#but this is javascript code after all so it's effectively using some api to talk to the real server

[kaiserouo]

You can't give me a shell and expect me not to try this

https://terminal.ishtar-collective.net/

(Disclaimer: do not ever do that to any real machine if you do that you're the one to blame)

[timetocode]

Plans for nengi.js 2.0

Hi, this is Alex, the people’s network programmer and developer of nengi.js. Let’s talk about the future.

I consider nengi 1.x to be complete. Of course there are always unfinished items of work -- I wish I had a comprehensive tutorial series on prediction for example -- but really things have been stable and good for a long time.

So as I look towards 2.0, there are no fundamental changes to the library in mind. Instead the future is about improvement, making things easier, and staying open to deeper integrations with other libraries and possibly even with other languages.

One area of intended improvement is the whole process around forming connections both on the client and the server.

On the clientside, client.readNetwork() or equivalent is invoked every frame as the mechanism that pumps the network data into the application. However, this pump also controls the network data related to the connection -- meaning that without spinning the game loop one cannot finish trading the data back and forth that completes the handshake. I’d like to redo this such that we end up with a more normal api, e.g.  client.connect(address, successCb, failCb) or equivalent. This presents a clean flow with no ambiguity as to when a connection is open. It’ll also let the clientside of games be a bit tidier as they don’t need to spin the network in anticipation of a connection opening.

On the serverside the whole .on(‘connect’, () =>{}) warrants a redo. I have in mind a simpler api where a ‘connectionAttempt’ occurs, and then the user code gets to invoke instance.acceptConnection(client, greeting) or instance.denyConnection(client, reason) thus again providing a nice and clean exact line after which we know what state the connection is in (attempted => connected, or attempted => denied).

Another area is Typescript support and some positive side-effects thereof. Nengi has minimal typescript definitions, but I think the actual surface of each api class/function should be rewritten in actual typescript. This will be limited, as the actual inner workings of nengi are truly untyped -- it has its own crazy typesystem and fancy optimization of high speed iteration based on object shapes that I should stop talking about now before I accidentally write a dissertation.

Per adding Typescript support there will be a major benefit to Typescript and JavaScript developers alike which is the opportunity for some top tier intellisense. The nengi api is small and having some modest documentation pop up right as you type things like .addEntity would be awesome.

The other benefit (ish..) of formally supporting Typescript is that a few of the processes around how to integrate game logic and nengi could finally be strictly addressed. I used to favor a very laissez-faire approach to integration as I didn’t want to stifle anyone’s style… but as time has gone by it seems that the level at which nengi can be decoupled is not seen as powerful, and instead it just confuses people. I want a better newbie experience, and presenting things like “well you can kinda do anything” isn’t helpful. I wouldn’t necessarily limit nengi itself, and instead may supply this functionality as a layer, but I would like to suggest a much stricter boilerplate for topics such as associating game data with a connected client and any other spot where game and network get glued together.

On that note of making things less open ended, I am *considering* whether nengi should offer an Entity and Message etc as part of the api. Currently entity is a concept or an implied interface -- really it is any object. Too decoupled? Maybe something more explicit would be nice. We’ll see.

More advanced protocols/schemas are also needed in the future. There are a bunch of features that can easily come from having more options on the protocols, but initially I plan to skip over all of these features and just change the api in a hopefully future-proof manner. The plan here is to change things from protocol = { x: Int, y: Int, name: String } to something more like context.defineSchema({ x: Int, y: Int, name: String }). Initially these will do the same thing, but in the future more arguments will be added to defineSchema.

The eventual removal of types from nengiConfig is another dream feature that may or may not make 2.0 but is worth a bit of discussion. NengiConfig.js is that file where every entity, message, command etc is listed out. Removing this would require nengi to be able to explain *in binary* how to *read future binary* and is non-trivial. The benefit however is that the parallel building of client and server code would no longer be a strict requirement. In the end of course a client and server need to be built for one another, but if the relationship were less strict than it is now it may pave the way for eventual nengi clients that aren’t even JavaScript. To me this has always been a bad joke -- who would want such a thing??? But as the years have passed it has become clear that nengi is not just special for being JavaScript, but that it is actually competitive in performance and functionality with the type of technology coming out of AAA multiplayer gaming companies (send money!!). So this may not be a bad direction (though it is worth noting there are at least two other major changes needed on this path).

There would also need to be changes to the current ‘semver’-ish release cycle. As it stands currently nengi version numbers follow the rules of breaking changes on major release (1.0.0) non-breaking changes on minor release(0.1.0) and small patches on patch release (0.0.1). As the current version of nengi is 1.18.0 that means that I’ve managed to add all functionality since release without a single breaking change (send money?!). This is not easy. These new changes described above are deliberately breaking api changes. Given the work cycle that I’m on and the lack of funding, the most efficient way for me to work would be with breaking changes allowed and perhaps a changelog to help the users out. So 2.0.0+ may shift to this type of development, where the ‘2’ is just my arbitrary name for the functionality, and 2.1.0 is a potentially breaking change. Obviously no one has to join me over in the land of nengi 2 until it becomes more stable, but letting me do *whatever* will get everything done faster, which is more important than ever given my limited time.

