Connect with us

SEO

A Simple (But Effective) 14-Step SEO Audit & Checklist

Published

on

A Simple (But Effective) 14-Step SEO Audit & Checklist

An SEO audit is where you find opportunities to improve a site’s search performance. It involves finding technical, on-page, content, and link-related issues to fix or improve.

Everyone’s SEO audit process differs, as there’s no universal approach. But there are a handful of basic issues all site owners should look for. 

You’ll learn how to check for 14 of them in this guide.

1. Check for manual actions

Advertisement

Manual actions are when a human reviewer at Google decides that your site doesn’t comply with their webmaster guidelines. The result is that some or all of your site won’t be shown in Google’s search results. 

You’re unlikely to have a manual action unless you’ve done something drastically wrong. But it’s still arguably the best first thing to check because if you have one, you’re dead in the water before you even start. 

To check for manual actions, go to the Manual actions report in Google Search Console. 

Manual actions report in Google Search Console

If it says anything other than “No issues detected,” read our Google penalties guide

Google updates its search algorithms all the time. Many of these updates target specific things like link spam or content quality.

For that reason, it’s important to check for organic traffic drops coinciding with known Google updates, as these may point to specific issues. 

For example, the core update in August 2018 appeared to largely affect health, fitness, and medical sites that failed to demonstrate expertise, authoritativeness, and trust (E-A-T). In fact, Barry Schwartz, a prominent blogger, dubbed it the “Medic” update. 

Advertisement

The update all but destroyed some sites, like this one:

Google's core update in August 2018 decimated this site's organic traffic

You can check your organic traffic trend for free in Google Search Console. Just go to the Search results report and set the period to the past year or two.

Search results report in Google Search Console

You can also see an estimated traffic graph in Ahrefs’ Site Explorer, where you can also overlay known Google updates to more easily diagnose issues.

For example, we can see that this site’s traffic drop coincided with a core update:

This site's traffic drop coincides with a Google Core Update

If you spot a big traffic drop coinciding with a Google update, check our Google Algorithm Updates History page to see the focus of the update. 

3. Check for HTTPS-related issues

HTTPS is a secure protocol for transferring data to and from visitors. It helps to keep things like passwords and credit card details secure, and it’s been a small Google ranking factor since 2014.

You can check if your website uses HTTPS by visiting it. If there’s a “lock” icon in the address bar, it’s secure. 

Advertisement
This site is securely protected

However, some websites face issues where certain pages load securely, but other pages and resources don’t. So we recommend digging a bit deeper to make sure there are no HTTPS-related issues. Here’s how:

  1. Sign up for a free Ahrefs Webmaster Tools account
  2. Crawl your site with Site Audit
  3. Go to the Internal pages report

From here, check the “Protocols distribution” graph to see whether any pages are using HTTP. Ideally, you want to see an all-green graph. 

"Protocols distribution" graph in Ahrefs' Site Audit

Recommendation

If you see some HTTP URLs, don’t panic. You don’t have an issue as long as they redirect to the HTTPS versions. Here’s how to check:
  1. Click on “HTTP”
  2. Sort the report by status code from low to high
  3. Add a column for “Final redirect URL”

If the lowest HTTP status code is “301” and the final redirect URLs all begin with HTTPS, everything is fine. 

Investigating HTTP status code issues in Ahrefs' Site Audit

Next, hit the “Issues” tab and look for the “HTTPS/HTTP mixed content” issue. This indicates that while your initial HTML is loading over a secure HTTPS connection, some resource files like images load over an unsecure one. 

The "HTTPS/HTTP mixed content" issue in Ahrefs' Site Audit

If you see either of these issues, read our HTTPS guide to learn more about dealing with them. 

4. Check that you can only browse one version of your website

People should only be able to access one of these four versions of your website:

http://domain.com
http://www.domain.com
https://domain.com
https://www.domain.com

The other three variations should redirect to the canonical (master) version.

This is important because Google sees all four of these as separate site versions. Having more than one accessible can cause crawling and indexing issues. In some cases, it can even dilute link equity and, thus, may negatively impact rankings.

Advertisement

To check that everything works as it should, install Ahrefs’ SEO Toolbar, type each URL version into your browser, then check the HTTP headers to make sure they all redirect to the same “master” version.

For example, if we visit http://ahrefs.com, it redirects to the secure version at https://ahrefs.com.

HTTP headers in Ahrefs' SEO Toolbar

The same happens if we visit the secure www version (https://www.ahrefs.com). 

