Transcript MicroData And Schema-org

Schema.org and Microdata
If someone told you that there was a
quick and easy way that many of you
could improve your SERP CTR for
minimal effort, you'd all stop in your
tracks and give them full attention.
Yet, Schema.org and rich snippets are
still horribly under-utilized.
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Since Google (and Bing!) officially
introduced schema.org in June 2011,
it’s fair to say motivation to implement it
has been mixed.
However since its introduction
Schema.org has already evolved a lot,
adding a lot of new stuff that people
haven’t paid attention to.
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What are
Microdata, Rich
Snippets, and
schema.org?
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•Microdata is a language, much like
HTML.
MicroData (also known more or less as
Microformats and RDFa) are structured
data to help Search Engines to
understand larger concepts.
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Rich snippets (the visible result of
MicroData) are additional lines of
information that appear near a search
result. They are designed to give the
user a sense of what the web page may
contain.
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schema.org is a vocabulary (adopted by
Google, Bing, and Yahoo) to decipher
the language of Microdata.
(Remember when we tried to use XML to construct sites? The problem then
was that XML is an extensible language - but with no traffic cop [i.e.
schema.org] it was nearly impossible to know what attribute would actually get
interpreted)
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Why would you use these?
A few benefits of rich snippets include:
1) Drawing a user's attention to your
relevant result.
Rich Snippets increase CTR by providing aesthetically
pleasing layouts including stars, asterisks, photos, etc. that
draw more attention than plain text. They also help break up
lines of text in SERP’s. The result: More click throughs to
sites with rich snippets.
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Providing instant information as related
to their query.
Many companies see a 20 - 30 % rise in CTR with rich
snippets. Users know what to expect before accessing the
site. The result: More qualified visitors who are likely to
stay on the site longer.
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3) Increasing click-through rates and
lessen the amount of bounces due to
searchers not finding the content they
were looking for.
Properly using microformats is the best thing since sliced
bread for an enhanced search display. There are SEO
murmurs that sites without microformats will soon be left in
the dust in the SERP display.
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5 Great applications of schema.org data
(Thank You Colleen Wright)
Events - You can get very specific about events that you
host
Jobs - Be very specific about the type of job you are trying
to fill
Reputation - A great way to make a very targeted page
about YOU!
New Sites/ New Content - The NewsArticle type
reinforces how much emphasis Google places on fresh
content
E-Commerce - Use rich snippets to rank higher than your
competition and gain more SERP Real Estate in the
process.
(There are approximately 10 types, not counting the 6 primitives types - and over 60 sub-types)
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How Do I
implement them?
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•Analyze your site content and tag data
accordingly with microformats supplied
by schema.org.
You can have many schemas on one
page, like webpage, product, reviews,
breadcrumb and video.
Follow the schema guidelines exactly.
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Micro Data Example
<div>
My name is Bob Smith but people call me Smithy. Here is my home page:
<a href="http://www.example.com">www.example.com</a>
I live in Albuquerque, NM and work as an engineer at ACME Corp.
</div>
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Micro Data Example
Here is the same HTML marked up with microdata.
<div itemscope itemtype="http://schema.org/Person">
My name is <span itemprop="name">Bob Smith</span>
but people call me <span itemprop="nickname">Smithy</span>.
Here is my home page:
<a href="http://www.example.com" itemprop="url">www.example.com</a>
I live in Albuquerque, NM and work as an <span itemprop="title">engineer</span>
at <span itemprop="affiliation">ACME Corp</span>.
</div>
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(Nested) Micro Data Example
<div itemscope itemtype="http://schema.org/Person">
My name is <span itemprop="name">Bob Smith</span>,
but people call me <span itemprop="nickname">Smithy</span>.
Here is my homepage:
<a href="http://www.example.com" itemprop="url">www.example.com</a>.
I live in
<span itemprop="address" itemscope itemtype="http://schema.org/Address">
<span itemprop="locality">Albuquerque</span>,
<span itemprop="region">NM</span>
</span>
and work as an <span itemprop="title">engineer</span>
at <span itemprop="affiliation">ACME Corp</span>
<!-- end of itemtype = Person div -->
</div>
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How Do I
implement them in
Wordpress?
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Show the Raven tool along with an
example of what it does to the page.
Login to affordablewebtechnology.com
and look at the About Daryl page.
Search “daryl welch”
Search “daryl welch portland”
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Use schema-creator.org to produce an
example that can be copied and pasted
into a wordpress page using the HTML
editor.
2. Convert the <div>‘s to <span>‘s.
3. Then remove the line breaks at the
end of each span.
Either itemscope, itemscope=””, or itemscope=”itemscope”
is acceptable syntax.
See affordablewebtechnology.com/about-2
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Test... Test... Test...
The Google Rich Snippets Testing Tool is at
http://www.google.com/webmasters/tools/richsnippets
Webmaster Tools Provides visibility to your markup as well.
After going live, Bing has a microformats validation tool that
you can use.
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From seomoz.org 3/13/12
http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
http://support.google.com/webmasters/bin/answer.py?hl=en&ans
wer=176035
From seomoz.org 11/13/2011
http://www.seomoz.org/blog/schema-examples
http://html5doctor.com/microdata/
The official introduction June, 2011
http://googlewebmastercentral.blogspot.com/2011/06/introducingschemaorg-search-engines.html
From SeoMoz.org 9/26/12
http://www.seomoz.org/ugc/getting-the-most-out-of-schemaorgmicroformats
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