Episode 38: How to Use Schema for SEO

Schema is a topic worth exploring on its own, and that’s why we did it!

All Transcriptions are provided by rev.com – please excuse any editing afterwards we may have missed

Paul Warren:                     Hi, I’m [Paul Warren 00:00:27].

Ryan Klein:                         And I’m [Ryan Klein 00:00:28].

Paul Warren:                     And this is another episode of SEO is Dead and Other Lies.

Ryan Klein:                         Hey, Paul, how you doing?

Paul Warren:                     Hey Ryan. I’m doing great. Man, we’re really mixing it up. You’re asking me how I’m doing this time.

Ryan Klein:                         I am the other side of the table. It’s crazy over here.

Paul Warren:                     This is what it’s like?

Ryan Klein:                         This is a big table.

Paul Warren:                     So how’s it been going out there on the Seattle side of the world?

Ryan Klein:                         It’s pretty good. I was actually out in Austin for about four days and it was technically, it was hotter than Florida. It hit a hundred degrees when I was there. And I know Florida and Orlando as miserable as it is, still doesn’t hit triple digits that often.

Paul Warren:                     Yeah. Austin’s a big city for digital marketing actually.

Ryan Klein:                         Yeah. I didn’t really do any of that when I was there. It was work related.

Paul Warren:                     So, we have a really interesting episode today. We’re going to talk about something that’s technically very, very important in the sense that it is definitely important. And from a technical standpoint, it’s important.

Ryan Klein:                         I love that you have to qualify the podcast, by being like, “Yeah, believe me, this is important. This is why we’re talking about it.”.

Paul Warren:                     Listen, this is an important one. [crosstalk 00:01:32] You’re going to want to follow this.

Ryan Klein:                         I will say this is something that I probably know that, by no means, I’m proficient in it. This is something I have honestly delegated for quite some time. I did learn it hands-on much like everything else at some point in my life. But Paul, you’ve been pushing for this one for several months. We’ve been pushing-

Paul Warren:                     Years.

Ryan Klein:                         … pushing back. Not for years, no. Not that bad. We mention a few times, but you have the honors. [crosstalk 00:02:02]. What do you want to talk about today?

Paul Warren:                     We’re going to be covering schema and why it’s important, what you can get out of it, the ones that you should use depending on the situation that you have. So do you have a local website? Maybe some tips, some good info on there on how to optimize, and how to do it correctly. It’s going to be good. It’s going to be the schema episode.

Ryan Klein:                         Oh my goodness, schema.org markup.

Paul Warren:                     Bum, bum, bum.

Ryan Klein:                         That is what it is. A lot of SEOs barely know what it is. Those that do probably have used some sort of plugin the website and probably half-assed it. Maybe didn’t fill out all the required fields or at least the optional fields that are important. And we’re just going to cover as much as we think is appropriate. You know?

Paul Warren:                     So we’re going to just cover, to begin with, what it is, right? So, maybe you’re new to SEO or you’re a business owner and you’re like, “Man, I keep reading this or hearing about it or whatever and I don’t know how to do any of this stuff.” And so it really kind of goes into what structured data is. And structured data, right? Is just a way of telling Google what different types of content you have on your site so they can display it in a different way from the SERPS, for the most part.

Ryan Klein:                         That is beautifully said. Very eloquent. You’re a man of words.

Paul Warren:                     Thank you. You know, I do this for a living. Not really. I talk about- [crosstalk 00:03:30].

Ryan Klein:                         You totally do, though.

Paul Warren:                     So there’s a lot of different types of structured data here. There’s a lot of different types of schema. But there’s a lot of it that you should be taking advantage of if you want to get some good results in the SERPS. So things like rich snippets, right? So if you have an article and it’s what we call ranking in the spot zero. So it’s right above the organic rankings where it’s just giving a blurb about whatever something someone’s searching and then a link back to that site. It’s kind of answering those questions. This is something that you’re going to be able to take care of after you listen to this podcast.

