hello and welcome to this week's schema app coaching call my name is Martha van
Berkel and I'm the co-founder of a schema app and I'm delighted today to be
going through with you about reviews everything you can think of about
reviews so that you can do reviews with confidence so let's go ahead and get
started just a couple small things to remind you you can ask any question in
this coaching call and you can do that by going to the chat window and entering
your question I'll take pause at certain times
throughout the presentation to answer your question and no questions out of
bounds if I don't know the answer then I'll find you the answer afterwards the
format of today's call is but the first half is going to be a training again
today we're going to talk about reviews and sort of what to focus on there and
then the second half is is open question and answers we're also going to go over
some of the things that we announced this week so the advanced wordpress
plugin as well as talk a little bit about our Shopify plugin but really the
intent is is to sort of have this as a resource for you to ask your questions
and really get you trained so that you can do great schema markup so without
further ado let's jump in and talk about reviews
so with reviews they have updated the documentation Lane will go and have a
look at that we're going to delineate between critic review and review
snippets and then I'm going to walk us through the guidelines and there's some
specific guidelines around specific guidelines specifically around in a
local business that we want to be kind of cognitive of and then I'm going to
get into ski map and show you some examples and then I'm going to show you
the new ratings widget that was just released as part of the advanced
WordPress plug-in and then we'll switch to Q&A so ask your questions as we go
through and then we'll talk a bit about what's newest schema app and what's in
the works so let's first delineate between critic
reviews and review snippets and as I was reading through like it's not obvious in
the documentation what they're talking about here but a critic review is really
where it's a snippet from a longer review article so think of this as like
newspapers reviewing things or maybe there's like a long reviewer of plug-ins
for example or so for us like neil patel did a critic review of us around us
having the best wordpress plugin so critic reviews are really where you're
kind of taking it from curated or a published article and then sort of
quoting that sort of about your product or your service review snippets which is
where i think is more common is is really where it's talking about a review
and a rating associated to a local business or also like a book a movie a
creative work or a product or a service and today we're going to spend most of
our time talking about these reviews snippets and some based on the questions
i've had from you and other customers is that this is were sort of its top of
mind and so we'll kind of dive in specifically around the review snippets
maybe like well Martha where are you pulling this from and I'm actually
pulling it directly off of the Google search documentation so again if you go
to the structured a documentation and then under the featured guides you'll
see here they talk about the reviews and the different kind of reviews where
they've updated on this pages they've now put all the critic reviews at the
top here and you can see how the critic reviews are going to start pulling in
sort of those quotes as well as sort of a rating and then sort of where who the
author is and we it was published and so this is sort of
where we're seeing that evolution of local business movies and books evolve
with critic reviews and Google spending some more time sort of talking
specifically about that. Let's also talk about review snippets. Now people
often email us to say like I've done all the markup but I'm not getting the rich
snippet and Google is very clear in their guideline that they MAY show a
rich snippet. You'll hear me use the words often it will contribute to
getting a rich snippet or a knowledge car etc. Now the review snippets today
are for local business, movies, books, music, and products. And products they
very much delineate that its products and not services as of yet. And so
something to think about sort of as you build your strategies. The guidelines are
pretty clear so one is obvious things like don't use vulgar language in your
reviews that you're sort of capturing. But one of the other ones is
that you know for aggregate views: must supply an average rating in order for a
rich snippet to display. This is really saying, in order to get a rich
snippet you need to actually make sure that the aggregate review has that
average rating. So aggregate review is really that main thing that you want to
call out in order to get that rich snippet. You have to clearly refer to a
specific product, service, local business etc. I like that they hear call-out
service meaning that in future they might start showing the Rich Snippets
for services. And then here's one of the things that is so so important. The
review and ratings have to be visible on the page. Now in the last couple months
we've seen the number of Google penalties escalate and it's all been
because the review information hasn't been clearly displayed on the page and a
clear link as to where you find that information.
I'll show you example actually let's just jump there right now so this is an
example we use often it's actually off of our WordPress page so it's a product.
