Sep 4, 2022 7265 reads

What is RFM Analysis?

What is the most valuable asset for a company? Its tangible assets or inventory? Given developments in supply chains and the level of financial solutions, if you’re especially an e-commerce business, your most valuable asset is your customers.Beyond your sales, when planning your inventory levels, ad investments, and many operational activities, you must consider the future behavior of your customers.In today’s age of increasing digitalization and personalization, getting to know your customers is easier thanks to big data—but it also becomes more challenging as customer volume and diversity grow.In this article, we’ll discuss RFM analysis, one of the fundamental analyses you can use to segment your customers and build effective audiences.What Is RFM Analysis?RFM analysis segments customers based on purchase data. As an algorithm, it uses unsupervised clustering (K-means). The “RFM” acronym stands for three key metrics. First, let’s look at what each metric means.RecencyCalculated by the number of days between the analysis reference date and the customer’s most recent purchase date.FrequencyThe number of purchases the customer made in the analysis period. If many customers purchased only once—skewing the distribution—you may treat one-time buyers separately for a healthier analysis.MonetaryThe total monetary value of the customer’s purchases in the analysis period. Two considerations: 1) If purchases are in multiple currencies, convert them to a single currency. 2) If you have B2B wholesale orders, exclude them so they don’t skew the distribution.What Questions Can RFM Analysis Answer?Although RFM is purchase-behavior–based, it can answer many strategic questions about both new and existing customers, for example: Who are our most valuable customers? Which customers are at risk of churn? Which customers deserve retention efforts? Which customers share similar behavior for targeted campaigns? Why Is RFM Analysis Important?As every marketer knows, retaining existing customers is far cheaper than acquiring new ones. By using RFM to gauge how close customers are to conversion or churn, you can both retain at-risk customers and encourage more spending among active customers. You can also classify newly acquired customers into existing RFM segments to start personalized marketing before you’ve collected much new data.Required Data StructureRFM relies on transaction data—either CRM order logs or analytics platform transaction exports. For robust results, use at least one year (ideally two) of data. You need these columns: Unique customer identifier (user_id) Transaction date Order ID Transaction amount Then compute per-customer Recency, Frequency, and Monetary values in your database or analytics tool.Segmenting and Labeling AudiencesCluster customers into, say, four groups by each R, F, and M metric. Then combine their cluster labels. For example:Customers with high Frequency and high Recency are “Champions,” while high Frequency but low Recency might be “At Risk” or “Can’t Lose Them.” You can send “We miss you” coupons to at-risk groups, and premium product offers to Champions.Sum the R, F, and M cluster scores to get an overall customer score, then bucket into “Platinum,” “Gold,” “Silver,” etc. Use these segments to allocate ad budgets more effectively.At its core, RFM groups similar shoppers so you can optimize marketing spend, guide retention, and forecast sales.Additional Metrics to ConsiderYou can extend RFM with: Duration/Engagement: session time or pages per session Tenure: days since first purchase Churn Risk: predicted probability of churn Adding these refines your segments and deepens insights.Next StepsOnce segments are defined, analyze demographic, geographic, and behavioral patterns within each. Then: Map new customers to existing segments for immediate targeting. Run category- or product-level RFM to create niche micro-segments. Apply attribution models to understand each segment's purchase journey and optimize touchpoints. RFM analysis offers actionable insights from simple transaction data—use it to refine marketing strategies, reclaim at-risk customers, and boost customer lifetime value.If you found this post useful, please share it on social media so others can benefit!References https://en.wikipedia.org/wiki/RFM_(market_research) https://www.investopedia.com/terms/r/rfm-recency-frequency-monetary-value.asp https://iopscience.iop.org/article/10.1088/1742-6596/1869/1/012085/pdf

