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Leveraging the powers of Structured Data ✨

There are many great resources out there on how to create Structured Data markup for your websites, and why this is beneficial for triggering Rich Results in Search. But I understand that getting Structured Data best implemented across your site requires buy-in from stakeholders and developer resources. In my new SMX Munich talk, I give advice on how you can implement an effective process that will ensure reliable testing and implementation of Schema mark-up and how this can benefit your website's goals.

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Leveraging the powers of Structured Data ✨

  1. 1. @izzionfire #SMX Leveraging the Powers of Structured Data ✨
  2. 2. @izzionfire #SMX (from a realist / optimistic SEO perspective) ✨
  3. 3. @izzionfire #SMX I’m in a great mood today.
  4. 4. @izzionfire #SMX Let’s get Ryte to it
  5. 5. @izzionfire #SMX Structured Data is an area that is constantly developing and evolving
  6. 6. @izzionfire #SMX Some Hot Structured Data News of 2020 Google ends Rich Results for data-vocabulary New Results for Image Licenses & COVID announcements FAQ Rich Results will be shown less frequently Jan 2020 April / May 2020 July 2020 💀 💬 Stronger updates to Documentation ✍ Refinement of Result Type requirements 🌟
  7. 7. @izzionfire #SMX & Google made a bold move in July 2020
  8. 8. @izzionfire #SMX So long SDTT 👋😢
  9. 9. @izzionfire #SMX
  10. 10. @izzionfire #SMX
  11. 11. @izzionfire #SMX “Even without the structured data leading to rich results, our systems profit by understanding the pages better when they use structured data,” 09.10.19 - #AskGoogleWebmasters
  12. 12. @izzionfire #SMX Entity Knowledge Cards Entity Knowledge Panel
  13. 13. @izzionfire #SMX Speculative Fiction Is Author of Is Based on actor Starred in Ottawa, Canada Born in 18.11. 1939 has Birth date Dystopian Fiction May, 2003 Published on L.A., USA The Knowledge Graph
  14. 14. @izzionfire #SMX Speculative Fiction Is Author of Is Based on actor Starred in Ottawa, Canada Born in 18.11. 1939 has Birth date Dystopian Fiction May, 2003 Published on L.A., USA
  15. 15. @izzionfire #SMX Structured Data is a crucial aspect behind enriched Semantic Search
  16. 16. @izzionfire #SMX To align this crucial process, schema.org was developed
  17. 17. @izzionfire #SMX
  18. 18. @izzionfire #SMX But ~9 years later, is Schema.org markup still needed?
  19. 19. @izzionfire #SMX Countless systems are in place for Entity recognition...
  20. 20. @izzionfire #SMX … and for extracting facts from unstructured text.
  21. 21. @izzionfire #SMX
  22. 22. @izzionfire #SMX But we need to markup our properties and define intrinsic connections as an additional step towards data accuracy Your Data Structure Data Interchange Format
  23. 23. @izzionfire #SMX Especially to provide reliable nested connections for our item types https://schema.org/Recipe https://schema.org/Organization https://schema.org/VideoObject https://schema.org/Review https://schema.org/Person
  24. 24. @izzionfire #SMX To give businesses a better chance and easier way of building their own connected Knowledge Graphs https://izzi.com/tshirt#product4 https://izzi.com#organization part of brand: https://izzi.com#person/izzi founded by:
  25. 25. @izzionfire #SMX Rich Results and Entity Features also greatly assist with Google’s Search Experience and thus their market dominance >
  26. 26. @izzionfire #SMX Structured Data, is breathtaking.
  27. 27. @izzionfire #SMX Is it a “ranking factor” then?
  28. 28. @izzionfire #SMX
  29. 29. @izzionfire #SMX
  30. 30. @izzionfire #SMX Google: Structured Data isn’t a ranking factor SEOs:
  31. 31. @izzionfire #SMX However, maybe this would assist with getting the darn thing implemented!
  32. 32. @izzionfire #SMX How to best implement useful Structured Data
  33. 33. @izzionfire #SMX The basic formula towards Structuring Data for Search Engines Your Data Semantic Vocabulary Data Interchange Format
  34. 34. @izzionfire #SMX (Of course with correct nesting in place) https://schema.org/Recipe https://schema.org/Organization https://schema.org/VideoObject https://schema.org/Review https://schema.org/Person
  35. 35. @izzionfire #SMX 👩‍💻 But there is a strong difference between writing up fancy JSON-LD blobs and actually getting them validated and live
  36. 36. @izzionfire #SMX Getting it applied site-wide depends on many factors!