In the category of “maybe 2.0 things” here are a bunch of other things I’d like to talk about too, but they’re too involved (and experimental) of topics to go into detail. Here’s a vague summary of things I’ve put R&D time into:

Experimentally rewrites of sections of nengi in Rust, C, C++ with integrations via n-API, wasm transpilation, and some in-memory efforts. Crossing the boundary between JavaScript and anything else has been problematic as a means of solving most obvious problems, but some less-than-obvious problems may yet warrant this approach. I would say that n-API is a dead end for most nengi functionality but has some merit for spreading sockets across threads. WASM, or specifically working on a continuous block of memory may have some promise but requires further R&D.

An advanced rewrite of the nengi culler based on spatial chunking (promising!).

A middle api between serving up interpolated snapshots and the nengi client hooks api. This would become a generic replacement for the entire nengi clientside api. Until further typescript support I’m going to leave this one alone as it is very likely that a naturally elegant solution will show itself in the near future.

Multithreaded nengi, specifically the spreading of open connections across threads and the computation of snapshots. True optimal CPU use is opening multiple instances, not giving more threads to an instance, but there are some uses nonetheless.

Multi-area servers that use spatial queries instead of instances or channels (for example creating multiple zones, but not making an instance or channel per zone, instead the client.view just goes to a different space with some spatial math).

So yeah, that’s the plan! Thanks for your support (send money)

https://github.com/sponsors/timetocode

https://www.patreon.com/timetocode

[irarelypostanything]

Open source

Last Friday night I had a question posed to me: What is the single project that you have done, at work or at school, that you are most proud of?  If you don’t have one, he continued, then you can pursue one.  In your own time.

I did have an idea for something in the future.  CorgiPomodoro was something I made, and it was like a meme--it was a standalone bit of JavaScript that took advantage of Dog API, another meme, to see how much I could learn and how far I would get.  What if I tried something lightweight, like Vue.js, to serve as a framework?  What if, instead of making a meme, I made a web application that took advantage of a nutrition API to help diabetics quickly find the carbohydrate counts in common foods?  It’s been done, but there are an infinite number of iterations when it comes to UI.  That’s an idea.

Still, there is one thing I realized I like about the projects I’ve done for the last year or so...at work.  It’s the open source push.  It’s the idea that if we take known and proven open source systems, and use them on our key software, then we’ll be getting up to speed with our technology while reaping the benefits of linking to a larger user base.  This could effectively solve most of the biggest problems we’ve had.

And I do like open source, because the idea is simple: You put the source code out there, and you often invite other people to distribute your work.  The idea is that it’s a self-sustaining system, one in which people are free to locate and correct bugs as they emerge.  The other idea is that it opens things up to all.  

And I like open source because, when it really comes down to it, I’m surprised it even exists at all.  We could have guarded our software the way military personnel guard their top secret documents.  We could have restricted knowledge of software writing to the wealthiest 1% of the population, and we could have shipped off the next generation of software engineers to secret, hidden locations to carry out training and swear to secrecy.  Instead, we live in a world where a person can easily find software for operating systems, for frameworks, for mobile applications.  Instead, we live in a world where all you have to do to be the next great software engineer is find a place with Internet access.

I love the idea, but of course there are two questions that instantly come to mind.  How do you still make money?  You make a proprietary version of your software that does cost money, or you charge people for support, or you find certain...other...ways to make money.  The next concern--I’ll give you a minute to see if you can guess it yourself--is security.  If every CEO and his grandson is relying on technology we npm installed from some random site, that really opens things up.  There’s a reason that military technology and, by extension, government technology is notoriously out-of-date: Security.  Considering that, I’m impressed we’ve come as far as we have with embracing open source software.

This isn’t a secret, by the way.  You can read about these efforts at your leisure.  

*****

It’s been 14 minutes.  Let me make my final point.

Um...so...I like narrative.  I can’t get enough stories.  

I want to write that big, evil companies like Microsoft and Apple have always had a chokehold on the common (wo)man.  I want to write about the ancient Browser Wars, a 1990s struggle of the evil, all-powerful Microsoft and its nefarious attempts to starve out Netscape.  I want to write that in its final moments, Netscape gave rise to a new and better open source system.  And I want to write that Mozilla Firefox was our champion, a browser for the people that rose from the ashes like a Targaryen dragon and fought back in the second Browser Wars, until Internet Explorer was a smoking ruin and the forces of Mozilla and Chrome continued to battle across the world.

