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Turbo-Charge Your Search Traffic with Structured Data

In this presentation, given at On The Edge Manchester 2013, we present structured data mark-up and how using it can deliver semantic meaning to your search results; plus additional, attractive decision-criteria that seriously boosts your search traffic!

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Turbo-Charge Your Search Traffic with Structured Data

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  1. Supercharge Search H ow U sing Structured D ata C an Boost Your Traffic with Rich Snipp ets by N ichola Stott

  2. “It's a sim ple change to the display of search results, yet our exp erim ents have shown that users find the new data valuable” - - O thar H ansson et al Web m aster C entral Blog 2009

  3. W hat is structured data? C overing H ow does it look in search? H ow do I im p lem ent it? A ny tools to help ?

  4. Structured DATA TYPES

  5. How does that translate… to search?

  6. Rich Snippets

  7. really? you can add-up?

  8. That’s Awesome!

  9. prepTime cookTim e

  10. M icrodata is an H TM L sp ecification used to nest sem antics within existing content on web p ages.

  11. a m icroform at is a web -b ased ap p roach to sem antic m ark- up which seeks to re-use existing H TM L/X H TM L tags to convey m etadata and other attrib utes…

  12. RD Fa is a W 3C recom m endation that adds a set of attrib ute -level extensions to H TM L, X H TM L and various X M L-b ased docum ent typ es for em b edding rich m etadata within Web docum ents.

  13. One Protocol TO RU LE TH EM A LL!

  14. recipe Schema

  15. cookingM etho d cookTim e ingredients nutrition prepTim e recip eC ategory recip eC uisine recip eInstruction recip eYield totalTim e

  16. prepTime cookTim e

  17. M usic

  18. Tools

  19. C lick to select data item

  20. Results

  21. Increased… Click Through Rate

  22. up to 300% Schem a>A ggregateRating

  23. Schem a>Recip e up to 195%

  24. 19% C TR

  25. 24% C TR

  26. • M icrodata Vocabulary Supp orted by M ajor Search Engines • G uidance, Tools and Resources • Significant Increase to Traffic

  27. Further Reading Thinking on the Web – Berners Lee, G odel and Turing http ://schem a.org/ http ://m icroform ats.org/ http s://develop ers.google.com /web m asters/richsnip p ets/ http ://w w w.google.com /web m asters/tools/richsnip p ets http ://schem a-creator.org/ http ://w w w.m icrodatagenerator.com /

  28. THANKS FO R LISTEN IN G

  29. Tel: +44(0)1420 540227 E-m ail: nichola.stott@them ediaflow.com Twitter: @N icholaStott Web: w w w.them ediaflow.com D ownload N ow: w w w.them ediaflow.com

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