Best	
  Buy’s	
  schema.org	
  Journey:	
  
Then	
  and	
  Now 	
  	
  
	
  	
  	
  Jay	
  Myers	
  |	
  @jaymyers	
  
Jou...
Original	
  Web	
  
	
  	
  	
  Every	
  store	
  has	
  valuable	
  data	
  that	
  should	
  	
  
	
  	
  	
  be	
  expo...
 	
  Experimental	
  rich	
  markup	
  site	
  outranked	
  
	
  	
  main	
  site	
  
 	
  “Shop	
  URLs”	
  serve	
  as	
  rich	
  data	
  experiences	
  	
  
	
  	
  	
  for	
  both	
  humans	
  and	
  mach...
IniNal	
  Effort	
  
•  Publish	
  data	
  that	
  has	
  valuable	
  meaning	
  beyond	
  
keywords	
  
•  “Clean”	
  and	...
 	
  Now:	
  Best	
  Buy	
  properNes	
  use	
  Microdata	
  and	
  	
  
	
  	
  schema.org	
  	
  	
  
 	
  	
  AddiNonal	
  data	
  elements	
  drive	
  customer	
  	
  
	
  	
  	
  engagement	
  
 	
  	
  AddiNonal	
  data	
  elements	
  drive	
  customer	
  	
  
	
  	
  	
  engagement	
  
 	
  	
  AddiNonal	
  data	
  elements	
  drive	
  customer	
  	
  
	
  	
  	
  engagement	
  
 	
  	
  AddiNonal	
  data	
  elements	
  drive	
  customer	
  	
  
	
  	
  	
  engagement	
  
Future	
  DirecNon	
  
Gmail	
  AcNons	
  in	
  the	
  inbox	
  
Future	
  DirecNon	
  
Gmail	
  AcNons	
  in	
  the	
  inbox	
  
	
  
	
  
<script	
  type="applicaNon/ld+json">	
  
{	
  ...
Future	
  DirecNon	
  
•  Pilot	
  to	
  improve	
  visibility	
  of	
  product	
  
informaNon	
  on	
  the	
  web	
  
GS1...
Future	
  DirecNon	
  
Feeding	
  knowledge	
  
Future	
  DirecNon	
  
Feeding	
  knowledge	
  
Future	
  DirecNon	
  
Feeding	
  knowledge	
  
Future	
  DirecNon	
  
Feeding	
  knowledge	
  
Thank	
  You!	
  
Upcoming SlideShare
Loading in …5
×

Best Buy's Schema Journey: Then and Now By Jay Myers

5,456 views

Published on

SMX Advanced 2014 Session #SMX #13A - Super Session: Enhancing Search Results With Structured Data & Markup - BestBuy's Schema Journey - Then And Now By Jay Myers @Jaymyers Of Bestbuy.com

Read more on SEO related topics at http://searchengineland.com

Published in: Internet

Best Buy's Schema Journey: Then and Now By Jay Myers

  1. 1. Best  Buy’s  schema.org  Journey:   Then  and  Now          Jay  Myers  |  @jaymyers   Journey  stop  sign  cc-­‐by  Joseph  Novak    
  2. 2. Original  Web        Every  store  has  valuable  data  that  should          be  exposed    
  3. 3.    Experimental  rich  markup  site  outranked      main  site  
  4. 4.    “Shop  URLs”  serve  as  rich  data  experiences          for  both  humans  and  machines  
  5. 5. IniNal  Effort   •  Publish  data  that  has  valuable  meaning  beyond   keywords   •  “Clean”  and  “Cool”  URLS   •  Syntax:  RDFa  –  Resource  Descrip:on  Framework  in   A>ributes   •  Ontologies   –  GoodRelaNons  –  The  Web  Vocabulary  for  Ecommerce   –  FOAF  –  Friend  of    a  Friend   –  GEO  –  Basic  methods  for  represenNng  spaNally-­‐located   things  
  6. 6.    Now:  Best  Buy  properNes  use  Microdata  and        schema.org      
  7. 7.      AddiNonal  data  elements  drive  customer          engagement  
  8. 8.      AddiNonal  data  elements  drive  customer          engagement  
  9. 9.      AddiNonal  data  elements  drive  customer          engagement  
  10. 10.      AddiNonal  data  elements  drive  customer          engagement  
  11. 11. Future  DirecNon   Gmail  AcNons  in  the  inbox  
  12. 12. Future  DirecNon   Gmail  AcNons  in  the  inbox       <script  type="applicaNon/ld+json">   {      "@context":  "h`p://schema.org",      "@type":  "Order",      "merchant":  {              "@type":  "OrganizaNon",              "name":  "bestbuy.com"      },    "orderNumber":  "1234567890",      "priceCurrency":  "USD",      "price":  "29.99",      "acceptedOffer":  {          "@type":  "Offer",          "itemOffered":  {              "@type":  "Product",              "name":  "Vinotemp  -­‐  Epicureanist  3-­‐in-­‐1  Wine  Bo`le  Stopper"          },          "price":  “19.99",          "priceCurrency":  "USD",          "eligibleQuanNty":  {              "@type":  "QuanNtaNveValue",              "value":  "1"          }      },   "url":  "h`ps://www.bestbuy.com/orderconf/?orderID=1234567890"   }   </script>        
  13. 13. Future  DirecNon   •  Pilot  to  improve  visibility  of  product   informaNon  on  the  web   GS1  GTIN  IniNaNve       <span  itemprop=”gNn13”>0887276965147</span>         h`p://semanNcweb.com/gs1-­‐explores-­‐systems-­‐standards-­‐will-­‐fit-­‐semanNc-­‐web_b41164  
  14. 14. Future  DirecNon   Feeding  knowledge  
  15. 15. Future  DirecNon   Feeding  knowledge  
  16. 16. Future  DirecNon   Feeding  knowledge  
  17. 17. Future  DirecNon   Feeding  knowledge  
  18. 18. Thank  You!  

×