The practice of semantic markup
Recently in the world of seo, the use of micromarking (semantic markup) for various purposes has become more and more popular. Although micromarking began to be used several years ago, now we are witnessing its active development both in Yandex and in Google. Confirmation of the latest publications in the Yandex blog for webmasters: "Micromarking for large sites" and "Commodity snippets for the online store . "
Google is also engaged in this direction, an example of which is the improvement of the snippet in the main issue, which will be discussed further in this publication.
The main purpose of micromarking is to provide structured data to a search engine about a product / service or any other material posted on the page. Using semantic markup, it became possible to highlight important information on the page, to delimit and structure content by type. This is easily understood by search engines, they provide the user with exactly the information about the page that you want to convey .
Each micromarking has its own dictionary (a certain base of various commands, classes, subclasses), which it understands and is able to handle correctly. Dictionaries are quite extensive, but the entire library can be found on specialized sites (the article provides links to libraries for the most popular ones).
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(Data for 2014)
Consider the main types of semantic markup:
1. Open Graf
2. Data Vocabulary
3. Schema.org
4. UTF characters
Open Graf is used to create an informative link for social networking. That is, it is possible to independently enter the desired text and image so that users, by clicking on a like, distribute your content in the most presentable way.
Initially, Open Graf was created specifically for Facebook, but now this social markup is supported by many social networks.
On the CMS Word Press there is a free plugin for marking Open Graf on the site pages. Many leading seo-bloggers use Open Graf. Here is one such example. Informative content is displayed when clicking on the page:
A complete guide to use can be found on the Yandex website.
Data Vocabulary, far from the leading markup, is used much less frequently than its similar counterparts, but, in my opinion, it is one of the best dictionaries in its class (especially for Google), as it allows you to really highlight the snippet against the background of competitors.
Organic link in Google stands out, because already in the issue there is information about the prices of goods:
In my opinion, this is another way to increase the CTR of links in the search. A serious disadvantage that Yandex does not understand this markup.
Now the development of the Data Vocabulary format is suspended, as all efforts are directed to Schema.org , but so far Google understands this markup and handles it well.
The complete guide for Data Vocabulary.
The most common micro-markup, about which there is a lot of information on the Yandex blog. I would like to particularly highlight its use for commercial seo:
a) Page Layout - Contacts for a commercial site (there are rules for filling in the same Yandex blog):
b) marking of commodity snippets for the store, which was introduced at the end of 2014.
The user is immediately given a brief information about the parameters of the product, as well as its price:
In order to view the microdata as a Yandex search robot, I recommend using the micro-mark validator .
Detailed instructions for using Schema org.
UTF characters (★ ☒) are not microdata as such, but in general, from the point of view of seo, they have the same goal as the semantic markup - to increase the CTR of the links in the search. Therefore it is worth considering this in this publication.
The logic is simple: we use short description (preferably not more than 160 characters) and add to them any UTF characters that will improve the attractiveness of the link. To date, there are more than 100 different characters.
According to my research, Google processes these characters in 85% of cases. Yandex does this very rarely, but if you can get such an attractive snippet, then the CTR starts to grow strongly, especially for 1 page of issue. This is a huge bonus against competitors.
For example, for the request - “LED chandeliers” all sites from TOP-3 in Google use UTF symbols:
Semantic markup is a promising direction. In this publication, its use for commercial seo was considered, namely, to raise the CTR of the link in the organic search . There are no indentations in the details of the code, and there are given ready-made examples, in the form in which the user sees them, and which actually work in practice.
If the topic is really interesting, then the detailed use of one format or another can be easily studied by clicking on the links above.
Google is also engaged in this direction, an example of which is the improvement of the snippet in the main issue, which will be discussed further in this publication.
Semantic markup target
The main purpose of micromarking is to provide structured data to a search engine about a product / service or any other material posted on the page. Using semantic markup, it became possible to highlight important information on the page, to delimit and structure content by type. This is easily understood by search engines, they provide the user with exactly the information about the page that you want to convey .
Each micromarking has its own dictionary (a certain base of various commands, classes, subclasses), which it understands and is able to handle correctly. Dictionaries are quite extensive, but the entire library can be found on specialized sites (the article provides links to libraries for the most popular ones).
')
(Data for 2014)
Consider the main types of semantic markup:
1. Open Graf
2. Data Vocabulary
3. Schema.org
4. UTF characters
1. Open Graf
Open Graf is used to create an informative link for social networking. That is, it is possible to independently enter the desired text and image so that users, by clicking on a like, distribute your content in the most presentable way.
Initially, Open Graf was created specifically for Facebook, but now this social markup is supported by many social networks.
On the CMS Word Press there is a free plugin for marking Open Graf on the site pages. Many leading seo-bloggers use Open Graf. Here is one such example. Informative content is displayed when clicking on the page:
A complete guide to use can be found on the Yandex website.
2. Data Vocabulary
Data Vocabulary, far from the leading markup, is used much less frequently than its similar counterparts, but, in my opinion, it is one of the best dictionaries in its class (especially for Google), as it allows you to really highlight the snippet against the background of competitors.
Organic link in Google stands out, because already in the issue there is information about the prices of goods:
In my opinion, this is another way to increase the CTR of links in the search. A serious disadvantage that Yandex does not understand this markup.
Now the development of the Data Vocabulary format is suspended, as all efforts are directed to Schema.org , but so far Google understands this markup and handles it well.
The complete guide for Data Vocabulary.
3. Schema org
The most common micro-markup, about which there is a lot of information on the Yandex blog. I would like to particularly highlight its use for commercial seo:
a) Page Layout - Contacts for a commercial site (there are rules for filling in the same Yandex blog):
b) marking of commodity snippets for the store, which was introduced at the end of 2014.
The user is immediately given a brief information about the parameters of the product, as well as its price:
In order to view the microdata as a Yandex search robot, I recommend using the micro-mark validator .
Detailed instructions for using Schema org.
4. UTF characters
UTF characters (★ ☒) are not microdata as such, but in general, from the point of view of seo, they have the same goal as the semantic markup - to increase the CTR of the links in the search. Therefore it is worth considering this in this publication.
The logic is simple: we use short description (preferably not more than 160 characters) and add to them any UTF characters that will improve the attractiveness of the link. To date, there are more than 100 different characters.
According to my research, Google processes these characters in 85% of cases. Yandex does this very rarely, but if you can get such an attractive snippet, then the CTR starts to grow strongly, especially for 1 page of issue. This is a huge bonus against competitors.
For example, for the request - “LED chandeliers” all sites from TOP-3 in Google use UTF symbols:
Semantic markup is a promising direction. In this publication, its use for commercial seo was considered, namely, to raise the CTR of the link in the organic search . There are no indentations in the details of the code, and there are given ready-made examples, in the form in which the user sees them, and which actually work in practice.
If the topic is really interesting, then the detailed use of one format or another can be easily studied by clicking on the links above.
Source: https://habr.com/ru/post/252721/
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