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Microdata	 for	 SEO    Dave	 Ross	 •	 @csixty4    WordCamp	 Boston	 2012
Assumptions
Pagerank	 1998
Panda	 Filter	 2011
Panda	 Filter	 2011•Content	 quality
Panda	 Filter	 2011•Content	 quality•Seeded	 by	 people
Panda	 Filter	 2011•Content	 quality•Seeded	 by	 people	 •Determined	 by	 AI
Panda	 Update	 2011
Panda	 Update	 2011•Panda	 filter
Panda	 Update	 2011•Panda	 filter•How	 many	 ads?
Panda	 Update	 2011•Panda	 filter•How	 many	 ads?•Scraper	 detection
Panda	 Update	 2011•Panda	 filter•How	 many	 ads?•Scraper	 detection•Page	 layout
Penguin	 2012Went	 after	 black-hat	 SEO
Penguin	 2012Went	 after	 black-hat	 SEO  •Keyword	 stuffing
Penguin	 2012Went	 after	 black-hat	 SEO  •Keyword	 stuffing  •Cloaking
Penguin	 2012Went	 after	 black-hat	 SEO  •Keyword	 stuffing  •Cloaking  •Link	 schemes
Penguin	 2012Went	 after	 black-hat	 SEO  •Keyword	 stuffing  •Cloaking  •Link	 schemes  •Duplicate	 content
Post-Penguin	 SEO   Give	 search	 engines	 info.   They	 make	 the	 decisions.
Rich	 Snippets
•rel=”author”,	 rel=”publisher”•HTML5	 semantic	 elements•schema.org	 microdata
“Things”
Comment                  MapCheckoutPage   “Things”                Review        Blog
Book                      Comment                     Map                            MedicalConditionCheckoutPage   “Thing...
MedicalClinic     Comment   Book         PawnShop              DryCleaningOrLaundryHighSchool              Map    AnimalSh...
“Things”schema.org/docs/full.html
HTML5www.whatwg.org/specs/web-apps/current-work/multipage/                   microdata.html
itemscope	 +	 itemtype<div itemscope itemtype=”http://       schema.org/Movie”> Use	 on	 any	 tag	 that	 can	 have	 children
itemprop<h1 itemprop=”name”>Total Recall</h1>
itemprop<h2>Actors</h2><ul>     <li itemprop=”actor”…</li></ul>
itemprop<li itemprop=”actor” itemscope itemtype=”http://schema.org/Person”>  <h3 itemprop=”name”>Arnold Schwarzenegger</h3...
Use	 Meta
Use	 Meta•Anywhere	 in	 the	 page	 (thanks	   HTML5!)
Use	 Meta•Anywhere	 in	 the	 page	 (thanks	   HTML5!)•To	 make	 data	 invisible	 to	 the	 user
Use	 Meta•Anywhere	 in	 the	 page	 (thanks	   HTML5!)•To	 make	 data	 invisible	 to	 the	 user•For	 machine	 readable	 alt...
Use	 Meta<li itemprop=”actor” itemscope itemtype=”http://schema.org/Person” >  <h3 itemprop=”name”...</h3>  <meta itemprop...
Use	 Meta<meta itemprop=”datePublished” content=”1990-06-01” /><span>June 1st, 1990</span>
Validation•Google	 Rich	 Snippets	   Tool•Bing	 Markup	 Validator
Integration	 with	    WordPress
Integration	 with	         WordPress•Mark	 up	 navigation	 (SiteNavigationElement)
Integration	 with	         WordPress•Mark	 up	 navigation	 (SiteNavigationElement)•Mark	 up	 blog	 posts	 in	 your	 Loop	 ...
Integration	 with	         WordPress•Mark	 up	 navigation	 (SiteNavigationElement)•Mark	 up	 blog	 posts	 in	 your	 Loop	 ...
Integration	 with	         WordPress•Mark	 up	 navigation	 (SiteNavigationElement)•Mark	 up	 blog	 posts	 in	 your	 Loop	 ...
The	 Experiment
blog.straightnorth.com
No	 change	 on	     Google
Bing
Bing•Targeted	 48	 keywords
Bing•Targeted	 48	 keywords•Fifteen	 increased	 in	 rank	 (1	 decreased)
Bing•Targeted	 48	 keywords•Fifteen	 increased	 in	 rank	 (1	 decreased)•13	 unranked	 keywords	 indexed
SEO’s	 not	 dead.But	 it’s	 changing.
slideshare.net/csixty4
Microdata for SEO
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Microdata for SEO

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Presentation from WordCamp Boston 2012 on the use of Schema.org microdata to communicate data about your content to search engines rather than relying on their ability to infer it themselves. This is the future of SEO, and you can start using it today.

