2. 2Milestone Confidential
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Agenda
¡ Choosing right markup for your
business
¡ Deploying structured data at the
CMS level
¡ CMS level Schema testing panel
¡ Re-architecting content and site
structure to support schemas
¡ Case study showing impact of
schema’s on conversion
¡ How to test and validate
schema’s on a ongoing basis?
3. 3
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Milestone Confidential
Schemas
Gives desired information to search engine in the format they want
¡ fn:
Ramada Hotel & Suites Bangkok
¡ Organization-name:
Ramada Hotel & Suites Bangkok
¡ adr:
street-address:
22 Sukhumvit Soi 12
¡ locality:
Klongtoey
¡ region:
Bangkok
¡ NearBy:
Suvarnabhumi Airport
Keyword = [Hotel in Bangkok near Airport ]
Keyword = [Organization + Region + Nearby]
5. 5Milestone Confidential
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Acceptable rich snippets
mark up formats
Microdata (SCHEMAs) , Microformats or
hcards and RDFa
https://support.google.com/webmasters/
answer/99170?hl=en
Rich Snippets are the few lines of text that appear under every search
result and are designed to give users a sense for what’s on the page
and why it’s relevant to their query.
3 steps to implementing rich snippets on a website:
Pick a markup
format for your
industry
Mark up your
content, deploy
at the back end
Test your markup
in rich snippet
testing tool
1 2 3
9. 9Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Geo-
Local
Vertically
Focused
Socially
Relevant
SEARCH
RESULTS
Evolution of Search
Thin
content /
duplicate
content
Bad links /
Keyword
stuffing
(Conversational
Content)
PANDA PENGUIN
HUMMINGBIRD
Tactics
Strategy
Schemas
Index
Social Links /
Citations
Voice search
Google glass
Voice recognition
10. 10
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Milestone Confidential
Website Content – Ready for Hummingbird
Hummingbird
Before Now and Future
Need directions – open
Google maps, type
address, get directions
Give me directions
to Hyatt Regency
Santa Clara
¡ Google’s newest search engine algorithm update focuses on:
¡ Voice search
¡ Conversational search or natural language search
¡ Knowledge graph and schemas
¡ High-quality website content will provide answers to users’ queries by
understanding the intent
28. 28Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
SCHEMAs
¡ Know which Schemas to use?
¡ Deploying structured data at the CMS level
¡ Re-architecting content and site structure
to support schema’s
¡ Test and validate schema’s on a ongoing
basis
¡ Think about site architecture and content
changes to deploy Schema at CMS level
¡ Communicate to your developer, designer
and content writer important data fields
you need
¡ DO NOT TELL CREATIVE FOLKS THAT THEY ARE
WRITING SCHEMA’s
¡ Measure ROI for schema’s on conversion