Below is live coverage of the Schema.org, Rel=Author & Meta Tagging Best Practices panel from the SMX West conference. This coverage is provided by Barry Schwartz of RustyBrick & Keri Morgret of Strike Models.
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1:27:57 PM Barry Schwartz: Starting soon.
1:30:31 PM Barry Schwartz: Vanessa Fox kicks it off
First up is Navneet Virk, Director, Optimization, Roundarch Inc.
1:32:55 PM Keri Morgret: Starting with an overview of the semantic web. It's a way to assign meaning to all the data on the web.
1:34:12 PM Keri Morgret: Need for semantic web is helping machines to understand stuff that humans can understand but isn't as easy for machines to figure out. Phone numbers, sizing of clothes, etc.
1:35:19 PM Keri Morgret: Why are we now hearing more about the semantic web since the idea has been around for such a long time?
It's actually been used in academia for a while now. Why now for business?
New technologies like HTML5
Machines that need this for their applications
1:36:10 PM Barry Schwartz: It is important to focus on this stuff now because of HTML5 markup, things like Siri, adoption by Google and others and web developers love it
1:36:13 PM Keri Morgret: Things like Apple Siri can really benefit from schema.
- better understanding web content
- smarter and guided search
- enhanced result listings
Browsers and applications:
- content driven functionality
- browser plugins
Enhanced Data Exchanges
- Partner Feeds
- Library databases and research
Semantic themed apps
- Freebase, tripit, Wolfram|alpha, etc.
1:39:12 PM Keri Morgret: Schema doesn't apply to everyone. You need structured data for it to make sense to use schema.
Three step overview:
1. Identify Structured Data
2. Define Attributes and Ontology
3. Mark-up content
In identifying structured data:
Aggregate and normalized data from various internal and external sources
Assign data confidence and impact values.
Examples: addresses, etc.
1:41:44 PM Keri Morgret: Now doing a case study for Avis.
1:42:30 PM Keri Morgret: This was using rich snippets. Wanted to dominate brand and brand + geography. Minimize cannibalization. Have a quick turnaround in terms of revenue.
1:43:24 PM Keri Morgret: Really interesting picture of their ontology here. Would love to hear more about this, but probably won't in this presentation.
1:44:07 PM Keri Morgret: They had to examine what had data that was structured, what was already ranking. Didn't want to do more work on stuff that they already ranked on.
1:44:40 PM Keri Morgret: Conditional and neighborhoods were two areas they tried for. Conditional would be searches for car rental without credit card.
1:45:12 PM Keri Morgret: They used a lot of geocode data from bing maps API.
1:45:51 PM Keri Morgret: They had awesome results, with significant volume from "no credit card" and "minimum age" keyword segments. Semantic pages outranked existing site pages within two weeks.
1:46:32 PM Keri Morgret: They used a subdomain for these tests.
1:47:25 PM Barry Schwartz: Semantic Markup is no longer about competitive advantage, it is about competitive parity
1:48:06 PM Keri Morgret: Next up is AJ Kohn of Blind Five Year Old.
1:48:37 PM Keri Morgret: He'll be focuses on rel author. His twitter ID is @ajkohn
AJ Kohn, Owner, Blind Five Year Old (@ajkohn)
1:49:36 PM Keri Morgret: 36% to 400% higher CTR studies have shown.
Why should you use rel author?
- Higher CTR
- More Traffic
- More Exposure
- More Fans and Followers
- PErsonal Branding
- Reduce Plagiarism
1:50:28 PM Keri Morgret: History of Rel attribute, developed in early 90s. It's a relationship between two documents/pages.
1:50:59 PM Barry Schwartz: He said lets fast forward 10 years and look at KFN, KHTML Friends Network (forward?)
1:51:12 PM Barry Schwartz: The problem with this is it was confusing
1:53:33 PM Keri Morgret: There are a TON of ways to verify authorship. Can be confusing.
1:54:07 PM Keri Morgret: Some ways: name and email, Google+ badge, ?rel=author parameter, three-link monte.
1:54:34 PM Keri Morgret: The three-link Monte method
1:55:15 PM Keri Morgret: First link is a rel="author" link. He has a rel="author" pointing to his about page.
1:55:44 PM Keri Morgret: Second link: rel="me" link. Use a clean URL for your Google plus link.
