Schema and Open Graph 101 - SMX Munich
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Schema and Open Graph 101 - SMX Munich






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Schema and Open Graph 101 - SMX Munich Schema and Open Graph 101 - SMX Munich Presentation Transcript

  • Matthew Brown Head of Special Projects SEOmoz Twitter: @MatthewJBrown Slideshare: MatthewBrownPDX
  • Semantic Search Engine Optimization (Semantic SEO) is theuse of techniques from the Semantic Web technology stackfor:1.sending detailed information about the meaning of yourpage content to search engines and other data consumers,2. in a way that can be easily processed by computers. Good definition of Semantic SEO:
  • Schema: A specific vocabulary So what’s Microdata? RDFa?
  • There are many languages and vocabularies for structured data
  • To get started, focus on and Open Graph
  • What types of rich snippets does Google support?
  • How do to each one? SEOGadget has you covered -
  • How do I troubleshoot rich snippets?
  • “If your site has very few pages, or very few pages with marked-up structured data, it may not be picked up by the rich snippets system.”There are non-obvious things you may need to troubleshoot
  • All else fails? Try Google’s mystery form:
  • Rich Snippets can take up 30 days or more. Don’t panic. Study at:
  • Facebook: Open Graph Protocol@MatthewJBrown #SMX Munich
  • @Facebook Germany - #10 MatthewJBrown #SMX Munich
  • Use OG markup to optimize from start to finish
  • Everything just got bigger on FB - More Info!
  • Open Graph Actions?
  • New OG Action Opportunities - More info!
  • Twitter Cards -
  • Twitter Cards Apps and Links -
  • .com Breadcrumbs (Competition: Easy)
  • .de Breadcrumbs (Competition: Very Easy)
  • .com Recipes (Competition: BRUTAL)
  • .de Recipes (Competition: low)
  • .com Events (Competition: Medium)
  • .de Events (Competition: Medium)
  • .com Products (Medium) – Reviews: (Hard)
  • .de Products (Easy) – Reviews: (Medium)
  • Only 1,620 domains using Schema for hotels! 655 for restaurants, 435 for auto dealers
  • Want to check semantic markup stats?
  • Yes. We’ve seen up to 70% growth in CTR
  • Structured Data Testing Tool -
  • Structured Data WMT Data is solid
  • Facebook Object Debugger:
  • Schema Creator from Raven:
  • Wordpress Schema plugin from Raven:
  • The Good Relations blog for ecommerce markup: Bookmark This!
  • – Semantic web search engine
  • Raven has an excellent guide here:
  • Proposed schemas:
  • Semantic SEO Follow ListFolks who have some SEO/Semantic Web crossover:Aaron Bradley - @aaranged – Hands down the best curator of semantichappenings on the SEO side. When he blogs at it’s not to be missed.Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens tobe speaking at the Semantic Web 2012 conferenceSean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionallyfor http://www.semanticweb.comJay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’sthe man responsible for Best Buy’s 30% CTR increase with rich snippets.Dan Brickley - @DanBri – outreach for Google, works onproposed specs People who have both search and semantic backgrounds
  • Semantic Tech ProsSemantic Tech Folks who are very smart and say things I don’t get:Martin Hepp- @MFHepp– Heads up Good Relations, which is the mostextensive vocabulary for e-commerce dataManu Sporny - @ManuSporny – Leader of the W3C working group forRDF. The man leading the charge for the RDF spec.Lin Clark - @LinClark – Works on the linked data/RDF integration forDrupal. Codes neat linked data things for Drupal.Gregg Kellogg - @Gkellogg – Semantic Web Developer of all trades.Wrote the Structured Data Linter.Aaron Bradley’s gigantic Semantic Twitter Group:!/aaranged/semantic-web - Like tapping into theMatrix of semantic tech information. People building semantic tech tools and standards