Search - Drive organic click-through

This tutorial introduces developers to Search Engine Optimization (SEO) concepts for clients using the API which can improve your rankings in search engines.

When shoppers search online, they look for validation from a variety of sources.  Ranking naturally in search is tough because it requires a constant stream of stories, data, and authentic, authoritative content that drives click-through.  You also need to ensure you augment your search results by trying to acquire 'snippets' that indicate your value.  These snippets draw the eye to your search result and promote you in a crowded sea of competing for content.  Let's show you how to drive acquiring traffic via search results and BRAND reviews.

Schema. org and your SEO

Schematic data is structured metadata that helps search engines return relevant results. ResellerRatings deploys out as it is widely accepted and easily processed by multiple search engines, including Google and Bing.

It's also easy to understand and straightforward to implement.  When we mean 'metadata', we mean, gives search engines a way to understand your source code and content better.

Think of it as 'tagging' structural or data elements within a page.

Types of Structural Tagging for Trust Data

There are three main structural schema's that your storefron should tag.  

  • Reviews
  • Ratings
  • Aggregate Ratings
  • Products

Furthermore, each of these 'categories' can be tagged in three different formats.  Microdata, RDFa, and JASON-LD.  Choose which way works best for you.  For output or injection on our side, we tend to use Microdata formatting but it depends on what you are comfortable with your particular tech stack.  

The Result

Doing this properly allows you to reap the benefits below - for example, here is a product review with data in it.  The rating for this item is aggregated and displayed with a beautiful search result.  

General Steps to adding structured data

Structured data is a standardized format for providing information about a page and classifying the page content. If you're new to structured data, you can learn more about how structured data works.

  1. Find a page you want to add structured data to - testimonials, products, etc
  2. First of all, add the required properties. Depending on the format you use (JSON LD, Microdata) - how you insert the structured data will be different.  Based on the format you're using, learn where to insert structured data on the page.
  3. If you're using a CMS like Shopify, Magento or dont' have developers - a plugin may work much better.  
  4. Follow the guidelines which can change depending on what you're implementing.
  5. Validate your code using the Rich Results Test.
  6. Deploy test pages and check your structured data, or alternatively, copy and paste code generated in your dev environment with use the URL Inspection tool to test how Google sees the page.
  7. Be sure that your page is accessible to Google and not blocked by a robots.txt file, the noindex tag, or login requirements. 

    How to test