Maximising Your SERP Potential Enhance
your listings with Rich Snippets Peter Handley theMediaFlow www.themediaflow.com @ismepete #thinkvis

IS ME PETE? Director of
SEO at theMediaFlow Responsible for strategy and delivery Klout says I’m influential about rum (and SEO/Internet Marketing) @ismepete #thinkvis

WHAT Are Rich Snippets? @ismepete
#thinkvis

STAND
OUT

People

Authors Not a “true” rich
snippet…

Reviews

Recipe

Events

Product

Video

Music
@ismepete #thinkvis

WHY

Increased Click Through Rate @ismepete
#thinkvis

Review CTR Post Imp CTR
= Post Implementation CTR and compares month prior to Schema implementation to month after. Only includes terms that didn’t increase in position Based on individual user reviews, not aggregate @ismepete #thinkvis

Author CTR
@ismepete #thinkvis

Author + Review CTR Based
on individual user reviews, not aggregate @ismepete #thinkvis

HOW to get Rich Snippets
to appear @ismepete #thinkvis

Microdata, Microformats and/or RDFa ….it’s
about Semantics @ismepete #thinkvis

The Semantic Web "a web
of data that can be processed directly and indirectly by machines.“ Tim Berners-Lee

Microdata Microdata is an HTML
specification used to nest semantics within existing content on web pages. Search engines, web crawlers, and browsers can extract and process Microdata from a web page and use it to provide a richer browsing experience for users. http://en.wikipedia.org/wiki/Microdata_(HTML5) @ismepete #thinkvis

Microformats A microformat is a
web-based approach to semantic markup which seeks to re-use existing HTML/XHTML tags to convey metadata and other attributes in web pages and other contexts that support (X)HTML, such as RSS. http://en.wikipedia.org/wiki/Microformats @ismepete #thinkvis

RDFa RDFa (or Resource Description
Framework–in–attributes) is a W3C Recommendation that adds a set of attribute-level extensions to HTML, XHTML and various XML-based document types for embedding rich metadata within Web documents. http://en.wikipedia.org/wiki/RDFa @ismepete #thinkvis

You Can Use Any Of
These ….Google recommends microdata @ismepete #thinkvis

Implementing Person LinkedIn use hCard
microformat I’d use http://schema.org/Person if setting this up today @ismepete #thinkvis

Implementing Authorship Lots of ways
documented online The simplest way to do it is add ?rel=author to a link to your G+ page from a post … and a contributor link to your G+ page @ismepete #thinkvis

Implementing Single Reviews
@ismepete #thinkvis

Implementing Aggregate Reviews
@ismepete #thinkvis

Implementing Recipe ….annoyingly, Google doesn’t
seem to like giving me recipe snippets anymore @ismepete #thinkvis

Implementing Events ….you could try
the GWT Data Highlighter too, though none of my tests with it work yet @ismepete #thinkvis

Implementing Product
@ismepete #thinkvis

Implementing Video ….I actually tend
to use Video Sitemaps to get these Rich Snippets @ismepete #thinkvis

Implementing Music Last.fm markup songs
with Schema on Top Tracks: @ismepete #thinkvis

Tools Raven Tools’ Schema Creator
Rocks: http://schema-creator.org/ @ismepete #thinkvis

Tools So does the microDATAgenerator:
http://www.microdatagenerator.com/ @ismepete #thinkvis

Tools Use Structured Data Testing
Tool: http://www.google.com/webmasters/tools/richsnippets @ismepete #thinkvis

MIX
Them Up

Why just use one Rich
Snippet? ….more are better! @ismepete #thinkvis

@ismepete #thinkvis

It Doesn’t Always Work ….Google
annoys me sometimes! @ismepete #thinkvis

But It Can’t Work Unless
You Try! ….So, give it a go! @ismepete #thinkvis

Don’t Piss Off SEOs

http://www.peterhandley.com/2012/04/yodel-delivery-problems-do-i-really-want-to-carry-on-purchasing-online/
@ismepete #thinkvis

http://www.3ac.co.uk/1-and-1-internet-are-a-disgrace
@ismepete #thinkvis

http://www.omnlondon.com/vodafone-uk-business-account-scandal/
@ismepete #thinkvis

http://www.1918.com/casey-movers-threatens-lawsuit-over-bad-yelp-review/
@ismepete #thinkvis

http://www.rhyswynne.co.uk/greyhound-buses-why-wont-you-refund-me/
@ismepete #thinkvis

Thanks for Listening! Let me
know if you have any questions: @ismepete peter.handley@themediaflow.com www.themediaflow.com @ismepete #thinkvis

Resources: Useful Links: Images: http://schema.org/
Stand Out - http://www.flickr.com/photos/pdbreen/3398012211/ People - http://www.flickr.com/photos/thekbriodys/2383535992/ http://microformats.org/ Review – Thumb Up - https://developers.google.com/webmasters/richsnippets/ http://www.flickr.com/photos/brightmeadow/1277721242/ http://www.google.com/webmasters/tools/richsnippets Event – Willy Mason - http://schema-creator.org/ http://www.flickr.com/photos/deargdoom57/6090691859/ Video - http://www.flickr.com/photos/deltamike/1450214894/ http://www.microdatagenerator.com/ Music - Rodrigo y Gabriela - http://www.flickr.com/photos/michemay/4776494889/ Why - http://www.flickr.com/photos/drachmann/327122302/ Web - http://www.flickr.com/photos/cybershotking/329184504/ Mix Them Up -http://www.flickr.com/photos/jwthompson2/145296920/ Danger - http://www.flickr.com/photos/spcbrass/4557822128/ Careful! Wasp Nest - http://www.flickr.com/photos/ell-r-brown/5994422112/ Havana Club Rum & Coke - http://instagram.com/p/WHzuuaR13l/ @ismepete #thinkvis