  37. 37. @izzionfire #SMX Plugins help automate Schema generation in popular CMS’
  38. 38. @izzionfire #SMX JS / Google Tag Manager can be a good workaround, although not the ideal solution https://developers.google.com/search/docs/guides/ generate-structured-data-with-javascript
  39. 39. @izzionfire #SMX Manually - creating scripts yourself and directly pushing to pages
  40. 40. @izzionfire #SMX Manually - creating scripts yourself and directly pushing to pages Can be time consuming and messy
  41. 41. @izzionfire #SMX 👩‍💻 The most efficient and reliable way usually requires assistance from our beloved developers!
  42. 42. @izzionfire #SMX It depends (sorry) on many factors!
  43. 43. @izzionfire #SMX To get the buy-in, we need justification and results!
  44. 44. @izzionfire #SMX Understand the Problem
  45. 45. @izzionfire #SMX Understand the Problem Can Structured Data resolve this?
  46. 46. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother no
  47. 47. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve no yes
  48. 48. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup no yes
  49. 49. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? no yes
  50. 50. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  51. 51. @izzionfire #SMX 1. Identify if Structured Data is the solution to your issues
  52. 52. @izzionfire #SMX @JohnMu says it best! (And this is something we need to properly consider more)
  53. 53. @izzionfire #SMX SEOs
  54. 54. @izzionfire #SMX 💡 Remember: 💡 Delightful Structured Data is not always a priority for many websites
  55. 55. @izzionfire #SMX What can Structured Data assist with Irrelevant traffic🤔 ● Provide details of the page’s attributes in Rich Results ● Give meaning to ambiguous content Navigational results🧭 ● Enrich Knowledge Graphs ● Factually accurate Entity Results Subpar CTR👆 ● Improve click-through-rate with Richer Results Lack of clarity🔮 ● Attempt to make connections become clearer, e.g. to prove E-A-T signals
  56. 56. @izzionfire #SMX Today’s focus: Irrelevant traffic🤔 ● Provide details of the page’s attributes in Rich Results ● Give meaning to ambiguous content Navigational results🧭 ● Enrich Knowledge Graphs ● Factually accurate Entity Results Subpar CTR👆 ● Improve click-through-rate with Richer Results Lack of clarity🔮 ● Attempt to make connections become clearer, e.g. to prove E-A-T signals
  57. 57. @izzionfire #SMX 👆 Subpar CTR 👆
  58. 58. @izzionfire #SMX That’s just sooo 2015
  59. 59. @izzionfire #SMX Google Searchers
  60. 60. @izzionfire #SMX We need to stand out as best as we can to drive more clicks
  61. 61. @izzionfire #SMX Not only just from paid results!
  62. 62. @izzionfire #SMX Article Recipe FAQs
  63. 63. @izzionfire #SMX Breadcrumb Carousel CourseArticle Book Dataset Employer Aggregate Rating Estimated Salary COVID-19 Announcements 🧪 Critic Review FAQ How-to Image License 🧪Event Fact Check Local Business Logo MovieJob Posting Job Training 🧪 Recipe Review Sitelinks Search Box Product Q&A Subscription & Paywalled content VideoSoftware App Speakable 🧪
  64. 64. @izzionfire #SMX COVID-19 Announcements (April 2020) Image Licensing (July 2020)
  65. 65. @izzionfire #SMX https://developers.google.com/search/reference/overview
  66. 66. @izzionfire #SMX
  67. 67. @izzionfire #SMX How to start with improving 👆 Subpar CTR 👆
  68. 68. @izzionfire #SMX Find examples to test on, e.g. with high positions yet low CTR (only if click intent is there)
  69. 69. @izzionfire #SMX
  70. 70. @izzionfire #SMX Locate your CTR Underperformers, and roll out necessary actions
  71. 71. @izzionfire #SMX Locate your CTR Underperformers, and roll out necessary actions
  72. 72. @izzionfire #SMX
  73. 73. @izzionfire #SMX 💡 Remember: 💡 You don’t always need Rich Result powering Schema markup to enrich your snippets!
