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

4. STAND
OUT

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
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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
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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
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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
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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
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28. Implementing Aggregate Reviews
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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:
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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

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

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

43. Don’t Piss Off SEOs

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

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

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

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

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

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

50. 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