Ryan Klein:                         Exactly. And I think the whole bottom line with the scheme, why it’s important, is because, you’re doing a bunch of on-page stuff and then you’re doing some simple meta. So you do on-page and search engines are crawling a page or seeing what’s up with the keywords or seeing what’s going on semantically. Maybe they’ll see a title and description but this is kind of like the 2.0. An additional way … like search engine is coming to you and saying like, “I kind of know what’s up with your page. I kind of get it. But if you were to do this additional information, I may be able to provide even more information on this page in a SERP.”

Paul Warren:                     And some of these are going to give you a little bit of a ranking boost. They can give you a little bit of a ranking boost on the local side.

Ryan Klein:                         I certainly think they can. And then if it’s on a ranking boost, it is undoubtedly a click-through boost. That is the biggest thing.

Paul Warren:                     And also, I want to just say it’s important because Google is moving away from being a search engine and it’s becoming more of just a portal to get information, right? I remember when you had to actually click on ESPN’s website to get the score of games and now Google just kind of feeds you the score right from it, you know?

Or like movie times. There’s a million things where Google is just giving that information right in the SERPS versus having to click through to the sites. And you know, that’s just kind of how it’s going to continue to be. I think it’s going to be even more so. So taking advantage of this, you’re going to at least have people see your brand, maybe click-through to get more information, but you still want to be there in the conversation and the only way to do that is to have this markup.

Ryan Klein:                         Yeah, I agree. I mean there’s definitely a trend going on where Google, like you said, is trying to provide as much information possible based off your search query where you don’t even have to click in through the website. So the point of this, and it’s going to evolve over time of course, is you’re going to do a search, how can we provide it snippets and information maybe on the side, where you’re getting the information you need without even having to click-through or take an additional step.

Paul Warren:                     Yeah. So, let’s talk a little bit about what the difference between schema micro data and structured data is.

Ryan Klein:                         Oh perfect. You have honors, my friend.

Paul Warren:                     Or JSON. So they’re just different forms, right, of markup. One of them is older than the other. The preferred now for Google is like JSON-LD, right? That’s the one that they want you to use. So if you’re going to use any of this stuff, you know, you go to schema.org and you look it up, you’re going to want to use that one to markup your site.

But basically all it is is it’s a little bit of code where you’re adding in specific information about whatever the data is that you’re marking up, right? So it could be for reviews, right? So if you want like the star snippet next to your … or the stars next to your business name in the SERPS, you’re going to have to use that to markup the pages. You’ve got to markup the reviews and tie it next to the [inaudible 00:07:05]. And that’s the only way you’re going to get that anymore is if you have the markup on your site.

Speaker 4:                           Sure. And then schema, this is used by, I’m reading, I’m not telling you where I’m reading it from because I want to refresh my memory. It isn’t just used by Google, it is used by Bing and Yahoo. If you care even a little bit, but just know that it’s not an exclusive … scheme.org organization is supposedly independent. This does feed into multiple search engines. So you are … if you do you implement schema in any form to your website, just know that it’s going to apply to not just Google.

Paul Warren:                     Yeah. Your Googles, your Bings, your Yandexes, they all use this.

Ryan Klein:                         [inaudible 00:07:44], I mean, we’re obsessed with Google. I mean, I don’t want to say obsessed, like we’re freaking creepy. It’s just that all we care about is Google based off of stats and numbers.

Paul Warren:                     Yeah, if Bing got more, I would only care about Bing.

Ryan Klein:                         Yeah, I’m curious. Have you ever looked over at Bing or Yahoo and seen how they represent schema information that’s implemented correctly?

Paul Warren:                     I’ve only used that when I’m initially I have a computer and I’m using Bing to Google Chrome, so no, I don’t know.

Ryan Klein:                         Oh yeah, that like ten second gap, where you’re starting up a new computer and you’re like, “I don’t have Chrome, yet, so I guess I have to do a search on Bing.”

Paul Warren:                     Yeah, that was enough for me.

Ryan Klein:                         And then their schema markup is like, “Why don’t you like me?” And you’re like, “This is weird schema, man.”.

Paul Warren:                     Yeah. But let’s talk a little bit, though, about some of the different types, right? And then I’ll give you an example of what you need to implement right away. So there’s creative works. So if you have articles, we talked a little about that earlier, taking advantage of rich snippets and stuff. If there’s like Q and A’s in your content, you can mark that up. And this is actually really important because that feeds into voice search, which is becoming an even bigger part of the search process.