And you can see here we're saying sample reviews from wordpress.org and then this
is a link so we're being very very clear that these are reviews from
wordpress.org about the structured data schema markup wordpress plugin. You know
we're showing the stars. You know what the actual aggregate
rating is and then there's a sample of like four pages with sample reviews on
there. So you want to sort of again be explicit about the content and making
sure that it's all really clear there. The other thing they want is a single
reviewers name needs to be valid now there call here that they don't want to
see things like you know from best five stars or our customer and in schema
markup you could just name the person. If you only have Paula B then
put Paula B, if you have the actual person's name you want to put that in
there. And then the default five-point scale so Google is always going to
assume it's a five-point scale unless you specify otherwise and I'll show you
in our example how you specify that specifically and you can specify let's
see if it's on a ten-point scale by saying the worst and best rating. Now
there are some specific guidelines for local business and there's one that I
want you to especially take note of. So the ratings here must be sourced
directly from users. Here it is saying don't rely on human editors to create and
curate your ratings. But here's the last one and this is one that were you know
we'll see sort of how they start. I'll say sort of cracking down on this with
the penalties. So the sites must collect ratings information directly from the
users and not from other sites. So again this is only for local business, not for
products, so the example I showed you where we were showing ratings from other
sites is okay because it's a product. But for local business they're saying they
really want that those reviews to be specifically about the local business
and owned by them. And so as you think about the local businesses you work with,
when you actually think about how we ensure that those ratings are being
collected one and that it's not just reviews .So I tend to always want to
collect testimonials which is what would be a review. So review think of those as
the words and then the rating is the number. And so if you're building a
review and and strategy for your customer ensure that you also include
ratings in there so that you can also include that aggregate rating and then
get the rich snippet. Ok, so local business the reviews Google's indicating
that they want the reviews to be owned by the local business and also when
you're building strategy make sure you don't
get testimonials but that you also get ratings. This is what the aggregate
looks like I'll actually go and show you specifically so here you can see the
rating value is that average so here it would be 4.5, the review count is
the number of reviews that contribute to that average, and then the best rating
and worst rating are the scale. So think of this as like defining the scale that
you want. Now if you leave these blanks, Google will assume it's out of a
five-point scale. But let's say your rating value is 9.8 and their review
count was 54 and you wanted to specify that it was 10 and 1, you can be sure to
include in there. And then the URL is where someone can find these reviews so
again Google helping validate sort of where that review information is. All
right so with that, let's go ahead and jump into Schema App and I'm just going to
take a quick pod
on the ratings. Alright I'll take that as a yes so let's go ahead and I'll show
you again. This time we're we're going to jump into...
I've already created a local business just to keep things easy so I'm
going to go back to speed rail rental. So you can see I've created this local
business and I'm going to go ahead and edit it and I'm just going to show you
where you can find that aggregate rating. We will do a product after this just so
we can kind of compare. So you can see here all the local business information
and then you can see here the aggregate rating. And and so this is where I've
gone ahead and entered that information. Again if you wanted to add a second I
would probably only add one. Again that rating value and again the rating of the
content you could look at here the total count of reviews, the highest value
allowed in the rating system, the lowest, and the URL of the item and the item is
really sort of where those reviews exist. Now to add ratings and reviews is a
little bit more complicated so I do want to go through an example with you here.
So we're going to scroll down here and this is where we have to kind of connect
the dots and we'll be continuing to look for how we can continue to make
this easier. So you can see Martha's reviews in here so we're going to add a
new review and what we're going to do is we're going to create a data item and
we're going to call it Mark's Review. Now in order to pour the information for the
reviews to also publish, we have a new recommendation we're gonna try to
automate this for you to where we're encouraging you to use the same URI
that you have so www.speedvaledental. And you're going to use
hashtags for review too so what this does is it basically tells Schema App to
publish all the markup on speedvaledental. And this is really allowing
us to sort of make sure that information is all showing up and being deployed on
the pages. Previously we said if it's connected go ahead and you can just
leave the default but when you use the URI and you specify it with you know the
hashtag review - so you're specifying saying go to speedvaledental but it's
uniquely this the review to information. This is allowing us to deploy them and
for you to also just have some more clarity on on how you deploy it. So we're
going to automatically create these URIs for you in a future release.
