Google Structured Data Update and Increased Support



Google Structured Data Update in Search ConsoleGoogle Structured Data Update in the Search Console

Structured Data Markup Paints a Picture of Your Website’s Content. This structured data update is not just for search engines. If done correctly, your business will gain the benefits of optimized and more attractive search results and increase your click through rate. Structured snippets are meant to help provide better data for users.

Google’s John Mueller has made several references to the possibility that the search engine giant may add structured data markup as a ranking factor. Today, we know that Google is planning to add more rich snippet formats to the current list of supported formats. They are also hoping to soon improve the speed with which bots detect and show new rich snippets markup. On September 11, 2015, he stated, “over time, I think it [structured markup] is something that might go into the rankings as well”.

The best place to start is to identify the closest fit for your business’s industry-specific schema. This offers more visibility for relevant search queries that match your key services and products.

Google Increases Structured Data Support

Yesterday, Friday January 29, Mueller reaffirmed Google’s intent to work more with structured data, saying: “it is very useful for us to understand the content better. It is kind of the nature to make sure we don’t misunderstand it wrong. So from that point of view, I think it is useful. The other aspect of course is, the more sites use structured data, the more we can use it and highlight it more in the search results.” In Friday’s, January 15, 2016 Google Webmaster hangout, his remarks indicated that it is more important to implement schema markup on your website, as this is becoming more important to Google.

Clearly, Google is planning to make structured data even bigger in 2016. We already see that in place. We can help you check if your structured data markup utilizes the latest code in your next full website audit.

test Structured Data Update Paints a Better Picture of Content for Google Bot

oogle offers methods to win in both earned search and an integrated set of tools and services to best manage paid marketing. Managing and growing on-line relationships are critical to improving your presence on-line. Previously, we wondered whether or not structured snippets create an invaluable impact; today we have evidence that it does. As an early adopter of structured data, as of January 11, structured data updates found in client’s Google Search Console confirmed that previous errors have been corrected.

Because search optimization makes up the leading difference in which small business owners succeed, is very rewarding to offer structured data implementation services. Understandably, most business owners center their focus on running their business and find it too vast of a time commitment to understanding how to market on Google and keep up with trends. Your goal is to come up more often in search, look better, rank better in the SERPs, and accrue better online leads. Schema markup will help you. As well, note the recent Google Structured Data Update posted online as of January 13, 2016.

When seeking a trusted Google Small Business digital marketing adviser, I would like to be that consultant.

What Structured Snippets Are and Look LikeStructured snippet example

Schema markup is a microdata set that produced through the collaborative effort between the major search providers like Google, Yahoo, Bing, and Yandex. The goal was to construct a set of code snippets that permits web developers and site owners to identify specific data types. This information is then parsed by search engines and is useful to provide improved relevancy in search results. Using data gleaned from indexing and user experience, they can take that information and present it as a separate section within the search results, typically located on the right-hand side of the page.

Structured data for a business typically includes office branches, founders, and social media platforms; while snippets for products carry information about weight, size, color, etc. Not all Google pack results will show structured data. It’s usually only the first one to four that will contain a structured snippet. Given complex algorithms updates, it’s also possible that the second or the third search result is granted this extra information instead of the first one.

Yesterday, January 28, John Mueller explained on Twitter after being questions about the new search guidelines changes, “Invalid HTML causes more problems now than years ago: structured data and mobile come to mind… but for the most part, we just wanted to rephrase it in a .. correct way :).” This underscores the core intent behind structure data, the ability to for search engines to correctly interpret web content. By more extensively adding properly formatted structured data markup to content, businesses can go a long way toward achieving this.

Google RankBrain Algorithm Uses Structured Data

Google announced their new machine-learning system identified as RankBrain in 2015. To better accomplish their task of supplying billions of free searches each day, this technology helps robot crawlers better match the intent of searches to site content. Google says that it has been particularly helpful if the search engine finds a query that is new. Sites with structured Schema Metadata have quickly been rewarded as the search engine giant claims that it is the third most significant ranking signal in their algorithm.

