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Schema, Google & The Future of the Web

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A world of structured data promises us an incredible future. But most websites struggle to even implement basic schema.org markup. Fewer still represent and connect their pages and content in sophisticated, structured graphs. We can’t reach that incredible future without increasing and improving adoption.

To move forward, we need to make constructing rich structured data as easy as writing a recipe. This isn’t a pipe dream: at Yoast, we think we’ve solved schema for everybody, everywhere. We’d love to share our story.

Published in: Data & Analytics
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Schema, Google & The Future of the Web

  1. 1. @jonoalderson Schema, Google & The Future of the Web
  2. 2. @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]
  3. 3. @jonoalderson Hello!
  4. 4. @jonoalderson
  5. 5. @jonoalderson I see a theme
  6. 6. @jonoalderson The past and the future
  7. 7. @jonoalderson They crawl the web
  8. 8. @jonoalderson Once upon a time...
  9. 9. @jonoalderson But that was just the beginning
  10. 10. @jonoalderson The new normal
  11. 11. @jonoalderson
  12. 12. @jonoalderson This is their endgame
  13. 13. @jonoalderson However...
  14. 14. @jonoalderson
  15. 15. @jonoalderson The limits of crawling & of ML
  16. 16. @jonoalderson Content is poorly structured
  17. 17. @jonoalderson
  18. 18. @jonoalderson
  19. 19. @jonoalderson That makes it hard to do shiny things
  20. 20. @jonoalderson Like voice search
  21. 21. @jonoalderson They need (more) structured data
  22. 22. @jonoalderson Microformats & schema.org
  23. 23. @jonoalderson The next generation
  24. 24. @jonoalderson
  25. 25. @jonoalderson The web is more than pages
  26. 26. @jonoalderson
  27. 27. @jonoalderson This is JSON-(L)D
  28. 28. @jonoalderson All of this bothered me greatly
  29. 29. @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)?
  30. 30. @jonoalderson Some of the challenges
  31. 31. @jonoalderson Schema.org has limitations
  32. 32. @jonoalderson Google’s rules are finicky
  33. 33. @jonoalderson
  34. 34. @jonoalderson
  35. 35. @jonoalderson (they don’t support cross-page IDs)
  36. 36. @jonoalderson One primary entity per page
  37. 37. @jonoalderson No defined implementation logic
  38. 38. @jonoalderson Websites are made of multiple systems
  39. 39. @jonoalderson No consistent or predictable IDs
  40. 40. @jonoalderson Content changes the graph recursively
  41. 41. @jonoalderson WordPress had the answer
  42. 42. @jonoalderson
  43. 43. @jonoalderson
  44. 44. @jonoalderson Fast-forward...
  45. 45. @jonoalderson
  46. 46. @jonoalderson
  47. 47. @jonoalderson
  48. 48. @jonoalderson
  49. 49. @jonoalderson It looks like this
  50. 50. @jonoalderson Blocks = structure
  51. 51. @jonoalderson It’s dense
  52. 52. @jonoalderson We extend a “Base Script”
  53. 53. @jonoalderson
  54. 54. @jonoalderson Woohoo! What’s next?
  55. 55. @jonoalderson Beyond Google...?
  56. 56. @jonoalderson Thanks!

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