Sep 4, 2022 1947 reads

Make Your Website Stand Out with Corporate SEO Consulting

Seeing your brand’s website rank highly for key search terms on Google and other search engines is a top priority for every brand owner. Do you know how those sites get there? Well-planned strategies and analyses for a website—namely, SEO work—are what secure those first-page positions. Before diving into details on corporate SEO consulting services, let’s cover “What is SEO?” and “Why does it matter?” What Is SEO, and Why Is It Important? SEO (Search Engine Optimization) is the comprehensive set of digital marketing practices—literally “search engine optimization” in Turkish—that is essential and valuable for websites. SEO is the collection of strategies and optimization tasks aimed at boosting a website’s organic traffic, conversions, and brand awareness on search engine results pages (SERPs). If you want your site to appear for more keywords and attract more visitors, work with professional SEO agencies or specialists. Every SEO expert crafts bespoke strategies to elevate your brand’s visibility. Search engines—especially Google—constantly update their algorithms. To grow your online presence and visibility, you must invest in SEO. What Is Corporate SEO? Compared to ongoing SEO efforts, corporate SEO takes a more competitive, strategic approach. Enterprises face intense competition for high-volume keywords, and corporate SEO strategies prioritize those shorter, high-volume terms over long-tail phrases. If your site is large and traffic-hungry, corporate SEO consulting will help improve your rankings for those competitive, high-volume keywords and guide you toward your long-term business goals. What Does Corporate SEO Consulting Involve? Corporate SEO consulting targets boosting traffic and conversions for competitive keywords while also enhancing brand awareness through a suite of tailored SEO strategies. Large enterprises in various sectors enlist corporate SEO consulting to refine their online presence. At AnalyticaHouse, we deliver visible results through custom SEO strategies for each client. What’s Included in Corporate SEO Consulting? A top-tier SEO consulting service designs and implements strategies to grow your site’s organic traffic and visitor numbers. It includes: Keyword Research Competitor Analysis Technical SEO Audit & Reporting SEO-Friendly Content Review Website Migration Advisory Backlink Management AnalyticaHouse offers holistic digital consultancy—including Performance Marketing, Web Analytics & Data Science, Media Planning & Buying, Export & International Growth Consulting, Software Solutions, Marketing Communications & Social Media Consulting, and E-commerce Consulting—to support your SEO efforts. As an Istanbul-based corporate SEO consultancy, AnalyticaHouse combines expert teams and strong references to deliver tailored service. Who Is an SEO Consultant, and What Do They Do? An SEO consultant devises and oversees the strategies that help your site rank for more keywords, drive traffic, and increase conversions. Their responsibilities include: Planning and managing SEO strategies Overseeing site marketing and analytics Developing content strategies Managing link-building efforts Performing keyword strategy Collaborating with developers and marketing teams Preparing regular SEO reports Consultants need solid HTML, CSS, and JavaScript knowledge, analytical thinking for strategy, and clear communication for regular reporting. When Does Professional SEO Pay Off? The impact and timing of professional SEO vary by keyword competition and search volume. High-volume, competitive terms can take anywhere from 3–4 months to over a year to see top-page results. A savvy strategy prioritizes long-tail keywords first, then tackles shorter, more competitive terms. Therefore, entrust your site to a reputable SEO consultancy—but remember to stay involved by requesting regular reports and monitoring progress. Benefits of Professional SEO ConsultingWith AnalyticaHouse’s corporate SEO consulting, you can: Secure first-page rankings for high-volume, competitive keywords Benefit from a dedicated expert SEO team Receive monthly transparent reporting and meetings Adapt instantly to Google’s algorithm updates Continuously refine keyword research and optimization Obtain detailed site audits and conversion analyses Leverage professionally crafted SEO content Earn high-quality, natural backlinks Conclusion When choosing corporate SEO consulting, look beyond ads and references—seek a Google Partner certification. Though not specific to SEO, it signals proven digital marketing expertise across Google services. As a Google Premier Partner, AnalyticaHouse remains a leading Istanbul SEO consultancy. We help your site climb for competitive, high-volume terms with strategies tailored to your brand’s long-term goals. Let us demystify SEO’s complexity and drive the organic traffic, conversions, and brand awareness you deserve.

Sep 4, 2022 3099 reads

What Are HTTP Status Codes? A Comprehensive Guide to HTTP Status Codes

HTTP is a type of communication protocol that enables the distribution and interpretation of a specific resource and data. The fundamental protocol that ensures the data flow of websites is built on HTTP. When we visit a web page, the data included from a different source, the loading of the page, and its interpretation by the browser—in short, all the data delivered to the user—are carried out via the HTTP protocol.For the HTTP communication protocol to be better interpreted by developers and bots, there are various response codes. These response codes are expressed as numerical values, such as 200, 301, 404, etc.What is the Difference Between HTTP & HTTPS?One frequently asked topic is the difference between HTTP and HTTPS. HTTPS here is not a different protocol from HTTP. The "S" at the end indicates that the related HTTP port has an SSL certificate. The SSL certificate ensures that the data transferred via the HTTP protocol is encrypted.This way, user information, cookies, payment, and personal data are encrypted and stored in the browser’s cache and cookies. If any third party accesses this data, they encounter encrypted text. Thus, user browsing is made secure.Search engine algorithms require websites to have an SSL certificate on their HTTP protocol. The SSL certificate, which is an important metric for SEO efforts, is also taken into account by browsers. When you visit a website without an SSL certificate, you encounter the label "Not Secure."What are HTTP Response Codes?The HTTP communication protocol may encounter issues while loading data in certain situations, or there may be problems or parameter requirements in the URL where a GET/POST request is made. In such cases, the HTTP protocol uses response codes to describe the situation. These codes consist of numerical values.200 Response - OKA 200 HTTP response indicates that the page has successfully loaded. If there is no issue with data transfer, the 200 status code is usually returned.204 Response - No ContentPages that generally have no content return the 204 response code.301 Response - Moved PermanentlyA 301 HTTP response indicates that the related URL has permanently redirected to another URL. Typically, permanent redirects with the 301 response code are applied to prevent closed/errored pages from losing authority in search engines.302 Response - Moved TemporarilyThe 302 response code indicates that the related URL has been temporarily redirected to another URL and will be reactivated after a certain time. This way, search engine bots do not remove the URL from their index and do not strip it of authority.400 Response - Bad RequestA 400 HTTP response is the status code returned when excessive or malicious requests are made to a page. For example, in spam login attempts, bot CURL, and data extraction processes, some servers return a 400 response code for security purposes.401 Response - UnauthorizedOn websites, if an attempt is made to access a URL that requires user/admin login, session, or token without authorization, the 401 status code is returned. It indicates unauthorized access.403 Response - ForbiddenThe 403 response code indicates that access to the related URL is not permitted. For example, when direct access is attempted to a page that requires login via a token, password, or ID, the 403 response code is generally returned.404 Response - Not FoundA 404 HTTP response means that the data related to the URL was not properly delivered, and the page could not be loaded. When a URL returns 404, it means that the URL is now a broken link.405 Response - Method Not AllowedA 405 HTTP response indicates that the request was made with the wrong method/data to the requested page. For example, when a GET request is made to a page that requires the POST method, the 405 status code is returned.500 Response - Internal Server ErrorThe 500 response code indicates a server-side issue on the website that prevents the page from loading.503 Response - Service UnavailableA 503 HTTP response is the status code returned when the server is overloaded, bandwidth decreases, etc. It indicates that the server is under heavy strain during the visit.Other HTTP Response CodesIn addition to the most common ones, the following status codes are also used in HTTP responses. 100 - Continue 101 - Switching Protocols 102 - Processing - webDAV 201 - Created 202 - Accepted 203 - Non-Authoritative Information 205 - Reset Content 206 - Partial Content 207 - Multi-Status - WebDAV 210 - Content Different - WebDAV 300 - Multiple Choices 303 - See Other 304 - Not Modified 305 - Use Proxy 307 - Temporary Redirect 402 - Payment Required 406 - Not Acceptable 407 - Proxy Authentication Required 408 - Request Timeout 409 - Conflict 410 - Gone 411 - Length Required 412 - Precondition Failed 413 - Request Entity Too Large 414 - Request-URI Too Long 415 - Unsupported Media Type 416 - Requested Range Not Satisfiable 417 - Expectation Failed 422 - Unprocessable Entity 423 - Locked 424 - Method Failure 451 - Unavailable For Legal Reasons 501 - Not Implemented 502 - Bad Gateway 504 - Gateway Timeout 505 - HTTP Version Not Supported 507 - Insufficient Storage

