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Search Rediscovered: Adapting to the New World of Structured Data and Schema

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Search Rediscovered
Adapting to the New World of
Structured Data and Schema

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Schema Can Be
Information Overload

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Don’t Let It!

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Search Rediscovered: Adapting to the New World of Structured Data and Schema

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In 2019 we don’t just compete with our peers in search. The knowledge Graph has arrived, and it is dominated by schema and structured data. Google is now a portal for search and our direct competition online.

Google has slowly migrated away from traditional search and pushed further into a world that is controlled by artificial intelligence and structured data. Few marketers have acknowledged this shift and adapted to Google’s usage of advanced SEO techniques.

While many marketers are starting to think about popular topics such as AI and voice search, they are missing the underlying code base that will help prepare them for the new world of digital marketing and search.

The search results page is evolving, and it is shifting even faster for certain types of queries. Will you be prepared?

Learning Objectives:

Learn the basic elements of schema and how Google uses structured data to better understand your website and how it relates to a user’s search queries.

Learn the action steps necessary to prepare your organization for schema identification, implementation, and validation.

In 2019 we don’t just compete with our peers in search. The knowledge Graph has arrived, and it is dominated by schema and structured data. Google is now a portal for search and our direct competition online.

Google has slowly migrated away from traditional search and pushed further into a world that is controlled by artificial intelligence and structured data. Few marketers have acknowledged this shift and adapted to Google’s usage of advanced SEO techniques.

While many marketers are starting to think about popular topics such as AI and voice search, they are missing the underlying code base that will help prepare them for the new world of digital marketing and search.

The search results page is evolving, and it is shifting even faster for certain types of queries. Will you be prepared?

Learning Objectives:

Learn the basic elements of schema and how Google uses structured data to better understand your website and how it relates to a user’s search queries.

Learn the action steps necessary to prepare your organization for schema identification, implementation, and validation.

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Search Rediscovered: Adapting to the New World of Structured Data and Schema

