Google Structured Data Updates With JSON-LD and Knowledge Graph
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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: What's New With Markup & Structured Data. PRESENTATION: What's New With Markup and Structured Data - Given by Aaron Bradley. #SMX #21A1
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Google Structured Data Updates With JSON-LD and Knowledge Graph
- 1. #SMX #21A1 @aaranged Aaron Bradley – Sr. Manager, Web Channel Strategy, Electronic Arts WHAT’S NEW WITH MARKUP AND STRUCTURED DATA
- 3. #SMX #21A1 @aaranged PREFIX URL: STRUCTURED DATA EVENTS
- 4. #SMX #21A1 @aaranged bit.ly/sdataevents • Significant structured data events with dates • Announcement, reference and discussion links
- 5. #SMX #21A1 @aaranged INTRODUCTORY NOTE 1: WHAT IS STRUCTURED DATA?
- 6. #SMX #21A1 @aaranged https://support.google.com/webmasters/answer/35624?hl=en Create good meta descriptions The description attribute within the <meta> tag is a good way to provide a concise, human-readable summary of each page’s content… <meta name="description"> ? https://www.bing.com/webmaster/help/webmaster-guidelines-30Aa23a <meta description> tags keep these clear and relevant, though use the added space to expand on the <title> tag in a meaningful way…
- 8. #SMX #21A1 @aaranged INTRODUCTORY NOTE 2: SCHEMA.ORG
- 10. #SMX #21A1 @aaranged • Developed by and for search engines • Stable, reliable and extensible • Has become the go-to vocabulary for linked data development • Strikes the right balance between complexity and expressiveness • Community driven • Little development elsewhere Why so much talk of schema.org?
- 11. #SMX #21A1 @aaranged SOCIAL MEDIA AND DISTRIBUTED CONTENT
- 12. #SMX #21A1 @aaranged • Pinterest expands recipe rich pins with ingredients and cook time (Feb. ‘16) • Pinterest doubles the number of movie rich pins (Feb ‘16) • Twitter adds image alt support – twitter:image:alt (Mar ‘16) • Facebook adds Audience Optimization tags Social Media structured data
- 13. #SMX #21A1 @aaranged • Announced May 2015, made globally available April 2016 • Provided via RSS or API • Uses HTML5 tags, op: tags, op-* classes, Open Graph • Support for Audience Optimization Tags (op:tags) added January 2016 Facebook Instant Articles
- 14. #SMX #21A1 @aaranged • Announced June 2015 as part of iOS 9, launched November 2015 • Provided via Apple News Format (ANF) or RSS • RSS version uses some HTML <head> elements, supports Open Graph, schema.org • Apple News Format is JSON, with very schema.org-esque metadata Apple News
- 15. #SMX #21A1 @aaranged • Announced October 2015, in Google February 2016 • Uses HTML <head> elements, AMP JavaScript • schema.org in JSON-LD or microdata “recommended” • Open Graph, Twitter Card markup “encouraged” Accelerated Mobile Pages (AMP)
- 16. #SMX #21A1 @aaranged • Google has specific markup requirements for news and AMP • Must be an Article, NewsArticle, BlogPosting, or VideoObject type • Must use certain properties of these • Must include image and logo information • "When you use AMP ... you make your content eligible for additional rich card features" Accelerated Mobile Pages (AMP) (continued)
- 17. #SMX #21A1 @aaranged RICH RESULTS AND RICH CARDS
- 18. #SMX #21A1 @aaranged • Critic reviews in the Knowledge Graph (Aug. ’15) • Google live blog carousel (Nov. ‘15 – now in “Early Access and Partner- Only Features” section) • Local business information expanded, place actions (orders, reservations) added (Nov. ’15) • “Top stories with AMP” introduced (Feb. 16) Google search enhancements prior to rich cards
- 19. #SMX #21A1 @aaranged • A type of rich result • Built on rich snippets and cards, “the fundamental presentation unit for Search results” (?) • Require the use of structured data markup (schema.org) • May appear as a “single element or list of elements” • May appear in a list carousel or a host-specific list What are Google rich cards?