It’s not even...completely true.  It’s true that Internet Explorer and its child marked a low point for Microsoft after it supposedly beat out Netscape for good, but these big, “evil” corporations have made undeniably good contributions.  I love to talk about how Twitter is the root of all evil and the lowest point of human society, a website that divides people and spreads misinformation, but Twitter developers also gave us the most intuitive web framework out there.  Similarly, I could write (in a blog post I’m sharing on Facebook) about how Facebook spreads misinformation and steals content and drives people apart, but it’s also responsible for its own impressive web framework.

Tumblr is garbage.  Tumblr has contributed nothing to the software community, and it’s a smoking pile of garbage that I still use and love.

But I like open source.  I like that open source is a contributing trend, that it continues to solve some of our most pressing problems, and that it represents the fair transfer of knowledge to other people who want to do great things.

All I’m saying is, there are caveats.

[michaelandy101-blog]

Web page Degree Question Evaluation at Scale with Google Colab, Python, & the GSC API [Video Instructions Included]

New Post has been published on http://tiptopreview.com/page-level-query-analysis-at-scale-with-google-colab-python-the-gsc-api-video-instructions-included/

Web page Degree Question Evaluation at Scale with Google Colab, Python, & the GSC API [Video Instructions Included]

The creator’s views are fully his or her personal (excluding the unlikely occasion of hypnosis) and should not all the time replicate the views of Moz.

The YouTube playlist referenced all through this weblog might be discovered right here:6 Part YouTube Series [Setting Up & Using the Query Optimization Checker]

Anybody who does search engine optimization as a part of their job is aware of that there’s plenty of worth in analyzing which queries are and aren’t sending site visitors to particular pages on a website.

The commonest makes use of for these datasets are to align on-page optimizations with present rankings and site visitors, and to establish gaps in rating key phrases.

Nevertheless, working with this information is extraordinarily tedious as a result of it’s solely accessible within the Google Search Console interface, and you must take a look at just one web page at a time.

On prime of that, to get info on the textual content included within the rating web page, you both must manually overview it or extract it with a software like Screaming Frog.

You want this sort of view:

…however even the above view would solely be viable one web page at a time, and as talked about, the precise textual content extraction would have needed to be separate as effectively.

Given these obvious points with the available information on the search engine optimization neighborhood’s disposal, the info engineering crew at Inseev Interactive has been spending plenty of time desirous about how we will enhance these processes at scale.

One particular instance that we’ll be reviewing on this put up is a straightforward script that permits you to get the above information in a versatile format for a lot of nice analytical views.

Higher but, this can all be accessible with just a few single enter variables.

A fast rundown of software performance

The software mechanically compares the textual content on-page to the Google Search Console prime queries on the page-level to let you realize which queries are on-page in addition to what number of occasions they seem on the web page. An non-obligatory XPath variable additionally permits you to specify the a part of the web page you need to analyze textual content on.

This implies you’ll know precisely what queries are driving clicks/impressions that aren’t in your <title>, <h1>, and even one thing as particular as the primary paragraph inside the primary content material (MC). The sky is the restrict.

For these of you not acquainted, we’ve additionally supplied some fast XPath expressions you should utilize, in addition to the way to create site-specific XPath expressions inside the “Input Variables” part of the put up.

Submit setup utilization & datasets

As soon as the method is about up, all that’s required is filling out a brief record of variables and the remaining is automated for you.

The output dataset contains a number of automated CSV datasets, in addition to a structured file format to maintain issues organized. A easy pivot of the core evaluation automated CSV can offer you the under dataset and plenty of different helpful layouts.

… Even some “new metrics”?

Okay, not technically “new,” however in case you completely use the Google Search Console person interface, then you definitely haven’t possible had entry to metrics like these earlier than: “Max Position,” “Min Position,” and “Count Position” for the required date vary – all of that are defined within the “Running your first analysis” part of the put up.

To essentially exhibit the influence and usefulness of this dataset, within the video under we use the Colab software to:

[3 Minutes] — Discover non-brand <title> optimization alternatives for https://www.inseev.com/ (round 30 pages in video, however you may do any variety of pages)

[3 Minutes] — Convert the CSV to a extra useable format

[1 Minute] – Optimize the primary title with the ensuing dataset

Okay, you’re all set for the preliminary rundown. Hopefully we have been in a position to get you excited earlier than transferring into the considerably uninteresting setup course of.

Remember the fact that on the finish of the put up, there may be additionally a bit together with a number of useful use circumstances and an instance template! To leap immediately to every part of this put up, please use the next hyperlinks: 

[Quick Consideration #1] — The online scraper constructed into the software DOES NOT help JavaScript rendering. In case your web site makes use of client-side rendering, the total performance of the software sadly is not going to work.

[Quick Consideration #2] — This software has been closely examined by the members of the Inseev crew. Most bugs [specifically with the web scraper] have been discovered and glued, however like another program, it’s doable that different points might come up.

For those who encounter any errors, be happy to achieve out to us immediately at jmelman@inseev.com or information@inseev.com, and both myself or one of many different members of the info engineering crew at Inseev can be joyful that will help you out.