  1. 1. Search Rediscovered Adapting to the New World of Structured Data and Schema
  2. 2. Schema Can Be Information Overload
  3. 3. Don’t Let It!
  4. 4. Be Like Megan • Content marketer at heart • New to advanced SEO techniques • Does not know how to code • Makes a mean pumpkin bread • Teaches yoga classes at night • Implements Schema like a boss Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  5. 5. Walk into my library…
  6. 6. Schema Removes Chaos
  7. 7. Structured vs. Unstructured Content • Google has reviewed over 130 trillion web pages. Let’s look at that with actual zeros and ones – over 130,000,000,000,000 web pages. • That is a lot of content to crawl, digest, index, and rank for the search engine results pages. • When a search engine crawler goes to a traditional web page it will find unstructured content, images, and links. • In many cases, this is just standard HTML, PHP, and CSS code that is used for displaying content. • This regular HTML code creates visible content, but it is completely unstructured. • When real structure is applied to content, a search engine crawler doesn’t just see text and code. The search engine now discovers data sets, entities, types, properties, values, and actions. • The search engine sees a colorful world full of details that help it digest this content, relate it to the real world, and position in search to perfectly match up to a human’s search queries. Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  8. 8. Schema 101 Schema.org Collaborative community that provides a collection of shared vocabularies. Vocabulary Vocabularies cover entities and relationships between entities and actions. Structured Data Standardized format for providing information about a web page. Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  9. 9. Core Schema Vocabulary 614 Types 905 Properties 114 Values Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  10. 10. In Google’s Own Words Google Search works hard to understand the content of a page. You can help us by providing explicit clues about the meaning of a page to Google by including structured data on the page. Structured data is a standardized format for providing information about a page and classifying the page content. Google uses structured data that it finds on the web to understand the content of the page, as well as to gather information about the web and the world in general. Google Search also uses structured data to enable special search result features and enhancements. “ Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  11. 11. Google’s Promotes These Options • Articles • Books • Breadcrumbs • Corporate contacts • Courses • Datasets • Events • Fact checks • FAQs • How-tos • Job postings • Livestreams • Local businesses • Logos • Media • Music • Occupation • Podcasts • Products • Q&A pages • Recipes • Reviews • Sitelinks searchbox • Software app • Subscription and paywall content • Top places list • Video • Voice search (speakable text) Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  12. 12. In Bing’s Own Words As a content publisher, you can contribute to – and stand out – by annotating your structured content. Annotating your data doesn’t actually change the visible content, but it does gives Bing valuable information on the type of content you’re hosting on your site. On our side, we put your annotations to good use, for example by using them to increase the visual appeal of your search results, or to supplement and validate our data sources. “ Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  13. 13. Bing Promotes These Options •Breadcrumbs •Organizations •Events •People •Products •Offers •Recipes •Reviews •Fact checking Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  14. 14. Extensions for Schema auto.schema.org bib.schema.org Health-lifesci.schema.orgiot.schema.org Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  15. 15. Examples of Healthcare & Lifesciences Types •Medical Condition •Drug •Medical Guideline •Medical Web Page •Medical Scholarly Article Entities •Signs and Symptoms •Causes •Risk Factors •Tests •Studies & Trials Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  16. 16. Options for Implementing Schema JSON-LD JavaScript notation embedded in a <script> tag in the page head or body. Microdata An open-community HTML specification used to nest structured data within HTML. RDFa An HTML5 extension that supports linked data by introducing HTML tag attributes. Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  17. 17. Without Structured Data Google Bot: Text. Images. Links. Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  18. 18. With Structured Data Google Bot: I totally understand this content. I know exactly who needs it. And I’ll give it enhanced results. Place > Hotel Room Place > LocalBusiness > FoodEstablishment > BarOrPub Event > TheaterEvent Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  19. 19. Structured Data = Beauty Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  20. 20. A Lodging Business Essentially the place that houses the actual units of the establishment (e.g. hotel rooms). The lodging business can encompass multiple buildings or a simple place. An accommodation These are the actual objects (hotel rooms) that are offered for rental. An offer To let a hotel room (or other forms of accommodations) for a particular amount of money and for a given type of usage (e.g. occupancy), typically further constrained by advance booking requirements and other terms and conditions. Moving Hotel Data from Chaos to Order Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  21. 21. Microdata RDFa JSON-LD Moving Hotel Data from Chaos to Order Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  22. 22. Structured Data is About Relationships Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  23. 23. Starting to Feel Stressed?
  24. 24. Don’t Be!
  25. 25. Manually Created and Apply Schema https://technicalseo.com/tools/schema-markup-generator/ https://wordpress.org/plugins/header-and-footer-scripts/ Plugin Driven Schema https://yoast.com/wordpress/plugins/seo/ and https://yoast.com/wordpress/plugins/local-seo/ https://wordpress.org/plugins/seamless-schema/ https://schema.press/ https://wordpress.org/plugins/wp-structuring-markup/ https://wordpress.org/plugins/schema/ https://wordpress.org/plugins/all-in-one-schemaorg-rich-snippets/ https://wordpress.org/plugins/schema-app-structured-data-for-schemaorg/ Some Tools & WordPress Plugins Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  26. 26. • One WordPress plugin will not manage all schema. • You have to know what schema you need before you can search and load a WordPress plugin. • Examples of schema specific plugins are: local businesses, recipes, products for sale, reviews, podcasts, videos, or authors. • Plugins will most likely require configuration and data population by you to work properly. But Don’t Rely Just on Plugins Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  27. 27. Always Validate Data with Google 1. Review data in the new GSC in Overview -> Enhancements 2. Look at specific error messages to understand what is wrong 3. Review website and fix 4. Retest live site with Google’s Structured Data Testing Tool 5. Validate fix via GSC with URL Inspection Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  28. 28. Let me share a secret with you…
  29. 29. Be Like Megan • Content marketer at heart • New to advanced SEO techniques • Does not know how to code • Makes a mean pumpkin bread • Teaches yoga classes at night • Implements Schema like a boss • Manually creates and implements her own structured data Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  30. 30. Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  31. 31. Megan’s Structured Data Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  32. 32. I whipped this up over the weekend…
  33. 33. Google Structured Data Testing Tool Genesis Header Footer Scripts Google Developer Docs Merkle Markup Generator
  34. 34. My Structured Data Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  35. 35. Let’s Try Schema for a Local Business
  36. 36. Easy Peasy!
  37. 37. General Information http://schema.org/docs/documents.html https://developers.google.com/search/docs/guides/intro-structured-data https://developers.google.com/search/reference/overview https://www.bing.com/webmaster/help/marking-up-your-site-with-structured-data-3a93e731 Generators https://technicalseo.com/tools/schema-markup-generator/ https://www.google.com/webmasters/markup-helper/ https://hallanalysis.com/json-ld-generator/ Testing Tools https://search.google.com/structured-data/testing-tool https://www.google.com/webmasters/tools/rich-cards Additional Resources Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill
  38. 38. Any Questions?
  39. 39. Rebecca Gill Digital marketing executive with 15 years of practical SEO experience. Also an alpaca farmer, but that’s a presentation for a different day. • RebeccaGill.com • Web-Savvy-Marketing.com • SEObits.fm • diySEOcourses.com Copyright © 2019 Web Savvy Marketing ● Twitter @RebeccaGill

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