@mike_arnesen #SMX #21C
Why Structured Data
& Semantic SEO
Are Important
Sweet Hashtags:
#SMX #21c
Hi, SMX!


Mike Arnesen
SEO Team Manager, SwellPath
Google.com/search?q=mike+arnesen
Hi, SMX!


Mike Arnesen
SEO Team Manager, SwellPath
Google.com/search?q=mike+arnesen

Sweet Hashtags:
#SMX #21c
@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
y...
@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
...
@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 re...
@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!
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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.

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.

Published in: Technology, Design

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

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