Connect with us

SEO

Lessons From 10 Female Leaders To Inspire Your Professional Journey

Published

on

Lessons From 10 Female Leaders To Inspire Your Professional Journey

Being a member and supporter of the Women in Tech SEO community, SE Ranking – which is an all-in-one, comprehensive SEO toolkit – is on a mission to make SEO accessible for everyone.

As we want to encourage female marketers to succeed professionally, we interviewed 10 prominent women in SEO and digital marketing.

These experts shared their outstanding experiences and life lessons, and we’re excited to share their wisdom with you.

Discover how to build leadership skills, overcome obstacles on your professional journey, and build success and resilience in your work life with these tips and advice from inspiring women leaders.

1. Encourage Telling People What They’re Worth

Carrie Rose, Founder Of Rise At Seven

Advertisement

The biggest obstacle on my path to success was earning the right to be trusted, respected, and backed as someone of young age at the time.

To combat this, I focused on being confident in my abilities and proving my worth through my work. This involved spending 50% of my time with clients and the other 50% doing the actual work, as well as freelancing to learn how to work independently without extensive resources.

This set me up for success, allowing me to start and scale my own agency to generating £7m a year in just 3 years, and I continue to stay involved in the work to this day as the Founder and CEO.

In the business and career world, I have faced gender discrimination beyond my expectations, as women statistically face more obstacles in achieving success, leadership roles, investment, and building a Fortune 500 company.

Even when launching my own agency with a male co-founder who owned an equal percentage of the business, the hate and negativity I got was on another scale.

I found that my opinions or case studies were questioned, and people were in disbelief at the results. I got a “prove it” response, whereas when my cofounder posted the same results, he got a “Congrats, great work.”

Advertisement

In terms of money, I have a slightly controversial opinion on the pay gap in the industry. Do I believe it exists? Yes. In my own case, I was paid less than a male coworker who started within the same two weeks as me, had the same experience, etc.

However, now being a founder, I can see an issue I believe to be true. I’ve found women are natural givers. They have “motherly” traits and do things because they care. And as a result, don’t ask for more money by doing more.

On the other hand, men are less likely to give for free. And more confident to ask for pay raises or higher salaries. This is a real issue. Therefore, here are some ways to overcome it:

  • Encourage telling people what they’re worth. I’ve had many instances where I have offered a higher salary to people because I believed they were worth it. I gave them the confidence to know and understand their personal value and be open enough to talk about salaries.
  • Create yearly pay review meetings with salary benchmarks for the industry. I think we as leaders need to give our staff the data they need to be confident to ask.

2. We’re Here To Amplify The Work Of Brilliant Women In The Industry

Areej AbuAli, Founder Of Crawlina & Women In Tech SEO

Lessons From 10 Women Leaders To Inspire Your Professional Journey

A few years ago, I was truly struggling to fit into the SEO community, and I wasn’t feeling motivated in the industry. I used to attend conferences but did not see myself represented, and I wasn’t too sure if it was a career path that I wanted to continue in.

I remember hearing about a few “exclusive” groups; you needed to be ‘invited’ to be a part of them or know someone. It just didn’t feel right.

So, I decided to start my own thing. I put out a call saying, “Women in Tech SEO, rejoice, we now have our own group.”

Advertisement

This was back in May 2019 – right away, I was surprised by how many people joined. It was over 100 in only 2 days. I made sure that we had rules and values in place.

Everyone who identified as a woman was more than welcome to join; it didn’t matter if they were starting out their SEO career or they had been in it for over a decade.

In other words, Women in Tech SEO is a global community for women in the Technical SEO industry; It’s a safe space for women to connect, learn and support one another. We’re here to amplify the work of brilliant women in the industry.


3. Believe In Yourself Because You Can Do It

Olga Zarr, CEO At SEOSLY

Lessons From 10 Women Leaders To Inspire Your Professional Journey

I know a lot of people who work at SEO agencies, and very often, women with more experience earn way less than their younger and less experienced male colleagues.

I have noticed that this is because they don’t dare ask for a raise and, when applying for a job, are afraid of asking for too much, fearing that they won’t be hired.

My piece of advice is to always talk about all your skills, including the ones you have not completely mastered (I noticed a lot of women won’t admit that they know something because they don’t know it perfectly, while males will often say they are experts at something they barely know).

Advertisement

And another tip is to always ask for way more than you think you should ask because your mind is most likely undervaluing you. Don’t get fooled by it.

Also, to help freelancers know their worth and be paid as much as they deserve, together with Myriam Jessier, we created SEO Cash Flow, which aims to help underrated freelancers earn more.

On the whole, my advice is to believe in yourself because you can do it. If you’re just beginning your journey, start by reading the Google SEO documentation from cover to cover.

Make sure to become part of the Women in Tech SEO community. Follow other female SEOs like myself, and don’t be afraid of reaching out to them. Most of them (if not all) will be happy to help you and give you free advice.


