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Alexis Sanders
Merkle Inc
Advanced and Practical Structured Data
@AlexisKSanders
#brightonSEO
<script type="application/ld-json">
{
"@context": "http://schema.org",
"@type": “Product",
"name": "Super Product!"
"offers": {
"@type": "Offers",
"priceCurrency": "USD",
"price": "12.99",
}
}
</script>
Find 5 errors in this
JSON-LD.
Agenda
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Person",
"name": "Alexis Sanders",
"jobTitle": "Technical SEO Manager",
"sameAs": "https://twitter.com/AlexisKSanders",
"worksFor": {
"@type": "Organization",
"name": "Merkle",
"url": "https://www.merkleinc.com"
},
"url": "https://technicalseo.expert"
}
</script>
4
Merkle SEO team works across a vast array of clients
@AlexisKSanders#brightonSEO
5
I’m Sophia’s #ProudAunt too.
"relatedTo": {
"@type": "Person",
"name": "Sophia"
}
@AlexisKSandersHelping test Google’s “Bayesian Optimization for a Better Dessert” -> https://research.google.com/pubs/pub46507.html
#brightonSEO
<script type="application/ld-json">
{
"@context": "http://schema.org",
"@type": “Product",
"name": "Super Product!"
"offers": {
"@type": "Offers",
"priceCurrency": "USD",
"price": "12.99",
}
}
</script>
Answers
 Should be +
 Straight quote
 Comma after property
 Offer
 No comma for last property
Moral of Story:
It’s easy to make small errors,
always validate!
Agenda
• Overview
• Why we <3 it
• Practical
• Advanced
• Implementing A-Z
(hopefully not zzz)
• Common pitfalls
Agenda
Structured data
n. Information with a high
degree of organization.
10
Conceptual visualization of structured data for web
Structured DataUnstructured Data
< >
Markup types
JSON-LD
Microdata
Microformats
RDFa
(e.g., text)
@AlexisKSanders#brightonSEO
Schema.org is a vocabulary (of
many), but really is more
comparable to a dictionary.
12
http://schema.org/Product
Definition
(Item) type
Each type (thing you markup) has a definition
#brightonSEO @AlexisKSanders
13
0
1
2
3
4
5
6
7
8
Story of web structured data: less ended up being more.DomainUsage(Millions)
201720162003 2004 2008 2010/1 2012 2013 2014 20151997 2000
< >
http://webdatacommons.org/structureddata; https://www.slideshare.net/rvguha/sem-tech2014c
*
@AlexisKSanders
14
Mircodata*
<div itemscope itemtype="http://schema.org/Event">
<span itemprop="name">BrightonSEO</span>
<meta itemprop="url"
content="https://www.brightonseo.com/" />
<meta itemprop="startDate" content="2018-04-26T7:00" />
<meta itemprop="endDate" content="2018-04-27T16:15" />
</div>
< >
@AlexisKSanders*Note: Missing required properties, for illustrative purposes only
#brightonSEO
15
JSON-LD*
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Event",
"name": "BrightonSEO",
"url": "https://www.brightonseo.com/",
"startDate": "2018-04-26T7:00",
"endDate": "2018-04-27T16:15"
}
</script>
*Note: Missing required properties, for illustrative purposes only @AlexisKSanders
16
MICRODATA < >
Implementation
What is it? HTML JavaScript
Easier to copy
and paste on
page
Can be easier
for templated
pages
Support
JSON-LD
Microdata versus JSON-LD
*
*Rich results for products not consistently populating, yet (Aaron Bradley started a Community Tracker: https://goo.gl/kKZk2c)
#brightonSEO @AlexisKSanders
Nesting
n. organizing information in
layers; adding objects in
objects.
18
Product
name :
offers :
price :
priceCurrency :
@type : Offer
reviewCount :
aggregateRating :
@type : AggregateRating
ratingValue :
Match Nest Me!
