What's New With Markup and Structured Data By Tony Edward

#SMX #22A1 @TonyENYC

Tony Edward – Sr. SEO Manager, NYU Adjunct Instructor

WHAT’S NEW WITH MARKUP &

STRUCTURED DATA

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

Example Title Slide:

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.


ü OverviewofStructuredData/SchemaMarkupü  What'sNewü  StructuredDataPenaltiesü  Recap

Agenda Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.


Have You Seen Results Like This Before? Text Slide with Solid Blue Banner:



TITLE OPTION #2 – IMAGE Slide with SMX FOOTER:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooter-eitherforatitleslideorallothers.YOUMUSTUSETHISFOOTERATMINIMUMONYOURTITLESLIDE&ALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifusingexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionSMXwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

•  RichSnippetsaregeneratedfromStructuredDataimplementation

•  ThemostcommonStructuredDatalanguageisSchema.org.ItisastandardthatwasdevelopedbytheSearchEngines.





•  Wheninformationishighlystructuredandpredictable,searchenginescanmoreeasilyorganizeanddisplayitincreativeways.

•  StructuredDatamakesthecontentonyoursitemorecrawlableandcanleadtoenhancedsearchvisibilityviaRichSnippets,RichResultsandKnowledgeGraphCards.

So What? Text Slide with Solid Blue Banner:






•  Organization•  Website•  LocalBusiness•  Product•  Offer•  Ratings•  Reviews

Commonly Used Schema Markup Types Text Slide with Solid Blue Banner:


•  Articles•  Videos•  Recipes•  Movies•  Music•  Events•  Person


•  Googlehasstatedthatthereisnoguaranteethatrichsnippetswillappearforyourwebsiteevenifyou’releveragingstructureddata.

•  Thealgorithmdeterminesifrichsnippetswillappearbasedonanumberoffactors.

Rich Snippets Text Slide with Solid Blue Banner:



MarkingupBreadcrumbsandInternalSiteSearchcanenhanceyourwebsite’ssearchvisibility.

Rich Results Text Slide with Solid Blue Banner:



LeveragingSchemaWebsitemarkupcanalsohelpyougaintheSiteNamefeature.

Rich Results Text Slide with Solid Blue Banner:



•  LeveragingOrganization,LocalBusinessorBrandSchemaMarkupcanhelpyougainaKnowledgeGraphresult.

•  YourcontentcanalsoappearforKnowledgeGraphanswerresults.

Knowledge Graph Cards Text Slide with Solid Blue Banner:






IleveragedSchemaPersonmarkuponmywebsitetohelpmegainaKnowledgeGraphcardresult.




Schema Markup Formats Text Slide with Solid Blue Banner:



JSON-LD vs Microdata Text Slide with Solid Blue Banner:


MICRODATA

<divitemscopeitemtype="http://schema.org/Product"><spanitemprop="name">KenmoreWhite17"Microwave</span><imgitemprop="image"src="kenmore-microwave-17in.jpg"alt='Kenmore17"Microwave'/><divitemprop="aggregateRating"itemscopeitemtype="http://schema.org/AggregateRating">Rated<spanitemprop="ratingValue">3.5</span>/5basedon<spanitemprop="reviewCount">11</span>customerreviews</div><divitemprop="offers"itemscopeitemtype="http://schema.org/Offer"><spanitemprop="priceCurrency"content="USD">$</span><spanitemprop="price"content="1000.00">1,000.00</span><linkitemprop="availability"href="http://schema.org/InStock"/>Instock</div>

JSON-LD

<scripttype="application/ld+json">{"@context":"http://schema.org","@type":"Product","aggregateRating":{"@type":"AggregateRating","ratingValue":"3.5","reviewCount":"11"},"description":"0.7cubicfeetcountertopmicrowave.HassixpresetcookingcategoriesandconveniencefeatureslikeAdd-A-MinuteandChildLock.","name":"KenmoreWhite17\"Microwave","image":"kenmore-microwave-17in.jpg",


LeveragethistooltotestyourStructuredDataMarkupImplementationhttps://search.google.com/structured-data/testing-tool

Google Structured Data Testing Tool Text Slide with Solid Blue Banner:



TheBingMarkupValidatorToolcanbefoundwithinyourBingWebmasterToolsprofile.