HTTP headers in Ahrefs' SEO Toolbar

If this doesn’t happen, you’ll need to implement redirects.

Learn more: Redirects for SEO: A Simple (But Complete) Guide

5. Check for indexability issues

Google search results come from its index, which is a database of hundreds of billions of webpages. Your pages need to be in this index to stand any chance at ranking. 

Advertisement

It’s also important to keep pages that aren’t valuable for searchers out of Google’s index, as this can also cause SEO issues.

Indexing issues can get quite complicated, but you can check for basic issues fairly easily.

First, check the Indexability report in Site Audit for “Noindex page” warnings.

Noindex pages in Ahrefs' Site Audit

Google can’t index pages with this warning, so it’s worth checking they’re not pages you want indexed. If they are, remove or edit the meta robots tag.

Second, check the number of indexable URLs in the same report.

Indexable URLs via Ahrefs' Site Audit

Investigate further if this looks abnormally high.

For example, given that we only have around 500 published blog posts, 2,164 indexable URLs seem high for the Ahrefs blog. But if we click the number, we see that it’s because it includes versions of our blog in other languages.

Investigating indexable URLs in Ahrefs' Site Audit

If we exclude those pages, along with author, category, and pagination pages, the number of indexable URLs looks pretty much spot on.

Filtered indexable pages report in Ahrefs' Site Audit

6. Check for mobile-friendliness

Advertisement

Mobile-friendliness has been a ranking factor everywhere since Google moved to mobile-first indexing in 2019.

Checking for mobile-friendliness is easily done. Just go to the Mobile Usability report in Google Search Console. It tells you whether any URLs have errors that affect mobile usability. 

Mobile usability report in Google Search Console

If you don’t have access to Google Search Console, plug any page from your website into Google’s Mobile-Friendly Test tool

Google's Mobile-Friendly Test tool

In general, assuming that other pages on your website use the same design and layout, the result should apply to most, if not all, of your pages.

Learn more: Mobile-First Indexing: What You Need to Know

Page speed has been a small ranking factor on desktop since 2010 and mobile since 2018. However, there’s no official threshold for how fast a page should load, and there are a confusing number of metrics you can use as a proxy. 

For example, Google’s PageSpeed Insights tool shows all kinds of metrics: 

Checking page speed in Google's PageSpeed Insights tool

The other downside of this tool is that you can only test one page at a time.

For that reason, it’s better to start with a tool that’ll give you speed metrics on all your pages. You can do this in Ahrefs’ Site Audit, which you can use for free with an Ahrefs Webmaster Tools account. Here’s how:

Advertisement
  1. Crawl your website with Site Audit
  2. Go to the Performance report
  3. Check the “Time to first byte” and “Load time distribution” graphs
Checking page speed in Ahrefs' Site Audit

As a general rule, the more green you see here, the better. If you see lots of red, you may want to work on improving your page speed.

Core Web Vitals are metrics that Google uses to measure user experience. They measure a page’s load time, interactivity, and the stability of the content as it loads. 

As they’re currently a weak ranking signal, you shouldn’t obsess over them. But it’s still worth taking a quick look at your site’s performance. 

To do this, check the Core Web Vitals report in Google Search Console.

Core Web Vitals report in Google Search Console

As this report is based on Chrome User Experience (CrUX) data, there’s a chance you may see a “Not enough data collected” or “Not enough recent usage data” message instead of data. 

If that happens, head over to the Performance report in Ahrefs’ Site Audit and check the Lighthouse scores. As this is lab data, it doesn’t rely on user experience data from Google. 

Performance report in Ahrefs' Site Audit

9. Check for broken pages

Having broken pages on your site is never good. If these pages have backlinks, they are effectively wasted because they point to nothing.

Advertisement

To find broken pages on your website, head to the Internal pages report in Site Audit and click the number under “Broken.” 

Checking for broken internal pages in Ahrefs' Site Audit

If you want to see the number of backlinks to each of these pages, add the “No. of referring domains” column to the report. 

Broken internal pages in Ahrefs' Site Audit sorted by referring domains

You can also find broken URLs with backlinks in Site Explorer. Just plug in your domain, go to the Best by links report, add a “404 not found” filter, then sort the report by referring domains from high to low. 

Broken internal pages in Ahrefs' Site Explorer sorted by referring domains

The benefit of using Site Explorer is that it shows URLs that people linked to accidentally. 