Rated 4.5 out of 5
$7.29 (USD)
75 reviews
Super Shine Apricot Shampoo
brand :
name :
@type : Thing
JĀSÖN
#brightonSEO @AlexisKSanders
19
Product
name :
offers :
price :
priceCurrency :
@type : Offer
reviewCount :
aggregateRating :
@type : AggregateRating
ratingValue :
Rated 4.5 out of 5
$7.29 (USD)
75 reviews
Super Shine Apricot Shampoo
brand :
name :
@type : Thing
JĀSÖN
Super Shine Apricot Shampoo
4.5
75
7.29
USD
JĀSÖN
Match Nest Me!
#brightonSEO @AlexisKSanders
20
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Product",
name :
offers :
price :
priceCurrency :
@type : Offer
reviewCount :
aggregateRating :
@type : AggregateRating
ratingValue :
Rated 4.5 out of 5
$7.29 (USD)
75 reviews
Super Shine Apricot Shampoo
brand :
name :
@type : Thing
JĀSÖN
Super Shine Apricot Shampoo
4.5
75
7.29
USD
JĀSÖN
}
</script>
" "
" "
" "
" "
" "
" "
" "
" "
" "
" "
" "
" " " "
" "
" "
" "
" "
" "
" "
" "
" "
,
,
,
,
,
,
}
}
}
{
{
{
,
,
Match Nest Me!
#brightonSEO @AlexisKSanders
Benefits:Why <3
Structured Data
22
Product
AggregateRating
Offer
1. Enhanced SERP Results
Note: Schema.org doesn’t necessarily need to be present for rich results to appear.
#brightonSEO @AlexisKSanders
23
MusicEvent
Note: Schema.org doesn’t necessarily need to be present for rich results to appear.
1. Enhanced SERP Results
#brightonSEO @AlexisKSanders
24
Google’s featured snippets with rich results
https://developers.google.com/search/docs/guides/
*Opt-in, must express interest
Article
BlogPosting
Book*
BreadcrumbList
ClaimReview*
Course
Dataset*
Event
ImageObject
ItemList
JobPosting
LocalBusiness*
Movie
(WatchAction*)
MusicAlbum*
MusicArtist*
MusicGroup*
NewsArticle
Occupation
Organization
(ContactPoint, logo,
sameAs)
Person (sameAs)
Product (Offer)
Rating
AggregateRating
Recipe
Review*
SoftwareAppplication*
TVEpisode
(WatchAction*)
TVSeason (WatchAction*)
TVSeries (WatchAction*)
VideoObject
WebPageElement
(isAccessibleForFree for
Paywall Content)
WebSite (SearchAction)
https://developers.google.com/search/docs/guides/ @AlexisKSanders
25
2. CTR for rich results = higher than without (in most cases)
#brightonSEO @AlexisKSanders
26
3. Offers potential to improve confidence in relevance
“Known for” =
representative term
(e.g., [server], [host],
[dinner] in article
about restaurant)
Google Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
Example of AssociatingTerms with Business Listing
#brightonSEO @AlexisKSanders
“I want to live in a world
where schema is not that
important, but currently, we
need it…
https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706
@methode
Gary Illyes
Google
…If a team at Google
recommends it, you probably
should make use of it, as
schema helps us understand
the content on the page…
https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706
@methode
Gary Illyes
Google
…and it is used in certain
search features (but not in
rankings algorithms).”
https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706
@methode
Gary Illyes
Google
Schema can help us extract
entities better
@JohnMu
John Mueller
Google
Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
Google doesn’t mind if
people markup non-
supported markup (change
in SERP may not be
noticeable) @JohnMu
John Mueller
Google
Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
We don’t use Schema.org as
a quality factor
@JohnMu
John Mueller
Google
Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
33
4. Product Merchant Center Feed updates (2017)
https://support.goog
le.com/merchants/an
swer/6069143
Structured data markup must be present in the
HTML returned from the web server (i.e., no
JavaScript generated tags)
Benefits:
• Automatic item updates
• Google Sheets Merchant Center
add-on
#brightonSEO @AlexisKSanders
34
5. Future: Support Voice (hypothesis)
Google Mini pulls web answers from
featured snippets. Featured snippets
appear when Google has high
confidence in usefulness of response.
