Schema 201 - SMX Sydney Apr 2013

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Real world success, resources and action items to help SEOs make the best of Semantic web and microdata

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Schema 201 - SMX Sydney Apr 2013

  1. 1. SCHEMA 201: REAL WORLDMARKUP FOR SUCCESSFrederic ChanutManaging Director, In Marketing We TrustDeck is on Slideshare: InMktgWeTrust
  2. 2. AGENDA 2‣ Quick introduction‣ Available syntax and Vocabularies‣ Examples of Schema.org Syntax‣ Schema beyond SEO‣ Facebook and Opengraph updates‣ Tools and Useful resources
  3. 3. APPROACH 3 + 30% CTR “Tests have shown a 30% increase in Organic search-engine traffic to websites using Microdata or similar technologies.” Paul BruemmerSending detailed information about the meaning of yourpage content to search engines and other data consumers,in a way that can be easily processed by computers.AKA: Delivering code readable by humans while visualizingwhat a machine might get out of the rich markup.
  4. 4. HELPS RANKING 4 “I wouldn’t necessarily count on that giving you any sort of ranking boost…I’m not going to take it off the table” – Matt Cutts“ I wouldn’t count on that giving you a good ranking boost, although it can be a good idea to markup things in a rich structure just because, youknow…”
  5. 5. Syntax and Vocabulary 5MOST POPULAR SEMANTIC SEO Sending detailed information about the meaning of your page content to search engines and other data consumers in a way that can be easily processed by computers. – Good-relations.org
  6. 6. Syntax and Vocabulary 6WORTH KNOWING
  7. 7. RICH SNIPPETS SUPPORTED BY GOOGLE 7 Bookmark it
  8. 8. SCHEMA.ORG 8 Bookmark it
  9. 9. ALL MARKUPS EXPLAINED 9 Download it
  10. 10. DYI SCHEMA 10 Bookmark it
  11. 11. LOCAL BUSINESS 11
  12. 12. LOCAL RELEVANCE 12Structured Markup for relevance to enhance local user experience
  13. 13. AUTOMATED SCHEMA INJECTION 13 Post
  14. 14. INTERNAL SEARCH USE 14Semantic SEO as part of your internal search
  15. 15. SOCIAL MEDIA 15Semantic Web for SEO & Social via OpenGraph
  16. 16. FACEBOOK NEWS FEED UPDATE 16 Facebook Newsfeed change guide | HubspotAlmost 50% of news Feed content today is photos and visual content. Link
  17. 17. MORE ITEMS IN OG? 17
  18. 18. OPENGRAPH FACEBOOK API 18 Bookmark it
  19. 19. KNOWLEDGE GRAPH 19
  20. 20. LOOKS FAMILIAR? 20 FYI
  21. 21. KEY TAKEAWAYS 21Semantic Web is now a Best PracticeTest on small batch. Demonstrate value. Show how it is doneIdentify right schema for your verticalThink about changes to apply Schema at CMS levelCommunicate to dev. and content important data fields you needExplain the changes in site architectureDon’t leave schema to dev. Decide what you want to do
  22. 22. OTHER RESOURCES 22WP SEO Plugin | YoastSchema Creator Tool | Raven SEOWP Schema Creator | Raven SEORich Snippet Not Appearing | Google Webmaster HelpGoogle – Rich Snippet help formOpengraph Overview | Facebook DevelopersEcommerce Semantic SEO | Good Relations
  23. 23. 23THANKSFrederic ChanutManaging Director, In Marketing We TrustTwitter: @InMkgWeTrustSlideshare: InMktgWeTrust

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