What is semantic mark-up?• It is meta data: information about information• It tells search engines what a piece of content is about• And that allows SEs to do cool stuff with it – Specifically: Rich Snippets in SERPs
Before June 2nd 2011• Three competing standards for semantic markup: – Microformats: simple, straightforward, but limited in scope and scalability – RDFa: W3C official, advanced & scientific, but very complicated – Microdata: intermediate version, part of the HTML5 spec, incomplete
Available schemas:• Creative Works• Multimedia Objects• Events• Organisations & People• Places/locations/local businesses• Products & offers• Reviews• …and more coming
What should we do?• Implement Review schema where applicable• Mark up address data with Location schema• Mark up events (webinars, conferences, etc) with Events schema• Find plugins/extensions that do this for us …or get them built and Pierce-branded!
The future of on-site SEO:<div itemscope itemtype="http://schema.org/Event"> <a itemprop="url" href="nba-miami-philidelphia-game3.html"> NBA Eastern Conference First Round Playoff Tickets: Miami Heat at Philadelphia 76ers - Game 3 (Home Game 1) </a> <time itemprop="startDate" datetime="2011-04-21T20:00"> Thu, 04/21/11 8:00 p.m. </time> <div itemprop="location" itemscope itemtype="http://schema.org/Place"> <a itemprop="url" href="wells-fargo-center.html"> Wells Fargo Center </a> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="addressLocality">Philadelphia</span>, <span itemprop="addressRegion">PA</span> </div> </div> <div itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer"> Priced from: <span itemprop="lowPrice">$35</span> <span itemprop="offerCount">1,938</span> tickets left </div></div>