Structured Data Primer -- Web 3.0 & Semantic Search

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You've heard all the terms - Hummingbird, Structured Data, Semantic Search, Big Data, Rich Snippets, Knowledge Graph and more. This session will examine the new foundation for SEO best practices as search moves to data-based results. Google has Hummingbird and Knowledge Graph; Bing has Snapshots. Find out how you can stay ahead and make the most out of semantic search using markup approaches such as Schema.org. We'll present a real world case study; showing how the integration of Structured Data helped NexTraq achieve page one rankings for an elusive, high demand keyword.

You will walk away from this session with the following:

How to implement Schema.org with Google Webmaster Tools
How to communicate with your Developers to get them to hardcode your website Determine the right Structured Data to get started with for your website
Proof that it works (a real world review with NexTraq)

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Structured Data Primer -- Web 3.0 & Semantic Search

  1. 1. @PersuasiveData Demys/fy & Explore Structured Data Learn the How and the Why Aaron Abbo( SEO and Analy/cs Manager bigdrum.io @PersuasiveData @BigDrumAgency
  2. 2. @PersuasiveData Why Structured Data? WHAT IT DOES FOR THE WEB
  3. 3. @PersuasiveData Web 3.0 — The Seman/c Web This is the era of the Internet where programmed computer applica/ons can understand what content is, both contextually & subjec/vely; and what it does for the person searching, accessing, or sharing this content. The seman/c meaning, the purpose/intent behind a piece of content can be indexed and served. User-­‐ Generated Content Social Influence & Consumer Voice Web 2.0 Web 1.0 Computers Understanding & Leveraging Data … Predic/ng Consumer Needs Web 2.0 Web 1.0 Connec/ng Data Sources … Business, Schools, Government & People Sharing Informa/on Web 3.0
  4. 4. @PersuasiveData The Need for Hummingbird Google changed their engine’s transmission…allowing the right content to rank higher! ! Rolled out at the same /me as 100% (not provided). ! Let’s call this the algorithm update that focuses on processing the human language (synonyms). ! Leverages the increasing voice-­‐based and image-­‐based searches on mobile devices. ! Ge]ng out of the Caffeine sandbox and away from content that was op/mized for single keywords. ! Looking for the content that contained these longer search phrases and solves the need of the inferred search intent. ! Not necessarily dependent on Structured Data; but everything helps!
  5. 5. @PersuasiveData Structured Data in Human Terms Structured data is the unified founda/on that gives website owners and content developers the ability to tell computers (search engines, social networks, mobile applica/ons, and future technologies not yet conceived)… ! What the content is, in rela/on to its physical purpose. A video is a video that can be watched. ! What the content means to the end user. I need to watch a video to learn something. ! The labeling proper/es used with Structured Data allow search engines to essen/ally distribute parts of the whole to the end user — a mechanism for their evolu/on into a knowledge based experience that responds to your an/cipated needs, determined by learned behaviors.
  6. 6. @PersuasiveData Unstructured Data: The Internet’s Dirty Laundry ! Laundry is not just rinse and wash. It’s also fold and put away. ! Don’t just build your site and your content. Fold it and put it away for the Web.
  7. 7. @PersuasiveData What are Rich Snippets? An invaluable & free improvement to your search results, just for using Structured Data.
  8. 8. @PersuasiveData Google’s Knowledge Graph & Bing’s Satori Giving you all the informa/on you need, so you don’t have to keep looking…
  9. 9. @PersuasiveData Freebase & Knowledge Graph (…like Bing’s Satori) “Allows us to move from an informa;on engine, into a knowledge engine…” Johanna Wright, Knowledge Graph’s Product Management Director
  10. 10. @PersuasiveData Update Your Freebase En//es It’s simple to sign up; just use your Google Account. This pulls from all over the Web, then you get to refine most of it... Sign in to freebase.com Search for your Topic, Brand, Song, etc… Edit or Create Data as Needed
