Better findability with Schema

Ana Gasston SEO Manager at WBS

@anagasston

Google SERP

Structured snippets

Knowledge Graph

Breadcrumbs

Sitelinks Search Box

Product Listing Ads

Rich Snippets

36% of search results show rich snippets

searchmetrics.com/news-and-events/schema-org-in-google-search-results/

Schema types

Review

Product

Recipe

Schema types

Event

Video

Article

Schema types

Software Application

schema.org

Schema languages

• Microformats • RDFa • JSON-LD • Microdata

How to use Schema

<div> <h2>Wolf Hall</h2> <h3>by <a href="/author/hilary-mantel.html">Hilary Mantel</a></h3> <p>4 stars - 78,000 ratings</p> <p>Publisher: HarperCollins Publishers Ltd - Jan 1, 2009</p>

</div>

Microdata<div itemscope itemtype="http://schema.org/Book"> <h2 itemprop="name">Wolf Hall</h2> <h3>by <a itemprop="author" href="/author/hilary-mantel.html">Hilary Mantel</a></h3> <p itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"> <meta itemprop="bestRating" content="5" /> <span itemprop="ratingValue">4</span> stars - <span itemprop="ratingCount">78,389</span> ratings</p>

<p>Publisher: <span itemprop="publisher">HarperCollins Publishers Ltd</span> - <time itemprop="datePublished" datetime="2009-01-01">Jan 1, 2009</time></p>

</div>

JSON-LD<script type="application/ld+json"> { "@context" : "http://schema.org", "@type" : "Book", "name" : "Wolf Hall", "author" : { "@type" : “Person", "name" : "Hilary Mantel" }, "datePublished" : “2009-01-01", "publisher" : { "@type" : "Organization", "name" : "HarperCollins Publishers Ltd" }, "aggregateRating" : { "@type" : "AggregateRating", "ratingValue" : "4", "ratingCount" : "78,000" } } </script>

Structured Data Testing Tool

google.com/webmasters/tools/richsnippets

Structured Data Markup Helper

google.com/webmasters/markup-helper/

Data highlighter

google.com/webmasters/tools/data-highlighter

New Testing Tool

developers.google.com/webmasters/structured-data/testing-tool/

0.3% of over 50m domains analysed use Schema

searchmetrics.com/news-and-events/schema-org-in-google-search-results/

Examples of websites that use structured markup

getschema.org/index.php/List_of_websites_using_Schema.org

Thank youAna Gasston

@anagasston