We're gonna click okay and now what we're going to do is we're going to save this
we're going to go into Mark's Review. Now we do get a suggestion From
another customer that you create the data item wouldn't be great if it opens
in a new tab so you can just start editing it right away. So we have that
feedback and I actually think it's a great idea.
So here is telling me it wants geo coordinates you may see some new errors
popping up we've just updated some of our rules in in Schema App. Ok so now what
we're going to do is we're going to go to Mark's review now again remember that
the review is the content the words right the testimonial. And so what we're
going to do in here is we're going to just put in we're going to call it Mark's
Review about Speedvale Dental. Now the description isn't as the body right so
the body is here the review body. We're going to pick a date that it was
published yesterday. The publisher so this is really important that you're
kind of tying back to who's publishing it so it could be that it's Facebook
publishing it or another website but here we're going to we're going to say
that it's Speedvale Dental so we're gonna actually say it's the organization.
The author is Mark so here we're actually going to create a data item. Now
there's a quick way to do this. So we're going to say it's Mark van Berkel and
what you can do is actually do a LinkedIn or a Google+ to define them. So
Google+ Mark van Berkel helps if I spell his name right so you can pull in like
again their you know their Google+ profile or his Twitter. Maybe we
can use does not seem like he's showing up quickly on here. Author, all right,
we'll just use this Twitter account to define them. Twitter is
probably not as ideal as whether you use a if you could use LinkedIn maybe I'll
just use Mark van Berkel LinkedIn or or Google+. I like Google+ because you know
we're talking primarily to Google and sort of they know who that is
so that tends to be why I like it. So let's go ahead and pull this in. And so
what you're going to do is for the URI you're actually going to use that
specific link. So I'm saying it's defined on LinkedIn and then you type you want
to make sure you pick a person. Just type in person excellent and then click OK.
And then here is the item reviewed so here is going to be about Speedvale Dental
and this one's really important so you want to be really
specific about what it is. So whether it's a product or a service or the local
business you want to call that out. Now the review rating has to be associated.
So it's a different data item so you're going to create again that data item and
we're going to call it Mark's rating. Here again I'm going to put in specifically
the HTTPS colon www.speedvaedental.com hash tag rating 2 or rating
mark and then click OK. And then the review body is actually the
words. So Dr. Fox is great awesome service or whatever it is that that Mark had
said. Ok there are a ton of other review properties that you can pull in so you
can see there's a lot of them here if it was modified, the date creator, there's an
editor so you can see like there are are quite a few of different ways that
you can define that. But these are the required and recommended ones
from Google. So let's go ahead and save these changes and then we're going to
add one more piece which is at rating. So review rating we're just going to go
into Mark's rating, edit it, and then here we're going to do best rating. So again
this is defining the scale rocking to Organization in description
you know Mark's ratings we have Mark's review and Mark's rating and the rating
value he gave a 4.4. And I am going to have the team pull this in the worst
rating. Again it's assumed that it's a one okay and then we're going to go
ahead and click Save Changes. So that's how you add the different reviews now
you can follow it kind of back up Mark's review Speedvale Dental and we'll just
like we did for aggregating to pull those in we'll see if we can't sort of
simplify it in any way. But right now we do want to give you those additional
options if there's anything but now you can see that there's
the two reviews specifically associated to that local business and with all that
detail. Again if I were to go ahead and again get that JSON-LD you'll see that
all linked up and and that sort of follows all the guidelines that
Google is looking for. Now there is also a new way of doing the rating and that's
using the new advanced plugin. So many of you may have seen that we sort of
recently announced the advanced wordpress plugin and so the advanced
wordpress plugin is only available to schema app customers and has a couple
different features one of which is we've now basically incorporated the
WooCommerce plugin so if you have any customers who use WooCommerce now you
can basically get our WooCommerce for free as part of your schema app
subscription but we also have this rating widget and so what we were
getting is a lot of questions from customers to say can i integrate schema
app with a ratings widget that allow people to provide a review on a page but
what we were finding was that when we did that the the rating and schema
markup was on an island so basically you'd see the page about local business
and then you have the page about the rating or the aggregate rating and they
weren't associated to each other and they weren't sort of defining it which
is kind of inefficient schema markup because you want to make sure that
you're calling out again like what is the item that's reviewed and then
ideally sort of also have all those details about it. And so let me show you
sort of what the rating which it looks like in the advanced plugin and how we
also gather aggregate ratings. We also have a Wikipedia lookup so after I go
through the ratings I'll show you a bit of how this works.
