Subscribe to our newsletter

Get the State of Digital Newsletter
Join an elite group of marketers receiving the best content in their mailbox
* = required field
Daily Updates

SEO // Schema.org: Real World Markup For Success #SMX #SMXMilan

8 November 2013 BY

Estimated reading time: 1 minute, 41 seconds

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)


  • 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

IMG_3586When 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 GrimmGrimm Digital

IMG_3557The web is evolving and so is markup – Bastian takes us through Rich Snippets and beyond.

Why is proper HTML important?

  1. Provide your meaning proper HTML – semantic HTML is meant to describe content
  2. Increase maintainability – do content in Html use CSS
  3. 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


Take a step towards marketing awesomeness and join 1,000s of others

Would you like to be an awesome marketer? Or would you rather know less? Become one of our elite members by joining in on our newsletter! Fill in your details below and start receiving high level knowledge now!


Jackie Hole is an Award Winning Search Marketing consultant specialising in Paid Search, Conversion Improvement and Organic Search / SEO for the USA, Canada and European markets. Starting out in Multimedia & Interface Design, Jackie has over 15 years experience in online marketing and was recently awarded European Search Personality of the Year. Jackie is Company Director of 22M