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Katherine Khoo
iPages (Khoo Systems Limited)
The Importance of Understanding
Product Schema & What this means for SEO’s
@i...
www.slideshare.net/iPagesCMS@iPagesCMS
Who am I?
Who is in the room?
slideshare.net/hegakhakhfakgfka@iPagesCMS www.slideshare.net/iPagesCMS@iPagesCMS
What do we already know
about Structured Data?
slideshare.net/hegakhakhfakgfka@iPagesCMS www.slideshare.net/iPagesCMS@iPag...
How is this
implemented?
Talk Structure
What is
Product Schema?
www.slideshare.net/iPagesCMS@iPagesCMS
How does this help ...
Let’s start with Structured Data…
www.slideshare.net/iPagesCMS@iPagesCMS
- Explicit clues about the meaning of a page to s...
www.slideshare.net/iPagesCMS@iPagesCMS
https://schema.org/Product
Schema is website-wide…
www.slideshare.net/iPagesCMS@iPagesCMS
https://developers.google.com/search/docs/guides/intro-stru...
What is Product Schema?
www.slideshare.net/iPagesCMS@iPagesCMS
Structured Data that relates to a product…
“It’s a product”...
Some interesting developments to schema.org …
www.slideshare.net/iPagesCMS@iPagesCMS
Launched June 2011 by Bing, Google an...
SmartSearch
www.slideshare.net/iPagesCMS@iPagesCMS
https://www.youtube.com/watch?v=dxzhE1CHU-o
How is Structured Data implemented?
What is
Product Schema?
www.slideshare.net/iPagesCMS@iPagesCMS
Integrating Schema.org ...
How is Structured Data implemented?
What is
Product Schema?
www.slideshare.net/iPagesCMS@iPagesCMS
MICRODATA: Microdata is...
JSON-LD
www.slideshare.net/iPagesCMS@iPagesCMS
https://online-sales-marketing.com/schema-for-products/
<script type=’appli...
www.slideshare.net/iPagesCMS@iPagesCMS
www.slideshare.net/iPagesCMS@iPagesCMS
www.slideshare.net/iPagesCMS@iPagesCMS
www.slideshare.net/iPagesCMS@iPagesCMS
It depends how the website is built…
www.slideshare.net/iPagesCMS@iPagesCMS
If it’s built on a platform… If it’s custom bu...
Some additional resources
www.slideshare.net/iPagesCMS@iPagesCMS
General information
• Schema Documents
• Intro to Structu...
How is this
implemented?
So, what’s the effect on sales?
What is
Product Schema?
www.slideshare.net/iPagesCMS@iPagesCMS
So, what’s the effect on sales?
www.slideshare.net/iPagesCMS@iPagesCMS
- Not included in ranking indicators
- Helps RELEVA...
Smart Search documents the following KPIs…
www.slideshare.net/iPagesCMS@iPagesCMS
KPI 1: Relevant Search Improvements
Not ...
How is this
implemented?
What about multi-channel sales?
What is
Product Schema?
www.slideshare.net/iPagesCMS@iPagesCMS
What about multi-channel sales?
www.slideshare.net/iPagesCMS@iPagesCMS
For channels (such as eBay) Structured Data refers ...
How is this
implemented?
What’s next?
What is
Product Schema?
www.slideshare.net/iPagesCMS@iPagesCMS
How does this help sa...
1) Increased dependency for quick
voice search…
www.slideshare.net/iPagesCMS@iPagesCMS
- Voice search set to account for 5...
2) Extension of Smart Search for verticals
www.slideshare.net/iPagesCMS@iPagesCMS
- Currently only documented for Beverage...
3) Question answering…?
www.slideshare.net/iPagesCMS@iPagesCMS
- Linked to the rise of voice search…
- Google released pap...
How is this
implemented?
So, what did we cover?
What is
Product Schema?
www.slideshare.net/iPagesCMS@iPagesCMS
How does th...
Thank you! Any questions?
Email: katherine@ipages.biz
Twitter: @iPagesCMS
Slideslide: https://www.slideshare.net/iPagesCMS...
