TechSEO Boost 2018: You Have Structured Data, Now What?
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Frank Vitovitch discusses the strategic use of structured data in SEO, highlighting its importance for auditing, optimization opportunities, and competitive analysis. He emphasizes that not auditing structured data can lead to significant errors and missed opportunities, as only 20% of product and brand pages lacked proper structured data. The document details various use cases for structured data, including crawl frequency correlations, CTR impacts, and measuring performance against structured indicators.
![Frank Vitovitch | @FrankieVSEO | #TechSEOBoost
Who Am I?
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TechSEO Boost 2018: You Have Structured Data, Now What?
- 2. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost YOU HAVE STRUCTURED DATA, NOW WHAT? – Using Structured Data Strategically Once Implemented
- 3. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Who Am I? { "@context":http://schema.org "@type":"Person", "Name": "Frank Vitovitch", "City": "New York", "worksFor": { "@type": "Organization", "name": "Botify", "url": "https://www.botify.com", "jobTitle": "Vice President of Professional Services"}, "Twitter": "@FrankieVSEO", "Blog": "https://www.botify.com/blog/", "Skillset": [ "Technical SEO", “Professional Services", “Fan of uNDefeated Notre Dame ", "Proud fan of WORLD CHAMPION Philadelphia Eagles“ ] } 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
- 4. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Don’t we all want SERPS like this? Full disclosure: Structured Data did not help generate this SERP, but we are in Boston and I had to listen to all the Catalyst people talk about the Patriots & Red Sox over 5 years of working here and I only have about 5 weeks left to enjoy the Eagles Super Bowl victory over the Patriots…. And I plan on milking every last second.
- 5. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost “I don’t know what to do with my structured data.”
- 6. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Structured Data Use Cases • Auditing structured data at scale • Using structured data strategically • Identifying optimization opportunity • Correlation with crawl frequency • CTR Impact • Competitive Analysis
- 7. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost “Not auditing your structured data at scale is like driving blind.”
- 8. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Auditing Structured Data at Scale Product Rating Offer News Address Restaurant JobPosting Dates Recipes Breadcrumb Car Event TrainTrip Book AudioBook Person Video Object
- 9. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Finding the Needles in the Haystack 20% Of product & brand pages were either had errors in their structured data or were missing it all together.
- 10. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Diving into the errors
- 11. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Identifying the problem and addressing at scale
- 12. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Slingshot, Engage. Using Structured Data Strategically
- 13. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Making Strategic Decisions with Structured Data By measuring price point against content size, this marketplace isolated high priced items with thin content on the page. A concerted effort to improve these high cost, low content pages helped yield higher organic visits and product sales.
- 14. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Finding highly rated products with conflicting signals
- 15. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Identify Opportunities
- 16. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Identifying areas of opportunities This publisher combined their visits data along with the publish date in their structured data to identify that most of their visits were on articles between 6-12 months old.
- 17. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Identifying the problem and addressing at scale From there they focused on articles published in that timeframe to build a model of structural indicators of those that were crawled vs. those that were not.
- 18. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Combing Brand Data & Performance This e-marketplace measured the performance of individual merchants then used this info to promote high performing brands/sellers and enable optimizations across multiple seller pages.
- 19. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Combining Author Data & Performance Are some authors/contributors writing thinner content than others?
- 20. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Combining Author Data & Performance Only 25% of URLs in Position 1 have < 1,000 words; 46% in position 10 have < 1,000 words
- 21. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Crawl Frequency Correlations
- 22. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Does Google crawl highly rated products more?
- 23. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost “If you’re not 1st, you’re last.”
- 24. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost In-Stock/Out-Of-Stock Impact on CTR In Stock snippets can improve CTR by 5-10%, and Out of Stock snippets can decrease CTR by 5-10%. CTR%
- 25. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Star Rating Rich Snippets Improve CTR 5 star ratings improve CTR significantly, whereas 3-4 star ratings may be comparable to not showing star rating snippets. Less than 3 star ratings hurt CTR. CTR%
- 26. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Does the # of Reviews Impact CTR? CTR increases with the number of reviews until the product has at least ~50 reviews. More than 50 reviews provides diminishing returns. CTR%
- 27. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Keeping an eye on your competition
- 28. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Uncover Your Competitor’s Strengths and Weaknesses This company was able to inform product orders, ad spends, and content production for this product set by analyzing the structured data on a rival website.
- 29. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Resources • Structured Data White Paper https://www.botify.com/structured-data-white-paper • Structured Data Webinar https://www.botify.com/structured-data-webinar • How Google Crawls the Web https://www.slideshare.net/BotifySEO/how-does-google-crawl-the-web • Botify/Merkle Webinar: SEO Theories Tested https://www.merkleinc.com/news-and-events/webinars/straight-lab-seos-hot-theory-test- results-revealed
- 30. Frank Vitovitch | @FrankieVSEO | #TechSEOBoost Thank You! Questions? Join Us at Cocktail Hour Later Today