Microdata for SEO

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Presentation from WordCamp Boston 2012 on the use of Schema.org microdata to communicate data about your content to search engines rather than relying on their ability to infer it themselves. This is the future of SEO, and you can start using it today.

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  • Thank you for coming\nThree SEO sessions going on. Glad you chose this one.\n
  • This is the developer track\nYou can write HTML (all about markup)\nYou can customize a WordPress theme or write your own\n
  • Google was unveiled in 1998 along with pagerank algorithm\nAuthority from inbound links and the words they used\nEasily gamed by building link farms, selling links\n
  • As Google grew, an ecosystem of SEO experts & tools grew around it\nSnake oil salesmen too\nGoogle wouldn’t tell us anything\nFelt like a game of Calvinball as we tried to figure out Google’s rules & work around them\n
  • Named for Google engineer Navneet Panda\nWent after low-quality content that ranked highly, link farms\n\n\n
  • Named for Google engineer Navneet Panda\nWent after low-quality content that ranked highly, link farms\n\n\n
  • Named for Google engineer Navneet Panda\nWent after low-quality content that ranked highly, link farms\n\n\n
  • The Panda filter is headlining feature of Panda Update\nAlso looked at page layout (ad placement)\n\n
  • The Panda filter is headlining feature of Panda Update\nAlso looked at page layout (ad placement)\n\n
  • The Panda filter is headlining feature of Panda Update\nAlso looked at page layout (ad placement)\n\n
  • The Panda filter is headlining feature of Panda Update\nAlso looked at page layout (ad placement)\n\n
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  • Search engines are sick of our games\nJust want to deliver content...\n
  • Google, Bing, others\nPreferably without even sending them to our sites\nReviews, prices, maps, deep links\n
  • author & publisher links to Google+ proflies\nHTML5 semantics: article, nav\nMicrodata\n
  • Google & Bing came up with a standard for Microdata.\nYahoo! came on board shortly thereafter\nYandex is Russia’s biggest search engine\nschema.org website & blog\n
  • Microdata lets us describe the “things” that make up our web pages\nNouns\n
  • Blog entries, Comments, Maps, Reviews\n
  • “Real world” entities like books, TV episodes, and Medical Conditions\nIn fact there’s a whole set of schemas for conditions, treatments, medical offices, and the like added late June\n
  • You can get really specific. Motorcycle dealers, Zoos, High Schools\neven Gated Residence Communities\nSearch engines will see these declarations and organize appropriately\n
  • About 550 schemas\nA full list of schemas is available at schema.org\nSo, how do we use it?\n
  • Microdata is part of the HTML5 spec.\nThis lets anyone to make their own schema, but search engines wont recognize it\n
  • Any tag that can have children, including BODY, can represent an item\nItemscope declares the tag to be an item, itemtype points to the schema\nUnless you tell otherwise, the BODY is assumed to have a WebPage schema\n
  • schema.org descries the fields in detail, specifies a hierarchy of schema types\nschemas inherit fields from parents\nfields have datatypes that are other schema types\n
  • Fields are noted with itemprop. Can appear on any tag.\n
  • Complex datatypes are instances of other schemas, include their own fields\n
  • For example, our Movie features an actor\nan actor is Person\nand a person has a name\n
  • Meta can now to live anywhere in the page\nIt’s there to provide metadata on the “things” in your page\nMachine readable alternate values like Time\n
  • Meta can now to live anywhere in the page\nIt’s there to provide metadata on the “things” in your page\nMachine readable alternate values like Time\n
  • Meta can now to live anywhere in the page\nIt’s there to provide metadata on the “things” in your page\nMachine readable alternate values like Time\n
  • Sometimes you want to include information for the search engines\nbut not have it visible\nhtml5 gave new life to the meta tag\n
  • Our movie was release on June 1st, 1990\nISO 8601 date for search engines\nText date for people\nCan specify more precision in meta\n
  • Once you’ve added the microdata to your HTML, run it through a validator\n
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  • We ran a test on straightnorth.com and reported in our blog\nAdded microdata to our executive profiles\nRan through validators\n
  • Google uses SOME microdata to add rich snippets,\nhaving it doesn’t affect rank\n
  • Bing does let microdata affect rank\nFOUR WEEKS LATER\nthey indexed us for additional terms\nour rankings went up\n\n
  • Bing does let microdata affect rank\nFOUR WEEKS LATER\nthey indexed us for additional terms\nour rankings went up\n\n
  • Bing does let microdata affect rank\nFOUR WEEKS LATER\nthey indexed us for additional terms\nour rankings went up\n\n
  • SEO’s not dead\nbut it’s in transition. it’s changing\nsearch engines have more control, but we can deliver meaningful data\nhappy clients with happy customers\n
  • SEO’s not dead\nbut it’s in transition. it’s changing\nsearch engines have more control, but we can deliver meaningful data\nhappy clients with happy customers\n
  • Microdata for SEO

