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Structured Data and Schema.org: The Hair Metal Edition

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The latest on schema.org and structured data for search marketing. From the Add3 SEO Meetup

The latest on schema.org and structured data for search marketing. From the Add3 SEO Meetup

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  • 1. Structured Data – The 80s Hair Metal Edition Matthew J. Brown - Moz - @MatthewJBrown
  • 2. Remember REO Speedwagon?
  • 3. Remember 10 blue links?
  • 4. THAT WASN’T VERY METAL
  • 5. So now we’ve got SERPs that ROCKKKK
  • 6. Structured data allows big sites to buy ‘beachfront property’
  • 7. And also allows smaller players to snatch up real estate
  • 8. 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% Big sites: Ahead of the game bit.ly/HQraE9
  • 9. But the game changes all the time
  • 10. The (updated) basics
  • 11. Schema.org, Twitter Cards, Authorship, Open Graph (all of these and more covered by @ipullrank here: bit.ly/11cwNBU)
  • 12. Open Graph Tags https://developers.facebook.com/docs/opengraph/
  • 13. Keep a lookout for new Open Graph actions: bit.ly/Zxop33
  • 14. Yandex is using Open Graph create interactive “Islands”
  • 15. Gmail is supporting ‘Actions in the Inbox’ with Schema.org
  • 16. Twitter Cards: https://dev.twitter.com/docs/cards
  • 17. Keep a lookout for new channels using data markup (Pinterest’s Rich Pins: bit.ly/12oiJoe)
  • 18. “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
  • 19. Schema.org Step 2: Prioritize bit.ly/xWKwcU
  • 20. Schema.org Step 3: Competition
  • 21. Schema.org Step 4: Validate - bit.ly/1aFaoV2
  • 22. Schema.org Step 5: Keep track of changes to this WMT page: http://bit.ly/105kY02
  • 23. Schema.org Step 6: The rich snippets Hail Mary: http://bit.ly/yZ8vkb
  • 24. Let’s get Semantic
  • 25. Source: SEOSkeptic Deeper Dive on Hummingbird from Aaron Bradley (http://bit.ly/1aLpw0a) and AJ Kohn (http://bit.ly/1cXragb)
  • 26. It’s not just about links anymore
  • 27. Go all in with markup
  • 28. http://conceptnet5.media.mit.edu/
  • 29. http://conceptnet5.media.mit.edu/
  • 30. What did we learn from the 80s?
  • 31. Sometimes, the party is over
  • 32. Google is the grunge of search
  • 33. They’re taking over lots of the good stuff
  • 34. Way more
  • 35. Displacing entire verticals
  • 36. Sometimes without structured data
  • 37. Have a plan to survive
  • 38. Our brave new mobile world
  • 39. Mobile + Desktop BFFs
  • 40. Plan for mobile/table traffic
  • 41. Use authorship to maximize domain authority
  • 42. Put G+ and Author Rank to work
  • 43. http://moz.com/blog/using-google-plus-to-appear-in-the-top-resultsevery-time-whiteboard-friday
  • 44. Can I be an “entity in the knowledge graph”? YES. http://www.greenlaneseo.com/blog/2014/02/optimize-now-entities-relationships/
  • 45. Email: mjb@moz.com Twitter: @MatthewJBrown Stryper says THANKS!