Structured Data: SEO Mythbusting – What Google Wants

Structured Data: SEO Mythbusting – What Google Wants

Structured data formats are rules that standardize the structure and content of a webpage.

Google is asking all of us to surface structured data to their crawlers by marking up our HTML with RDFa and Microformats.

Google’s John Mueller made it clear that Google preferred JSON-LD structured data.

Wow unless you are super technical this is all mumbo jumbo. “schema markup” and “structured data” WTH….

It sounds and looks complicated, but it is something anyone can learn to do.

So what does this mean and why should you care?

Basically Google wants this, and if you want your site to rank somewhere inside hte first 10 pages then, you has better do what Google wants.

After all just doing this can give you a significant SEO boost and also increase your rankings.

Most people simply put human readable dat on their site – this looks great but it makes it harder for Google to find and crawl.

This markup makes it easier for Google to know what hte page is about without guessing

Check out this code direct from Google

You would do that by using this markup:

So for example you have a receipe page 

The markup you could use is


    <title>Party Coffee Cake</title>
    <script type="application/ld+json">
      "@context": "",
      "@type": "Recipe",
      "name": "Party Coffee Cake",
      "author": {
        "@type": "Person",
        "name": "Mary Stone"
      "datePublished": "2018-03-10",
      "description": "This coffee cake is awesome and perfect for parties.",
      "prepTime": "PT20M"
  <h2>Party coffee cake recipe</h2>
    This coffee cake is awesome and perfect for parties.



This looks complicated so to help you out Google has created the Structured Data Mark-up Helper so web masters can add schema mark-up to their sites easier.



SEO changes rapidly, what ranked a site quickly one day may not work the next. Especially if these are blackhat methods.

Google recognizes this so have put together a channel to help webmasters find out What Google Wants.

One of these channel that Google has created is called SEO Mythbusting. 
Below is a video from this series
Under this video is the transcript from the video so you can follow it if needed.
In this bonus material from the filming of last week’s episode (Googlebot: SEO Mythbusting), Martin Splitt (WebMaster Trends Analyst, Google) and his guest Suz Hinton (Cloud Developer Advocate, Microsoft) dive into the topic of “new microformats”: structured data!
Documentation mentioned in this episode:
Intro to structured data →
Overview of supported structured data in Google Search →
Structured data testing tool →
Rich results rest →
Rich result status reports →



is one term that I’m

going to mention
to you just based

on this is the reason why
I had to submit the URL

to be re-indexed.

And that’s microformats.


All right.

we talk about–

are they still a thing?

I haven’t really had to do
a lot of SEO optimization

for a while.

And I knew microformats
was such a huge thing

because let’s say you’ve
got a product page

and it has reviews
on it and you want

to show the little stars and all
of that kind of rich content.

And every time I made a
tweak and we deployed,

I would have to then submit
to get re-crawled and see

if the results got more written.

And that was definitely a
very slow feedback cycle.


what is the state?

Is microformat still a thing?

And are there better resources
out there right now for us

to be able to pull
that rich content out?

going to be very happy.

And we have much better things.


are still a thing.

But they are now
called structured data.

SUZ HINTON: Structured data.

are using JSON-LD, so

JSON for Linked Data.

SUZ HINTON: Yeah, this
is all new terms to me.


And you probably used
literally the microdata

attributes in HTML.


Yep, exactly.

Yeah, we were using them.

And they were very hit and miss.


SUZ HINTON: It was very easy
to just mess up one tiny thing.

And the validator
didn’t catch it.

And then the stars
would disappear.

And we’d be like [GASP].

have moved on from there.

SUZ HINTON: OK, that’s good.

MARTIN SPLITT: So there is now– is an open source

organization where people can
submit or discuss or change

or do stuff with
the semantic data

that they want to
put on the web.


that’s participating–

there is much more
semantic data out there

than we are supporting
in search results.

But a bunch of it is supported
in the search results.

So for instance, if you
have an event that we want

to have showing up
with the location

and if you can get
tickets and who

is the performer and
all that kind of stuff–

if you have a recipe
where you might

have an image or the
instructions on how to make it

or the time it takes
to make it and reviews,

how nice this recipe might
be, articles, books, and TV

series, all sorts of things,
we have documentation on that

specifically as well.

