The efficient recognition of annotations by Google for - - PowerPoint PPT Presentation

The efficient recognition of annotations by Google for

www.seefeld.com

Angela Popa, Hannes Pedevilla

www.seefeld.com

• by Information Office Seefeld
• provides touristic information about Olympiaregion Seefeld, Leutasch,

Mösern-Buchen, Reith and Scharnitz:

○ Gastronomy ○ Sights and Attractions ○ Other Infrastructure ○ Hotels and Accommodation - Search and Offers ○ Events - music events, cultural festivals and sports events ○ Press releases about region

• what could be changed for a

good recognition by Google?

Gastronomy - Summary Pages

• https://www.seefeld.com/en/region-tyrol-olympiaregion/gastronomy/superb-local-inns-and-taverns-1
• https://www.seefeld.com/en/region-tyrol-olympiaregion/gastronomy/wining-and-dining
• Show list of dining possibilities
• 1st rank on Google for search terms “gastronomy seefeld” or “gastronomy in Seefeld”
• searching

for keywords “restaurant seefeld”: first entry can only be found on second results page showing detail pages for “Mooswirt, Restaurant” and “Olympia Restaurant”

• current annotation: only a BreadcrumbList
• Improvement ideas:

○ ItemList of @type: ListItem, position and an url pointing to detail page ○ To support upcoming Restaurant lists: When a user searches for “best dinner in Seefeld” marked up restaurant content can appear as a host-specific carousel in Search Results (https://developers.google.com/search/docs/data-types/local-businesses) ○ Currently in piloting phase, register interest at: https://docs.google.com/a/google.com/forms/d/e/1FAIpQLSdZCJXAe2TtpiBe8Lx2dWR6LatLc CbFq7SZsyWqH6xJ7ulbaQ/viewform

date analysed: 2017-06-15

Gastronomy - Detail Pages - Current State

• No annotations anymore, except BreadcrumbList
• https://www.seefeld.com/en/a-forellenhof

○ Search result: shows no rich snippet ○ Rank: 2 although tripadvisor.com is on rank 3 and has a rich snippet ○ Rich card: a lot

• f

missing data

date analysed: 2017-06-15

Gastronomy - Detail Pages - Improvement Ideas

• Define ItemList on summary page pointing to detail pages using url property
• Annotate detail pages of restaurants using the following guide from Google

https://developers.google.com/search/docs/data-types/local-businesses ○ Use most specific subtypes of LocalBusiness possible like Restaurant, BarOrPub, CafeOrCoffeShop, Winery,... ○ Required properties are: name, image, servesCuisine ○ Recommended properties are: address, telephone, priceRange, url, menu, openingHoursSpecification, geo ○ Include other information where possible: starRating, aggregateRating, review ○ Google also supports OrderAction and ReserveAction as potential action

Events

• https://www.seefeld.com/en/calender-of-events
• Shows a list of all events of the region
• First

5 ranked results

• n

Google for search term “events Seefeld” but no event shown in rich card → high impact

• n

mobile devices → rich card fullscreen → difference of ranking between languages

• current

annotation:

• nly

a BreadcrumbList → same for detail pages of events

• Improvement ideas:

○ ItemList

• f

@type: ListItem, position and an url pointing to detail page ○ Annotate detail pages using Event according to Google Search Developer Guide ■ Required properties: location, name, startDate ■ Recommended properties: description, endDate, image, offer, performer ■ do annotations in all possible languages

date analysed: 2017-06-15 German English

https://developers.google.com/search/docs/data-types/events

Sights and Attractions - Summary Page

• https://www.seefeld.com/en/region-tyrol-olympiaregion/sights-attractions
• Shows list of tourist attractions
• Among first 3 ranks when searching for “sights seefeld”, “best sights seefeld”, “tourist attraction

seefeld”

• tourist attraction/POIs rich card:

○ based on data from Google Places API

• current annotation: only a BreadcrumbList
• Improvement ideas:

