Getting Started with Structured Markup for SEO
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Getting Started with Structured Markup for SEO

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An introductory guide to to structured markup for SEO (search engine optimization). ...

An introductory guide to to structured markup for SEO (search engine optimization).

Provides a brief overview of semantic web technologies, reviews the different types of structured markup (microformats, microdata and RDFa) consumed by Google and other search engines, and explores different which format is right for which topical domains.

Because of its particular relevance for search engine optimization, the microdata vocabulary schema.org is the focus of examples.

For accompanying notes and additional links see my blog post on this presentation:
http://www.seoskeptic.com/getting-started-with-structured-markup-for-seo/

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  • 1. Getting Started with Structured Markup for SEO Aaron Bradley Internet Marketer, InfoMine Inc.
  • 2. Three semantic web fundamentalsSeparating the presentation and data layers, triples and linked data
  • 3. Before we dive in: it’s not based on RDF but…“Structured data” is old news, its benefits are obvious, and I bet you’ve used it
  • 4. For the record: benefits of structured markupPublishers get rich snippets (with higher CTRs), and searchers get richer results
  • 5. Different flavors of structured markupMicroformats, microdata and RDFa: variations on a theme
  • 6. Which structured markup is right for you?The correct choice depends on your topical domain and current technologies
  • 7. A quick word about likingFacebook’s Open Graph protocol is so widely used it shouldn’t be ignored
  • 8. Should I bother? – Part I: Yes, obviouslyIf rich snippets are supported for your content, there are clear benefits
  • 9. Should I bother? – Part II: MaybeStructured markup might be beneficial, even in the absence of rich snippetsGoogle Custom Search Proposed schema.org extensionsGoogle extracts data from structured markup that can W3C maintains a list of proposals for schema.org.be used to filter, sort and rank results in a Google Types on this list may end up becoming part of theCustom Search Engine schema.org specification
  • 10. Semantic spamAttempting to game the search engines is, as usual, likely to end in tears
  • 11. Keeping up with the (semantic) JonesesReference sites, testing tools and people in the knowSources of Information Tools and validators People to followschema.org Rich snippets testing tool @danbri @mfheppstructured-data.org Structured data linter @jaymyers @matthewjbrownpublic-vocabs@w3.org Schema creator from Raven Technologists: @manusporny ∙ @jenit ∙ @gkellogg
  • 12. Thanks!Hope you enjoyed the presentation – please say in touch! Twitter: @aaranged Web: seoskeptic.com