This week we see that structured data is an even greater significant factor in 2016. As Google and similar search engines further incorporate machine learning into their algorithms, they are developing a more intuitive algorithm to assess what searchers are looking for and maximize their user experience by displaying the best possible sites.

Brands should ensure that their structured data markup is used throughout their website consistently. By consistent use of keywords in summary and description rich snippet tags, the Google bot finds it easier to match search queries to relevant content.

Implementing Structured Meta Data for Earned SEO

On a technical side, SEO experts find increased demand to flow with this development in how Google handles on-line content. Digital brands must focus on structured data to compete on-line in today’s world. Structured data markup, like that found on schema.org, helps websites communicate with search engines by offering descriptive text that indicates what a web page is about rather than hoping that the search engines can interpret it. Readable text boosts chances for SERP (search engine results pages) results that display your website with increased accuracy.

If your website has missing or inaccurate structured data markup, in the past, it may get by without negative consequences in SERP results or with a minimal impact on your brand’s performance. Going forward, search engines are reading more intelligently, and failure to employ correct and current structured data best practices impacts a website’s success.

Semantic Search Marketing Strategies

Provide as much structured data as available for every key web page you have. It is easy to notice e-commerce sites that get yellow stars, prices, or thumbnails that are visible in Google Local Pack Results or Knowledge Graph. That’s the power of structured data at work.

Since structured data is simply a means of tagging the content on your web pages so that search engines can easily understand what they are about. These data elements can be anything from video, pricing, reviews, product and service descriptions, as well as making the subject available to breadcrumbs.

So what exactly does structured data look like in search engine listings? Structured data is the “bonus” information that viewers see next to a website and Meta description. While it is still unclear if or to what extent Google uses structured data for ranking purposes today, B2B marketers should already comprehend the impact this markup may have in organic search visibility and chances to improve click thru rates.

Companies and individuals should familiarize themselves with how to customize their own data in the ‘Google Knowledge Graph’ through structured data mark-up.

How Rich Snippets Show up in SERPs

Google structured snippet example that shows up in SERPsHere is a visual example of the personalization of data when using the latest Google structured data.

Search is becoming savvier by refocusing on intent and becoming more of an interface that interacts with structured data; your business can takes advantage of its various new functionality and opportunities. Ultimately, search will more accurately predict the searcher’s needs and offer more amazing results in SERPs.

The skill that developers must use to build results that achieve this goal starts with the marriage of structured data and mobile applications. Radical steps forward have progressed. We are covering here some of the methods that SEOs can currently use to integrate structured data information into websites and beyond – into mobile and the Google Knowledge Graph.

Google Now Cards

Individuals and businesses can also implement structured data mark up to personalize Google Now cards. Google can read your Gmail, especially powerful is Google for Work; from that material Google may recognize that you have a flight reservation and for which date and time. Google can then product related results when you’re using a search box.


6 Ways to Customize Your Google Knowledge Graph with Structured Data

Currently, you can customize the following types of Google structured data to better introduce your website in the Knowledge Graph:

1. Your Logo

2. Company Contact Numbers

3. Social Profile Links

4. Events

5. Movie Reviews

6. Watch a movie or TV show >

3 Primary Ways to Use Structured Schema Markup

Here are the three that I find most businesses start with:

1. Product reviews

2. Local business pages

3. Website news articles

The Google Knowledge Graph is the search giant’s tactic of categorizing and displaying information on recognized entities. Examples are people, places, events, and organizations. In this section on your screen, Google merges information from multiple data sources such as websites, Wikipedia, social networks, and probably much more than we are aware of. If Google trusts you as the authority on specific content, Google can use the structured data on your website as factual and display it through the Knowledge Graph.

Using Dynamic Structured Snippets in AdWords

In Google AdWords, Marketers are offered dynamic structured snippets, which some advertisers utilize to automate more and more. If managing massive campaigns, automation with dynamic structured snippets lightens management time; however, I prefer the granular ability to customize as we see fit. In 2015, Google gave us more structured data options in our ads. We anticipate the use of structured data snippets to grow and permit more relevant messaging to make AdWords even better.

