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SMX East - Schema 101 - Why the New Meta Data Matters


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SMX East - Schema 101 - Why the New Meta Data Matters

  1. 1. Schema 101:Why the New Data Matters Carrie Hill Director of Online Marketing Services KeyRelevance, LLC @CarrieHill
  2. 2. Which Schema Do We Use? There are nearly an infinite number of choices when it comes to Structured Data. Deciding which is right for you can be difficult. Your goal should be to find the right combination for you. I try to meet the following criteria 1) Lifts you above the pack 2) Offers better descriptions of what your page offers 3) Biggest “bang for your buck”
  3. 3. The problems you face Problems – Address city not the same as nearest popular city or city you DBA in – Competing with a large name-brand website – A lot of local competition – Everyone else has the same style of search result
  4. 4. Reviews #8 #25
  5. 5. Recipe
  6. 6. Events -
  7. 7. Products
  8. 8. Location
  9. 9. OfferYou can only format 1 product per page, butyou CAN put multiple offers on that oneproduct. Ebay is a prime example:
  10. 10. Variety is the Spice of Life None – What’s Up Amazon? None – What’s Up Amazon? Product, Aggregate Rating, Offer, Rating, Review Product, WebPage, Offer, Book, Person, Organization, Aggregat e Rating, Review, Rating Book, Person, Aggregate Rating, Review None None
  11. 11. Essential Tools• Raven’s Schema Creator Tool for WordPress
  12. 12. More Tools• Not using Wordpress? Try Schema- from Raven• Zip-It or Easy Recipe for Recipes in WordPress• Google’s Structured Data Testing Tool• Webmaster Tools Structured Markup Section• Attend From Authorship To Authority: Why Claiming Your Identity Matters at 2:45 in 23C.• Exercise Patience
  13. 13. Thank You! Carrie Hill KeyRelevance, LLC @CarrieHill @KeyRelevance (972) 429-1222