Rich Snippets & Schema Markup for Wordpress

About Jake Aull
•  Jake Aull, Principal of Zen Fires Digital Marketing since 2010, has 22 years
marketing, branding and digital experience. He takes a strategic digital marketing
and usability approach to web analysis and search marketing. He has a Masters
of Science degree in Marketing from Georgia State University where he did a
thesis research project on social media marketing.
• 
Jake has written WordPress SEO Success for Pearson Prentice-Hall - their first
book of its kind (http://bit.ly/1fxIQzu). He has also been GSU’s first Social Media
Marketing and SEO course writer and instructor since 2010, directing students to
create new social channels driving measurable traffic to major brands. He was a
reviewer of, and wrote the instructor’s manual for, Pearson-Prentice Hall’s first
social media marketing text book.
• 
•  He has been Chairs of the Atlanta Interactive Marketing Association Social Media
special interest group and Search Marketing SIG, directing educational sell-out
events. And co-founder of The Change Challenge, monthly digital marketing
workshops for non-profits. Jake also holds a bachelor’s degree in graphic design
from Savannah College of Art and Design and is currently the president of the
Atlanta Alumni Chapter where he builds and promotes educational and
networking events.
• 
•  He was a speaker at the 2014 WordCamp Atlanta, 2015 Digital Marketing for
Business Conference Raleigh, among other search marketing and social media
speaking engagements.

Topic Description Overview
•  What are rich snippets?
•  SERP growth beyond past simple text listings & ancient
‘GooglePlaces’ (GoogleMaps) results
•  Rich Content Traditional Factors
•  What’s the Value of Rich Snippets?
•  Where to see this on the SERP
•  What does schema.org have to do with it?
•  Guidelines & instructions on markup
•  How/where to do schematic markup in code
•  Rich snippets plugins
•  MY FOREWARNINGS
•  MY TESTS & FAVES
•  WPSUPERSTARS.NET’s “6 BEST RICH SNIPPETS SCHEMA PLUGINS FOR WORDPRESS”
•  Choose your category (schema.org has good reference for categories)
•  After your schematic markup (with code, plugin - whichever), Google has a testing
tool: Google “Structured Data Testing Tool.”

What are rich snippets?
•  synonyms:
•  schema.org
•  schema markup
•  rich content
•  microdata
•  structured data

Rich Content Traditional Elements:
•  GoogleMyBusiness/GoogleMaps/GoogleReviews
•  Sitelinks
•  YouTube videos
•  Effects on sitelinks
•  Effects on ratings & reviews in SERP
•  Images
•  The transformation from the old text listings in Google to
the richer display of varied content seen in the SERP
today

• 
WordPress Meetup | Rich Snippets & Schema | Jake Aull, ZenFires Digital Marketing 6Source:https://www.tnooz.com/article/google-brand-name-hotel-searches/

What’s the Value of Rich Snippets?
•  Modern approach to SEO gets away from keyword
ranking results,
•  & into coverage, qualitative results, social media results
such as “Follows” or “Likes” or “Shares.”
•  & growth in (quality) traffic.
•  Emphasizing more real estate on the SERP;
•  Heatmaps show eyes gravitate toward ‘dazzle/pizzaz’ on
the SERP (not just 3-pack or text listings)
•  This is what rich snippets give you; & can achieve a 30%
increase in CTR!
•  (source: http://searchengineland.com/how-to-get-a-30-increase-in-
ctr-with-structured-markup-105830)

• 
The desktop SERP has been said to
have migrated from the “golden
triangle,” to the “F” – & these days
heatmaps are all over the place – a
problem for search predictability. Isn’t
this because rich content listings,
wherever their place on the SERP,
are grabbing attention? What’s more:
Isn’t Google’s design to keep you
interested in the entire SERP?
(Including the ads at bottom?)
Source: Machdigital.com

Where to see this on the SERP:
•  Google KnowledgeGraph (sidebar)
•  Google Answer Box
•  Third-party or non-Google site listings don’t count
(e.g., ratings on Yelp or Facebook or Wikipedia results)

