Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

E-commerce Link : Highlighting Your Way to the Top

How to rank in more Google searches using structured data markup

February 2014 By Kristina Zaremba
Get the Flash Player to see this rotator.
 

Structured Data in Mobile
Structured data may become more important as mobile search continues to grow. According to Mobile Marketer, mobile search will generate 27.8 billion more queries than desktop search by 2016. Google recently updated its algorithm to better process conversational queries, or searches posed as a question, due to the popularity of voice search among mobile users.

In some cases, according to Mobile Commerce Daily, mobile searchers may be closer to converting than desktop searchers. Researchers found mobile searches about restaurants had a 90 percent conversion rate; 64 percent converted within the hour. Applying structured data to pages may help search engines provide better results for mobile searchers' queries, especially those related to locations.

Coming Together in the Name of Search
Bing, Yahoo and other search engines use structured data to inform their search results, as well; which is why these normally competitive search engines decided to work together to create universal structured data tags. The result was Schema.org, a wiki of all of the structured data tags and content types currently recognized by the major search engines.

Search experts have been using the Schema.org markup to add structured data and craft rich snippets for several years. Brands can add Schema.org markup to their product details, brick-and-mortar locations, blogs/news, recipes, mobile or Web apps, events, or user-generated content pages.

But Schema.org markup must be hardcoded into pages manually. While many free online tools can partially automate the process for some content types, adding Schema.org markup to your site may seem like a time-consuming and confusing task.

Enter the Highlighter
Now, implementing structured data is easier than ever thanks to Google's Webmaster Tools Data Highlighter. To enable webmasters to easily and quickly implement structured data on their sites, Google has introduced the Data Highlighter as a free WYSIWYG tool designed to add markup to pages about products, articles, business and restaurant locations, events, movies or TV episodes, book reviews, apps and more.

To begin using Data Highlighter, log in to or set up your site in Google Webmaster Tools. Expand the "Search Appearance" drop-down menu in the left-hand navigation, then click on "Data Highlighter."

On this page, you can watch a video about the Highlighter or skip right to the tool. Enter the URL of the page or set of pages you want to add markup to. (Pro-tip: the page(s) must be in Google's index to be eligible. If they're not, try uploading an XML sitemap and make sure it includes the non-indexed URLs.)

The page will render in Webmaster Tools, so you can easily highlight the important content fields with your cursor, then label them appropriately with tags such as Name (or Title), Date, Description, Price, Image, Address and more. Within minutes, the markup will be ready to preview.

If you've selected to mark up a set of pages, the Data Highlighter will automatically generate a preview of markup for the remaining pages in the set and ask for corrections. This method allows you to mark up an entire set of similar pages in a matter of minutes. While this may be a lot easier and faster than hardcoding HTML, keep in mind that information marked up using the Data Highlighter will only appear in Google searches, not Bing or Yahoo ones (Hardcoding Schema.org markup is the only option that works with all three search engines at the moment).

Once completed, you can review and manage the appearance of your structured data pages for Google in Webmaster Tools. Structured data pages will begin appearing in Google searches with rich snippets almost immediately.

Kristina Zaremba is an SEO specialist at Chicago-based interactive agency Designkitchen. She also is a colleague of regular E-commerce columnist Cristin Siegel. Reach her at Kristina.Zaremba@designkitchen.com.


 

Companies Mentioned:

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

SPONSORED CONTENT

MORE ON SEARCH >>

FROM THE BOOKSTORE

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:  online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more How to Write Successful Fundraising Appeals, 3rd Edition

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:
online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more...

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: