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Interviewing Niche B2B Experts For A Better Content Strategy

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The B2B industry can be niche and specific, which may lead some people to feel like they need to be an expert to create a successful content strategy.

What if I told you with a little practice and minimal resources, you can create a strategy like an insider?

Interviewing (when done correctly) can indeed be a powerful tool to learn about someone, or something, in depth.

This is particularly useful in B2B settings where we can use the Problem > Solution > Impact framework to guide the process.

In this article, we will look into why interviewing is an important part of the new client onboarding process, who to interview, and how to prepare – as well as some tips and sample questions to get you started.

Why Interviewing?

Interviewing is an incredibly useful tool when working in a niche or industry that you might not be familiar with.

This is because it can be used as a research method for understanding culture.

Culture – defined as a system of beliefs, worldviews, and values that influence behavior and the material world around a part of society – is central to understanding individuals’ consumption and purchasing behaviors, and motivations.

Anthropologists use interviews to learn more about human behavior because it facilitates human connection, encouraging empathy and insights that often can’t be gained elsewhere.

Last year, I was working with a B2B SaaS startup in a niche industry – and after doing as much online research as possible, I was still feeling lost on how to create that would engage and convert readers into customers.

I felt like a fraud, and my content made it clear that I wasn’t one of them.

Without that human connection, my writing felt dry and didn’t hit the core motivations or problems for individuals or companies in that industry.

This is when I decided to utilize my training as an anthropologist.

I asked if I could schedule an interview with one of the staff members at the startup. The insights that I gained into the company and industry were priceless.

This then led me to remember that I have a family member who also works in the field, and I asked them for 30 minutes to pick their brain.

These two interviews led to a much deeper understanding of my client’s daily workload and workflow, their clients’ expectations, and the culture of their industry.

In turn, this helped me create better content that resonated with their target audience.

While SEO feels technical and more quantitative, there are humans behind the keywords.

Behind humans, we have a whole world of influences, experiences, history, and marketplace mythologies to uncover.

These things can’t be measured in Google Analytics.

Who To Interview

It depends on the number of resources available and your capacity.

Interviewing can be as simple as a 20-minute video call, or as in-depth as an hour-long chat over coffee.

It also depends on the topic’s scope and depth.

Typically, you will begin with your research around the company and its industry. Start at Wikipedia and begin the journey down the rabbit hole.

After completing your homework, you will better understand where gaps in your knowledge exist.

This can help you determine who to interview.

It can be a staff member from the client organization, someone active on LinkedIn, or even a third cousin who works in the industry.

Use your discretion and professionalism to choose the person you can build a good rapport with.

Practice Makes You Better

If you have never conducted an interview before, then practicing a few skills will go a long way.

It looks easier than it is, and there are no do-overs.

Below, I share two aspects of interviewing that I find the most important and how to prepare for them.

1. Taking Notes

Pick a well-trafficked location in your area, such as the weekend flea market, local shopping mall, sporting event, or dog park.

Go with a notebook and pen – no typing.

Find a spot where you can sit for about 30 minutes and take notes while watching everything around you.

There is no need to be a spy or hide behind a bush. Blend in, but be perceptive.

Take notes on what you see for five minutes and include as many details as possible. Break for five minutes and read over your notes, and then repeat twice more.

This process will help you learn to take better notes and be observant rather than a participant.

In your interview, you don’t want to be taking notes non-stop, and you shouldn’t.

The interviews should be recorded upon the participant’s consent, and notes should to supplement the things that are not said.

Did the interviewer tense up on a particular topic? Did they fill with excitement talking about another? Note these things.

2. Active Listening

Active listening is another skill that is essential to a great interview.

Active listening is about being present and engaged in a conversation. This means you are listening to everything the interviewee is telling you and processing their perspective and insights, while leaving yours to yourself.

Recruit a friend to help you improve your active listening through this exercise.

Set a timer for five minutes.

One of you shares a story or explains something while the other listens.

After five minutes, the listener will try to remember as many details as possible about what they were just told.

Swap places and repeat.