Answer Box
• 

•  LACK OF RICH SNIPPETS IN BRANDNAME RESULTS FOR WEBSITE:
•  Brand name Google search
•  GoogleMyBusiness results in KnowledgeGraph
•  Yelp results with ratings rich snippets
•  Website brand name results don’t show rich snippets

Where to see this on the SERP:
•  Category assignments
•  Doing the hand coding in the WP should work better than the
plugins

Rich snippets plugins:
•  MY FOREWARNINGS:
•  Note the free versions don’t deliver much
•  Many of the plugins only offer a couple of the categories (or only
achieve results for a couple of the categories)
•  Beware of plugins that want to “show themselves” (&/or ads) on
your web pages

•  MY TESTS & FAVES:
•  All in One schema.org/rich snippets plugin (no it’s not All in One
SEO; limited categories; doesn’t work well)
•  All in One SEO’s rich snippets settings (didn’t see solid results)
•  Yoast Premium (limited categories; don’t work well)
•  WP Rich Snippets worked best for us

•  WPSUPERSTARS.NET’s “6 BEST RICH SNIPPETS
SCHEMA PLUGINS FOR WORDPRESS:”
1.  WP Review Pro
2.  WP Product Review
3.  All in One Schema.org Rich Snippets
4.  Rich Snippets Wordpress Plugin
5.  Rich Reviews
6.  Schema App Structured Data
7.  (source: http://www.wpsuperstars.net/rich-snippets-schema-
plugins-for-wordpress/)

Choose your category
(schema.org has good reference for categories)
•  The death of rel = author & GoogleAuthor & Google+
•  Product – Information about a product, including price, availability,
and review ratings.
•  Recipe – Recipes that can be displayed in web searches and Recipe
View.
•  Review – A review of an item such as a restaurant, movie, or store.
•  Event – An organized event, such as musical concerts or art festivals,
that people may attend at a particular time and place.
•  SoftwareApplication – Information about a software app, including its
URL, review ratings, and price.
•  Video – An online video, including a description and thumbnail.
•  News article – A news article, including headline, images, and
publisher info (note ties to old “GoogleAuthor” strategies & coding).
•  Science datasets

“News”
category
rich snippets
results
• 

Test after publishing
•  After your schematic markup (with code, plugin -
whichever), Google has a testing tool: Google “Structured
Data Testing Tool.”
•  https://search.google.com/structured-data/testing-tool
•  Be aware of rich results you would have gotten anyway; i.e.,
sitelinks, GoogleMyBusiness/GoogleMaps/GoogleReviews (in
other words watch for results in the category you tried for).
•  & of course you can search Google Incognito for the brand name
(3rd-party & non-Google listings don’t count).
•  Don’t do anything black-hat (attempt to do schematic markup of
invisible content, or pick categories irrelevant to the page); you can
be penalized by Google.
•  Example: WooCommerce platform for a product catalog site with
everything except prices = “no sale.”

•  LACK OF RICH SNIPPETS IN BRANDNAME RESULTS FOR WEBSITE:
•  Brand name Google search
•  GoogleMyBusiness results in KnowledgeGraph
•  Yelp results with ratings rich snippets
•  Website brand name results don’t show rich snippets

• 
Source:SearchEngineWatch.com

Topic Description Overview
•  What are rich snippets?
•  Rich Content Traditional Factors
•  What’s the Value of Rich Snippets?
•  Where to see this on the SERP
•  Rich snippets plugins
•  MY FOREWARNINGS
•  MY TESTS & FAVES
•  WPSUPERSTARS.NET’s “6 BEST RICH SNIPPETS SCHEMA PLUGINS FOR WORDPRESS”
•  Choose your category (schema.org has good reference for categories)
•  After your schematic markup (with code, plugin - whichever), Google has a testing
tool: Google “Structured Data Testing Tool.”

Rich Snippets & Schema Markup for Wordpress

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Rich Snippets & Schema Markup for Wordpress