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What's New With Markup and Structured Data By Aaron Bradley

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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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What's New With Markup and Structured Data By Aaron Bradley

  1. 1. #SMX #21A1 @aaranged Aaron Bradley – Sr. Manager, Web Channel Strategy, Electronic Arts WHAT’S NEW WITH MARKUP AND STRUCTURED DATA
  2. 2. #SMX #21A1 @aaranged
  3. 3. #SMX #21A1 @aaranged PREFIX URL: STRUCTURED DATA EVENTS
  4. 4. #SMX #21A1 @aaranged bit.ly/sdataevents •  Significant structured data events with dates •  Announcement, reference and discussion links
  5. 5. #SMX #21A1 @aaranged INTRODUCTORY NOTE 1: WHAT IS STRUCTURED DATA?
  6. 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…
  7. 7. #SMX #21A1 @aaranged STRUCTURED DATA IS LINKED DATA schema.org/description schema.org/ description schema.org/description
  8. 8. #SMX #21A1 @aaranged INTRODUCTORY NOTE 2: SCHEMA.ORG
  9. 9. #SMX #21A1 @aaranged
  10. 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. 11. #SMX #21A1 @aaranged SOCIAL MEDIA AND DISTRIBUTED CONTENT
  12. 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. 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. 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. 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. 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. 17. #SMX #21A1 @aaranged RICH RESULTS AND RICH CARDS
  18. 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. 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. 20. #SMX #21A1 @aaranged Recipes Movies Host-specific lists for rich cards
  21. 21. #SMX #21A1 @aaranged Top stories from multiple hots Top stories from single host (de facto host- specific list) AMP rich card carousels
  22. 22. #SMX #21A1 @aaranged GOOGLE STRUCTURED DATA TESTING TOOL PREVIEWS
  23. 23. #SMX #21A1 @aaranged Testing Tool code validation and preview: recipes
  24. 24. #SMX #21A1 @aaranged Testing Tool code validation and preview: movies
  25. 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. 26. #SMX #21A1 @aaranged THE RISE OF JSON-LD
  27. 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. 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. 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. 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. 31. #SMX #21A1 @aaranged Evidence of Bing JSON-LD support for recipes?
  32. 32. #SMX #21A1 @aaranged STRUCTURED DATA FOR ECOMMERCE
  33. 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. 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
  35. 35. #SMX #21A1 @aaranged SCHEMA.ORG EXTENSIONS
  36. 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. 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. 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. 39. #SMX #21A1 @aaranged FREEBASE, WIKIDATA, WIKIPEDIA AND THE GOOGLE KNOWLEDGE GRAPH
  40. 40. #SMX #21A1 @aaranged
  41. 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. 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. 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. 44. #SMX #21A1 @aaranged THANK YOU! CONTINUE THE CONVERSATION AT: bit.ly/semsearch SEE YOU AT THE NEXT #SMX!

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