Schema for Heavyweights SEER SearchChurch Nov 2013

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Schema.org and semantic SEO strategy for big sites. I presented this as SEER's SearchChurch event in Nov 2013, where all proceeds went to charity.

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Schema for Heavyweights SEER SearchChurch Nov 2013

  1. 1. Schema.org and Semantic Strategy for Heavyweights Matthew J. Brown - @MatthewJBrown SEER SearchChurch – Nov 2013
  2. 2. Matthew J. Brown Head of Special Projects Mozlandia! Twitter: @MatthewJBrown Slideshare: MatthewBrownPDX http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
  3. 3. Source: http://multiplayerblog.mtv.com/wp-content/uploads/2008/12/mike-tyson-1985.jpg The good news: The rich get richer (in snippets)
  4. 4. Markup allows enterprise sites to buy ‘beachfront property’
  5. 5. Almost 75% of the Top 100 sites in Alexa contain structured data markup Over the Top 1 Million sites in Alexa, that drops to 20% Adoption is rising, and is top-heavy: bit.ly/HQraE9
  6. 6. Schema.org, Twitter Cards, Authorship, Open Graph (all of these and more covered by @ipullrank here: bit.ly/11cwNBU)
  7. 7. Open Graph Tags https://developers.facebook.com/docs/opengraph/
  8. 8. Keep a lookout for new Open Graph actions: bit.ly/Zxop33
  9. 9. Twitter Cards: https://dev.twitter.com/docs/cards
  10. 10. Keep a lookout for new channels using data markup (Pinterest’s Rich Pins: bit.ly/12oiJoe)
  11. 11. “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.” Schema.org Step 1: RTFM! (bit.ly/1aFaoV2)
  12. 12. Step 2: Prioritize bit.ly/xWKwcU
  13. 13. Step 3: Keep track of changes to this WMT page: http://bit.ly/105kY02
  14. 14. Step 4: Troubleshoot if snippets take too longhttp://bit.ly/P6pF4n
  15. 15. Step 5 The rich snippets Hail Mary: http://bit.ly/yZ8vkb
  16. 16. Update your Training
  17. 17. Source: SEOSkeptic Deeper Dive on Hummingbird from Aaron Bradley (http://bit.ly/1aLpw0a) and AJ Kohn (http://bit.ly/1cXragb)
  18. 18. http://conceptnet5.media.mit.edu/
  19. 19. http://conceptnet5.media.mit.edu/
  20. 20. Read Bill’s patent write-up here: bit.ly/1esMZYV
  21. 21. Now for some bad news
  22. 22. You are not Mike Tyson
  23. 23. Google is the champ of semantic search
  24. 24. They’re taking more beachfront property
  25. 25. Way more
  26. 26. Displacing entire verticals
  27. 27. Dr. Pete is tracking the crazy https://plus.google.com/+SEOmoz/posts #mozcast
  28. 28. What’s an enterprise site gonna do?
  29. 29. Go all in with markup
  30. 30. It’s not just about links anymore
  31. 31. Use authorship to maximize domain authority
  32. 32. Put G+ and Author Rank to work
  33. 33. http://moz.com/blog/using-google-plus-to-appear-in-the-top-resultsevery-time-whiteboard-friday
  34. 34. Adjust enterprise training programs: THINGS not STRINGS
  35. 35. Emphasize our brave new mobile world
  36. 36. Show examples of mobile/desktop results
  37. 37. Go to SemTechBiz: Make friends
  38. 38. mjb@moz.com Twitter: @MatthewJBrown Email: Thanks for coming out!
  39. 39. http://kotaku.com/watch-mike-tyson-play-mike-tysons-punch-out-for-the-f-1170599272

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