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SMXL Milan Schema Markup Masterclass

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What is schema markup and how does it benefit your business. Martha van Berkel walks you through how to create a schema markup strategy and then provides and example to explain the process. She outlines the tools to use in the schema markup process and the pro's and cons of each.

Published in: Marketing
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SMXL Milan Schema Markup Masterclass

  1. 1. Queens University & MIT Applied Math & Engineering Innovation & Strategy Member of Alumni founder makesOffer nationality alumniOf
  2. 2. 1. What is Schema Markup? 2. Benefit of Schema Markup 3. Schema Markup Strategy 4. Best Practices 5. Tools for Getting Started 6. Measuring the Value of Schema Markup Agenda
  3. 3. Schema.org
  4. 4. JSON-LD
  5. 5. Microdata & RDFa
  6. 6. Classes are the types of things described: Organization, Person, Creative Work, Event, etc. Properties indicate the attributes or relationships of the things Sub-classes (e.g. MedicalOrganization) inherit the properties of parent classes (LocalBusiness, Place, Organization and Thing)
  7. 7. Class Properties
  8. 8. Rich Results Higher Click Through Rates Quality Traffic Customer Engagement Results
  9. 9. What should you optimize with Schema Markup? Strategy
  10. 10. #1 What are the important aspects of the business? What makes it unique?
  11. 11. #2 What Google Features are you eligible for?
  12. 12. Use JSON-LD Use the most specific class possible Markup only what is on the page Connect “things” in schema markup Relate to Wikipedia/websites to define topics Best Practices
  13. 13. Contact Page Social Media Email Telephone Address Image URL Name Logo
  14. 14. https://www.schemaapp.com/tools/schema-paths/
  15. 15. https://en.wikipedia.org/wiki/Bicycle https://en.wikipedia.org/wiki/Milan
  16. 16. Create Test Deploy Maintain Measure Process
  17. 17. Google Data Highlighter https://www.google.com/webmasters/tools/data-highlighter Merkle SEO JSON-LD Generator https://technicalseo.com/seo-tools/schema-markup-generator/ Schema App FREE & Subscription https://www.schemaapp.com/tools/jsonld-schema-generator/ Plugins & Add-Ons Create
  18. 18. https://www.google.com/webmasters/data-highlighter/
  19. 19. https://technicalseo.com/seo-tools/schema- markup-generator/
  20. 20. https://www.schemaapp.com/tools/jsonld -schema-generator/
  21. 21. https://www.schemaapp.com/
  22. 22. Google Search Console Structured Data Report Google Structured Data Testing Tool SDTT Bookmarklet Linter Testing Tool Test
  23. 23. https://www.google.com/webmasters/tools/ structured-data
  24. 24. https://search.google.com/structured- data/testing-tool/u/0/
  25. 25. http://www.seoskeptic.com/structured-data-markup- validation-testing-tools/google-structured-data- testing-tool-bookmarklet/
  26. 26. http://linter.structured-data.org/
  27. 27. Manual - Copy and Paste Javascript Tag Manager Deploy
  28. 28. Manual Tools Aaron Bradley’s Google Updates Spreadsheet Google Search Console Automated Tools Schema App https://www.schemaapp.com Maintain
  29. 29. Existing Reporting Tools Rich Results Reporting Google Search Console SEMRUSH Moz GetStat Semantic Analytics Measure
  30. 30. Semantic Analytics
  31. 31. 1. What is Schema Markup? 2. Benefit of Schema Markup 3. Schema Markup Strategy 4. Best Practices 5. Tools for Getting Started 6. Measuring the Value of Schema Markup Summary
  32. 32. Focus on Strategy, Automate the Rest Take-Away
  33. 33. Email: martha@schemaapp.com twitter: @marthavanberkel Slides http://bit.ly/SchemaSEO

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