For example, we have links from three referring domains to this URL:

Example of a dead page with backlinks

This page never existed. The linkers just linked to the wrong URL. It should have an “s” at the end. 

Here’s our recommended process for dealing with broken links:

How to deal with broken links

10. Check for sitemap issues

A sitemap lists the pages that you want search engines to index. It shouldn’t list things like redirects, non-canonicals, or dead pages because those send mixed signals to Google.

To check for sitemap issues, head to the All issues report in Site Audit and scroll to the “Other” section. 

Advertisement
Sitemap issues in Ahrefs' Site Audit

You’ll see any issues here relating to:

  • Dead or inaccessible pages in the sitemap.
  • Noindexed pages in the sitemap.
  • Non-canonical pages in the sitemap.

If you have any of these issues, hit the caret and follow the advice on fixing them.

11. Check basic on-page elements

Every indexable page on your site should have a title tag, meta description, and H1 tag. These basic on-page elements help Google understand your content and help you to win more clicks from your rankings. 

To check for issues, head to the “Issues” tab in the Content report in Site Audit

Basic on-page issues in Ahrefs' Site Audit

For example, the website above has 724 pages with a missing or empty title tag. This isn’t ideal because Google shows them in the search results, so the site could be missing out on clicks as a result.

It also has the same number of pages with an empty or missing meta description, and thousands with a missing or empty H1 tag.

Google often shows meta descriptions in the search results, so you should try to write an enticing one for every important page. Missing H1 tags, on the other hand, usually point to bigger issues like an improperly coded theme.

Advertisement

You can see which URLs are affected by clicking an issue and hitting “View affected URLs.” 

Title tag issues in Ahrefs' Site Audit

If you want to prioritize fixes, sort the report by estimated organic traffic from high to low.

Prioritizing fixes by organic traffic in Ahrefs' Site Audit

12. Check for declining content

Rankings rarely last forever. As content becomes outdated, its search traffic will often start to drop off. But you can often solve this by refreshing and republishing the content.

For example, our list of top Google searches declined massively in 2021.

Estimated organic search traffic to our list of top Google searches

This is because we didn’t update the post for over a year, so the content became outdated. The recent spike in traffic is a result of us updating and republishing the piece.

Here’s an easy way to find declining content in Google Search Console:

  1. Go to the Search results report
  2. Set the date filter to compare mode
  3. Choose “Compare last 6 months to previous period”
  4. Click the “Pages” tab
  5. Sort the table by “Clicks Difference” from low to high

For example, this shows us that our list of the most visited websites has declined massively over the last six months. So this is probably ripe for an update.

Decline in traffic to our list of the most visited websites in Google Search Console

If you’re a WordPress user, you can automate this process with our free SEO plugin. It monitors for pages that no longer perform well and gives recommendations on how to fix them. 

For example, it’s suggesting that we rewrite our list of the best keyword tools because it used to rank in the top three for its target keyword but now doesn’t even rank in the top 100. 

Advertisement
No longer well-performing pages via Ahrefs' SEO WordPress plugin

13. Check for content gaps

Content gaps occur when you miss important subtopics in your content. The result is that you don’t rank for as many long-tail keywords and potentially not as high as you could for your main target keyword.

Here’s an easy way to find content gaps:

  1. Paste one of your page’s URLs into Site Explorer
  2. Go to the Content Gap report
  3. Paste in the URLs of a few similar pages outranking you
Content Gap report in Ahrefs' Site Explorer

Hit “Show keywords.” You’ll see all of the keywords that these pages rank for where yours don’t. 

Many of these will just be different ways of searching for the same thing, but some may represent subtopics you’ve missed.

For example, when we do this for our page about “what is seo,” we see that competing pages are ranking for quite a few keywords relating to what SEO stands for.

Results of a content gap analysis in Ahrefs' Site Explorer

This is an interesting case because we kind of covered this in our definition on the page: 

One of the top-ranking pages' definition of SEO

However, we didn’t explicitly state that this is what SEO stands for. Many of our competitors did.

One of the top-ranking pages' definition of SEO
One of the top-ranking pages' definition of SEO

For that reason, it may be worth us stating this in a more explicit way. 

Advertisement

14. Check for other technical issues

Many other technical issues can hinder your rankings. That’s why it’s always worth crawling your site with a tool like Ahrefs’ Site Audit to check for other SEO issues. 

For example, if we do this for Ahrefs’ blog, we find a redirect loop:

Redirect loop issues via Ahrefs' Site Audit

Redirect loops are something you’re unlikely to spot by chance. So this issue would have likely gone unnoticed without a crawl-based audit. 