This exercise helps with building patience (waiting for your turn to speak), listening skills (not planning what to say next), and being present (through eye contact).

Interviewing Tips

  • Audio record the interview, but don’t forget to receive written consent.
  • Take notes of things unsaid.
  • Keep the interview short to around three to five questions (depending on length).
  • After the interviewee stops speaking, give them three to four seconds of silence. This encourages many people to share more, just by giving them space to speak and be heard.
  • Be interested in the conversation, but there is no need to relate or one-up their stories. Every moment you spend speaking equals less information from them.
  • Ask questions to encourage elaborations. For example, what happened next? How did you explain it to them? Does that happen regularly? What do you think about it?
  • Prepare for your interview via research of the industry.
  • Don’t forget to get explicit consent and respect participants’ privacy.
  • Reciprocity can go a long way – use it.

Sample Questions To Ask Experts

The goal of interviewing experts is to capture their passions and problems in a casual conversation.

Over-formalizing the interview can cause participants to feel uncomfortable sharing their personal feelings.

Consider the Problem > Solution > Impact model while preparing your questions.

Here are a few examples that work great.

  • How did you get into this line of work?
  • What is your favorite thing about [industry/profession/workflow]?
  • What tool do you use every single day at work? What is great about it? What would you change?
  • What does your everyday workflow look like?
  • How are your relationships with clients? Anything you wish to improve?
  • Do you follow current trends, news, influencers, or creators in your industry? Who?

The last one is a gold mine if they are active online and can share a few individuals from their industry – or even blogs, YouTube channels, or social media accounts.

This will become invaluable when it comes time to create and distribute content.

Be careful of leading questions; while it is an interview, it should feel comfortable, like a conversation.

It is only then that your interviewee will share the most sincere answers.

Creating Better Content From Interviews

Now that we cracked the interview, it is time to take what you learned and transform your content.

The Social Poll

Take an interesting or controversial point from the interview, and present it as a question on an appropriate platform where others in the industry can voice their opinion.

Why does this work?

Chances are, the topic you brought up is a point of contention for others in the industry. Posting this is a subtle nudge that you are an insider in their group.

It also shows that you are interested in what people have to say.

Social polls can stir up a larger discussion or yield interesting results.

If either of these happens, you take it a step further and create a longer piece of content from that concept.

A blog article that shares expert and professional quotes from the social poll can bring in new readers and help with distribution.

Update Existing Content

Updating existing content is my favorite content strategy of all time.

There is no way that you can make a blog post worse the second time around; it is always improving.

If your interview was successful, you might have picked up a few new pieces of information about how certain topics are discussed and the jargon around them.

Editing the style of writing found on blog posts to reflect the linguistic patterns of the industry will give readers a clue that this is someone who knows what they are talking about.

Have you ever read something and instantly connected to it?

You might have felt that someone was reading your mind, and as uncomfortable as that sounds, we find it very comforting as humans.

These positive signals that someone is in our “in-group” help us to build lasting relationships.

Conclusion

There are countless ways to use interviews to inform or help create a content strategy –  whether they inspire a new piece of content, or influence the style of writing or language used in copy.

The opportunities are endless.

If you take away anything from this piece, understand that (most) people are social and love to talk about themselves or their interests.

If someone is not interested in being interviewed or seems closed off, then don’t choose them.

When an anthropologist is in the field and chooses an informant, it’s someone who they get along with, who is respected or known in the community, and who is knowledgeable about a specific topic.

Embrace our basic need for human connection and use it to amplify your content strategy.

If you are humble and willing to learn from others, you will be there in no time.

More resources:


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What Is Schema Markup & Why Is It Important For SEO?

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What Is Schema Markup & Why Is It Important For SEO?

Schema.org is a collection of vocabulary (or schemas) used to apply structured data markup to web pages and content. Correctly applying schema can improve SEO outcomes through rich snippets.

Structured data markup is translated by platforms such as Google and Microsoft to provide enhanced rich results (or rich snippets) in search engine results pages or emails. For example, you can markup your ecommerce product pages with variants schema to help Google understand product variations.