Structured data can support confidence
ratings.
@AlexisKSanders
#brightonSEO
35
• Microdata: 76%
• JSON-LD: 25%
• OGP: 68%
• Twitter Summary Cards: 27%
+25K eCommerce URLs populating
with featured snippets:
Twitter SEO Experiments: https://goo.gl/fRzmgf
Important Note: Correlation does not imply causation.
Huge thanks to
@AlexisKSanders
#brightonSEO
36
Top Occurring Microdata for eCom with Snippet
Twitter SEO Experiments: https://goo.gl/fRzmgf
Huge thanks to
OfferCatalog, 18%
ListItem, 14%
AggregateRating, 9%
Product, 8%Review, 8%
Rating, 7%
NewCondition, 6%
Offer, 5%
Thing, 4%
BreadcrumbList, 4%
Other, 17%
Important Note: Correlation does not imply causation.Huge thanks to
#brightonSEO @AlexisKSanders
37
Twitter SEO Experiments: https://goo.gl/fRzmgf
Huge thanks to
ListItem, 25%
Offer, 16%
Product, 15%WebPage, 6%
BreadcrumbList, 5%
Organization, 4%
SiteNavigationElement, 4%
AggregateRating, 3%
WebPageElement, 3%
ImageObject, 3%
Other, 16%
Top Occurring JSON-LD for eCom with Snippet
Important Note: Correlation does not imply causation.Huge thanks to
#brightonSEO @AlexisKSanders
38
6. Future: Support Voice (speculative)
http://pending.schema.org/SpeakableSpecification
http://pending.schema.org/speakable
http://money.cnn.com/2018/02/18/media/black-panther-box-office/index.html
#brightonSEO @AlexisKSanders
Practical schema
for pragmatic, busy people
41
0 200,000 400,000 600,000 800,000 1,000,000
Organization
PostalAddress
Offer
Article
Person
Product
Blog
WPHeader
SiteNavigationElement
WebPage
Popular Schema: Top 10 Microdata by Domain < >
http://webdatacommons.org/structureddata
@AlexisKSandershttp://webdatacommons.org/structureddata
#brightonSEO
42
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
ListItem
WebPage
Event
Place
PostalAddress
LocalBusiness
Person
Organization
SearchAction
WebSite
Popular Schema: Top 10 JSON-LD by Domain
http://webdatacommons.org/structureddata
Sept '14
Oct '14
Jan '15
Jan '15
Sept '14
Dec '15
Dec '15
Dec '15
Aug ‘16
@AlexisKSandershttp://webdatacommons.org/structureddata
#brightonSEO
43
Practical Schema: Most sites
BreadcrumbList
Person
Organization
WebSite
ItemList
Properties
itemListElement
sameAs
logo, contactPoint, sameAs
potentialAction
itemListElement
TypeMarking up
Breadcrumbs
Person
Organization
Sitelink Searchbox
Carousel Lists
https://developers.google.com/search/docs/guides/
#brightonSEO @AlexisKSanders
44
https://technicalseo.com/
seo-tools/schema-
markup-generator
@maxxeight
Max Prin
Merkle
Implementing Practical Schema - Beginner
@AlexisKSanders
#brightonSEO
45
Step 1: Navigate to JSON-LD Schema Markup Generator
https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders
46
Step 2: Select your Item Type from Dropdown Menu
https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders
#brightonSEO
47
Step 3: Fill-in-the-Blank
https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders
#brightonSEO
48
Step 4: Test in Google’s Structured Data Testing Tool
https://technicalseo.com/seo-tools/schema-markup-generator
https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders
#brightonSEO
49
Implementing Practical Schema - Intermediate
https://developers.
google.com/search
/docs/guides/
@AlexisKSanders
#brightonSEO
50
Step 1: Read Guidelines
Rules
Opportunities
@AlexisKSandershttps://developers.google.com/search/docs/guides/
#brightonSEO
51
Step 2: Review Item Properties (especially note “Required”)!