- 20. #SMX #21A1 @aaranged Recipes Movies Host-specific lists for rich cards
- 21. #SMX #21A1 @aaranged Top stories from multiple hots Top stories from single host (de facto host- specific list) AMP rich card carousels
- 22. #SMX #21A1 @aaranged GOOGLE STRUCTURED DATA TESTING TOOL PREVIEWS
- 23. #SMX #21A1 @aaranged Testing Tool code validation and preview: recipes
- 24. #SMX #21A1 @aaranged Testing Tool code validation and preview: movies
- 25. #SMX #21A1 @aaranged • All data type examples now open directly in the Testing Tool • Testing Tool results now list each declared entity separately • Keyboard shortcuts for search / search-and-replace functions • Rich cards report added to Search Console • Schema.org and JSON-LD auto- complete in the Testing Tool Other tool changes with the May ‘16 update
- 26. #SMX #21A1 @aaranged THE RISE OF JSON-LD
- 27. #SMX #21A1 @aaranged Microdata JSON-LD <body itemscope itemtype="http://schema.org/Article"> <h1 itemprop="headline">Man bites dog</h1> By <span itemprop="author" itemscope itemtype="http:// schema.org/Person"><span itemprop="name">John Smith</ span></span> <p>June 10th, 2016</p> <meta itemprop="datePublished" content="2016-06-10" /> <p itemprop="description">He bit because, he said, the dog deserved it.</p> </body> Inline markup vs JSON-LD <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Article", "headline": "Man bites dog", "datePublished": "2016-06-10", "author": { "@type": "Person", "name": "John Smith" }, "description": "He bit because, he said, the dog deserved it." } </script>
- 28. #SMX #21A1 @aaranged • Logos (Oct. ‘14) and event rich snippets (Jan. ‘15) • Testing Tool support (Jan ‘15) • Recipe rich snippets (Jul ‘15) • Product and review rich snippets (Feb ‘16) • Everything but breadcrumbs (May ‘16) The evolution of JSON-LD support by Google
- 29. #SMX #21A1 @aaranged • Google – Breadcrumbs still require RDFa/microdata; automatic updates for Shopping still require microdata • Yandex – Reservations, interactive answers (site search filters in SERPs); other types likely require microdata or microformats; Testing Tool supports JSON-LD Consumer-specific JSON-LD support
- 30. #SMX #21A1 @aaranged • Pinterest – Microdata required • Distributed content – only AMP supports JSON-LD • Bing • Uses JSON-LD for app linking • No official support for any other types or applications • No Bing Markup Validator support • Recipes? Other types? Consumer-specific JSON-LD support (continued)
- 31. #SMX #21A1 @aaranged Evidence of Bing JSON-LD support for recipes?
- 32. #SMX #21A1 @aaranged STRUCTURED DATA FOR ECOMMERCE
- 33. #SMX #21A1 @aaranged GTIN Global Trade Item Number Merchant Center Product Rich Results Manufacturer Center May ’16: GTIN required for all Google Shopping Feed items Introduced Jul. ’15: GTIN required May ’16: Brand and GTIN recommended for product rich results GS1 Web Vocabulary introduced Feb. ’15: GTIN used extensively here and across GS1
- 34. #SMX #21A1 @aaranged • Mechanism for including detailed structured data about products on web pages • Initial focus is "consumer-facing properties for clothing, shoes, food beverage/tobacco and properties common to all trade items” • Designed to extend schema.org “with many more detailed properties” • Is schema.org’s first external extension GS1 Vocabulary: the standard for GS1 SmartSearch
- 36. #SMX #21A1 @aaranged • Extension mechanism completely revised (May ‘15) • First reviewed extensions (bib.schema.org, aut0.schema.org) launched (Aug ‘15) • First external extension (GS1 Web Vocabulary) launched (Feb ‘16) The evolution of schema.org extensions
- 37. #SMX #21A1 @aaranged Reviewed/hosted External • Adds subclasses and properties to the core • Usually specific to a topical domain • Reviewed and supported by the community • Gets a chunk of the schema.org namespace; e.g.: • bib.schema.org • Terms accessible as schema.org/[term] (subdomain not required) Types of schema.org extensions • Adds subclasses and properties to the core • Usually specific to a third-party application or a niche topical domain • May or may not be reviewed and supported by the community • Uses its own namespace; e.g.: • schema.example.com
- 38. #SMX #21A1 @aaranged • Released: bib.schema.org (bibliographic) • E.g.: Audiobook, translationOfWork • Released: auto.schema.org • E.g.: Motorcycle, seatingCapacity • Upcoming: • “Accommodation” extension • “Courses” extension Released and upcoming reviewed extensions
- 39. #SMX #21A1 @aaranged FREEBASE, WIKIDATA, WIKIPEDIA AND THE GOOGLE KNOWLEDGE GRAPH
- 41. #SMX #21A1 @aaranged • Wikipedia launched (Jan. ‘01) • First DBpedia dataset (Jan. ‘07) • Freebase launched (Mar. ‘07) • Google buys Metaweb (Jul. ‘10) • Google Knowledge Graph launched (May ‘12) • Wikidata launched (Oct. ‘12) • Google Knowledge Graph Search API launched (Dec. ’15) • Freebase shuts down (May ‘16) Knowledge base evolution
- 42. #SMX #21A1 @aaranged Knowledge Graph Search API query, response, panelhttps://kgsearch.googleapis.com/v1/entities:search?query=grumpy+cat&key=[key]&limit=1&indent=True
- 43. #SMX #21A1 @aaranged Stupid Knowledge Graph tricks: panels that don’t belonghttps://www.google.com/search?kgmid=/m/013703hg&hl=en-US&kgs=8e22a3957a443dc9&q=best+movie+of+all+time&shndl=0&source=sh/x/kp&entrypoint=sh/x/kp
- 44. #SMX #21A1 @aaranged THANK YOU! CONTINUE THE CONVERSATION AT: bit.ly/semsearch SEE YOU AT THE NEXT #SMX!