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BrightonSEO. eCommerce Summit - Katherine Khoo - The Importance of Understanding Product Schema & What this means for SEOs

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Within this talk, Katherine gives an overview of Structured Data, specifically product schema - looking at the effect on sales and the potential future routes for Structured Data

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BrightonSEO. eCommerce Summit - Katherine Khoo - The Importance of Understanding Product Schema & What this means for SEOs

  1. 1. Katherine Khoo iPages (Khoo Systems Limited) The Importance of Understanding Product Schema & What this means for SEO’s @iPagesCMS http://www.ipages.biz
  2. 2. www.slideshare.net/iPagesCMS@iPagesCMS Who am I?
  3. 3. Who is in the room? slideshare.net/hegakhakhfakgfka@iPagesCMS www.slideshare.net/iPagesCMS@iPagesCMS
  4. 4. What do we already know about Structured Data? slideshare.net/hegakhakhfakgfka@iPagesCMS www.slideshare.net/iPagesCMS@iPagesCMS
  5. 5. How is this implemented? Talk Structure What is Product Schema? www.slideshare.net/iPagesCMS@iPagesCMS How does this help sales? (also Multi-channel?!) What’s next?
  6. 6. Let’s start with Structured Data… www.slideshare.net/iPagesCMS@iPagesCMS - Explicit clues about the meaning of a page to search engines. - OpenSource project by schema.org - A standardised format for providing information about a page and classifying the page content - Coded using in-page markup (JSON-LD, Microdata or RDFa) https://developers.google.com/search/docs/guides/intro-structured
  7. 7. www.slideshare.net/iPagesCMS@iPagesCMS https://schema.org/Product
  8. 8. Schema is website-wide… www.slideshare.net/iPagesCMS@iPagesCMS https://developers.google.com/search/docs/guides/intro-structured-data But we’re just going to focus on products.
  9. 9. What is Product Schema? www.slideshare.net/iPagesCMS@iPagesCMS Structured Data that relates to a product… “It’s a product” “They cost £2.50” “Actually, they’re on offer and cost 50p now” “Here’s a bit of a description” “Specifically, it’s a mug” “They could be described (or tagged) as Bone China, Small”
  10. 10. Some interesting developments to schema.org … www.slideshare.net/iPagesCMS@iPagesCMS Launched June 2011 by Bing, Google and Yahoo! February 2016 GS1 added to the vocabulary. An overview document provides more background, and the schemas itself are published at gs1.org/voc/ August 2017, Schema.org 3.3 released to add vocal around news, fact checking, legislation, finance, schedules, howtos, tourism and toilets! to “create and support a common set of schemas for structured data markup on web pages
  11. 11. SmartSearch www.slideshare.net/iPagesCMS@iPagesCMS https://www.youtube.com/watch?v=dxzhE1CHU-o
  12. 12. How is Structured Data implemented? What is Product Schema? www.slideshare.net/iPagesCMS@iPagesCMS Integrating Schema.org structured data does not have to be intrusive or difficult. For standard markup: Coded using in-page markup (JSON-LD, Microdata or RDFa) For Smart Search Work with GS1 for the verticals they have identified (Apparel/Food&Beverage)
  13. 13. How is Structured Data implemented? What is Product Schema? www.slideshare.net/iPagesCMS@iPagesCMS MICRODATA: Microdata is a web standard used “to annotate content with specific machine- readable labels.” Effectively, it places short bits of markup inline with other HTML to better describe the associated HTML content. JSON-LD: JSON-LD has advantages over microdata, including being separate — i.e., inside of a script tag nested in the document head — from the HTML markup.
