what schemas & microdata you need to be using now

Milestone Confidential

What Schemas & Microdata

You Need To Be Using NOW

2Milestone Confidential

www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

Agenda

Choosing right markup for your

business

Deploying structured data at the

CMS level

CMS level Schema testing panel

Re-architecting content and site structure to support schemas

Case study showing impact of

schema’s on conversion

How to test and validate schema’s on a ongoing basis?

3



Schemas Gives desired information to search engine in the format they want

fn:Ramada Hotel & Suites Bangkok

Organization-name:Ramada Hotel & Suites Bangkok

adr:street-address:22 Sukhumvit Soi 12

locality:Klongtoey

region:Bangkok

NearBy:Suvarnabhumi Airport

Keyword = [Hotel in Bangkok near Airport ]

Keyword = [Organization + Region + Nearby]



Structure Improves Google Trends



Acceptable rich snippets

mark up formats

Microdata (SCHEMAs) , Microformats or

hcards and RDFa

https://support.google.com/webmasters/ans

wer/99170?hl=en

Rich Snippets are the few lines of text that appear under every search

result are designed to give users a sense for what’s on the page and

why it’s relevant to their query.

3 steps to implementing rich snippets on a website:

Pick a markup

format for your

industry

Mark up your

content, deploy

at the back end

Test your

markup in rich

snippet testing

tool

1 2 3

https://support.google.com/webmasters/answer/answer.py?answer=176035



https://support.google.com/webmasters/answer/99170?hl=en



Hummingbird (Conversational Search)

and Structured data (Schemas)



Schema.org

1. http://schema.org/GolfCourse

2. http://schema.org/Park

3. http://schema.org/ShoppingCenter

4. http://schema.org/StadiumOrArena

5. http://schema.org/Museum

6. http://schema.org/Airport

7. http://schema.org/Aquarium

8. http://schema.org/CollegeOrUniversity

9. http://schema.org/Casino

10.http://schema.org/Zoo

11.http://schema.org/Beach

12.http://schema.org/Restaurant

13.http://schema.org/SkiResort

14.http://schema.org/Hospital

15.http://schema.org/SportsActivityLocation

http://schema.org/GolfCourse

http://schema.org/Park

http://schema.org/ShoppingCenter

http://schema.org/StadiumOrArena

http://schema.org/Museum

http://schema.org/Airport

http://schema.org/Aquarium

http://schema.org/CollegeOrUniversity

http://schema.org/Casino

http://schema.org/Zoo

http://schema.org/Beach

http://schema.org/Restaurant

http://schema.org/SkiResort

http://schema.org/Hospital

http://schema.org/SportsActivityLocation



Schema for SEMANTIC search

Schema.orgAddress

Location

Restaurant

Shopping

User Generated Reviews

Things to do

EventsImages

Specials

Rooms

Video

Bread crumbs

+35 other

schemas



Geo-Local

Vertically Focused

Socially Relevant

SEARCHRESULTS

Evolution of Search

Thin content

/ duplicate

content

Bad links /

Keyword

stuffing

(Conversational

Content)

PANDA PENGUIN

HUMMINGBIRD

Tactics

Strategy

Schemas

Index

Social Links /

Citations

Voice search

Google glass

Voice recognition

10



Website Content – Ready for Hummingbird

HummingbirdBefore Now and Future

Need directions – open Google maps, type

address, get directions

Give me directions to Hyatt Regency

Santa Clara

Google’s newest search engine algorithm update focuses on: Voice search

Conversational search or natural language search

Knowledge graph and schemas

High-quality website content will provide answers to users’ queries by understanding the intent



Tools



1. Schema Deployed in Footer

SCHEMAs in Footer and Address



2. Change Architecture - Things To Do



Rich snippet testing tool

Able to read

things to do as

an attraction

schema



3. CMS Deployment

Schemas

wrapped

around

information in

CMS




Able to read

room type as a

product

schema



4. Schema applied on room types

CMS backend fields

automatically wrapped

with schemas



5. Packages & Rooms – As Product



5. Schema’s Deployed in Specials

and Packages



Schema Errors

1. Rich snippet testing tool error - Hcard was throwing errors on

microformats used.

2. Google webmaster schema errors

Missing Location – error due to event calendar

Products – error showing up in package snippets

Aggregate Rating – error due to rating in footer address



Errors using hCard

Webmaster Rich Snippet Testing Tool

Result



Product Schema Errors

Webmaster

Rich Snippet Testing Tool

Result



Events - Missing: Location address for

holidays reported on webmaster

Webmaster

ResultRich Snippet Testing Tool


Schema Panel to

Manage Schemas



A Site Audit Dashboard – II

Reports on all SEO Site Issues



Case Study – Google Webmaster

Indexed Pages Jumps

Site live – March 19, 2013



SCHEMAs

Know which Schemas to use?

Deploying structured data at the CMS level

Re-architecting content and site structure

to support schema’s

Test and validate schema’s on a ongoing

basis?

Think about site architecture and content

changes to deploy Schema at CMS level

Communicate to your developer, designer

and content writer important data fields

you need

DO NOT TELL CREATIVE FOLKS THAT THEY ARE

WRITING SCHEMA’s

Measure ROI for schema’s on conversion



Thank You

Questions?

Benu [email protected]

blog.milestoneinternet.com

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