  11. 11. @PersuasiveData Structured Data Connects the Big Data Dots… 101101011101010101001010101010101000001 010101010111101011000101000101010101010 1110101010111010101111000010001010001111 000011101010100101011101010110101010101 101101011101010101001010101010101000001 010101010111101011000101000101010101010 1110101010111010101111000010001010001111 000011101010100101011101010110101010101 101101011101010101001010101010101000001 010101010111101011000101000101010101010 1110101010111010101111000010001010001111 000011101010100101011101010110101010101 101101011101010101001010101010101000001 010101010111101011000101000101010101010 1110101010111010101111000010001010001111 000011101010100101011101010110101010101 v Website Owners & Digital Marke3ng Solu3ons Health, Sciences, Research & Government Future Technologies, Products, Applica3ons & Services
  12. 12. @PersuasiveData Structured Data Examples HOW IT WORKS & WHAT IT LOOKS LIKE
  13. 13. @PersuasiveData The Fat Boys Conundrum — Think ‘Google now’ “Did you mean BBQ or Music?” “When I have Structured Data, I can predict your an;cipated need and find you the solu;on! If you are siLng at home and it’s 1:30 AM on Friday, I can assume you want some music. If you are driving around at 5:30 PM and you’re just three miles away from Fat Boys BBQ, I can fetch the address and the launch your naviga;on from a single voice-­‐based search for Fat Boys.”
  14. 14. @PersuasiveData Structured Data for Fat Boys BBQ (Restaurants) Restaurant Name Ra/ngs Loca/on Phone Number Hours Type of Food Served Prices
  15. 15. @PersuasiveData Structured Data for The Fat Boys (Music Groups) Music Group Name of Group Music Video Name of Video Video Length Thumbnail Image Music Video Descrip/on Song by the Group Song Name The Album Link to Song Dura/on of Song Total Plays Link to Purchase Link to Play Song
  16. 16. @PersuasiveData Structured Data Code Explained Structured Data is born from microdata, a set of tags introduced with HTML5. The example above iden;fies the preferred logo for the NexTraq organiza;on. This will help ensure that the right logo is accessed, indexed, and shared. Itemscope specifies that the HTML content contained in this sec/on (<div>, <span>, <p>,<a>, <meta /> etc.) is about a par/cular item and everything in this sec/on relates to the Itemtype. Itemtype then specifies the type. This is why it follows the Itemscope immediately. Itemprop represents a label for a par/cular amribute of the type of content. Itemref can help pull amribu/on from another HTML sec/on by referencing the CSS ID. <Meta /> can always be u/lized to add addi/onal required Itemprop labels. Think Nes/ng! The same Itemprops can live in different Itemtypes. For example, the logo Itemprop can live within Brand and Organiza/on Itemtypes.
  17. 17. @PersuasiveData Determining Structured Data Types You can start with the recommenda/ons of the Structured Data Markup Helper and then move into the full list of data types at hmp://schema.org/docs/documents.html. IMPORTANT: YOU CAN DEFINE NEW DATA WITH THE EXTENSION MECHANISM! These are of great value for each and every B2B and B2C business: Organiza/on Informa/on Brand Iden/ty Logos Web Page Elements Blog Posts Videos Case Studies Whitepapers Original Reviews sameAs
  18. 18. @PersuasiveData And Don’t Forget Your Emails! Adding Structured Data to your emails helps your email client create an interac/ve email experience, based on your immediate needs. Is this a peak into Web 4.0, a Behavioral Web?
  19. 19. @PersuasiveData An Integra/on Workflow HOW TO GET STRUCTURED DATA INTEGRATED
  20. 20. @PersuasiveData A Structured Data Integra/on Workflow — gets you started with — < Manually Structuring Your Data /> The Structured Data Markup helper will help you master the art of marking up your content. The Helper is limited by available ‘Types’ and ‘Labels’ — use it as a star3ng point! You can use the schema.org vocabulary along with the Microdata, RDFa, or JSON-­‐LD formats to add informa/on to your HTML content. h(p://schema.org/docs/gs.html Start by choosing the Itemtype. Then add the URL or use your HTML.