Required
Properties
@AlexisKSandershttps://developers.google.com/search/docs/guides/
#brightonSEO
52
Step 3: Check out Example Markups
Examples
@AlexisKSandershttps://developers.google.com/search/docs/guides/
#brightonSEO
53
Step 4: Reverse-engineer by replacing values
Update
values
@AlexisKSandershttps://developers.google.com/search/docs/guides/
#brightonSEO
Schema
for overachievers
56
Schema.org (for brave souls)
http://schema.org
/docs/full.html
@AlexisKSanders#brightonSEO
57
Stages of Working with Schema.org
::a ton of confused
stares::
::intense
concentration::
::coffee + intense
concentration::
::unlocking the
eternal mysteries
within Schema.org::
http://schema.org/docs/full.html
#brightonSEO @AlexisKSanders
58
Step 1: Select Type from Schema.org’s Full Hierarchy
http://schema.org/docs/full.html
Select “Core plus all
extensions”
@AlexisKSanders
#brightonSEO
59
Item Type Page
http://schema.org/docs/full.html
(Item) type
Hierarchy
Description
Usage
http://schema.org/Aquarium @AlexisKSanders
#brightonSEO
60
Item Properties, Expected Type, and Description
http://schema.org/docs/full.html
http://schema.org/Aquarium @AlexisKSanders
#brightonSEO
61
Organization of Item Properties
http://schema.org/docs/full.html
CivilStructure
Place
Thing
http://schema.org/Aquarium @AlexisKSanders
#brightonSEO
“ExpectedType” tells you
when you’ll need to nest
objects (think: itemscope
itemtype & "@type")
• Number
• Float
• Integer
• Text
• URL
• Time
If it’s a data type, you don’t nest
• Boolean
• False
• True
• Date
• DateTime
D
A
T
A
T
Y
P
E
S
Don’t
nest me!
nest
nest
nest
nest
nest
65
Step 2: List Item Properties, Expected Type, and Values
http://schema.org/docs/full.html
http://schema.org/Aquarium
#brightonSEO @AlexisKSanders
66
Step 3: Add Syntax (JSON-LD)
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Aquarium",
"name": "National Aquarium",
"alternateName": "National Aquarium in Baltimore",
"telephone": "+1-410-576-3800",
"address": {
"@type": "PostalAddress",
"streetAddress": "501 E Pratt St",
"addressLocality": "Baltimore",
"addressRegion": "MD",
"postalCode": "21202",
"addressCountry": "US"
}
}
</script>
Beginning
Type
Properties
Type
Properties
end
*Note: Missing required properties, for illustrative purposes onlyhttp://schema.org/Aquarium
#brightonSEO @AlexisKSanders
67
Step 3: Add Syntax (Microdata)
<div itemscope itemtype="http://schema.org/Aquarium">
<span itemprop="name">National Aquarium</span>
<meta itemprop="name" content="National Aquarium in Baltimore" />
<span itemprop="telephone">+1-410-576-3800</span>
<div itemprop="address" itemscope
itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">501 E Pratt St</span>
<span itemprop="addressLocality">Baltimore</span>
<span itemprop="addressRegion">MD</span>
<span itemprop="postalCode">21202</span>
<span itemprop="addressCountry">US</span>
</div>
</div>
Type
Properties
Type
Properties
end
*Note: Missing required properties, for illustrative purposes only
http://schema.org/Aquarium *Note: Missing required properties, for illustrative purposes only
#brightonSEO @AlexisKSanders
Common Pitfalls
You
70
Pitfall #1: Syntax
• “” are not the same as ""
–Microsoft switches "" to “”
–Use a text editor
• Mind your Commas
• Tip: Pay attention to in SDTT
#brightonSEO @AlexisKSanders
71
Pitfall #2: Vocabulary
Vocabulary
