A presentation on how to add semantic information to your website to improve your search engine listings and potentially develop your SEO, ranking position and visibility in search engines.

1. Developments in Semantic
HTML – Adding
information to search
listings
Ruth Cheesley – Virya Technologies
Autor: 18.10.12
Ruth Cheesley - @RCheesley - gplus.to/RCheesley

2. Show me the money!

3. Good SEO = Reputation Management

4. Could do better!

5. Microdata
Autor: 18.10.12
Ruth Cheesley - @RCheesley - gplus.to/RCheesley

6. This made me pay attention!

7. Click-through rates 30% higher
Potentially 3+ ranks higher
Rich Snippets in action

8. So many things to do!

9. This turned into sales!

10. Semantics 101

11. Feed the machines!

12. I Iwant to know
want to know
about avatar
about avatar
Uhhh, which
Uhhh, which
one?
one?
Content + Context = King

13. One format to rule them all

14. Creative Work
Creative Work
Thing
Thing
Place
Place
Product
Product
Event
Event
Intangible
Intangible
Person
Person
Medical entity
Medical entity
Organisation
Organisation
Available Schemas

15. Creative
Creative
Work
Work
Article
Article
Blog
Blog
Book
Book
Comment
Comment
Diet
Diet
Exercise Plan
Exercise Plan
Item list
Item list
Map
Map
Media object
Media object
Movie
Movie
Music Playlist
Music Playlist
Music Recording
Music Recording
Painting
Painting
Photograph
Photograph
Recipe
Recipe
Review
Review
Sculpture
Sculpture
Software App
Software App
TV Episode
TV Episode
TV Season
TV Season
TV Series
TV Series
Webpage
Webpage
Webpage element
Webpage element
Creative Work Schema

16. Define the
Define the
schema
schema
Declare the
Declare the
property
property
itemscope
&
itemtype
itemprop
How to use schema.org markup

17. <div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
<div itemprop="director" itemscope
itemtype="http://schema.org/Person">
Director: <span itemprop="name">James Cameron</span>
(born <span itemprop="birthDate">August 16, 1954)</span>
</div>
<span itemprop="genre">Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html"
itemprop="trailer">Trailer</a>
</div>
schema.org markup

18. <h1>Pirates of the Carribean: On Stranger Tides (2011)</h1>
Jack Sparrow and Barbossa embark on a quest to find the elusive
fountain of youth, only to discover that Blackbeard and his daughter are
after it too.
Director: Rob Marshall
Writers: Ted Elliott, Terry Rossio, and 7 more credits
Stars: Johnny Depp, Penelope Cruz, Ian McShane
8/10 stars from 200 users. Reviews: 50.
Movie listing - before Microdata

19. <div itemscope itemtype="http://schema.org/Movie"><h1 itemprop="name">Pirates of the
Carribean: On Stranger Tides (2011)</h1>
<span itemprop="description">Jack Sparrow and Barbossa embark on a quest to find the
elusive fountain of youth, only to discover that Blackbeard & his daughter are after it too.</span>
Director: <div itemprop="director" itemscope itemtype="http://schema.org/Person"><span
itemprop="name">Rob Marshall</span></div>
Writers: <div itemprop="author" itemscope itemtype="http://schema.org/Person"><span
itemprop="name">Ted Elliott</span></div><div itemprop="author" itemscope
itemtype="http://schema.org/Person"><span itemprop="name">Terry Rossio</span></div>,
and 7 more credits
Stars: <div itemprop="actor" itemscope itemtype="http://schema.org/Person"><span
itemprop="name">Johnny Depp</span>, </div><div itemprop="actor" itemscope
itemtype="http://schema.org/Person"><span itemprop="name">Penelope
Cruz</span>,</div><div itemprop="actor" itemscope
itemtype="http://schema.org/Person"><span itemprop="name">Ian McShane</span></div>
<div itemprop="aggregateRating" itemscope itemtype=
"http://schema.org/AggregateRating > <span itemprop="ratingValue">8</span> / <span
itemprop="bestRating">10</span> stars from <span itemprop="ratingCount">200
</span>users. Reviews: <span itemprop="reviewCount">50</span>.</div></div>
Movie listing - after Microdata

20. Google search listings
Google's “Knowledge Graph”
And the results are ...

21. Authorship & Publisher Markup
Autor: 18.10.12
Ruth Cheesley - @RCheesley - gplus.to/RCheesley

22. Li nk t
o pro
file
What is Authorship?

23. Why bother?

24. Google+ is where it starts

25. Step 1: Add link to your G+ Profile
<a href="[profile_url]?rel=author">Google+</a>
Step 2: Add link in 'contributor to' section on G+
Adding author markup

26. Step 1: Add link to your G+ Page on your site
<a href="[profile_url]?rel=publisher">Google+</a>
Step 2: Verify the website link on your G+ Page
Adding publisher markup

27. Profile linking in action

28. Taken from your
Google+ Profile
View all by author

29. Knowledge Graph in action

30. Related people

31. Joomla!
Autor: 18.10.12
Ruth Cheesley - @RCheesley - gplus.to/RCheesley
TM

32. Shops
Contact page
Resources
Articles
Directories
Blogs
Reviews
Media
Microdata opportunities

33. www.microdataforjoomla.com
@MicrodataJoomla
Here's one I made earlier ….

34. ?
Extend Joomla!
TM

35. GSOC Project

36. Pruteanu Alexandru
@PAlexcom
github.com/PAlexcom
Microdata Library

37. Review
Autor: 18.10.12
Ruth Cheesley - @RCheesley - gplus.to/RCheesley

38. ●
●
●
●
●
Microdata allows you to add context to your webbased content
Search engines can use microdata to create 'rich
snippets' in your listings
Authorship is a type of microdata which links an
author to their content on the web
Many websites do not include microdata by default
but you can add it manually (or with extensions)
Joomla!TM will soon ship with a JMicrodata library
Autor: 18.10.12
Ruth Cheesley - @RCheesley - gplus.to/RCheesley

39. For more information
www.schema.org
plus.google.com/authorship
microdataforjoomla.com
gplus.to/RCheesley
Autor: 18.10.12
Ruth Cheesley - @RCheesley - gplus.to/RCheesley