It looks like we also have missing alt text on over 2,400 images:

Missing alt text issues via Ahrefs' Site Audit

This is arguably not a huge problem, but the sheer number of affected images in this instance points to a likely hole in our processes. 

Final thoughts

Running this SEO audit gives you three things to take action on to improve SEO.

  1. Technical SEO issues – Fixing these may boost your site’s overall search performance.
  2. On-page SEO issues – Fixing these may increase your organic clicks.
  3. Content opportunities – Pursuing these may rank pages higher and for more keywords. 

If you want to run a deeper audit, read our guide to running a technical SEO audit.

Got questions? Ping me on Twitter.

Advertisement



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

Top Priorities, Challenges, And Opportunities

Published

on

By

Top Priorities, Challenges, And Opportunities

The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts.

It’s time to chart a course for SEO success in this changing landscape.

Watch this on-demand webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools.

You’ll hear:

  • The top SEO priorities and challenges for 2024.
  • The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities.
  • Winning SEO resourcing strategies and reporting insights to fuel success.

With Shannon Vize and Ryan Maloney, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO.

Discover timely insights and unlock new SEO growth potential in 2024.

Advertisement

View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]

Reserve your spot and discover 10 quick and easy SEO wins to boost your site’s rankings.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

E-E-A-T’s Google Ranking Influence Decoded

Published

on

By

E-E-A-T's Google Ranking Influence Decoded

The idea that something is not a ranking factor that nevertheless plays a role in ranking websites seems to be logically irreconcilable. Despite seeming like a paradox that cancels itself out, SearchLiaison recently tweeted some comments that go a long way to understanding how to think about E-E-A-T and apply it to SEO.

What A Googler Said About E-E-A-T

Marie Haynes published a video excerpt on YouTube from an event at which a Googler spoke, essentially doubling down on the importance of E-A-T.

This is what he said:

“You know this hasn’t always been there in Google and it’s something that we developed about ten to twelve or thirteen years ago. And it really is there to make sure that along the lines of what we talked about earlier is that it really is there to ensure that the content that people consume is going to be… it’s not going to be harmful and it’s going to be useful to the user. These are principles that we live by every single day.

And E-A-T, that template of how we rate an individual site based off of Expertise, Authoritativeness and Trustworthiness, we do it to every single query and every single result. So it’s actually very pervasive throughout everything that we do .

I will say that the YMYL queries, the Your Money or Your Life Queries, such as you know when I’m looking for a mortgage or when I’m looking for the local ER,  those we have a particular eye on and we pay a bit more attention to those queries because clearly they’re some of the most important decisions that people can make.

Advertisement

So I would say that E-A-T has a bit more of an impact there but again, I will say that E-A-T applies to everything, every single query that we actually look at.”

How can something be a part of every single search query and not be a ranking factor, right?

Background, Experience & Expertise In Google Circa 2012

Something to consider is that in 2012 Google’s senior engineer at the time, Matt Cutts, said that experience and expertise brings a measure of quality to content and makes it worthy of ranking.

Matt Cutts’ remarks on experience and expertise were made in an interview with Eric Enge.

Discussing whether the website of a hypothetical person named “Jane” deserves to rank with articles that are original variations of what’s already in the SERPs.

Matt Cutts observed:

Advertisement

“While they’re not duplicates they bring nothing new to the table.

Google would seek to detect that there is no real differentiation between these results and show only one of them so we could offer users different types of sites in the other search results.

They need to ask themselves what really is their value add? …they need to figure out what… makes them special.

…if Jane is just churning out 500 words about a topic where she doesn’t have any background, experience or expertise, a searcher might not be as interested in her opinion.”

Matt then cites the example of Pulitzer Prize-Winning movie reviewer Roger Ebert as a person with the background, experience and expertise that makes his opinion valuable to readers and the content worthy of ranking.

Matt didn’t say that a webpage author’s background, experience and expertise were ranking factors. But he did say that these are the kinds of things that can differentiate one webpage from another and align it to what Google wants to rank.

He specifically said that Google’s algorithm detects if there is something different about it that makes it stand out. That was in 2012 but not much has changed because Google’s John Mueller says the same thing.

Advertisement

For example, in 2020 John Mueller said that differentiation and being compelling is important for getting Google to notice and rank a webpage.

“So with that in mind, if you’re focused on kind of this small amount of content that is the same as everyone else then I would try to find ways to significantly differentiate yourselves to really make it clear that what you have on your website is significantly different than all of those other millions of ringtone websites that have kind of the same content.

