The number one take away is to have a light weight website that is mobile friendly.
We have covered some of the very important topic in previous articles about optimization so we will focus here on the surprise features and highlight some point we have skipped previously.
Schema markup for rich results
One of the topic I didn’t cover so far is schema markup for rich results. Google likes it as it allow its search engine to extract the useful information from your page and display that on their search resuls. One can ponder why we should provide content for Google. There is the hope of figuring prominenttly and rank higher but if people get their answer directly from the search page, what economical model do you have left to make money from your website, unless you are paid directly by google. That would be the case for a recipe site.
One thing that has been highlighted in the talk is that schema information might be used with assistive technology, to walk you through a recipe for instance.
Concerning product page, if you are competitive, you might attract customer with your super price or the super brands you have available at your store.
So that’s the two core benefits you can expect from product mark-up. Event mark up might actually be useful to provide straight from the search information about your live event with clear information for google about when the information will be out of date. Leading for a better user experience, unlike the recipe case where you don’t really your recipe to be displayed directly on search page unless you got some compensation from Google for using your content.
For product markup, in sector where negotiation is important, you might not want to have any kind of price displayed publicly to avoid giving any cue to your competitors and allow you larger freedom regarding your pricing. For instance the price might largely vary depending on the quantity of a single item or the total amount of the order due to saving on scale, distance , options, it would be a daunting task to give all available options and integrate all factors influencing the final price and integrate that in a schema markup, plus as seen above it is totally counter productive in terms of conversion as your competition would only have to check your site to propose a more competitive offer.
Needless to say that all schema markup are not made equal and you might consider the benefit of implementing specific schema markup depending on your activity.
Users like large, high definition images
Google aknowledge that people like large, high definition images and will feature those images in their search.
Using proper compression will help reduce the bandwidth necessary to load the image.
Google will start to show in search 3D models directly available in the search results as AR.
There is a talk dedicated to adding 3D to your website:
All those topic needs further investigation, needless to say that product markup is already implemented on my some of my sites.