Search Optimization via Structured Data by Chris Silver Smith

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From SMX East 2013 - Structured Data Superstars - Search Optimization via Structured Data by Chris Silver Smith

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SEARCH

OPTIMIZATON

VIA STRUCTURED

DATA

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Chris Silver Smith

Argent Media

@argentmedia

#SMX #22c

October 2, 2013

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• Founder of Argent Media search marketing agency providing SEO, Social Media Optimization & Online Reputation Management

• Chris Silver Smith has provided consulting for Fortune 500 and Internet Retailer 500 brands

• Former SEO & Head of Tech Dept. for Verizon’s Superpages.com

• Columnist for SearchEngineLand.com & WebMarketingToday.com

• Advisory Board Member for FindLaw (a Thomson Reuters company) and Universal Business Listing (“UBL”)

• VP of Programming, DFW Search Engine Marketing Association

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Simple:Acme Industrial Company100 Elm StreetWalla Walla, WA 993241 (509) 000-1234

Complex:

Houston’s Restaurant – Memphis Style BBQ!

ORDER TODAY: 977-BBQ-NOWS!10 Tennessee Avenue, Uptown, Springfield, MO

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• Enables Search Engines to more accurately interpret site content;

= Ranking for Relevant Searches & More Qualified Traffic

• Can enable your listings to take up more real estate on SERPs;• Enhances listings to be more eye-catching;• Increases the number of your links per SERP;

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Logically, having more links per SERP = increased odds of clicks

Rich snippets may improve CTR by 15% to 50%

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1. Schema.org Markup (for Articles, Videos, Images…)

2. Open Graph Markup

3. Title + Meta Description Tag

4. If Google finds no semantic markup, they will use data from parsing the page to attempt to deduce a title, description and representative image.

Click HereSorry to say… copyright 2013…

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http://www.google.com/webmasters/tools/richsnippets

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Use Simple Image + Hyperlink – Image Replacement or CSS Background Image

Avoid White Knockout Images for Logos

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<td><a href="https://plus.google.com/112059884660144728255? rel=author">Google + Profile</a></td>

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Author Tag Combined with Recipe Schema & Breadcrumb Microdata

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Uses Both Open Graph & Schema.org Markup

Simultaneously

http://silvery.com/Holly-Hill-House/

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Uses hReviewMicroformat, Open Graph

Uses Product Open Graph, Product Schema, Aggregate Rating

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Product + Offer Schemas

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BEFORE

AFTER

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https://dev.twitter.com/cards

1. Add the Twitter Cards Meta Data To Your Pages

2. Use Twitter’s Card Validator

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https://developers.google.com/+/web/snippet/

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If you don’t have access to edit your site’s code, or are insecure at editing code…

Or, if it will take months before IT can schedule the project to add

structured data!

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Google Authorship Pagehttps://plus.google.com/authorship

13 Semantic Markup Tips For 2013: A Local SEO Checklisthttp://searchengineland.com/13-semantic-markup-tips-for-2013-a-local-seo-checklist-143708

Structured Data Testing Toolhttp://www.google.com/webmasters/tools/richsnippets

Blast Open The Doors Via Facebook’s Open Graph For Local SEOhttp://searchengineland.com/facebooks-open-graph-for-local-seo-52098

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argentum@verizon.net

twitter.com/si1very

twitter.com/ArgentMedia

ArgentMedia.com

Search Engines are complex. Get qualified help.

http://www.slideshare.net/SearchMarketingExpo

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