Jonny Ross of Fleek Marketing gives us a run through of practical tips for successful schema deployment on your website. We also cover a great deal of information regarding citation strategies. Learn about entity definition and the slew of tools out there to make your structured data grooming easy on this episode of the EDGE. Be sure to check out our first episode with Jonny Ross as he covered the basic of structured data.
[00:03:53] How do we measure the successful deployment of schema on a site?
[00:09:40] Linking to sources: the most important piece of schema
[00:13:25] Your schema citation strategy
[00:15:06] The Interview Series Title Sponsor: Site Strategics
[00:17:30] Inlinks as a great schema delivery tool
[00:19:55] New products for engineered by SEOs
[00:22:27] Sponsor for EDGE of the Web: Wix
[00:22:58] Wordpress plugins for schema
[00:26:02] Defining entities. Strategy inside the schema
[00:30:02] Wikipedia is very Americanized
Mordy’s back with the EDGE team as we go through a number of great news pieces this week from Search Engine Land, Search Engine Roundtable, TechCrunch and Search Engine Journal. Had a fun time listening to Mordy’s analogy of echo chamber quality content - let’s say he did a crappy job explaining it (27:20 mark if your interested).
[00:05:21] Big Changes coming for Featured Snippets
[00:13:14] Universal Analytics’ Real-Time bug will remain, another reason to go to GA4
[00:16:53] EDGE of the Web Title Sponsor: Site Strategics
[00:18:49] What do scammers do when they grab up a popular domain
[00:23:55] EDGE of the Web Sponsor: edgeofthewebradio.com/inlinks
[00:25:18] Thousands of responses state that Google Search is worse.
[00:26:34] This Week’s Poll
#StandwithUkraine edgeofthewebradio.com/ukraine
THE Barry Schwartz joins the EDGE team and kicks Mordy out of his seat this week to cover the digital marketing news that is happening. Covering Search Engine Roundtable (of course), Search Engine Land and Marketing Brew news, Barry unveils his true intentions. Check out our Twitter Poll to find out! Lastly, explore with us our first “Barry Moment” here on the show. [00:05:52] Google rolling out conversion migration tool for Google Analytics 4
[00:11:17] EDGE of the Web Title Sponsor: Site Strategics
[00:11:43] U.S. search ad revenue grew 33% to $78 billion last year
[00:17:09] EDGE of the Web Sponsor: edgeofthewebradio.com/inlinks
[00:18:16] Spotify’s acquisition of podcast analytics firms has some in the industry concerned
[00:23:50] Our Barry Moment
[00:24:20] Highly cited labels in Google search
[00:25:34] Trusted Store Badges
[00:27:47] Google has done over 800,000 tests last year on Google Search Alone
[00:31:22] This Week’s Poll
#StandwithUkraine edgeofthewebradio.com/ukraine
Jonny Ross, the founder of Fleek Marketing, joins the EDGE to provide foundational information about structured data via schema. We cover what it is, what it means to search engines, and the value you of schema deployment for visibility. Is schema a ranking signal? We answer it on this podcast.
[00:09:38] What is schema?
[00:13:54] Benefits of schema: knowledge graphs, rich snippets
[00:14:00] The Interview Series Title Sponsor: Site Strategics
[00:17:33] Organization and authority for brands
[00:24:15] Schema is not needed for rich Snippets, but why not grease the wheels
[00:25:25] The opportunity is there.
[00:26:05] Does schema affect ranking search engine ranking?
[00:26:13] Sponsor for EDGE of the Web: Wix
[00:028:17] Structured data: Apply common sense
The EDGE team tackled this week’s news with gusto and a bit of exhaustion, actually. So much to cover and so little time. We’ve got a Facebook study from Search Enge Land, Google algorithm volatility from Search Engine Roundtable and discussions about individual Google algorithms in niche industries. Let us know what you think on this week’s Poll and be sure to RateThisPodcast.com/EDGE.
#StandwithUkraine edgeofthewebradio.com/ukraine
Is Google wanting to see a Google-shaped web?
There is a huge debate swirling around the Google AMP over the past 5 years. Proponents and detractors of the Google-centered mobile framework have positioned themselves with steadfast resolve. The mobile news visibility on the search engine result pages were exclusively AMP sites until just last year, to much animosity. With the recent unredacted memos found through a recent antitrust lawsuit in Texas revealing inferred manipulation against advertising networks with the AMP framework, there’s a rekindling of the debate. To AMP or NOT to AMP….that is the question. And this is The SCRUM!
[00:00:46] Introduction Barry Adams and Jono Alderson
[00:05:09] History of Google AMP
[00:06:26] When AMP was launched, it was flawed (Jono)
[00:09:20] Mobile is the primary source of traffic to news publishers (Barry)
[00:12:18] Google wanting to see a Google shaped web.
[00:13:21] Google is not overreaching (Jono)
[00:16:26] Is the lack of control of your website the currency to play in the Google Sandbox?
[00:18:34] Google is increasingly violating the social contract (Barry)
[00:19:07] The SCRUM 2 Title Sponsor: edgeofthewebradio.com/AWT
[00:22:36] Was this just a money grab?
[00:23:24] Google fumbling a product launch again (Jono)
[00:28:16] The surge of new, non-AMP visibility when Google removed AMP requirements for the news carousel.
[00:32:25] Google is helping business build performance driven sites (Jono)
[00:36:06] The slippery slope of Google’s content curation
[00:40:50] A model for content licensing?
[00:43:27] Lawsuits is the only language Google understands? (Barry)
[00:45:45] You can't site on the sidelines and complain (Jono)
[00:51:19] The relationship with the SEO community is so combative (Jono)
[00:52:51] There have been some congressional hearings that were just cringe-worthy (Barry)