Ryan Klein:                         And we do have a podcast specifically on voice search.

Paul Warren:                     We do, we do. So you want to make sure you’re marking all of this stuff up. If you have an event coming up, you can mark that up and then it’ll show people all that information that’s pertinent about the event. They can just Google the event name and it’ll show up right there on the SERPS, they don’t have to go through the site.

If you are an organization or a business, you want to mark that up. If you’re a local business, you want to do that. So there’s a couple of caveats with that though, you don’t want to necessarily have these on every single page when you implement this. So if you’re in an organization you want to just have the organization schema on your homepage and maybe your “About Us” page or your “Contact Us” page. And then if you’re a local business, there’s a local business schema that you can use that will tell Google, “Oh this businesses in this city.”.

There’s a bunch of other other things that you can mark up in there that are local-related. And then maybe you have multiple locations for a local business, you have five or six locations in a city, you can mark up each individual page of that location and keep the organization at just the homepage, right? That’s how they want you to do it.

Ryan Klein:                         Yeah. I feel like the schema for local is kind of like that last piece of the puzzle. Sort of for our local optimization because we’ve gone through it, we’ve talked about setting up maps. Setting up Google my business correctly. What a 100% profile looks like nowadays. Building links to the landing page it’s linking to for authority. You can even build links to the maps. We’ve talked about embedding maps. I don’t think that works, I’ve tried that in the past and I feel like the schema local is the last piece to set it over for some people.

Paul Warren:                     Yeah, I totally agree. So another one I wanted to point out to you before we get off track from that is the person schema, which is pretty neat. So if you have your own website, you can do all that markup and then it shows all the information about you right in the SERPs. Like you’re an important person, you’re a big deal, you know? It does like that.

And then there’s product schema, which will tell people pricing information about a product from the SERPs. So they can see right away … one of the biggest things that stopped people from converting is not knowing the price of a product. So there’s tons of businesses that don’t necessarily want to give out the pricing structure up front, right? Because maybe you have a service-based business and the client is worth a lot more than a smaller client, right?

So you want to quote a higher price for them. But this, gives you the ability to … you can say a price range, so like dollar signs for it, you know? So it could be like, “Oh this is like $1, this is like $3 or whatever.” Without actually giving the actual price. Sort of like when you see restaurants and it’s like, “Oh from $1 sign to like four.” You know how expensive it’s going to be to go there. So it’s sort of- [crosstalk 00:11:54]

Ryan Klein:                         Yeah, it’s going to be like, if it’s four dollar signs, most things on the menu were $4, right?

Paul Warren:                     Yeah, exactly. So four dollars is going to be very expensive compared to one, four times as much.

Ryan Klein:                         Okay. Yeah. Yeah. Not literally, I suppose.

Paul Warren:                     So I mean that’s like the difference between a Big Mac and whatever Dollar Menu thing they got there, man. Like one, you’re eating well, one you’re … actually, you’re not eating well in either of those scenarios, I guess, now that I think about it.

But getting back on track here.

Ryan Klein:                         Yeah, you got it man. Okay, go for it.

Paul Warren:                     Yeah, yeah, yeah. But so those are some of the major types of schema that you’re going to want to mark up on your site. One of the issues that I’ve always run into is that it’s not always easy to implement this if you don’t have sort of a dev or dev background to add this code on.

So there’s work arounds and stuff for this, right? And so one of the ways a lot of people try and get a workaround is they use Google Tag Manager, because Google Tag Manager is created for people that don’t have dev skills. So they can add codes and stuff to their website.

But I would like to point out at nowhere on like the instructions for Tag Manager, do they go through how to implement schema through Tag Manager. It’s because they don’t want you to use it for it for whatever reason, it doesn’t support that. They want you to either hard code it on the site, and then if you’re using WordPress, the world’s most famous CMS, there’s a lot of plugins but all of them usually need a little bit of custom work done because what they really want you to do is put the actual text of what the markup is on a page and that looks really weird. It’s just a bad user experience. So sometimes you’re going need a little bit of dev work on some of these plugins. So like, hide stuff.

