Why Structured Data & Semantic SEO Are Important - SMX East 2013

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Behold! My slide deck from "Why Structured Data & Semantic SEO Are Important" at SMX East 2013 in New York. …

Behold! My slide deck from "Why Structured Data & Semantic SEO Are Important" at SMX East 2013 in New York.

I'm a huge geek for structured data and semantic markup. I’ve literally woken up in the middle of the night in a sweat with an idea of how I could apply semantic markup to a piece of rich content. I ended up sitting in the kitchen for the next few hours exploring schema.org and running things through Google’s structured data testing tool. So, I guess it goes without saying that I’m really stoked to be talking about this stuff.

More in: Technology , Design
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  • 1. @mike_arnesen #SMX #21C Why Structured Data & Semantic SEO Are Important
  • 2. Sweet Hashtags: #SMX #21c Hi, SMX! Mike Arnesen SEO Team Manager, SwellPath Google.com/search?q=mike+arnesen
  • 3. Hi, SMX! Mike Arnesen SEO Team Manager, SwellPath Google.com/search?q=mike+arnesen Sweet Hashtags: #SMX #21c
  • 4. @mike_arnesen #SMX #21C What’s wrong with the web anyway?
  • 5. @mike_arnesen #SMX #21C What does it mean?! Without advanced analysis, it’s hard to understand what pages and sites are about.
  • 6. @mike_arnesen #SMX #21C How we used to convey meaning…
  • 7. @mike_arnesen #SMX #21C Okay …we’re not that bad anymore.
  • 8. @mike_arnesen #SMX #21C Semantic markup changes everything. It’s our mechanism for creating meaningful data!
  • 9. @mike_arnesen #SMX #21C
  • 10. @mike_arnesen #SMX #21C
  • 11. @mike_arnesen #SMX #21C
  • 12. @mike_arnesen #SMX #21C Data pulled from semantic markup is everywhere!
  • 13. @mike_arnesen #SMX #21C What do you mean by “data”? Objects Properties Relationships
  • 14. @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.
  • 15. @mike_arnesen #SMX #21C When combined, data can be more interesting than the individual pieces themselves.
  • 16. @mike_arnesen #SMX #21C Shared vocabularies make semantic markup meaningful.
  • 17. @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."
  • 18. @mike_arnesen #SMX #21C “I don’t want to lose traffic!”
  • 19. @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!
  • 20. @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
  • 21. @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
  • 22. @mike_arnesen #SMX #21C Semantic SEO is the new frontier It allows for more effective organization of the web.
  • 23. @mike_arnesen #SMX #21C Delivering more comprehensive & relevant information
  • 24. @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.
  • 25. @mike_arnesen #SMX #21C Thank you!