Martha van Berkel — Structured Data Beyond Google and Back
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These slides were presented at the SEMrush webinar "Structured Data Beyond Google and Back". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-beyond-google-and-back/
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Martha van Berkel — Structured Data Beyond Google and Back
- 1. Martha van Berkel CEO, Schema App Schema Markup Connects to Tell a Story
- 3. Your Schema Connects to Tell a Story Contact page People Organization US Office European Office Job Posting FAQ Product Review Video Rating Offer (price) Feature FAQ Image Video
- 4. Don’t put the same schema markup on every page.
- 5. Use the MOST specific type from schema.org
- 6. Don’t create islands of schema markup.
- 7. Nest markup within the primary topic of the page.
- 8. Free Schema Paths Tool
- 9. Entity Type #1 Entity Type #2 Connecting Local Business + FAQPage
- 10. subjectOf about
- 13. Use Wikipedia / Wikidata / Google Knowledge Graph for definitions
- 15. additionalType: Add additional clarity to the schema.org Type that is not in the vocabulary.
- 20. FAQ about Organizations Organization subjectOf FAQPage
- 23. Health & Life Sciences Extension (expansive!) NOTE: Depicts only the primary schema.org “type”. Other markup will be embedded. https://health-lifesci.schema.org/ Organization Donate Action Product (Shop) Medical Scholarly Article News Article Events Recipes Drug Medical Study Medical Condition Medical Therapy Diet Medical TestsExercise Plans Medical Device Article Medical Cause Medical Sign or Symptom Medical Risk Factors Studies and Trials
- 25. Medical Organization Each bubble represents a data item Organization Hospital Parent Organization
- 26. Geo Equals Geo Intersects Geo Overlaps Geo Touches Geo Within Global Location Number Has Pos Has Map Has Offer Catalog Identifier Is Accessible For Free Select… True False Isic V 4 Latitude Legal Name Lei Code Location Logo Longitude Main Entity Of Page Makes Offer Maximum Attendee Capacity Member Required Fields Address Image Name URL Recommended Fields Aggregate Rating Department Geo Opening Hours Specification Review Telephone Other Fields Additional Property Additional Type Alternate Name Alumni Amenity Feature Area Served Award Awards Branch Code Brand Contact Point Contained In Place Contains Place Currencies Accepted Description Disambiguating Description Dissolution Date Duns Email Employee Event Fax Number Founder Founding Date Founding Location Funder Geo Contains Geo Covered By Geo Covers Geo Crosses Geo Disjoint Member Of Naics Number Of Employees Opening Hours Owns Parent Organization Payment Accepted Photo Potential Action Price Range Public Access Select… True False Publishing Principles Same As Seeks Slogan Smoking Allowed Select… True False Special Opening Hours Specification Hospital Sponsor Sub Organization Subject Of Tax Id Type Hospital Vat Id
- 27. Medical Organization Each bubble represents a data item Place Contact Point Medical Specialty Organization Parent Organization Hospital medicalSpecialty contactPoint areaServed “Lyme” “Toronto”
- 28. Medical Specialty Other Fields Additional Type Alternate Name Description Disambiguating Description Identifier Image Main Entity Of Page Name Potential Action Same As Subject Of Type Medical specialty Url Midwifery Muskuloskeletal Neurologic Nursing Obstetric Oncologic Optometric Otolaryngologic Pathology Pediatric PharmacySpecialty Physiotherapy PlasticSurgery Podiatric PrimaryCare Psychiatric PublicHealth Pulmonary Renal RespiratoryTherapy Rheumatologic SpeechPathology Surgical Toxicologic Urologic Enumeration members Anesthesia Cardiovascular CommunityHealth Dentistry Dermatology DietNutrition Emergency Endocrine Gastroenterologic Genetic Geriatric Gynecologic Hematologic Infectious Laboratory Science
- 29. Legal Name Lei Code Location Logo Main Entity Of Page Makes Offer Member Of Naics Number Of Employees Owns Parent Organization Potential Action Publishing Principles Review Same As Seeks Slogan Name URL availableService hospitalAffiliation medicalSpecialty Additional Type Address Aggregate Rating Alternative Name Alumni Area Served Award Awards Brand Contact Point Department Description Disambiguating Description Dissolution Date Duns Email Employee Event Fax Number Founder Founding Date Founding Location Funder Global Location Number Has Pos Has Offer Catalog Identifier Image Isic V 4 Physician Sponsor Sub Organization Subject Of Tax id Telephone Type Physician Vat Id
- 30. Medical Organization Each bubble represents a data item Place Contact Point Medical Specialty Organization Parent Organization Hospital Physician medicalSpecialty medicalSpecialty contactPoint areaServed Medical Procedure recognizingAuthority “Lyme” “Toronto” “Doctor”
- 32. Schema App has a Schema Markup Solution that works with all websites, all content, without an IT Developer. Get Results with Expert Support, and Easy to Use, Scaleable Tools!
- 34. ● Schema Paths Tutorial ● How to Build a schema Markup Strategy ● FAQ Webinar Resources
- 35. Martha van Berkel CEO, Schema App @marthavanberkel martha@schemaapp.com
- 36. Questions?