Testing Structured Data with Google Tools

Google offers two key tools for integrating structured data markup into your website’s content, as do the other search engines. However, some of these code updates are complex and will probably require the assistance of an SEO / SEM expert and your developers. Based on the benefits of structured data markup language, it is a worthwhile investment that helps search engines and viewers consume your web content more easily.

When using structured data, brands should take advantage of the Google Search Console (formerly known as Google Webmaster Tools), which offers assistance to ensure structured markup is correct. (1) Google’s Structured Data Testing Tool makes it a simpler task for brands to test and determine if they have added the code accurately. (2) Additionally, use the Google Structured Data Markup Helper tool.

Digital branding requires structured markup that highlights optimized web content consistently — particularly for highly sought after content, such as reviews and video on your website. Structured data markup will increase your chances that rich snippets appear whenever viable in search results. To help a page display more rich snippets, add structured data, such as product information, organization, reviews, events, and software applications. Be sure to use technically correct markup to indicate your content for better changes that search engines will trust your site.

If you have been waiting for a clearly prompt, it is time to implement organization schema markup on your website. The schema.org vocabulary and JSON-LD markup format are an open standard available to anyone for embedding structured data in web pages.

Search Console Warning: Incorrect Structured Data Might Remove Rich Snippets

Notice may be sent to your site’s Webmaster, saying something like this: “Google has detected structured markup on some of your pages that we believe violates our structured data guidelines. Because incorrect information lowers the quality of search results for users, rich snippets will not appear in Google Search results for pages with incorrect structured data markup. We suggest you update the incorrect structured data and file a reconsideration request once you have fixed your site. After we determine that you have complied with our guidelines, we will remove this manual action.”

When testing vocabularies and structured data schemas, it is important to note error messages from validators and know that it may be related to usage requirements. As schema markup continues to expand, validation errors pertaining to some required fields or required properties have exact requirements. Implementing structured data means watching for updates and building a report of trust with the search engines that your website’s code is clean and correct.

Information from structured data markup provides insight into what factors of a web page you deem important. The Google Search Console lets you see how which pages Google views as quality, those in question, and where it finds errors. Fix these errors as quickly as possible to eliminate a risk that incorrect use of rich snippet code blocks the rest of your on-page markup from being read.

When using NewsArticle structured data, the publisher’s logo is required. One example of a strict guideline to note is that Google specifies a logo’s maximum height. It states, “Logos should be no wider than 600px, and no taller than 60px.” I received an error because my logo was 480 by 65 until I corrected the image size. If you are tempted to do a quick fix, pay attention to additional guideline for Google developers, “Always retain the original aspect ratio of the logo when resizing”.

While Google offers a validator for both JSON-LD and microdata, the preference seems to be implements structured data via the JSON-LD method. Regardless of the method you choose, it provides properties for each entity and specific error messages for invalid input.

Insights on Structured Data and Rich Snippets

Some of my favorite structured data updates explained by John Mueller during English Google Webmaster Central office-hours hangouts are:

– They do mark up the last node of breadcrumbs. It is not something that should affect search ranking.

– We try to use structured data as a way to understand more about this page. It leads to more visible search results and a nicer looking snippet. When sites go off and implement structured data, it makes it easier to understand the context.

– Structured data instructs Google how you prefer to show your content.

– Check out NewsArticle markup in particular.

– Double check to see that it is implemented in a way that is compliant with our policy.

– We recognize it fairly quickly, so usually within one or two crawls, depending on the type of (schema) markup. The aspect of it being shown in search results is separate from that. Like is it used in the right way. It kinda depends more on the site itself. Make sure it is a high-quality website.

– Marked-up structured data may not be displayed if the Google bot doesn’t believe that it is representative of the main content of the page or is potentially misleading.

– Plan to display structured data rich snippets for both search engines and the reader; Google will not show content from hidden div’s in Rich Snippets.

PageRank and Structured Data

PageRank is much more about a clean site. You want to send a message that your have clean code and can be trusted for content that is high quality. Page rank is interpreted much differently. Additionally, on-page keywords ranking is now more contextual structured data is on the threshold of changing the landscape of the SEO game.