Ryan Klein:                         Yeah, I’m looking here. I mean, so you’re saying that you generate the schema via Tag Manager or do you use Google’s Structured Data Markup Helper?

Paul Warren:                     No, no, no, no. You never generate it with Tag Manager. Tag Manager is just a means of getting it on your site and telling it to fire on certain pages. So a tool that Google made a while back, which was the data highlighter, is you just basically literally highlight text on your page and you tell it what it is, and then Google kind of creates that markup for you. Which is pretty cool.

Ryan Klein:                         Yeah. I’m actually hanging out right here on Structured Data Markup Helper and some of the options that it has, and I’m not sure when’s the last time they updated this, it seems pretty contemporary compared to some of their other tools. You see articles of events are really important. Events can have details such as the location and the times. Think about a festival with more than one day. Think about a tour, [inaudible 00:14:49] warp tour. I’m sure that was prime for schema.

Movies, restaurants, book reviews, job postings, software applications, data sets, and TV episodes. So think about just anything that has data that can be accessed right from a search result.

Paul Warren:                     And they have on that just says, “Data sets.” I mean, think about how comprehensive that is, you know? [crosstalk 00:15:10] A million different things.

Ryan Klein:                         And right below it, the aforementioned question/answer page, you mentioned that. And then local businesses. So that’d be something I’d definitely tink around with. And as far as the implementation … so, you’re talking about Tag Manager, right? And you’re talking about how you want certain things to fire on certain pages.

Paul Warren:                     Yeah, so I’m definitely saying don’t use Tag Manager because they don’t want you to do this.

Ryan Klein:                         So how do you go about having things fire on different pages? So like for example, let’s say … I always default to lawyers. Let’s say I’m a lawyer, right? And I have a website, and by default every single page on a website could technically have schema for lawyer.

My geo pages that are set up for my satellite offices could be set up for local businesses. And then all my blogs could technically, if they’re long and thorough, could be set up with all the articles.

So how would I go about making sure that schema fired, I guess, correctly for each one of those pages though they’re different?

Paul Warren:                     Well, I mean you have to write some rules. This all really depends on how you’re doing it. Like do you have a dev doing it, you’re doing it on the back end, right? Or … so we’ve already established, you don’t use Tag Manager for it. So you can, depending on the content type, have custom sections built out to add the snippets in there or you can, if you’re WordPress, like I said, you can get those plugins and then you can specify at the page level what you want the mark up to be. So that’s another way to do it.

So those are the two main ways. I know it seems like kind of boring and dumb, but I’ll tell you one thing that’s really cool is when you get a rich snippet, and you get that mark up, and you’re number one, and you rank number zero there. Honestly your click-through rates go through the roof for those. And it’s like saying your SEO is better than everyone else’s because you have, not only you’re probably ranking really high organically, but you also have the coveted snippet that everyone’s trying to get.

Ryan Klein:                         Yeah. And so, from your experience, and this is what kind of interests me the most about all this is that, it seems that everyone kind of does it correctly. So, for example, all right, one of them that’s very important is your aggregate reading. Being able to show reviews in a search result is insanely important because the click-through goes through the roof.

So right here I’m looking at example and it’s like schema.org/aggregaterating, which is the schema appropriate for being able to display a rating. And then you put in aggregate rating given, meaning you’re just going to input whatever number you want. It technically doesn’t pull from anything, does it?

Paul Warren:                     That’s not true. No, no, no. So the aggregate rating and the reviews are pulled from reviews that you have to collect on your site, and then you have to display on your site, on a page or location, wherever the markup is for all this to work out.

So you have to have a platform … some way of collecting reviews and then a way of displaying those reviews that are relevant to whatever that page or service is for it to pull from the aggregate data review, all that stuff. And you have to mark up each individual review as a review to show all this stuff in there to get the star rating.

Ryan Klein:                         So did they change that? Because I know for a fact that in the past we’ve had clients that just had a handful of reviews and a 4.8, and then we said that they had 400 reviews and a 5.0 and it displayed that.

Paul Warren:                     Yeah. So I think before you didn’t even have to have an individual page where they were all loaded, but they’ve really changed up how they did it. And so this is actually an issue we were running through at my current job. They weren’t able to have the star rating displayed and then we just made some adjustments to it and it fixed the problem. But yeah, I would absolutely suggest getting legit reviews, and then displaying them, and then marking up that page with the schema markup for reviews.

