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path to SEO success Stephen Stanczak Ondyr Marketing May 8, 2019 - - PowerPoint PPT Presentation

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Schema markup, your new path to SEO success Stephen Stanczak Ondyr Marketing May 8, 2019 Slides: Ondyr.com/slides Social: @ondyrmarketing Agenda Background What is Schema Rich Results Benefits of Schema How to Get Started Case Study

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Schema markup, your new path to SEO success

Stephen Stanczak Ondyr Marketing May 8, 2019

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Background What is Schema Rich Results Benefits of Schema How to Get Started Case Study Resources

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Agenda

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Google is no longer 10 plain blue links

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Schema

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Every day it seems there is a new information box or visual element popping up in Google

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Schema

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Featured Snippets

Rich Results

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Schema

Ads Map Pack

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Google is becoming increasingly crowded making space for organic links less valuable (even if your #1)

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Schema

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Schema

The Future of Search: Google wants to 1) Keep you on Google longer 2) Provide answers directly in search

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47% of Google searches are “no-click” searches

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Schema

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Who is clicking that?

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Schema

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Despite the pros and cons, the reality is this is a trend not to be ignored as it’s

  • nly becoming more prevalent

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Schema

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So you might be wondering… How do I get rich results with stars and images in Google Search?

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Schema

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Schema Markup!

The best place to start is

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Schema

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What is schema markup exactly?

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Schema Markup is a way to become eligible for rich results in search by

  • rganizing free form website content

into structured data that is easier to understand by search engines

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Schema

My Definition of Schema

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A way to become eligible for rich results in search…

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Schema

A Rich Result Example

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by organizing free form website content…

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Schema

Website comes in all different formats

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…into structured data that is easier to understand by search engines

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Schema

Google’s Structured Data Testing Tool

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Ultimately, Schema markup is a snippet of code added to webpages to better explain what is on the page

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Schema

But no need to get scared!

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Schema

JSON-LD

JSON-LD is the recommended format for schema markup

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Schema code maps to Rich Results

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Schema

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Schema Event NYC Example

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Schema

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Developed by the top search engines:

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Schema

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Schema is a common vocabulary for search engines to better understand websites

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Schema

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600 types of schemas you can mark up on a website

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Schema

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Schema

Top Places Rich Result (Mobile) Fact Check Rich Result Course Rich Result

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What is a Rich Result?

A rich result is an enhanced listing in Google search results that goes beyond standard text to include visual elements like images, stars, and carousels

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Schema

Rich Result Not a Rich Result

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Common rich results powered by Schema Markup

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Organization

(Knowledge Graph)

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Rich Results

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Recipe

Rich Results

vs.

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Event

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Rich Results

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Article

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Rich Results

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Job Posting

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Rich Results

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Local Business

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Rich Results

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Product

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Rich Results

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Review

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Rich Results

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Other Rich Results in Search

  • Book
  • Breadcrumb
  • Carousel
  • Course
  • Critic Review
  • Dataset
  • Employer Rating
  • Fact Check
  • Livestream
  • Logo
  • Media Actions
  • Occupation
  • Q&A Page
  • Sitelinks Search
  • Social Profile
  • Software App
  • Speakable
  • Subscriber content
  • Top Places List
  • Video

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Rich Results

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2 more as of today!

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Rich Results

How-to FAQ

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Benefits of Schema

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Help search engines understand your site’s content better

Benefits

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(by the way, this one has nothing to do with rich results)

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Increase click-through-rate with visually enhanced rich results

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Benefits

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Improve your ranking position

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Benefits

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Prepare your site for voice search, Alexa, and Google Assistant

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Benefits

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Improve Brand Presence in Search

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Benefits

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Schema

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How to Get Started with Schema

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  • 1. Check first if you have any schema
  • n your site
  • Google structured data testing tool
  • SEMrush, Screaming Frog

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Get Started

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  • 2. Research all the available schema
  • Browse Schema.org for the full list of 600
  • Google’s Developer Resources on Structured Data
  • Ondyr post on 28 types of Rich results

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Get Started

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  • 3. Choose which Schema you plan to

add

  • Determine all of the relevant schema you want to implement
  • If you find a schema that is a good fit, implement it

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Get Started

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  • 4. Prepare data needed to populate

Schema (if necessary)

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Get Started

  • For example, you need to start collecting reviews in order to

show rating stars or know cook time to show in a recipe rich result

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  • 5. Decide method of Adding Schema

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Get Started

  • Plugin
  • Custom - manual
  • Custom - dynamic
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  • 6. Test Schema for Correct

Implementation

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Get Started

  • Test Code Snippet with Google Structured Data Testing

Tool

  • Warnings versus Errors
  • Preview
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Angelic Bakehouse Case Study

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Case Study

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Angelic Bakehouse Case Study

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  • Traffic to recipes increased 70-400%

after implementing Schema

  • Rankings increased across the board

Case Study

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Resources

  • Schema.org
  • Google Structured Data Resources
  • Ondyr Blog
  • Snip Plugin
  • Header Footer Code Manager
  • Google Structured Data Testing Tool
  • JSON-LD Editor
  • Search Console Rich Result Test

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Stephen Stanczak Stephen@ondyr.com Social: @ondyrmarketing

Thank you!

Schema markup, your new path to SEO success

Access slides at ondyr.com/slides

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Plugins

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Get Started

  • Schema (free)
  • Snip (paid)
  • SchemaApp (paid)
  • 5. Decide method of Adding Schema (cont.)

Be sure your plugin supports the schema you desire

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Custom - Manual

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Get Started

  • First find example JSON code to customize rather than

build from scratch

  • Visit Schema.org or reverse engineer another site’s

schema using Google’s SDTT

  • Personalize with your data
  • Test Code Snippet before publishing live with Google

Structured Data Testing Tool (SDTT)

  • Highly Recommend using JSON-LD format
  • 5. Decide method of Adding Schema (cont.)
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Custom - Manual

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Get Started

  • Add Script to your site’s pages
  • Several ways to do this, depends on site
  • For WordPress, try Header Footer Code

Manager Plugin

  • Also can use Google Tag Manager (not ideal)
  • 5. Decide method of Adding Schema (cont.)
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Custom - Automatic

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Get Started

  • Create a custom program that pulls from your

sites content and meta data to automatically create Schema

  • Requires custom development but best

implementation method for a large site

  • 5. Decide method of Adding Schema (cont.)
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  • 7. Request Indexing in Google Search

Console (optional)

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Get Started

  • This will prompt Google to check for new

changes to your site immediately

  • Google Search Console provide a rich results

report if they find any issues

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Gain more prime space in search

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Benefits