If you go to,

you find all the
supported types.

And they show up nicely
in the search results.

So you get a little
preview picture.

And then you get the stars
and all that kind of stuff.

SUZ HINTON: Oh, this
would have been amazing.

MARTIN SPLITT: It’s fantastic.

And it’s JSON.

is so much easier.

script tags with JSON in it.

It’s so much easier.

SUZ HINTON: It’s just not
little meta attribute things?

MARTIN SPLITT: Correct, yes.

So you have your JSON block.

And we have what’s called the
Structured Data Testing Tool.

That is a little dated by now.

But it supports– generally,
basically everything

that we know of shows up
as either valid or invalid.

And then we have the
Rich Results Test,

because the Structured Data
Test, while being very generic,

is also not very specific
to what you want to achieve.

You want to probably achieve
the nice little stars showing up

in the search results.

This is what we
call rich results.

And there’s the Rich
Results Test for it.

And that even
gives you a preview

of how that might look
like in the search results.

There’s no guarantee
that it does

look like that in
the search results

because people have been
using it to spam stuff, like–

SUZ HINTON: Yeah, true.

a bazillion reviews.

And then we’re
like, yeah, you just

have some JavaScript
generating fake reviews.

That’s not really–

SUZ HINTON: Well, how do
you actually use the tool?

Because I remember you used to
have to dump your entire HTML

file in there.

[? don’t. ?] [INAUDIBLE]

SUZ HINTON: And if you
did it too many times,

you got timed out.



doesn’t happen anymore.


That’s pretty exciting.

you have two options.

You can dump a URL
in it, which is nice.

And you can even use ngrok or
something if you have a local–

could do local host?


this is very fancy.

you can even also

still do like you dump
your HTML in there.

We execute the JavaScript.

So if you’re using JavaScript
within that code dump,

that’s fine.

SUZ HINTON: Oh, wonderful.

you’re running it– yes.

And you can basically
live debug as you type.

You press a button and
it goes like, nope.

And you’re like, oh, damn it.

And you get the feedback here.

And it’s like, missing
performer for your event.

And I’m like, OK, sorry, sorry.

And you write it in.

And then it reruns it.

And you’re like, OK, cool.

This is what I want.

And I can take it
back to [INAUDIBLE]

SUZ HINTON: That is awesome.

yeah, we have that tool.

We have Search
Console that gives you

a live view of what
happens on your page,

also for structured data.

Yeah, microdata is not
that much of a thing.

But the structured data
is still going strong.

SUZ HINTON: Well, it sounds
like it’s come a long way.

That’s very exciting.


SUZ HINTON: If I’m ever
working for a large retailer

ever again, then I
feel like I got this.

MARTIN SPLITT: If you have a
blog, add the article markup.

You might get [INAUDIBLE]


I’m going to look at
the schema for that.

That would be like
author and stuff.

MARTIN SPLITT: And other sources
might pull the data as well,


It’s an open source format.

So theoretically,
voice assistance

could use it as well.

So just imagine if
you have a recipe blog

and then you stand
in the kitchen,

go like, hey, assistant
thing– whatever

it is, whatever company
you’re choosing.

There’s a variety of
options these days, right?

And then the thing goes like
yeah, Martin’s apple pie.

First step– take some
apples and peel them.

And you’re like oh,
OK, fair enough.

That can come from the
structured data as well.

So that’s pretty cool.

SUZ HINTON: That is really cool.

I didn’t even think
of those use cases.

I just always thought
about search results.




Product Quick Editing

Product Quick Editing

Video Instructions

The Camtasia Studio video content presented here requires a more recent version of the Adobe Flash Player. If you are using a browser with JavaScript disabled please enable it now. Otherwise, please update your version of the free Flash Player by downloading here.

