schema for heavyweights seer searchchurch nov 2013
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Schema.org and semantic SEO strategy for big sites. I presented this as SEER's SearchChurch event in Nov 2013, where all proceeds went to charity.TRANSCRIPT
Schema.org and Semantic Strategy for HeavyweightsMatthew J. Brown - @MatthewJBrown
SEER SearchChurch – Nov 2013
Matthew J. BrownHead of Special ProjectsMozlandia!
Twitter: @MatthewJBrown
Slideshare: MatthewBrownPDX
http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
Source: http://multiplayerblog.mtv.com/wp-content/uploads/2008/12/mike-tyson-1985.jpg
The good news: The rich get richer (in snippets)
Markup allows enterprise sites to buy ‘beachfront property’
Adoption is rising, and is top-heavy:bit.ly/HQraE9
Almost 75% of the Top 100 sites in Alexa contain structured data markup
Over the Top 1 Million sites in Alexa, that drops to 20%
Schema.org, Twitter Cards, Authorship, Open Graph(all of these and more covered by @ipullrank here: bit.ly/11cwNBU)
Image markup: Open Graph
Open Graph Tagshttps://developers.facebook.com/docs/opengraph/
Keep a lookout for new channels using data markup(Pinterest’s Rich Pins: bit.ly/12oiJoe)
“If your site has very few pages, or very few pages with marked-up structured data, it may not be picked up by the rich snippets system.”
Schema.org Step 1: RTFM! (bit.ly/1aFaoV2)
Step 2: Prioritize bit.ly/xWKwcU
Step 3: Keep track of changes to this WMT page: http://bit.ly/105kY02
Step 5 The rich snippets Hail Mary:http://bit.ly/yZ8vkb
Update your Training
Hummingbird
Deeper Dive on Hummingbird from Aaron Bradley (http://bit.ly/1aLpw0a) and AJ Kohn (http://bit.ly/1cXragb)
Source: SEOSkeptic
Semantic SEO = Entities
Freebase
Alchemy API
Fresh Web Explorer Alerts
Trendsmap ($)
Bottlenose ($)
Author rank and G+
Now for some bad news
You are not Mike Tyson
Google is the champ of semantic search
They’re taking more beachfront property
Way more
Displacing entire verticals
Dr. Pete is tracking the crazyhttps://plus.google.com/+SEOmoz/posts #mozcast
What’s an enterprise site gonna do?
Go all in with markup
It’s not just about links anymore
Use authorship to maximize domain authority
G+
Put G+ and Author Rank to work
http://moz.com/blog/using-google-plus-to-appear-in-the-top-results-every-time-whiteboard-friday
Adjust enterprise training programs: THINGS not STRINGS
Emphasize our brave new mobile world
Show examples of mobile/desktop results
Go to SemTechBiz: Make friends
Bonus round
http://kotaku.com/watch-mike-tyson-play-mike-tysons-punch-out-for-the-f-1170599272