SMX Munich presentation by Jan-Willem Bobbink Written presentation can be found at: http://www.notprovided.eu/smxdata Get your geek on as we dig into hardcore code implementations of Schema protocol, RDFa, GoodRelations, Facebook Open Graph markup used by leading Internet retailers and content publishers in a variety of competitive industries. How many publishers have intergrated rich snippets? Panelists will demonstrate how rich snippets appearing in search results have impacted traffic, conversions and driven real ROI. Which integrations will end up in the best results? Don’t forget Google needs time for indexing and processing, what are the risks caused by this? What is Google accepting as valid data? Make sure you make the right decision on which snippets you implement and which not.

1. From Microdata & Schema
To Rich Snippets
SMX Munich – Jan-Willem Bobbink
@jbobbink - http://www.notprovided.eu

2. WHO AM I?

3. VISIT US AT STAND NUMBER 16
MAJESTIC SEO AMBASSADOR

4. WHAT’S THE SEMANTIC WEB?
IS IT CODE?

5. STRUCTURE THE WEB?

6. W3C SEMANTIC WEB ACTIVITY
“The Semantic Web is a collaborative
movement led by international standards
body the World Wide Web Consortium (W3C).
The standard promotes common data formats
on the World Wide Web”
GOAL: EVOLUTION OF THE WEB

7. THE SEMANTIC WEB
Tim Berners-Lee:
“The Semantic Web provides a common
framework that allows data to be shared and
reused across application, enterprise, and
community boundaries”
GOAL: CONVERTING THE WEB

8. LINKED OPEN DATA

9. STARTING POINT:
1. Make data available
2. Use specific markup languages
3. Data is available for everyone
ONLINE MARKETING POSSIBILITIES?

10. GOAL 1: SEO

11. GOAL 2: SOCIAL MEDIA

12. HOW MANY WEBSITES
ARE USING MARKUP?
Use Amazon EC2, setup a crawler and crawl the
top 1.000.000 Alexa URLs
Checked for occurrences of:
–Microdata / Schema
–OpenGraph
–Twitter Cards
CRAWLED AT 18-03-2014

13. RESULTS
- Crawled with 360/URLS/sec
- 68.4GB of data used
- 68% (683267 URLs) returned 200 OK
- 27% 30X Redirects
- 3% of domains had DNS issues
CRAWLED AT 18-03-2014

14. 15,84%
14,55%
1,59%
1,32%
7,27%
2,69%
0,22%
OpenGraph Title
OpenGraph URL
Twitter:title
Twitter:url
Schema itemprop
Schema Itemprop Name
AggregateRating
USAGE STRUCTURED DATA
BASED ON 683K OF TOP MILLION ALEXA URLS

15. USAGE MICRODATA
Commercial tool: http://www.builtwith.com

16. USAGE OPEN GRAPH PROTOCOL
Commercial tool: http://www.builtwith.com

17. MANY OPPORTUNITIES!

18. MICROFORMATS – RDFa - MICRODATA

19. A BRIEF HISTORY

20. MICROFORMATS
• March 2003: rel="friend" was used
• 2004 during eTech, Tantek hosted a
presentation titled “Real World Semantics”
• May 2009: Google announced parsing hCard,
hReview and hProduct attributes
http://tantek.com/presentations/2004etech/realworldsemanticspres.html

21. RDFa
• First proposed in 2004, since 2012 RDFa 1.1 is
recommended and can be used within HTML4
& 5
“The essence of RDFa is to provide a set of
attributes that can be used to carry metadata
in an XML language (hence the 'a' in RDFa).”

22. 26-04-2010 - INTERNATIONALLY LAUNCHED

23. PREFERRED: MICRODATA
“Microdata is a set of tags, introduced with
HTML5, that allows you to do this.”
SCHEMA.ORG: JUNE 2011

24. Which snippets can you use?
NOT EVERY STRUCTURE IS USABLE YET

25. REVIEW SNIPPETS
<div itemscope itemtype="http://data-vocabulary.org/Review-aggregate">
<span itemprop="itemreviewed">Several German beers</span>
<img itemprop="photo" src="beer.jpg" />
<span itemprop="rating" itemscope itemtype="http://data-vocabulary.org/Rating
<span itemprop="average">9</span>
<span itemprop="best">10</span>
</span>
<span itemprop="votes">24</span>
<span itemprop="count">5</span>
</div>

26. PERSONAL SNIPPETS
<div itemscope itemtype="http://schema.org/Person">
<span itemprop="name">Jan-Willem</span>
<img src="janwillem.jpg" itemprop="image" />
<span itemprop="jobTitle">International SEO</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"
<span itemprop="addressLocality">Amsterdam</span>,
<span itemprop="addressRegion">- Europe</span>
<span itemprop="postalCode">9999XX</span>
</div>
</div>