Sep 4, 2022 1528 reads

Scan Budget Optimization in 7 Steps

How to optimize crawl budget for search engine bots on your website? In this blog post, you will learn 7 useful tips to help adjust your site so that it can be crawled more easily by crawlers (spiders, bots).Crawl budget optimization is a set of optimization practices that ensure more important pages, which provide value to users, are crawled instead of unimportant pages frequently crawled by search engine bots. This helps rank higher in search engine results pages. You can read the content titled Google managing crawl budget for large sites to get detailed information about these practices.What is Crawl Budget?We can define crawl budget as the frequency and duration of search engine bots visiting our web page. There are millions of URLs on the internet, and therefore, the time and resources that search engine bots, especially Google, will spend crawling these URLs are limited. Since the time allocated by search engine bots to a site is limited, there is no guarantee that each URL discovered during a crawl will be indexed.If you do not ignore crawl budget optimization, you can increase the frequency and time search engine bots visit your website. The more frequently Googlebot visits a website, the faster new and updated content will be indexed.When determining crawl budget, Google evaluates two factors, crawl capacity and crawl demand, to determine the time it will spend on a domain. If both values are low, Googlebot crawls your site less frequently. Unless we are talking about a very large website with many pages, neglecting crawl budget optimization is possible.Why is Crawl Budget Optimization Neglected?The fact that crawl budget is not a ranking factor on its own may cause some experts to neglect it. Google’s official blog post on this topic answers this question. According to Google, if you don’t have millions of web pages, you don’t need to worry about crawl budget. However, if your website is like Amazon, Trendyol, Hepsiburada, or N11, with millions of pages, then crawl budget optimization is a must.How Can You Optimize Your Crawl Budget Today?Optimizing the crawl budget for your website means fixing the issues that waste time and resources during crawling. 1. Configure the Robots.txt FileWhen Googlebot and other search engine bots visit our website, the first place they check is the robots.txt file. Search engine bots follow the instructions in the robots.txt file during crawling. Therefore, you should configure the file to allow crawling of important pages and block unimportant ones.Robots.txt example for crawl budget optimization:user-agent: * disallow: /cart disallow: /wishlist In the robots.txt example above, it is stated that dynamically generated pages on the website should not be crawled.2. Watch Out for Redirect ChainsImagine entering a website and being redirected from category X to category Y, and then to category Z, just to reach a product. Annoying, right? And it also took quite a while to reach the product.The example above negatively affects both user experience and search engine bots. Just as you were redirected from one page to another, when search engine bots are redirected before crawling a page, this is called a "redirect chain." SEO experts recommend having no redirects at all on your website.Redirect chains formed by URLs pointing to each other will damage the site’s crawl limit. In some cases, if there are too many redirects, Google may end the crawl without indexing important pages that should have been indexed.3. Prefer HTML if PossibleHTML is supported by all browsers. Although Google has been improving in parsing and rendering JavaScript in recent years, it still cannot fully crawl it. Other search engines are unfortunately not yet at Google’s level.When Googlebot encounters a JavaScript website, it processes it in three stages:  Crawling Rendering Indexing Googlebot first crawls a JS page, then renders it, and finally indexes it. In some cases, when Googlebot queues pages for crawling and rendering, it may not be clear which step will be performed first. Therefore, if you prefer HTML on your website, you send a good signal to search engines both for crawling and for understanding.4. Eliminate HTTP ErrorsWhen optimizing a website’s crawl budget, you need to eliminate HTTP error status codes. On a website, 404 and 410 HTTP status codes negatively affect your crawl budget.This not only negatively affects search engines but also user experience. You should update or remove URLs with 4XX and 5XX HTTP status codes on your website. Not only "resource not found" and server errors but also URLs with 3XX status codes should be updated.Popular tools such as DeepCrawl and Screaming Frog SEO Spider, widely used by SEO experts, crawl your website’s URLs and classify them by the HTTP status code they return.5. Use of URL ParametersEach URL on a website is considered a separate page by search engine bots, and this is one of the biggest wastes of crawl budget. Blocking parameterized URLs from being crawled and notifying Googlebot and other search engines will help save your crawl budget and solve duplicate content problems.In the past, the URL Parameters Tool in Google Search Console allowed us to specify parameters on our site to help Google. However, as Google has improved, it has become better at determining which parameters are important or not. As of April 26, 2022, Google has deprecated the URL Parameters Tool.The best alternative SEO practice instead of the URL Parameters tool is, of course, the robots.txt file, where you can specify disallowed parameters with the “disallow:” directive. Also, if you have a multilingual site, you can use hreflang tags for language variations in the URL.6. Keep Your Sitemap UpdatedAll URLs listed in the website’s sitemap must be crawlable and indexable by search engine bots. On large websites, search engine bots rely on sitemaps to discover and crawl new and updated content. Keep your sitemap updated to ensure that bots use your crawl budget efficiently when visiting your site.If you don’t want to waste crawl budget, follow these rules for sitemaps: URLs with noindex tags should not be in the sitemap, Only URLs with 200 HTTP status codes should be listed, URLs disallowed in the robots.txt file should not be included, Only canonical URLs that self-reference should be included, URLs in the sitemap should be listed in full form, If your site has separate mobile and desktop URL structures, we recommend listing only one version. Taking care of the sitemap will give us an advantage in terms of crawl budget. Search engine bots will easily understand where internal links are pointing and save time.Always make sure that you provide the sitemap path in the robots.txt file and that it is correct.7. Use Hreflang TagsIf you want to control crawl budget and indexing, provide Google with information about the versions of your pages in different languages. Search engine bots use hreflang tags to crawl other versions of your pages.Example hreflang code:Incorrect hreflang implementation or usage on a web page will cause serious crawl budget issues. ConclusionCrawl budget optimization is often seen as something only large website owners should worry about. However, paying attention to the steps listed above can significantly benefit your site.The 7 tips for optimizing crawl budget for search engine bots that we discussed above will hopefully make your job easier and help improve your SEO performance. By optimizing crawl budget, we direct Googlebot to the important pages on our website.

