Recommended
Recommended
More Related Content
Similar to Why schema needs to be part of your digital strategy
Similar to Why schema needs to be part of your digital strategy (20)
Recently uploaded
Recently uploaded (20)
Why schema needs to be part of your digital strategy
- 1. Why schema needs to be part of your digital strategy Beth Barnham @bethbarnham
- 2. • Introduction to Schema • How it appears in search • Using it in your digital strategy • What can be learned for digital Agenda @bethbarnham
- 4. Schema refers to a framework that helps organise and interpret information. It can take the form of a featured snippet to show more relevant, rich results for the search intent. What is Schema? @bethbarnham
- 5. @bethbarnham
- 6. @bethbarnham
- 7. • Converts HTML from unstructured mess to something easier to understand for the search engine • Can be in various coding forms RDFa, microdata or JSON-LD • Search engines are intuitive and intelligent @bethbarnham What is Schema?
- 8. Most Popular Types of Information (Things) Used in tandem with properties within the "Thing" Event – with types covering anything from a theatreEvent, comedyEvent, Hackathon, BusinessEvent. A new property was added considering the pandemic: eventattendanceMode Place – physical extension, address, amenityFeature, branchCode, geo, hasDriveThroughService, CovidTestingFacility. Can also appear as a value; jobLocation, serviceLocation Person – representing a person of any description including fictional. Types include: additionalName, award, birthPlace Event Place Person @bethbarnham
- 9. Most Popular Types of Information (Things) Recipe – Food recipe listing JobPosting – A listing to describe a job opening CreativeWork – generic creative work including books, films, streaming, music, creativeWorkStatus for a new series, editor, learningResourceType, translationOfWork Organization – Organization, MedicalOrganization, LocalBusiness Recipe JobPosting CreativeWork Organization @bethbarnham Used in tandem with properties within the "Thing"
- 11. Schema Hierarchy Event Textual property values @bethbarnham
- 12. Schema Hierarchy Event BusinessEvent Textual property values @bethbarnham
- 13. Schema Hierarchy Event BusinessEvent Things that they describe Textual property values @bethbarnham
- 14. Schema Hierarchy Event BusinessEvent FoodEvent Things that they describe Textual property values @bethbarnham
- 15. Schema Hierarchy Event BusinessEvent FoodEvent PublicationEvent Things that they describe Textual property values @bethbarnham
- 16. Schema Hierarchy Event BusinessEvent FoodEvent PublicationEvent Things that they describe Things that they describe Textual property values @bethbarnham
- 17. Schema Hierarchy Event BusinessEvent FoodEvent PublicationEvent Things that they describe BroadcastEvent Textual property values @bethbarnham Things that they describe
- 18. Schema Hierarchy Event BusinessEvent FoodEvent PublicationEvent Things that they describe BroadcastEvent Things that they describe Textual property values OnDemandEvent @bethbarnham
- 20. How does it appear within search?
- 25. Relevancy to you as a marketer
- 26. Knowing the best schema for your website • Look at search trends in your niche • Look at what’s happening in the world • What are competitors doing? • How creative can you get? • What cool pages do you have? FAQ pages, content or blog pages? @bethbarnham
- 27. Recipe Site
- 29. suitableForDiet Can include lowFat if qualifies for a healthy diet; diabetic, halal, vegan, or vegetarian aggregateRating Highlight reviews from across the web for this recipe recipeCategory Cakes, slow cooked recipes, baking, traybakes, curries, pressure cooker recipes recipeYield Important for phrases with a number in; ‘cakes to feed five people’ for example Recipe @bethbarnham
- 30. Local Business & Physical Stores
- 31. LocalBusiness geo Enables precise location. Make sure this is consistent with your website OnlineOnly Not open physically now? Try the OnlineOnly property sameAs Link to Google My Business Listing or other business listing on the web - entity Hotel Lodging, hotels, amenities, numberOfRooms, petsAllowed AmusementPark openingHours, address, same as Organization @bethbarnham
- 32. Ecommerce
- 33. Product schema is the best for ecommerce as you can clearly indicate the stock levels, availability, full product descriptions of each individual product AggregateRating Includes a rating for the product from reviews across the web or integrated platforms on your page brand Explains what the user/reader should do. Can be used instead of or alongside Award Is it an award winning product? Color, Category, size, sku, productID For product variations businessFunction Sell, lease, i.e. car rental is a product but not in the traditional sense Product ProductCollection, ProductGroup, IndividualProduct @bethbarnham
- 34. @bethbarnham
- 35. Finance / Saas
- 38. Longtail Content
- 39. Depending on the type of HowTo content there are many different properties to utilise. This is an example for a “How to help during Covid’’ blog. HowToStep Explains what the step is in the process or article that you are referencing HowToDirection Explains what the user/reader should do. Can be used instead of or alongside HowToSection @bethbarnham
- 41. announcementLocation Example is of a school announcement in Cardiff and the context for why it was closed webFeed Lets you include additional information through a URL for when that specific webpage is updated. Good for closures/openings, medical openings, face mask announcements dateFeed Highlight the date range for the feed and when it is valid for schoolClosuresInfo The information surrounding the school closures such as school name, date, time, status SpecialAnnouncement @bethbarnham
- 43. How does it impact your strategy?