1:56:14 PM Keri Morgret: Third link: go to google plus profile, do a rel="contributor-to".
1:56:47 PM Keri Morgret: There's a rich snippets testing tool, AJ has a bookmarklet for it.
1:57:45 PM Barry Schwartz: Sometimes things do not work, rel collision, confusion between rel author and publisher
1:57:57 PM Keri Morgret: AJ's post about it is at http://www.blindfiveyearold.com/rich-snippets-testing-tool-bookmarklet
1:58:40 PM Keri Morgret: Don't freak out about the extracted reach snippet data for the page warnings.
1:59:09 PM Keri Morgret: How long does it take to show up? It varies.
1:59:17 PM Barry Schwartz: There is no way to tell how long it will take to show up
2:00:10 PM Keri Morgret: AJ is now examining the anatomy of this in the SERP.
2:01:01 PM Barry Schwartz: You can only see author stats if you login to the account of that author
2:02:49 PM Barry Schwartz: Now he talks about AgentRank as a reference to how it might influence your rankings. He likes to call it Author Rank
2:03:40 PM Barry Schwartz: Could this be bigger than Panda? He is arguing it might be.
2:04:54 PM Keri Morgret: Dennis G is now up.
2:05:14 PM Keri Morgret: Looking at how to be more creative.
2:06:18 PM Barry Schwartz: Non English languages Google will not show rel author
2:06:39 PM Keri Morgret: he's seeing google.com with rich snippets for author, but not in google.nl and other foreign Google sites. So his Dutch post snippet shows in google.com but not the other google sites.
2:07:52 PM Keri Morgret: The tool for checking the implementation is not always showing the right information. Check everything!
2:08:45 PM Barry Schwartz: He shows my blog post on how people are spamming rich snippets
2:08:46 PM Keri Morgret: There is a lot of spam showing up in rich snippets right now.
2:08:59 PM Barry Schwartz: http://www.seroundtable.com/fake-google-rich-snippets-14492.html
2:09:08 PM Barry Schwartz: He shows some examples of spam
2:09:23 PM Barry Schwartz: It's working but for how long...
2:10:12 PM Barry Schwartz: Some sites take reviews from different sites and fake it
2:10:29 PM Barry Schwartz: Some hide the code
2:11:05 PM Keri Morgret: Aside from spamming, what creative things can you do?
2:11:52 PM Keri Morgret: He's giving an example of Ugly Christmas Sweaters.
2:12:43 PM Keri Morgret: He changed his rich profile picture too often and it was gone for several weeks.
2:12:52 PM Barry Schwartz: He changed his profile picture several times over three weeks and he ended up losing his profile pic for a bit and now it is back
2:13:49 PM Keri Morgret: Dennis gives a plug for Vanessa's book and mentions her website didn't have a rich snippet.
2:14:18 PM Keri Morgret: She just implemented it, too early to get any good data from it.
2:15:20 PM Keri Morgret: Not nearly enough book publishers are using rich snippets.
Q&A Time -- FYI, next sessions an hour and 15.
Building Buzz On Facebook: Getting Liked & Shared by Barry Schwartz
Making Data From Google Webmaster Central & Bing Webmaster Tools Actionable by Avi Wilensky
2:17:46 PM Keri Morgret: And if that session isn't of interest, come see me speak on negative keyword research at 3:30. :)
2:20:51 PM Keri Morgret: For companies, use rel publisher and connect that to your brand page.
2:23:59 PM Keri Morgret: Make sure your profile picture on G+ passes a safe search feature in order to show up.
2:27:39 PM Keri Morgret: AJ: Google is an omnivore when it comes to data. They're taking it in a lot of formats. People still trying to figure out what format(s) to use. For small sites, use what you can implement. Larger sites, go for schema.org
2:32:19 PM Keri Morgret: No co-authorship right now.
2:33:38 PM Keri Morgret: Can you implement a rel author on a press release? Panel isn't immediately sure, but doesn't think so.
2:35:04 PM Keri Morgret: Rel author on Flickr. People haven't tried it yet.
2:36:43 PM Barry Schwartz: My question was on do pretty people have higher CTR with rel author, see http://www.seroundtable.com/google-authorship-image-optimization-14697.html
2:43:33 PM Keri Morgret: It's the last question, winding this up.