If new errors are encountered and glued, we’ll all the time add the up to date script to the code repository linked within the sections under so essentially the most up-to-date code might be utilized by all!

One-time setup of the script in Google Colab (in lower than 20 minutes)

Stuff you’ll want:

Google Drive

Google Cloud Platform account

Google Search Console entry

Video walkthrough: software setup course of

Under you’ll discover step-by-step editorial directions so as to arrange the whole course of. Nevertheless, if following editorial directions isn’t your most popular methodology, we recorded a video of the setup course of as effectively.

As you’ll see, we begin with a model new Gmail and arrange the whole course of in roughly 12 minutes, and the output is totally well worth the time.

Remember the fact that the setup is one-off, and as soon as arrange, the software ought to work on command from there on!

Editorial walkthrough: software setup course of

4-half course of:

Obtain the information from Github and arrange in Google Drive

Arrange a Google Cloud Platform (GCP) Mission (skip if you have already got an account)

Create the OAuth 2.zero consumer ID for the Google Search Console (GSC) API (skip if you have already got an OAuth consumer ID with the Search Console API enabled)

Add the OAuth 2.zero credentials to the Config.py file

Half one: Obtain the information from Github and arrange in Google Drive

Obtain supply information (no code required)

1. Navigate here.

2. Choose “Code” > “Download Zip”

*You can too use ‘git clone https://github.com/jmelm93/query-optmization-checker.git‘ in case you’re extra comfy utilizing the command immediate.

Provoke Google Colab in Google Drive

If you have already got a Google Colaboratory setup in your Google Drive, be happy to skip this step.

1. Navigate here.

2. Click on “New” > “More” > “Connect more apps”.

three. Search “Colaboratory” > Click on into the applying web page.

four. Click on “Install” > “Continue” > Check in with OAuth.

5. Click on “OK” with the immediate checked so Google Drive mechanically units acceptable information to open with Google Colab (non-obligatory).

Import the downloaded folder to Google Drive & open in Colab

1. Navigate to Google Drive and create a folder known as “Colab Notebooks”.

IMPORTANT: The folder must be known as “Colab Notebooks” because the script is configured to search for the “api” folder from inside “Colab Notebooks”.

Error leading to improper folder naming.

2. Import the folder downloaded from Github into Google Drive.

On the finish of this step, it is best to have a folder in your Google Drive that accommodates the under objects:

Half two: Arrange a Google Cloud Platform (GCP) venture

If you have already got a Google Cloud Platform (GCP) account, be happy to skip this half.

1. Navigate to the Google Cloud web page.

2. Click on on the “Get started for free” CTA (CTA textual content might change over time).

three. Check in with the OAuth credentials of your selection. Any Gmail electronic mail will work.

four. Observe the prompts to enroll in your GCP account.

You’ll be requested to provide a bank card to enroll, however there may be at present a $300 free trial and Google notes that they received’t cost you till you improve your account.

Half three: Create a 0Auth 2.zero consumer ID for the Google Search Console (GSC) API

1. Navigate here.

2. After you log in to your required Google Cloud account, click on “ENABLE”.

three. Configure the consent display screen.

Within the consent display screen creation course of, choose “External,” then proceed onto the “App Information.”

Instance under of minimal necessities:

Skip “Scopes”

Add the e-mail(s) you’ll use for the Search Console API authentication into the “Test Users”. There may very well be different emails versus simply the one which owns the Google Drive. An instance could also be a consumer’s electronic mail the place you entry the Google Search Console UI to view their KPIs.

four. Within the left-rail navigation, click on into “Credentials” > “CREATE CREDENTIALS” > “OAuth Client ID” (Not in picture).

5. Inside the “Create OAuth client ID” kind, fill in:

6. Save the “Client ID” and “Client Secret” — as these shall be added into the “api” folder config.py file from the Github information we downloaded.

These ought to have appeared in a popup after hitting “CREATE”

The “Client Secret” is functionally the password to your Google Cloud (DO NOT put up this to the general public/share it online)

Half 4: Add the OAuth 2.zero credentials to the Config.py file

1. Return to Google Drive and navigate into the “api” folder.

2. Click on into config.py.

three. Select to open with “Text Editor” (or one other app of your selection) to change the config.py file.

four. Replace the three areas highlighted under together with your:

CLIENT_ID: From the OAuth 2.zero consumer ID setup course of

CLIENT_SECRET: From the OAuth 2.zero consumer ID setup course of

GOOGLE_CREDENTIALS: Electronic mail that corresponds together with your CLIENT_ID & CLIENT_SECRET

5. Save the file as soon as up to date!

Congratulations, the boring stuff is over. You at the moment are prepared to start out utilizing the Google Colab file!

Operating your first evaluation

Operating your first evaluation could also be slightly intimidating, however keep it up and it’ll get straightforward quick.

Under, we’ve supplied particulars concerning the enter variables required, in addition to notes on issues to remember when working the script and analyzing the ensuing dataset.

