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BristolSEO deck-BethBarnham.pptx
- 1. Using Schema during a time of crisis: What can we learn for search? Beth Barnham @bethbarnham
- 2. • Introduction to Schema • Libraries • Using it for Coronavirus + beyond • What can be learned for search Overview @bethbarnham
- 4. Schema refers to saved knowledge, a framework that can be linked to. All major information systems have a schema so it’s nothing new, just repurposed for search application. It can take the form of a featured snippet to show more relevant, rich results for the search intent. Schema is a type of structured data which takes several formats, properties and types within its framework hierarchy. It can be explained as: • Converts HTML from unstructured mess to something structured and easier to understand for the search engine. Can be in RDFa or JSON-LD. • Search engines are smart as it is so the more structured, intelligent data we can feed them, the better the results will show and the more it helps with machine learning. • When a crawler reads a webpage as an XML or JSON object the better the search results can be tailored to the page resulting in better visibility. What is Schema? @bethbarnham
- 5. Most Popular Types of Information (Things) Used in tandem with properties within the "Thing" Event – with types covering anything from a theatreEvent, comedyEvent, Hackathon, BusinessEvent. A new property was added considering the pandemic: eventattendanceMode Place – physical extension, address, amenityFeature, branchCode, geo, hasDriveThroughService, CovidTestingFacility. Can also appear as a value; jobLocation, serviceLocation for e.g. Person – representing a person of any description including fictional. Types include: additionalName, award, birthPlace Event Place Person @bethbarnham
- 6. Most Popular Types of Information (Things) Used in tandem with properties within the "Thing" Product – types covering any product service spanning clothes, food, house listings, car rental, or streamed tv show Organization – MedicalOrganization (hospital, GP), school, NGO, club, business, SportsOrganization CreativeWork – books, films, streaming, music. creativeWorkStatus for a new series, editor, learningResourceType, translationOfWork Product Organization CreativeWork @bethbarnham
- 7. Knowing the best schema for your website • Look at search trends in your niche • Look at what’s happening in the world • What are competitors doing? • How creative can you get? • What cool pages do you have? FAQ pages, content or blog pages? @bethbarnham
- 11. suitableForDiet Can include lowFat if qualifies for a healthy diet; diabetic, halal, vegan, or vegetarian aggregateRating Highlight reviews from across the web for this recipe recipeCategory Cakes, slow cooked recipes, baking, traybakes, curries, pressure cooker recipes recipeYield Important for phrases with a number in; ‘cakes to feed five people’ for example Recipe @bethbarnham
- 13. LocalBusiness image Correlates with your logo or recognisable business image geo Enables precise location. Make sure this is consistent with your website openingHoursSpecification Set for the opening hours, temporarilyClosed, or operating online only OnlineOnly Not open physically now? Try the OnlineOnly property sameAs Link to Google My Business Listing or other business listing on the web
- 14. Depending on the type of HowTo content there are many different properties to utilise. This is an example for a “How to help during Covid’’ blog. HowToStep Explains what the step is in the process or article that you are referencing HowToTip Explains what the user/reader could potentially do. Can be used instead of or alongside HowToDirection HowTo @bethbarnham
- 17. announcementLocation Example is of a school announcement in Cardiff and the context for why it was closed webFeed Lets you include additional information through a URL for when that specific webpage is updated. Good for closures/openings, medical openings, face mask announcements dateFeed Highlight the date range for the feed and when it is valid for schoolClosuresInfo The information surrounding the school closures such as school name, date, time, status SpecialAnnouncement @bethbarnham
- 23. A very basic HowTo description for a piece of content to match a search term ‘how to defer finance agreement. HowToStep Explains what the step is in the process or article that you are referencing HowToDirection Explains what the user/reader should do. Can be used alongside HowToTip HowToSection @bethbarnham
- 24. What can we learn for search?
- 25. • Schema doesn’t need to be maintained. Simply write, check, implement, and leave to work its magic • Set targets that are achievable and actionable even if that means adapting your digital strategy to react • Adaptable and customisable so it doesn’t matter what your niche is, there’s a type that will suit your audience • It’s easy to implement even without the help of a dev. Lots of learning resources to help write your own or JSON generators to utilise • Can be added via a custom tag on Google Tag Manager Benefits @bethbarnham
- 26. • Schema is reactive and proactive • Schema is versatile and suits almost every website in some way • Schema is there to help whatever the problem there’ll be an achievable solution from the various libraries, or use properties to contribute • Schema is still massively underserved in the SEO industry which means that there is a big gap for search engines to understand your business • SEO is a changing game every day so preparing your site for volatility or changes in the SERPs is essential • Not making the most of schema is a lot like having a physical outlet but not registering it with an address. No one knows how to find it! What can we learn for search? @bethbarnham
- 28. Thank you! Want to learn more? Get in touch @bethbarnham @_libertydigital