• Pay attention to required/allowed
properties
• Schema.org types and properties are
case sensitive reference
• Tip: Check in the Structured Data Testing
Tool
#brightonSEO @AlexisKSanders
72
Pitfall #3: Policy Violation
• Adding information that is not on the page
• Check Google’s Structured Data Policies:
https://developers.google.com/structured-
data/policies
#brightonSEO @AlexisKSanders
73
Pitfall #4: Nesting Errors
• Make sure to attribute properties to
correct item type
–E.g., using “name” and giving the
location the event name
• Tip: Pay close attention to { } and
itemscope
#brightonSEO @AlexisKSanders
Future
Predictions
Disclaimer:
Disclaimer:
Disclaimer:
I (like Dwight) am not a psychic
Disclaimer:
79
Future Predictions Google Schema.org Support
AboutPage
ApartmentComplex
AudioObject
AutoDealer
Brand
CollectionPage
Comment
ContactPage
Corporation
Hotel
1. Top Schema.org used w/o Google webpage documentation
ImageGallery
MusicPlaylist
MusicRecording
PriceSpecification
RealEstateAgent
Residence
Store
Table
UserComments
ViewAction#brightonSEO @AlexisKSanders
80
Future Predictions Google Schema.org Support
2. Item types that support voice efforts
SpeakableSpecification
HowTo
HowToDirection
HowToSection
HowToStep
HowToTip
HowToDirection
HowToItem
HowToSupply
HowToTool
HowToStep
HowToTip
QAPage
Question
Answer
@AlexisKSanders
#brightonSEO
81
Future Predictions Google Schema.org Support
3. More for publishing and eCommerce (especially actions)
AnalysisNewsArticle
BackgroundNewsArticle
OpinionNewsArticle
ReportageNewsArticle
ReviewNewsArticle
EmployerReview
UserReview
ProductIndividualProduct
ProductModel
SomeProducts
BuyAction
QuoteAction
GS1
Publishing eCommerce
#brightonSEO @AlexisKSanders
82
LifestyleModificationDiet
PhysicalActivity
ExercisePlan
MedicalSignOrSymptom
MedicalSign
VitalSign
MedicalSymptom
MedicalCondition
InfectiousDisease
MedicalGuideline
MedicalProcedure
DiagnosticProcedure
PhysicalExam
SurgicalProcedure
TherapeuticProcedure
Future Predictions Google Schema.org Support
4. Things users want (e.g., medical answers from Dr. Google
(http://health-lifesci.schema.org))
Proactive Health Reactive Health
@AlexisKSanders#brightonSEO
Fun stuff for you 
https://technicalseo.com
/homework/structured-data/
https://technicalseo.com
/seo-tools/schema-
markup-generator/visual/
@AlexisKSanders#brightonSEO
84
@methode
Gary Illyes
@JarnoVanDriel
Jarno Van Driel
@aaranged
Aaron Bradley
Experts to Follow
@maxxeight
Max Prin
@searchliaison
Danny Sullivan
@JohnMu
John Mueller
@AlexisKSanders#brightonSEO
85
Icon Sources
https://www.flaticon.com/authors/:
• dinosoftlabs
• eucalyp
• freepik
• gregor-cresnar
• maxim-basinski
• nikita-golubev
• pixel-buddha
• pixel-perfect
• popcorns-arts
• smashicons
• vectors-market
• basic-flat-icons
@AlexisKSanders
THANK YOU!
SEE YOU AT THE NEXT
#brightonSEO
@AlexisKSanders
/in/alexissanders

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BrightonSEO Structured Data by Alexis Sanders

  • 1. Alexis Sanders Merkle Inc Advanced and Practical Structured Data @AlexisKSanders #brightonSEO
  • 2. <script type="application/ld-json"> { "@context": "http://schema.org", "@type": “Product", "name": "Super Product!" "offers": { "@type": "Offers", "priceCurrency": "USD", "price": "12.99", } } </script> Find 5 errors in this JSON-LD.
