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Connected Schema Markup and Knowledge Graphs

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Do you ever wonder how your schema markup contributes to creating a knowledge graph? Martha van Berkel, CEO of Schema App explains how schema markup triples make up knowledge graphs and tips on how to do schema markup properly. Tips include main entity of page, how to relate two entities, and also how to use property value pairs.

Published in: Marketing

Connected Schema Markup and Knowledge Graphs

  1. 1. Connected Schema Markup Martha van Berkel // Schema App SLIDESHARE.NET/MARTHAVANBERKEL @marthavanberkel
  2. 2. MIT Queen’s Strategy & Innovation Mathematics & Engineering alumniOf alumniOf alumniOf provider provider founder nationality owns mentions drove directed
  3. 3. I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web - the content, links, and transactions between people and computers. A “Semantic Web”, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. Tim Berners-Lee, 1999
  4. 4. @marthavanberkel #brightonSEO children spouse alumniOf alumni
  5. 5. @marthavanberkel #brightonSEO Children Images Successor
  6. 6. @marthavanberkel #brightonSEO Husband Dog
  7. 7. @marthavanberkel #brightonSEO Knowledge graphs are made of Triples
  8. 8. spouse
  9. 9. @marthavanberkel #brightonSEO alumniOf
  10. 10. @marthavanberkel #brightonSEO areaServed Subject Property Object
  11. 11. @marthavanberkel #brightonSEO When using properties within schema markup, use the most specific possible.
  12. 12. @marthavanberkel #brightonSEO
  13. 13. @marthavanberkel #brightonSEO knows
  14. 14. @marthavanberkel #brightonSEO funder
  15. 15. @marthavanberkel #brightonSEO spouse
  16. 16. @marthavanberkel #brightonSEO
  17. 17. @marthavanberkel #brightonSEO Schema Paths https://www.schemaapp.com/tools/schema-paths/
  18. 18. @marthavanberkel #brightonSEO subjectOf about
  19. 19. @marthavanberkel #brightonSEO
  20. 20. @marthavanberkel #brightonSEO provider
  21. 21. @marthavanberkel #brightonSEO contains place area served
  22. 22. @marthavanberkel #brightonSEO Use Strong Connectors about mentions subjectOf
  23. 23. @marthavanberkel #brightonSEO NewsArticle about Queen Elizabeth
  24. 24. @marthavanberkel #brightonSEO https://en.wikipedia.org/wiki/Elizabeth_II
  25. 25. @marthavanberkel #brightonSEO BlogPosting mentions Buckingham Palace
  26. 26. @marthavanberkel #brightonSEO The Queen subjectOf TVSeries
  27. 27. @marthavanberkel #brightonSEO Property Value Pairs
  28. 28. @marthavanberkel #brightonSEO Additional Property Property Value
  29. 29. @marthavanberkel #brightonSEO
  30. 30. @marthavanberkel #brightonSEO name “Megapixel” unitCode “E38” value “20.3” Property Value
  31. 31. @marthavanberkel #brightonSEO Main Entity Of Page mainEntityOfPage
  32. 32. @marthavanberkel #brightonSEO 6 Items
  33. 33. @marthavanberkel #brightonSEO 5 Events
  34. 34. @marthavanberkel #brightonSEO Add mainEntityOfPage
  35. 35. @marthavanberkel #brightonSEO Don’t put the same schema markup on every page.
  36. 36. @marthavanberkel #brightonSEO Don’t create islands of schema markup.
  37. 37. @marthavanberkel #brightonSEO Your Schema Markup Connects to Tell a Story
  38. 38. @marthavanberkel #brightonSEO children spouse alumniOf alumni
  39. 39. MIT Queen’s Strategy & Innovation Mathematics & Engineering alumniOf alumniOf alumniOf provider provider founder nationality owns mentions drove directed
  40. 40. @marthavanberkel #brightonSEO Martha van Berkel CEO, Schema App martha@schemaapp.com @marthavanberkel

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