Semantic microdetection of "Yandex": how to make and verify

One of the most acute and relevant topics amongweb programmers and owners of Internet resources today is seo-optimization. In order for the site to get on the first pages of search queries of "Yandex" or Google, it is necessary to conduct tremendous work on its creation and promotion.

Why do we need semantic markup?

Adapt a resource for an ordinaryuser can be with the help of relevant and interesting content. But that the user could find this resource, it is necessary to optimize the site for a search engine. How to do it?

A search robot, unlike a human, can notIdentify what is on the site without specific prompts. He analyzes the content, reveals certain patterns, determines the keywords, but, not having a human intellect, can not understand the meaning of the written. To simplify his task, programmers invented a semantic or micro-markup for "Yandex" and Google. Just as hypertext shows the machine what and where to place, the semantic markup explains to whom or to what the resource is dedicated. Thanks to this understanding, the site is ranked better among competitors and has more chances to get on the first lines of search queries.

Example of semantic markup

Especially effective microdisplay "Yandex" and Google affects the promotion of commercial sites offering goods and services. The following example will explain it most clearly.

It is necessary to create a micro-markup for a business card site for providing hairdressing services for dogs. It will look like this:

- itemtype - BarberShop,

- name - hairdresser for dogs.

The first line describes the area of ​​the site, andin the second - a specific object. The page with this script will be higher on the search ladder than the similar one without it, since the search engine will find it more relevant to the concept of "hairdresser for dogs", and not just a "hairdresser".

Created with the help of "Yandex.Vebmaster" micro-markup allows you to prescribe many parameters - sales locations, opening hours, contacts, a brief description of the product or service and much more.

Where is the semantic markup used?

More and more resources are trying to provideuser quality material. The closer it is to the search, the more effective the site will bring. Therefore today micro-marking is actively used:

• Commercial sites for the promotion of goods and services.
• Online reference books and encyclopedias for the formation of multi-level links between articles.
• Social networks for detailing profiles, events and other content.

Single standard Schrema.org

The creation of semantic markup has led to,that a single standard for all search engines was required. They became microdisks "Yandex" and Google - schrema.org. It simplifies the process of creating a short description (snippet), which we see when displaying a page in search results. In this information you can include important information about the site, which will help the user to determine whether to move or not to go to this page.

By the way, the number of elements and dictionaries in schrema is huge, so it can be used for sites of almost any subject.

The Open Graph standard

In addition to the search engines Google and Yandex,micro-markup of goods, services, multimedia and information content is required and social networks. For them, Facebook came up with a single standard Open Graph. This markup allows you to control how the site will be presented in the social network news feed. And today you can create beautiful links with it, not only in Facebook, but also in Google+, "VKontakte", Twitter. For a beautiful display of the latter, by the way, Twitter Cards are also used.

What kind of micro-markup to choose?

In fact, when ranking a site, neither Yandex,nor Google gives any standard more preferences. The classical variant of use is schrema.org - it is the most complete, modern and actively developing.

Dictionaries of micro-markings

We determined what the microdisplay "Yandex" is. How to make it display the right information? To do this, use a term such as the micro-label dictionary. This is a set of elements, tags and syntax, with the help of which the search engine focuses on something.

For each standard there are own dictionaries andelements. In schema.org, there are several key dictionaries with their huge hierarchy and display types. For example, the Thing dictionary allows you to represent information in 3 basic properties:

• alternateName - for the alias of the object;
• description - for the text description of the object;
• image - for an image or a link to it.

Or the dictionary Good Relations, which will be especially useful to online shopping areas. It allows you to place data on prices, points of purchase, availability, etc.

Dictionary FOAF - microdisplay of contacts "Yandex" andGoogle. This is a questionnaire that you filled in millions of times on various sites - your name, coordinates, page on social networks, mail, date of birth, etc. This knowledge will allow the user to click on the link, offering him something that may interest him. Thus, the site can raise attendance.

For a detailed description of audio and video information - artist, album name, duration - the micro-markup VideoObject is used.

There is also a markup for e-mail messages, allowing the user, without going to another page, to agree to a meeting or leave a comment under the article, for example.

What is a validator?

Any advance on the Internet requires carefuland in-depth analysis of effectiveness. You can check the micro-markup "Yandex" with the help of a validator - software that recognizes metadata on web pages. Documents of any formats can be checked for correctness - HTML, XHTML, RSS, XML, in any languages.

Yandex micro-markup is checked by any validator supporting the formats Schema.org, microdata HTML, Open Graph, RDF.

How to check out Google's micro-markup

Learn how your data is structured.There are several ways to find a website in Google search. For an experienced user who is fluent in the hidden settings of Google's webmasters, the Rich Snippet Tool, available only with the link, is suitable.

Another way is to install the Seo by Yoast plugin. It is easy to use and will be available after installation in the top panel of the webmaster.

