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MAKING YOUR 
WEBSITE STAND OUT 
/W STRUCTURED DATA 
Created by Mendel Kurland / @ifyouwillit 
Photo Credit: paul bica via Compfight cc
I'M MENDEL 
mendel.me | @ifyouwillit 
Developer 
Marketer 
Small business advocate 
Inventor 
GoDaddy Evangelist
WHAT'S IN STORE? 
The vocabulary of data 
Why structured data is important 
Implementing structured data using PHP / HTML
THE VOCABULARY OF DATA 
- Schema - 
- Markup - 
Photo Credit: Håkan Dahlström via Compfight cc
WHAT THE HECK IS A 
SCHEMA? 
A schema is a cognitive framework or concept that helps 
organize and interpret information. 
(http://psychology.about.com/od/sindex/g/def_schema.htm)
USPS 
http://4vector.com/free-vector/addressed-envelope-with-stamp-clip-art-114525
LANGUAGE 
https://www.flickr.com/photos/26878261@N07/7983928912/
EVEN CRAYOLA 
http://www.crayola.com.au/free-coloring-pages/print/octopus-color-by-number-coloring-page/
SCHEMA.ORG
WHAT THE HECK IS 
MARKUP? 
A (document) markup language is a modern system for 
annotating a document in a way that is syntactically 
distinguishable from the text.
ACADEMIC CORRECTIONS 
(https://www.flickr.com/photos/nics_events/2349632625/)
IN HTML, TAGS ARE 'MARKUP'
WHY STRUCTURED DATA IS 
IMPORTANT 
Photo Credit: Beraldo Leal via Compfight cc
MAJOR COLLABORATION 
Google, Microsoft, Yandex, and Yahoo! collaborated to invest in 
and create the standard at schema.org.
MAKES SEARCH LISTING MORE ATTRACTIVE
MAKES SEARCH LISTING MORE ENTICING
HIGHER CLICK-THROUGH 
Rich data in search results mean higher click-through. 
can 
Click-through can depend on... 
How many other listing have rich data 
Relevancy of the search results 
Context of the rich data displayed
LOWER CLICK-THROUGH 
Just checking the date and time? No click-through needed.
IMPLEMENTING 
STRUCTURED DATA USING 
PHP / HTML 
Find the correct schema 
Create a static PHP page 
Make static PHP page dynamic 
Check our work 
Photo Credit: Michel Filion via Compfight cc
FIND THE CORRECT SCHEMA 
(Event + Address)
(http://schema.org/Event)
CREATE A STATIC PHP PAGE
MAKE STATIC PHP PAGE 
DYNAMIC 
Change static pieces to variables.
PREVIEW NEW PAGE THAT 
WE CREATED 
(http://schema.ninja/examples/wwc.php)
MAKE SURE EVERYTHING 
CHECKS OUT! 
Use Google's markup validator.
AND THAT IS HOW YOU IMPLEMENT 
STRUCTURED DATA!
QUESTIONS? 
Presentation URL 
mendel.me/presentations/structureddata 
Connect on Twitter 
@ifyouwillit 
Photo Credit: alexanderdrachmann via Compfight cc

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Making your website stand out with structured data