Schema One Year On - Richard Baxter @SEOgadget - #SMX

SCHEMA ONE YEAR ON: GETTING THE MOST OUT OF RICH

SNIPPETS

Richard Baxter, Founder, SEOgadget

With thanks to Daniel Butler, Philip Petrescu and Joost De Valk for your hard work, inspiration and

solid code.

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Wonderful Toys for an SEO to Play With

Great ways to get eyeballs on your content.

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Here we have image search results, event rich snippets and Video search results

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“How to make a pizza” - http://www.seomoz.org/blog/eyetracking-google-serps via http://mirametrix.com/

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You can build rich snippet data into content

not just dynamic page templates

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Fetch the correct schema from schema.org, paste in the data and edit.

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This hasn’t worked yet but we’re still watching…

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Can you influence CTR in classic organic SERPS

With Rich Snippets?

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CLICK THROUGH RATE IN PURE ORGANIC

A high ranking website might receive 25% to 5% of all organic search in an ordinary search

result. http://www.slingshotseo.com/resources/white-papers/google-ctr-study/

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TEST THIS STUFF FOR YOURSELF

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“Transactional”

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“Transactional”

w/Rich Snippet

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The results…

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RICH SNIPPET ADDED IN THE PURCHASE TEST

VS:

“Transactional” received 21.52% CTR,

vs “Snippetised Transactional” at 26.32%

Our rich snippet, transactionally worded variation won at

26.32% CTR in 2nd place, compared to 21% without

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Huge over saturation of review snippets

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How many of my top referring keywords from

Organic (Google) search have rich

snippets in their SERPS?

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Top 500 Referring Keywords for SEOgadget that Compete With a Review Snippet on Page 1

snippet

no snippet

Ok, no surprise here. In SEOgadget’s top 500 referring keywords from Organic search, 13%

have a rich snippet on Page 1 of the search results.

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Wow – Less than 9% of the top 500 search queries to this UK retail site DO NOT have rich

snippets on page 1

Top 500 Referring Keywords for a UK Ecomm Site that Compete With a Review Snippet on Page 1

snippet

no snippet

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It might be wise to measure saturation of snippets

in your vertical. Here’s how:

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A GOOGLE SEARCH RESULT IN NON-JS VIEW

With JS disabled, Google’s serps use class=“star” – when the value is “.”, there’s a rich

snippet in the SERP.

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THE QUERY

=(IF

(XPathOnUrl([@Column1],

"//div[contains(@class,

'star')]“

)=".","snippet","no

snippet")

Use this with SEO Tools for Excel. Massive thanks and hat tip to Daniel Butler (@Dbseo) for

finding the “.”

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THE DATA

Is there a review

snippet in the top 10

results for this

Query?

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RESULTS PAGES THAT DON'T HAVE SNIPPETS

Wait, these results pages don’t have rich snippets of any kind? That’s nice to know…

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What image, video, local and shopping results

exist in this search result?

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GET ADVANCED WEB RANKING

Run a Universal Search campaign in Advanced Web Ranking, and use “split the result type”

in the export settings…

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COMBINE ALL THE DATA

Image, Video and

Shopping results count

In the top 30

Think about how you can use this – where saturated results exist, pick off non-image and

video results. Where no snippets exist, target those.

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TOOLS

• Schema-creator.org

• hRecipe helper for Chrome

• Microformats for Chrome

• Microdata Tool

• Bing WMT

• Google’s Rich Snippets Testing Tool

• Quixapp.com

http://www.seomoz.org/blog/exploring-the-new-features-in-bing-webmaster-tools

Richard Baxter, Founder, SEOgadget

Twitter: @richardbaxter

Blog: seogadget.co.uk

Email: [email protected]

THANK YOU