Sep 4, 2022 8759 reads

A to Z Rich Snippet Guide

Google Rich Snippets (rich data) allow additional data to be displayed in search results. In order for this extra data to be included in the search engine results, the necessary codes of the structural data must be added to the HTML codes of the site. Google Snippets can be used for reviews, recipes, and events.Google Snippets are pretty important. Because it increases the likelihood that the searcher will click on a site. By making the relevant site more attractive in search results, it enables it to make a difference compared to its competitors. That's why every site owner should use Google Snippets where appropriate.What are Google Snippets?Every Google result contains a link to a site, along with a small piece of text just below the link. Google Snippets inform users of all the information required for a page that comes up as a result of the search. Google Snippets is where the call-to-action is.In standard usage, Google Snippets are page titles, links, and meta descriptions. Google Rich Snippets, on the other hand, contain extra information to encourage searchers to click. They have everything from Google Rich Snippets answer boxes to rating information.Why Are Google Snippets Important?As we mentioned, Google Snippets normally contain the page title, the page link, and the meta description. In normal SEO work, it is necessary to optimize them in the best way. However, when Google Rich Snippets is involved, the search result is moved to a completely different point.Google Rich Snippets are more eye-catching. It is much more persuasive in encouraging the searcher to click. A higher click-through rate means more visitors to your site. The more visitors to your site, the more you can earn.Google obtains Rich Snippets data through structured data. The codes of these structural data must be included in the HTML codes of your site. Structural data does not have a direct effect on ranking promotion, but there is an indirect effect.When users search for something on Google, they want to have as much information as possible before clicking. Google Snippets and Google Rich Snippets offer this information. It is necessary to optimize them in order to leave the right impression on the user.Google Snippets and Google Rich Snippets may not be a direct ranking factor. However, they are effective in increasing the click-through rate. The most important difference between two sites with similar content may differ in the way snippet fields are used.Types of Google Rich SnippetsIf you want to take advantage of Google Rich Snippets apps, the first step you should take is to choose a snippet type. For this, you should add the codes of the relevant structural data to the HTML codes of your site. There are different types of Google Rich Snippets, but it is enough to know the most important ones.1. Reviews SnippetUsed on sites with rich snippet review content for comment. It consists of the reviewer's score or the average of multiple people's scores. If your site has valid structural data in HTML codes, the data for reviews or ratings will appear in the snippet section.When using Google Rich Snippets for the review, starred ratings appear in addition to the page title, page link, and meta description. However, the amount of users voting or the name of the reviewer may appear.--- REVIEW SNIPPET CODE SAMPLE START (JSON-LD) --- Yeni Burger Restoran { "@context": "https://schema.org/", "@type": "Review", "itemReviewed": { "@type": "Restaurant", "image": "http://www.example.com/burger-restoran.jpg", "name": "Burger Restoran", "servesCuisine": "Burger", "priceRange": "$$$", "telephone": "1234567", "address" :{ "@type": "PostalAddress", "streetAddress": "Akkavak Sokak", "addressLocality": "Nişantaşı", "addressRegion": "Istanbul", "postalCode": "10038", "addressCountry": "TR" } }, "reviewRating": { "@type": "Rating", "ratingValue": "4" }, "name": "Lezzetli burger adresi.", "author": { "@type": "Person", "name": "Esad Bozkaya" }, "reviewBody": "Lezzetli burger yemek için en ideal yerlerden biri.", "publisher": { "@type": "Organization", "name": "Analytica House" } } --- RECIPE SNIPPET END OF CODE SAMPLE (JSON-LD) ---2. Recipe SnippetA rich snippet for recipes makes the cooking or cooking process more organized. The information on a snippet with a recipe is slightly different than on other types of snippets. This snippet can include ratings, votes, preparation time, and calories.The site becomes more eye-catching when using Google Rich Snippets for recipes. The picture and video details about the food to be prepared are directed in that direction. This rich snippet is a must-have for a recipe site.--- RECIPE SNIPPET CODE SAMPLE START (JSON-LD) --- Glutensiz Islak Kek { "@context": "https://schema.org/", "@type": "Recipe", "name": "Gultensiz Islak Kek", "image": [ "https://example.com/photos/1x1/islak-kek.jpg", "https://example.com/photos/4x3/islak-kek.jpg", "https://example.com/photos/16x9/islak-kek.jpg" ], "author": { "@type": "Person", "name": "Esad Bozkaya" }, "datePublished": "2022-01-01", "description": "Pirinç unuyla yapılmış guletensiz ıslak kek!", "recipeCuisine": "Turkish", "prepTime": "PT1M", "cookTime": "PT2M", "totalTime": "PT3M", "keywords": "glutensiz", "recipeYield": "1 servis", "recipeCategory": "Kek", "nutrition": { "@type": "NutritionInformation", "calories": "120 kalori" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "5", "ratingCount": "18" }, "recipeIngredient": [ "3 yumurta", "1 bardak şeker", "Yarım bardak süt" "Yarım bardak yağ" "3 yemek kaşığı kakao" "1 bardak glutensiz un" "1 paket vanilya" "1 paket kabartma tozu" ], "recipeInstructions": [ { "@type": "HowToStep", "text": "Yumurtaları kaba kırın ve karıştırın." }, { "@type": "HowToStep", "text": "Şekeri ekleyip köpürene kadar çırpın." }, { "@type": "HowToStep", "text": "Sütü ve yağı ekleyip çırpın." } ], "video": { "@type": "VideoObject", "name": "Glutensiz Islak Kek Nasıl Yapılır?", "description": "Glutensiz ıslak kek yapmaya hazır mısınız?", "thumbnailUrl": [ "https://example.com/photos/1x1/kek.jpg", "https://example.com/photos/4x3/kek.jpg", "https://example.com/photos/16x9/kek.jpg" ], "contentUrl": "http://www.example.com/video123.mp4", "embedUrl": "http://www.example.com/videoplayer?video=123", "uploadDate": "2022-01-01T08:00:00+08:00", "duration": "PT1M33S", "interactionStatistic": { "@type": "InteractionCounter", "interactionType": { "@type": "WatchAction" }, "userInteractionCount": 2347 }, "expires": "2022-01-02T08:00:00+08:00" } } --- RECIPE SNIPPET END OF CODE SAMPLE (JSON-LD) ---3. Music SnippetThe rich snippet used for the music contains important information about the music. Information such as the artist who owns the music, the type of music, the release date of the music, and the record label are presented directly from the search engine results page. Thus, the user learns the basic information about the music.Using Google Rich Snippets for music makes it easier for the user to find the music they are looking for. When the user enters the site and obtains additional information, the click-through rate increases. The purpose of this snippet type is to present audio content in a much more convenient way.