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WHY STRUCTURED
DATA &
SEMANTIC SEO
ARE IMPORTANT
#
Mike Arnesen
SwellPath
@MikeArnesen
#SMX #21C
October 2, 2013
#
Sweet Hashtags:
#SMX #21c
Hi, SMX!
Mike Arnesen
SEO Team Manager, SwellPath
Google.com/search?q=mike+arnesen
@mike_arnesen #SMX #21C
What’s wrong with the web
anyway?
@mike_arnesen #SMX #21C
What does it mean?!
Without advanced analysis,
it’s hard to understand what pages and sites are ab...
@mike_arnesen #SMX #21C
How we used to convey meaning…
@mike_arnesen #SMX #21C
Okay
…we’re not
that bad
anymore.
@mike_arnesen #SMX #21C
Semantic markup
changes everything.
It’s our mechanism for creating meaningful data!
@mike_arnesen #SMX #21C
@mike_arnesen #SMX #21C
@mike_arnesen #SMX #21C
@mike_arnesen #SMX #21C
Data pulled from semantic markup is
everywhere!
@mike_arnesen #SMX #21C
What do you mean by “data”?
Objects
Properties
Relationships
@mike_arnesen #SMX #21C
From Documents to Data
Documents (i.e. web pages)
can only be read.
Data can be used in any way
yo...
@mike_arnesen #SMX #21C
When combined,
data can be more interesting
than the individual pieces themselves.
@mike_arnesen #SMX #21C
Shared vocabularies make semantic
markup meaningful.
@mike_arnesen #SMX #21C
What is Semantic SEO?
Providing open, structured data
in order to increase search visibility by
he...
@mike_arnesen #SMX #21C
“I don’t want to lose traffic!”
@mike_arnesen #SMX #21C
You could lose traffic!
Yet providing open data
earns your site greater trust.
A trustworthy resou...
@mike_arnesen #SMX #21C
Let’s fast forward
“Webmasters can improve the rank of their sites
by creating high-quality sites
...
@mike_arnesen #SMX #21C
Let’s fast forward
“Webmasters can improve the rank of their sites
by providing high quality data
...
@mike_arnesen #SMX #21C
Semantic SEO is the new frontier
It allows for more effective organization of the web.
@mike_arnesen #SMX #21C
Delivering more comprehensive
& relevant information
@mike_arnesen #SMX #21C
Make your site a resource
Linked data is a vital building block of the semantic web.
Could it be t...
@mike_arnesen #SMX #21C
Thank you!
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
26
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Why Structured Data and Semantic SEO are Important by Mike Arnesen

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"From SMX East 2013 / SearchMarketingExpo.com - Why Structured Data & Semantic SEO Are Important by @MikeArnesen #SMX #21C

Slide deck from Mike Arnesen of SwellPath's presentation on how semantic search is continuing to evolve. "

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Transcript of "Why Structured Data and Semantic SEO are Important by Mike Arnesen"

  1. 1. WHY STRUCTURED DATA & SEMANTIC SEO ARE IMPORTANT # Mike Arnesen SwellPath @MikeArnesen #SMX #21C October 2, 2013 #
  2. 2. Sweet Hashtags: #SMX #21c Hi, SMX! Mike Arnesen SEO Team Manager, SwellPath Google.com/search?q=mike+arnesen
  3. 3. @mike_arnesen #SMX #21C What’s wrong with the web anyway?
  4. 4. @mike_arnesen #SMX #21C What does it mean?! Without advanced analysis, it’s hard to understand what pages and sites are about.
  5. 5. @mike_arnesen #SMX #21C How we used to convey meaning…
  6. 6. @mike_arnesen #SMX #21C Okay …we’re not that bad anymore.
  7. 7. @mike_arnesen #SMX #21C Semantic markup changes everything. It’s our mechanism for creating meaningful data!
  8. 8. @mike_arnesen #SMX #21C
  9. 9. @mike_arnesen #SMX #21C
  10. 10. @mike_arnesen #SMX #21C
  11. 11. @mike_arnesen #SMX #21C Data pulled from semantic markup is everywhere!
  12. 12. @mike_arnesen #SMX #21C What do you mean by “data”? Objects Properties Relationships
  13. 13. @mike_arnesen #SMX #21C From Documents to Data Documents (i.e. web pages) can only be read. Data can be used in any way you can imagine. The data from a document can be disassembled, rearranged, & reassembled.
  14. 14. @mike_arnesen #SMX #21C When combined, data can be more interesting than the individual pieces themselves.
  15. 15. @mike_arnesen #SMX #21C Shared vocabularies make semantic markup meaningful.
  16. 16. @mike_arnesen #SMX #21C What is Semantic SEO? Providing open, structured data in order to increase search visibility by helping connect users with information that they want and need.
  17. 17. @mike_arnesen #SMX #21C “I don’t want to lose traffic!”
  18. 18. @mike_arnesen #SMX #21C You could lose traffic! Yet providing open data earns your site greater trust. A trustworthy resource is worthy of being promoted!
  19. 19. @mike_arnesen #SMX #21C Let’s fast forward “Webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.” - Google, 2013
  20. 20. @mike_arnesen #SMX #21C Let’s fast forward “Webmasters can improve the rank of their sites by providing high quality data that users & applications will want to use.” - Google, future
  21. 21. @mike_arnesen #SMX #21C Semantic SEO is the new frontier It allows for more effective organization of the web.
  22. 22. @mike_arnesen #SMX #21C Delivering more comprehensive & relevant information
  23. 23. @mike_arnesen #SMX #21C Make your site a resource Linked data is a vital building block of the semantic web. Could it be that sites providing a wealth of data will receive the same credit as the sites who are frequently linked to? The more your data is referenced, the more credible your resource becomes.
  24. 24. @mike_arnesen #SMX #21C Thank you!
  25. 25. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 26
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