Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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


Published on

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

Published in: Marketing
  • Today's dogs suffer from a lack of mental stimulation and quality time spent with "their" people. The resulting boredom and anxiety can lead to no end of physical and behavioral problems. Brain Training for Dogs is the solution! In a clear and concise manner, Adrienne Farricelli walks owners through a series of puzzles and exercises that will challenge and entertain dogs of all abilities. ▲▲▲
    Are you sure you want to  Yes  No
    Your message goes here
  • As a single mother every little bit counts! This has been such a great way for me to earn extra money. As a single mother every little bit counts! Finally, a vehicle for making some honest to goodness real money to make life easier and happier now that I don't have to pull my hair out budgeting every penny every day.Thanks for the rainbow in my sky. ♣♣♣
    Are you sure you want to  Yes  No
    Your message goes here

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
  4. 4. #SMX #21A1 @aaranged •  Significant structured data events with dates •  Announcement, reference and discussion links
  6. 6. #SMX #21A1 @aaranged 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"> ? <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 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
  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, •  Apple News Format is JSON, with very metadata Apple News
  15. 15. #SMX #21A1 @aaranged •  Announced October 2015, in Google February 2016 •  Uses HTML <head> elements, AMP JavaScript • 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 ( •  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
  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 • 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=""> <h1 itemprop="headline">Man bites dog</h1> By <span itemprop="author" itemscope itemtype="http://"><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": "", "@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 “with many more detailed properties” •  Is’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 (, launched (Aug ‘15) •  First external extension (GS1 Web Vocabulary) launched (Feb ‘16) The evolution of 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 namespace; e.g.: • •  Terms accessible as[term] (subdomain not required) Types of 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.: •
  38. 38. #SMX #21A1 @aaranged •  Released: (bibliographic) •  E.g.: Audiobook, translationOfWork •  Released: •  E.g.: Motorcycle, seatingCapacity •  Upcoming: •  “Accommodation” extension •  “Courses” extension Released and upcoming reviewed extensions
  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, panel[key]&limit=1&indent=True
  43. 43. #SMX #21A1 @aaranged Stupid Knowledge Graph tricks: panels that don’t belong