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

One of the most acute and relevant topics among web programmers and owners of Internet resources today is seo-optimization. In order for the site to be on the first pages of search queries of "Yandex" or Google, it is necessary to carry out enormous work on its creation and promotion.

Why do we need semantic markup?

You can adapt the resource for an ordinary user with the help of actual 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?

The search robot, unlike a human, can not recognize what is on the site without specific hints. He analyzes the content, reveals certain patterns, determines the keywords, but, not having a human intellect, can not understand the meaning of what was 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 what the resource is dedicated to. 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. Most clearly the following example will explain it.

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 specifies the area of the site, and the second line - a specific object. The page with such a 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. Webmaster" micro-markup allows you to prescribe a lot of parameters - sales locations, opening hours, contacts, short description of goods or services and much more.

Where is the semantic markup used?

More and more resources are trying to provide the user with quality processed 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 led to the fact that a single standard was required for all search engines. They became microdisks "Yandex" and Google - schrema.org. It simplifies the process of creating a short description (snippet), which we see when the page is displayed 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 Google and Yandex search engines, 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 on 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 does not give any standard more preferences. The classical version 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 the notion of a 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 their own dictionaries and elements. 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.

The FOAF dictionary is the microdisplay of contacts "Yandex" and Google. This is a questionnaire that you filled in millions of times on different sites - your name, coordinates, social networking page, mail, date of birth, etc. This knowledge will allow the user to click on the link, offering him something that might 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 a thorough and in-depth analysis of effectiveness. You can check the micro-markup "Yandex" using the 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 Schema.org formats, HTML microdata, Open Graph, RDF.

How to test Google micro-markup

You can find out how the data of your site is structured in Google search in several ways. For an experienced user who is fluent in the hidden settings of Google's webmasters, the Rich Snippet Tool, accessible only by reference, 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 to go to the Google Developers site in the toolbar, 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 check the 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 will start 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-markup 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 were omitted or which 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, a 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 rules, and the microdimer validator "Yandex" has shown that everything is executed without errors. How many points will your site go up the search ladder?

Semantic markup only indirectly affects the relevance, and it is impossible to name the exact number of positions on 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 more 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. The following advantages of marking are worth noting:

• 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 it, and its confidence in us is increasing.
• 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 the information that will be noticed, even if the user did not go 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, with seo-promotion, you should not focus 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, which includes the microdisplay "Yandex" and Google, 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 the information you like 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 should also be conducted with external factors. The web programmer should regularly monitor whether links to the site are displayed on other resources, to what extent 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 the latest research, one of the most effective ways to promote is to discuss or mention the site in social networks. The searcher 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 multi-faceted process, requiring 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. It is possible to appear on the top lines of search queries only in the complex work on all aspects of seo promotion, in particular, a huge role should be paid to micro-markup.

It is very important to inform the search engine that you are trying in every way to simplify the 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, in order for a person to 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 use - OpenGraph, schrema.org or any other, the main thing is that it should be executed without errors and highlight 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!