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

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.