One of the hottest and hottest topics among web-programmers and owners of Internet resources today is seo-optimization. In order for the site to get on the first pages of Yandex or Google search queries, it is necessary to carry out tremendous work on its creation and promotion.
What is semantic markup for?
You can adapt the resource for an ordinary user using relevant and interesting content. But in order for the user to be able to find this resource, it is necessary to optimize the site for a search engine. How to do it?
A search robot, unlike a person, cannot recognize what is being discussed on the site without certain prompts. He analyzes the content, reveals certain patterns, defines keywords, but, having no human intelligence, he cannot understand the meaning of what is written. To simplify his task, the programmers came up with semantic or micro-markup for Yandex and Google. Just as hypertext tells the machine what to place where, semantic markup explains who or what the resource is about. Thanks to this understanding, the site ranks better among competitors and is more likely to get to the first lines of search queries.
Semantic markup example
Micromarkup of "Yandex" and Google is especially effective in promoting commercial sites offering goods and services. The following example will explain it most clearly.
It is necessary to create microdata for a business card website for the provision of hairdressing services for dogs. It will look like this:
- itemtype - BarberShop, - name - hairdresser for dogs.
The first line specifies the area of the site, and the second - a specific object. A page with such a script will appear higher on the search ladder than a similar one without it, since the search engine will consider it more relevant to the concept of “dog hairdresser” and not just “hairdresser”.
Micro-markup created using Yandex. Webmaster allows you to specify many parameters - points of sale, opening hours, contacts, a brief description of a product or service, and much more.
Where is semantic markup used?
More and more resources are striving to provide the user with high-quality processed material. The closer in meaning it will be to the desired one, the more efficiency it will bring to the site. Therefore, micro-markup is actively used today:
- Commercial sites to promote goods and services.
- Online reference books and encyclopedias for the formation of multi-level links betweenarticles.
- Social networks for detailing profiles, events and other content.
Single Standard Schrema.org
The creation of semantic markup led to the need for a single standard for all search engines. They became the micro-markup "Yandex" and Google - schrema.org. It simplifies the process of creating a short description (snippet) that we see when a page is displayed in search results. This information can include important information about the site that will help the user decide whether or not to go to this page.
By the way, the number of elements and dictionaries in schrema is huge, so it can be used for sites of almost any subject.
Open Graph Standard
In addition to Google and Yandex search engines, micromarking of goods, services, multimedia and information content is also required for social networks. For them, Facebook came up with a single Open Graph standard. This markup allows you to control how the site will be presented in the news feed of the social network. And today you can create beautiful links with it not only on Facebook, but also on Google+, VKontakte, Twitter. For a beautiful display of the latter, by the way, Twitter Cards are also used.
Which micromarkup to choose?
In fact, when ranking a site, neither "Yandex" nor Google give any standard more preference. The classic use case, schrema.org, is the most complete,modern and actively developing.
Micromarkup Dictionaries
We have determined what Yandex markup is. How can I make it show the right information? For this, such a concept as a microdata dictionary is used. It is a set of elements, tags, and syntax that draws the attention of a search engine to something.
Each standard has its own dictionaries and elements. Schema.org has several key vocabularies with their own huge hierarchy and display types. For example, the Thing dictionary allows you to represent information in 3 main properties:
- alternateName – for an alias (alias) of an object;
- description – for a text description of the object;
- image - for an image or a link to it.
Or the Good Relations dictionary, which will be especially useful for online trading platforms. It allows you to post data about prices, places of purchase, availability, etc.
FOAF Dictionary - micro-markup of Yandex and Google contacts. This is a questionnaire that you have filled out millions of times on various sites - your name, coordinates, social network page, mail, date of birth, etc. This knowledge will allow you to persuade the user to click on the link, offering him something that may interest him. Thus, the site can increase traffic.
For a detailed description of audio and video information - artist, album name, duration - the VideoObject micro-markup is used.
There isalso markup for email messages that allows the user, without going to another page, to agree to a meeting or leave a comment under the article, for example.
What is a validator
Any promotion on the Internet requires a thorough and in-depth analysis of effectiveness. You can check Yandex markup using a validator, software that recognizes metadata on web pages. Documents of any format can be validated - HTML, XHTML, RSS, XML, in any language.
Verification of "Yandex" microdata is carried out by any validator that supports Schema.org formats, HTML microdata, Open Graph, RDF.
How to check Google microdata
There are several ways to find out how structured your site's data is in Google search. For an advanced user who is fluent in the hidden settings of Google webmasters, the Rich Snippet Tool, available only by link, will do.
Another way is to install the Seo by Yoast plugin. It is easy to use and will be available after installation in the webmaster's top panel.
