1. Rich Snippets &
Structured Data
Kirk Chen
kirk@weddingful.com
Friday, March 29, 2013

2. Agenda
• Problem and solution
• Benefits
• Example
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3. Problem
• Plain HTML != structured data
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4. Solution
• Plain HTML + rich snippets == structure data
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5. Benefits
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6. What’s in it for me?
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7. Example: original HTML
Name 1. Mom's World Famous Banana Bread
2. By John Smith, May 8, 2009
Author
3. <img src="bananabread.jpg" />
Image 5. This classic banana bread recipe comes from my mom -- the walnuts add a nice
6. texture and flavor to the banana bread.
8. Prep Time: 15 minutes
9. Cook time: 1 hour
Description
10.Yield: 1 loaf
12.Nutrition facts:
13.240 calories, 9 grams fat
And a lot of
15.Ingredients:
16.- 3 or 4 ripe bananas, smashed
other
17.- 1 egg
18.- 3/4 cup of sugar
information
19....
21.Instructions:
22. Preheat the oven to 350 degrees. Mix in the ingredients in a bowl. Add the
23. flour last. Pour the mixture into a loaf pan and bake for one hour.
25.140 comments:
26.From Janel, May 5 -- thank you, great recipe!
27....
Friday, March 29, 2013

8. Example: rich snippet
1. <div itemscope itemtype="http://schema.org/Recipe">
2. <span itemprop="name">Mom's World Famous Banana Bread</span>
3. By <span itemprop="author">John Smith</span>,
4. <meta itemprop="datePublished" content="2009-05-08">May 8, 2009
5. <img itemprop="image" src="bananabread.jpg" />
7. <span itemprop="description">This classic banana bread recipe comes
8. from my mom -- the walnuts add a nice texture and flavor to the banana
9. bread.</span>
11. Prep Time: <meta itemprop="prepTime" content="PT15M">15 minutes
12. Cook time: <meta itemprop="cookTime" content="PT1H">1 hour
13. Yield: <span itemprop="recipeYield">1 loaf</span>
15. <div itemprop="nutrition"
16. itemscope itemtype="http://schema.org/NutritionInformation">
17. Nutrition facts:
18. <span itemprop="calories">240 calories</span>,
19. <span itemprop="fatContent">9 grams fat</span>
20. </div>
22. Ingredients:
23. - <span itemprop="ingredients">3 or 4 ripe bananas, smashed</span>
24. - <span itemprop="ingredients">1 egg</span>
25. - <span itemprop="ingredients">3/4 cup of sugar</span>
26. ...
28. Instructions:
29. <span itemprop="recipeInstructions">
30. Preheat the oven to 350 degrees. Mix in the ingredients in a bowl. Add
31. the flour last. Pour the mixture into a loaf pan and bake for one hour.
Friday, March 29, 2013 32. </span>

9. Supported Types
• Recipes
• Products
• Events
• Reviews / ratings
• People
• Businesses / organizations
• Music
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10. Wrap up
• HTML + rich snippets == structured data
• Better search result
• Prominent search result
• itemscope, itemtype, itemprop
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11. Where to go from
here?
• Schema
http://schema.org/
• Structured data testing tool
http://www.google.com/webmasters/tools/
richsnippets
• kirk@weddingful.com
• We are hiring! Weddingful.com
Friday, March 29, 2013

12. Remember
• With great power comes great
responsibility.
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