…And that’s the same recommendation I would have for any kind of website that offers essentially the same thing as lots of other web sites do.

You really need to make sure that what you’re providing is unique and compelling and high quality so that our systems and users in general will say, I want to go to this particular website because they offer me something that is unique on the web and I don’t just want to go to any random other website.”

In 2021, in regard to getting Google to index a webpage, Mueller also said:

“Is it something the web has been waiting for? Or is it just another red widget?”

This thing about being compelling and different than other sites, it’s something that’s been a part of Google’s algorithm awhile, just like the Googler in the video said, just like Matt Cutts said and exactly like what Mueller has said as well.

Are they talking about signals?

Advertisement

E-EA-T Algorithm Signals

We know there’s something in the algorithm that relates to someone’s expertise and background that Google’s looking for. The table is set and we can dig into the next step of what it all means.

A while back back I remember reading something that Marie Haynes said about E-A-T, she called it a framework. And I thought, now that’s an interesting thing she just did, she’s conceptualizing E-A-T.

When SEOs discussed E-A-T it was always in the context of what to do in order to demonstrate E-A-T. So they looked at the Quality Raters Guide for guidance, which kind of makes sense since it’s a guide, right?

But what I’m proposing is that the answer isn’t really in the guidelines or anything that the quality raters are looking for.

The best way to explain it is to ask you to think about the biggest part of Google’s algorithm, relevance.

What’s relevance? Is it something you have to do? It used to be about keywords and that’s easy for SEOs to understand. But it’s not about keywords anymore because Google’s algorithm has natural language understanding (NLU). NLU is what enables machines to understand language in the way that it’s actually spoken (natural language).

Advertisement

So, relevance is just something that’s related or connected to something else. So, if I ask, how do I satiate my thirst? The answer can be water, because water quenches the thirst.

How is a site relevant to the search query: “how do I satiate my thirst?”

An SEO would answer the problem of relevance by saying that the webpage has to have the keywords that match the search query, which would be the words “satiate” and “thirst.”

The next step the SEO would take is to extract the related entities for “satiate” and “thirst” because every SEO “knows” they need to do entity research to understand how to make a webpage that answers the search query, “How do I satiate my thirst?”

Hypothetical Related entities:

  • Thirst: Water, dehydration, drink,
  • Satiate: Food, satisfaction, quench, fulfillment, appease

Now that the SEO has their entities and their keywords they put it all together and write a 600 word essay that uses all their keywords and entities so that their webpage is relevant for the search query, “How do I satiate my thirst?”

I think we can stop now and see how silly that is, right? If someone asked you, “How do I satiate my thirst?” You’d answer, “With water” or “a cold refreshing beer” because that’s what it means to be relevant.

Advertisement

Relevance is just a concept. It doesn’t have anything to do with entities or keywords in today’s search algorithms because the machine is understanding search queries as natural language, even more so with AI search engines.

Similarly, E-E-A-T is also just a concept. It doesn’t have anything to do with author bios, LinkedIn profiles, it doesn’t have anything at all to do with making your content say that you handled the product that’s being reviewed.

Here’s what SearchLiaison recently said about an E-E-A-T, SEO and Ranking:

“….just making a claim and talking about a ‘rigorous testing process’ and following an ‘E-E-A-T checklist’ doesn’t guarantee a top ranking or somehow automatically cause a page to do better.”

Here’s the part where SearchLiaison ties a bow around the gift of E-E-A-T knowledge:

“We talk about E-E-A-T because it’s a concept that aligns with how we try to rank good content.”

E-E-A-T Can’t Be Itemized On A Checklist

Remember how we established that relevance is a concept and not a bunch of keywords and entities? Relevance is just answering the question.

E-E-A-T is the same thing. It’s not something that you do. It’s closer to something that you are.

Advertisement

SearchLiaison elaborated:

“…our automated systems don’t look at a page and see a claim like “I tested this!” and think it’s better just because of that. Rather, the things we talk about with E-E-A-T are related to what people find useful in content. Doing things generally for people is what our automated systems seek to reward, using different signals.”

A Better Understanding Of E-E-A-T

I think it’s clear now how E-E-A-T isn’t something that’s added to a webpage or is something that is demonstrated on the webpage. It’s a concept, just like relevance.