Stay current on Google’s guidelines for rich snippets, as they have been substantially expanded just as Accelerated Mobile Pages (AMP) debut. A more detailed examination of structured data updates provides us, I think, with better insights on the direction Google is taking in their display, distribution, and earned search of articles moving forward. It very much substantiates our proposition that these changes are important to embrace for an on-line competitive edge. WordPress is also onboard with structured data updates and announced that it’s developing a plugin for the AMP standard to help WordPress users.

Applications requiring access to the structured data underlying Web pages had to build custom extractors to convert plain HTML into structured data markup. These efforts were often laborious, and the scrapers were fragile and error prone, breaking every time a site changed its layout. Recent proliferation of digital communication devices with widely varying form factors has dramatically increased the number of challenges websites have.

Web experts shouldn’t assume that using structured data markup will make your site jump up in rankings automatically. His statement was, Google will “try to distinguish between a site that is done technically well and a site that actually has good content.” Google’s John Mueller dropped a hint during the September 11, 2015, Google+ Hangout at the 21:40 mark that Google may, in the future, use structured markup in their ranking algorithm.

Examples of 3 Basic Applications For Structured Data

In order for Google to find and render rich snippets on Google, a website must be properly marked up with correct structured data types. Below are three examples of properties that offer code that your web developer can customize to fit your content. Find more examples at schema.org.


REVIEW


Microdata

<div itemscope itemtype=”http://schema.org/Review”>
<div itemprop=”itemReviewed” itemscope itemtype=”http://schema.org/Restaurant”>
<span itemprop=”name”>The Oceanaire Seafood Room</span>
</div>
<span itemprop=”reviewRating” itemscope itemtype=”http://schema.org/Rating”>
<span itemprop=”ratingValue”>4</span>
</span> stars –
<b>”<span itemprop=”name”>My favorite seafood restrauant.</span>” </b>
<span itemprop=”author” itemscope itemtype=”http://schema.org/Person”>
<span itemprop=”name”>Jeannie Hill</span>
</span>
<span itemprop=”reviewBody”>The seafood is super frest and grilled to perfection.</span>
<div itemprop=”publisher” itemscope itemtype=”http://schema.org/Organization”>
<meta itemprop=”name” content=”Hill Web Marketing”>
</div>
</div>

RDFA

<div vocab=”http://schema.org/” typeof=”Review”>
<div property=”itemReviewed” typeof=”Restaurant”>
<span property=”name”>The Oceanaire Seafood Room</span>
</div>
<span property=”reviewRating” typeof=”http://schema.org/Rating”>
<span property=”ratingValue”>4</span>
</span> stars –
<b>”<span property=”name”>A good seafood place.</span>” </b>
<span property=”author” typeof=”http://schema.org/Person”>
<span property=”name”>Jeannie Hill</span>
</span>
<span property=”reviewBody”>The seafood is super frest and grilled to perfection.</span>
<div property=”publisher” typeof=”Organization”>
<meta property=”name” content=”Hill Web Marketing”>
</div>
</div>


EVENT


JSON-LD

NOTE: currently Google only has this format listed for developers as a way to successfully add this structured data property in the JSON-LD format. As we find, test, and personally achieve correct results in MICRODATA and/or RDFA, we will add it here.

 

<script type=”application/ld+json”>
{
“@context”: “http://schema.org”,
“@type”: “Event”,
“name”: “MNSearch Summit 2016”,
“startDate” : “2013-09-14T21:30”,
“url” : “http://www.mnsearch.org/summit/”,
“location” : {
“@type” : “Place”,
“sameAs” : “http://www.hi-dive.com”,
“name” : “The Hi-Dive”,
“address” : “7 S. Broadway, Denver, CO 80209”
}
}
</script>

Schema.org/Event offers this for MICRODATA

<div itemscope itemtype=”http://schema.org/Event”>
<a itemprop=”url” href=”nba-miami-philidelphia-game3.html”>
NBA Eastern Conference First Round Playoff Tickets:
<span itemprop=”name”> Miami Heat at Philadelphia 76ers – Game 3 (Home Game 1) </span>
</a>
<meta itemprop=”startDate” content=”2016-04-21T20:00″>
Thu, 04/21/16
8:00 p.m.
<div itemprop=”location” itemscope itemtype=”http://schema.org/Place”>
<a itemprop=”url” href=”wells-fargo-center.html”>
Wells Fargo Center
</a>
<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<span itemprop=”addressLocality”>Philadelphia</span>,
<span itemprop=”addressRegion”>PA</span>
</div>
</div>
<div itemprop=”offers” itemscope itemtype=”http://schema.org/AggregateOffer”>
Priced from: <span itemprop=”lowPrice”>$35</span>
<span itemprop=”offerCount”>1938</span> tickets left
</div>
</div>


VIDEO


JSON-LD

<script type=”application/ld+json”>
{
“@context”: “http://schema.org”,
“@type”: “VideoObject”,
“name”: “Video About Structured Data”,
“description”: “Video About Structured Data”,
“thumbnailUrl”: “thumbnail.jpg”,
“uploadDate”: “2016-01-05T08:00:00+03:00”,
“duration”: “PT1M33S”,
“contentUrl”: “http://www.example.com/structured-data-video.flv”,
“embedUrl”: “http://www.example.com/videoplayer.swf?video=structured-data-video.flv”,
“interactionCount”: “2347”
}
</script>

MICRODATA

<div itemscope itemtype=”http://schema.org/VideoObject”>
<span itemprop=”name”>Video About Structured Data</span>
<span itemprop=”description”>How to Use Structured Data On Your Website</span>
<img itemprop=”thumbnailUrl” src=”structured-data-thumbnail1.jpg” alt=”thumbnail text”/>
<meta itemprop=”uploadDate” content=”2016-01-05T08:00:00+03:00″/>
<meta itemprop=”duration” content=”PT1M33S” />
<link itemprop=”contentUrl” href=”https://www.example.com/structured-data-video.flv” />
<link itemprop=”embedUrl” href=”http://www.example.com/videoplayer.swf?video=structured-data-video.flv” />
<meta itemprop=”interactionCount” content=”1234″ />
</div>

 

This class contains derivatives of IPTC rNews properties. rNews is a data model of publishing metadata with serializations currently available for RDFa as well as HTML5 Microdata. Developers can find additional details about the IPTC and rNews on the rnews.org website.

 

 

 

 

 

Ecommerce Sites Benefit from Using Microdata for Google Shopping

When it comes to eCommerce, you must handle your code with Google’s product-specific guidelines and policies.

The reason to use a product rich snippet is to offer potential buyers with information about a specific product. The information might include: the cost of the product, availability, reviewer ratings and accompanying comments. Google provides the following three guidelines when using product snippets:

1. Product markup should be used for a specific product, not a category of products or a list of products. For example, “shoes in our shop” is not a specific product. See also our structured data policies for multiple entities on the same page.

2. Adult-related products are not supported.

3. If the product has been reviewed by a single reviewer, the reviewer’s name needs to be a valid name for a Person (e.g. “James Smith”) or Team/Organization (e.g. “CNET Reviewers”). For example, “50% off on Black Friday” is not a valid name.

Video Schema Structured Data how to add Video Schema Structured Data to your website

A site with embedded or hosted video content can make this from of content easy for GoogleBot to identify when VideoObject schema is added. While Google predominantly presents video rich snippets for YouTube videos, cases have been reported where video rich snippets showed up for other video formats from web pages in Google Video Search. With a few correct properties added that include additional required information, video content can be more readily interpreted and enhanced in search results with a visual thumbnail image.

Google encourages webmasters to “Add schema.org markup directly to the HTML of your video page. The markup will not be visible to users and will not affect how your page looks. When Google crawls your page, we’ll use this information to index your video.”