  21. 21. @PersuasiveData Se]ng the Labels for your Content Select Content Choose Appropriate Label Informa/on Gets Added Here Click Here When Done If you don’t have all the informa;on you need to markup an Itemtype, scroll “My Data Items” down to “Add missing tags”…
  22. 22. @PersuasiveData Preview Your Code & Download the HTML
  23. 23. @PersuasiveData Add the Markup to Your Page & Test You can test with a URL, on a staging server or a live version. You may also paste in your HTML by switching to HTML view.
  24. 24. @PersuasiveData Passing the Test… * Red error messages will display when something is incorrect.
  25. 25. @PersuasiveData NexTraq’s Need for Page 1 Rankings — “Fleet Tracking”
  26. 26. @PersuasiveData Leveraging Case Studies on Fleet Tracking Page ! Added Fleet Tracking case study to the page. ! Created jQuery-­‐based show/hide func/on that contains on-­‐page version of the Case Study for immediate access. ! Created an image thumbnail for the case study. ! Added Structured Data to each of these new page elements.
  27. 27. @PersuasiveData We Leveraged Videos Too! ! Added Fleet Tracking video to the page. ! Created the same accordion func/on to allow access to the transcript. ! Created an image thumbnail for the video. ! Added Structured Data to each of these new page elements.
  28. 28. @PersuasiveData NexTraq Code Integra/on Sample ! We updated the content and assets to maximize accessibility and markup. ! We authored the Structured Data and then delivered it in the format of a Word Document, with all added code highlighted yellow. ! Developers then added the code to templates that drive site content, as well as manually added it to various editable content areas. ! Once the Structured Data was manually added to the pages, we then tested the live versions, while monitoring Webmaster Tools for any error reports. ! We submimed a re-­‐index request via Webmaster Tools.
  29. 29. @PersuasiveData Structured Data Results & Tips WE ADDED IT. HERE ARE THE RESULTS.
  30. 30. @PersuasiveData Integra/on Timeline & 20 “Fleet Tracking” Keyword Rankings Google Rankings between July 2013 and July 2014 July 2013 October 2013 November 2013 January 2014 Panda 4 May 2014 July 2014 Content restructured for user experience and to leverage structured data. Structured Data added to solu/ons pages and other content areas. Fleet Tracking Solu/ons page jumped to page 1 SERPs with the Home page. We survived the Panda 4 Update! Results are in the Rankings
  31. 31. @PersuasiveData Incognito Observa/ons ! No/ceable rankings increases for all “fleet tracking” terms within weeks of Structured Data integra/on. ! When Panda 4 hit, two different pages began ranking on page one. ! The solu/ons page moved ahead of the home page. This does change but has been premy consistent since mid-­‐ May. ! The higher ranking compe/tors see the same two page ranking scenario, however we were first—and none were using schema.org Structured Data either at the /me this presenta/on was created.
  32. 32. @PersuasiveData Structured Data Integra/on Tips The following are some pointers that we’ve learned through our process. ! Determine what content on your site can be marked up properly, while paying amen/on to the necessary labels required for complete markup in a data type. ! Nest your content types within related HTML sec/ons. Think nes/ng dolls… ! Do not apply any CSS styles to your <span> elements. Reserve <span> tags so they can be used to wrap content that needs the Structured Data markup. ! If you need to use <meta /> to inject Structured Data, make sure it lives in the right HTML sec/on that you defined with Itemscope. ! Don’t be afraid to use new naming conven/ons for new or unamributed data types. ! Choose your integra/on method, and s/ck with it! ! Ater you add and test your structured data, submit your site for re-­‐indexing via Google and Bing Webmaster Tools. Don’t just fetch, make sure you click “Submit to Index” and have it re-­‐index all directly linked URLs.
  33. 33. @PersuasiveData Thank You! Any Ques/ons? @PersuasiveData | bigdrum.io/structured-­‐data-­‐primer

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