Wp data markup SEO slides

About Jake Aull
•  Jake Aull, Principal of Zen Fires Digital Marketing since 2010, has 22 years
marketing, branding and digital experience. He takes a strategic digital marketing
and usability approach to web analysis and search marketing. He has a Masters
of Science degree in Marketing from Georgia State University where he did a
thesis research project on social media marketing.
• 
Jake has written WordPress SEO Success for Pearson Prentice-Hall - their first
book of its kind (http://bit.ly/1fxIQzu). He has also been GSU’s first Social Media
Marketing and SEO course writer and instructor since 2010, directing students to
create new social channels driving measurable traffic to major brands. He was a
reviewer of, and wrote the instructor’s manual for, Pearson-Prentice Hall’s first
social media marketing text book.
• 
•  He has been Chairs of the Atlanta Interactive Marketing Association Social Media
special interest group and Search Marketing SIG, directing educational sell-out
events. And co-founder of The Change Challenge, monthly digital marketing
workshops for non-profits. Jake also holds a bachelor’s degree in graphic design
from Savannah College of Art and Design and is currently the president of the
Atlanta Alumni Chapter where he builds and promotes educational and
networking events.
• 
•  He was a speaker at the 2014 WordCamp Atlanta, 2015 Digital Marketing for
Business Conference Raleigh, among other search marketing and social media
speaking engagements.

Topic Description Overview
1.  Break down the SERP.
2.  Identify which elements come from Data Markup
3.  Definition & Classifications of rich snippets.
4.  The difference between that and rich media and content
5.  Do you have it? Analyzing for rich snippets
6.  Is it working? Google’s data markup tester
7.  What you can control and what you can't.
8.  The answer box and knowledge graph.
9.  Coding is best.
10.  What about rich snippets plug-ins
11.  What about Google highlighter
12.  What about Google Maps

STRUCTURED DATA& SCHEMA
MARKUPFOR WEBSITES
THE SERP

Rich Content on the SERP
(from structured data markup)

• 
WordPress | Schema & Structured Data | Jake Aull, ZenFires Digital Marketing 8Source:https://www.tnooz.com/article/google-brand-name-hotel-searches/

MARKUPFOR WEBSITES
WHAT. IS. IT?

What are rich snippets?
•  SERP growth beyond past simple text listings & ancient
‘GooglePlaces’ (GoogleMaps) results
•  synonyms:
•  schema.org
•  schema markup
•  rich content
•  microdata
•  structured data

Rich Content Traditional Elements:
•  GoogleMyBusiness/GoogleMaps/GoogleReviews
•  Sitelinks
•  YouTube videos
•  Effects on sitelinks
•  Effects on ratings & reviews in SERP
•  Images
•  The transformation from the old text listings in Google to
the richer display of varied content seen in the SERP
today

•  LACK OF RICH SNIPPETS IN BRANDNAME RESULTS FOR WEBSITE:
•  Brand name Google search
•  GoogleMyBusiness results in KnowledgeGraph
•  Yelp results with ratings rich snippets
•  Website brand name results don’t show rich snippets
WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 12

What is Structured Data?
“Structured data is a system of pairing a name with a value
that helps search engines categorize and index your
content.”
- moz.com

What is Structured Data?
“Structured data is a system of pairing a name with a value
that helps search engines categorize and index your
content.
Microdata is one form of structured data that works with
HTML5. Schema.org is a project that provides a particular
set of agreed-upon definitions for microdata tags.”
- moz.com

• 
The desktop SERP has been said to
have migrated from the “golden
triangle,” to the “F” – & these days
heatmaps are all over the place – a
problem for search predictability. Isn’t
this because rich content listings,
wherever their place on the SERP,
are grabbing attention? What’s more:
Isn’t Google’s design to keep you
interested in the entire SERP?
(Including the ads at bottom?)
Source: Machdigital.com

What’s the Value of Rich Snippets?
•  Modern approach to SEO gets away from keyword
ranking results,
•  & into coverage, qualitative results, social media results
such as “Follows” or “Likes” or “Shares.”
•  & growth in (quality) traffic.
•  Emphasizing more real estate on the SERP;
•  Heatmaps show eyes gravitate toward ‘dazzle/pizzaz’ on
the SERP (not just 3-pack or text listings)
•  This is what rich snippets give you; & can achieve a 30%
increase in CTR!
•  (source: http://searchengineland.com/how-to-get-a-30-increase-in-
ctr-with-structured-markup-105830)

MARKUPFOR WEBSITES
DO YOU HAVE
IT???

Google Structured Data Testing Tool

MARKUPFOR WEBSITES
IS IT WORKING???

Sample
code:
Google’s
tools:

Choose your category
(schema.org has good reference for categories)
•  The death of rel = author & GoogleAuthor & Google+
•  Product – Information about a product, including price, availability,
and review ratings.
•  Recipe – Recipes that can be displayed in web searches and Recipe
View.
•  Review – A review of an item such as a restaurant, movie, or store.
•  Event – An organized event, such as musical concerts or art festivals,
that people may attend at a particular time and place.
•  SoftwareApplication – Information about a software app, including its
URL, review ratings, and price.
•  Video – An online video, including a description and thumbnail.
•  News article – A news article, including headline, images, and
publisher info (note ties to old “GoogleAuthor” strategies & coding).
•  Science datasets

“News”
category
rich snippets
results
• 

MARKUPFOR WEBSITES
WHAT YOU CAN CONTROL
& WHAT YOU CAN’T…

What can, & can’t, you control?
CAN
•  Inputs
•  Code
•  Structured Data
Markup
•  Schema classifications
(i.e., reviews)
•  Types of listings
•  Image & video SEO
CAN’T
•  Outputs
•  Results
•  Rich Content
on SERP (amount)
•  Knowledge Graph
•  Amount & ranking of
results
•  Images & videos on main
SERP

MARKUPFOR WEBSITES
CODING IS BEST
BUT…

Rich snippets plugins:
•  WPSUPERSTARS.NET’s “6 BEST RICH SNIPPETS
SCHEMA PLUGINS FOR WORDPRESS:”
1.  WP Review Pro
2.  WP Product Review
3.  All in One Schema.org Rich Snippets
4.  Rich Snippets Wordpress Plugin
5.  Rich Reviews
6.  Schema App Structured Data
7.  (source: http://www.wpsuperstars.net/rich-snippets-schema-
plugins-for-wordpress/)

WP
Rich
Snippets
Plugin

Google
Data
Highlighter
Tool

Topic Description Overview
1.  Break down the SERP.
2.  Identify which elements come from Data Markup
3.  Definition & Classifications of rich snippets.
4.  The difference between that and rich media and content
5.  Do you have it? Analyzing for rich snippets
6.  Is it working? Google’s data markup tester
7.  What you can control and what you can't.
8.  The answer box and knowledge graph.
9.  Coding is best.
10.  What about rich snippets plug-ins
11.  What about Google highlighter
12.  What about Google Maps

STRUCTURED DATA & SCHEMA
MARKUP FOR WEBSITES
October 2017

Wp data markup SEO slides

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