Now I always get asked like where is it Martha so in order to get it you go
into integration methods under WordPress. And under WordPress you're going to see
on the right hand side here if you're a subscriber this schema app advanced
WordPress plug-in and it basically extends the existing plugin. So you
download it here and then update it. And there's a basically on our page here
about the advanced WordPress plug-in there's a video here on how to install
it so that you don't have to sort of worry about learning how to do that
we'll show you how and this quick video. So let's talk a little bit though about
how to set it up I do have instructions down here but let's go ahead and
actually have a look at it in in Schema App. So let's go into our dashboard. Again
if you have any questions feel free to put those in the chat I'll take a pause
after showing you this how that works. So we're going to go into settings in the
Schema App just like you would have in the wordpress plugin previously and now
you're going to see once you've installed the advanced wordpress plugin
you're see some additional tabs okay. You probably won't see licenses that's
because we had WooCommerce already set up in here. So WooCommerce, this will now
allow you to set up WooCommerce new the first thing you want to do is pick item
condition as well as whether you want to disable the default markup coming from
WooCommerce. So the ratings widget here is where you're going to do the sign so
let me show you first what it looks like so let's go to the Schema App. I have it
currently set up on our Schema App blog
so if you come into our blog you'll see here are an estimate about our
new Shopify app so we'll go in here. And what you can do in the settings is
decide if you want the ratings widget to show up on all pages are all posts or
blogs and then you can also decide whether you want to whether you want it
to also appear in sort of a side widget here. So you can see here it's on it's on
the side widget here. Okay so once you set this up it's actually going to
create the markup for aggregate rating. For whatever that pages that got rated
So let me show you here what it looks like. So here we have blog posting and
then after we added that one rating you can see now that their aggregate rating
was automatically added and it's associated to the blog and you can
see it has the proper ID, the URL, as well as the rating value and count. So you can
see here now we're automatically adding that. So in Schema App you can choose
whether you want to show it on all pages. Today we have it just showing on our
posts you can choose where the placement is and then you can also sort of choose
how you want it to show up. And please give us feedback like as you kind of
play with a different custom styles or if you'd like the default to be
different let us know and really what you can do is you're going to basically
use the settings below - to do CSS customization on it. Okay
and then finally there's also link data. So what you can do now is go into your
category pages let me open this in a new tab and we're going to allow you the
option to link those to wiki data or Wikipedia. For example, let's pick our
pick news maybe. if you go into the category they'll now
at the bottom, there's the option for doing sort of same as and so you can
sort of pick sort of which Wikipedia so maybe I'll pick like the distant big US
News and then also a wiki data so it's hard for me to figure out which one
these are so maybe I'll suggest a Mark that we have we add a short description
afterwards and then you can kind of disambiguate also with the wiki data. So
these are really trying to again help you clarify what your categories are
about to help them be more optimized for organic search. okay let me take pause
here I'm going to stop sharing
and Sierra so let's start with the first ones
so for author link to Facebook profile do you think that's okay yeah I think
Facebook's fine as well for for linking authors really that should be fine you
know if you don't have sort of Google+ the key is that you're basically going
to rely on something else to define who that person is now if it's someone
important like let's say our critic review from neil patel i might want to
go ahead and add that in and refer to basically maybe neil patel is about page
so that it's really clear sort of who he is and sort of connect the dots in the
knowledge graph Serena's come as most people in brazil
don't use Google+ that's okay so on the review rating easier if I create five
data items one two five and link them all to review rating to each person yeah
so when I showed you how to create those ratings and reviews I you know I'll say
like I don't know what ways fast is to do it um what I've done actually
previously is I've created all the ratings and then and with the ratings I
create those sorry I create all the reviews and then I add um going ahead
and and sort of doing that rating next and then after I do that I'll fill in
all the reviews first and then go do the ratings it is a bit cumbersome how it is
today the drawback if we make it simple is that you lose all those additional
fields and so we just have to gauge sort of which fields people really want to
