Structured Dataand Semantic SEOMatthew BrownSEMPDX
Sept 2012 Image credit: http://www.flickr.com/photos/jdhancock/

Matthew Brown Slideshare: MatthewBrownPDX Twitter:
@MatthewJBrown matthew@audiencewise.comhttp://www.portlandground.com/archives/2003/05/steel_bridge_an.php

Definitions@MatthewJbrown

Semantic Search Engine Optimization (Semantic
SEO) is theuse of techniques from the Semantic Web technology stackfor:1.sending detailed information about the meaning of yourpage content to search engines and other data consumers,2. in a way that can be easily processed by computers. Good definition of Semantic SEO: http://bit.ly/kUW0fJ

Structured Data = Data organized
by a markup language and avocabulary. Can be organized and searched by machines.Linked Data = Publishing structured data so it can be accessedat a URISemantic Web = The web of globally accessible, interlinkeddata entitiesRDF = Resource Definition Framework. This is a data modelthat establishes entity relationships using ‘triples’ Other notable parts of the ‘Semantic Web Technology Stack’

http://www.seoskeptic.com/seo-semantic-web/ Great overview of the
Semantic Web hereExample of RDF triples describing entities. This is how semantic web data is defined.

Schema: A specific vocabularySo what’s
schema.org? Microdata? RDFa? Good primer here: http://www.seomoz.org/blog/schema-examples

Choose your weapon. Which language
and vocabulary fits your situation?

There are many languages and
vocabularies for structured data. Schema is just one.

Current Status of “semantic SEO”:
Google, Bing, Facebook @MatthewJbrown

@MatthewJbrown

OUCH!Google is doing more displacing
of organic results. Deal with it: mark up your data

Rich snippets are everywhere now,
even spammy ones

There are more options everyday
to increase SERP real estate

Rich Snippets can take up
30 days or more. Don’t panic. Study at: http://bit.ly/P6pF4n

Track CTR changes for keywords
that get rich snippets to measure ROI

Google Knowledge Graph

Look for what markup gets
into Knowledge Graph

Knowledge Graph Carousel (for ‘multiple’
searches like albums)

There are multiple sources in
the carousels as well

Markup type: (Keep a running
spreadsheet)

Google Plus Knowledge Graph –
Great article at http://bit.ly/PrA7Sy

Open Graph@MatthewJbrown

Just about every ‘entity’ under
the sun is in Facebook’s graph

Straight from Facebook at TC
Disrupt: http://tcrn.ch/OolpA4

Open Graph: Huge graph of
semantic data. HUGE.

Guardian’s FB traffic eclipsed Google
traffic at one point: http://bit.ly/GFo3sg

http://developers.facebook.com/docs/opengraphprotocol/Wonder why services like Socialcam
and Viddy suddenly exploded?

Open Graph SchemaProtip: Use Open
Graph Markup in addition to schema, etc.

Using OG can control how
your snippets, images, anddescription appears in Facebook and other networks

@MatthewJbrown Tools

Webmaster Tools now provides basic
structured data stats

Facebook Object Debugger:http://developers.facebook.com/tools/debug

Mat Clayton (CTO of Mixcloud)
on Slideshare: http://www.slideshare.net/matclayton

Schema Creator from Raven: http://schema-creator.org/

Local Business Microdata Generator: http://microdatagenerator.org/

Wordpress Schema plugin fromRaven:http://wordpress.org/extend/plugins/schema-creator/

Drupal has functionality to consume
and publish RDF data. Guide to getting up and running at: http://semantic-drupal.com/

Rich Snippets Bookmarklet: http://www.blindfiveyearold.com/rich- snippets-testing-tool-bookmarklet

Bing Webmaster Tools Markup Validator

http://linter.structured-data.org – Industrial Strength Structured
Data Display

Sindice.com – Semantic web search
engine. Good way to see what

Linked Data tools for content
marketing@MatthewJbrown

Point Blank SEO’s guide to
data visualizations: http://pointblankseo.com/visualizations

http://richard.cyganiak.de/2007/10/lod/lod-datasets_2011-09-19_colored.html - Linking Open Data
Cloud

Linked Data datasets – current
best source:http://www.w3.org/wiki/TaskForces/CommunityProjects/LinkingOpenData/DataSets

Dbpedia is Wikipedia in Linked
Data specification. Outputs are JSON/XML/RDF.

PoolParty has a Wordpress plugin
to import Linked Data as tooltips:http://wordpress.org/extend/plugins/poolparty-thesaurus/screenshots/

LODSPeaKr – Simple Publishing Kit
for Linked Data - http://alangrafu.github.com/lodspeakr/

Reading Materials/Resources@MatthewJbrown

Raven has an excellent schema.org
guide here:http://raventools.com/blog/an-seos-guide-to-schema-org/

Good Relations has several great
Q+A sites and a FAQ: http://wiki.goodrelations-vocabulary.org/FFAQ

Great primer to RDFa in
HTML5 and Linked Data:

http://www.youtube.com/watch?v=KuAaa6lZxAUhttp://justinbriggs.org/entity-search-results-the-on-going-evolution-of-search Learn what entities are.

Proposed schemas:http://www.w3.org/wiki/WebSchemas/SchemaDotOrgProposals

Reading Listhttp://learnlinkeddata.com/articles Linked Data Primer
– Start Herehttp://semanticweb.com/introduction-to-rdf_b17953 - Dead simple intro to RDF andassociated vocabularies and tools. SemanticWeb.com rules.http://www.w3.org/2011/Talks/0607-SemTech-RDFa-IH/Talk.pdfGreat intro to RDFa and highlights Best Buy, Overstock, Examiner.comhttp://www.ibm.com/developerworks/library/x-disprdf/index.htmlIBM Developer Works tutorial on how to combine datahttp://searchnewscentral.com/20110207129/Technical/rdfa-the-inside-story-from-best-buy.htmlInterview with Jay Myers, Lead Development Engineer for Best Buy There’s a ton of resources on the web to get you started

Semantic SEO Follow ListFolks who
have some SEO/Semantic Web crossover:Aaron Bradley - @aaranged – Hands down the best curator of semantichappenings on the SEO side. When he blogs athttp://www.seoskeptic.com it’s not to be missed.Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens tobe speaking at the Semantic Web 2012 conferenceSean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionallyfor http://www.semanticweb.comJay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’sthe man responsible for Best Buy’s 30% CTR increase with rich snippets.Dan Brickley - @DanBri – Schema.org outreach for Google, works onproposed Schema.org specs People who have both search and semantic backgrounds

Semantic Tech ProsSemantic Tech Folks
who are very smart and say things I don’t get:Martin Hepp- @MFHepp– Heads up Good Relations, which is the mostextensive vocabulary for e-commerce dataManu Sporny - @ManuSporny – Leader of the W3C working group forRDF. The man leading the charge for the RDF spec.Lin Clark - @LinClark – Works on the linked data/RDF integration forDrupal. 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:https://twitter.com/#!/SemanticWeb/semanticweb100 - Like tappinginto the Matrix of semantic tech information. People building semantic tech tools and standards

Thank you!Slideshare: MatthewBrownPDX matthew@audiencewise.com twitter:
@matthewjbrownLinkedIn: MatthewBrownPDX