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Products, Product Schema & SEO: The Product Managers Schema Toolkit

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A survey of Products using Product Schema, from Schema.org, for SEO purposes. Product Schema enables the publishing and merchandising of products online to include structured data, resulting in greatly enhanced SEO for products in both product discovery by Search Engines and in product findability by product shoppers. This presentation reviews the beginnings of Schema.org, GoodRelations' Schema and its own Product Ontologies, the use of Schema for Automotive Products, Schema used for Sporting Goods, Schema applications for Services companies, and briefly examines Schema's utility for both Non-profits organizations and Educational institutions.

Aside from real-life examples of Schema.org ontologies, the presentation introduces helpful tools for Schema: Google Webmaster Tools, Bing Webmaster Tools, Google Data Highlighter, Google Tables, Google's Knowledge Graph, Knowledge Graph panels, Google Freebase, Factual.com, and other product manager development tools. While JSON-LD and RDFa are also noted, this Schema overview cites blogs and other resources devoted to Schema SEO. Upcoming Schema focused conferences are also cited.

This presentation, by Caliber Media Group, was produced for ProductCamp SoCal 2014. This annual event, or "unconference", takes place on November 15, 2014 in Anaheim, CA.

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ProductCamp: "ProductCamp SoCal is a free, user-driven, collaborative “unconference” for product managers and marketers in Southern California. A one-day gathering of product and marketing professionals, to share, present, network, learn, explore and discuss."
ProductCamp SoCal 2014: http://www.productcampsocal.org/

Caliber Media Group: Caliber produces customized e-commerce solutions for clients across all service industries and product verticals, while Caliber's enterprise digital marketing teams deliver precise products SEO, Analytics, and products SEM solutions.
Caliber Media Group is based in Southern California.
Caliber Media Group: http://www.calibermediagroup.com/

