using schema.org to improve seo

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Stéphane Corlosquet, DrupalCamp Asheville, NC August 2014 Using schema.org to improve SEO Stéphane Corlosquet, DrupalCamp Asheville, NC August 2014

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Stéphane Corlosquet,DrupalCamp Asheville, NCAugust 2014

Using schema.org to improve SEO

Stéphane Corlosquet,DrupalCamp Asheville, NCAugust 2014

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About the speakers

● Stéphane “scor” Corlosquet

– 8 years with Drupal

– Software engineer @ Acquia

– Drupal RDF core maintainer

– Drupal Security Team member

– Contrib modules: RDF Extensions,SPARQL, schema.org, WebID

– Member of the RDFa WG at W3C

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SEO ?

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Search Engine Optimization

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Search Engine Optimization

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Search Experience Optimization

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Knowledge Graph

● Google's internal knowledge base

● Helps user find information quickly + easily

● Knows about people, places, cities, celebrities, movies, work or art...

● “Things, not strings” - no keyword matching

● Hummingbird algorithm update (largest update since 2001)

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Knowledge Graph

● 570 million real-world objects

● 18 billion facts and relationships

● Built from content gathered from the Web

● Freebase

– Acquired by Google in 2010

– 39 Million topics

– 1,9 Billion facts and relationships

● Wikipedia

● More? → Video and video

Knowledge Graph

● Live Entity disambiguation

Knowledge Graph

● Direct answers

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Knowledge Graph

● List and collections

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Knowledge Graph

● Entity summary

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Other search engines similar efforts

● Bing - Satori

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What about Drupal?

● Drupal sites hold a lot of the data on the Web

– > 2 Million sites

– 2% of the web

– Variety of content: news, gov, corporate, media, commerce

● Drupal's data is structured inside

– Entities: Node, User, Comment, Taxonomy term

– Properties: fields (text, entity reference...)

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Challenge

How can you make Drupal data easily understandable by search engines?

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Schema.org standard

● General web schema for everyone to use

● 400+ types (book, recipe, event, person...)

● Sponsored and supported by major search engines: Google, Yahoo!, Bing, Yandex

● Multiple formats: RDFa, Microdata, JSON-LD

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Schema.org

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How does schema.org apply to Drupal?

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Schema.org module for Drupal

● Map your content types and fields to the schema.org terms

http://drupal.org/project/schemaorg

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Schema.org module for Drupal

● Map your content types and fields to the schema.org terms

http://drupal.org/project/schemaorg

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Schema.org module for Drupal

● Map your content types and fields to the schema.org terms

http://drupal.org/project/schemaorg

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Node

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Schema.org mappings in HTML

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Preview Rich Snippet

● http://www.google.com/webmasters/tools/richsnippets

New features in Drupal 8

New fields

Content become schema.org entities

Use cases

Musical Artists: Specify your events to Google

Create semantic content

Create semantic content

Publish semantic content

Branded

Discoverable

Contextual

Multichannel delivery

Commerce: comparison

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Thanks!

Reach out:● [email protected]● @scorlosquet