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You are here: Home / SEO / [Live] SMX Sydney ’13 – Schema 101: Why Structured Meta Data Matters

[Live] SMX Sydney ’13 – Schema 101: Why Structured Meta Data Matters

April 3, 2013 By Jason Mun Leave a Comment

[Live] SMX Sydney ’13 – Schema 101: Why Structured Meta Data Matters

billhunt-smx-sydney-13

Speaker Profile:

Name: Bill Hunt

Company: http://back-azimuth.com/

Twitter: @billhunt

Google+: https://plus.google.com/102882782290769103406/posts

Notes:

  • Things are about to kick off with some Schema goodness
  • Bill Hunt wrote a book call Search Engine Marketing Inc
  • Schemas are a collecetion of shared vocabularies and a page level tag
  • There are diff types of structured data: Microdata which Google likes, microformats, RDFa, Open Graph, GOod relations
  • Always try different formats and test
  • Schema.org is a great resource
  • Video schema markups can instantly improve visibility on page 1
  • Schemas semantically arrange information to allow search engines to understand data
  • Bill is showing a chart from milestoneinternet.com on Schemas
  • Address, events, videos, breadcrumbs, local, images, UGC
  • Schemas provide additional data to search engines for relevance
  • Provides eye candy to increase clicks using RIch Snippets
  • Be found in maps, mobile and apps and factoid of results
  • Rich snippets with compelling thumbnails drives CTR
  • Schemas needs attention to detail, simple changes can screw up rich snippets
  • 30% decrease in clicks from a mucked up rich snippet
  • Tagging with schemas can display duplicates – INTERESTING
  • Google loves schemas, it helps them choose more relevant test via Matt Cutts
  • 30% increase in average clicks – Webnode CMS
  • 37% increase in click with adding ratings
  • 42% icnrease adding price ranges
  • 60% increase adding recipe image
  • 150% increase adding multiple elements (hours, images, etc)
  • Use Google Data highlighter to get started Schemas and markups
  • Think about what ppl want, dont mark up for the sake of marking up – take in to consideration the user intent
  • Follow bill’s blog at whunt.com
  • Apparently you can integrate ratings schemas but pulling in reviews from other websites using iFrames (search for travel insurance for example)
  • Poor implementation of Schemas and manipulative implementation can have negative impact on SEO

Disclaimer:
Please excuse the typos, broken links, incomplete sentences, etc. 

 

 

 

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