Structured Data – The 80s Hair Metal Edition
Matthew J. Brown - Moz - @MatthewJBrown
Remember REO Speedwagon?
Remember 10 blue links?
THAT WASN’T VERY METAL
So now we’ve got SERPs that ROCKKKK
Structured data allows big sites to buy ‘beachfront property’
And also allows smaller players to snatch up real estate
Almost 75% of the Top 100 sites in Alexa
contain structured data markup
Over the Top 1 Million sites in Alexa, that
drops ...
But the game changes all the time
The (updated) basics
Schema.org, Twitter Cards, Authorship, Open Graph
(all of these and more covered by @ipullrank here: bit.ly/11cwNBU)
Open Graph Tags
https://developers.facebook.com/docs/opengraph/
Keep a lookout for new Open Graph actions: bit.ly/Zxop33
Yandex is using Open Graph create interactive “Islands”
Gmail is supporting ‘Actions in the Inbox’ with Schema.org
Twitter Cards: https://dev.twitter.com/docs/cards
Keep a lookout for new channels using data markup
(Pinterest’s Rich Pins: bit.ly/12oiJoe)
“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 sn...
Schema.org Step 2: Prioritize bit.ly/xWKwcU
Schema.org Step 3: Competition
Schema.org Step 4: Validate - bit.ly/1aFaoV2
Schema.org Step 5: Keep track of changes to this
WMT page: http://bit.ly/105kY02
Schema.org Step 6: The rich snippets Hail Mary:
http://bit.ly/yZ8vkb
Let’s get Semantic
Source: SEOSkeptic

Deeper Dive on Hummingbird from Aaron Bradley
(http://bit.ly/1aLpw0a) and AJ Kohn (http://bit.ly/1cXra...
It’s not just about links anymore
Go all in with markup
http://conceptnet5.media.mit.edu/
http://conceptnet5.media.mit.edu/
What did we learn from the 80s?
Sometimes, the party is over
Google is the grunge of search
They’re taking over lots of the good stuff
Way more
Displacing entire verticals
Sometimes without structured data
Have a plan to survive
Our brave new mobile world
Mobile + Desktop BFFs
Plan for mobile/table traffic
Use authorship to maximize domain authority
Put G+ and Author Rank to work
http://moz.com/blog/using-google-plus-to-appear-in-the-top-resultsevery-time-whiteboard-friday
Can I be an “entity in the knowledge graph”? YES.
http://www.greenlaneseo.com/blog/2014/02/optimize-now-entities-relations...
Email:

mjb@moz.com Twitter: @MatthewJBrown

Stryper says THANKS!
Structured Data and Schema.org: The Hair Metal Edition
Structured Data and Schema.org: The Hair Metal Edition
Structured Data and Schema.org: The Hair Metal Edition
Structured Data and Schema.org: The Hair Metal Edition
Structured Data and Schema.org: The Hair Metal Edition
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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

Published in: Technology

Structured Data and Schema.org: The Hair Metal Edition

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