Ryan Klein:                         Gotcha. So it’s very popular in most competitive industries to do this aggregate rating because the click-through goes through, of course. So I’ve seen instances where the first page of search results, there’s 10 organic and then a handful of them have it and the handful don’t. But everyone technically put in the same schema markup. What have you seen in some of the reasons that people’s schema just doesn’t render or show up in results even though they technically followed step-by-step what they were supposed to do?

Paul Warren:                     I would say that while they’ve done it technically right, there’s tricks and things that would cause it not to show, right?

Ryan Klein:                         Oo, man, the tricks. This is what everyone’s been waiting for. I finally got at you. Let’s do it.

Paul Warren:                     Got it.

Ryan Klein:                         What are the tricks?

Paul Warren:                     This is actually what we were going through at my current job, right? So they have local schema on a page because they’ve got a lot of locations. And then they had the markup for those reviews on those pages, right? Tied to about those businesses, and they even had a separate page with the reviews loaded on it. But it still wasn’t working at all, none of them across the board for any location. There’s over 500 locations. None of them had any of the star rating. They didn’t have any of how much it costs, right? The price range, any of that stuff. And so we realized that you kind of have to have some of the markup live inside of elements.

So we moved it inside the local business markup itself. It fixed it in 24 hours.

Ryan Klein:                         Ooh. And then what happened? It was like across the board for all hundreds of locations?

Paul Warren:                     Yeah, everywhere. That’s right.

Ryan Klein:                         What, did your click-throughs just like double? Or did your traffic [inaudible 00:21:05]?

Paul Warren:                     No, it didn’t. It didn’t double. And interestingly, you’re getting this and Google in the organic SERPs. But the vast majority of our clients come through Google My Business. So it’s a nice qualifying thing that people see and making them feel better about it. And then they’ll click maybe on the Google My Business listing above it. But we didn’t see crazy click-throughs from it.

Ryan Klein:                         You saw an improvement though? Because there’s just no way around the fact that that five-star schema is just awesome.

Paul Warren:                     Yeah it is. And most of the locations have like four or higher star wise. So I think if it’s under 2.5 it doesn’t show at all, too.

Ryan Klein:                         Yeah because 2.5 stinks.

Paul Warren:                     Yeah, if the aggregate rating is under a certain amount. [crosstalk 00:00:21:56].

Ryan Klein:                         Who the hell wanted that aggregate displayed? That’d be a complete detriment.

Paul Warren:                     You want to take that off your site.

Ryan Klein:                         Oh yeah. Just delete your website. Yeah if that was going to stick there, it’d be done.

Paul Warren:                     Yeah. But there’s a lot of … schema is kind of annoying but it’s one of those things that if you do it right, you master it, you can really take advantage of a lot of things that Google is offering. I mean, there’s like rich cards, there’s all of this stuff that … and there will only be more things coming out in the future.

Ryan Klein:                         Yeah, they keep adding things, for sure, and I don’t really know how they collaborate with search engines and get feedback on what to add or really much about that side of things. But, yeah, if you go through them on their website, I mean, there’s tons of CreativeWorks, there’s embedded nontext objects, there’s stuff for audio object, image object, video object. I mean that could be anything. Health and medical types. Organizations, local businesses go on forever. I mean, there’s just so many tags that are on here.

Paul Warren:                     Yeah. The one that’s just coming out now. It’s pretty cool. It’s how-to schema.

Ryan Klein:                         Oh yeah?

Paul Warren:                     Yeah. And so it makes a carousel appear when people search certain how-to things and then you can click through the carousel and see different aspects of it. Of the how-to.

Ryan Klein:                         So, knowing us, okay, and pretty much our background and what we enjoy doing. If you were to hack anything on schema, not hacked but exploit, what do you think would be the first thing that you’d want to probably mess around with besides something that just rolled out right now?

Paul Warren:                     Man there’s like-

Ryan Klein:                         Is there anything that you’re experimenting with?

Paul Warren:                     That is [crosstalk 00:23:45].

