Local SEO Schema
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Transcript of Local SEO Schema
SCHEMAWTF
QUICK LOOK• Search Engines
Agreed…• It’s a Way to
“Structure” data• Organize Information• Understand the
Content• Add glitter to search results
– Some Guy at Google
“Google’s main focus is to make sure it’s users are getting
more value.”
EXAMPLESRecipes
………………
Product Reviews
Event InformationConcert Details
Critic ReviewsProduct Details
Official Logo
Official Social ProfilesGoogle Authorship
Movie Trailers
Video Snippets
Location SpecificA LOT of Contact Number Types
Answer Box?
GalleriesQ&A
Knowledge Graph?
WHICH WOULD YOU CLICK?
It’s probably this one… since it’s #1
OR THIS ONE
BUT DOES IT INCREASE YOUR
RANKINGS?????
– Some Guy at Google (but they deleted this)
“Marking up your data for rich snippets won’t affect your page’s ranking in search results, and Google doesn’t guarantee to
use your markup.”
WHO BELIEVES GOOGLE?
THEN WHY DO IT?
• Google values organized information
• It values user engagement
• Which brings us to relevancy
• Pogo Sticking
• CTR (Click Through Rate)• Time on Site
SOME “POSSIBLE” FACTORS
(Debunked by Google… LOL)• Bounce Rate• Page Views• Conversions?
INDIRECT EFFECTSthat help your rankings
Plus, less than 25% of the websites out there use it
#WIN
THAT'S WHYYou need to make use of it for your On-page
SEO
IT’S NOT A HACKIt’s a “best practice”
IT WILL HELP YOURule the world
doesn’t hurt to be on Amazon…
LET'S START WITH LOCAL
OPTIMIZE FOR LOCAL SEO• Geo-Sitemaps
• NAP (Name, Address, Phone Number)
• Multiple Branches? Put together in one page if you want
• One page per branch + NAP + Maps
OPTIMIZE FOR LOCAL SEO• Usual On-page SEO work (+ Set Up
Webmaster Tools)
• Here’s my fav right now for UX - UserTesting.com
• Want a free version? peek.Usertesting.com
• Off-page factors Google MyBusiness + Citations + Links + Mentions
SCHEMA: THE PROCESS• Identify which schema types will fit
your needs
• Generate/Create the scripts
• Use them on the site
• Test them
• Tweak!
PICK A TARGETLet’s say… a Business Website. Like this one.
http://seophilippines.companyguinea pig
#LOL
Go To https://developers.google.com/structured-data/testing-tool/
Tip: Don’t Like Reading in Tagalog?Force it to show in English by adding ?hl=en at the end
Don’t mind the built-in Genesis Theme Errors
WHICH SCHEMA DO YOU NEED?
• https://developers.google.com/structured-data/
• Everything else @ schema.org?It’s a sure thing.
FOR BUSINESSESStaples… (NAP)
• Address
• Corporate Contacts
• Social Profile Links
• Official Logo
Eventually…
• Breadcrumbs
• Articles
• Sitelinks Searchbox
• Etc.
LATEST UPDATE: JavaScript Object Notation (JSON) - #WIN
GENERATE THE SCRIPTSOfficial Logo
<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "LocalBusiness", "url": "http://seophilippines.company", "logo": "http://seophilippines.company/wp-content/uploads/2015/03/seo-philippines-company.png" } </script>
Change This Later
GENERATE THE SCRIPTSOfficial Social Profiles
<script type="application/ld+json">{ "@context" : "http://schema.org", "@type" : "LocalBusiness", "name" : "SEO Philippines Company", "url" : "http://seophilippines.company", "sameAs" : [ "http://www.facebook.com/seophilippinescompany", "http://www.twitter.com/seophilippinescompany", "http://plus.google.com/+ seophilippinescompany"] }</script>
FacebookTwitterGoogle+InstagramYouTubeLinkedInMyspace
Business Name
GENERATE THE SCRIPTSContact Numbers
<script type="application/ld+json">{ "@context" : "http://schema.org", "@type" : "LocalBusiness", "url" : "http://seophilippines.company", "contactPoint" : [ { "@type" : "ContactPoint", "telephone" : "+63 (2) 854 8888", "areaServed" : "PH", "contactOption" : "TollFree", "contactType" : "customer service" } ] }</script>
Optional
GENERATE THE SCRIPTSAddress
<script type="application/ld+json">{ "@context": "http://schema.org", "@type": "LocalBusiness", "name": "SEO Philippines Company", "url": "http://seophilippines.company", "alternateName": "Heritage Hotel SEO", "address": { "@type": "PostalAddress", "streetAddress": "Roxas Boulevard", "addressLocality": "Pasay City", "addressRegion": "Metro Manila", "addressCountry": "Philippines", "postalCode": "1300" }}</script>
SORRY!Don’t try this at home
USE IT• Put it on your site.
• NAP can be site-wide.
• Page specific schema? Stay on that page!
TEST IThttps://developers.google.com/structured-data/testing-tool/
TWEAK IT• Combine the code so it’s more efficient
• Tweak type so that it’s more specific!
• YOU don’t want to be another “LocalBusiness”
• https://www.LeapFroggr.com/localbusiness-types
AFTER TWEAKING
RESOURCES• https://www.google.com/webmasters/markup-helper/u/0/
• https://developers.google.com/structured-data/
• https://developers.google.com/structured-data/testing-tool/
• http://schema.org/docs/full.html (Full Hierarchy)
• http://www.productontology.org
• https://www.leapfroggr.com/localbusiness-types
• http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/ (Just because it’s from SEO Gadget)
“additionalType”
YOU'RE IN LUCK
I have a gift for you• Still in Alpha• Never released
before• Actively Being
Developed I have no better name for it at the moment…
HOW TO GET IT?• https://www.LeapFroggr.com/
PeepconPlugin
• Sign up - Follow instructions…
• That’s it!
• Oh, you can share the link if you like it. Who doesn’t like freebies?
LIKED THIS?• Slides will be on Slideshare.net/denseymour
• Follow me on Google+, Twitter and Instagram @denseymour
• Use other social networks? @denseymour
• https://www.leapfroggr.com/schedule