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Schema.org and Semantic Tech - SMX West 2013

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Schema.org and Semantic Tech - SMX West 2013

  1. 1. Matthew Brown Head of Special Projects SEOmoz (in Portland!) Twitter: @MatthewJBrown Slideshare: MatthewBrownPDX http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
  2. 2. What types of rich snippets does Google support? Bookmark This!
  3. 3. How do to each one? SEOGadget has you covered - Bookmark This!
  4. 4. How do I troubleshoot rich snippets? Bookmark This!
  5. 5. “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
  6. 6. All else fails? Try Google’s mystery form: Bookmark This!
  7. 7. Data Highlighter: What does it do?
  8. 8. But! Not as reliable as markup code, and only Google can see it
  9. 9. Breadcrumbs, and…um..more breadcrumbs What do Bing SERP snippets look like?
  10. 10. Inventory status, Review stars, authorship snippet, breadcrumbs, prices, shares Google search for the same query
  11. 11. At least there’s this? (Come on now, Bing)
  12. 12. Facebook: Graph Search and Open Graph @MatthewJBrown #SMX #23C
  13. 13. When does Graph Search roll in Open Graph?
  14. 14. FB Open Graph API search: Bookmark This!
  15. 15. http://developers.facebook.com/docs/opengraphprotocol/ Remember Open Graph Actions?
  16. 16. New OG Action Opportunities - More info!
  17. 17. Use OG markup to optimize from start to finish
  18. 18. Everything just got bigger on FB - More Info!
  19. 19. There are many languages and vocabularies for structured data
  20. 20. To get started, focus on Schema.org and Open Graph
  21. 21. The Good Relations blog for ecommerce markup: Bookmark This!
  22. 22. Want to check semantic markup stats? Bookmark This!
  23. 23. @MatthewJBrown #SMX #23C
  24. 24. Breadcrumbs (Competition: Easy)
  25. 25. Events (Competition: Medium, but KG potential)
  26. 26. Recipes (Competition: BRUTAL)
  27. 27. Music (Hard, but can get KG query clicks)
  28. 28. People (easy, but don’t often appear)
  29. 29. Products (Medium) – Reviews: (Hard)
  30. 30. Application Search (competition level: MED)
  31. 31. Only 1,620 domains using Schema for hotels! 655 for restaurants, 435 for auto dealers
  32. 32. Yes. We’ve seen up to 70% growth in CTR
  33. 33. Come on over to the Knowledge Graph session!

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