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Schema and Open Graph 101 - SMX Munich

  1. Matthew Brown Head of Special Projects SEOmoz Twitter: @MatthewJBrown Slideshare: MatthewBrownPDX
  2. Semantic Search Engine Optimization (Semantic SEO) is the use of techniques from the Semantic Web technology stack for: 1.sending detailed information about the meaning of your page content to search engines and other data consumers, 2. in a way that can be easily processed by computers. Good definition of Semantic SEO:
  3. Schema: A specific vocabulary So what’s Microdata? RDFa?
  4. There are many languages and vocabularies for structured data
  5. To get started, focus on and Open Graph
  6. What types of rich snippets does Google support?
  7. How do to each one? SEOGadget has you covered -
  8. How do I troubleshoot rich snippets?
  9. “If your site has very few pages, or very few pages with marked-up structured data, it may not be picked up by the rich snippets system.” There are non-obvious things you may need to troubleshoot
  10. All else fails? Try Google’s mystery form:
  11. Rich Snippets can take up 30 days or more. Don’t panic. Study at:
  12. Facebook: Open Graph Protocol @MatthewJBrown #SMX Munich
  13. @Facebook Germany - #10 MatthewJBrown #SMX Munich
  14. Use OG markup to optimize from start to finish
  15. Everything just got bigger on FB - More Info!
  16. Remember Open Graph Actions?
  17. New OG Action Opportunities - More info!
  18. Twitter Cards -
  19. Twitter Cards Apps and Links -
  20. .com Breadcrumbs (Competition: Easy)
  21. .de Breadcrumbs (Competition: Very Easy)
  22. .com Recipes (Competition: BRUTAL)
  23. .de Recipes (Competition: low)
  24. .com Events (Competition: Medium)
  25. .de Events (Competition: Medium)
  26. .com Products (Medium) – Reviews: (Hard)
  27. .de Products (Easy) – Reviews: (Medium)
  28. Only 1,620 domains using Schema for hotels! 655 for restaurants, 435 for auto dealers
  29. Want to check semantic markup stats?
  30. Yes. We’ve seen up to 70% growth in CTR
  31. Structured Data Testing Tool -
  32. Structured Data WMT Data is solid
  33. Facebook Object Debugger:
  34. Schema Creator from Raven:
  35. Wordpress Schema plugin from Raven:
  36. The Good Relations blog for ecommerce markup: Bookmark This!
  37. – Semantic web search engine
  38. Raven has an excellent guide here:
  39. Proposed schemas:
  40. Semantic SEO Follow List Folks who have some SEO/Semantic Web crossover: Aaron Bradley - @aaranged – Hands down the best curator of semantic happenings on the SEO side. When he blogs at it’s not to be missed. Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens to be speaking at the Semantic Web 2012 conference Sean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionally for Jay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’s the man responsible for Best Buy’s 30% CTR increase with rich snippets. Dan Brickley - @DanBri – outreach for Google, works on proposed specs People who have both search and semantic backgrounds
  41. Semantic Tech Pros Semantic Tech Folks who are very smart and say things I don’t get: Martin Hepp- @MFHepp– Heads up Good Relations, which is the most extensive vocabulary for e-commerce data Manu Sporny - @ManuSporny – Leader of the W3C working group for RDF. The man leading the charge for the RDF spec. Lin Clark - @LinClark – Works on the linked data/RDF integration for Drupal. Codes neat linked data things for Drupal. Gregg Kellogg - @Gkellogg – Semantic Web Developer of all trades. Wrote the Structured Data Linter. Aaron Bradley’s gigantic Semantic Twitter Group:!/aaranged/semantic-web - Like tapping into the Matrix of semantic tech information. People building semantic tech tools and standards