An overview of how to implement structured data on a large scale website using a simplified three-step approach.

1. Structured
Data atScale
Megan Mathurin // @MeganTheTechie

2. https://uk.linkedin.com/in/meganmathurin
@MeganTheTechie

3. Agenda
Structured Data at
Scale
Overview
Three-Step Approach
Free Template and
Resources
@MeganTheTechie

4. What is structured data?
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5. Structured data provides
information about a page and
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classifies the page content.
- Google

6. JSON-LD code isGoogle's
recommended format for
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structured data.
- Google

7. It can be used to generate Rich Results
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8. Such as Jobs...
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9. Events...
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10. Articles, Videos and many more!
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11. How many pages =a large site?
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12. INDEXED PAGES
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Iwork on asite with 35M indexedpages!

13. Why is implementingstructured
data on a large site so
challenging?
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14. Several Unique
Templates
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Hundreds of
different schema
types
+ =
The possibilities are (seemingly) endless...

15. Step One: Audit and Analyse
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16. Identify broad themes that match your
industry on schema.org
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17. Which templates exist on the site?
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18. Test with the Google Structured Data
Testing Tool
https://search.google.com/structured-data/testing-tool @MeganTheTechie

19. Quick tip: create ajavascript bookmark to
save time!
https://detailed.com/chrome-bookmarklets-seo/ @MeganTheTechie

20. Are you currently followingbest
practice? Is there any duplicate
markup?
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21. Google’s structured data guidelines
Recommended format
JSON-LD
Specify all required properties
for rich results
Don’t mark up irrelevant or
hidden content
@MeganTheTechiehttps://developers.google.com/search/docs/guides/sd-policies

22. Seekinspiration
from outside
your industry
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E-commerce and travel websites usually
have great examples of structured dataon
alarge scale.

23. Step Two: Evaluate Opportunity
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24. Revenue
Impact
Effort
Lead with the biggest opportunity
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25. Use t-shirt size to rank each template by
opportunity
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26. Seek out
additional
opportunity
Explore the hundreds of
entities available at
schema.org
Video markup
FAQ markup
Event markup
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27. Step Three: Implement and
Review
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28. Use Merkle's Schema Markup Tool
https://technicalseo.com/tools/schema-markup-generator/ @MeganTheTechie

29. Input your data and let the tool do the work...
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30. Then test with the Google Tool
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https://search.google.com/structured-data/testing-tool

31. Link to JSON files in masterdoc
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32. Outline the tasks required and identify
owners
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33. We're Live!
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34. Refer back to document to test andreview
by template using google tool as before
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35. Continue to monitor using SearchConsole
Missing fields and
unspecified items
Valid – complete items
Valid markup with zeroerrors
Unparsable structured data
(syntax errors)
Visibility trends
Trendline of valid/errorratio,
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36. Audit and Analyse
Identify your templates and
which schema types work best
for your business.
Implementing Structured Data
at Scale
INTHREE STEPS
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Evaluate Opportunity
Use this data to prioritisetickets
and communicate with
stakeholders.
Implement and Review
Create a process that allows you
to systematically implement, test
and monitor your structured data.

37. Structured Data SuccessStories
https://developers.google.com/search/case-studies/overview
94%
1.5%
Increase in organic traffic to job
listings in the APAC region
- Monster
Increase in time on site after
implementing recipe
structured data
- Rakuten
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38. http://bit.ly/mmstructureddata
Free template and links to
resources
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39. https://uk.linkedin.com/in/meganmathurin
@MeganTheTechie