Presentation give by Kalman Labovitz on implementing Schema @SMX 2013

1. Schema &
Rich Snippets
How Hard is
Confusing?
SMX Israel 2013
By: Kalman Labovitz

2. Overview
Confusion Breakdown
Tipping point Avoid

3. Schema can be confusing
- 8 out of 10 clients implement incorrectly
- Where to implement?
- Types to templates
- Example:

4. Is it worth the effort?
• Search engines like is because it saves money!
• Three stages to SERP
– Crawl
– Index
– Display
• Clients has seen +50% increase in traffic

5. Break it down
– The standard stuff
• WebPageElement
– WPFooter
– WPHeader
– WPSideBar
– Your site focus
• Halo 4 – Product or CreativeWork
– Match markup to templates
• WordPress – single.php = /BlogPosting or /Article

6. Tips
– Always have the “Full Hierarchy” open when working -
build a plan of implementation
(http://schema.org/docs/full.html)
– Understand YOUR focus
• eCommerce
• Media
• Blog

7. Tips
• Create a table and match
• Do not forget itemscope and itemscope of an
itemscope
• Items not in the same <></> use meta tag
– Works now may not in the future

8. Avoid
– Markup for item page on listing page
– Multiple item pages on a page
– Double calls of itemscope

9. Contact Me
Email: kalman@rankabove.com
Twitter: @ffemtkl
LinkedIn: il.linkedin.com/in/kalmanlabovitz/
Company Website: www.rankabove.com