Schema For Content WritersCarrie HillDirector of Online Marketing ServicesKeyRelevance, LLC@CarrieHillCarrie@KeyRelevance....
What is Schema?@CarrieHillMany sites are generated from structured data, which is often stored indatabases. Databases labe...
The Need to be DiscoveredWhen there are hundreds or thousands ofwebsites competing for the same real estate –website owner...
The need to bedifferent!None – What’s Up Amazon?None – What’s Up Amazon?Product, AggregateRating, Offer, Rating, ReviewPro...
Offering Schema as a CopywriterIn many cases, you may be educating clients as to whythey need schema, that’s okVery few co...
What can I SchemaAT LEAST574 Different OptionsThat’s 328,902 combinations of 2 schemasThat’s 188,131,944 combinations of 3...
What can Schema Do?#4 #6Oct2012#25Oct2012#8
AddressesEasiest to mark upEasiest to implement
Servicing Locations
ProductsOops@CarrieHill
Events -Google’s Data Highlighter Tool“works” for events only – but itdoesn’t really work very well.@CarrieHill
Video@CarrieHill
Recipe@CarrieHill
Location@CarrieHill
OfferYou can only format 1 product per page, butyou CAN put multiple offers on that oneproduct. Ebay is a prime example:@C...
AuthorshipConnecting WHO you are with WHAT you write is thenewest, and best way, to see top results quickly.<a href="[prof...
What Authorship DoesBrands your work as YOURS– If you are ghost writing, this is probably not for youMakes the search resu...
Authorship ResourcesAdvanced Authorship Webinar by Mike Arnesenhttp://goo.gl/J9x4QRaventools Rel=Author Resource Listhttp:...
PublisherPublisher markup is like authorship for brandsSet it up much like rel=author.Update your sites home page by addin...
Essential Tools• Raven’s Schema Creator Tool for WordPress@CarrieHill
More Tools• Schema Creator from RavenTools - http://goo.gl/xa4lJ• Schema.org• Rich Snippet Testing Tool - http://goo.gl/jq...
Thank You!Carrie HillKeyRelevance, LLC@CarrieHill@KeyRelevance(972) 429-1222info@keyrelevance.com@CarrieHill
Upcoming SlideShare
Loading in …5
×

Schema for Copywriting Professionals - April 2013

300 views

Published on

From a presentation given to Heather Lloyd-Martin's Copywriting Class.

Published in: Self Improvement
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
300
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Amazon has markup, I’m told, but they have it “hosted” elsewhere, not in the code
  • Wrote a post January 2013, used data highlighter – let it sit until Mid-feb – no event markup in SERP – changed to Schema markup using Schema Creator WP plugin – saw event markup in SERP within a week. Also the data highlighter tool ONLY works for Google.
  • Recipe, Breadcrumbs, Image, authorship, publisher
  • Schema for Copywriting Professionals - April 2013

    1. 1. Schema For Content WritersCarrie HillDirector of Online Marketing ServicesKeyRelevance, LLC@CarrieHillCarrie@KeyRelevance.com@CarrieHill
    2. 2. What is Schema?@CarrieHillMany sites are generated from structured data, which is often stored indatabases. Databases label sections of data, much like a column, row orcell in an excel worksheetWhen this data is formatted into HTML, it becomes very difficult torecover the original structured data.Many applications, especially search engines, can benefit greatly fromdirect access to this structured data.On-page markup enables search engines and other web-bastedapplications to understand the information on web pages and providericher search results in order to make it easier for users to find relevantinformation on the web.
    3. 3. The Need to be DiscoveredWhen there are hundreds or thousands ofwebsites competing for the same real estate –website owners need a leg up on thecompetition.1. Are competitors using Schema already?2. Can you be the first in your niche toimplement?3. What opportunities can you glean and howcan you match a schema protocol to it?@CarrieHill
    4. 4. The need to bedifferent!None – What’s Up Amazon?None – What’s Up Amazon?Product, AggregateRating, Offer, Rating, ReviewProduct, WebPage, Offer, Book, Person, Organization, Aggregate Rating, Review, RatingBook, Person, Aggregate Rating, ReviewNoneNone@CarrieHill
    5. 5. Offering Schema as a CopywriterIn many cases, you may be educating clients as to whythey need schema, that’s okVery few copywriters will be offering this service, soyou’re adding extra value to your serviceSeeing results from your copy, more quickly, will bringyou more repeat work, you can also track rankings andpopularity of your pages and use it as a selling point
    6. 6. What can I SchemaAT LEAST574 Different OptionsThat’s 328,902 combinations of 2 schemasThat’s 188,131,944 combinations of 3 schemasThat’s a lot of Schemas!Fun factoid – We’re only 238,900 miles from theMoon!
    7. 7. What can Schema Do?#4 #6Oct2012#25Oct2012#8
    8. 8. AddressesEasiest to mark upEasiest to implement
    9. 9. Servicing Locations
    10. 10. ProductsOops@CarrieHill
    11. 11. Events -Google’s Data Highlighter Tool“works” for events only – but itdoesn’t really work very well.@CarrieHill
    12. 12. Video@CarrieHill
    13. 13. Recipe@CarrieHill
    14. 14. Location@CarrieHill
    15. 15. OfferYou can only format 1 product per page, butyou CAN put multiple offers on that oneproduct. Ebay is a prime example:@CarrieHill
    16. 16. AuthorshipConnecting WHO you are with WHAT you write is thenewest, and best way, to see top results quickly.<a href="[profile_url]?rel=author">Google</a>Replace [profile_url] with your Google+ profile.Link your G+ profile back to the article you’ve writtenfrom the “Add Custom Link” section
    17. 17. What Authorship DoesBrands your work as YOURS– If you are ghost writing, this is probably not for youMakes the search results stand out andincreases organic CTR
    18. 18. Authorship ResourcesAdvanced Authorship Webinar by Mike Arnesenhttp://goo.gl/J9x4QRaventools Rel=Author Resource Listhttp://goo.gl/C8XhY
    19. 19. PublisherPublisher markup is like authorship for brandsSet it up much like rel=author.Update your sites home page by adding a link to yourGoogle+ page, like this:<a href="https://plus.google.com/[yourpageID]"rel="publisher">Find us on Google+</a>Then link back to your website from the BRAND’SGoogle+ Page
    20. 20. Essential Tools• Raven’s Schema Creator Tool for WordPress@CarrieHill
    21. 21. More Tools• Schema Creator from RavenTools - http://goo.gl/xa4lJ• Schema.org• Rich Snippet Testing Tool - http://goo.gl/jqQdx• Schema-Creator.com• Blind Five Year Old Rich Snippet Testing Bookmarklet- http://goo.gl/fI3WE@CarrieHill
    22. 22. Thank You!Carrie HillKeyRelevance, LLC@CarrieHill@KeyRelevance(972) 429-1222info@keyrelevance.com@CarrieHill

    ×