1. Schema 101:
Why the New Data Matters
Carrie Hill
Director of Online Marketing Services
KeyRelevance, LLC
@CarrieHill
Carrie@KeyRelevance.com

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. 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. Reviews
#8
#25

6. Recipe

7. Events -

8. Products

9. Location

10. Offer
You can only format 1 product per page, but
you CAN put multiple offers on that one
product. Ebay is a prime example:

11. Variety is the
Spice of Life
None – What’s Up Amazon?
None – What’s Up Amazon?
Product, Aggregate
Rating, Offer, Rating, Review
Product, Web
Page, Offer, Book, Person, Organization, Aggregat
e Rating, Review, Rating
Book, Person, Aggregate Rating, Review
None
None

12. Essential Tools
• Raven’s Schema Creator Tool for WordPress

13. More Tools
• Not using Wordpress? Try Schema-
Creator.com 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

14. Thank You!
Carrie Hill
KeyRelevance, LLC
@CarrieHill
@KeyRelevance
(972) 429-1222
info@keyrelevance.com