Standing Out on Google with Structured Data (Philly WordCamp 2020)

Slide 1

Slide 1 text

Standing Out on Google with Structured Data WordCamp Philly 2020 Brandon Schmidt Director of Digital Strategy @ YDOP

Slide 2

Slide 2 text

No content

Slide 3

Slide 3 text

No content

Slide 4

Slide 4 text

Source: https://about.google

Slide 5

Slide 5 text

1. Website Content

Slide 6

Slide 6 text

“Google Search works hard to understand the content of a page. You can help us by providing explicit clues about the meaning of a page to Google by including structured data on the page. “ - Google Search Guide for Developers Source: https://developers.google.com/search/docs/guides/intro-structured-data

Slide 7

Slide 7 text

What is Structured Data? Structured data is a standardized system for classifying and organizing website content. Shared Language: • Schema.org Different Methods: • Microdata • JSON-LD • RDFa

Slide 8

Slide 8 text

No content

Slide 9

Slide 9 text

Corporation •History •Headquarters •Community Involvement •Social Media

Slide 10

Slide 10 text

Location •Address •Hours (lol) •Phone •Services •Fuel Price Corporation •History •Headquarters •Community Involvement •Social Media

Slide 11

Slide 11 text

Location •Address •Hours (lol) •Phone •Services •Fuel Price Menu •Nutrition •Price •Discounts •Availability Corporation •History •Headquarters •Community Involvement •Social Media

Slide 12

Slide 12 text

2. Structured Data 1. Website Content

Slide 13

Slide 13 text

How Does Google Use Structured Data?

Slide 14

Slide 14 text

Source: https://about.google

Slide 15

Slide 15 text

3. Rich Results 2. Structured Data 1. Website Content

Slide 16

Slide 16 text

Rich Results

Slide 17

Slide 17 text

Google Uses 30 Structured Data Types • Article • Book • Breadcrumb • Carousel • Course • COVID-19 Announcement • Critic Review • Dataset • Employer Aggregate Rating • Estimated Salary • Event • Fact Check • FAQ • Home Activities • How-To • Image License • Job Posting • Job Training • Local Business • Logo • Movie • Product • Q&A • Recipe • Review Snippet • Sitelinks Search Box • Software App • Speakable • Subscription/Paywall Content • Video

Slide 18

Slide 18 text

Here are some highlights

Slide 19

Slide 19 text

FAQ FAQ rich result takes up a ton of real estate in the SERP. Plus, it allows you to add more text and links to your listing.

Slide 20

Slide 20 text

FAQ Structured Data

Slide 21

Slide 21 text

No content

Slide 22

Slide 22 text

No content

Slide 23

Slide 23 text

Product Can provide useful data on inventory, price, and rating. Can also integrate organically with Google Shopping.

Slide 24

Slide 24 text

Product

Slide 25

Slide 25 text

Recipes Rich results are packed with information, including: • Photo • Prep time • Ingredients • Reviews

Slide 26

Slide 26 text

Articles Best way to show up for breaking news and top stories for brand queries. Can also help if your articles are in AMP.

Slide 27

Slide 27 text

Image License Add licensing information to your images, so users can see how they can use your image. Announced July 30, 2020

Slide 28

Slide 28 text

Jobs Can be hosted on your site or leverage existing job platforms that mark up postings.

Slide 29

Slide 29 text

Event Google can show contextual results based on location, date, interest, and event type.

Slide 30

Slide 30 text

No content

Slide 31

Slide 31 text

Benefits of Rich Results

Slide 32

Slide 32 text

Stand Out on SERP Rich results help you stand out on the SERP, so people are more likely to consider your website/brand instead of another.

Slide 33

Slide 33 text

Meet Business Goals Rich results can help you meet your business goals within digital space. • Communicate with audience • Highlight changes

Slide 34

Slide 34 text

Challenges with Rich Results

Slide 35

Slide 35 text

Doesn’t Always Show in SERP Just because you have proper structured data doesn’t mean Google will show rich result. • Never for Homepage • Some are limited by SERP • Some only show on Page 1 • Some are mobile only

Slide 36

Slide 36 text

Data Accuracy 3rd party sources can mark up data, so make sure it is accurate. • Events • Job Posting

Slide 37

Slide 37 text

May Need Approval Some structured data types are limited to approved providers or needs to be submitted using special tool. • Books • COVID-19 Announcements • Critic Reviews

Slide 38

Slide 38 text

Google Gives & Takes Away Reviews - Available for 3rd party sites, but removed from local businesses & orgs (September 2019) 3rd Party Website: 1st Party Website:

Slide 39

Slide 39 text

Don’t Cheat the System Follow Google’s guidelines. If you try to cheat the system, you can get hit by a manual penalty. • Must reflect visible content on your site. • Choose the right type for your structured data.

Slide 40

Slide 40 text

Tips & Tricks for Rich Results

Slide 41

Slide 41 text

Test Everything Don’t add structured data to every page on your website; start with a few small tests. • See if it appears • Measure impact on rankings & CTR

Slide 42

Slide 42 text

Study the SERP Google is constantly changing the SERP to best align with search intent. • Use rich results that align with SERP & intent • Try to stay ahead of competition or keep up with competition • Get ideas from other websites

Slide 43

Slide 43 text

Combine Results FTW Not limited to a single rich result per listing. Try out different combinations! • Product & FAQ • Reviews & FAQ • Events & Reviews

Slide 44

Slide 44 text

Make Sure It Works Your website won’t win rich results if the structured data is broken.

Slide 45

Slide 45 text

Testing & Validation

Slide 46

Slide 46 text

Structured Data Testing Tool: RIP

Slide 47

Slide 47 text

No content

Slide 48

Slide 48 text

Rich Results Test

Slide 49

Slide 49 text

No content

Slide 50

Slide 50 text

No content

Slide 51

Slide 51 text

Google Search Console

Slide 52

Slide 52 text

No content

Slide 53

Slide 53 text

No content

Slide 54

Slide 54 text

No content

Slide 55

Slide 55 text

Additional Tools WordPress Plugins • WooCommerce • Yoast Schema Generator • Schema.dev • TechnicalSEO.com Crawlers/Testers • Schema.dev • SiteBulb • Screaming Frog

Slide 56

Slide 56 text

For Further Information • Google’s Structured Data Guides • Shows exactly how Google turns structured data into rich results • Schema.org • Helpful at showing what’s coming up in the world of structured data • SEO Twitter • Plenty of people sharing what’s working & not working. • Who to follow: @izzionfire, @lilyraynyc, & @brodieclark

Slide 57

Slide 57 text

Thank You! Questions? Feel free to reach out.