Third way - on the Google Developers website, select "Other Resources" in the toolbar, click on the "Structured Data Validation Tool" button and specify the html page you want to check. When the robot calculates the given script, you will receive a detailed report with errors, if any, and explanations for them.
How to check microdata"Yandex"
With this search engine, things are somewhat easier. The Yandex markup validator is located in webmaster tools, in the “My Sites” tab. Here you need to click the “Check markup” button and enter the website URL, and the validator will start calculating errors. After a few minutes, you will receive one of three response options:
- Micromarkup not found.
- There are mistakes.
- Micro markup fully complies with the standard.
When does information about incorrect markup appear?
"Yandex. Webmaster" - a microdata validator - displays an error message in two situations:
- When it doesn't recognize markup.
- When micromarking does not meet the standard.
In any case, the program will give error details, which can be used to judge which required fields in the markup were omitted or which attribute was omitted.
May also give a message - "page cannot be loaded". It indicates a server error or a non-existent page.
If "Yandex" microdata was executed with an unknown error or you don't know how to fix it, you can always ask for help from "Yandex. Webmaster".
After the validation is completed, the new markup will appear within 2 weeks.
How does microdata affect website rankings?
You marked up your resource according to all the rules, and the Yandex markup validator showed that everything was done withouterrors. How many points will your site climb up the search ladder?
Semantic markup only indirectly affects the relevance, and it is impossible to name the exact number of positions it will raise the site to. However, micro-markup is one of the key factors influencing user attention. An interesting and attractive snippet will bring more visitors, and the position of the site will grow. The rest will depend on the content and relevance of the resource.
Benefits of micro markup
In addition to the visibility of the resource, micro-markup significantly increases the weight and quality of the site among competitors. The following markup benefits are worth highlighting:
- It increases the credibility of the search engines, it is easier for the search robot to highlight the main elements of the page, which means it becomes easier for them to index us. If we describe this process in a very simplified way, then we can say that the search engine is pleased that we open the heart of the site, our inner secrets, to him, and his confidence in us increases.
- In the eyes of the consumer, sites with snippets look not only more noticeable, but also of better quality. Accordingly, such resources are clicked on more often, which means that the CTR in the SERP or clickability increases.
- The owner has a unique opportunity to show information that will be noticed even if the user has not gone to the site.
- Snippet information can always be changed without affecting the resource's position in the list.
But, of course, with SEO promotion, you should not focus only on the development of microdata. Extremely important,have useful and unique content, but not only. There are many more factors that affect the site's increase in the ranking of Yandex and Google search engines.
Other ways to promote your site
Internal promotion, which includes Yandex and Google markup, has several directions:
- using keywords in the domain and site headers;
- presence of keywords on the page itself, their uniform distribution throughout the text, location in subheadings, tags;
- correct error-free HTML markup (verified using Yandex Webmaster tools);
- the presence of mega tags (keywords, description, etc.) that indicate the essence of the page to the search engine;
- relinking - i.e. links to other pages of the site;
- a simple site structure that allows you to click to move to the main page;
- memorable and clear design;
- work with social networks, the ability to recommend information you like to others;
- availability of a sitemap;
- unique, interesting and regularly updated content that is useful and relevant to the reader;
- optimized CMS for fast and error-free page loading.
In addition to internal promotion, work must be done with external factors. A web programmer must regularly monitor whether links to the site are displayed on other resources, how weighty and authoritative this link mass is (this process is determined using thematic andweighted citation indices). One of the ways of external quoting is also the placement of advertising banners of the resource.
According to recent research, one of the most effective ways to promote is to discuss or mention the site on social networks. The search engine sees the active movement of this information and perceives it as relevant and in demand, thus increasing the rating of the resource.
For online stores, it is effective to use comments and customer reviews, both on the site itself and on thematic forums, portals with reviews, etc.
Instead of a conclusion
Promotion online is a complex multifaceted process that requires intensive work on various external and internal factors. It cannot be said that any of the above methods is absolutely correct, and it is he who will bring your site to the top. To be on the top lines of search queries is possible only with complex work on all aspects of seo promotion, in particular, a huge role should be given to micro-markup.
It is very important to convey to the search engine that you are trying in every way to simplify its selection and do this not only for the sake of a high rating, but also for the convenience of the user, more precisely, first of all, so that a person finds this information on the net.
"Yandex" and Google are directly interested in the user receiving the necessary information, which means that the more loyal your resource is, the more likely it is to take a place in the top.
It doesn't matter which markup you use - OpenGraph,schrema.org or some other, the main thing is that it is executed without errors and highlights the key points of the resource pages. Regularly check it with a validator, conduct an in-depth analysis of every aspect of your activity, and then you will get great results!