use because our intent is to sort of provide you an easy way of doing it I
think if we pop it up on another page it might be easiest let me keep going
through these questions the advanced plug-in looks good but I can't use the
local translates as the plug-in is not ready for translation really let me take
a note of that um just because I don't know what sort of it's looking for for
translation and so let me sort of take an action to give that feedback to the
team so that they can come back to you around sort of translation the next
question we had was on schema abû commerce tab should I leave default
markup disabled aren't enabled what's the difference so depending on what
version of WooCommerce you're in so WooCommerce 3.0 has actually done a
decent job in there Jason getting it to be almost as good as what
we have in the Mart in our piece Google right now we'll pick the more accurate
schema markup in order to provide a rich snippet but we always think it's like
nicer if it's a bit cleaner so if you remove the default markup you only have
one bit of markup for your product and therefore it's more clear to Google and
the other search engines what markup to follow so I would recommend disabling it
so that you can have accurate markup and only one version of it can I enable this
option so the next question was can you enable this option for Wikipedia and
wicked Anna for product category I have in our little article in each product
category yes is the answer so we are working on to improve sort of our ads
sort of the wiki data lookup in addition so let me just take a note here as a
feedback and wiki data in Wikipedia for product category with blue commerce I
think Rudy you're asking so let me make a note advanced plug-in ready for
translation once thanks for the feedback guys um all right let me just look at
Lisa you had a question here can you send out step-by-step instructions on
setting up ratings in scheme app yeah so this is a recording of what I just did
is going to be available to you and then what I'll do is I'll maybe create have
some one of our Jenny on our team turn that into a blog as well and so Lisa
that way you'll have sort of two things to refer to so let me just make a note
of that so I can also to create review tutorial that's no absolutely no problem
the key is just to do one at a time so you can kind of follow through those
steps and make sure it's really clear creating very important question can I
enable the ratings in a page that is rating another page like on the end of a
check out user can rate the website so the rate is related to the home page not
the checkout so today the rating widget will be associated to the markup on the
page now I will show you one thing I didn't
to show you in here so the reading widget you can also use the shortcode
and add it to any page so let's say you only wanted it on one or two pages you
can add that in there now what you're asking rudy is like can you do a
shortcode maybe that refers to the other page so let me let me also capture that
as feedback for the team because what you're wanting to do is be able to
basically rate another page from using that same widget so I can we update the
widget to allow things for another page I a website on check out page right
excellent are there questions that you have for me now otherwise what I'll do
is I'll I'll just share maybe a couple other things that are coming down the
pipeline for the advanced plug-in and let me just share I'll share my screen
again and show it on
let me go here the advanced plug-in we're also working on adding schema
markup for custom post types and this is actually something that team is actively
working on right now and so you'll be able to today like if you're using our
WordPress plug-in it doesn't work on on custom post sites and so we'll be adding
that in and then the other thing that other some other widgets do pretty well
which is like automatic keyword tagging as it processes what's in your blog so
think of this as like identifying entities that are in your blog you know
automatically so that you don't have to go and be like oh this is talking about
Canada and is talking about Canada thunder and 50th birthday and you know
it'll pick some of those things up oh it's talking about Justin Trudeau and so
it will mark this up so we're going to try to do some automatic tagging within
it and then the idea is how do we then also think of automation such as one of
the other things we're looking at building in the schema app is where we
can take your URL and discover information about the site and pre
populate that in schema app again to just make you faster and more efficient
doing schema markup um the other thing that was released this week is our
Shopify our new Shopify app so if you have any customers that are on Shopify
now you can actually use schema app for Shopify and it optimizes basically
everything on it including all the different versions of the product and
produces a really you know high value rich snippet so you can see it has the
ratings it has the price range as well as the availability and so we're the
only Shopify app out there that will go into great detail around the different
offerings and be able to provide that with a rich snippet we you know as usual