  • 3. Agenda <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Person", "name": "Alexis Sanders", "jobTitle": "Technical SEO Manager", "sameAs": "https://twitter.com/AlexisKSanders", "worksFor": { "@type": "Organization", "name": "Merkle", "url": "https://www.merkleinc.com" }, "url": "https://technicalseo.expert" } </script>
  • 4. 4 Merkle SEO team works across a vast array of clients @AlexisKSanders#brightonSEO
  • 5. 5 I’m Sophia’s #ProudAunt too. "relatedTo": { "@type": "Person", "name": "Sophia" } @AlexisKSandersHelping test Google’s “Bayesian Optimization for a Better Dessert” -> https://research.google.com/pubs/pub46507.html #brightonSEO
  • 6. <script type="application/ld-json"> { "@context": "http://schema.org", "@type": “Product", "name": "Super Product!" "offers": { "@type": "Offers", "priceCurrency": "USD", "price": "12.99", } } </script> Answers  Should be +  Straight quote  Comma after property  Offer  No comma for last property
  • 7. Moral of Story: It’s easy to make small errors, always validate!
  • 8. Agenda • Overview • Why we <3 it • Practical • Advanced • Implementing A-Z (hopefully not zzz) • Common pitfalls Agenda
  • 9. Structured data n. Information with a high degree of organization.
  • 10. 10 Conceptual visualization of structured data for web Structured DataUnstructured Data < > Markup types JSON-LD Microdata Microformats RDFa (e.g., text) @AlexisKSanders#brightonSEO
  • 11. Schema.org is a vocabulary (of many), but really is more comparable to a dictionary.
  • 12. 12 http://schema.org/Product Definition (Item) type Each type (thing you markup) has a definition #brightonSEO @AlexisKSanders
  • 13. 13 0 1 2 3 4 5 6 7 8 Story of web structured data: less ended up being more.DomainUsage(Millions) 201720162003 2004 2008 2010/1 2012 2013 2014 20151997 2000 < > http://webdatacommons.org/structureddata; https://www.slideshare.net/rvguha/sem-tech2014c * @AlexisKSanders
  • 14. 14 Mircodata* <div itemscope itemtype="http://schema.org/Event"> <span itemprop="name">BrightonSEO</span> <meta itemprop="url" content="https://www.brightonseo.com/" /> <meta itemprop="startDate" content="2018-04-26T7:00" /> <meta itemprop="endDate" content="2018-04-27T16:15" /> </div> < > @AlexisKSanders*Note: Missing required properties, for illustrative purposes only #brightonSEO
  • 15. 15 JSON-LD* <script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "Event", "name": "BrightonSEO", "url": "https://www.brightonseo.com/", "startDate": "2018-04-26T7:00", "endDate": "2018-04-27T16:15" } </script> *Note: Missing required properties, for illustrative purposes only @AlexisKSanders
  • 16. 16 MICRODATA < > Implementation What is it? HTML JavaScript Easier to copy and paste on page Can be easier for templated pages Support JSON-LD Microdata versus JSON-LD * *Rich results for products not consistently populating, yet (Aaron Bradley started a Community Tracker: https://goo.gl/kKZk2c) #brightonSEO @AlexisKSanders
  • 17. Nesting n. organizing information in layers; adding objects in objects.
