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Making your website stand out with structured data

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You'll learn the value of structured data and how it impacts the appearance of your search results. This presentation will teach you the fundamentals of structured data, show multiple use-cases, and leave you with a clear actionable strategy on how to implement structured data on your own website.

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Making your website stand out with structured data

  1. 1. MAKING YOUR WEBSITE STAND OUT /W STRUCTURED DATA Created by Mendel Kurland / @ifyouwillit Photo Credit: paul bica via Compfight cc
  2. 2. I'M MENDEL mendel.me | @ifyouwillit Developer Marketer Small business advocate Inventor GoDaddy Evangelist
  3. 3. WHAT'S IN STORE? The vocabulary of data Why structured data is important Implementing structured data using PHP / HTML
  4. 4. THE VOCABULARY OF DATA - Schema - - Markup - Photo Credit: Håkan Dahlström via Compfight cc
  5. 5. 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)
  6. 6. USPS http://4vector.com/free-vector/addressed-envelope-with-stamp-clip-art-114525
  7. 7. LANGUAGE https://www.flickr.com/photos/26878261@N07/7983928912/
  8. 8. EVEN CRAYOLA http://www.crayola.com.au/free-coloring-pages/print/octopus-color-by-number-coloring-page/
  9. 9. SCHEMA.ORG
  10. 10. 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.
  11. 11. ACADEMIC CORRECTIONS (https://www.flickr.com/photos/nics_events/2349632625/)
  12. 12. IN HTML, TAGS ARE 'MARKUP'
  13. 13. WHY STRUCTURED DATA IS IMPORTANT Photo Credit: Beraldo Leal via Compfight cc
  14. 14. MAJOR COLLABORATION Google, Microsoft, Yandex, and Yahoo! collaborated to invest in and create the standard at schema.org.
  15. 15. MAKES SEARCH LISTING MORE ATTRACTIVE
  16. 16. MAKES SEARCH LISTING MORE ENTICING
  17. 17. 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
  18. 18. LOWER CLICK-THROUGH Just checking the date and time? No click-through needed.
  19. 19. 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
  20. 20. FIND THE CORRECT SCHEMA (Event + Address)
  21. 21. (http://schema.org/Event)
  22. 22. CREATE A STATIC PHP PAGE
  23. 23. MAKE STATIC PHP PAGE DYNAMIC Change static pieces to variables.
  24. 24. PREVIEW NEW PAGE THAT WE CREATED (http://schema.ninja/examples/wwc.php)
  25. 25. MAKE SURE EVERYTHING CHECKS OUT! Use Google's markup validator.
  26. 26. AND THAT IS HOW YOU IMPLEMENT STRUCTURED DATA!
  27. 27. QUESTIONS? Presentation URL mendel.me/presentations/structureddata Connect on Twitter @ifyouwillit Photo Credit: alexanderdrachmann via Compfight cc

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