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@jonoalderson
Schema, Google & The
Future of the Web

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@jonoalderson
“71% of consumers begin their journeys by using a search
engine to discover new products and services (initiation)”
“74% reported using a search engine for consideration
and purchasing (research, comparison, transaction).”
Forrester, 2016 [link]

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@jonoalderson
Hello!

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@jonoalderson

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@jonoalderson
I see a theme

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@jonoalderson
The past and the future

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@jonoalderson
They crawl the web

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@jonoalderson
Once upon a time...

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@jonoalderson
But that was just the beginning

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@jonoalderson
The new normal

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@jonoalderson

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@jonoalderson
This is their endgame

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@jonoalderson
However...

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@jonoalderson

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@jonoalderson
The limits of crawling & of ML

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@jonoalderson
Content is poorly structured

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@jonoalderson

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@jonoalderson

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@jonoalderson
That makes it hard to do shiny things

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@jonoalderson
Like voice search

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@jonoalderson
They need (more) structured data

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@jonoalderson
Microformats & schema.org

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@jonoalderson
The next generation

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@jonoalderson

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@jonoalderson
The web is more than pages

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@jonoalderson

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@jonoalderson
This is JSON-(L)D

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@jonoalderson
All of this bothered me greatly

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@jonoalderson
1: How can we enable everybody to have rich graphs,
which represent their content, business, products, etc?
2: How can we do it all automatically and invisibly,
based on the users’ content?
3: How can we make the solution scalable, and
interoperable (beyond Yoast, beyond WordPress)?

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@jonoalderson
Some of the challenges

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@jonoalderson
Schema.org has limitations

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@jonoalderson
Google’s rules are finicky

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@jonoalderson

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@jonoalderson

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@jonoalderson
(they don’t support cross-page IDs)

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@jonoalderson
One primary entity per page

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@jonoalderson
No defined implementation logic

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@jonoalderson
Websites are made of multiple systems

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@jonoalderson
No consistent or predictable IDs

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@jonoalderson
Content changes the graph recursively

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@jonoalderson
WordPress had the answer

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@jonoalderson

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@jonoalderson

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@jonoalderson
Fast-forward...

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@jonoalderson

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@jonoalderson

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@jonoalderson

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@jonoalderson

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@jonoalderson
It looks like this

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@jonoalderson
Blocks = structure

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@jonoalderson
It’s dense

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@jonoalderson
We extend a “Base Script”

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@jonoalderson

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@jonoalderson
Woohoo! What’s next?

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@jonoalderson
Beyond Google...?

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@jonoalderson
Thanks!