Bing Markup Validator Tool Text Slide with Solid Blue Banner:



LeveragethisreportinGoogleSearchConsoletomonitorStructuredDataindexationanderrors.

Google Structured Data Report Text Slide with Solid Blue Banner:



Social Structured Data Markup Text Slide with Solid Blue Banner:


Leveragethefollowingsocialmarkupsonyourwebsitetogetenhancedvisibilityonsocialmediawebsites

§  OpenGraphTags§  TwitterCards§  RichPins




OpenGraphTagsweredevelopedbyFacebook




•  LeveragetheappropriateOpenGraphmarkupbasedoncontenttype(website,blog,article,actor,movieetc.)FullList-http://bit.ly/opengraph2016

•  TheFacebookOpenGraphDebuggertoolcanbeleveragedtotestyourmarkup-https://developers.facebook.com/tools/debug/




TwitterCardsexpandyourwebpagesbeyond160characterswhentheyaresharedonTwitter.




•  LeveragetheappropriateTwitterCardtypebasedonyourcontenttype(summary,photo,productetc.)FullList-http://bit.ly/twittercards2016

•  TheTwitterValidatortoolcanbeleveragedtotestyourmarkup-https://cards-dev.twitter.com/validator




RichPinsaregeneratedfromOpenGraphTagsandSchemaMarkupthatareimplementedonyourwebsite.


Structured Data and Schema Markup

WHAT’S NEW?




•  RichcardsareanewGoogleSearchresultformatbuildingonthesuccessofrichsnippets.

•  Justlikerichsnippets,richcardsuseschema.orgstructuredmarkuptodisplaycontentinanevenmoreengagingandvisualformat,withafocusonprovidingabettermobileuserexperience.

Rich Cards Text Slide with Solid Blue Banner:






ThefirsttworichcardcontentcategoriessupportedbyGooglearerecipesandmovies




LeveragetheRichCardsreportinGoogleSearchConsoletomonitorindexationanderrors.




•  Anew“Richresults”filterinintheGoogleSearchConsoleSearchAnalyticsReport(currentlyinaclosedbeta)willhelpyoutrackhowyourrichcardsandrichsnippetsaredoinginsearch:you’llbeabletodrilldownandseeclicksandimpressionsforboth.

•  Keepaneyeoutforthisfeature.




•  WhenyouusetheAcceleratedMobilePages(AMP)specificationforyourwebpages,youmakeyourcontenteligibleforadditionalRichCardfeatures.

•  Forexample,theTopStoriescarouselpreviews

articlesandvideocontentfromsitesthatuseAMPHTML.




StructuredDataisimportantforAMP(AcceleratedMobilePages)Content.

AMP Text Slide with Solid Blue Banner:



STRUCTURED DATA PENALTY




ImproperimplementationofStructuredDatacanleadtoapenaltyfromGoogle.Penaltycanbepartialorsite-wide.

Structured Data Penalty Text Slide with Solid Blue Banner:



Waystogetpenalized:

§  Markingupcontentthatisinvisibletousers

§  Markingupfakeratingsandreviews§  Markingupratingsandreviewsthatare

notspecifictoaproductorservice§  (New)MarkingupThirdPartyReviewson

yourwebsite§  BewareofoutdatedMarkupPlugins!




Howtorecoverifyou’vebeenpenalized:

ü  ReviewtheStructuredDataReportinyourGoogleSearchConsoleprofile.Auditallofyourstructureddataimplementation.

ü  Cross-referencetherespectiveschemamarkupimplementationanderrorswithGoogleguidelinesandSchema.org.

ü  Submitareconsiderationrequestoncetheissuesarefixed.Outlineindetailwhatstepsyoutooktoremovethestructureddatathatwascausingtheissue.Moreinfohere-http://bit.ly/markuppenalty




RECAP




ü  LeverageStructuredDatawherepossible.Capitalizeonallcontentopportunities

ü  Markupsiteelementssuchasbreadcrumbsandinternalsitesearchtoboostyourorganicsearchvisibility

ü  ThepreferredSchemaMarkupformatisJSON-LDü  LeverageSocialMarkuptypessuchasOpenGraphTagsandTwitter

Cardsü  Ensureyourstructureddata/schemamarkupimplementation

followsGoogleguidelinestoavoidpenaltyandlossofRichSnippetsandRichCards

Recap Text Slide with Solid Blue Banner:



LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Marketing

What's New With Markup and Structured Data By Tony Edward