4. You Aren’t Alone – Let’s Help Support Each Other!

Tory Gray, Founder Of The Gray Dot Company

Lessons From 10 Women Leaders To Inspire Your Professional Journey

My biggest struggle on the way from an SEO specialist to a company founder has been about learning to trust myself, listen to myself effectively, and be willing to try and fail – and try again while also not ignoring or forgetting the needs of others.

When it comes to being an in-demand professional – soft skills – that’s where I see most growing SEO professionals lacking today.

Advertisement

There’s too much focus on gaining a specific, technical hard skill that will somehow magically make them feel confident and successful. In reality, most SEO pros need to learn how to be influential, impactful, and empathetic.

This all said, I do think it’s important for women specifically to focus on having a technical or data-focused hard skill of some sort. This is largely practical: Too often, women’s opinions and contributions are brushed aside.

Being better at a specific skill (or a few!) vs. the men in the room is the single biggest way to be heard and make room for yourself. You bring the data, you bring the informed analysis, and they have to listen to you. To be clear, this is not good or right, but it is a reality I’ve experienced.

If you’re just starting your career in the SEO industry, find a mentor! And a support group of women to talk to, learn from, and grow with. As the most important thing is knowing you aren’t alone – let’s help support each other!


5. Don’t Hesitate To Ask For More; You Deserve It!

Anastasia Kotsiubynska, SEO Team Lead At SE Ranking

Lessons From 10 Women Leaders To Inspire Your Professional Journey

I guess the most challenging part of becoming a team leader is when you become responsible for people, processes, and results.
That’s why to make progress, switching to a business-owner mindset is needed. This helps to see a wider perspective of how you can grow the company through what your team and you do.

But even if you are not in a manager position, leadership skills are important. To make things happen, you need to take responsibility, even if you’re not 100% sure you can handle situations and lead processes or people – if there’s a need or an opportunity to do this.

Advertisement

But the thing is, despite having remarkable abilities, one cannot be completely immune to bias in the professional setting.

Unfortunately, I’ve faced obvious sexism at one of my previous workplaces, where my manager used to say things like, ‘Women cannot think so effectively and be so technically wise as men.’

Some would expect the advice to prove the opposite with your work. But usually, it’s very hard to change people who build such an unhealthy discrimination-friendly environment – you might just end up having your self-esteem negatively affected.

Another problem is that often women in SEO get lower salaries than men, so they earn less because they tend to ask for less.

Just don’t hesitate to ask for more; you deserve it, but it is helpful to back up your request with solid arguments, data, and achievements.


6. Don’t Give Up! Take Help And Support From Other SEOs

Ulrika Viberg, Founder Of Unikorn & SEOGIRLS

Lessons From 10 Women Leaders To Inspire Your Professional Journey

Grabbing a chance really means creating an opportunity and working hard until it evolves into the next thing. Being a middle-aged woman in the SEO industry certainly didn’t give me any freebies, either.

Advertisement

I started working in the mid-’90s when we had a completely different working atmosphere in terms of gender equality. Things have changed since, even if we feel it hasn’t changed enough.

Even if it has become better over the years, women still experience not being listened to or taken seriously and being questioned whether they know what they are talking about.

Women in SEO often find their knowledge being tested every now and then like it’s an unannounced pop quiz.  In the past, I dealt with it the way we women did then: by coming more prepared than our male colleagues. Working harder, reading up on matters more carefully, and walking two extra miles.

While I think this is still true, we have become much better at supporting each other, lifting brilliant women in the community, and opening up to discuss these discriminations publicly. All of this helps.

So, if you’re just starting your career, my advice is: Don’t give up! Take help and support from other SEOs!

Reach out to Women in Tech SEO and other communities for women in SEO, like SEOGIRLS in Sweden, which is a safe place for women to discuss SEO without experiencing mansplaining or being talked over by male colleagues.

Advertisement

We are there for you to support you in your journey!


7. The Goal Is To Remove Or At Least Minimize Discrimination At Work

Motoko Hunt, Founder Of AJPR

Lessons From 10 Women Leaders To Inspire Your Professional Journey

Besides having the skills to perform SEO work at an excellent level, you need to have good management, adaptability, curiosity, and critical thinking skills. At the same time, you don’t need to be a Jill of all trades. Instead, find the niche that separates you from others.

However, even the most exceptional skills cannot provide absolute protection from workplace discrimination. I have experienced both gender and racial discrimination, not just in my current work but also in my previous jobs.

That comes in different ways and is not always an “in your face” incident. For example, when I was ready to go on an important business trip, the management felt it was for men only as I had children.

I believe the goal is to remove or at least minimize discrimination at work. Though it’s important to let them know that it’s a problem at the time of the incident.

