Next Generation SEO Author Markups und Schema Integrationen Marcus Tober Köln

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1 Next Generation SEO Author Markups und Schema Integrationen Marcus Tober Köln /21/2013 Searchmetrics Inc Page 1

2 Gründer von Searchmetrics Ich liebe SEO und Search seit 2001 Informatik-Studium in Berlin Ich bin der Techie!

3 Made with Love in Berlin 120 passionierte Leute Innovator von SEO Software seit 2007 Follow us twitter.com/searchmetrics facebook.com/searchmetrics

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5 CTR ist abhängig von mehr als der Position Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet

6 Authorship

7 Thumbnail ist immenser Vorteil Spielt das Thumbnail selbst auch eine Rolle?

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9 Authorship #1 Content Verifikation 10/21/2013 Searchmetrics Inc Page 9

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11 Authorship #1 Content Verifikation Schutz 10/21/2013 Searchmetrics Inc Page 11

12 Tober

13 Authorship #1 Content Verifikation Schutz Reputation 10/21/2013 Searchmetrics Inc Page 13

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15 Authorship #1 Content Verifikation Schutz Individuelles Branding Reputation 10/21/2013 Searchmetrics Inc Page 15

16 Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. Eric Schmidt (Chairman of the Board)

17 Bessere Rankings mit Autoren-Integration? Wirklich?

18 Authorship #2 Ranking Trust 10/21/2013 Searchmetrics Inc Page 18

19 Authorship #2 Ranking Trust Thema 10/21/2013 Searchmetrics Inc Page 19

20 Authorship #2 Ranking Trust Thema Persönliche Information 10/21/2013 Searchmetrics Inc Page 20

21 Authorship #2 Ranking Trust Thema Individueller USP Persönliche Information 10/21/2013 Searchmetrics Inc Page 21

22 Authorship #3 User Rich Snippet 10/21/2013 Searchmetrics Inc Page 22

23 Authorship #3 User Rich Snippet Aufmerksamkeit 10/21/2013 Searchmetrics Inc Page 23

24 Authorship #3 User Rich Snippet Aufmerksamkeit Click Rate 10/21/2013 Searchmetrics Inc Page 24

25 Authorship Integrationen Authorship Integrationen Google DE ,45% 10/21/2013 Searchmetrics Inc Page 25

26 Authorship Integrationen Authorship Integrationen Google US ,05% 10/21/2013 Searchmetrics Inc Page 26

27 Würdet ihr clicken?

28 Welches Bild würdet ihr clicken?

29 Authorship Integration Cyrus Shepard: CTR Test moz.com/blog/google-author-photos 10/21/2013 Searchmetrics Inc Page 29

30 Verschiedene Farben, Zoom, mit/ohne Brille...

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32 Relevanz! Click! 4. Relevanz?

33 Matt Cutts Head of Google Webspam Team We are trying to ask ourselves, are there other signals that we can use to spot whether someone is not a great merchant, and if we can find those, and we think that they are not all that spammable, then we re more than happy to use those.

34 Rather than chasing +1s of content, your time is much better spent Matt Cutts Head of Google Webspam Team making great content.

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36 indirect direct improves Relevance Click!

37 Freier Journalist Stern, Focus, Süddeutsche

38 Authorship Integrationen DE Authorship Facts: Oktober Keywords google.de 21,915 verschiedene Autoren 107,097 URLs mit mind. EINER Autorenintegration 68,677 Keywords mit mind. EINER Autorenintegration (~14%) 35,092 Keywords mit mind. ZWEI Autorenintegrationen (~7%) 6,279 verschiedene Autoren auf Seite 1 10/21/2013 Searchmetrics Inc Page 38

39 Authorship Integrationen DE Okt Top Authors Consumer Electronics Chip.de 10/21/2013 Searchmetrics Inc Page 39

40 Authorship Integrationen DE Okt Top Authors Computer Cnet.de 10/21/2013 Searchmetrics Inc Page 40

41 Authorship Integrationen DE Okt Top Authors Finance Forium.de Finanzvergleich 10/21/2013 Searchmetrics Inc Page 41

42 Authorship Integrationen DE Okt Top Authors Cars Freier Journalist Stern, Focus, Süddeutsche UND: Ehem: autocert.de (Chefredakteur); auto.t-online.de (Stellv. Chefredakteur) alle-autos-in.de, cars-of-europe.com 10/21/2013 Searchmetrics Inc Page 42

43 Authorship Integrationen DE Okt Domains pro Author 10/21/2013 Searchmetrics Inc Page 43

44 Authorship Integrationen Okt Autoren-Geschlecht Ø Ranking 10/21/2013 Searchmetrics Inc Page 44

45 Authorship Integrationen Okt Author Geschlecht - Verteilung 10/21/2013 Searchmetrics Inc Page 45

46 information tied to verified online profiles will be ranked higher cost of remaining anonymous, then, might be irrelevance. Eric Schmidt (Chairman of the Board)

47 Schema

48 Image Mega Block

49 Rezepte mit Knowledge Graph

50 Events Integration

51 Google+ Brand Box

52 Traffic Map

53 Knowledge Graph Medical Info

54 KG Medikamenten Info

55 KG Ähnliche Suchen (Krankheit)

56 KG Symptome Box

57 Definitions Box

58 Translation Box

59 KG Einwohner Entwicklung

60 Flug Informations Box

61 Score Box

62 Kalorien Rechner

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66 Ratings

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69 Filme

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71 Angebote

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73 Kritiken

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75 Rezepte

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77 Searchmetrics Data Schema.org DE Keywords 42,172 Domains 392,899 10/21/2013 Searchmetrics Inc Page 77

78 Schema.org Integrations-Verteilung DE 10/21/2013 Searchmetrics Inc Page 78

79 Schema.org Integrations-Verteilung DE 10/21/2013 Searchmetrics Inc Page 79

80 Schema.org Integrations-Verteilung 10/21/2013 Searchmetrics Inc Page 80

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82 SEO Visibility - Vergleich Average SEO Visibility von Domains 10/21/2013 Searchmetrics Inc Page 82

83 Schema - Populärste Typen DE 10/21/2013 Searchmetrics Inc Page 83

84 Distribution von Schema-Typen DE In den SERPS 10/21/2013 Searchmetrics Inc Page 84

85 Verteilung von pos./neg. Ratings 10/21/2013 Searchmetrics Inc Page 85

86 Verteilung von pos./neg. Ratings 10/21/2013 Searchmetrics Inc Page 86

87 Durchschnittliches Ranking mit Schema ohne Schema #23 #26 10/21/2013 Searchmetrics Inc Page 87

88 Schema - Conclusion 0,40% Domains 41% Keywords #3 10/21/2013 Searchmetrics Inc Page 88

89 Nutzt zusätzliche Integrationen! Sei relevant Sei outstanding eine Brand

90 Searchmetrics leading vendor of search an social analytics software with international focus 10/21/2013 Searchmetrics Inc Page 90