  14. 14. JSON-LD www.slideshare.net/iPagesCMS@iPagesCMS https://online-sales-marketing.com/schema-for-products/ <script type=’application/ld+json’>     {         “@context”: “http://www.schema.org”,         “@type”: “product”,         “brand”: “Raven Tools”,         “name”: “Site Auditor”,         “image”: “https://raventools.com/img/og-raven.png”,         “description”: “Site Auditor analyzes your site to find all of the SEO issues that may be keeping your site from ranking on search engines.”       } </script> https://raventools.com/site-auditor/seo-guide/schema-structured-data https://www.slideshare.net/sandersal1/brightonseo-structured-data-by-alexis-sanders Here’s a code example of Schema JSON-LD:
  15. 15. www.slideshare.net/iPagesCMS@iPagesCMS
  16. 16. www.slideshare.net/iPagesCMS@iPagesCMS
  17. 17. www.slideshare.net/iPagesCMS@iPagesCMS
  18. 18. www.slideshare.net/iPagesCMS@iPagesCMS
  19. 19. It depends how the website is built… www.slideshare.net/iPagesCMS@iPagesCMS If it’s built on a platform… If it’s custom built… Some templates have built in. If not, Shopify Developers/ How-to Guides WordPress Plugins Magento Developer Built-in A nice Developer
  20. 20. Some additional resources www.slideshare.net/iPagesCMS@iPagesCMS General information • Schema Documents • Intro to Structured Data — Google Developers • Marking Up Your Site with Structured Data — Bing Webmaster Schema generators • Data Highlighter — Google Webmasters • Markup Helper — Google Webmasters • JSON ID Generator — Hall Analysis • Schema App Schema testing tools • Structured Data Testing Tool — Google Search • Rich Cards Tool — Google • Microtest Tool — Webmaster
  21. 21. How is this implemented? So, what’s the effect on sales? What is Product Schema? www.slideshare.net/iPagesCMS@iPagesCMS
  22. 22. So, what’s the effect on sales? www.slideshare.net/iPagesCMS@iPagesCMS - Not included in ranking indicators - Helps RELEVANCY - Rich Snippets can help organic rankings and increase CTR to articles etc.
  23. 23. Smart Search documents the following KPIs… www.slideshare.net/iPagesCMS@iPagesCMS KPI 1: Relevant Search Improvements Not promising general page rank improvements; pages with structured data are easier to index = appear higher for relevant searches. KPI 2: Increased Sales Per Click-Through From Search Engine Increased relevance = consumers more likely to find what they searched for = more likely to purchase. KPI 3: Reduced Returns Improved quality of product data = consumers trust what they are going to have delivered. Returns with reason ‘Product not what I wanted’ should be reduced. 
 GS1 Smart Search Implementation Guide
  24. 24. How is this implemented? What about multi-channel sales? What is Product Schema? www.slideshare.net/iPagesCMS@iPagesCMS
  25. 25. What about multi-channel sales? www.slideshare.net/iPagesCMS@iPagesCMS For channels (such as eBay) Structured Data refers to ensuring data is categorised, clean and validated. “Structured data is a big topic that is driving many projects here at eBay, and the short answer is: Knowing exactly what products are on sale helps us make a better marketplace for everyone”
  26. 26. How is this implemented? What’s next? What is Product Schema? www.slideshare.net/iPagesCMS@iPagesCMS How does this help sales? (also Multi-channel?!)
  27. 27. 1) Increased dependency for quick voice search… www.slideshare.net/iPagesCMS@iPagesCMS - Voice search set to account for 50% of all searches made by 2020 Fun Fact: two million blog posts alone are published every day, so how can we speed up searching? - Rise in use of ‘Howto’ tags - Reliance on tagging (already seen in Recipes schema) —> Further extensions around other specific instructions i.e. common FAQs - Mobile-first index - most content elements have a coordinating markup language.
  28. 28. 2) Extension of Smart Search for verticals www.slideshare.net/iPagesCMS@iPagesCMS - Currently only documented for Beverages/Food & Apparel, look to expand into Homeware, other Durables - Future partnering with businesses/platforms (expansion in vocab due to Tesco etc)
  29. 29. 3) Question answering…? www.slideshare.net/iPagesCMS@iPagesCMS - Linked to the rise of voice search… - Google released paper ‘Knowledge Based Trust: Estimating the Trustworthiness of Web Sources.' talking about structured data might come from a number of different types of resources that can be identified using processes such as “markup language tag detection, formatting instructions, file identifiers, etc.” http://www.vldb.org/pvldb/vol8/p938-dong.pdf - Query templates might be built and indexed to provide answers to question queries.
  30. 30. How is this implemented? So, what did we cover? What is Product Schema? www.slideshare.net/iPagesCMS@iPagesCMS How does this help sales? (also Multi-channel?!) What’s next?
  31. 31. Thank you! Any questions? Email: katherine@ipages.biz Twitter: @iPagesCMS Slideslide: https://www.slideshare.net/iPagesCMS www.slideshare.net/iPagesCMS@iPagesCMS

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