    1. 1. Microdata for SEO Dave Ross • @csixty4 WordCamp Boston 2012
    2. 2. Assumptions
    3. 3. Pagerank 1998
    4. 4. Panda Filter 2011
    5. 5. Panda Filter 2011•Content quality
    6. 6. Panda Filter 2011•Content quality•Seeded by people
    7. 7. Panda Filter 2011•Content quality•Seeded by people •Determined by AI
    8. 8. Panda Update 2011
    9. 9. Panda Update 2011•Panda filter
    10. 10. Panda Update 2011•Panda filter•How many ads?
    11. 11. Panda Update 2011•Panda filter•How many ads?•Scraper detection
    12. 12. Panda Update 2011•Panda filter•How many ads?•Scraper detection•Page layout
    13. 13. Penguin 2012Went after black-hat SEO
    14. 14. Penguin 2012Went after black-hat SEO •Keyword stuffing
    15. 15. Penguin 2012Went after black-hat SEO •Keyword stuffing •Cloaking
    16. 16. Penguin 2012Went after black-hat SEO •Keyword stuffing •Cloaking •Link schemes
    17. 17. Penguin 2012Went after black-hat SEO •Keyword stuffing •Cloaking •Link schemes •Duplicate content
    18. 18. Post-Penguin SEO Give search engines info. They make the decisions.
    19. 19. Rich Snippets
    20. 20. •rel=”author”, rel=”publisher”•HTML5 semantic elements•schema.org microdata
    21. 21. “Things”
    22. 22. Comment MapCheckoutPage “Things” Review Blog
    23. 23. Book Comment Map MedicalConditionCheckoutPage “Things” Person Recipe Review Blog TVEpisode
    24. 24. MedicalClinic Comment Book PawnShop DryCleaningOrLaundryHighSchool Map AnimalShelter MedicalConditionCheckoutPage “Things” PlaceOfWorship Zoo Person Recipe ExercisePlanHostel Review Blog TVEpisode GatedResidenceCommunity MotorcycleDealer
    25. 25. “Things”schema.org/docs/full.html
    26. 26. HTML5www.whatwg.org/specs/web-apps/current-work/multipage/ microdata.html
    27. 27. itemscope + itemtype<div itemscope itemtype=”http:// schema.org/Movie”> Use on any tag that can have children
    28. 28. itemprop<h1 itemprop=”name”>Total Recall</h1>
    29. 29. itemprop<h2>Actors</h2><ul> <li itemprop=”actor”…</li></ul>
    30. 30. itemprop<li itemprop=”actor” itemscope itemtype=”http://schema.org/Person”> <h3 itemprop=”name”>Arnold Schwarzenegger</h3></li>
    31. 31. Use Meta
    32. 32. Use Meta•Anywhere in the page (thanks HTML5!)
    33. 33. Use Meta•Anywhere in the page (thanks HTML5!)•To make data invisible to the user
    34. 34. Use Meta•Anywhere in the page (thanks HTML5!)•To make data invisible to the user•For machine readable alternative values
    35. 35. Use Meta<li itemprop=”actor” itemscope itemtype=”http://schema.org/Person” > <h3 itemprop=”name”...</h3> <meta itemprop=”jobTitle” content=”Former Governor” /></li>
    36. 36. Use Meta<meta itemprop=”datePublished” content=”1990-06-01” /><span>June 1st, 1990</span>
    37. 37. Validation•Google Rich Snippets Tool•Bing Markup Validator
    38. 38. Integration with WordPress
    39. 39. Integration with WordPress•Mark up navigation (SiteNavigationElement)
    40. 40. Integration with WordPress•Mark up navigation (SiteNavigationElement)•Mark up blog posts in your Loop (Blog)
    41. 41. Integration with WordPress•Mark up navigation (SiteNavigationElement)•Mark up blog posts in your Loop (Blog)•Custom post type templates
    42. 42. Integration with WordPress•Mark up navigation (SiteNavigationElement)•Mark up blog posts in your Loop (Blog)•Custom post type templates•Custom templates for contact & about pages
    43. 43. The Experiment
    44. 44. blog.straightnorth.com
    45. 45. No change on Google
    46. 46. Bing
    47. 47. Bing•Targeted 48 keywords
    48. 48. Bing•Targeted 48 keywords•Fifteen increased in rank (1 decreased)
    49. 49. Bing•Targeted 48 keywords•Fifteen increased in rank (1 decreased)•13 unranked keywords indexed
    50. 50. SEO’s not dead.But it’s changing.
    51. 51. slideshare.net/csixty4

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