SERPs to Markup: How to Increase Your Earned Traffic

@petecampbell
pete@kaizensearch.co.uk
From SERPs to Markup
How to Increase Your Earned Traffic

@petecampbell
THE FUTURE OF GOOGLE SEARCH

@petecampbell
THE STAR TREK COMPUTER

@petecampbell
“The destiny of
[Google search] is to
become the Star Trek
computer, and that’s
what we are building”
Amit Singhal – Google SVP Search, 2013

@petecampbell
“You could ask it a
question and it would tell
you exactly the right
answer, and sometimes it
would tell you things you
needed to know in
advance, before you could
ask it.”
Amit Singhal – Google SVP Search, 2013

@petecampbell
WE’RE GETTING THERE ALREADY!

@petecampbell
OK GOOGLE
SEARCH WITHOUT THE KEYBOARD

@petecampbell
KNOWLEDGE GRAPH
TELLS YOU EXACTLY THE RIGHT ANSWER

@petecampbell
GOOGLE NOW
TELLS YOU THINGS IN ADVANCE

@petecampbell
HOW FAR WE’VE COME
GOOGLE’S ‘MIND-READER’ APRIL FOOLS PRANK

@petecampbell
THE SHIFT TO MOBILE

@petecampbell
“More Google searches
take place on mobile
devices than on
computers in 10
countries including the
US and Japan.” ”
Jerry Dischler, Google VP, May 2015

@petecampbell
BUT MOBILE USERS PREFER APPS OVER BROWSERS

@petecampbell
“Discover has been
driving millions of
pageviews per day
for its partners”
SNAPCHAT DISCOVER CAUSES A REVOLUTION
50% GROWTH IN MOBILE DATA USAGE

@petecampbell
FACEBOOK INSTANT DITCHES THE BROWSER
IN-APP ARTICLES
“Instant Articles load
10x faster than the
mobile web”

@petecampbell
THE CHALLENGE FOR SEO

@petecampbell
1 IN 4 SEARCHES FEATURE THE
KNOWLEDGE GRAPH

@petecampbell
PPC & ANSWER BOXES
0% ORGANIC SERP’S

@petecampbell
HOTEL
KNOWLEDGE GRAPH

@petecampbell
ORGANIC SERP CLICKS ARE FALLING
0
5
10
15
20
25
30
35
40
45
2006 2010 2014
%CTR
POSITION 1 CLICKTHROUGH RATE %

@petecampbell
GOOGLE SEARCHES ARE ALSO FALLING
Source: Google Official History, Comscore, Statistic Brain Research Institute
2.04
2.06
2.08
2.1
2.12
2.14
2.16
2.18
2013 2014
Trillions ANNUAL GOOGLE SEARCHES

@petecampbell
MicroData Markup
(JSON-LD & HTML)
Push & Resyndicate
Content via APIs
Open Graph Tags
Google Now
Card Markup
Create App Version
of Mobile Site
5 THINGS YOU CAN DO TO EMBRACE THE CHANGE

@petecampbell
PETE CAMPBELL
/ KAIZEN
•  Founder / Managing Director
•  Kaizen is a team Content Marketing
& Technical SEO specialists
•  “Rising Star of the Year” (Travolution Awards)
•  6+ Years in Agency & In-House Roles
•  Built first website at 11
•  Ran several high-traffic video gaming sites
•  Proud owner of a Game Boy Colour

@petecampbell
WARNING – CODE INCOMING

@petecampbell
Get in Touch:
@petecampbell
https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES
KAIZENSEARCH.CO.UK/BRIGHTON
Don’t Panic!

