Microformats by Jonathan Stewart
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The document discusses Review Centre's experience implementing microformat optimization on their website. It details their process of marking up individual product reviews and aggregate review pages with microformat properties like rating and itemreviewed. While it took 6 weeks to see their marked up pages included in rich snippets, they observed a 14% increase in traffic to those pages and smaller increases to other pages as well, though there was some cannibalization of traffic between item and review pages. The key lessons are to not expect much feedback from Google during implementation, prepare for significant traffic uplifts, and potential changes in traffic patterns.
Microformats by Jonathan Stewart
- 1. Microformat OptimisationJonathan Stewart Head of Search & Social Media@jonaths
- 2. Launched in 1999500,000 reviews100,000 productswww.reviewcentre.com www.facebook.com/reviewcentrehttp://twitter.com/review_centre
- 3. AgendaRich SnippetsReview Centre’s ExperienceProcessTimescalesTraffic Observations
- 4. Rich SnippetsGoogle’s Documentation on Microformatshttp://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997
- 5. Types of Review MarkupIndividual ReviewsAggregate Reviews
- 6. Review Centre Website HierarchyHomepageTier 1Tier 2. . . . . . . . .Items75% of trafficReviews
- 7. Our Approach To ImplementationHomepageTier 1Tier 2. . . . . . . . .Items75% of trafficReviews
- 10. Process
- 11. If I mark up my pages, does that guarantee I'll get Rich Snippets?No
- 12. Finally got inclusion on 30th January
- 13. 6 weeks after submissionImage source= http://oldcoyote.wordpress.com
- 15. Our Approach to ImplementationHomepageTier 1Tier 2. . . . . . . . .ItemsReviews75% of traffic
- 17. No need to resubmitImage source= www.core77.com
- 19. …to marked up pagesTraffic Increased…
- 20. Traffic Increased…to non-marked up pages
- 25. Key TakeawaysDon’t expect a great deal of feedback from GoogleYou should see significant traffic upliftBe prepared for a change in traffic patterns
- 26. Thankyou
Editor's Notes
- #16: Image Credit to http://www.core77.com