Welcome to a new episode of Canonical Chronicle!
In this episode our MD Ross Tavendale goes through Google two new link attributes; new feature in search console to see how your datasets are performing; JSON structured data can be inserted in the head and body of your pages and ….much much more!
Ross: 00:00 I’m sorry Ms. Jackson, I am for real.
Ross: 00:03 Welcome to Canonical Chronical episode thirty million, three hundred and two.
Ross: 00:07 Let’s get into it.
Ross: 00:08 Now back in the day there was a lot of spam in the web.
Ross: 00:16 It was kind of like-
Speaker 2: 00:17 Well, there’s egg and bacon; egg, sausage and bacon; egg and Spam;
Ross: 00:17 egg, bacon, and Spam; egg, bacon, sausage, and Spam.
Ross: 00:27 So then Google introduces the new follower attribute
Ross: 00:29 which signals to site owners not to vouch for the site they’re linking to and definitely don’t pass pagerank.
Speaker 3: 00:35 No. No, no. No.
Ross: 00:41 And for the most part, SEO’s were pretty happy.
Ross: 00:43 It kind of cleaned up the web.
Ross: 00:44 Fast forward to 2019. We now have two new link attributes to deal with.
Ross: 00:49 So Google announced rel UGC and rel sponsored attributes to signify
Ross: 00:53 the nuance of what the link is for. And most SEO’s on Twitter did not like it.
Ross: 01:00 However, assuming this isn’t going to be another authorship markup-
Speaker 4: 01:04 He’s dead, Captain. Stone dead. No pulse or nothing.
Ross: 01:07 We probably need to get on board with it.
Ross: 01:10 So Joost van de Valk from Yoast …
Ross: 01:12 he’s the guy who’s working on the core build of WordPress …
Ross: 01:16 says he’s going to be building this in to WordPress itself
Ross: 01:18 and a bunch of other big site providers are probably going to follow.
Ross: 01:22 So if it’s UGC, it’s probably going to carry a bit more weight than a nofollow.
Ross: 01:27 Just because it’s generated by a user doesn’t really mean that it isn’t genuine.
Ross: 01:31 Sponsored, on the other hand, that might also carry a bit of a positive ranking signal.
Ross: 01:37 As brands who do advertising typically have positive brand signals,
Ross: 01:40 this may actually be something that helps.
Ross: 01:44 So our prediction, normal links just got even more valuable and
Ross: 01:48 now we can eke out a little bit more value if we get nofollow links.
Ross: 01:52 One minute you do a review snippet on your SERP and the next minute you’re like …
Ross: 02:02 Well, that’s because Google are clamping down on the review schema abuse.
Speaker 5: 02:13 Do not pass go. Do not collect $200.
Ross: 02:16 In short, Google is now showing review rich results only for a clear set of schema
Ross: 02:20 types for review snippets that are non self-serving reviews,
Ross: 02:25 reviews that have the name property within the markup.
Ross: 02:28 So kind of means no catch all schema anymore.
Ross: 02:31 You need to specify the exact thing that is getting the review instead of using
Ross: 02:35 the entire website’s review on one page.
Speaker 6: 02:40 Whoop de do. What does it all mean, Basil?
Ross: 02:44 As always with schema, make sure you check your implementation with Google’s structured data testing tool.
Ross: 02:50 For all you data scientists out there, you’re going to love Google’s data set search
Ross: 02:53 that lets your people find more data sets that have the correct markup.
Ross: 03:04 Well now, you can see how they’re performing inside of Google’s search console.
Ross: 03:09 So this new report can be accessed under the enhancement section.
Ross: 03:13 It’s essentially going to show you any errors and warnings that are in your schema implementation
Ross: 03:17 and show you how to fix them.
Ross: 03:19 On a side note, if you do any data journalism or need any data sets to maybe enhance some PR campaigns,
Ross: 03:24 seriously check out data set search.
Ross: 03:26 You get all the robust features of Google search,
Ross: 03:30 but it serves you up data sets for your campaigns instead of normal search results.
Ross: 03:35 Have you ever been watching a video and then were like-
Speaker 7: 03:37 Bored, bored, bored, bored.
Ross: 03:43 Well, fear not as Google have released a new search feature called, “In this video.”
Ross: 03:48 The feature breaks up the main content of the video and highlights all of the topics in a timeline.
Ross: 03:55 It’s kind of like having a menu for all the main talking points throughout a video.
Ross: 03:59 This is a great innovation for video producers that do how-to content
Ross: 04:03 and need multiple steps to explain what’s going on.
Ross: 04:06 Google said it’s available for English language videos on YouTube only and
Ross: 04:10 if you want to get these things on your video,
Ross: 04:13 make sure you’ve got timestamped transcriptions to make it easier for them
Ross: 04:17 to pull out the correct information and display it in the search.
Ross: 04:21 Big possibilities for ranking for more long-tail inside of YouTube, but also to give results.
Ross: 04:26 Schema can be really tricky to implement.
Ross: 04:28 Does it go in the head? Is it hard coded? Can I use JSON-LD?
Ross: 04:32 Will it work via tag manager?
Ross: 04:34 All SEO’s are kind of like-
Speaker 8: 04:36 I said talk to me, damn it, or else I’m going to throw you in the fire.
Speaker 9: 04:42 You stupid bitch!
Ross: 04:42 Well, fear not as John Miller has come up with the goods
Ross: 04:44 and confirmed that Google will honor JSON-LD in the body of a document containing your markup.
Ross: 04:51 So if you’ve got a less than optimal tag manager implementation
Ross: 04:54 and end up putting your schema in the body instead of the head, don’t worry.
Ross: 04:58 You’re still safe. Google’s going to read it and give you the right snippet.
Ross: 05:02 That’s everything for this week’s Canonical Chronicle.
Ross: 05:04 We hope you’ve liked it. If you have, please do follow us on social.
Ross: 05:07 And until the next time, we will see you later.