@petecampbell
MOST OF THE INTERNET LOOKS
LIKE THIS TO GOOGLE

@petecampbell
MICRODATA CAN SOLVE THIS PROBLEM
“A form of HTML mark-up
primarily used to help search
engines better understand a
web-pages content such as
company details, product
reviews and video”

@petecampbell
BEFORE
DEPARTMENT STORE WEBSITE

@petecampbell
AFTER
TOYS
CLOTHINGCLEANING
BEDROOM
JUST PLAIN
OLD CRAP
STORAGE
DEPARTMENT STORE WEBSITE

@petecampbell
66% OF THE
TOP 100K
WEBSITES
HAVE NO
MICRODATA
https://www.similartech.com/categories/document-standard

@petecampbell
WHY USE MICRO-DATA?
•  Increase CTR by 30%+
•  Gain SERPs for Semantic KW’s
•  Lower Bounce Rate by 10%+

@petecampbell
THE MOST USED MICRODATA TYPES
OPEN GRAPH
33.7%
SCHEMA
<12%
* At least one tag https://www.similartech.com/categories/document-standard

@petecampbell
SCHEMA

@petecampbell
WHAT IS SCHEMA.ORG?
I’LL LET THE KNOWLEDGE GRAPH TAKE THAT ONE

@petecampbell
TWO WAYS TO IMPLEMENT SCHEMA.ORG
HTML JSON-LD
* At least one tag https://www.similartech.com/categories/document-standard

@petecampbell
BUT WHICH IS BETTER?
NERD FIGHT

@petecampbell
JSON-LD
•  Lightweight & Efficient Code
•  Easiest to Implement: Copy & Paste
•  No HTML Knowledge Needed
•  Google Hinting at JSON-LD Preferred
•  Risk of Repeated Content within Code
•  Newer, Some Markup Still Being Defined

@petecampbell
HTML MICRODATA
•  Better Supported
•  More Suitable for Longer-Form Content
Such as Reviews, Articles
•  Makes ‘Ugly-Looking’ Code
•  Requires HTML Knowledge

@petecampbell
CONCLUSION
USE BOTH

@petecampbell
Knowledge Graph
(Organization)
Interactive
Breadcrumbs
Sitelinks Search Box
(SearchAction)
Blogs & Articles
Star Ratings
(AggregrateRating)
SCHEMA MARKUPS EVERY BRAND SHOULD BE USING

@petecampbell
LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS
‘ORGANIZATION’ SCHEMA
REQUIREMENTS
•  150px x 150px Logo
•  Customer Service Number
•  Social Media URLs

SUPPORTED SOCIAL PROFILES
•  Facebook
•  Twitter
•  Google+
•  Instagram
•  YouTube
•  LinkedIn
•  Myspace
•  Pinterest
•  SoundCloud
•  Tumblr

@petecampbell
LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS
‘ORGANIZATION’ SCHEMA
RECOMMENDED – JSON-LD MARKUP
<script type="application/ld+json">
{ "@context" : "http://schema.org",
"@type" : "Organization",
"name" : "Company Name",
"logo" : "http://www.domain.com/logo.png",
"url" : "http://www.domain.com/",
"contactPoint" : [{
"@type" : "ContactPoint",
"telephone" : "+44-2078225951",
"contactType" : "customer support"
}],
"sameAs" : [
"https://www.facebook.com/company-name",
"https://twitter.com/company-name",
"https://www.linkedin.com/company/company-name",
"https://plus.google.com/company-name/posts"
]
}
</script> * Customise Red Values
https://developers.google.com/structured-data/customize/overview

@petecampbell
TEST YOUR MARKUP
https://developers.google.com/structured-data/testing-tool/

@petecampbell
DISPLAY AN INTERACTIVE BREADCRUMB TRAIL
‘BREADCRUMB’ DATA VOCABULARY
REQUIREMENTS
•  Display a Visual Breadcrumb Trail to Users
On-Site
Breadcrumb

@petecampbell
DISPLAY AN INTERACTIVE BREADCRUMB TRAIL
‘BREADCRUMB’ DATA VOCABULARY
RECOMMENDED – HTML MICRODATA MARKUP
<ul>
<li itemscope itemtype="http://data-vocabulary.org/Breadcrumb">
<a href="https://www.domain.co.uk/" itemprop="url">
<span itemprop="title">Home</span>
</a>
</li>
<a href="https://www.domain.co.uk/category-name/" itemprop="url">
<span itemprop="title">Category Name</span>
</a>
</li>
<span itemprop="title">Landing Page</span>
</li>
</ul>
* Customise Red Values
https://developers.google.com/structured-data/breadcrumbs

