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.

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