--- MUSIC SNIPPET CODE SAMPLE START (JSON-LD) --- { "@context": "https://schema.org", "@type": "MusicPlaylist", "name": "Türkçe Rock Çalma Listesi", "numTracks": "5", "track": [{ "@type": "MusicRecording", "byArtist": "Pera", "duration": "PT4M45S", "inAlbum": "İçimdeki Şeytan", "name": "Yağmur", "url": "yagmur" }, { "@type": "MusicRecording", "byArtist": "Pinhani", "duration": "PT3M32S", "inAlbum": "Bilir O Beni", "name": "Bilir O Beni", "url": "bilir-o-beni" }, { "@type": "MusicRecording", "byArtist": "Emre Aydın", "duration": "PT4M13S", "inAlbum": "Kör Kuyu", "name": "Kör Kuyu", "url": "kor-kuyu" }, { "@type": "MusicRecording", "byArtist": "Sena Şener", "duration": "PT3M12S", "inAlbum": "Çok Geç Kaldın", "name": "Çok Geç Kaldın", "url": "cok-gec-kaldin" } ]} --- END OF MUSIC SNIPPET CODE SAMPLE (JSON-LD) ---4. Product SnippetThe rich snippet used for the products conveys information such as price, product image and stock information about the relevant product to the user. In particular, the price information can significantly increase the likelihood of a user logging into a site. This snippet should be used if you are a site that implements an effective price policy.When you use Google Rich Snippets for products, you make the products on the e-commerce site look more attractive. This is the best way to increase the click-through rate. In addition to basic information, the snippet for products may include the rating score and the rating amount.--- PRODUCT SNIPPET CODE SAMPLE START (JSON-LD) --- { "@context": "https://schema.org", "@type": "Product", "aggregateRating": { "@type": "AggregateRating", "ratingValue": "3.5", "reviewCount": "11" }, "description": "Yeni nesil quartz ısıtıcılar sayesinde daha kısa sürede yemekleri hazır hale getirin.", "name": "MF 30 QB", "image": "arcelik-mf-30-qb.jpg", "offers": { "@type": "Offer", "availability": "https://schema.org/InStock", "price": "2.400", "priceCurrency": "TRY" }, "review": [{ "@type": "Review", "author": "Esad", "datePublished": "2022-01-01", "reviewBody": "Fırının içindeki ışıklar çalışmıyor onları değiştirmeliyim.", "name": "Pek mutlu olmayan müşteri", "reviewRating": { "@type": "Rating", "bestRating": "5", "ratingValue": "1", "worstRating": "1" } }, { "@type": "Review", "author": "Lucas", "datePublished": "2022-01-01", "reviewBody": "Fiyatına göre oldukça iyi bir fırın. Ben memnunum.", "name": "Fiyata göre uygun", "reviewRating": { "@type": "Rating", "bestRating": "5", "ratingValue": "4", "worstRating": "1" } }] } --- PRODUCT SNIPPET CODE SAMPLE END (JSON-LD) ---5. Organization SnippetThe rich snippet used for organizations was developed to contain as much information as possible for a particular company. When the user searches for a company by name, the search engine can access this information on the right side of the results page. The information available to the searcher is quite extensive.When using Google Rich Snippets for Organizations, a lot of information is included, including the company name, logo, company type, CEO, year of incorporation, place of incorporation, company headquarters, founders, subsidiaries, and company products. Thus, the user is best informed.--- ORGANIZATION SNIPPET CODE SAMPLE START (JSON-LD) --- { "@context": "https://schema.org", "@type": "Organization", "address": { "@type": "PostalAddress", "addressLocality": "Mountain View, Kaliforniya, ABD", "postalCode": "94043", "streetAddress": "1600 Amphitheatre Pkwy" }, "email": "secretariat(at)google.org", "faxNumber": "( 1) 650 253 00 00", "member": [{ "@type": "Organization" }, { "@type": "Organization" }], "alumni": [{ "@type": "Person", "name": "Larry Pagei" }, { "@type": "Person", "name": "Sergey Brin" }], "name": "Google.org (GOOG)", "telephone": "( 1) 650 253 00 00" } --- ORGANIZATION SNIPPET CODE SAMPLE END (JSON-LD) ---6. Top Stories SnippetThe rich snippet for top news highlights news for a specific search. These news appear at the top of the search results. In order for a site to be included in the main news section, it is necessary to have a Google News record. Sites without Google News registration do not appear here.Ranking in this area is not guaranteed when Google Rich Snippets are used for major news. Especially sites that use AMP and make the right SEO moves can be included in this section. The click-through rates of the sites in the main news section are quite high compared to the others.7. Video SnippetWhen a rich snippet is used for videos, information about the videos on the pages is presented. Since search engines do not have the opportunity to watch videos, they cannot follow the information contained in them. That's why it's important that you present information to them using video-structured data.When using Google Rich Snippets for videos, you notify Google that there is a video on the relevant page. In addition, search results include information such as video description, thumbnail image, upload date, uploader, and video duration. Thus, you can increase the click-through rate of the page and the video.--- VIDEO SNIPPET CODE SAMPLE START (JSON-LD) --- { "@context": "https://schema.org", "@type": "VideoObject", "name": "İstanbul'da yeni yapılan bisiklet yolları güzergahları", "description": "Bu yaz İstanbul'da yeni birçok altyapı çalışması yapılırken bunlardan en önemlisi yeni güzergahlara eklenen bisiklet yolları oldu.", "thumbnailUrl": [ "https://example.com/photos/1x1/bisiklet.jpg", "https://example.com/photos/4x3/bisiklet.jpg", "https://example.com/photos/16x9/bisiklet.jpg" ], "uploadDate": "2022-01-01T08:00:00+08:00", "duration": "PT1M54S", "contentUrl": "https://www.example.com/video/123/file.mp4", "embedUrl": "https://www.example.com/embed/123", "interactionStatistic": { "@type": "InteractionCounter", "interactionType": { "@type": "WatchAction" }, "userInteractionCount": 5647018 }, "regionsAllowed": "TR" } --- VIDEO SNIPPET CODE SAMPLE END (JSON-LD) ---8. Events SnippetWhen a rich snippet is used for events, almost every piece of information about the event is communicated to the user. Thus, if the user finds the event interesting, they will consider clicking on the result to learn more. Standard event information includes the event's name, date, and location.When using Google Rich Snippets for events, you can quickly capture the interest of the searcher. Such results may include additional information for concerts, session information for cinemas, and purchasing tickets from events and organizations in cities.