and other search engines.
Structured data makes this easier for search engines.
● Google uses structured data that it finds on the web to understand
the content of the page, as well as to gather information about the
web and the world in general.
● Google can then use the information it gathers to enable special
search result features and enhancements, known as rich results.
These Rich results capture valuable real estate in a search result
page and draw attention to the website from which they originate.
● Rich Results encompass the wide range of “extra” search features
that can display on a search engine result page, including :
○ Product Carousels
○ Product Ratings
○ Subject Knowledge graph
○ and more...
4

Markup Languages-JSON LD
● What is it? JavaScript Object Notation for Linked Data
● Supported by Google & Bing (Other small search engines)
● Synatx is simple and easy to troubleshoot
● CMS Friendly w/ sites like WordPress
5

Markup Languages-Microdata
● Search engine crawlers extract and process data
● Nest metadata within content.
● Inline markup
● Easy to markup pages
● Con: extensive developer work needed
6

Markup Languages-RDFa
● Not preferred by Google
● Resource Description Framework in Attributes
● html5 extension - linked data by HTML tag
attributes
7

BERT and Structured Markup
● Google’s 2019 BERT algorithm update was aimed at helping google
understand natural language better in relation to search, especially
around conversational queries, which are becoming more common
with the increase in voice search.
● At its core BERT aims to help Search better understand the nuance
and context of words in searches and match those searches with
useful results.
● To be clear BERT and similar systems are not a form of structured
data.
● While we can not know exactly what factors the BERT algorithm
uses in its analysis, it is reasonable to assume that using structured
data to simplify the data, add context to the data, and help Google
categorize the topic can help the BERT algorithm. The BERT
algorithm is designed to better understand context, and what
better context than a list of marked up elements with the explicit
goal of defining the topic.
8

Types of Structured Markup
9

Website Markup
● The WebSite markup helps to generate the Sitelinks Search Box feature when a brand search is performed.
● Website markup also helps your site and brand name to appear in search results.
● You must have an existing site search on your website to enable the Sitelinks Search Box element.
● Other types of general website markup that help search engines learn about your website include:
● Site logo: You can specify the logo that search engines should use for your brand or organization. This logo will appear in Google search
and the knowledge graph. Adding Logo structured data to your official website will help search engines identify the location of your
preferred logo.
● Breadcrumbs: Breadcrumb trails on a page indicate the page's position in the site structure and hierarchy. To help search engines
understand the structure of your website, you should add Breadcrumb structured data to your site.
10

Website Rich Results
11
Sitelinks Search Box
Breadcrumb Markup
Logo Markup

Organization Markup
● Organization Markup highlights important information about
your business, including the company name, address, logo, and
more.
● Implementing Organization Schema will result in the
appearance of your company information in the Knowledge
Panel of the results page.
● It is also important to note that this markup does not go on
every page. According to Google, “Depending on the type of
website, sometimes organization markup fits best on the home
page. Other times it may fit in on the contact page.”
12

Organization Rich Results
13

Local Business Markup
● Local Business Schema Markup gives brick and
mortar businesses a way to enhance their local
results and stand out in SERPs
● In addition to the standard information of business
name address, and phone number, Local Business
Schema also includes your latitude and longitude
coordinates which ultimately affect local rankings.
14

Local Business Rich Results
15

Product Markup
● Product Schema is markup that showcases the basic
product information like color, size, reviews, etc. Anvil
recommends that any client selling physical products use
this markup.
● Google’s guidelines for product markup say to use
product markup for a specific product, not a product
category or list of products.
16

Product Rich Results
17

Event Markup
● Event schema markup is code that specifically points out to search engine facts relating to events, such as the location, schedule, organizer,
and performers. Event schema markup can be used for events such as:
○ Business events
○ Exhibitions
○ Festivals
○ Food events
○ Music events
○ Sale events
○ Sports events
○ Visual arts events, and more.
18
● Events on Google make it easier for people to discover and
attend events through Google Search results and Google Maps.
This feature creates more interactive results and increased
chances of discovery and conversion.

Event Rich Results
19

How-To Markup
● How-To schema can be applied to a page with instructions that
explain how to achieve a result by performing a sequence of steps. It
is important to note that How-To Markup is for mobile results only.
● "How-to" snippets provide step-by-step instructions directly in SERPs
for instruction-based queries, and there are two types of snippets.
○ A standard, accordion list view of instructions.
○ A carousel of images showing each individual step.
20

How-To Rich Results
21

Recipe Markup
● When you provide information to Google through Recipe Structured
markup such as step-by-step instructions, reviewer ratings, cooking and
preparation times, and nutrition information, Google can better
understand your recipe and present it to users in interesting ways.
● Recipes can appear in Google Search as rich results in the following ways:
○ Google Search results and Google Images.
○ Guided Recipes-on Voice devices like Google Home and Google
Smart display
○ Recipe Host Carousel-Enable users to explore your recipe gallery
pages by adding ItemList structured data.
22

Recipe Rich Results
23

Job Posting Markup
● Searching for qualified candidates is a challenge in
any industry, Google offers Job Posting structured
markup to help get your listing in front of qualified
eyes.
● Google has a special Jobs Rich Result panel that
appears at the top of a search result page given a
search like “marketing jobs”
● The Job results panel can filter using various criteria
including location, title, and date posted to attract
motivated applicants.
● During the current COVID-19 Health Crisis google
has also added markup for indicating job
opportunities that offer work-from-home options.
24