○ ItemList

• f

@type: ListItem, position and an url pointing to detail page ○ add places using Google Places API:

https://developers.google.com/places/web-service/add-place

■ Points of Interest ■ Top Sights

date analysed: 2017-06-15 Google: “seefeld sights” Google: “seefeld tourist attractions”

Sights and Attractions - Current State

• No annotations anymore, except BreadcrumbList
• https://www.seefeld.com/en/sights-and-attractions/the-seekirchl-church

○ Search result: rich snippet only with breadcrumb list ○ Rank: 2 although tripadvisor.com is on rank 3 and has a rich snippet ○ Rich card: exists, missing information eg description

date analysed: 2017-06-15

Sights and Attractions - Improvement Ideas

• Annotate detail pages of sights and attractions

○ Use most specific subtypes of Place possible like Church, LandmarksOrHistoricalBuildings, TouristAttraction ○ do annotations in all available languages ○ Recommended properties are: Name, description, image, address, telephone, openingHoursSpecification, geo ○ Include other information where possible: aggregateRating, review → rich snippet ○ add place using Google Places API to be included in: ■ Points of Interest ■ Top Sights

Hotels - Google Search results

https://www.seefeld.com/en/hotel-tyrol by Tourist Information Office Seefeld 4th rank for search term “seefeld austria hotels” or “hotel in Seefeld” preceded by booking.com (2x), tripadvisor.com, tripadvisor.at (not counting adds)

Hotels - Google Search results - Rich snippets

Special rich cards through Google Hotel Ads / Google Hotel Prices API

• 3 feed types (hotel description list, prices,POS)
• Rest API to get/check uploaded feed data
• Google specific tags
• http://www.gstatic.com/ads-travel/hotels/api/hint.xsd
• http://www.gstatic.com/ads-travel/hotels/api/point_of_sale.xsd
• etc.

Procedure similar to easybooking difference is the data format and tool support

Hotels - Seefeld website - Current state

https://www.seefeld.com/en/hotel-tyrol

Page listing all hotels: 2 schema.org annotations in microdata format :

recognition by https://search.google.com/structured-data/testing-tool source code snippet from seefeld.com webpage

Hotel - Seefeld website - Current state

Haus Landfrieden - rank 1

Search term “Landfrieden Seefeld”

source code snippet from seefeld.com webpage

Hotel - Seefeld website - Current state

Activ-Pension Bergfrieden - rank 4

after bergfrieden.tirol, booking.com, holidaycheck.at booking.com - rank 2 - json-ld bergfrieden.tirol - rank 1 - microdata

Hotel - Seefeld website - Current state

Activ-Pension Bergfrieden - rank 4

microdata http://schema.org/LodgingBusiness

Hotel - Seefeld website - Current state

Haus Seeblick - rank 1 & 2

• priceRange annotated in microdata format, but not listed in the rich snippet
• Rating listed in the rich snippet of the English version, but not annotated

Hotels - Seefeld website - Improvement ideas

https://www.seefeld.com/en/hotel-tyrol/hotel-search-and-book

• schema.org annotations (Resort, Hotel, BedAndBreakfast, Apartment, House)
• schema.org actions (BookAction, AskAction)
• useful for visibility of non-hotel accommodations (guesthouses, apartments)
• but annotations are not enough

name: Text image: Url address: PostalAddress geo: GeoCoordinates currenciesAccepted: Text makesOffer: Offer / priceRange: Text possibleActions: [“BuyAction”, ”AskAction”, “BookmarkAction”]

Conclusions

• we summarised our findings and proposed improvement ideas regarding the

appearance of www.seefeld.com in the search results of the Google search engine

• we analysed the content for rich snippets and rich cards of seefeld.com
• we analysed the rank of results
• use proper schema.org domain classes and at least the mandatory

schema.org properties that Google expects for each specific domain class

• Google API for Hotels and Places can be used to improve appearance
• it is advisable that the documentation of Google for search and structured

data is carefully studied and applied