1. Microformat Optimisation Jonathan Stewart Head of Search & Social Media @jonaths

2. Launched in 1999 500,000 reviews 100,000 products www.reviewcentre.com www.facebook.com/reviewcentre http://twitter.com/review_centre

3. Agenda Rich Snippets Review Centre’s Experience Process Timescales Traffic Observations

4. Rich Snippets Google’s Documentation on Microformats http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997

5. Types of Review Markup Individual Reviews Aggregate Reviews

6. Review Centre Website Hierarchy Homepage Tier 1 Tier 2 . . . . . . . . . Items 75% of traffic Reviews

7. Our Approach To Implementation Homepage Tier 1 Tier 2 . . . . . . . . . Items 75% of traffic Reviews

8. Item Pages PROPERTIES itemreviewed rating count

9. Process http://www.google.com/webmasters/tools/richsnippets http://www.google.com/support/webmasters/bin/request.py?contact_type=rich_snippets_feedback

10. Process

12. Finally got inclusion on 30th January

13. 6 weeks after submissionImage source= http://oldcoyote.wordpress.com

14. TRAFFIC 14% Image source= www.moregoogletraffic.com

15. Our Approach to Implementation Homepage Tier 1 Tier 2 . . . . . . . . . Items Reviews 75% of traffic

16. Review Pages PROPERTIES reviewer itemreviewed dtreviewed rating description

17. No need to resubmit Image source= www.core77.com

18. TRAFFIC 4% Image source= www.moregoogletraffic.com

19. …to marked up pages Traffic Increased…

20. Traffic Increased …to non-marked up pages

21. Why The Discrepancy Items Reviews

22. Cannibalisation 80% 20%

23. Cannibalisation 90% 10%

24. Cannibalisation 70% 30%

25. Key Takeaways Don’t expect a great deal of feedback from Google You should see significant traffic uplift Be prepared for a change in traffic patterns

26. Thankyou