--- EVENT SNIPPET CODE SAMPLE START (JSON-LD) --- { "@context": "https://schema.org", "@type": "MusicEvent", "location": { "@type": "MusicVenue", "name": "Küçükçiftlik Park", "address": "Harbiye, Kadırgalı Cd. No: 4, 34367 Şişli/İstanbul" }, "name": "Rock Festivali", "offers": { "@type": "Offer", "url": "/examples/ticket/12341234", "price": "250", "priceCurrency": "TRY", "availability": "https://schema.org/InStock" }, "performer": [{ "@type": "MusicGroup", "name": "Duman", "sameAs": [ "https://tr.wikipedia.org/wiki/Duman_(m%C3%BCzik_grubu)" ] }, { "@type": "Person", "image": "/examples/kaan_tangoze.jpg", "name": "Kaan Tangöze", "sameAs": "https://tr.wikipedia.org/wiki/Kaan_Tang%C3%B6ze" }], "startDate": "2022-01-01T20:00", "workPerformed": [{ "@type": "CreativeWork", "name": "Gripin", "sameAs": "https://tr.wikipedia.org/wiki/Gripin_(m%C3%BCzik_grubu)" }, { "@type": "CreativeWork", "name": "Mor ve Ötesi", "sameAs": "https://tr.wikipedia.org/wiki/Mor\_ve\_%C3%96tesi" }] } --- EVENT SNIPPET CODE SAMPLE END (JSON-LD) ---9. FAQ SnippetDeveloped for questions, the rich snippet provides a schema of questions that may come to mind around a particular topic. This snippet can contain more than one question. The answers to the questions and the links, if any, can be found on the search engine results page.The purpose of using Google Rich Snippets for questions is to prove to the user that you are authoritative. When you are an authoritative site in your field, users are much more likely to trust you and visit your site. Thus, you can increase the click-through rate of your site.--- FAQ SNIPPET CODE SAMPLE START (JSON-LD) --- { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "SEO nedir?", "acceptedAnswer": { "@type": "Answer", "text": "SEO arama motoru optimizasyonu anlamına gelen bir kısaltmadır. Açılımı Search Engine Optimization şeklindedir." } }, { "@type": "Question", "name": "WordPress nedir?", "acceptedAnswer": { "@type": "Answer", "text": "WordPress, açık kaynak kodlu bir içerik yönetim sistemidir. WordPress yazılımını herkes ücretsiz bir şekilde kullanabilir." } }, { "@type": "Question", "name": "SEM nedir?", "acceptedAnswer": { "@type": "Answer", "text": "SEM arama motoru pazarlamacılığı anlamına gelir. Açılımı Search Engine Marketing şeklindedir." } }, { "@type": "Question", "name": "Web geliştiricisi ne demektir?", "acceptedAnswer": { "@type": "Answer", "text": "Web geliştiricisi, web sitesi geliştiren kişiye verilen isimdir. Bu kişiler teknik bilgilerine ön plana çıkarlar." } }] } --- FAQ SNIPPET CODE SAMPLE END (JSON-LD) ---Adding Google Rich Snippets to the SiteIf you want to take advantage of structured data, you don't need to add it specifically to every content. It will be better for you to ensure that structured data can be included in every content that will be presented to the user. If you want to add a Google Rich Snippet to your site, there are a few steps you can follow.1. Getting Support from Ready CodesPlugins that will contribute to the design of your site can provide the creation of structural data. Depending on the content management system you will use, you can create a Google Rich Snippet via Schema.org. In content management systems like WordPress, this is pretty easy.The most important thing to consider is that the plugins offer support for the Google Rich Snippet you want to use. You can also get this support from the theme itself instead of using a plugin. If your theme is strongly coded, Schema.org will have structured data codes.2. Manually Adding Codes to the SiteYou can add structured data to your site by adding codes manually. Even if it's a long road, if you're not using a content management system, you'll have to manually add the codes to the site. You can add the relevant codes obtained from Schema.org to the HTML codes of your page.Method 1: Using JSON-LD--- CODE SAMPLE START --- { "@context": "schema", "@type": "ItemList", "url": "bozkaya-url", "numberOfItems": "123", "itemListElement": [{ "@type": "Product", "image": "product-image/a1/b2/123456789.jpg", "url": "product-url/brand_123/", "name": "Brand 123", "offers": { "@type": "Offer", "price": "999 $." } }, { "@type": "Product", "name": "SEO Paket" } ]} --- CODE EXAMPLE END ---JSON-LD is used in the above code. By uploading this code created for products to the relevant page on your site, you can take advantage of its rich snippet features in search engines. However, as we said, the most effective way is to take advantage of systems and themes that offer rich snippet support.Method 2: Using HTMLIt is possible to add structured data to pages on your site using HTML. For this, you need to find the correct structured data code on Schema.org. When you use HTML code, you can take advantage of all supported microdata types.--- CODE SAMPLE START --- 123 Marka 123 999 $. ... ... --- CODE EXAMPLE END ---The code above is an HTML code. When you compare it to JSON-LD you can see that certain fields are the same. It is much more accurate to use HTML when you want to take advantage of microdata. However, implementing both HTML and JSON-LD codes requires some technical knowledge.Method 3: Using Google Tag ManagerIf you do not have enough technical knowledge, you can use Google Tag Manager to add rich snippets to your site. With Google Tag Manager, you can add JSON structured code to your site without laundering support from any developer.