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Microdata for SEO

  1. 1. Microdata for SEO Dave Ross • @csixty4 WordCamp Boston 2012
  2. 2. Assumptions
  3. 3. Pagerank 1998
  4. 4. Panda Filter 2011
  5. 5. Panda Filter 2011•Content quality
  6. 6. Panda Filter 2011•Content quality•Seeded by people
  7. 7. Panda Filter 2011•Content quality•Seeded by people •Determined by AI
  8. 8. Panda Update 2011
  9. 9. Panda Update 2011•Panda filter
  10. 10. Panda Update 2011•Panda filter•How many ads?
  11. 11. Panda Update 2011•Panda filter•How many ads?•Scraper detection
  12. 12. Panda Update 2011•Panda filter•How many ads?•Scraper detection•Page layout
  13. 13. Penguin 2012Went after black-hat SEO
  14. 14. Penguin 2012Went after black-hat SEO •Keyword stuffing
  15. 15. Penguin 2012Went after black-hat SEO •Keyword stuffing •Cloaking
  16. 16. Penguin 2012Went after black-hat SEO •Keyword stuffing •Cloaking •Link schemes
  17. 17. Penguin 2012Went after black-hat SEO •Keyword stuffing •Cloaking •Link schemes •Duplicate content
  18. 18. Post-Penguin SEO Give search engines info. They make the decisions.
  19. 19. Rich Snippets
  20. 20. •rel=”author”, rel=”publisher”•HTML5 semantic elements•schema.org microdata
  21. 21. “Things”
  22. 22. Comment MapCheckoutPage “Things” Review Blog
  23. 23. Book Comment Map MedicalConditionCheckoutPage “Things” Person Recipe Review Blog TVEpisode
  24. 24. MedicalClinic Comment Book PawnShop DryCleaningOrLaundryHighSchool Map AnimalShelter MedicalConditionCheckoutPage “Things” PlaceOfWorship Zoo Person Recipe ExercisePlanHostel Review Blog TVEpisode GatedResidenceCommunity MotorcycleDealer
  25. 25. “Things”schema.org/docs/full.html
  26. 26. HTML5www.whatwg.org/specs/web-apps/current-work/multipage/ microdata.html
  27. 27. itemscope + itemtype<div itemscope itemtype=”http:// schema.org/Movie”> Use on any tag that can have children
  28. 28. itemprop<h1 itemprop=”name”>Total Recall</h1>
  29. 29. itemprop<h2>Actors</h2><ul> <li itemprop=”actor”…</li></ul>
  30. 30. itemprop<li itemprop=”actor” itemscope itemtype=”http://schema.org/Person”> <h3 itemprop=”name”>Arnold Schwarzenegger</h3></li>
  31. 31. Use Meta
  32. 32. Use Meta•Anywhere in the page (thanks HTML5!)
  33. 33. Use Meta•Anywhere in the page (thanks HTML5!)•To make data invisible to the user
  34. 34. Use Meta•Anywhere in the page (thanks HTML5!)•To make data invisible to the user•For machine readable alternative values
  35. 35. Use Meta<li itemprop=”actor” itemscope itemtype=”http://schema.org/Person” > <h3 itemprop=”name”...</h3> <meta itemprop=”jobTitle” content=”Former Governor” /></li>
  36. 36. Use Meta<meta itemprop=”datePublished” content=”1990-06-01” /><span>June 1st, 1990</span>
  37. 37. Validation•Google Rich Snippets Tool•Bing Markup Validator
  38. 38. Integration with WordPress
  39. 39. Integration with WordPress•Mark up navigation (SiteNavigationElement)
  40. 40. Integration with WordPress•Mark up navigation (SiteNavigationElement)•Mark up blog posts in your Loop (Blog)
  41. 41. Integration with WordPress•Mark up navigation (SiteNavigationElement)•Mark up blog posts in your Loop (Blog)•Custom post type templates
  42. 42. Integration with WordPress•Mark up navigation (SiteNavigationElement)•Mark up blog posts in your Loop (Blog)•Custom post type templates•Custom templates for contact & about pages
  43. 43. The Experiment
  44. 44. blog.straightnorth.com
  45. 45. No change on Google
  46. 46. Bing
  47. 47. Bing•Targeted 48 keywords
  48. 48. Bing•Targeted 48 keywords•Fifteen increased in rank (1 decreased)
  49. 49. Bing•Targeted 48 keywords•Fifteen increased in rank (1 decreased)•13 unranked keywords indexed
  50. 50. SEO’s not dead.But it’s changing.
  51. 51. slideshare.net/csixty4

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