schema 201 - smx sydney apr 2013
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SCHEMA 201: REAL WORLD
MARKUP FOR SUCCESS
Frederic Chanut Managing Director, In Marketing We Trust Deck is on Slideshare: InMktgWeTrust
AGENDA
‣ Quick introduction
‣ Available syntax and Vocabularies
‣ Examples of Schema.org Syntax
‣ Schema beyond SEO
‣ Facebook and Opengraph updates
‣ Tools and Useful resources
2
Sending detailed information about the meaning of your
page content to search engines and other data consumers,
in a way that can be easily processed by computers.
AKA: Delivering code readable by humans while visualizing
what a machine might get out of the rich markup.
3 APPROACH
+ 30% CTR “Tests have shown a
30% increase in
Organic search-engine traffic
to websites using Microdata
or similar technologies.”
Paul Bruemmer
HELPS RANKING
“ I wouldn’t count on that giving you a good ranking boost, although it can be a good idea to markup things in a rich structure just because, you
know…”
4
“I wouldn’t necessarily count on that giving you any sort of ranking boost…I’m not going to take it off the table” – Matt Cutts
Syntax and Vocabulary 5
MOST POPULAR SEMANTIC SEO
Sending detailed
information about the
meaning of your page
content to search engines
and other data consumers
in a way that can be easily
processed by computers.
– Good-relations.org
WORTH KNOWING
Syntax and Vocabulary 6
RICH SNIPPETS SUPPORTED BY GOOGLE 7
Bookmark it
ALL MARKUPS EXPLAINED 9
Download it
LOCAL BUSINESS 11
LOCAL RELEVANCE
12
Structured Markup for relevance to enhance local user experience
AUTOMATED SCHEMA INJECTION 13
Post
Semantic SEO as part of your internal search
INTERNAL SEARCH USE 14
Semantic Web for SEO & Social via OpenGraph
SOCIAL MEDIA 15
Almost 50% of news Feed content today is photos and visual content. Link
FACEBOOK NEWS FEED UPDATE 16
Newsfeed
change guide |
Hubspot
MORE ITEMS IN OG? 17
KNOWLEDGE GRAPH 19
KEY TAKEAWAYS
Semantic Web is now a Best Practice
Test on small batch. Demonstrate value. Show how it is done
Identify right schema for your vertical
Think about changes to apply Schema at CMS level
Communicate to dev. and content important data fields you need
Explain the changes in site architecture
Don’t leave schema to dev. Decide what you want to do
21
WP SEO Plugin | Yoast
Schema Creator Tool | Raven SEO
WP Schema Creator | Raven SEO
Rich Snippet Not Appearing | Google Webmaster Help
Google – Rich Snippet help form
Opengraph Overview | Facebook Developers
Ecommerce Semantic SEO | Good Relations
OTHER RESOURCES 22
THANKS 23
Frederic Chanut
Managing Director, In Marketing We Trust
Twitter: @InMkgWeTrust
Slideshare: InMktgWeTrust
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