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Schema.org and Semantic Strategy for Heavyweights
Matthew J. Brown - @MatthewJBrown
SEER SearchChurch – Nov 2013
Matthew J. Brown
Head of Special Projects
Mozlandia!

Twitter: @MatthewJBrown
Slideshare:
MatthewBrownPDX

http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
Source: http://multiplayerblog.mtv.com/wp-content/uploads/2008/12/mike-tyson-1985.jpg

The good news: The rich get richer (in snippets)
Markup allows enterprise sites to buy ‘beachfront property’
Almost 75% of the Top 100 sites in Alexa
contain structured data markup
Over the Top 1 Million sites in Alexa, that
drops to 20%

Adoption is rising, and is top-heavy:
bit.ly/HQraE9
Schema.org, Twitter Cards, Authorship, Open Graph
(all of these and more covered by @ipullrank here: bit.ly/11cwNBU)
Open Graph Tags
https://developers.facebook.com/docs/opengraph/
Keep a lookout for new Open Graph actions: bit.ly/Zxop33
Twitter Cards: https://dev.twitter.com/docs/cards
Keep a lookout for new channels using data markup
(Pinterest’s Rich Pins: bit.ly/12oiJoe)
“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.”

Schema.org Step 1: RTFM! (bit.ly/1aFaoV2)
Step 2: Prioritize bit.ly/xWKwcU
Step 3: Keep track of changes to this WMT page:
http://bit.ly/105kY02
Step 4: Troubleshoot if snippets take too longhttp://bit.ly/P6pF4n
Step 5 The rich snippets Hail Mary:
http://bit.ly/yZ8vkb
Update your Training
Source: SEOSkeptic

Deeper Dive on Hummingbird from Aaron Bradley
(http://bit.ly/1aLpw0a) and AJ Kohn (http://bit.ly/1cXragb)
http://conceptnet5.media.mit.edu/
http://conceptnet5.media.mit.edu/
Read Bill’s patent write-up here: bit.ly/1esMZYV
Now for some bad news
You are not Mike Tyson
Google is the champ of semantic search
They’re taking more beachfront property
Way more
Displacing entire verticals
Dr. Pete is tracking the crazy
https://plus.google.com/+SEOmoz/posts #mozcast
What’s an enterprise site gonna do?
Go all in with markup
It’s not just about links anymore
Use authorship to maximize domain authority
Put G+ and Author Rank to work
http://moz.com/blog/using-google-plus-to-appear-in-the-top-resultsevery-time-whiteboard-friday
Adjust enterprise training programs:
THINGS not STRINGS
Emphasize our brave new mobile world
Show examples of mobile/desktop results
Go to SemTechBiz: Make friends
mjb@moz.com
Twitter: @MatthewJBrown
Email:

Thanks for coming out!
http://kotaku.com/watch-mike-tyson-play-mike-tysons-punch-out-for-the-f-1170599272

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Schema for Heavyweights SEER SearchChurch Nov 2013