Structured Data – Results from Fili Wiese

Fili Wiese is speaking at Search Elite this June about structured data. Many of us have heard about it, many of us have used it or recommended it for our clients to implement, but when did this all begin? I interview Fili, the owner of Search Brothers and Technical SEO expert, about Schema Markup.

How and when did you start using schema markup?

I started applying structured data in the second half of 2011, shortly after than leading search engines including Google announced their support for

How much have you seen an impact on schema markup? eg increase in traffic y 50%, increase in conversions by 25%?

Both traffic and conversions very much depend on the vertical, language, how much of the unique selling proposition each indexable page demonstrates, managing the user expectations of the indexable pages and a great many other factors. Suffice it to say that rich snippets can easily drive CTR by double digits though.

What would you say is the best industry to use schema and why? Eg testimonials/reviews for a restaurant or products for an online shop.

Schema should be applied to any website meant to do well in Google Search, there are no exceptions or industries better suited than others. However it is important to mark up the right content and not to violate the Structured Data Guidelines from Google.

Have you found certain countries implement schema more than others? For example do sites in the US use it more than in UK?

Positively, yes! English speaking markets tend to apply cutting edge technologies early on. There are most definitely a lot of differences in terms of how well or widely technologies such as Schema are applied.

If there is a big difference in the countries you have worked with, would you be able to expand on why this is the case.

The reason for the discrepancies are obvious. Most cutting edge web technologies originate from the US or developed Western countries. Internet penetration, bandwidth and wide consumer markets support innovation spreading in these markets. Markets with fewer revenue opportunities, such as Middle East, Africa or some regions in Asia trail behind at the moment. They will catch up however and implementing structured data early on in these markets can give an extra boost in visibility.

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