Now that #SEOWeek has wrapped up, we wanted to share some of recurring questions we heard throughout the event.
Question 1: What is the importance of Schema/Structured Data?
There’s two pieces of structured data that we recommend making use of. The first and most appealing is potential of displaying differently on the SERP (Search Engine Results Page). By utilizing review information, navigational markup, and other information, you can potentially change the way your listing appears in the organic SERP. This change has been shown to improve your CTR (Click-Through Rate) by up to 30& without improving your position.
For example, when searching for “Concert Tickets,” you can see the difference between a site with structured data and a site without it:
The most beneficial aspect of Structured Data is the advantage you get from a crawl perspective. Structured Data, by definition, is the implementation of content that is “crawler ready.” What that means is Google and other crawlers are able to determine what the content they’re reading is about much quicker, which really helps with indexing.
Question 2: What Determines/How can we define “Quality Content”?
“Quality” can certainly be regarded as a subjective term, so defining what exactly makes up quality content can be tricky to nail down. Apart from the basics, like good grammar and spelling, creating quality content is all about creating a positive user experience.
During #SEOWeek, we talked about the difference between pages of content that were written about chocolate cake. One had repetitive instances of “chocolate cake” over and over again. The alternative content mentioned items related to chocolate cake, like milk, flour, cocoa, icing, etc. When reviewing the two types of content, think about how an end user would react to one piece versus the other. Google certainly reflects on this content the same way.
Question 3: Do Product Pages need the same Optimization as “Content” Pages?
Short Answer: Yes.
This goes back to the basics of website architecture and how a basic web page should be composed.
Page Titles need to be unique, brief, and descriptive.
Meta Descriptions need to be unique and descriptive.
Images should include short and descriptive ALT Tags.
H Tags (H1, H2, H3 etc.) should be short and descriptive
Content should be useful and descriptive of the product.
The basic strategy that can be deployed is to target the category level pages for broader keywords and the product pages for that specific product. This will keep all content and metadata unique, which is an important ranking signal.
More to come!
We’ll continue to share other answers with your shortly. If you have any other questions, please feel free to reach out to us. You can of course re-live all the excitement of #SEOWEEK right here at our blog.