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What's New With Structured Markup

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Overview of Structured Data, how Google uses it, how the industry uses it, how to use it on your site and what's coming in the near future. A complete primer on how structured data should fit into your overall business strategy.

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What's New With Structured Markup

  1. 1. #SMX #22A1 @stonetemple 2017 Update by Eric Enge What’s New With Structured Markup?
  2. 2. #SMX #22A1 @stonetemple ERIC ENGE, CEO STONE TEMPLE CONSULTING 2016 Landy’s Search Marketer of the Year 2016 US Search Awards Search Personality of the Year Eric’s Studies Have Been Covered In:
  3. 3. #SMX #22A1 @stonetemple What is Structured Data?
  4. 4. #SMX #22A1 @stonetemple Definition of Structured Data Structured data refers to any data that resides in a fixed field within a record or file. This includes data contained in relational databases and spreadsheets Source: Webopedia
  5. 5. #SMX #22A1 @stonetemple What is Schema.org? Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. Source: Schema.org
  6. 6. #SMX #22A1 @stonetemple “If Google were to implement major search functions solely based on people implementing Schema correctly, it would be a very empty search engine”
  7. 7. #SMX #22A1 @stonetemple Example for King Castle Hotel - Text
  8. 8. #SMX #22A1 @stonetemple Example for King Castle Hotel – No Schema
  9. 9. #SMX #22A1 @stonetemple Example for King Castle Hotel – With Schema
  10. 10. #SMX #22A1 @stonetemple But, There is a Difference in the Code
  11. 11. #SMX #22A1 @stonetemple And, Also in the SERP
  12. 12. #SMX #22A1 @stonetemple Google’s John Mueller "One thing that you can do to test …. whether or not your site is high quality or not is to do a site: query to look at the pages that were indexed, and if the site query shows rich snippets in the search results, but the normal searches don't show it then usually that's a sign that from a quality point of view we don't quite trust your site perfectly yet.“ https://www.youtube.com/watch?v=EaSyuH2D7Mw&t=6m20s&t=6m2 0s
  13. 13. #SMX #22A1 @stonetemple Rich Cards
  14. 14. #SMX #22A1 @stonetemple
  15. 15. #SMX #22A1 @stonetemple Rich cards are a new Search result format building on the success of rich snippets. Just like rich snippets, rich cards use schema.org structured markup to display content in an even more engaging and visual format, with a focus on providing a better mobile user experience. https://webmasters.googleblog.com/2016/05/introducing-rich-cards.html
  16. 16. #SMX #22A1 @stonetemple Rich Cards Announced in May 2016
  17. 17. #SMX #22A1 @stonetemple Still Available Only in the US Expanded in November 2016
  18. 18. #SMX #22A1 @stonetemple Social Media Structured Data
  19. 19. #SMX #22A1 @stonetemple The Open Graph Protocol “The Open Graph protocol enables any web page to become a rich object in a social graph. For instance, this is used on Facebook to allow any web page to have the same functionality as any other object on Facebook” Source: ogp.me
  20. 20. #SMX #22A1 @stonetemple og:title - The title of your object as it should appear within the graph, e.g., "The Rock”. og:type - The type of your object, e.g., "video.movie". Depending on the type you specify, other properties may also be required. og:image - An image URL which should represent your object within the graph. og:url - The canonical URL of your object that will be used as its permanent ID in the graph, e.g., "http://www.imdb.com/title/tt0117500/". Required on Every Page
  21. 21. #SMX #22A1 @stonetemple OG:Image OG:Title OG:Description
  22. 22. #SMX #22A1 @stonetemple With No OG Tags • Image defaults to the post featured image (but if no featured image was set in Wordpress, could be any random image from the post). • Title is the post title • Description is just the first few lines (truncated) of the post.