  74. 74. @izzionfire #SMX Clear menus and navigation can assist with one-line sitelinks
  75. 75. @izzionfire #SMX Plain HTML tables or <div> containers can be taken to bulk out SERP Snippets
  76. 76. @izzionfire #SMX Don’t forget Featured Snippets! Which are the outcome of high quality resources with relevant structure
  77. 77. @izzionfire #SMX 🧭 Navigational Results 🧭
  78. 78. @izzionfire #SMX Self-Owned ● Your domain’s own Featured Snippets that you can amend if needs be Google-Owned ● Knowledge Graph results & Entity Features that may require some pushes SERP Competitor Owned ● Reach out to them to update the incorrect information in a Featured Snippet ● Attempt to overtake the Featured Snippet location Categories of your Branded / Navigational Results Ownership
  79. 79. @izzionfire #SMX Categories of your Branded / Navigational Results Ownership Self-Owned ● Your domain’s own Featured Snippets that you can amend if needs be Google-Owned ● Knowledge Graph results & Entity Features that may require some pushes SERP Competitor Owned ● Reach out to them to update the incorrect information in a Featured Snippet ● Attempt to overtake the Featured Snippet location
  80. 80. @izzionfire #SMX displayed for key brand searches 1. Brand Knowledge Panels
  81. 81. @izzionfire #SMX displayed for navigational and informational branded searches 2. Branded Knowledge Cards
  82. 82. @izzionfire #SMX displayed for navigational and informational branded searches 2. Branded Knowledge Cards
  83. 83. @izzionfire #SMX Structured Data provides us with ways of creating / taking control over these types of results.
  84. 84. @izzionfire #SMX I know what you’re thinking! Why give Google all the answers?
  85. 85. @izzionfire #SMX These can be some worthwhile advantages: Representation > Exclusion Be in control of facts > Misinformation On-SERP Satisfaction > Quick website visits Quicker Conversions via Google Integrations
  86. 86. @izzionfire #SMX No in-person attendance Incorrect date
  87. 87. @izzionfire #SMX
  88. 88. @izzionfire #SMX 1 2 Das Problem:
  89. 89. @izzionfire #SMX
  90. 90. @izzionfire #SMX
  91. 91. @izzionfire #SMX
  92. 92. @izzionfire #SMX How to start with improving 🧭 Navigational Results 🧭
  93. 93. @izzionfire #SMX First of all, find your important branded queries with aliases & misspellings
  94. 94. @izzionfire #SMX
  95. 95. @izzionfire #SMX Tip: locate important comparison / navigation terms as these can sometimes trigger an Entity Carousel
  96. 96. @izzionfire #SMX Check Knowledge Graph Entities Search API tester https://developers.google.com/knowledge-graph
  97. 97. @izzionfire #SMX More User Friendly: Knowledge Graph Search by Carl Hendy https://carlhendy.com/knowledge-graph-search/
  98. 98. @izzionfire #SMX Find your Entity Types and discover data conflicts
  99. 99. @izzionfire #SMX Aim to take control by claiming your Knowledge Panels with the required criteria
  100. 100. @izzionfire #SMX Improve your Entity results with Organization* Structured Data
  101. 101. @izzionfire #SMX Improve your Entity results with Organization* Structured Data *Or the most specificType
  102. 102. @izzionfire #SMX
  103. 103. @izzionfire #SMX https://izzi.com/tshirt#product https://izzi.com#organization part of brand:
  104. 104. @izzionfire #SMX Aim to create clear graphs that provide intrinsic connections Product Created / manufactured by: Reviewed by: Is Consumable for: Organization Person Product
  105. 105. @izzionfire #SMX 🤔 Irrelevant Traffic 🤔
  106. 106. @izzionfire #SMX Utilize properties that bring you qualified and retainable traffic This looks naughty 😏 But I’m on a diet! 😢
  107. 107. @izzionfire #SMX E.g. Item Availability for out-of-stock products
  108. 108. @izzionfire #SMX
  109. 109. @izzionfire #SMX Rather than trying to “hide” your seasonal products 😉
  110. 110. @izzionfire #SMX Understand if there are high bounces caused by irrelevance
  111. 111. @izzionfire #SMX 🔮 Lack of clarity 🔮
  112. 112. @izzionfire #SMX Remember: Structured Data not only helps define meaning, but can solidify connections across topics and entities alumniOf award jobTitle honorificPrefix hasCredential sameAs Dr. Izzi MD
  113. 113. @izzionfire #SMX https://www.searchenginejournal.com/how-to- use-structured-data-to-support-e-a-t/362946/ Thanks @lilyraynyc!
  114. 114. @izzionfire #SMX Why should Google (& why should I!?) trust this Python course?