Schema.org is an independent project that has helped establish structured data consistency across the internet. It began collaborating with search engines such as Google, Yahoo, Bing, and Yandex back in 2011.

The Schema vocabulary can be applied to pages through encodings such as RDFa, Microdata, and JSON-LD. JSON-LD schema is preferred by Google as it is the easiest to apply and maintain.

Schema is not a ranking factor.

However, your webpage becomes eligible for rich snippets in SERPs only when you use schema markup. This can enhance your search visibility and increase CTR on your webpage from search results.

Schema can also be used to build a knowledge graph of entities and topics. Using semantic markup in this way aligns your website with how AI algorithms categorize entities, assisting search engines in understanding your website and content.

This means that search engines should have additional information to help them figure out what the webpage is about.

You can even link your entities directly to sites like Wikipedia or Google’s knowledge graph to build explicit connections. Using Schema this way can have positive SEO results, according to Martha van Berkel, CEO of Schema App:

By helping search engines understand content, you are assisting them in saving resources (especially important when you have a large website with millions of pages) and increasing the chances for your content to be interpreted properly and ranked well. While this may not be a ranking factor directly, Schema helps your SEO efforts by giving search engines the best chance of interpreting your content correctly, giving users the best chance of discovering it.

Listed above are some of the most popular uses of schema, which are supported by Google and other search engines.

You may have an object type that has a schema.org definition but is not supported by search engines.

In such cases, it is advised to implement them, as search engines may start supporting them in the future, and you may benefit from them as you already have that implementation.

Google recommends JSON-LD as the preferred format for structured data. Microdata is still supported, but JSON-LD schema is recommended.

In certain circumstances, it isn’t possible to implement JSON-LD schema due to website technical infrastructure limitations such as old content management systems). In these cases, the only option is to markup HTML via Microdata or RDFa.

You can now mix JSON-LD and Microdata formats by matching the @id attribute of JSON-LD schema with the itemid attribute of Microdata schema. This approach helps reduce the HTML size of your pages.

For example, in a FAQ section with extensive text, you can use Microdata for the content and JSON-LD for the structured data without duplicating the text, thus avoiding an increase in page size. We will dive deeper into this below in the article when discussing each type in detail.

JSON-LD encodes data using JSON, making it easy to integrate structured data into web pages. JSON-LD allows connecting different schema types using a graph with @ids, improving data integration and reducing redundancy.

Let’s look at an example. Let’s say that you own a store that sells high-quality routers. If you were to look at the source code of your homepage, you would likely see something like this:

Once you dive into the code, you’ll want to find the portion of your webpage that discusses what your business offers. In this example, that data can be found between the two

tags.

The following JSON-LD formatted text will markup the information within that HTML fragment on your webpage, which you may want to include in your webpage’s

section.



This snippet of code defines your business as a store via the attribute"@type": "Store".

Then, it details its location, contact information, hours of operation from Monday to Saturday, and different operational hours for Sunday.

By structuring your webpage data this way, you provide critical information directly to search engines, which can improve how they index and display your site in search results. Just like adding tags in the initial HTML, inserting this JSON-LD script tells search engines specific aspects of your business.

Let’s review another example of WebPage schema connected with Organization and Author schemas via @id. JSON-LD is the format Google recommends and other search engines because it’s extremely flexible, and this is a great example.



In the example:

  • Website links to the organization as the publisher with @id.
  • The organization is described with detailed properties.
  • WebPage links to the WebSite with isPartOf.
  • NewsArticle links to the WebPage with isPartOf, and back to the WebPage with mainEntityOfPage, and includes the author property via @id.

You can see how graph nodes are linked to each other using the"@id"attribute. This way, we inform Google that it is a webpage published by the publisher described in the schema.

The use of hashes (#) for IDs is optional. You should only ensure that different schema types don’t have the same ID by accident. Adding custom hashes (#) can be helpful, as it provides an extra layer of insurance that they will not be repeated.

