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

1. Schema For Content Writers
Carrie Hill
Director of Online Marketing Services
KeyRelevance, LLC
@CarrieHill
Carrie@KeyRelevance.com
@CarrieHill

2. What is Schema?
@CarrieHill
Many sites are generated from structured data, which is often stored in
databases. Databases label sections of data, much like a column, row or
cell in an excel worksheet
When this data is formatted into HTML, it becomes very difficult to
recover the original structured data.
Many applications, especially search engines, can benefit greatly from
direct access to this structured data.
On-page markup enables search engines and other web-basted
applications to understand the information on web pages and provide
richer search results in order to make it easier for users to find relevant
information on the web.

3. The Need to be Discovered
When there are hundreds or thousands of
websites competing for the same real estate –
website owners need a leg up on the
competition.
1. Are competitors using Schema already?
2. Can you be the first in your niche to
implement?
3. What opportunities can you glean and how
can you match a schema protocol to it?
@CarrieHill

4. The need to be
different!
None – What’s Up Amazon?
None – What’s Up Amazon?
Product, Aggregate
Rating, Offer, Rating, Review
Product, Web
Page, Offer, Book, Person, Organization, Aggregat
e Rating, Review, Rating
Book, Person, Aggregate Rating, Review
None
None
@CarrieHill

5. Offering Schema as a Copywriter
In many cases, you may be educating clients as to why
they need schema, that’s ok
Very few copywriters will be offering this service, so
you’re adding extra value to your service
Seeing results from your copy, more quickly, will bring
you more repeat work, you can also track rankings and
popularity of your pages and use it as a selling point

6. What can I Schema
AT LEAST
574 Different Options
That’s 328,902 combinations of 2 schemas
That’s 188,131,944 combinations of 3 schemas
That’s a lot of Schemas!
Fun factoid – We’re only 238,900 miles from the
Moon!

7. What can Schema Do?
#4 #6
Oct
2012
#25
Oct
2012
#8

8. Addresses
Easiest to mark up
Easiest to implement

9. Servicing Locations

10. Products
Oops
@CarrieHill

11. Events -
Google’s Data Highlighter Tool
“works” for events only – but it
doesn’t really work very well.
@CarrieHill

12. Video
@CarrieHill

13. Recipe
@CarrieHill

14. Location
@CarrieHill

15. Offer
You can only format 1 product per page, but
you CAN put multiple offers on that one
product. Ebay is a prime example:
@CarrieHill

16. Authorship
Connecting WHO you are with WHAT you write is the
newest, 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 written
from the “Add Custom Link” section

17. What Authorship Does
Brands your work as YOURS
– If you are ghost writing, this is probably not for you
Makes the search results stand out and
increases organic CTR

18. Authorship Resources
Advanced Authorship Webinar by Mike Arnesen
http://goo.gl/J9x4Q
Raventools Rel=Author Resource List
http://goo.gl/C8XhY

19. Publisher
Publisher markup is like authorship for brands
Set it up much like rel=author.
Update your site's home page by adding a link to your
Google+ 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’S
Google+ Page

20. Essential Tools
• Raven’s Schema Creator Tool for WordPress
@CarrieHill

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. Thank You!
Carrie Hill
KeyRelevance, LLC
@CarrieHill
@KeyRelevance
(972) 429-1222
info@keyrelevance.com
@CarrieHill