Businesses are always keen to know how much their competitors are spending, especially on PPC campaigns. Polly Pospelova looks at a few research options. Moderator: Sean Carlos, President, Antezeta (@seancarlos)
Speakers:
- Ruth Burr, Marketing Lead e Head of SEO, Moz(@ruthburr)
- Bastian Grimm, Founder e partner, Grimm Digital (@basgr)
- Marcus Tober, Founder, Searchmetrics (@marcustober)
How to get markup to work on the Moz Site – Ruth Burr – Moz.com
When Ruth was hired at Moz – the authorship was not working
- Mistake 1 Google + button overriding author markup – repaired
- Suddenly Google changed the author markup – stcted data testing tool looked fine in the validator it was not working in the SERPS so Moz started testing
Testing Authorship
- Link directly to the bio-line/ G+ page – no change
- Using Authors real names – started working but wrong authors on posts
What happened? The by XYZ confused Google so removed the ‘by’ to ‘edited’ and authorship is fixed
- You can’t trust the validator tool
- Adding nicknames in G+ works ‘sometimes
- Remove anything that says ‘by (name)
- Use a first and last name to link from author page to profile page AND from profile page to G+
Rich Snippets: Beyond CTR – Bastian Grimm – Grimm Digital
The web is evolving and so is markup – Bastian takes us through Rich Snippets and beyond.
Why is proper HTML important?
- Provide your meaning proper HTML – semantic HTML is meant to describe content
- Increase maintainability – do content in Html use CSS
- Semantic HTML is Quality – browsers don’t care – other systems do
- HTML has limits
- CTR is influenced by more than one position
- SERP CTR studies are almost over
The presentation contained lots of examples of markup in Italian listings (see below) – but Bastian left us with a list of handy tools.
- Structured data testing toolols
- GWT – Google Data Highlighter
- Structured Data Tab
- MicroData Generator
- Schema Creator – Raven
- All in one Schema
Authorship & Italian Markets – Marcus Tober – SearchMetrics
This will be available as a slideshare later on this afternoon