This document discusses how using Schema markup can improve findability on search engines by providing structured data that enables rich snippets and product listing ads. It provides examples of common Schema types for reviews, products, recipes, events and software applications. The document demonstrates how to implement Schema using Microdata for a book and recommends tools from Google and Schema.org for testing and validating Schema markup implementations. In conclusion, it notes that only 0.3% of over 50 million analyzed domains currently use Schema.

1. Better findability
with Schema

2. Ana Gasston
SEO Manager at WBS
@anagasston

3. Google SERP

4. Rich Snippets

5. Product Listing Ads

6. Schema types
• Reviews
• Products
• Recipes
• Events
• Software Application

7. schema.org

8. How to use Schema
<div>
<h2>Wolf Hall</h2>
<h3>by <a href="/author/hilary-mantel.html">Hilary Mantel</a></h3>
<p>4 stars - 78,000 ratings</p>
<p>Publisher: HarperCollins Publishers Ltd - Jan 1, 2009</p>
</div>

9. Microdata
<div itemscope itemtype="http://schema.org/Book">
<h2 itemprop="name">Wolf Hall</h2>
<h3>by <a itemprop="author" href="/author/hilary-mantel.html">Hilary
Mantel</a></h3>
<p itemprop="aggregateRating" itemscope itemtype="http://schema.org/
AggregateRating">
<meta itemprop="bestRating" content="5" />
<span itemprop="ratingValue">4</span> stars - <span
itemprop="ratingCount">78,389</span> ratings</p>
<p>Publisher: <span itemprop="publisher">HarperCollins Publishers
Ltd</span> - <time itemprop="datePublished" datetime="2009-01-01">Jan
1, 2009</time></p>
</div>

10. Structured Data Testing Tool
google.com/webmasters/tools/richsnippets

12. Structured Data Markup Helper
google.com/webmasters/markup-helper/

13. New Testing Tool
developers.google.com/webmasters/structured-data/testing-tool/

14. 0.3% of over 50m domains
analysed use Schema
searchmetrics.com/news-and-events/schema-org-in-google-search-results/

15. Thank you
Ana Gasston
@anagasston