--- CODE SAMPLE START --- { "@context": "schema", "@type": "ItemList", "url": "bozkaya-url", "numberOfItems": "123", "itemListElement": [{ "@type": "Product", "image": "product-image/a1/b2/123456789.jpg", "url": "product-url/brand_123/", "name": "Brand 123", "offers": { "@type": "Offer", "price": "999 $." } }, { "@type": "Product", "name": "SEO Paket" } ]} --- CODE EXAMPLE END ---You can use the above code as a custom HTML tag in your Google Tag Manager account. Then it will be enough to add the code of the Google Tag Manager account to your site. As we said, you should use a familiar and advanced content management system to avoid dealing with all this.Google Rich Snippets ControlsAfter adding the structured data codes to your site, you need to check that they are working correctly. There are two different methods to do this. Since the methods are free to use, you can perform as many checks as you want.1. Results TestsTo use Google Rich Snippets, it is important that the codes you apply to your site work correctly. After adding the structured data to your site, you must perform these tests. All you have to do is go to the Rich Results Test section.After reaching the Rich Results Test page, you should add the URL of your site's page to the relevant section and then click the Test URL button. You should wait a bit while Google performs the live URL test. You can see the status of the structured data when the test is completed.2. Google Search Console CheckIf you have previously added your site to Google Search Console, you can easily check for technical errors that may occur on your site. Google Search Console notifies you about all valid and invalid structured data on your site. You just have to scan.Google Search Console will present you with more data than you want. By examining this data, you can solve all the problems on your site. If there is no problem in the controls, Google Rich Snippets will be applied to your site.3. Google Rich Snippets Additional ControlsAfter you add the codes needed for the structured data to your site, some things may go wrong. For this reason, you may not encounter Google Rich Snippets in the search results. By checking the following situations, you can solve the problems on your site.Did Google crawl your site after adding the structured data?This is a common occurrence. If Google didn't crawl your site after you added the structured data, you won't get the rich snippet results you want. To resolve this issue, you should ask Google to crawl your site.Solution: Log into the Google Search Console property and have the page you applied the structured data crawled. After Google's bot crawls your page, it will detect the structured data. If the rich snippet does not appear even though the crawl is complete, there may be different problems with your site.Is the structured data structured correctly?You may have added the necessary codes of structural data to your site. However, even the slightest mistake you make will prevent these codes from working correctly. For this reason, you should know what you are doing, but most importantly, you should complete the relevant checks using the necessary tools.Solution: Check your site using the Rich Results Test tool. Fix the codes if you encounter any errors somehow. The Rich Results Test tool can check almost any structured data. If there is a problem, you can find out without wasting time.Have you checked the structured data directives?Google has some unique structured data guidelines. If you want to use structured data and take advantage of Google Rich Snippets features on your site, you must comply with these policies. You may not be able to use rich snippets if you don't comply with Google's policies.Solution: Review Google's structured data guidelines. Meet all the requirements that Google requests. If you want fewer problems, use WordPress or a similar content management system. So you will have fewer problems with policies.Even if you have done everything right for Google Rich Snippets, there is a possibility that you will not be able to take advantage of them. If your domain is not authoritative enough, Google may not display a rich snippet. It means that rich snippet display in Google search engine results is not a guaranteed thing.Benefits of Using Google Rich SnippetsGoogle Rich Snippets should not be confused with Featured Snippets. Both are integrated into the Google search result. However, Featured Snippets take excerpts from the site and present them to the user. Google Rich Snippets, on the other hand, have different benefits and advantages.1. Highlights Your ResultsThere are three types of snippets on the search engine results page. These are regular snippets, rich snippets, and featured snippets. The featured snippet appears directly at point zero of the search results. Normal snippet belongs to normal results. Rich snippet has more advanced features.When a search engine user performs a search, they tend to click on the search result that looks the best in the search results. When you use Google Rich Snippets, you can make your result more eye-catching and attract the attention of users.2. Increases Click-through RateYour click-through rate will increase as your results will look much more attractive on the search engine results page. If there is an image in the Google Rich Snippets option you use, you will have a significant advantage over the results without images.Click-through rate is a very important criterion in terms of search performance. Because Google is a little generous in raising the result that gets more clicks than other results. If you want to improve your click-through rate, you should use the appropriate rich snippet options.3. Improves Search PerformanceRanking high on Google is the best indicator of your search performance. However, in some cases, no matter what you do, you may not be successful in passing the more authoritative sites. In such cases, you can use Google Rich Snippets.When you use a rich snippet, your site's click-through rate will increase, so your ranking will increase. Even if competing sites have more links than you, you can still beat them by using rich snippets. However, you should know that this is not always the case.4. Boosts Your ReputationIn order to be included in Google search results, your site's authority and your brand's reputation must be good. When you start using a rich snippet, you show that you care about your brand. This will inevitably increase the reputation of your brand.When you rank high in Google search results, the value of your brand will increase. You may have trouble getting this value when you don't use rich snippets. Because when you use a normal snippet, you have a very high chance of falling behind in the competition.Google Rich Snippets may seem complicated, but it's super easy to use with the right methods. It will be enough to use the right tools (content management system, plugin, theme, etc.) to help you. You can highlight your site in search results by using a rich snippet.Google Rich Snippets is most beneficial to SEO by reducing the crawl budget, and sites using Rich Snippets are more readable by bots.

