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
Schema For Content WritersCarrie HillDirector of Online Marketing ServicesKeyRelevance, LLC@CarrieHillCarrie@KeyRelevance.com@CarrieHill
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.
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
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
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
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!
OfferYou can only format 1 product per page, butyou CAN put multiple offers on that oneproduct. Ebay is a prime example:@CarrieHill
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
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
Authorship ResourcesAdvanced Authorship Webinar by Mike Arnesenhttp://goo.gl/J9x4QRaventools Rel=Author Resource Listhttp://goo.gl/C8XhY
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
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/jqQdx• Schema-Creator.com• Blind Five Year Old Rich Snippet Testing Bookmarklet- http://goo.gl/fI3WE@CarrieHill