You may wonder why we use"@id"to connect graph nodes. Can’t we just drop organization, author, and webpage schemas separately on the same page, and it is intuitive that those are connected?

The issue is that Google and other search engines cannot reliably interpret these connections unless explicitly linked using @id.

Adding to the graph additional schema types is as easy as constructing Lego bricks. Say we want to add an image to the schema:

{
   "@type": "ImageObject",
   "@id": "https://www.example.com/#post-image",
   "url": "https://www.example.com/example.png",
   "contentUrl": "https://www.example.com/example.png",
   "width": 2160,
   "height": 1215,
   "thumbnail": [
     {
        "@type": "ImageObject",
        "url": "https://example.com/4x3/photo.jpg",
        "width": 1620,
        "height": 1215
      },
      {
        "@type": "ImageObject",
        "url": "https://example.com/16x9/photo.jpg",
        "width": 1440,
        "height": 810
      },
      {
        "@type": "ImageObject",
        "url": "https://example.com/1x1/photo.jpg",
        "width": 1000,
        "height": 1000
      }
    ]
}

As you already know from the NewsArticle schema, you need to add it to the above schema graph as a parent node and link via @id.

As you do that, it will have this structure:



Quite easy, isn’t it? Now that you understand the main principle, you can build your own schema based on the content you have on your website.

And since we live in the age of AI, you may also want to use ChatGPT or other chatbots to help you build any schema you want.

2. Microdata Schema Format

Microdata is a set of tags that aims to make annotating HTML elements with machine-readable tags much easier.

However, the one downside to using Microdata is that you have to mark every individual item within the body of your webpage. As you can imagine, this can quickly get messy.

Take a look at this sample HTML code, which corresponds to the above JSON schema with NewsArticle:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000, we have grown to a team of 200 dedicated employees.

Our slogan is: "Innovation at its best".

Contact us at +1-800-555-1212 for customer service.

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe. Connect with John on Twitter and LinkedIn.

If we convert the above JSON-LD schema into Microdata format, it will look like this:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service.

Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author:

Example image

This example shows how complicated it becomes compared to JSON-LD since the markup is spread over HTML. Let’s understand what is in the markup.

You can see

tags like:


By adding this tag, we’re stating that the HTML code contained between the

blocks identifies a specific item.

Next, we have to identify what that item is by using the ‘itemtype’ attribute to identify the type of item (Person).


An item type comes in the form of a URL (such as https://schema.org/Person). Let’s say, for example, you have a product you may use http://schema.org/Product.

To make things easier, you can browse a list of item types here and view extensions to identify the specific entity you’re looking for. Keep in mind that this list is not all-encompassing but only includes ones that are supported by Google, so there is a possibility that you won’t find the item type for your specific niche.

It may look complicated, but Schema.org provides examples of how to use the different item types so you can see what the code is supposed to do.

Don’t worry; you won’t be left out in the cold trying to figure this out on your own!

If you’re still feeling a little intimidated by the code, Google’s Structured Data Markup Helper makes it super easy to tag your webpages.

To use this amazing tool, just select your item type, paste in the URL of the target page or the content you want to target, and then highlight the different elements so that you can tag them.

3. RDFa Schema Format

RDFa is an acronym for Resource Description Framework in Attributes. Essentially, RDFa is an extension to HTML5 designed to aid users in marking up structured data.

RDFa isn’t much different from Microdata. RDFa tags incorporate the preexisting HTML code in the body of your webpage. For familiarity, we’ll look at the same code above.

The HTML for the same JSON-LD news article will look like:

vocab="https://schema.org/" typeof="WebSite" resource="https://www.example.com/#website">

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service.

https://www.example.com Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

https://www.example.com/about

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe Profile Twitter LinkedIn

Example image

Unlike Microdata, which uses a URL to identify types, RDFa uses one or more words to classify types.

vocab=”http://schema.org/” typeof=”WebPage”>

If you wish to identify a property further, use the ‘typeof’ attribute.

