My presentation from #SESLondon Meetup about Schema, using microformats to create rich snippets.

1. Using Schema
Making the SERPs richer (see what I did there)
Lisa Myers
CEO, Verve Search
@LisaDMyers #SearchLondon

2. About Lisa Myers
• 11 years experience in Marketing, 7 in Search & Social
• Speaker at Search Conferences Worldwide (SES, SMX, A4U etc)
• Regular contributor to on and offline publications and author of several SEO Best
Practise Guides including eConsultancy and B2B Marketing
• Heavily involved in the global Search Community, founder of
SEO-chicks.com and co-founder of European search blog StateofSearch
Awards
• “Search Personality of the Year” UK Search Awards 2011 + “Best SEO
Campaign” for her agency Verve Search
• Management Today “35 women under 35” list 2009
• “Best Use of Technology woman under 30”
BlackBerry Woman & Technology Awards (2008)
• “B2B Marketing Newcomer of the Year” (2007)

3. What is Schema?

4. Schema is in essence a collection of mark up
languages that allows you to “communicate”
with the search engine and include rich snippets
in the search engine results pages.
Bla bla bla…

5. It allows you to put other things than just
content into the SERPS
What? “Things” is a technical term surely?
@LisaDMyers #SearchLondon

6. Location/address details
Rich snippets is the additional information that
appears in the SERPs
Like Video Image

7. Recipes:
Reviews
Photo
Time

8. Restaurants:
Reviews
Photo
Price Range

9. Products:
Reviews
Picture
Price

10. Impact?

11. • Grabs attention
• Dominates SERPs
• Helps develop trust
• Increases CTR
= CONVERSIONs

12. Attention => CTR => Conversions
A rich snippet in PPC can
mean paying less money
but getting MORE clicks!

13. Really Easy

14. By including rich snippets from Google Products into
Google AdWords campaigns our client achieved over
100% increase in CTR.
@LisaDMyers #SearchLondon

15. But does/ will /can it
impact on ranking?

16. not yet. But in the future?
Probably.

17. “In the beginning there were
robots....then they evolved...”

18. At first there was PageRank….
9/10

19. Then came: “Personality Rank”??

21. The “daddy” of rich snippets……

22. Rel=author
@LisaDMyers #SearchLondon

23. How to Implement Rel Author – Step by Step
http://www.vervesearch.com/blog/seo/how-to-
implement-the-relauthor-tag-a-step-by-step-guide/
@LisaDMyers #SearchLondon

24. }
Google + evidence
how serious
+ my World Google is about
Social signals
rel=author

25. more than subtle hint

26. WAKE UP

27. Not just an SEO but an Social SEO

28. To Dos
• Use ALL relevant rich snippets, it WILL have a
big impact. It really isn’t that difficult to
implement.
• START building your OWN and clients author
profiles, it will be invaluable!
• Rel=Author and Reviews is a MINIMUM!

29. Schema Recourses
Google’s Intro to Rich Snippets
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170
Rel=Author
http://www.vervesearch.com/blog/seo/how-to-implement-the-relauthor-tag-a-step-by-step-guide/
Rel Publisher
http://www.vervesearch.com/blog/seo/how-to-implement-the-relpublisher-google-authorship-mark-up/
Setting up Product Extensions in Google AdWords
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2404256
Google’s Rich Snippet Testing Tool
http://www.google.com/webmasters/tools/richsnippets

30. Thank You!
@LisaDMyers
Email: lisa@vervesearch.com
Web: www.vervesearch.com
@LisaDMyers #SearchLondon