Ryan Klein:                         Yeah, how-to cool. Oh, how to tie, a tie.

Paul Warren:                     I think I would look into taking advantage of the Q & A stuff they have and some of these other features that they’re just really launching and no one’s done it. So like the how-to is the perfect example of something that you can take advantage of and that no one else is really going to be doing it yet.

Ryan Klein:                         So you think that people can do a lot of how-tos for pretty much any industry? Because you can literally do how-to for any business in the history of mankind.

Paul Warren:                     Damn straight.

Ryan Klein:                         Yeah. You can be like, “How To Order Our Food Online.” Like, “How to Tie Our Shoes That Are $14.99.” I mean, I don’t know, you could go on forever, but it just seems like something that could definitely be taken advantage of and I’m looking at some of those results and it looks like people get far more impressions once you start implementing some how-tos.

Paul Warren:                     Yeah, I mean, so it’s sort of like this weird accordion slash carousel thing and no one else is really doing it yet. So you heard it here first. Take advantage of it. Start doing it.

Ryan Klein:                         Yeah, “How To Tie a Tie.” That’s been taken though. Don’t do that one. And then according the picture up top, it says, “How to be a Six-Year-Old and Get a Job at a Construction Site” according to that article.

Paul Warren:                     It’s pretty neat though.

Ryan Klein:                         And then, “How to do a Sit-Up.” So imagine if you’re in fitness, I mean, it’s just ridiculous how many you could probably do.

Paul Warren:                     This would be a rush to get all this stuff done.

Ryan Klein:                         Oh yeah. You would just do the schema for every single fitness exercise you can possibly do. Every single DIY if you’re a plumber, handyman, pest control.

Paul Warren:                     I might just do this right now, myself, you know?

Ryan Klein:                         I’m probably going to do that. I mean, we could do the how-to for anything you need done on SEO. “How to Start Google My Business.” “How to Optimize a Page.” “How to Write Content That Gets Ranked.” I mean, you can just go on and on.

Paul Warren:                     Just take it with as much SERP real estate as possible, you know?

Ryan Klein:                         Yeah, it looks like the steps … so also there’s a step name description and page URL. So that’s interesting. Find that … wow … it looks really easy. I’m just like I don’t know, how often do you see schema that is not really known to interfere with other schema, right? If you do it correctly.

Paul Warren:                     No. Because it’s just going to display whatever the SERPs going to have priority display, that’s what it’s going to display.

Ryan Klein:                         That makes sense.

Paul Warren:                     Yeah. It’s not … Google’s decided to show this markup schema for these terms and so I imagine none of them had it, it wouldn’t even show it. Right?

Ryan Klein:                         I’m going to do “How to Tie a Tie” right now. So right now you don’t even see a carousel. You see the article snippet. It’s, “How to Tie a Tie: 17 Different Ways to Tie Neck Tie Knots.” And it’s realm … who the heck realm? Real Men Real Style. Okay, cool. I read that is realm. And then yeah, I see some videos. So it’s an example of videos making a comeback a little bit more in results. Because actually, now that I’m looking at it, I don’t see too many video thumbnails as much as I used to. I do see the image.

Paul Warren:                     I see them, but they’re just … I see them a lot for how-tos. They’re definitely very prevalent in that world.

Ryan Klein:                         All right. I typed in, “How to Eat a Coconut.” Again, yeah, it’s the same kind of thing. I liked also the “People Also Ask.” That’s pretty cool too.

Paul Warren:                     I mean, I think we gave a pretty good rundown of what schema is.

Ryan Klein:                         Yeah, I think it’s kind of like one of those more visual things. You’re going to look at the code, you’re going to go on schema.org, you’re going to Google search it and you’re going to see how to implement. You’re going to look at the Google Markup Generation Tool and then it’s pretty self explanatory. Yeah, and the only thing is just kind of implementing it on the website, which is going to … what is it? It’s typically almost always in the header, right?

Paul Warren:                     Not that I’ve ever … I mean I’ve always used like a plugin so I don’t know.

Ryan Klein:                         It almost always injects into the header.

Paul Warren:                     Does it?

Ryan Klein:                         Yeah. And then we-

Paul Warren:                     [crosstalk 00:28:02] want it to fire as high up on the page as possible though.