Let’s compare JSON-LD, Microdata, and RDFa side by side. The @type attribute of JSON-LD is equivalent to the itemtype attribute of Microdata format and the typeof attribute in RDFa. Furthermore, the propertyName of JSON-LD attribute would be the equivalent of the itemprop and property attributes.

Attribute Name JSON-LD Microdata RDFa
Type @type itemtype typeof
ID @id itemid resource
Property propertyName itemprop property
Name name itemprop=”name” property=”name”
Description description itemprop=”description” property=”description”

For further explanation, you can visit Schema.org to check lists and view examples. You can find which kinds of elements are defined as properties and which are defined as types.

To help, every page on Schema.org provides examples of how to apply tags properly. Of course, you can also fall back on Google’s Structured Data Testing Tool.

4. Mixing Different Formats Of Structured Data With JSON-LD

If you use JSON-LD schema but certain parts of pages aren’t compatible with it, you can mix schema formats by linking them via @id.

For example, if you have live blogging on the website and a JSON-LD schema, including all live blogging items in the JSON schema would mean having the same content twice on the page, which may increase HTML size and affect First Contentful Paint and Largest Contentful Paint page speed metrics.

You can solve this either by generating JSON-LD dynamically with JavaScript when the page loads or by marking up HTML tags of live blogging via the Microdata format, then linking to your JSON-LD schema in the head section via “@id“.

Here is an example of how to do it.

Say we have this HTML with Microdata markup with itemid="https://www.example.com/live-blog-page/#live-blog"

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We can link to it from the sample JSON-LD example we had like this:



If you copy and paste HTML and JSON examples underneath in the schema validator tool, you will see that they are validating properly.

The schema validator does validate the above example.The schema validator does validate the above example.

The SEO Impact Of Structured Data

This article explored the different schema encoding types and all the nuances regarding structured data implementation.

Schema is much easier to apply than it seems, and it’s a best practice you must incorporate into your webpages. While you won’t receive a direct boost in your SEO rankings for implementing Schema, it can:

  • Make your pages eligible to appear in rich results.
  • Ensure your pages get seen by the right users more often.
  • Avoid confusion and ambiguity.

The work may seem tedious. However, given time and effort, properly implementing Schema markup is good for your website and can lead to better user journeys through the accuracy of information you’re supplying to search engines.


Image Credits

Featured Image: Paulo Bobita
Screenshot taken by author

 

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Chuck Price

Founder at Measurable SEO

Looking for a Content Marketing Solution to Increase Traffic and Revenue? I’m the founder of Measurable SEO and former COO ...

Advanced Technical SEO: A Complete Guide



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Gen Z Ditches Google, Turns To Reddit For Product Searches

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In this photo illustration, the Reddit logo is displayed on a smartphone screen.

A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.

The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.

Here’s an overview of key findings and the implications for marketers.

Decline In Traditional Search

The study found that Gen Z uses search engines to find new brands and products less often.

That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.

There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.

Because of this, traditional SEO strategies might not work well for reaching younger customers.

Takeaway

Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.

Rise Of Social Media Discovery

Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Gen Z is increasingly using social media to find new brands and products.

The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.

This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.

1719123963 547 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.

Takeaway

To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:

  1. Ensure that your content appears more often in social media feeds.
  2. Create posts people want to share and interact with.

Trust Issues With Influencer Marketing

Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.

These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.

Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.

Takeaway

Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.

Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.

Challenges With Current Search Experiences

The research shows that many people are unhappy with how search engines work right now.

More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.

Gen Z is particularly bothered by inaccurate information and unreliable reviews.

1719123963 785 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Takeaway

Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.

This can help build brand credibility, leading to more direct visits.

Reddit: A Trusted Alternative

The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.

1719123963 403 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.

It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.

Takeaway

Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.

That could include Reddit or any other forum.

Why SEJ Cares

As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.

Here’s what to remember:

  • Traditional search engine use is declining among Gen Z.
  • Social media is increasingly vital for product discovery.
  • There’s growing skepticism towards influencer marketing.
  • Current search experiences often fail to meet user expectations.
  • Community-based platforms like Reddit are gaining trust.

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

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