@petecampbell
ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP
‘SEARCHACTION’ SCHEMA
REQUIREMENTS
•  An Internal Search Engine On Your Site
•  Try Google Custom Search Engine if Needed

@petecampbell
RECOMMENDED – JSON-LD MARKUP
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebSite",
"url": "https://www.domain.co.uk/",
"potentialAction": {
"@type": "SearchAction",
"target": "https://www.domain.co.uk/catalogsearch/result/?q={search_term}",
"query-input": "required name=search_term"
}
}
</script>
ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP
‘SEARCHACTION’ SCHEMA
https://developers.google.com/structured-data/slsb-overview

@petecampbell
GIVE CONTEXT TO YOUR ARTICLES, BLOGS & GUIDES
‘ARTICLE’ SCHEMA
PUBLISHER NAME
Dedicated
SERPs Box
REQUIREMENTS
•  A Blog, duh!

@petecampbell
<div itemscope itemtype="http://schema.org/Article">
<h1 itemprop="headline">Article Name</h1>
<img src="https://www.domain.co.uk/article-thumnail.png" itemprop="image" />
<span itemprop="author">Author Name</span>
<span itemprop="datePublished">2015-09-18</span>
<span itemprop="description">Short Article Description</span>
<div itemprop="articleBody">The Body Copy of Your Article Goes Here
</div>
</div>
https://support.google.com/webmasters/answer/3280182?hl=en
GIVE CONTEXT TO YOUR ARTICLES, BLOGS & GUIDES
‘ARTICLE’ SCHEMA

@petecampbell
USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS
‘PRODUCT/AGGREGATE RATING’ SCHEMA
REQUIREMENTS
•  Real-Customer Review Data
•  No Data? Run an Incentive-Based Survey
•  Testimonial Page

@petecampbell
<div itemtype="http://schema.org/Product" itemscope="itemscope" class="star-rating">
<span itemprop="name">[Product Name]</span>
<div itemprop="AggregateRating" itemtype="http://schema.org/AggregateRating"
itemscope="itemscope">
<span itemprop="ratingValue">4.89</span> out of 5 - (<span class="reviewCount"
itemprop="reviewCount”>[Number of Reviews]</span>)
</div>
</div>
https://developers.google.com/structured-data/rich-snippets/reviews
USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS
‘PRODUCT/AGGREGATE RATING’ SCHEMA

@petecampbell
OPEN GRAPH TAGS

@petecampbell
Max 80 Characters
66% Engagement Increase
1200 x 628 Pixels
USE A CTA
BUTTON
Open Graph Tags
25 Characters Max
The
Perfect
Facebook
Open
Graph Box
Facebook Guidelines: http://on.fb.me/1JmMDTH
Jeff Bullas: http://bit.ly/19VD8E9

@petecampbell
RECOMMENDED – OGP.ME MARKUP
<meta property="og:locale" content="en_gb" />
<meta property="og:type" content="article" />
<meta property="og:title" content="[Content Title]" />
<meta property="og:description" content="[Description of your content]" />
<meta property="og:url" content="https://www.domain.com/content-url/" />
<meta property="og:site_name" content="[Site Name e.g. Kaizen]" />
<meta property="article:publisher" content="https://www.facebook.com/fb-page-url" />
<meta property="og:image" content="http://www.domain.co.uk/thumbnail-image.jpg" />
http://ogp.me/
THE PERFECT FACEBOOK OPEN GRAPH BOX
MICRO-DATA

@petecampbell
TYPES
•  Promoted Cards (No HTML Required)
•  Lead Gen - Capture Email
•  Website - Drive Clicks to Content
•  Set Headline
•  Social Image
•  CTA Button
•  App Cards
•  Organic Cards
•  Get Approved - http://bit.ly/1jjwSw5
•  Card Types
•  Summary + Summary Image
•  Product
•  Photo / Video
•  Apps
USING TWITTER CARDS TO INCREASE TWEET CTR
META TAGS

@petecampbell
RECOMMENDED – TWITTER.COM MARKUP
<meta name="twitter:card" content="summary">
<meta name="twitter:site" content="@TwitterHandle"/>
<meta name="twitter:domain" content="http://www.domain.co.uk/"/>
<meta name="twitter:creator" content="@TwitterHandle"/>
<meta name="twitter:title" content="Content Title">
<meta name="twitter:description" content="Description of your content">
<meta name="twitter:image" content="http://www.domain.co.uk/thumbnail-image.jpg">
https://dev.twitter.com/cards/overview
USING TWITTER CARDS TO INCREASE TWEET CTR
META TAGS

@petecampbell
TRY TWITTER CARD ANALYTICS
https://analytics.twitter.com/

@petecampbell
GOOGLE NOW CARDS

@petecampbell
GOOGLE NOW RELIES ON STRUCTURED DATA IN EMAILS
REQUIREMENTS
•  JSON-LD / SCHEMA markup within emails
•  You’ll also see markup within Gmail directly

h"ps://developers.google.com/schemas/tutorials/embedding-‐schemas-‐in-‐emails

@petecampbell
HTML CODE
 
https://developers.google.com/schemas/
reference/hotel-reservation
USES / VARIANTS
•  Basic Reservation Details
•  Update/Cancel Reservation
•  Business Details
•  Customer Details
HOTEL BOOKINGS
‘LODGINGRESERVATION/BUSINESS’ SCHEMA

@petecampbell
HTML CODE
 
reference/event-reservation
USES / VARIANTS
•  Basic Event Details
•  Event Reminders
•  Ticket / No Ticket Variants for Music & Sport
•  Multiple Tickets
•  Update/Cancel Event
EVENT TICKETS
‘EVENTRESERVATION’ SCHEMA

@petecampbell
HTML CODE
 
reference/restaurant-reservation
USES / VARIANTS
•  Basic Restaurant Reservation
•  Update/Cancel Reservation
RESTAURANT RESERVATIONS
‘FOODESTABLISHMENTRESERVATION’ SCHEMA

@petecampbell
FLIGHT BOOKINGS & BOARDING PASSES
‘FLIGHTRESERVATION’ SCHEMA
HTML CODE
 
reference/ﬂight-reservation
USES / VARIANTS
•  Flight Conﬁrmation
•  Boarding Pass
•  Check-In
•  Update / Cancel Flight
•  Multi-Leg Flights
•  Multiple Passenger Flights

@petecampbell
PUSH & RESYNDICATION VIA API’S

@petecampbell
NOTIFY VISITORS WHEN YOU PUBLISH A NEW BLOG POST
CHROME & SAFARI PUSH NOTIFICATIONS
Desktop Notification
Mobile Notification
https://goroost.com/

@petecampbell
ENABLE PUBSUBHUBHUB TO UPDATE RSS READER
FEEDS IN REAL-TIME
http://wordpress.org/plugins/pubsubhubbub/

@petecampbell
GET READY FOR IOS9 APPLE NEWS
SIGNUP FOR NEWS
PUBLISHER
https://www.icloud.com/newspublisher/

@petecampbell
MOBILE APP WRAPPER

@petecampbell
SPOT THE DIFFERENCE?
BROWSER VS APP

@petecampbell
TURN YOUR RESPONSIVE WEBSITE INTO AN APP
USE PHONEGAP OR CORDOVA
http://phonegap.com/about/
http://cordova.apache.org/

@petecampbell
GET READY

@petecampbell
MicroData Markup
(JSON-LD & HTML)
Push & Resyndicate
Content via APIs
Open Graph Tags
Google Now
Card Markup
Create App Version
of Mobile Site
IMPLEMENT ALL OF THIS

@petecampbell
GET DISCOVERED BY THE STAR TREK COMPUTER

@petecampbell
& EARN
1 MILLION
VISITS!!

@petecampbell
BACK UP PLAN?

@petecampbell
Get in Touch:
@petecampbell
https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES
KAIZENSEARCH.CO.UK/BRIGHTON
Thank You!

SERPs to Markup: How to Increase Your Earned Traffic

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SERPs to Markup: How to Increase Your Earned Traffic