SCHEMA 201: REAL WORLDMARKUP FOR SUCCESSFrederic ChanutManaging Director, In Marketing We TrustDeck is on Slideshare: InMktgWeTrust
AGENDA 2‣ Quick introduction‣ Available syntax and Vocabularies‣ Examples of Schema.org Syntax‣ Schema beyond SEO‣ Facebook and Opengraph updates‣ Tools and Useful resources
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.
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…”
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
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
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
23THANKSFrederic ChanutManaging Director, In Marketing We TrustTwitter: @InMkgWeTrustSlideshare: InMktgWeTrust