7. @maxxeight
“…Google Search can surface content through […] cool
features […], which can enhance the user experience
and get you more traffic.”
“ leveraged event structured data and saw 100%
increase in the typical YOY growth of traffic from search.”
10. @maxxeight
Rich Results’ Impact
”In Stock” rich results can improve CTR by 5-10%
“Out of stock” rich results can decrease CTR by 5-10%
Price in rich results may improve CTR for cheaper items and
decrease CTR for expensive items.
Higher ratings improve CTR significantly
19. @maxxeight
“We don’t use Schema.org as a quality factor”
– John Mueller, Google
“Schema can help us extract entities better”
– John Mueller, Google
“Schema helps us understand the content on the page”
– Gary Illyes, Google
29. @maxxeight
Share these #SMXInsights on your social channels!
• Overall, structured data = higher CTR through rich results
• Monitor impact with GSC and other SEO tools
• As always, test everything and do what’s working for YOU
• Low CTR ≠ No conversion
• Help Google help you, even without rich results
• Featured snippets and voice search
• Reuse structured data to identify opportunities and solve issues
• Cross-reference data points w/ schema properties (e.g. visits date published)
Monitoring structured data with Search Console: https://webmasters.googleblog.com/2019/05/monitoring-structured-data-with-search-console.html
New in structured data: FAQ and How-to: https://webmasters.googleblog.com/2019/05/new-in-structured-data-faq-and-how-to.html
FOR PDF VERSION
Why implementing structured data?
And whatever the reason is, what’s the impact? And how to track/report?
Enriching Search Results Through Structured Data: https://webmasters.googleblog.com/2019/04/enriching-search-results-structured-data.html
From Google’s documentation: structured data = rich results. Nothing about featured snippets or better rankings
https://webmasters.googleblog.com/2019/04/enriching-search-results-structured-data.html
The pretty and user-friendly rich results: is it worth it? what’s the ROI? and how can we tell?]
https://developers.google.com/search/case-studies/overview
https://support.google.com/webmasters/answer/7576553?hl=en
Specific rich results in Search Appearance filter (if impressions): AMP article, Event, FAQ, How-to, Job listing and Job details, Q&A
https://support.google.com/webmasters/answer/7576553?hl=en
Specific rich results in Search Appearance filter (if impressions): AMP article, Event, FAQ, How-to, Job listing and Job details, Q&A
https://support.google.com/webmasters/answer/7576553?hl=en
Specific rich results in Search Appearance filter (if impressions): AMP article, Event, FAQ, How-to, Job listing and Job details, Q&A
TEST EVERYTHING
FAQ, How-to (Sixt, Slack)
Glenn Gabe Post: https://www.gsqi.com/marketing-blog/google-how-to-snippets/ (losing FS for How-to)
NOT ALL MARKUPS SUPPORTED IN RRTT – AND NO SYNTAX ERRORS REPORTED
https://search.google.com/structured-data/testing-tool/u/0/
https://search.google.com/test/rich-results
https://support.google.com/webmasters/answer/7445569
https://support.google.com/webmasters/answer/7552505?hl=en
“If you find warnings, they do not disqualify your rich results from being shown in Google Search with special features, but they can provide a somewhat reduced experience for your users. See the prioritize and fix section to learn how to address warnings.”
The core vocabulary currently consists of 614 Types, 906 Properties, and 114 Enumeration values.
30 potential Google rich results
Google Webmaster Hangout – 2/1/18 ~42 minutes – https://goo.gl/dsZRc6 (1st & 2nd quotes)
https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706
https://twitter.com/JohnMu/status/980902538865205248
https://webmasters.googleblog.com/2019/04/enriching-search-results-structured-data.html
It’s not that some schema types are not supported, Schema.org markup is supported.
Yes, maybe, most likely, some markups are not used at all.
But structured data in general helps Google understand pages and their components more accurately - it helps extract entities and understand what the page is about.
When that’s the case and in very limited cases (compare to the size of the schema.org vocabulary), Google understand the page so well that they can ”surface content [results] through the cool features” that are rich results.
https://getstat.com/blog/featured-snippets/ - March 2016
BrightEdge – April 2019 – Top 100K search queries (by search volume) with featured snippet
!RELIABILITY OF SEARCH VOLUME DATA!
~37K URLs across ~8K Domains – lots of similar queries
Domains: 7826
URLs: 36755
Structured Data: 30195
Microdata: 11092
JSON-LD: 20410
RDFa: 20964
- “ANY” structured data
- Wikipedia now has Article markups
BrightEdge – April 2019 – Featured snippet URLs from 58 large online retailers (~25K URLs)
Domains: 58
Queries: ~69K
URLs: 24359
Structured Data: 20196
Microdata: 11639
JSON-LD: 9757
RDFa: 14154
https://developers.google.com/search/docs/data-types/speakable
BETA – news sites only
https://www.searchenginejournal.com/how-important-is-structured-data/257775/
“By structuring the data, you are helping to define the content to increase the machines’ chances of correctly matching your content to relevant voice queries.”
https://developer.amazon.com/docs/custom-skills/localbusiness-intents.html