microformats by jonathan stewart

24
Microformat Optimisation Jonathan Stewart Head of Search & Social Media @jonaths

Upload: auexpo-conference

Post on 18-May-2015

572 views

Category:

Technology


3 download

TRANSCRIPT

Page 1: Microformats by Jonathan Stewart

Microformat Optimisation

Jonathan Stewart

Head of Search & Social Media

@jonaths

Page 2: Microformats by Jonathan Stewart

Launched in 1999500,000 reviews100,000 products

www.reviewcentre.com www.facebook.com/reviewcentrehttp://twitter.com/review_centre

Page 3: Microformats by Jonathan Stewart

Rich SnippetsReview Centre’s ExperienceProcessTimescalesTraffic Observations

Agenda

Page 4: Microformats by Jonathan Stewart

Rich Snippets

Google’s Documentation on Microformats

http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997

Page 5: Microformats by Jonathan Stewart

Types of Review Markup

Individual Reviews

Aggregate Reviews

Page 6: Microformats by Jonathan Stewart

Review Centre Website HierarchyHomepage

Tier 1

Tier 2

Items

Reviews75% of traffic

. . . . . . . . .

Page 7: Microformats by Jonathan Stewart

Our Approach To ImplementationHomepage

Tier 1

Tier 2

Reviews75% of traffic

Items

. . . . . . . . .

Page 8: Microformats by Jonathan Stewart

Item Pages PROPERTIES

itemreviewed

rating

count

Page 9: Microformats by Jonathan Stewart

Process

http://www.google.com/webmasters/tools/richsnippets http://www.google.com/support/webmasters/bin/request.py?contact_type=rich_snippets_feedback

Page 10: Microformats by Jonathan Stewart

Process

Submit

Feedback from GoogleFixed

Page 11: Microformats by Jonathan Stewart

• If I mark up my pages, does that guarantee I'll get Rich Snippets?

No

• Finally got inclusion on 30th January

• 6 weeks after submission

Image source = http://oldcoyote.wordpress.com

Page 12: Microformats by Jonathan Stewart

TRAFFIC

14%

Image source = www.moregoogletraffic.com

Page 13: Microformats by Jonathan Stewart

Our Approach to ImplementationHomepage

Tier 1

Tier 2

Reviews75% of trafficItems

. . . . . . . . .

Page 14: Microformats by Jonathan Stewart

Review Pages PROPERTIES

reviewer

itemreviewed

dtreviewed

rating

description

Page 15: Microformats by Jonathan Stewart

No need to resubmit

Image source = www.core77.com

Page 16: Microformats by Jonathan Stewart

TRAFFIC

4%

Image source = www.moregoogletraffic.com

Page 17: Microformats by Jonathan Stewart

…to marked up pages

Traffic Increased…

Page 18: Microformats by Jonathan Stewart

Traffic Increased

…to non-marked up pages

Page 19: Microformats by Jonathan Stewart

Why The Discrepancy

Items

Reviews

Page 20: Microformats by Jonathan Stewart

Cannibalisation

80%

20%

Page 21: Microformats by Jonathan Stewart

Cannibalisation

90%

10%

Page 22: Microformats by Jonathan Stewart

Cannibalisation

70%

30%

Page 23: Microformats by Jonathan Stewart

Key Takeaways

Don’t expect a great deal of feedback from Google

You should see significant traffic uplift

Be prepared for a change in traffic patterns

Page 24: Microformats by Jonathan Stewart

Thankyou