  115. 115. @izzionfire #SMX
  116. 116. @izzionfire #SMX Check in Google’s Cloud Natural Language API tester if important entities are recognizable
  117. 117. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  118. 118. @izzionfire #SMX 2. Lay out some clear, quantifiable goals you aim to achieve
  119. 119. @izzionfire #SMX What is your objective and which Structured Data types will help you reach that goal? Increased nB Clicks Increase branded query CTR Reduce bounce rate Increase conversions
  120. 120. @izzionfire #SMX “As a potential customer, I need to be able to trust the website before I click on their result and visit their page. Therefore, I want to see Product Rich Results that are generated by Schema markup.” Prepare requests as User Stories to aid with ticket planning & prioritization
  121. 121. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  122. 122. @izzionfire #SMX 3. Roll out Minimal Viable Markup
  123. 123. @izzionfire #SMX Check the Google documentations for guidelines
  124. 124. @izzionfire #SMX And the required markup to generate a Rich Result! These are must-haves to win a Rich Result
  125. 125. @izzionfire #SMX Manually create test scripts and insert with a quick workaround
  126. 126. @izzionfire #SMX Using a crawler you can extract the required data with custom settings Ryte - Website Success
  127. 127. @izzionfire #SMX Using a crawler you can extract the required data with custom settings Ryte - Website Success
  128. 128. @izzionfire #SMX Export the data to Excel / Google Sheets and clean it up
  129. 129. @izzionfire #SMX Create and validate your script template https://search.google.com/test/rich-results
  130. 130. @izzionfire #SMX In a seperate tab, build concatenates to combine the template with the extracted data! <30 minutes of work!
  131. 131. @izzionfire #SMX Ideally: control the test by applying to 50% of a similar set of pages Control GroupTest Group www.izzi.com/product/1/ www.izzi.com/product/3/ www.izzi.com/product/5/ www.izzi.com/product/7/ www.izzi.com/product/9/ www.izzi.com/product/11/ www.izzi.com/product/13/ www.izzi.com/product/15/ www.izzi.com/product/17/ www.izzi.com/product/19/ www.izzi.com/product/2/ www.izzi.com/product/4/ www.izzi.com/product/6/ www.izzi.com/product/8/ www.izzi.com/product/10/ www.izzi.com/product/12/ www.izzi.com/product/14/ www.izzi.com/product/16/ www.izzi.com/product/18/ www.izzi.com/product/20/
  132. 132. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  133. 133. @izzionfire #SMX 4. Tracking benefits and changes
  134. 134. @izzionfire #SMX Create Page Segments to properly track changes over time
  135. 135. @izzionfire #SMX Then you can compare your real GSC Search Performance Schema No Schema pages Schema No Schema pages
  136. 136. @izzionfire #SMX Not seeing any Rich Results? There might be a reason for that: 1. You might have a Manual Rich Results Penalty for SD manipulation ● This means your website can’t display any SERP features. Fix the offending issue and submit via GSC. 2. A Rich Result simply isn’t relevant for this query ● Google will not display a Rich Result if they don’t see it as providing any general value to a searcher’s interaction 3. There are syntax errors or parsing problems ● Validate with the Rich Results Testing Tool to troubleshoot any bugs that need to be fixed 4. The site has been perceived as being low quality ● Google’s algorithms may have evaluated your domain as too low-quality. Perform a site: search to check. 5. Google has updated their requirements for the Rich Result to be displayed ● Occasionally Google will add new requirements for Rich Results. Check the documentation.
  137. 137. @izzionfire #SMX Understand the Problem Can Structured Data resolve this? Don’t bother Define the primary goal to achieve Implement Minimum Viable Markup Were the results at all beneficial? Roll-out no yes yes no
  138. 138. @izzionfire #SMX 🎉 Success? 🎉 Roll that bad boy out!
  139. 139. @izzionfire #SMX You will now have justification, and results to present! We need proper Structured Data on our pages and here’s why:
  140. 140. @izzionfire #SMX It may take time but now you have the results & justification Your proposed solution to a problem Setting quantifiable measurements First proof of concept Proving results to decision makers Roll-out planning
  141. 141. @izzionfire #SMX Once you have a working process in place, you can then start to test even more Structured Data awesomeness: ● Additional properties that keep uplifting clicks / user engagement ● Product conversions via Surfaces on Google features ● Google Actions that further enrich your services ● Building wonderful, connected Knowledge Graphs ● Using Structured Data types for Analytics ● Even more things I forgot to mention!
  142. 142. @izzionfire #SMX 🔥 Happy Structuring 🔥
  143. 143. @izzionfire #SMX Don’t forget to install the Ryte Structured Data Helper Plugin!
  144. 144. @izzionfire #SMX Don’t forget to install the Ryte Structured Data Helper Plugin! bit.ly/ryte-helper
  145. 145. @izzionfire #SMX ❤ Thanks for listening ❤
  146. 146. @izzionfire #SMX Stay in touch! Izzi Smith Technical SEO Analyst, Ryte @izzionfire izzi@ryte.com

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