  23. 23. #SMX #22A1 @stonetemple Facebook Instant Articles
  24. 24. #SMX #22A1 @stonetemple Corresponding Web Page Must Have: • OG: Title • OG: Description • OG: Image This Lightning Bolt Indicates an FIA
  25. 25. #SMX #22A1 @stonetemple Apple News
  26. 26. #SMX #22A1 @stonetemple OpenGraph Tags Schema
  27. 27. #SMX #22A1 @stonetemple Structured Data and AMP
  28. 28. #SMX #22A1 @stonetemple Google’s Accelerated Mobile Pages (AMP) Supports: • Schema.org • JSON-LD • Microdata • Open Graph • Twitter Card
  29. 29. #SMX #22A1 @stonetemple Topic Specific Site Specific Requires: • Article, NewsArticle, BlogPosting, or VideoObject type • image and logo information If no structured data, your page will only show as a blue link AMP News Carousels
  30. 30. #SMX #22A1 @stonetemple • Support Added: Nov 21, 2016 • Requires: • Restaurant list pages in AMP HTML with ItemList markup • Individual restaurant pages with Restaurant markup Host-Specific Lists For Restaurants
  31. 31. #SMX #22A1 @stonetemple Latest Updates on Structured Data bit.ly/sdataevents Source: Aaron Bradley
  32. 32. #SMX #22A1 @stonetemple GTIN
  33. 33. #SMX #22A1 @stonetemple Global Trade Item Numbers (GTIN)
  34. 34. #SMX #22A1 @stonetemple • Global Trade Item Number (GTIN) is an identifier for trade items • Used to look up product information in a database • Allows matching of a product in one database with the same product in another database Schema.org Extension Specific to e-commerce Adds “many more detailed properties” What is GTIN?
  35. 35. #SMX #22A1 @stonetemple May 2016: GTIN Required for all Google Shopping Products
  36. 36. #SMX #22A1 @stonetemple GTIN Recommended to Show Product Info in an Image Search
  37. 37. #SMX #22A1 @stonetemple Structured Data Testing Tool
  38. 38. #SMX #22A1 @stonetemple
  39. 39. #SMX #22A1 @stonetemple
  40. 40. #SMX #22A1 @stonetemple JSON-LD
  41. 41. #SMX #22A1 @stonetemple “JavaScript Object Notation… is an open-standard file format that uses human-readable text to transmit data objects consisting of attribute–value pairs and array data types ” (Wikipedia) JSON-LD (Linked Data) uses JSON in a specific context to enable Linked Data, and is used by schema.org as a way to encode Structured Data. JSON and JSON-LD {“menu”: { “id”: “file”, “value”: “File”, “popup”: { “menuitem”: [ {“value”: “New”, “onclick”: “CreateNewDoc()”}, {“value”: “Open”, “onclick”: “OpenDoc()”}, {“value”: “Close”, “onclick”: “CloseDoc()”}, ] } }} <script type=“application/ld+json”> { “@context”: “http://schema.org”, “@type”: “PostalAddress”, “addressCountry”: “United States”, “addressLocality”: “Mountain View”, “addressRegion”: “CA”, “name”: “Google Inc.”, “postOfficeBoxNumber”: “1234”, “postalCode”: “94043” } </script> Sample JSON Sample JSON-LD, Including Script Tag
  42. 42. #SMX #22A1 @stonetemple Structured Data encoded in JSON-LD is placed in a SCRIPT block in the document HEAD. • Separates the content from the document BODY. JSON-LD Structured Data is not dependent on the HTML to be properly nested. Improper nesting of Structured Data is a common mistake Machines can read Structured Data content without parsing the entire document. How is JSON-LD used for Structured Data?
  43. 43. #SMX #22A1 @stonetemple • Microdata can be added to a document by placing attributes in the pertinent HTML tags • Familiarity with HTML is sufficient to implement Microdata • JSON-LD requires some amount of understanding of JavaScript or at least JSON More complex from a coding standpoint • Structured Data content exists both in the BODY HTML and in the HEAD HTML • Microdata turns the content in the BODY HTML into Structured Data For most sites, JSON-LD requires duplicating data What are the downsides of JSON-LD?
  44. 44. #SMX #22A1 @stonetemple Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge Thank You! Stone Temple Consulting sales@stonetemple.com @stc_corp (508) 879-0995

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