‘Structured data’ snippet data seen in search results . Its added to webpage’s HTML to provide more detailed information about what the content on that page is actually about.
Main Structured Data Vocabularies
| |
Limitations of this audit
| Outcomes of this Audit
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<itemscope itemtype=”#url”> <itemprop=”xyz”> <itemprop=”abc”> <itemprop=”pqr” itemscope itemtype=”#url” > <itemprop=”def”> |
|
<div itemscope itemtype=”http://schema.org/Movie”>
<h1 itemprop=”name”>Avatar</h1>
<div itemprop=”director” itemscope itemtype=”http://schema.org/Person”>
Director: <span itemprop=”name”>James Cameron</span> (born <span itemprop=”birthDate”>August 16, 1954</span>)
</div>
<span itemprop=”genre”>Science fiction</span>
<a href=”../movies/avatar-theatrical-trailer.html” itemprop=”trailer”>Trailer</a>
</div>
Check whether Google is finding this markup, and whether there are any errors being flagged. Correcting errors is the first priority as Google may penalize sites (via either algorithmic quality factors or manual action) which are using markup incorrectly or in a way that looks spammy.
GO TO https://www.google.com/webmasters/tools/structured-data
Check for search results for any schema types which you currently have on the site and, therefore, would expect to be seeing rich snippets for. These include:
Create a project folder in your workspace. All project related files will be put inside google drive inside project folder. Then make sure all files are created inside this and use native google drive documents where possible.
Google Doc Replaces word, Google Sheet replaces Excel etc
This is similar to General Content & Auditing done in SOP – 3.1 Content audit. Check SOP For more Details. Once the content is classified we need to map each content type to the relevant markup from next table.
Content Type | What Kind Of Pages comes under this type of content | What markup to Apply |
Homepage | ||
LandingPages | Lead capture page or any page you send out in a campaign, for eg a page requesting for donations | |
Trust Building Pages | These are pages like About Us Page, Contacts Us Page, Testimonial Page, Terms & Conditions Page, Privacy Policy Page, User reviews/testimonials, Store locations/contact info, Business /company information | |
Archive Pages | Category pages, Tags Pages, Author Pages | |
Editorial content | Blogs, Articles, News, tutorials/how-to content | |
Internal Guest Posts | ||
Stub Content | e.g., “No content is here yet, but if you sign in and leave some user-generated-content, then we’ll have content here for the next guy.” By the way, want our newsletter? Click an AD! | |
Curated Content | Comprised almost entirely of bits and pieces of content that exists elsewhere | |
Sales Pages | Cart, Checkout, Product Page | |
Media & Related Pages | Image, PDF, Videos, Audio Files and related pages | |
Downloads Page | a software application or a giveaway like PDF download | |
http://schema.org/docs/full.html
Markup Types | How to decide if this markup is to be used? |
Action | Can the user complete an action on this page? If so, look in the ‘Action’ list. AchieveAction AssessAction ConsumeAction ControlAction CreateAction FindAction InteractAction MoveAction OrganizeAction PlayAction SearchAction TradeAction TransferAction UpdateAction |
Creative Work | Article Blog Book Clip Comment Conversation Course CreativeWorkSeason CreativeWorkSeries DataCatalog |
Webpage | |
WebPageElemenr | |
Product | A product – This one is fairly self-explanatory but worth noting that ‘Vehicle’ is a specific subtype of ‘Product’, so car dealers etc should use the specific ‘Vehicle’ markup for their product listings. Product, Offer, AggregateOffer |
Event | |
Intangible |
|
Embedded non-text objects | AudioObject, ImageObject, VideoObject |
Organization | An organization – Use the ‘Organization’ list includes a wide variety of types of businesses. Organization markup can be implemented on the homepage, and can help with getting a ‘brand knowledge box’ in the search results. |
Person | A person – use Person type. |
Place | Place, LocalBusiness, Restaurant |
Review | Review, AggregateRating |
https://search.google.com/structured-data/testing-tool/u/0/
https://developers.google.com/search/docs/guides/prototype How to guide?
https://webmaster.yandex.com/tools/microtest/
https://metaforensics.io/setup.php
How to guide https://www.youtube.com/watch?v=WrEJds3QeTw
Implement – Quick way to generate common markup types use Structured Data Highlighter Helper tool
Check – Test if setup correctly with Structured Data Testing Tool and monitor for 2-3 months.
https://www.google.com/webmasters/markup-helper/u/0/
https://hallanalysis.com/json-ld-generator/
https://moz.com/blog/google-glossary
https://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
WordPress – Schema Creator, Yoast, WordLift | Magento – Schema.org Extension, | Joomla – J4Schema, Schema.org |
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