After we stroll via these things, there are additionally a number of instance initiatives and video walkthroughs showcasing methods to make the most of these datasets for consumer deliverables.

Organising the enter variables

XPath extraction with the “xpath_selector” variable

Have you ever ever wished to know each question driving clicks and impressions to a webpage that aren’t in your <title> or <h1> tag? Properly, this parameter will help you do exactly that.

Whereas non-obligatory, utilizing that is extremely inspired and we really feel it “supercharges” the evaluation. Merely outline website sections with Xpaths and the script will do the remaining.

Within the above video, you’ll discover examples on the way to create website particular extractions. As well as, under are some common extractions that ought to work on nearly any website on the internet:

‘//title’ # Identifies a <title> tag

‘//h1’ # Identifies a <h1> tag

‘//h2’ # Identifies a <h2> tag

Web site Particular: Learn how to scrape solely the primary content material (MC)?

Chaining Xpaths – Add a “|” Between Xpaths

‘//title | //h1’ # Will get you each the <title> and <h1> tag in 1 run

‘//h1 | //h2 | //h3’ # Will get you each the <h1>, <h2> and <h3> tags in 1 run

Different variables

Right here’s a video overview of the opposite variables with a brief description of every.

‘colab_path’ [Required] – The trail by which the Colab file lives. This ought to be “/content/drive/My Drive/Colab Notebooks/”.

‘domain_lookup’ [Required] – Homepage of the web site utilized for evaluation.

‘startdate’ & ‘enddate’ [Required] – Date vary for the evaluation interval.

‘gsc_sorting_field’ [Required] – The software pulls the highest N pages as outlined by the person. The “top” is outlined by both “clicks_sum” or “impressions_sum.” Please overview the video for a extra detailed description.

‘gsc_limit_pages_number’ [Required] – Numeric worth that represents the variety of ensuing pages you’d like inside the dataset.

‘brand_exclusions’ [Optional] – The string sequence(s) that generally lead to branded queries (e.g., something containing “inseev” shall be branded queries for “Inseev Interactive”).

‘impressions_exclusion’ [Optional] – Numeric worth used to exclude queries which are probably irrelevant as a result of lack of pre-existing impressions. That is primarily related for domains with sturdy pre-existing rankings on a big scale variety of pages.

‘page_inclusions’ [Optional] – The string sequence(s) which are discovered inside the desired evaluation web page kind. For those who’d like to research the whole area, go away this part clean.

Operating the script

Remember the fact that as soon as the script finishes working, you’re typically going to make use of the “step3_query-optimizer_domain-YYYY-MM-DD.csv” file for evaluation, however there are others with the uncooked datasets to browse as effectively.

Sensible use circumstances for the “step3_query-optimizer_domain-YYYY-MM-DD.csv” file might be discovered within the “Practical use cases and templates” section.

That said, there are a few important things to note while testing things out:

1. No JavaScript Crawling: As mentioned at the start of the post, this script is NOT set up for JavaScript crawling, so if your target website uses a JS frontend with client-side rendering to populate the main content (MC), the scrape will not be useful. However, the basic functionality of quickly getting the top XX (user-defined) queries and pages can still be useful by itself.

2. Google Drive / GSC API Auth: The first time you run the script in each new session it will prompt you to authenticate both the Google Drive and the Google Search Console credentials.

GSC authentication: Authenticate whichever email has permission to use the desired Google Search Console account.

If you attempt to authenticate and you get an error that looks like the one below, please revisit the “Add the email(s) you’ll use the Colab app with into the ‘Test Users'” from Part 3, step 3 in the process above: setting up the consent screen.

Quick tip: The Google Drive account and the GSC Authentication DO NOT have to be the same email, but they do require separate authentications with OAuth.

3. Running the script: Either navigate to “Runtime” > “Restart and Run All” or use the keyboard shortcut CTRL + fn9 to start running the script.

4. Populated datasets/folder structure: There are three CSVs populated by the script – all nested within a folder structure based on the “domain_lookup” input variable.

Automated Organization [Folders]: Each time you rerun the script on a new domain, it will create a new folder structure in order to keep things organized.

Automated Organization [File Naming]: The CSVs include the date of the export appended to the end, so you’ll always know when the process ran as well as the date range for the dataset.

5. Date range for dataset: Inside of the dataset there is a “gsc_datasetID” column generated, which includes the date range of the extraction.

6. Unfamiliar metrics: The resulting dataset has all the KPIs we know and love – e.g. clicks, impressions, average (mean) position — but there are also a few you cannot get directly from the GSC UI:

‘count_instances_gsc’ — the number of instances the query got at least 1 impression during the specified date range. Scenario example: GSC tells you that you were in an average position 6 for a large keyword like “flower delivery” and you only received 20 impressions in a 30-day date range. Doesn’t seem possible that you were really in position 6, right? Well, now you can see that was potentially because you only actually showed up on one day in that 30-day date range (e.g. count_instances_gsc = 1)

Quick tip #1: Large variance in max/min may tell you that your keyword has been fluctuating heavily.

