735-AggarwalBenu

Milestone Confidential

Schema 201: Real World Markup Benu Aggarwal Milestone Internet Marketing

President and Founder

2 Milestone Confidential

www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

Milestone at a glance

What

Founded

Location

People

Products

Customers

Full Service Digital Agency and Software Solutions 1998

HQ - Santa Clara, CA (Silicon Valley)

130 Employees

Website design, SEO, PPC, social media optimization, social media monitoring tool, Software offerings

1300+



SCHEMAs – How, What and Results

¡  Types of Schema’s for local business

¡  Site architecture changes

¡  Impact of Schema’s – case study

¡  Key takeaways



Schema’s Address

User Generated

Reviews

Things to do

Events

Images

Specials

Accommodations

Video

Bread crumbs

Using Schema’s Real Time in your CMS



Identify Correct Entity & Hierarchy

SCHEMAs in Footer and Address



Reviews Functionality with SCHEMAs



SCHEMAs Deployed on Things To Do



Schema’s Deployed in Specials and Packages



Event Calendar with SCHEMA Schema’s deployed in events calendar

Milestone Confidential

Results



Packages

¡  Packages, accommodations pages and entire site ranked high with qualitative SERPs



Things To Do Page Bounce Rate

Aug 31, 2011 – Feb 29, 2012 77%

Mar 1, 2012 – Aug 31, 2012 47%

% Change -38%

Reduced Bounce Rate by

38% 6 months after Site Live

Millwood Inn Results



Unique Page views went up

+200% 6 months after Site Live

Specials & Packages Page Unique Page views

Aug 31, 2011 – Feb 29, 2012 521

Mar 1, 2012 – Aug 31, 2012 1,623

% Change +212%

Millwood Inn Results



77% bounce rate 6 months

prior to Site Live

47% bounce rate 6 months after Site Live

(Revamp)

Things to Do Page Bounce Rate



Overall Keyword Conversion



Conclusion

Month 2011 2012 % Difference

Total Rev Total Rev

March $18,826 $27,978 48.61%

April $17,495 $28,584 63.38%

July $26,000 $34,000 31%

August $23,629

$33,755

42%



Higher SERP ranking, Click Throughs and Conversion



Key Take Away Key Take Away

¡  Identify right Schema’s for your vertical

¡  Think about site architecture and content changes to deploy Schema at CMS level

¡  Communicate to your developer, designer and content writer important data fields you need

¡  Explain changes in site architecture

¡  DO NOT TELL CREATIVE FOLKS THAT THEY ARE WRITING SCHEMA’s

¡  Schema’s can help significantly in ¡  Getting relevant traffic ¡  Reducing bounce rate ¡  Getting relevant long tail content served



Know Great People

¡ Director of Search

¡ Director of Software

¡  Sr PPC Manager

http://jobs.milestoneinternet.com



Thank You Questions?

Benu Aggarwal [email protected] www.milestoneinternet.com

blog.milestoneinternet.com

http://twitter.com/milestonemktg

http://www.facebook.com/Milestoneinc



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