27. PRODUCTS SNIPPETS
1. Products
2. Product offer
3. Product aggregated offer

28. BREADCRUMB SNIPPETS
Create multiple links to relevant pages within 1
entry in the SERPs.

29. CREATE COMBINATIONS

30. SOME URLs TO HELP YOU:
• Schema Creator by Raven http://schema-creator.org/
• Schema.org Generator http://www.microdatagenerator.com/
• Rich Snippets Testing Tool Bookmarklet
• http://www.blindfiveyearold.com/rich-snippets-testing-tool-bookmarklet
• Everything you need to know to generate rich
snippets: http://seogadget.com/micro-data-schema-org-guide-to-
generating-rich-snippets/

31. HOW TO IMPLEMENT? MAKE SURE:
1. You have specific data points available
2. SE’s accept specific markup language
3. SE’s accept certain snippets
4. Information within the SERPs is correct
• Implement code and check with the SE’s:
http://www.google.nl/webmasters/tools/richsnippets

32. DELAYS BECAUSE OF PROCESSING

33. PITFALLS
• Make sure all items are structured and nested
in the correct way.
• Google Testing tool only shows errors based
on missing elements, not on wrong coding!
KEEP CALM AND ADD SNIPPETS!

34. WMT: WHAT DOES GOOGLE SEE?

35. ERRORS ON PAGE LEVEL

36. WMT: DATA HIGHLIGHTER

37. DOES IT HELP YOUR RANKINGS?
“Google doesn’t use markup for ranking
purposes at this time—but rich snippets can
make your web pages appear more prominently
in search results, so you may see an increase in
traffic.”
Source: https://support.google.com/webmasters/answer/1211158?hl=en

38. RICH SNIPPET SPAM?

39. REPORT SPAM!
https://support.google.com/webmasters/contact/rich_snippets_spam

40. RISKS OF SPAMMING?

41. SHARE YOUR DATA?

42. STRUCTURED DATA FOR SOCIAL

43. “The Open Graph protocol enables any web
page to become a rich object in a social graph.
For instance, this is used on Facebook to allow
any web page to have the same functionality as
any other object on Facebook.”
OPEN GRAPH PROTOCOL

44. FACEBOOK: OPEN GRAPH
Start at: https://developers.facebook.com/docs/opengraph/

45. BASIC ELEMENTS
Use: http://ogp.me/

46. https://developers.facebook.com/docs/opengr
aph/
SPECIFY CERTAIN ELEMENTS

47. USE THE DEBUGGER TOOL!
WRONG DETAILS? CACHING ISSUESWRONG DETAILS? CACHING ISSUES
Use: https://developers.facebook.com/docs/opengraph/

48. TWITTER: TWITTER CARDS

49. TWITTER: EXAMPLE CODE

50. https://dev.twitter.com/docs/cards/validation/validator
WRONG DETAILS? CACHING ISSUESMAKE SURE YOU VALIDATE!

51. • Schema.org microdata
• Open Graph protocol
• Title + metadescription element
• Best guess from page content
MULTIPLE OPTIONS
Use: https://developers.google.com/+/web/snippet/
WRONG DETAILS? CACHING ISSUESGOOGLE+

52. USE YOAST SEO PLUGIN
USING WORDPRESS?

53. QUESTIONS?
http://www.notprovided.eu
@JBOBBINK
Jan-Willem Bobbink
HTTP://WWW.NOTPROVIDED.EU/SMXDATA

54. PICTURE CREDITS:
Linked Open data: http://commons.wikimedia.org/wiki/File:LOD_Cloud_Diagram_as_of_September_2011.png
Schema meme: http://www.fscinteractive.com/wp-content/uploads/2013/07/schema-rich-snippets-all-the-
things-meme-560x345.jpg
Social meme: http://socialmediasatisfied.com/wp-
content/uploads/2013/06/529797_10150904238024534_3188681_n.jpg
Possibility meme: http://makeameme.org/character/dr-evil-austin-powers
Matrix coding: http://indervilla.com/matrix-wallpapers/matrix-code-hd/
Image processing: http://www.habiledata.com/blog/wp-content/uploads/2013/05/image-processing-
services.jpg
Spam: http://www.cj-weblog.nl/wp-content/uploads/2009/11/Spam.jpg
Changes: http://erinamsili.blogspot.de/2011/12/ch-ch-ch-changes.html
Obama meme: http://cdn.memegenerator.net/instances/250x250/38508282.jpg
THANKS FOR THE PICTURES!