Quick tip #2: These KPIs, in conjunction with the “count_instances_gsc”, can exponentially further your understanding of query performance and opportunity.

Practical use cases and templates

Access the recommended multi-use template.

Beneficial use: Obtain file and use with Excel. Subjectively talking, I consider Excel has a way more person pleasant pivot desk performance compared to Google Sheets — which is essential for utilizing this template.

Various use: For those who wouldn’t have Microsoft Excel otherwise you want a unique software, you should utilize most spreadsheet apps that comprise pivot performance.

For many who go for another spreadsheet software program/app:

Under are the pivot fields to imitate upon setup.

You might have to regulate the Vlookup features discovered on the “Step 3 _ Analysis Final Doc” tab, relying on whether or not your up to date pivot columns align with the present pivot I’ve provided.

Mission instance: Title & H1 re-optimizations (video walkthrough)

Mission description: Find key phrases which are driving clicks and impressions to excessive worth pages and that don’t exist inside the <title> and <h1> tags by reviewing GSC question KPIs vs. present web page parts. Use the ensuing findings to re-optimize each the <title> and <h1> tags for pre-existing pages.

Mission assumptions: This course of assumes that inserting key phrases into each the <title> and <h1> tags is a robust search engine optimization apply for relevancy optimization, and that it’s essential to incorporate associated key phrase variants into these areas (e.g. non-exact match key phrases with matching SERP intent).

Mission instance: On-page textual content refresh/re-optimization

Mission description: Find key phrases which are driving clicks and impressions to editorial items of content material that DO NOT exist inside the first paragraph inside the physique of the primary content material (MC). Carry out an on-page refresh of introductory content material inside editorial pages to incorporate excessive worth key phrase alternatives.

Mission assumptions: This course of assumes that inserting key phrases into the primary a number of sentences of a chunk of content material is a robust search engine optimization apply for relevancy optimization, and that it’s essential to incorporate associated key phrase variants into these areas (e.g. non-exact match key phrases with matching SERP intent).

Last ideas

We hope this put up has been useful and opened you as much as the concept of utilizing Python and Google Colab to supercharge your relevancy optimization technique.

As talked about all through the put up, maintain the next in thoughts:

Github repository shall be up to date with any adjustments we make sooner or later.

There’s the potential of undiscovered errors. If these happen, Inseev is joyful to assist! In actual fact, we’d truly admire you reaching out to analyze and repair errors (if any do seem). This fashion others don’t run into the identical issues.

Apart from the above, when you have any concepts on methods to Colab (pun supposed) on information analytics initiatives, be happy to achieve out with concepts.

Source link

[epackingvietnam]

The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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[bfxenon]

The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[nutrifami]

The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[ductrungnguyen87]

The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[gamebazu]

The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2ZJLIJ4

[kjt-lawyers]

The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[thanhtuandoan89]

The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[drummcarpentry]

The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

Sign Me Up!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[lakelandseo]

The Strategic Value of Structured Data Implementation on SME Websites

Posted by CrystalontheWeb

Structured data is one of the most effective ways to increase the visibility of your website content and increase the sustainability of your SEO as Google implements regular updates to the SERP environment. Over the last five years, many of Google’s most game-changing SERP features have been driven by the use of structured data from across the web. Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other rich snippets all serve content from sites with structured data.

So, when we think about how small and medium-sized enterprises (SMEs) can compete in today's ever-evolving SERP landscape, time and time again, well-implemented structured data is what makes the difference.

In this blog I’ll explain the following:

What is structured data?

Why should SMEs prioritize structured data implementation?

How do you identify which structured data is best for your SEO strategy?

Strategies for adding schema to your site

How to measure and demonstrate the impact of structured data

In my experience, well-implemented structured data is effective for websites of all sizes and in all verticals. For my own clients, schema implementation has enabled growth, improved performance on search and created opportunities to reach new audiences.

For an established national retail brand with a thriving social media following, schema optimisations contributed to a 50% increase in organic conversions within a month. And six months on, the improvements we made to product markup, organisation, and blog schema had helped drive a 230% increase in organic conversion value.

For a local recruitment site, we combined niche targeted schema and sitemap optimization to increase both organic clicks and impressions by over 80% each, within four months.

For an international B2B retailer, improving existing schema formed the basis for marketing strategy that enabled us to grow our tally of ranking keywords by an average of 70% across three countries, increase our revenue by 35% when compared to the previous period, and create new marketing channels, within 6 months.

For a professional services provider, we built E-A-T centric schema optimisations into a blog and were able to improve average ranking position by 30% in 3 months and by 43% within a year.

Though the target markets, objectives and audiences differed in each case, I was able to use schema markup as a strategic underpinning of a wider SEO and marketing strategy. This is because schema has become a fundamental element of scalable SEO.

What is structured data in SEO?