- 44. News & Trends
- 46. Machine Learning
- 47. Brand Awareness
- 48. What can we learn for business strategy?
- 49. • Schema doesn’t need to be maintained. Simply write, check, implement and leave to work its magic. Continuous improvements. Google Search Gallery Beta • Set targets that are achievable and actionable. Even if that means adapting your digital strategy to react • Adaptable and customisable. It doesn’t matter what your niche is, there’s a type that will suit your audience • It’s easy to implement even without the help of a developer. Lots of learning resources to aid whilst you write your own or generators • Can be added via a custom tag on Google Tag Manager Benefits @bethbarnham
- 50. What does it achieve? Visibility Conversions Authority & Trust blogPosting, Article, HowTo, Recipe Event, JobPosting, Product Organization, sameAs, Website, Logo, Image LocalBusiness Keyword strategy Meeting Google’s search gallery guidelines Wiki, Social and directories throughout the web @bethbarnham
- 51. • Reactive and proactive with its versatility • Builds relationships between your content, context & entities • How can we position the business differently to other businesses? • Support E-A-T principles and content strategy • Schema.org found that over 10 million websites use schema (just 1%). 8% of respondents said they work on their markup once (SEW) • Studies suggest 3x CTR increase • Preparing your site for volatility or changes in the SERPs with a widely researched strategy is important • More accessible Yeah, but why should I care? @bethbarnham
- 54. Thank you! Any questions? @bethbarnham @_libertydigital
Editor's Notes
- Featured snippet for question, answers question without need for click through
- Sitelinks which direct the user to a product page Product search query is entered
- Tidying up the content you serve on your website so users can find it – think Marie Kondo RDFA, Microdata are advanced versions of HTML – HTML5 JSON-LD JavaScript Object Notation AI – Machine learning, continuous improvement
- Types of informations are within a property – these are called ‘Things’ As described by the main open-source library schema.org
- Schema hierarchy where information is nested within other information types Think Russian doll effect
- An example for Figaro Digital could be Explain each type here
- Liberty’s PPC job listing on their careers job listing pages Consistent with what’s on the job description but require a couple of elements such as JD, company name, location
- Digital marketing events Showing me events in Swansea, but also showing me events online elsewhere
- How to cook pork steak Searcher intent is to cook a pork steak, they’ve already got that in their fridge but they want to know what style Ingredients are marked up so you’re serving the user the information they need without them clicking through
- Vans are a well-known skateboarding retailer and they’re known on social, Wikipedia, they have events subsidiarized to them, all of this is communicated to Google as the sameAs entity.
- Fashion brands – tv shows, Married at First Sight, Love Island, I’m a Celeb, twitter trends, anything interesting you can create content on that might be around for a while and have concentrated search volumes?
- If you were a recipe site, you may decide
- 2020 pandemic hit, people wanted quick easy comfort baking with minimal ingredients
- Fictional banana bread to display how we can quickly mark up a recipe Applies to all types of recipe, diets, etc.
- LocalBusiness reinforces the content on your contact page is correct and Google can read that and understand that your business is in the correct place
- Whatever your product, it can be displayed here. This is a branded search but equally works with non-branded queries
- Opportunity spotting in the industry relevant to you Big piece of news Big bit of legislation etc.
- Longer tail queries relevant at the time to your business. This is an example a charity could use for a blog during the pandemic
- Useful for schools, universities, health boards, public sector and businesses with big authority in a specific field
- Keeping up to date with the news and trends, what can you use in your industry?
- Are there ‘evergreen’ topics that occur consistently in the news? What longtail phrases can be adapted for FAQs or QAs?
- Machine learning is consistent, staying ahead, keeping up to date with trends in the schema search gallery, looking at things in Beta It won’t boost your rankings or give instant ranking changes but it will increase visibility, context and reinforce your brand throughout the whole web
- It’s an excellent metric for brand awareness especially as algorithms are continually updating their machine learning processes If you answer a question in a rich snippet – on that occasion you won’t get a click through but next time you might as well as a conversion
- How to use the correct schema to meet your goal, and how to identify it
- https://www.searchenginewatch.com/2017/04/18/the-state-of-schema-org-what-are-the-biggest-challenges-surrounding-schema-markup/ Expertise Authoritativeness Trust