The third way is on the Google Developers website.toolbars select "Other resources", click on the "Tool for checking structured data" and specify the html page you want to check. When the robot calculates the given script, you will receive a detailed report with errors, if any, and explanations to them.

How to test microdisk "Yandex"

With this search engine, everything is somewhat simpler. The microdisplay validator "Yandex" is located in the webmasters tools, in the "My Sites" tab. Here you need to click the "Check markup" button and enter the site URL, and the validator starts to calculate the errors. In a few minutes you will receive one of three answers:

• Micro-marking is not detected.
• There are mistakes.
• Micro-marking fully complies with the standard.

In what cases does the information about incorrect markup appear?

"Yandeks.Vebmaster" - micro-marking validator - displays an error message in two situations:

• When he does not recognize the markup.
• When the micro-mark does not conform to the standard.

In any case, the program will give details of the error, by which you can judge which mandatory fields in the markup have been omitted or what attribute was omitted.

Can still produce a message - "the page can not be loaded". It indicates a server error or a nonexistent page.

If the microdisplay "Yandex" is executed with an unknown error or you do not know how to fix it, you can always ask for help "Yandex. Webmaster."

After completion of validation, the new markup will appear within 2 weeks.

How does the micro-markup affect the ranking of the site?

You have marked out your resource by all the rules, and the microdisplay "Yandex" validator has shown that everything is executed without errors. How many points will your site go up the search ladder?

Semantic marking only indirectly affectsrelevance, and you can not name the exact number of positions to which it will raise the site. However, micro-marking is one of the key factors that affect the attracting of the user's attention. An interesting and attractive snippet will lead to a larger number of visitors, and site positions will grow. The rest will depend on the fullness and relevance of the resource.

Advantages of micro-marking

In addition to the visibility of the resource, micro-marking significantly increases the weight and quality of the site among competitors. It is worth highlighting the following advantages of markup:

• It increases the credibility of search engines,The search robot is easier to identify the main elements of the page, which means it makes it easier for us to index. If we describe this process very simply, then we can say that the search engine is pleased that we open the heart of the site, our internal secrets, before him, and his confidence in us rises.
• In the eyes of the consumer sites with snippets look not only more noticeable, but also more qualitative. Accordingly, such resources are often clicked, which means that the CTR is increased in delivery or clickability.
• The owner has a unique opportunity to show information that will be noticed, even if the user has not moved to the site.
• The snippet information can always be changed, and this does not affect the position of the resource in the list.

But, of course, when seo-promotion is not worth itdwell only on the development of micro-markup. It is extremely important to have useful and unique content, but not only. There are many other factors that influence the increase of the site in the ranking of search engines "Yandex" and Google.

Other ways to promote the site

Internal promotion, to which the micro-markup "Yandex" and Google refers, has several directions:

• use of keywords in the domain and site titles;
• presence of keywords on the page itself, their uniform distribution over the text, location in sub-headings, tags;
• correct error-free HTML markup (checked using the tools of "Webmaster Yandex");
• The presence of megatags (keywords, description, etc.), indicating the essence of the page to the search engine;
• linking - ie, links to other pages of the site;
• A simple site structure that allows you to click on the home page;
• memorable and understandable design;
• work with social networks, the ability to recommend your information to others;
• presence of a site map;
• unique, interesting and regularly updated content, useful and relevant to the reader;
• Optimized CMS for fast and error-free page loading.

In addition to internal promotion,work and with external factors. The web programmer should regularly monitor whether links to the site are displayed on other resources, as far as this reference mass is weighty and authoritative (this process is determined with the help of thematic and weighted citation indexes). One way of external citing is also the placement of advertising resource banners.

According to recent studies, one of the mostEffective ways to promote is to discuss or mention the site in social networks. The search engine sees the active movement of this information and perceives it as relevant and in demand, thereby increasing the rating of the resource.

For online stores, the effective use of comments and customer reviews, both on the site itself, and on thematic forums, portals with reviews, etc.

Instead of concluding

Promotion in the network is a complex multifacetedA process that requires intensive work on various external and internal factors. It can not be said that any of the above methods is absolutely correct, and it will bring your site to the top. To be on the top lines of search queries is possible only with complex work on all aspects of seo promotion, in particular, a huge role should be paid to micro-markup.

It is very important to convey to the search engine that youin all ways, try to simplify her selection and do it not only for the sake of high rankings, but also for the convenience of the user, more precisely, first of all, so that people find this information on the network.

"Yandex" and Google are directly interested in ensuring that the user receives the necessary information, which means that the more loyal your resource is, the greater his chances of taking his place in the top.

It does not matter what kind of markup you areuse - OpenGraph, schrema.org or some other, the main thing is that it was executed without errors and highlighted the key points of the resource pages. Regularly check it with the help of a validator, conduct an in-depth analysis of each side of your activity, and then you will get excellent results!