On a website, structured data is a means of defining content with a uniform set of names and values, so that bots and machines can better read, index, understand, and serve the content of your site. While the phrase “structured data” can include elements like open graph for social media, microdata, or indeed any set of data that is organized uniformly (think of your CRM), generally when SEOs talk about structured data, we’re referring to structured data markup in JSON-LD as specified by Schema.org and recommended by Google.

Why is Schema.org structured data so strategically important?

Schema.org has become structured data HQ, because its framework — sets of vocabularies and relationships — was created and is maintained through a cross-platform partnership between Google, Microsoft, Yandex, and other major search engines. They regularly create new schema types and relationships aimed at making the information on the web more easily accessible to users.

Schema.org breaks down content into common vocabulary of predefined @types, which each have predefined properties, and can then be expressed using a common Javascript notation (JSON-LD). Like entries to the Oxford English Dictionary, the team behind Schema.Org are constantly adding new @types and properties in order to keep pace with user needs. At present, there are 778 types, but that number will continue to grow. Each new type brings more clarity, consistency, and ease of access to the information on the web — something that’s brilliant for search engines, and great for your traffic.

What does that mean in practice?

Sometimes when I'm explaining structured data to clients, I describe it as a means of essentially turning your beautiful website into a spreadsheet for robots. They can prioritize and process the critical information about the content of the page without having to understand the layout of your particular Wordpress theme, reams of CSS, or navigate your Joomla configuration.

This means that information a bot has on a page can be more consistent and resilient, even if the content changes day-to-day. So, in the example of a retailer with seasonal specials and campaigns that change the front end home page layout, structured data tells Google the same information about the page in the same way every time:

Why should SMEs prioritize structured data implementation?

Simply put, structured data gives you the chance to jump the queue on the SERP.

When we look at the ways in which Google has enhanced its SERPs over the last few years, what we see consistently is the use of JSON-LD structured data in combination with Google APIs to create new features and new channels for content. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to instructions, recipe cards, knowledge panels, and other monumental changes to the SERP have all been driven or improved by the creation and utilization of structured data frameworks.

Users love these features because they’re multi-media search enhancements, and are impossible to miss as they often take up the entire viewport on mobile:

Left to right: rich results for Google for Jobs, recipes, video

Not a plain blue link in sight.

In many cases, your content cannot be included in these attractive rich snippets without structured data. So, if you literally want to get ahead of the competition, structured data needs to be a component in your SEO strategy.

What are the other advantages of structured data for small businesses?

Along with increased visibility, structured data implementation offers the following advantages for small businesses:

You will likely outpace your local competitors. SMEs are likely to feature within local pack search results with other small businesses. Here, competition for keywords is fierce, but many have yet to incorporate structured data into their sites. This is an opportunity to increase your visibility, gain more market share, and therefore increase conversions.

Schema markup is a fully scalable optimization. While some SEO tasks like content creation can require pages to be optimized one-by-one, Schema markup can be built into the structure of the page. This means that once it’s set up, every new product listing page, for instance, would already have the optimization as you expand the site, whether you stock six products or six thousand. The time this saves is especially significant for small marketing teams.

Schema markup implementation can be carried out as a single project within a few months. This can be a win for clients and SEOs, because in many cases, there is a clear demarcation before and after, followed by solid results which help to build confidence in further SEO activities, give clear ROI and satisfy clients looking for quick wins.

How do you identify which structured data is best for SEO strategy?

With almost 800 types of schema markup available to add to a website, it can be difficult to decide which are the best for your page, but to start, you can introduce or improve some new elements to help you better perform online and complement your existing content or e-commerce SEO strategy.

Does your site pass the schema markup need-to-have checklist?

There are certain sets of schema markup that apply to almost every site, and others — like Product and Job Postings — that are niche critical to effective SEO. As a general rule of thumb, every time I get a new client, I run through the following initial checks:

Do the homepage and about pages have Organisation or Local Business schema?

Do the blogs have schema for Articles or Blog Postings?

Do the team pages have Person schema?

If it’s an e-commerce site, does it have the niche critical Product schema?

If it is a recruiter site, does it have the niche critical Job Postings schema?

If the business is in another niche with dedicated Google SERP features, does it have the necessary markup?

If you answered “no” to any of these questions and the site doesn’t have the appropriate markup, then you should add schema markup to your site.

If the answer to these questions is “yes”, then it’s important to test the quality of the implementation before moving on to the next step. To do this, take a look at Search Console’s Rich Results Report to review pages at scale, or use their Structured Data Testing Tool and Rich Results Test to inspect individual pages. If you see errors, they should be addressed.

How to Find Address Schema Errors

Valid schema markup in Search Console

First, take a look at Search Console’s Rich Results Report to review pages at scale and identify which content is being read as Valid, Valid with Errors or Error.

Valid: If your markup is ‘Valid’, then it is being crawled and indexed correctly. These pages are unlikely to require further action.

