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Maximising Your SERP Potential - Enhance your listings with Rich Snippets

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Maximising Your SERP Potential - Enhance your listings with Rich Snippets

  1. Maximising Your SERP Potential Enhance your listings with Rich Snippets Peter Handley theMediaFlow www.themediaflow.com @ismepete #thinkvis
  2. 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
  3. WHAT Are Rich Snippets? @ismepete #thinkvis
  5. People
  6. Authors Not a “true” rich snippet…
  7. Reviews
  8. Recipe
  9. Events
  10. Product
  11. Video
  12. Music @ismepete #thinkvis
  13. WHY
  14. Increased Click Through Rate @ismepete #thinkvis
  15. 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
  16. Author CTR @ismepete #thinkvis
  17. Author + Review CTR Based on individual user reviews, not aggregate @ismepete #thinkvis
  18. HOW to get Rich Snippets to appear @ismepete #thinkvis
  19. Microdata, Microformats and/or RDFa ….it’s about Semantics @ismepete #thinkvis
  20. The Semantic Web "a web of data that can be processed directly and indirectly by machines.“ Tim Berners-Lee
  21. 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
  22. 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
  23. 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
  24. You Can Use Any Of These ….Google recommends microdata @ismepete #thinkvis
  25. Implementing Person LinkedIn use hCard microformat I’d use http://schema.org/Person if setting this up today @ismepete #thinkvis
  26. 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
  27. Implementing Single Reviews @ismepete #thinkvis
  28. Implementing Aggregate Reviews @ismepete #thinkvis
  29. Implementing Recipe ….annoyingly, Google doesn’t seem to like giving me recipe snippets anymore @ismepete #thinkvis
  30. Implementing Events ….you could try the GWT Data Highlighter too, though none of my tests with it work yet @ismepete #thinkvis
  31. Implementing Product @ismepete #thinkvis
  32. Implementing Video ….I actually tend to use Video Sitemaps to get these Rich Snippets @ismepete #thinkvis
  33. Implementing Music Last.fm markup songs with Schema on Top Tracks: @ismepete #thinkvis
  34. Tools Raven Tools’ Schema Creator Rocks: http://schema-creator.org/ @ismepete #thinkvis
  35. Tools So does the microDATAgenerator: http://www.microdatagenerator.com/ @ismepete #thinkvis
  36. Tools Use Structured Data Testing Tool: http://www.google.com/webmasters/tools/richsnippets @ismepete #thinkvis
  37. MIX Them Up
  38. Why just use one Rich Snippet? ….more are better! @ismepete #thinkvis
  39. @ismepete #thinkvis
  40. It Doesn’t Always Work ….Google annoys me sometimes! @ismepete #thinkvis
  41. But It Can’t Work Unless You Try! ….So, give it a go! @ismepete #thinkvis
  42. Don’t Piss Off SEOs
  43. http://www.peterhandley.com/2012/04/yodel-delivery-problems-do-i-really-want-to-carry-on-purchasing-online/ @ismepete #thinkvis
  44. http://www.3ac.co.uk/1-and-1-internet-are-a-disgrace @ismepete #thinkvis
  45. http://www.omnlondon.com/vodafone-uk-business-account-scandal/ @ismepete #thinkvis
  46. http://www.1918.com/casey-movers-threatens-lawsuit-over-bad-yelp-review/ @ismepete #thinkvis
  47. http://www.rhyswynne.co.uk/greyhound-buses-why-wont-you-refund-me/ @ismepete #thinkvis
  48. Thanks for Listening! Let me know if you have any questions: @ismepete peter.handley@themediaflow.com www.themediaflow.com @ismepete #thinkvis
  49. 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