Last month, I talked about the potential of the new datatypes, but also the effort that could be needed to make the most of them in your site. Let’s spend a little time exploring the steps you and your agency can take to handle page revision as an organized process. This will save you time, effort, rework and money. It will also give ongoing feedback through your analytics so you can measure results as you make the changes.
The new datatypes aren’t all in use as of this post date. So, if you want to start working on this now, we suggest you start by making a list of the new ones now in use. Match them to the pages in your site to see if, or how, they might be applicable for improving the user experience with content on those pages. Meanwhile, identify the pages on your present site that are most important for you, and getting the most conversions as well as time on page from users. Your site’s analytics function provides these data. Keep in mind that pages holding viewers’ attention may not be the same as the ones most important for your firm. In that case, look at whether changes to content using the new datatypes can help by improving identification and rank in the engines. It could be just what your organic search doctor (aka your agency) ordered.
When pages identified are possible matches with the enhanced datatypes, update the markup and the content to make the most of the new types. We recommend you have your agency alongside for all these steps unless your in-house staff is truly comfortable doing this alone, given everything else they have to do.
Put the new pages up, track your results and compare to what was happening before. Then, on to the next set of pages. We’ll discuss the next steps soon.