Errors: Pages with markup that is identified with an ‘Error’ tend to have incorrect syntax, so you should review the individual page and correct the code as soon as possible. When the changes are complete, use the Validate Fix button, to request reassessment.

Valid with Warning: If your content is showing as ‘Valid a Warning’, then you are likely displaying schema markup with a Missing field. These warnings do not make the page or the markup invalid, but they can make the page less competitive, because the content is less targeted. Review your content to ensure that your schema is reflecting as much of the on page content as possible in order to reduce these errors, and therefore increase the performance of your schema markup.

Schema markup warnings in Search Console

Structured Data Testing Tool and Rich Results Test allow you to troubleshoot improvements to structured data on individual pages. Each of these tools you can enter the URL in question and you will receive itemised information on any errors or warnings.

Warnings on structured data testing tool

Warnings on rich results test

The missing fields highlighted here correspond to properties within the Event schema type. So, to improve this markup, you would look up the definitions of the relevant properties on schema.org and, where applicable, use their example HTML to guide your optimizations.

Property definitions in schema.org

Example "performer" HTML script from schema.org

In this instance, to improve the performance of my schema, I may need to build new performer fields into the CMS, or to work with the dev team to add the content from existing CMS data fields into the schema regex.

In either case you will be making improvements that help you better target and serve users.

Strategies for adding schema to your site

If you need to add schema to your site there are a few options for implementation.

Adding schema to single static pages

For some single pages with largely static content, adding markup types like Local Business, Organization, or a single FAQ page, can be a straightforward process of generating the code and placing it into the HTML of the page. Major CMS platforms like Shopify and Wordpress have plugins to assist with generating the markup for these pages which is easy to implement. Those with custom CMS configurations can use tools like the Schema Markup Generator to generate the JSON-LD, then pass it onto the development team to push it live.

Adding scalable schema for bulk implementation

Bulk schema implementation is almost essential for high volume content creators. This applies to e-commerce shops, but also to those who regularly post standard format content like recipes, blogs, articles, job vacancies, events, training courses, etc.

For these pages, the most effective way to get the most out of the schema on your site is to automate the process by building it into the structure of your site. In most instances, this involves a four phase approach, working in coordination with your developers and clients.

Start with your sitemap. You should have a dynamic XML sitemap that helps Google index pages as they are created, and includes the elements that are listed within the structured data. For an e-commerce site, this means having a sitemap that includes the product listings pages, but also the image sitemap and customer service pages.

Optimize for on-page SEO: Ensure that you have strong on-page SEO with good keyword research, headings, and accurate information. Schema offers increased targeting opportunities, so this will help you to double down on any on-page SEO efforts.

Organize your content. For bulk implementation, you should work with your content, and try to assign a type and property to each standard field for content on your page. Treat it like a formula that can be applied to each page with the same format. If you don’t have fields that correspond with the required properties for your schema type, add them. If you have a bulk of information, try to ensure that you have properties that support the USPs of your content. Then work with your developers to update your template so that the schema generates consistently across the site.

Connect with relevant Google APIs. Once your sitemap is solid, your content is optimised and your markup is in place. check to see if the schema you're using has an API and, if it does, get your site connected to it. Some of the most-used rich results connect directly with dedicated Google APIs, which further integrate with PPC tools to round out your marketing mix.

Examples of Schema Types with Dedicated Google APIs

Lodging schema connects with the Hotel API and can be used with Google Hotels PPC

Job Posting schema connects with the Indexing API to enable inclusion in Google for Jobs

Product schema connects with Content API to enable inclusion in Google Shopping search results and ad listings.

How to measure and demonstrate the impact of schema markup

Measuring Schema Enable Rich Results in Search Console

The impact of schema markup which generates rich results, can be easily monitored and measured in Search Console. Within the Enhancements tab, you can monitor the quality of your implementation and any current or recent errors.

View schema-enabled rich content in the Search Console Enhancements tab

To monitor impressions, rankings, clicks and CTR, visit the Search Appearance tab under Performance. This tab provides historic data that can be compared to earlier configurations of the site.

Visit Performance > Search Appearance tab to see rich result performance

Within Google Analytics, your tracking and monitoring will depend upon your implementation. For instance, google-jobs-apply clicks may show as a separate source from standard search results within Organic. But I’ve also seen Google Shopping clicks show as part of the (other) channel. In either case, annotate your implementation dates to monitor relevant content for changes in clicks, impressions, and conversions.

For many small businesses, Search Console data should be sufficient but there are also tools which can help you drill down further into the data.

In summary

Taking a strategic, integrated approach to structured data implementation helps SMEs to stay competitive in today’s search environment because of its scalability, versatility and measurability. Furthermore, the applicability of schema markup as the underpinning of a cohesive content and advertising strategy, brings much needed efficiencies for SME marketers who want to make the most out of their content.

Want to learn more about technical SEO? Check out the Moz Academy Technical SEO Certification Series, an in-depth training series that hones in on the nuts and bolts of technical SEO.

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