Sep 4, 2022 8076 reads

Using WebP Format in Safari Browsers

Along with the importance of search engine optimization and user experience day by day, many technical regulations for websites have also become important to consider. Many metrics such as the experience of the user visiting the website, interacting with the site, and re-visiting the website on another day and time have gained importance. Here, the visual and media content used on the website is one of the important SEO metrics.The biggest disagreement between websites and Google is the use of WebP image format in images added to the website. As it is known, Google supports the use of low-size, structured image formats for the web such as WebP, JPEG2000, and SVG for successful speed on the website. Especially in page speed analysis, it recommends the use of WebP on websites with "publish images in new formats" warnings. However, unfortunately, not all browsers support the WebP format suggested by Google, and it causes results that will negatively affect the user experience when trying to load sites quickly. One of them is that WebP format images do not appear in Safari browsers, which is among the most popular browsers. Here in this article, we talk about how you can generate solutions to WebP formats in Safari browsers.What is WebP Format?With the increase in content production with Web 2.0, the user experience on the pages has also become one of the priority factors. When users visit a website, all DOM elements (images, CSS, JS, etc.) on the page should load quickly, the page should not affect speed metrics such as FCP, LCP, and CLS, and should not slow down pages. However, this positive page speed is not always possible. Especially in e-commerce sites, the use of high-resolution product images causes the pages to load slowly and negatively affects the user experience and data consumption.One of the image formats used as a solution to this situation is the WebP format. Webp is an image format developed by Google that allows the creation of lower-sized images without losing resolution compared to image formats such as PNG and JPG. WebP format (WebPage) are image format mostly customized for web pages. It is a compressed image extension that allows browsers to be displayed to users without fatigue and without excessive resources.What Is The Problem With The WebP Format Of Safari Browsers?WebP formatının avantajlı kullanımından ve Safari tarayıcılarda WebP formatlarının görüntülenmediğinden bahsettik. Peki ama Safari tarayıcıların WebP formatıyla sorunu ne?WebP formatı, Google tarafından oluşturulduğu ve belli tarayıcıların performansı göz önüne alınarak oluşturulduğu için, her tarayıcı tarafından desteklenmemektedir. Safari tarayıcılar da WebP formatlarını desteklemeyen tarayıcılardan bir tanesidir. Aşağıdaki tabloda hangi tarayıcıların WebP formatını desteklediğini görebilirsiniz.It is expected that all browsers will implement updates to support the webp format in the coming years. Because a popular web browser such as Safari does not support the WebP format, which creates a lot of trouble, especially for website owners.Why Should We Use WebP Format?One of the important criteria of search engine optimization (SEO) metrics is website speed. The visual and media content used on the site is one of the factors that most affect the speed of the website. For example, an image used in PNG format has a size of 2 MB, while a JPG extension with the same resolution can reduce up to 750 KB because it compresses the image. WebP format, on the other hand, can compress the same image up to 100 KB as it compresses images compatible with browsers.In this way, a user visiting the page spends 2 MB of upload time and data while uploading the PNG format image, 750 KB of loading time and data for the JPG format image, and 100 KB of loading time and data in WebP format. This adds a positive score to the user experience by search engines, as it allows the user to load the page faster.How to Use WebP Format in Safari Browsers?The use of images with webp extension in Safari browsers is not possible for now. Because the browser infrastructure and rendering engines do not yet support the WebP image extension in Safari browsers. However, there is an alternative solution for users who still want to optimize their site using the WebP format on website.There is a method to install alternative extensions of images with img tag added to the website HTML, in browser-side lines and inability to load problems. You can fix this problem by using onerror. Example:If you pay attention to the image addition in the code above, we first cited our webp extension image in the "src", that is, the source part of the image. However, we have specified the path to the JPG version of the same image in case there is any error and the image cannot be loaded immediately.This way, if the WebP format cannot be loaded in any browser, the browser will load the JPG version of the image and will not negatively impact the user experience by displaying any visual clutter. Thanks to the Onerror event, you can use your images in WebP format and provide a fast and performance page experience in all browsers that support WebP format.