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My slides from the Schema 201 session at SMX West 2013.

My slides from the Schema 201 session at SMX West 2013.



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  • Matthew Brown Head of Special Projects SEOmoz (in Portland!) Twitter: @MatthewJBrown Slideshare: MatthewBrownPDX
  • What types of rich snippets does Google support? Bookmark This!
  • How do to each one? SEOGadget has you covered - Bookmark This!
  • How do I troubleshoot rich snippets? Bookmark This!
  • “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: Bookmark This!
  • Data Highlighter: What does it do?
  • But! Not as reliable as markup code, and only Google can see it
  • Breadcrumbs, and…um..more breadcrumbsWhat do Bing SERP snippets look like?
  • Inventory status, Review stars, authorship snippet, breadcrumbs, prices, sharesGoogle search for the same query
  • At least there’s this? (Come on now, Bing)
  • Facebook: Graph Search and Open Graph@MatthewJBrown #SMX #23C
  • When does Graph Search roll in Open Graph?
  • FB Open Graph API search: Bookmark This!
  • Open Graph Actions?
  • New OG Action Opportunities - More info!
  • Use OG markup to optimize from start to finish
  • Everything just got bigger on FB - More Info!
  • There are many languages and vocabularies for structured data
  • To get started, focus on and Open Graph
  • The Good Relations blog for ecommerce markup: Bookmark This!
  • Want to check semantic markup stats? Bookmark This!
  • @MatthewJBrown #SMX #23C
  • Breadcrumbs (Competition: Easy)
  • Events (Competition: Medium, but KG potential)
  • Recipes (Competition: BRUTAL)
  • Music (Hard, but can get KG query clicks)
  • People (easy, but don’t often appear)
  • Products (Medium) – Reviews: (Hard)
  • Application Search (competition level: MED)
  • Only 1,620 domains using Schema for hotels! 655 for restaurants, 435 for auto dealers
  • Yes. We’ve seen up to 70% growth in CTR
  • Come on over to the Knowledge Graph session!