Ryan Klein:                         Right. Yeah. The header. So, and then you do Tag Manager to verify you did it correctly. That’s really about it.

Paul Warren:                     Not Tag Manager. There’s a-

Ryan Klein:                         Tag Verifier. Tag-

Paul Warren:                     There’s a schema-

Ryan Klein:                         … tag lover.

Paul Warren:                     … Google Schema Checker will allow you to check and see if it’s working correctly. And also you can check other websites and see what schema they’ve added and you can steal it.

Ryan Klein:                         Yeah. You can go to your competition and be like, “These guys have like 15 things going on. That’s insane.”.

Paul Warren:                     Yeah. So and makes sure you use that to see if you did it correctly.

Ryan Klein:                         Yeah, exactly.

Paul Warren:                     But yeah, follow those steps. We gave you some good tips but also start implementing it. Do it as soon as you can because you’re just going to be better off for it, honestly.

Ryan Klein:                         Yeah. I mean it’s just one more thing they take advantage of, especially if you’re in-house or you’re like a Director of Marketing. If you’re in agency, you start with the most important. Like, I know that we do aggregate review because we wanted to increase the click-through. We tend to do article because we want to get rich snippet. That’s amazing. But you know sometimes-

Paul Warren:                     [crosstalk 00:29:11] if that’s the kind of client you’ve got, too.

Ryan Klein:                         Yeah, local, too. I mean those are like free ones because that’s the only ones I talk about. That’s pretty much … [crosstalk 00:29:19] and plus, I don’t work for movie theaters.

Paul Warren:                     I actually think you’ll see an increase in rankings if you do the local and local [crosstalk 00:29:27].

Ryan Klein:                         I think that’s the one. Yeah, exactly. So like the articles, click-through, the reviews are click-through, and then the local, I feel is like a little bit of an edge as far as positioning. Actual positioning.

Paul Warren:                     I’ve definitely implemented it and seen an increase in my Google Maps rankings for sure.

Ryan Klein:                         I think this is a great project. Like I said, if you’re in-house, or you’re doing your own SEO, you’re doing your own marketing for your website, or whatever it is that you do, I’d be like, “Cool, go on schema.org and see what’s out there and just literally take advantage of every single thing that makes sense for you.”.

Paul Warren:                     Yeah. Just check it out.

Ryan Klein:                         Just check it out. That’s like our tagline. [crosstalk 00:30:04] and other lies. Just check it out. At the very least, just check it out.

Paul Warren:                     Well anyways, thanks so much for listening, guys. And be sure to like, share, or subscribe. It feels weird saying that because that’s what everyone says. But honestly we want the subscriptions. It’s cool. We don’t get anything out of it. We just want it.

Ryan Klein:                         Not yet anyway.

Paul Warren:                     For egos, I guess. Yeah,

Ryan Klein:                         No, it’s cool. I mean, we’re getting a little bit of outreach. If we wrap up right now, you know the podcast only about 30 minutes, right?

Paul Warren:                     That’s all right.

Ryan Klein:                         Oh, is it? Cool. Yeah. Sometimes people don’t want to listen to this talk that long.

Paul Warren:                     It can be a shorter one. Yeah.

Ryan Klein:                         A shorter one.

Paul Warren:                     Yeah. So, thanks so much for listening. We appreciate you guys. And if you got any questions, you want to hit us up, you can send us an email at seoandotherlies@gmail.com or send us a message on Facebook or on YouTube. We respond really quickly.

Ryan Klein:                         We’re here to go over any of the topics that y’all want us to discuss. We’re more than happy to. We enjoy this stuff and even if it’s something we’ve talked about or we’ve done for awhile, it’s always good to freshen up on what’s going on out there because we want to provide the best information that we can and be as accurate as possible.

Paul Warren:                     Definitely. All right, well thanks so much for listening, guys. I’m Paul Warren.

Ryan Klein:                         And I’m Ryan Klein.

Paul Warren:                     And this has been another episode of SEO is Dead and Other Lies.

Ryan Klein:                         Take care of yourself, okay?

Paul Warren:                     Bye.

Leave a Reply

Your email address will not be published. Required fields are marked *