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10 Things You Don't Know about Structured Data


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Many people know about rich results and how to do structured data for them, but many don't know how to create rich connected schema markup. In this presentation I go over everything from the ROI to advanced uses of the vocabulary to help you ensure voice and search engines truly understand your content.

Martha van Berkel is the CEO at Schema App (, professional tools for doing Structured Data at scale for any type of content, on any type of CMS.

Published in: Marketing

10 Things You Don't Know about Structured Data

  1. 1. 10 Things you Don’t Know about Structured Data Martha van Berkel CEO, Schema App November 5th, 2019
  2. 2. MIT Queen’s University Strategy & Innovation Mathematics & Engineering
  3. 3. Structured Data (aka Schema Markup) helps search engines explicitly understand your content so that you can be found and stand out in organic and voice search across various devices and platforms.
  4. 4. #1 ROI Beyond Rich Results
  5. 5. Be Found. Stand Out. Drive Results. 35% 26% 20% more impressions more clicks Higher click-through rate 9 Higher Revenue *Average results based on customer feedback from Schema App enterprise accounts positions higher rank in search 150% 3.6x more time on rich pages more interactive
  6. 6. Google’s Motivation for Schema Markup = Voice “Reaching users at different moments and surfaces offers great opportunity for content creators. But building and maintaining customer experience on all these surfaces and devices can bring extra work for you. This is our motivation for working on the structured data program. Focus on building great content using an open standard (structured data) and Google will help you reach your users across Search and Assistants without having to build a custom experience.” Aylin Altiok, Google Product Manager, Google IO 2019
  7. 7. When you’ve optimized with schema markup, you’ve optimized for Search and Voice
  8. 8. #2 Errors and Warnings + Content Strategy
  9. 9. The Schema Markup Process Spans from Strategy to maintenance and Reporting. Is Iterative. Identifies opportunities in content based on vocabulary & Google Errors & Warnings.
  10. 10. Errors and Warnings You can have perfect schema markup, and still get Errors and Warnings. Errors and Warnings are ONLY for Google features. Update content to meet criteria, if it makes sense: ● Hay doesn’t have a SKU ● JobPosting doesn’t include Salary
  11. 11. #3 Extensions + Actions
  12. 12. Extensions Automotive Health & Life Science Internet of Things (IoT) Bibliographic Finance (FIBO) - Merged
  13. 13. Actions CreateAction FindAction InteractAction PlayAction SearchAction TransferAction UpdateAction
  14. 14. #4 Connected Schema Markup
  15. 15. Don’t put the same schema markup on every page.
  16. 16. Don’t create islands of schema markup.
  17. 17. Video Your Schema Connects to Tell a Story Apartment Complex Contact page ProductApartment Offer (price) People Organization Review Rating Article/ Blog Canada Office European Office Feature Feature Image VideoJob Posting The benefits: ● Search Engines explicitly understand what you are about. ● You can re-purpose your data for use with Knowledge Graphs, Chatbots, etc.
  18. 18. Schema Paths
  19. 19. subjectOf about
  20. 20. provider
  21. 21. contains place area served
  22. 22. Use Strong Connectors About Mentions subjectOf hasPart
  23. 23. NewsArticle About Jack Ward, Cowboy
  24. 24. NewsArticle mentions Interstate 10 Avocados
  25. 25. NewsArticle subjectOf VideoObject of Bees
  26. 26. Collection Page About Service hasPart FAQPage hasPart Question AcceptedAnswer mentions BlogPosting Service Description FAQ Question + Answer Question + Answer Question + Answer Blog Posting Blog Posting Blog Posting
  27. 27. #5 Main Entity of Page
  28. 28. Identify the primary topic of the page
  29. 29. 5 Items
  30. 30. Add mainEntityOfPage
  31. 31. #6 Multi-Type Entity
  32. 32. When something is best described by merging two types
  33. 33. House for Sale = Product + SingleFamilyResidence Comedy Event on Air = ComedyEvent + BroadcastEvent Book for Sale = Product + Book Hotel Room for Rent = Product + HotelRoom Examples
  34. 34. #7 Additional Type
  35. 35. Add additional clarity to the Type that is not in the vocabulary.
  36. 36. Additional Type Type Additional Type
  37. 37. Additional Type Dentist wiki/Orthodontics + Type Additional Type
  38. 38. Type Thing Additional Type
  39. 39. Additional Type Thing https://www.wikidata. org/wiki/Q390214 + Type Additional Type
  40. 40. #8 Additional Property
  41. 41. Add additional “variables” or properties.
  42. 42. Additional Property Property Value
  43. 43. name “Megapixel” unitCode “E38” value “20.3” Property Value
  44. 44. #9 Lists: Item List, Collection, Offer Catalog
  45. 45. Item List BreadcrumbList HowToSection HowToStep OfferCatalog
  46. 46. Lists Item List: List of Any Type of Thing Offer Catalog: List of Products Collection Page: Container around a List to connect it with other Things
  47. 47. Collection Page About Service hasPart FAQPage hasPart Question AcceptedAnswer mentions BlogPosting Service Description FAQ Question + Answer Question + Answer Question + Answer Blog Posting Blog Posting Blog Posting
  48. 48. #10 Structured Data + Analytics
  49. 49. Trend Report
  50. 50. Enhanced Analytics Identify what author gets the best results, on what topics. Refine and optimize content strategy.
  51. 51. 10 Things About Structured Data 1. ROI Beyond Rich Results 2. Errors and Warnings + Content Strategy 3. + Actions 4. “Proper” Connected Schema Markup 5. Main Entity of Page 6. Multi-Type Entity 7. Additional Type 8. Additional Property 9. Lists: Item List, Collection, Offer Catalog 10. Analytics
  52. 52. Martha van Berkel CEO, Schema App @marthavanberkel
  53. 53. Questions?