Published in: Marketing

Products, Product Schema & SEO: The Product Managers Schema Toolkit

  1. 1. ProductCamp: Product Schema, SEO, Structured Data | Caliber Media Group & Schema.org Products | Product Schema | SEO Managing Architect Caliber Media Group
  2. 2. ProductCamp: Product Schema, SEO, Structured Data | Caliber Media Group & Schema.org Products, Schema, Examples Resources, Tools, Readings 2
  3. 3. ProductCamp SoCal 2014 & Schema: Google, after Schema
  4. 4. ProductCamp SoCal 2014 & Schema: Google via Disconnect & Yahoo, after Schema ,
  5. 5. ProductCamp SoCal 2014 & Schema: Are there other events?
  6. 6. ProductCamp SoCal 2014 & Schema: So what was inside the pages?
  7. 7. ProductCamp SoCal 2014 & Schema: So what was inside the pages?
  8. 8. ProductCamp SoCal 2014 & Schema: So what was inside the pages?
  9. 9. Search => Schema, with JSON-LD
  10. 10. Search & Schema: When & Who? Very short version… Martin Hepp http://www.heppnetz.de/projects/goodrelations/
  11. 11. ProductCamp SoCal 2014 & Schema: When & Who? Short version…here they come…
  12. 12. ProductCamp SoCal 2014 & Schema: GoodRelations added…
  13. 13. Search & Schema: What? What does Schema do for me? http://www.schema.org
  14. 14. ProductCamp SoCal 2014 & Schema: Product since this is ProductCamp http://schema.org/Product
  15. 15. ProductCamp SoCal 2014 & Schema: An actual Product, since this is ProductCamp…
  16. 16. ProductCamp SoCal 2014 & Schema: Recall, Products as Structured Data Structure -- Hierarchy -- Structured Data
  17. 17. Search & Schema: Show me Schema examples… Schema: Product ontology | microdata | Knowledge Graph
  18. 18. ProductCamp SoCal 2014 & Schema: Product
  19. 19. ProductCamp SoCal 2014 & Schema: Google
  20. 20. ProductCamp SoCal 2014 & Schema: Product Schema locally
  21. 21. ProductCamp SoCal 2014 & Schema: Product locally
  22. 22. ProductCamp SoCal 2014 & Schema: Local Schema gone wild…
  23. 23. Search & Product Schema | Knowledge Graph – where?
  24. 24. Search & Product Schema | Knowledge Graph – where? http://bit.ly/Google-Tables-Schema-Toyota
  25. 25. Search & Product Schema | Knowledge Graph & Google Tables? Recall that Schema is “readable” Structured Data – Google Squared https://en.wikipedia.org/wiki/Google_Squared
  26. 26. Search & Product Schema | Switching Gears => Sporting Goods Product
  27. 27. Search & Product Schema | Sporting Goods Product
  28. 28. Search & Product Schema | Sporting Goods Product
  29. 29. Search & Product Schema: Services are Things too… Yelp – no Schema; yet, the other two contain Schema
  30. 30. Search & Schema: Services in the Knowledge Graph? http://bit.ly/what-is-EVMS Note: this Knowledge Graph “panel” contains Schema, RDFa, JSON-LD
  31. 31. Search & Schema: Knowledge Graph & WikiPedia.
  32. 32. Search & Schema: Get on WikiPedia, if possible. https://en.wikipedia.org/wiki/Wahoo%27s_Fish_Taco
  33. 33. Search & Product Schema: Where can I learn about the basics? http://schema.org/Product
  34. 34. Search & Product Schema: Where can I learn about the very basics? http://www.bing.com/webmasters/
  35. 35. Search & Product Schema: Where can I learn about the very basics? http://www.google.com/webmasters/
  36. 36. Search & Product Schema: Where can I do the basics myself? http://bit.ly/Google-Data-Highlighter-Tool Google Data Highlighter
  37. 37. Search & Schema: Show me how Google Data Highlighter works… http://bit.ly/How-to-use-Data-Highlighter CLIMATE CHANGE
  38. 38. Search & Schema: Show me that Google Data Highlighter works…
  39. 39. Search & Schema: Show me that GDH works for a product line… So, can I highlight both products and articles? So, use Schema for your products and use Schema for your blogs!
  40. 40. ProductCamp SoCal 2014 & Schema: Who else is just starting with Schema? http://www.aidforafrica.org/home/
  41. 41. ProductCamp SoCal 2014 & Schema: Who else is just starting with Schema? http://www.hiu.edu/
  42. 42. Search & Product Schema: Where else can I do the basics myself? SCHEMA RESOURCES
  43. 43. Search & Product Schema: Where else can I do the basics myself? http://schema-creator.org/product.php
  44. 44. Search & Product Schema: Where else can I do the basics myself? http://tools.seochat.com/tools/product-schema-generator/
  45. 45. O.K. But I like blogs…What‟s a great blog about Schema? http://www.seoskeptic.com/what-is-json-ld/
  46. 46. http://bit.ly/Schema-Markup-Machine-Learning O.K. But I like blogs…What‟s another great blog re: Schema?
  47. 47. O.K. But I like blogs…What‟s a really great site about Search & Schema?
  48. 48. O.K. Give me an insider‟s technical blog about Schema? http://www.seobythesea.com/
  49. 49. O.K. Give me a blog about Product Search & Testing. http://bit.ly/seo-ecom-testing https://support.google.com/analytics/answer/1745147?hl=en
  50. 50. Search & Product Schema: Where can I study…from a source? https://developers.google.com/webmasters/business- location-pages/schema.org-examples
  51. 51. I am super busy: Where‟s a „Schema for Dummies‟ website? http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
  52. 52. I know about Schema: Where can I learn tons more about Product Schema? http://www.productontology.org/
  53. 53. I know about Schema: Where can I learn tons more about Product Schema? Google‟s Freebase https://www.freebase.com/
  54. 54. No, I know Schema: Where can I find more than tons about Product Schema? http://factual.com/
  55. 55. ProductCamp SoCal 2014 & Schema: Schema tools http://ontology2.com/o/ No, I know Schema: Where can I find more than tons about Product Schema?
  56. 56. Look: I need to kill my competition with Schema, not kill „em w/ kindness.
  57. 57. You‟re really not listening: I need to really win…where‟s that JSON stuff from before? http://json-ld.org/
  58. 58. Fine, show me the future of Schema. What does Linked Data mean for Schema?
  59. 59. Really show me the future of Schema. Like, Freebase and other resources? http://basekb.com/
  60. 60. Why can‟t you read my mind? Where are the Schema conferences? http://iswc2014.semanticweb.org/
  61. 61. Where is there a Schema techie conference -- both sooner and in Anaheim? http://iswc2014.semanticweb.org/
  62. 62. Where is there a Schema technical conference -- sooner, near Anaheim? And a conference where I can start shaping the future of Schema… http://www.omg.org/news/meetings/tc/ca-14/info.htm
  63. 63. I want to give a talk about Schema at a Schema conference far, far away. O.K., here you go… http://www.xmlprague.cz/call-for-papers/
  64. 64. I don‟t have time for that. I have a PhD, and I need the latest Semantic Web info. O.K., here you go… http://bit.ly/W3C-Semantic-Web-Papers
  65. 65. Wait. Is there even more? Well, what about Schema in you product emails? https://developers.google.com/gmail/markup/

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