Rich snippets are an indicator for the health of the website. [smx #13A]
This is advance note from SMX (Search Marketing Expo) 2014 (last night June 11, 2014 - local time)
#13A : Enhancing Search Results With Struc. Data & Markup.
@mdsimmonds - You can expect Schema to be used more and more in the future. From the schema.org FAQ
Different browsers show different schemas. A lot of changes happening, even a few hours later.
Methodology: Jan 12 - last week 14 | 50k referrers p/m to 11m ~ 10 billion pageviews
Seasonality was considered. Speed of discovery/indexation.
Format types: Schema, RDFa, Microdata, Data-vocabularity
Authorship added to sites, no traffic increase. Takeaway - authority of the site | High quality content | Domain longevity | Varies based on query
Factors - author level | reputation: who you are, where you publish, how long | quality of content | Authority of site contributing to - Guest blogging is ok!
You will roll out some and see nothing, but need to compare YoY to get real data.
119% YoY increase from review schema
The more refined searches get, the less recipe schema's you see. G is favoring brands on schema.
Rich snippets are an indication of the health of the site. If you're not seeing them, then their is something wrong.
Video: In 8/10 search results. Picked up within a week, ranking in less than 2.
Authorship: Slow-medium, Sporadic appearance - min traffic impact
TV Reviews: Fast indexation, slower appearance (seasonal) - Med traffic impact
Product Reviews - Fast indexation, fast appearance - good traffic impact
Recipes - Fast indexation, fast appearance - min traffic
Video - fast indexation, very fast appearance, significant impact
Article - difficult to track, doesn't require schema. favors big brands - good traffic impacts
search.nerdydata.com bit.ly/semsearch bit.ly/strutureddatatools It is early, but it's a good time to get in.
@jaymyers - Best Buys journey with Schema, then and now
Every store has valuable data that should be exposed. YoY saw double digit increases to store pages. Cleaner html, a lot of structured data.
Shop URLs serve as rich data experiences for both humans and machines.
Best Buy uses Microdata & Schema nowadays
Schema is helping drive customer engagement.
Future direction: Gmail actions in the inbox. Schema gmail actions.
GS1 GTIN Initiative: Pilot to improve visibility of product information on the web. semanticweb.com/gs1-exlplores-systems-standards-with-fit-semantic-web_b41164
Feeding knowledge graph: Upcoming events are powered by Schema
Yandex is creating mini apps within search results. You can book an appointment through a SERP, and also check-in to your flight through the SERP. It's all enabled by structured data.
Rich pins: add extra details to your pins to make them more useful. You can add schema markup to your pins to help you get better visibility on Pinterest.
@jeffreypreston - Disney Interactive
Structured data helps search engines better understand content and markup. Will not fix other SEO problems.
Open Graph: Add code to page, title, type of page, thumbnail, canonical, etc. Ensures additional data avail for video, images, etc
Wrap nav in Schema. Sitelinks show up in SERPs
Make sure to add schema to executive and staff bios
For Products: Good Relations markup
Twitter cards. You have to apply with Twitter for your cards to be approved. Takes about a week or so.
Google is pulling a lot of Knowledge Graph data from freebase.com, Wikipedia, and schema.org markup.
Q: When rich snippets lost, what were other indicators of site health? Site was in a bad place, more of a wake up call.
Q: Rel publisher can be a high signal for smaller Knowledge Graph.
Source: http://localsearchforum.catalystemarketing.com/local-search/18965-smx-advanced-notes.html
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