our sort of comprehensive about everything that we can do so we do
product product categories AG reviews review and ratings blogs articles and
blog on article categories and we'll be doing a subsequent release of this that
also then ties into scheme app so if you have a Shopify site that you're working
on and then you also want to connect it with really robust like homepage
Tagg page etc markup then you'll be able to do all of that with schema app for
Shopify as well as as well as scheme app right
now you won't find it specifically in the stores just doing final approvals
with Shopify but you can get it through this link or actually through our our
shop specifically our Shopify page that has sort of the the by now you can get
that specifically here and it will take you to this scheme app for for Shopify
site the scheme app for Shopify is $15 if you are already using scheme app then
it's just the $15 then your current account if your won a new account we do
discount the one site two to ten dollars instead of fifteen also new things
coming down the pipeline just before we we jump into sort of full QA is let's
get there so we're we're also working on a new version of semantic analytics so
Rudy I know you have a toy store and lots of different products you'll be
able to kind of import your products into Google Analytics and be able to use
any schema field exam schema property to dissect your different data and then
we're also working on a professional version of the data highlighter and that
will be coming out in the fall and so really what we're doing is taking the
same premise that Google do data highlighter does but allowing you to do
it for any class and any property and then also make it available to all
search engines so today Google data highlighter is only available makes the
markup only available to Google and so we're going to make it available to
everything and so if you're have a lot of template pages that you work on so
this is a template pages if let's say you work on a business has lots of
locations or a lot of products that maybe it's not on a standard platform
then we are looking for volunteers to participate in our customer feedback
session and so feel free to just send me a note at Martha at schema a calm and
we'll kind of pull you into that it's going to be about an hour a month for
the throat till September but you also get to be a beta user and sort of early
adopter of this new professional data highlighter I always
like to share our road map just to make sure that you know sort of other things
that are going on like I said are we just did a bunch of automated new rules
so you'll maybe see some new warnings in your schema app account and that's just
because we've kind of built in some more rules to make sure that you have the
most complete schema markup based on Google's recommendations and then also
our recommendations and the next thing we're looking at also is around
notifications so can we notify you when there's a new rule or something that
changes that that would help you do your schema markup and then also usability
and tooltip improvements is something that we continue to work on in the fall
after we do our template creator we'll also be working on an Adobe adobe
experience manager add-on so let me come back and see what questions you have
hmm
yeah so thanks for the feedback I'm going to try to maybe send an email
reminder a day before and then that way people will remember to join in you know
we I do have a lot of people who are registered for the training and although
they don't tend to attend so I need to find a better way to remind you all any
other questions or websites I know Lisa there was a couple of questions you had
sent me so we can go through those live if if that's of interest to you
otherwise we can we can wrap up I'm really mention a testimonial yes we are
trying to gather some testimonials so that we can go ahead and create our
testimonials page and mark those up so not just a testimonial but also a rating
so give us the rating out of five please just so I can go ahead and add that
aggregate review just like we spoke about today so any other questions um I
guess the last thing I had on my thing was to if you do have a testimonial you
can send it to Martha as you map comm we will link to your website to help you
get that link juice and then also don't forget that we have our our support so
email support at schema app comm and so you know we look at those once a day and
then we respond to them sort of the next morning as well so it does sometimes
take us about 24 hours to get back but our team is committed to getting you
those answers and and and troubleshooting those issues and don't
forget that you can also ask questions around schema markup we tend to think
and spend all our time thinking about schema markup so so don't hesitate there
and as always we value your feedback so don't don't be shy to give us feedback
things that you want fixed or improved and hopefully alert to see some of those
improvements as we implement our user interface changes alright I'll get back
to this questions Lisa on support I get the team to make sure that we respond to
those immediately and thanks for joining today's coaching call
you
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