A good way to think o fit is if someone asks you a question about your family and you answer it. Most people are pretty expert and experienced enough to answer that question. That’s what E-E-A-T is and how it should be treated when publishing content, regardless if it’s YMYL content or a product review, the expertise is just like answering a question about your family, it’s just a concept.

Featured Image by Shutterstock/Roman Samborskyi

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

Google Announces A New Carousel Rich Result

Published

on

By

Google Announces A New Carousel Rich Result

Google announced a new carousel rich result that can be used for local businesses, products, and events which will show a scrolling horizontal carousel displaying all of the items in the list. It’s very flexible and can even be used to create a top things to do in a city list that combines hotels, restaurants, and events. This new feature is in beta, which means it’s being tested.

The new carousel rich result is for displaying lists in a carousel format. According to the announcement the rich results is limited to the following types:

LocalBusiness and its subtypes, for example:
– Restaurant
– Hotel
– VacationRental
– Product
– Event

An example of subtypes is Lodgings, which is a subset of LocalBusiness.

Here is the Schema.org hierarchical structure that shows the LodgingBusiness type as being a subset of the LocalBusiness type.

  • Thing > Organization > LocalBusiness > LodgingBusiness
  • Thing > Place > LocalBusiness > LodgingBusiness

ItemList Structured Data

The carousel displays “tiles” that contain information from the webpage that’s about the price, ratings and images. The order of what’s in the ItemList structured data is the order that they will be displayed in the carousel.

Advertisement

Publishers must use the ItemList structured data in order to become eligible for the new rich result

All information in the ItemList structured data must be on the webpage. Just like any other structured data, you can’t stuff the structured data with information that is not visible on the webpage itself.

There are two important rules when using this structured data:

  1. 1. The ItemList type must be the top level container for the structured data.
  2. 2. All the URLs of in the list must point to different webpages on the same domain.

The part about the ItemList being the top level container means that the structured data cannot be merged together with another structured data where the top-level container is something other than ItemList.

For example, the structured data must begin like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1,

A useful quality of this new carousel rich result is that publishers can mix and match the different entities as long as they’re within the eligible structured data types.

Eligible Structured Data Types

Advertisement
  • LocalBusiness and its subtypes
  • Product
  • Event

Google’s announcement explains how to mix and match the different structured data types:

“You can mix and match different types of entities (for example, hotels, restaurants), if needed for your scenario. For example, if you have a page that has both local events and local businesses.”

Here is an example of a ListItem structured data that can be used in a webpage about Things To Do In Paris.

The following structured data is for two events and a local business (the Eiffel Tower):

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Event", "name": "Paris Seine River Dinner Cruise", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 45.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.2, "reviewCount": 690 }, "url": "https://www.example.com/event-location1" } }, { "@type": "ListItem", "position": 2, "item": { "@type": "LocalBusiness", "name": "Notre-Dame Cathedral", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "priceRange": "$", "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.8, "reviewCount": 4220 }, "url": "https://www.example.com/localbusiness-location" } }, { "@type": "ListItem", "position": 3, "item": { "@type": "Event", "name": "Eiffel Tower With Host Summit Tour", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 59.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.9, "reviewCount": 652 }, "url": "https://www.example.com/event-location2" } } ] } </script>

Be As Specific As Possible

Google’s guidelines recommends being as specific as possible but that if there isn’t a structured data type that closely matches with the type of business then it’s okay to use the more generic LocalBusiness structured data type.

“Depending on your scenario, you may choose the best type to use. For example, if you have a list of hotels and vacation rentals on your page, use both Hotel and VacationRental types. While it’s ideal to use the type that’s closest to your scenario, you can choose to use a more generic type (for example, LocalBusiness).”

Can Be Used For Products

A super interesting use case for this structured data is for displaying a list of products in a carousel rich result.

Advertisement

The structured data for that begins as a ItemList structured data type like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Product",

The structured data can list images, ratings, reviewCount, and currency just like any other product listing, but doing it like this will make the webpage eligible for the carousel rich results.

Google has a list of recommended recommended properties that can be used with the Products version, such as offers, offers.highPrice, and offers.lowPrice.

Good For Local Businesses and Merchants

This new structured data is a good opportunity for local businesses and publishers that list events, restaurants and lodgings to get in on a new kind of rich result.

Using this structured data doesn’t guarantee that it will display as a rich result, it only makes it eligible for it.

This new feature is in beta, meaning that it’s a test.

Advertisement

Read the new developer page for this new rich result type:

Structured data carousels (beta)

Featured Image by Shutterstock/RYO Alexandre

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS