Maximising Your SERP Potential - Enhance your listings with Rich Snippets
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The document discusses how to maximize search engine results page (SERP) potential by enhancing website listings with rich snippets. It explains what rich snippets are, why they are important for increasing click-through rates, and how to implement different types of rich snippets like reviews, recipes, and videos using microdata, microformats, or RDFa. Tools for testing rich snippets are also recommended.
Maximising Your SERP Potential - Enhance your listings with Rich Snippets
- 1. Maximising Your SERP Potential Enhance your listings with Rich Snippets Peter Handley theMediaFlow www.themediaflow.com @ismepete #thinkvis
- 2. IS ME PETE? Director of SEO at theMediaFlow Responsible for strategy and delivery Klout says I’m influential about rum (and SEO/Internet Marketing) @ismepete #thinkvis
- 3. WHAT Are Rich Snippets? @ismepete #thinkvis
- 4. STAND OUT
- 5. People
- 6. Authors Not a “true” rich snippet…
- 7. Reviews
- 8. Recipe
- 9. Events
- 10. Product
- 11. Video
- 12. Music @ismepete #thinkvis
- 13. WHY
- 14. Increased Click Through Rate @ismepete #thinkvis
- 15. Review CTR Post Imp CTR = Post Implementation CTR and compares month prior to Schema implementation to month after. Only includes terms that didn’t increase in position Based on individual user reviews, not aggregate @ismepete #thinkvis
- 16. Author CTR @ismepete #thinkvis
- 17. Author + Review CTR Based on individual user reviews, not aggregate @ismepete #thinkvis
- 18. HOW to get Rich Snippets to appear @ismepete #thinkvis
- 19. Microdata, Microformats and/or RDFa ….it’s about Semantics @ismepete #thinkvis
- 20. The Semantic Web "a web of data that can be processed directly and indirectly by machines.“ Tim Berners-Lee
- 21. Microdata Microdata is an HTML specification used to nest semantics within existing content on web pages. Search engines, web crawlers, and browsers can extract and process Microdata from a web page and use it to provide a richer browsing experience for users. http://en.wikipedia.org/wiki/Microdata_(HTML5) @ismepete #thinkvis
- 22. Microformats A microformat is a web-based approach to semantic markup which seeks to re-use existing HTML/XHTML tags to convey metadata and other attributes in web pages and other contexts that support (X)HTML, such as RSS. http://en.wikipedia.org/wiki/Microformats @ismepete #thinkvis
- 23. RDFa RDFa (or Resource Description Framework–in–attributes) is a W3C Recommendation that adds a set of attribute-level extensions to HTML, XHTML and various XML-based document types for embedding rich metadata within Web documents. http://en.wikipedia.org/wiki/RDFa @ismepete #thinkvis
- 24. You Can Use Any Of These ….Google recommends microdata @ismepete #thinkvis
- 25. Implementing Person LinkedIn use hCard microformat I’d use http://schema.org/Person if setting this up today @ismepete #thinkvis
- 26. Implementing Authorship Lots of ways documented online The simplest way to do it is add ?rel=author to a link to your G+ page from a post … and a contributor link to your G+ page @ismepete #thinkvis
- 27. Implementing Single Reviews @ismepete #thinkvis
- 28. Implementing Aggregate Reviews @ismepete #thinkvis
- 29. Implementing Recipe ….annoyingly, Google doesn’t seem to like giving me recipe snippets anymore @ismepete #thinkvis
- 30. Implementing Events ….you could try the GWT Data Highlighter too, though none of my tests with it work yet @ismepete #thinkvis
- 31. Implementing Product @ismepete #thinkvis
- 32. Implementing Video ….I actually tend to use Video Sitemaps to get these Rich Snippets @ismepete #thinkvis
- 33. Implementing Music Last.fm markup songs with Schema on Top Tracks: @ismepete #thinkvis
- 34. Tools Raven Tools’ Schema Creator Rocks: http://schema-creator.org/ @ismepete #thinkvis
- 35. Tools So does the microDATAgenerator: http://www.microdatagenerator.com/ @ismepete #thinkvis
- 36. Tools Use Structured Data Testing Tool: http://www.google.com/webmasters/tools/richsnippets @ismepete #thinkvis
- 37. MIX Them Up
- 38. Why just use one Rich Snippet? ….more are better! @ismepete #thinkvis
- 39. @ismepete #thinkvis
- 41. It Doesn’t Always Work ….Google annoys me sometimes! @ismepete #thinkvis
- 42. But It Can’t Work Unless You Try! ….So, give it a go! @ismepete #thinkvis
- 43. Don’t Piss Off SEOs
- 46. http://www.omnlondon.com/vodafone-uk-business-account-scandal/ @ismepete #thinkvis
- 47. http://www.1918.com/casey-movers-threatens-lawsuit-over-bad-yelp-review/ @ismepete #thinkvis
- 48. http://www.rhyswynne.co.uk/greyhound-buses-why-wont-you-refund-me/ @ismepete #thinkvis
- 49. Thanks for Listening! Let me know if you have any questions: @ismepete peter.handley@themediaflow.com www.themediaflow.com @ismepete #thinkvis
- 50. Resources: Useful Links: Images: http://schema.org/ Stand Out - http://www.flickr.com/photos/pdbreen/3398012211/ People - http://www.flickr.com/photos/thekbriodys/2383535992/ http://microformats.org/ Review – Thumb Up - https://developers.google.com/webmasters/richsnippets/ http://www.flickr.com/photos/brightmeadow/1277721242/ http://www.google.com/webmasters/tools/richsnippets Event – Willy Mason - http://schema-creator.org/ http://www.flickr.com/photos/deargdoom57/6090691859/ Video - http://www.flickr.com/photos/deltamike/1450214894/ http://www.microdatagenerator.com/ Music - Rodrigo y Gabriela - http://www.flickr.com/photos/michemay/4776494889/ Why - http://www.flickr.com/photos/drachmann/327122302/ Web - http://www.flickr.com/photos/cybershotking/329184504/ Mix Them Up -http://www.flickr.com/photos/jwthompson2/145296920/ Danger - http://www.flickr.com/photos/spcbrass/4557822128/ Careful! Wasp Nest - http://www.flickr.com/photos/ell-r-brown/5994422112/ Havana Club Rum & Coke - http://instagram.com/p/WHzuuaR13l/ @ismepete #thinkvis