Job Posting Rich Results
25

Article Markup
● Adding article markup to your news or blog articles can help improve
your appearance in search results.
● If your page is coded with Accelerated Mobile pages your article can
show up the Top stories carousel, Visual stories, and rich results in
mobile Search results. These results include images, page logos, and
other interesting search result features.
● While you may not beat out the top news or publishing sources like
CNN, ESPN, or New York Post, adding article structured data may help
you to stand out within your own industry. All too often organizations
neglect their blogs or content creation, but Google loves to see new
fresh content, and loves to see that content marked up.
26

Article Rich Results
27

FAQ Markup
● FAQ (Frequently ASked Question) markup can be one of
the most useful markups if researched and implemented
correctly.
● FAQ Markup allows you to markup a list of questions
from an FAQ page on your site. Properly marked up FAQ
pages may be eligible to have a rich result on Search and
an Action on the Google Assistant.
● This list of questions can be generated from your
customer service team, but should also be compiled
using online research to see what questions or keywords
people are using to find information about your brand.
● The “related searches” at the bottom of a SERP is a great
place to find common searches or queries. Tools like
SEMRush also provide questions with estimations of
global monthly search traffic.
28

FAQ Rich Results
29
Query: What is SEO?
Query: FAQ Rich Results.

Video Markup
● Over the past few years video has rapidly become a top
method of content delivery and user engagement.
Companies put thousands of dollars into videos for their
own website, YouTube, and Facebook. Marking up the
video content on your site can help to increase the
audience, increase clicks to your site, and keep users on
your site longer.
● Structured markup allows you to provide details about
your video content to Google and other search engines,
as a search engine can not watch the video in traditional
fashion.
● Videos can appear in Google Search results, video search
results, Google Images, and Google Discover
● Using BrodacastEvent markup you can also qualify your
video for a “Live” badge.
30

Video Rich Results
31

Structured Data Tools
32

Google Structured Data Markup Helper
The Structured Data Markup Helper is a tool that makes it easy to markup elements on your web page depending on the type of schema
you want to use.
How to Use the Structured Data Markup Helper:
1) Select the type of schema and enter the page you would like to add the code to.
2) Highlight parts of the page with important information, then identify the type of information in the dropdown that appears.
3) When you've finished tagging all the appropriate data on the page, select Create HTML to generate the page code.
33

Measurable Marketing That Moves You // © 2020 - All information in this document is copyright protected and the property of Anvil Media, Inc. // anvilmediainc.com34
● Google’s Structured Markup Testing Tool is helpful for
validating structured data for Google Search. Test your
structured data to get accurate and actionable feedback.
● You can load markup into the tool either directly or by
supplying a URL.
● Google now recommends using the Rich Results Test for
more accurate and actionable feedback.
Structured Markup Testing Tool

Rich Results Test
● The Rich Results Test is the replacement for the structured markup testing
tool, and is designed to show which results your markup is actually showing
for in a SERP.
● Similar to the SM Testing tool, this test calls out any detected markup and
the pieces of data that make up the markup. It also alerts the user to any
warnings or errors within a given markup.
● We recommend running any newly marked up page through this test to
make sure all structured data is working correctly.
35

Structured Data Generators
● There are a number of schema markup generator tools available online. Some of our favorite tools at Anvil include…
○ Google’s Structured Data Helper & Data Highlighter
○ Schema Markup Generator by Merkle
○ Schema Builder plugin
● These tools all serve the purpose of making it more simple to create the block of structured markup code that generates the rich result
● Anvil recommends filling out as much information as you have for the given subject and then running the result through the Structured
Markup Tester to ensure you are not missing any required fields.
36

Structured Data Generators
37

Structured Data Best Practices
● Using structured data enables a feature to be present, it does not guarantee that it will be present. The Google algorithm tailors search results to create
what it thinks is the best search experience for a user, depending on many variables, including search history, location, and device type.
● The structured data on any given page the page should describe the content of that page. Do Not create blank or empty pages just to hold structured data.
● You should not add structured data about information that is not visible to the user, even if the information is accurate.
● You must include all the required properties for an object to be eligible for appearance in Google Search with enhanced display. In general, deﬁning more
recommended features can make it more likely that your information can appear in Search results with enhanced display. However, it is more important to
supply fewer but complete and accurate recommended properties rather than trying to provide every possible recommended property with less complete,
badly-formed, or inaccurate data.
● Do not block your structured data pages to Googlebot using robots.txt, noindex, or any other access control method.
● Provide up-to-date information. Google won’t show a rich result for time-sensitive content that is no longer relevant.
● Don't mark up irrelevant or misleading content, such as fake reviews or content unrelated to the focus of a page.
● More best practices and guideliens are outlined in Google’s General structured data guidelines
38

Conclusion
● The main goal of structured data is right there in
the name...to bring structure and order to the wide
world of data that makes up the internet.
● Through explicitly defining and outlining the topics
and elements of websites we can help search
engines better understand our content and our
message.
● In turn search engines are far more likely to
reference a piece of content and a website the
better it understands that content.
● Search engines and therefore the nature and tactics
of SEO are always evolving to meet user behavior
and user needs. The team here at Anvil is always on
the lookout for the next trend in SEO and right now
that is schema markup. Our team is dedicated to
staying up to-date with any new or evolving
structured data.
39

Questions?
Anvil Media, Inc.
www.anvilmediainc.com

Anvil Schema Markup 0920

Recommandé

Recommandé

Contenu connexe

Similaire à Anvil Schema Markup 0920

Similaire à Anvil Schema Markup 0920 (20)

Plus de Anvil Media, Inc.

Plus de Anvil Media, Inc. (20)

Dernier

Dernier (20)

Anvil Schema Markup 0920