Events

SEJ at SES San Francisco: SCHEMA: The Silver Bullet Session Recap #SESSF

ses2013schema 637x300 SEJ at SES San Francisco: SCHEMA: The Silver Bullet Session Recap #SESSF

The second Owned track session of the day was SCHEMA: The Silver Bulletwith Daniel Schulman, Director of Search Marketing, Donordigital and Kent Yunk, VP of SEO, 3 Q Digital presenting. Moderator Anne Kennedy opened the session with an interesting tidbit, telling us that Duane Forrester, head of Webmaster Tools at Bing, stated that one crawl costs Bing $0.01 to do. This is part of the reason why search engines like Google and Bing worked together to develop SCHEMA, to help webmasters identify proper information to make crawling an easier process.

Authorship

Schulman gave an introduction to Google Authorship, stating that metadata title and description snippets are still crucial, as these are a searcher’s first impression when your site appears in search results.

Schulman emphasized that authorship photos are crucial toward a higher CTR on SERPs. For authorship photos,  he recommends a close crop, with the subject not looking away from the camera. A well-defined face and plain background also makes the photo easier to process.

In-Depth Article Snippets

Schulman also discussed the new in-depth article snippets, which Google just released a few weeks ago. He stated that these results has a larger photo than authorship results, but these snippets show at the bottom of the page and only show for really general terms (e.g. London, rainforest).

More information can be found at schema.org/article.

Metadata Repository

Yunk spoke about the benefits of creating a metadata repository, which is a word or excel document that stores all of my meta data code formats and extensions.  It should be generic, integrated, current, and historical. Yunk stated that the benefits of building a metadata repository for your company or clients include:

  • Reduce [in] errors
  • Process improvement and simplification
  • Provide platform for content iteration
  • Improved workflow

Main Session Takeaways

  • Add as much schema as possible, but Google determines what to display.
  • Schema.org is open toward possible rich snippet category suggestions.
524312 890979679367 1444089661 n+%25281%2529 SEJ at SES San Francisco: SCHEMA: The Silver Bullet Session Recap #SESSF
When she's not editing and scheduling posts or working with writers to make SEJ better, Kelsey Jones helps clients around the world grow their social media, content, and search marketing presence under her agency, MoxieDot. She has been working in digital marketing since 2007 and journalism since 2004.Kelsey enjoys writing and consuming all kinds of content, both in digital and tattered paperback form.
524312 890979679367 1444089661 n+%25281%2529 SEJ at SES San Francisco: SCHEMA: The Silver Bullet Session Recap #SESSF
524312 890979679367 1444089661 n+%25281%2529 SEJ at SES San Francisco: SCHEMA: The Silver Bullet Session Recap #SESSF

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