Rather than just react, I suggest you document them and discuss them with the management and HR. If other employees are experiencing similar problems, doing this as a group will give you a bigger voice.

Advertisement

Another problem is the payment gap between men and women, which is not unique to the SEO industry.

So, when you need to negotiate anything with the company, you need to prepare. When you discuss the salary (or the promotion), “I’ve been working hard” or “I deserve more” aren’t the best way to approach it.

You have a better chance of succeeding in the negotiation if you can quantify your value to the company, i.e., the increase in conversions/sales your work brought to the company.


8. Show Your Worth And Ask For More!

Aleyda Solís, Founder of Orainti

Lessons From 10 Women Leaders To Inspire Your Professional Journey

Sadly, the SEO industry’s payment gap between men and women is certainly there. How to deal with it? Show your worth and ask for more! What’s the worst that can happen? That they say no? Perfect – ask for more!

If you want to succeed in the SEO industry, I would recommend having an overall knowledge of the SEO process, how it all works, and every activity/area that influences it: how a search engine works, how people search, crawl, indexing, content relevance, link popularity, etc.

Then, depending on your skills and preferences, you might want to focus on technical SEO, content optimization, link building, or in a specific area, like local SEO or ecommerce SEO.

Advertisement

Whatever you choose, ensure you understand how it works from a tactical standpoint and how it aligns and fits from a strategic one to the whole SEO process.

Then, learn about communication, prioritization, coordination, influence, and project management, which will allow you to successfully sell and manage SEO processes, whether as an external solo consultant, in an agency, or in-house. These are critical skills.

I highly recommend those looking to learn more about SEO take a look at LearningSEO to go through all of these areas and learn about them.

And at work, remember to always be professional, show up and do what you said you would do, and commit and focus on your project’s success and your own as a professional!


9. Be Your Own Biggest Advocate

Chima Mmeje, Founder Of The Freelance Coalition For Developing Countries

Lessons From 10 Women Leaders To Inspire Your Professional Journey

I don’t think there’s any woman in any industry who hasn’t experienced gender discrimination. It’s sadly a part of our lives.

I feel like some men speak to women in a condescending tone they wouldn’t use with other men. I hear it in the way they cut me off when I’m speaking, brush off my ideas, or try to mansplain something to me.

Advertisement

I try to establish authority early in the conversation to show my expertise. I share my ideas and encourage mutual respect if we’re to have a healthy working relationship. Most importantly, I advocate for myself to ensure my voice is heard when I’m in the room because commanding authority leads to respect.

If you want to achieve outstanding results in your professional life, listening has to be at the top of the list for soft skills. Hard skills depend on your industry, but everyone should learn to write. It’s such an underrated skill, even for developers and technically inclined folks.

You can build a personal brand when you know how to communicate with your preferred audience using words they connect with.

Also, staying nimble, especially in the age of AI, is an essential skill. We need to constantly learn how to use AI as a friend to improve our current processes instead of ignoring it because it’s not going away.

What advice would I give to women who want to succeed in their SEO careers? Just get in there! There’s nothing to be afraid of. Ask questions, even when it sounds dumb in your ears.

Build your own website and use it as a testing ground to improve your skill. Document your progress in public so people can help you along your journey.

Advertisement

Be your own biggest advocate because you’re working in an industry where people will question your authority and skills every step of the way.


10. Ask, And People Will Help You

Jo Juliana Turnbull, Founder of Search London and Turn Digi

Lessons From 10 Women Leaders To Inspire Your Professional Journey

In our industry, the hard skills that help to succeed are knowing the area you want to specialize in or having a broad knowledge of SEO.

Technical SEO, on page optimization, and digital PR require learning on the job and/or taking a course with a supportive team member to answer your questions.

One of the biggest soft skills is the determination to keep learning. I talk a lot about soft skills, and these are the ones that are important to SEOs (and in many industries).

  • Emotional intelligence: Self-awareness, self-regulation, motivation, empathy, social skills.
  • Communication: Be a clear communicator and be aware of nonverbal communication.
  • Empathy: Ability to understand and sense other people’s emotions.
  • Active listening: Conscious efforts to hear the words and engage the speaker.
  • Confidence: The feeling one can do a task well.

Overall, learn as much as you can, and find a good support system and a great mentor. If you do not know something, ask, and people will help you.

I would also recommend taking the CliftonStrengths Assessment. This way, you can find out your natural strengths, which, when you work on them, turn into your talents.

To sum up, if you’re a female marketer and want to succeed in the SEO industry, you need to:

Advertisement
  • Be brave enough to stand up for yourself.
  • Value your skills, experience, and expertise, and never stop evolving.
  • Don’t be afraid to ask for more.
  • Network with other professionals in the industry. The people you connect with will become your friends and mentors with whom you can share your struggles and happiness.
  • Remember that people are always here to support you.

More resources:


Featured Image from author



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