Schema Rating Markup Used for Products

The Rating schema is intended for e-commerce sites to help prospective buyers learn how satisfied previous individuals who made the same purchase were. With modification, it can be used for your local business site, such as a car repair service or pup. When a product has gained numerous ratings that have been aggregated together to come up with an overall summary rating, make use of the AggregateRating schema. By default, Google attributes that you are using a five-point scale, with 1 being terrible and 5 being excellent. If you use something besides the standard 1–5 scale, indicate the highest possible rating with the “bestRating” property. These structured data markups are what is behind the highly sought-after gold star rating rich snippets in SERPs.

Enlist the Services of a Google Structured Data Specialist and SEO Consultant

In the end, using structured data correctly may give you a new on-line marketing advantage, a stronger keyword profile, improved organic search results, and more competitive confidence. You can span gaps between keyword rankings and organic traffic and where you want to be. As the use of structured web data evolves, you need an SEO expert who is trained, proven, and has the discipline to remain current in best practices.

As marketing and digital competitiveness become more multifaceted, most businesses need a specialist to manage their structured data and SEO. By doing so, your time as a business owner is better spent growing your business rather than trying to decipher methods to implement structured data on your website. The search consultant who understands how this affects your SEO efforts will guide you in creating a winning strategy to stay highly competitive as changes to Google’s algorithms come about.

Google’s improved machine-learning capabilities through updated structured data can tell whether a page has sufficient information to satisfy the searcher’s query. Though too many competing structured data elements could lower your traffic potential, there’s the opportunity to significantly increase your web traffic—if you can get your content into one or more relevant structured data properties.

You need an SEO Consultant who has enough experience working with code to be able to guide you in your site’s application of structured data and rich snippets.

Google Developer Guidelines for structure Data

To be more intuitive and increased use of structured data, we anticipate more properties will be added and new updates to the Developer Guidelines for adding Google’s structured data markup on your website. The examples offered here fit the latest update we found. You will find that Google notes this on the bottom of the page: “Last updated January 13, 2016”. So if you keep an eye on this, you will know if you need to update your website’s structured data code. If you want the advantages of better rankings in SERP’s, comply whenever you can with structured data best practices.

Look under the “Additional Information” section for each property. Examples of what we find today:

– “Product markup should be used for a specific product, not a category of products or a list of products.”

– “Your product snippet may not display if the priceValidUntil property indicates a past date.”

– “Since Event rich snippets are not meant for advertising purposes, your event name should not contain any promotional elements such as the price of the event…”

 

“Websites that use schema markup will rank better in the SERP’s than companies without markup. One study determined that websites with markup rank an average of four positions higher in the SERP’s than those without schema markup.” – Neil Patel

“There are millions of websites missing out on a huge source of SEO potential. If you use schema markup, you’ll automatically have a leg up on the vast majority of your competition.” – Kiss Metrics

“Improving search. We don’t name all updates (structured data). Some of them end up being noticed by external search trackers, some don’t.” – John Mueller shared publicly, Jan 11, 2016

Google Structured Data Updates and Rich Snippets Services

Using schema structured data markup embedded in your business website is more important in the coming year. Additionally, by adding structured data to your Google Knowledge panel, you can prominently display your customer service phone number and other key details. We offer guidance to rendered rich snippets with just the right amount of simplification without drifting into inaccuracy.

As SEO/SEM strategists, we dive into the detail work of creating structured data that indexes your web content, helps users find it, and gets you found by Google and the other top search engines.

Adhering to structured data updates produces rich snippets that offer “rich answers”. For the search engines, it’s about answering searchers’ intent more accurately. For you, it’s also about having your business site become THE answer to more search queries that are about YOUR products with increasing frequency. Whoever shows up at the top of search engine results pages (SERPs), generally wins the click to their web content.

Stay tuned on social networks. We will be providing compelling new ways to use structured data on your website and beyond. Earned search is evolving in many exciting ways. More details coming on how to track the effectiveness of structured markup after implementation. We are an unrelenting force behind innovative marketing campaigns and strategies for our clients.

If you would like to know more about my achievements in structured data implementation, let’s talk further about your option to enlist our Optimization Services for Lead Generation

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