Product Quick Editing

products side

You can quickly edit a few of your products main details in the Products Dashboard

You can do this by click on one of the products fields and editing it directly inline

The field wil lthen let you enter in a string of text / numbers

The fields you can do this for are:



PRICE – Numbers Only

QUANTITY  – Numbers Only

STATUS – Enabled / Disabled

product quickedit

Once you have completed editing the products on the page you need to click the ‘Update Selected’ Button which saves your changes

products update

4 Tips for Making Better Facebook Video Ads

4 Tips for Making Better Facebook Video Ads

There is no better time than now to begin a Facebook Video Ad campaign. Although there’s still a place for traditional advertising, the tide is quickly turning towards a new, innovative, laser-targeted form of advertisingFacebook!

Place your strongest images at the start

Facebook video advertising is a different kettle of fish compared to TV, YouTube or billboards. You’ll need to grab the viewers’ attention almost immediately, and if you don’t, they’ll simply scroll straight past it and onto the next post in their newsfeed.

So, place strong, eye-catching images at the start so people will be enticed to watch the video. Users typically won’t spend long deciding on whether to watch it or not—a few seconds. Therefore, you need the images to have a particularly strong pull.

Prepare for silent viewing

As Facebook video ads are automatically scheduled to auto-play without sound, the majority of people will keep it that way. This means you’ll need to construct your video in a way that conveys the message you want it to, even if the viewer is watching it in silence.

Usually, a story-type narrative performs well, as the viewer will recognize what is happening, but will watch the whole video as each set of words should lead them to the next. You want to avoid giving all the information in one serving, as you want to keep the viewer engaged. Also, remember to place a CTA at the end!

Perform frequent testing

This one is hugely important because if you neglect testing, you’ll fail to figure out what works and what doesn’t. On Facebook, it is incredibly easy to tweak aspects of your ad, but if you don’t test regularly, you may end up wasting your budget on a campaign that isn’t claiming views.

A good idea would be to create two versions of the same video, so you can directly compare their performances. However, as we’ve just mentioned, keep testing to avoid eating away at your budget.

Don’t make the video too long

It’s crucial that you create a video that falls into an optimal length bracket. Ideally, you should make it around 30 seconds long, as this is what produces the best engagement. Of course, slight leeway either side is acceptable, but you should preferably make it shorter rather than longer.

After all, people love to scroll, scroll and scroll on Facebook. Very few people will stop and watch an advertisement that it is a minute long. Just ask yourself – would you watch an advertisement that took up that much of your time on social media?

Product Quick Editing

How do I create a sale / special?

Video Instructions

The Camtasia Studio video content presented here requires a more recent version of the Adobe Flash Player. If you are using a browser with JavaScript disabled please enable it now. Otherwise, please update your version of the free Flash Player by downloading here.

Creating a sale / special?



To view products click on the toolbar tab and select Catalog and then Products.


products side


Products Dashboard

This opens up the Product Dashboard where you can see your current products, add / edit / delete products


productsarea products




Add New Product

product buttons


To add a new product you have two options

1) Insert a new product

Lets you enter in new product data from scratch

2) Copy an existing product:

This copies an existing product that you select. You can then modify it with the new product specific data.

This is ideal for creating similar products to one you have already set up. just remember to change all the relevant details


Clicking ‘Insert’ / ‘Edit’ brings you to the product screen


Towards the top of the screen there are a couple of different tabs.

product top tabs



Special Tab


product top tabs


Special prices change the value of the product price to the new special price. Specials for a customer group will display the special price only if the customer is logged in as that group.

Click the ADD SPECIAL Button, then optionally select a customer group you want this special to apply to.


If you will offer multiple specials and/or discounts, enter 1 for this to be applied first, 2 for this to be applied second.


The price you want the customer to see.

Date Start

When you want this special price to appear.

Date End

When you want this special price to disappear.


How many more products can I load?

How many more products can I load?

Products Page

admin > Your products opens the Product page area
This is where you can see all the products currently loaded to your store
Products Left
Towards the top you will se the number of items listed in your shop and how many more items your plan will allow you to list.
If you need to go over this limit contact us and we can upgrade you to the next plan
productsarea control
How do I logout?

How do I logout?

To logout you can click on the link at the top of the page
dashboard top
Support Site = Go to our support site
Logout = Logout securely
Store Front = See the front end of your store