  • 18. 18 Product name : offers : price : priceCurrency : @type : Offer reviewCount : aggregateRating : @type : AggregateRating ratingValue : Match Nest Me! Rated 4.5 out of 5 $7.29 (USD) 75 reviews Super Shine Apricot Shampoo brand : name : @type : Thing JĀSÖN #brightonSEO @AlexisKSanders
  • 19. 19 Product name : offers : price : priceCurrency : @type : Offer reviewCount : aggregateRating : @type : AggregateRating ratingValue : Rated 4.5 out of 5 $7.29 (USD) 75 reviews Super Shine Apricot Shampoo brand : name : @type : Thing JĀSÖN Super Shine Apricot Shampoo 4.5 75 7.29 USD JĀSÖN Match Nest Me! #brightonSEO @AlexisKSanders
  • 20. 20 <script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "Product", name : offers : price : priceCurrency : @type : Offer reviewCount : aggregateRating : @type : AggregateRating ratingValue : Rated 4.5 out of 5 $7.29 (USD) 75 reviews Super Shine Apricot Shampoo brand : name : @type : Thing JĀSÖN Super Shine Apricot Shampoo 4.5 75 7.29 USD JĀSÖN } </script> " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " , , , , , , } } } { { { , , Match Nest Me! #brightonSEO @AlexisKSanders
  • 22. 22 Product AggregateRating Offer 1. Enhanced SERP Results Note: Schema.org doesn’t necessarily need to be present for rich results to appear. #brightonSEO @AlexisKSanders
  • 23. 23 MusicEvent Note: Schema.org doesn’t necessarily need to be present for rich results to appear. 1. Enhanced SERP Results #brightonSEO @AlexisKSanders
  • 24. 24 Google’s featured snippets with rich results https://developers.google.com/search/docs/guides/ *Opt-in, must express interest Article BlogPosting Book* BreadcrumbList ClaimReview* Course Dataset* Event ImageObject ItemList JobPosting LocalBusiness* Movie (WatchAction*) MusicAlbum* MusicArtist* MusicGroup* NewsArticle Occupation Organization (ContactPoint, logo, sameAs) Person (sameAs) Product (Offer) Rating AggregateRating Recipe Review* SoftwareAppplication* TVEpisode (WatchAction*) TVSeason (WatchAction*) TVSeries (WatchAction*) VideoObject WebPageElement (isAccessibleForFree for Paywall Content) WebSite (SearchAction) https://developers.google.com/search/docs/guides/ @AlexisKSanders
  • 25. 25 2. CTR for rich results = higher than without (in most cases) #brightonSEO @AlexisKSanders
  • 26. 26 3. Offers potential to improve confidence in relevance “Known for” = representative term (e.g., [server], [host], [dinner] in article about restaurant) Google Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12 Example of AssociatingTerms with Business Listing #brightonSEO @AlexisKSanders
  • 27. “I want to live in a world where schema is not that important, but currently, we need it… https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706 @methode Gary Illyes Google
  • 28. …If a team at Google recommends it, you probably should make use of it, as schema helps us understand the content on the page… https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706 @methode Gary Illyes Google
  • 29. …and it is used in certain search features (but not in rankings algorithms).” https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706 @methode Gary Illyes Google
  • 30. Schema can help us extract entities better @JohnMu John Mueller Google Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
  • 31. Google doesn’t mind if people markup non- supported markup (change in SERP may not be noticeable) @JohnMu John Mueller Google Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
  • 32. We don’t use Schema.org as a quality factor @JohnMu John Mueller Google Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
  • 33. 33 4. Product Merchant Center Feed updates (2017) https://support.goog le.com/merchants/an swer/6069143 Structured data markup must be present in the HTML returned from the web server (i.e., no JavaScript generated tags) Benefits: • Automatic item updates • Google Sheets Merchant Center add-on #brightonSEO @AlexisKSanders
  • 34. 34 5. Future: Support Voice (hypothesis) Google Mini pulls web answers from featured snippets. Featured snippets appear when Google has high confidence in usefulness of response. Structured data can support confidence ratings. @AlexisKSanders #brightonSEO
  • 35. 35 • Microdata: 76% • JSON-LD: 25% • OGP: 68% • Twitter Summary Cards: 27% +25K eCommerce URLs populating with featured snippets: Twitter SEO Experiments: https://goo.gl/fRzmgf Important Note: Correlation does not imply causation. Huge thanks to @AlexisKSanders #brightonSEO
  • 36. 36 Top Occurring Microdata for eCom with Snippet Twitter SEO Experiments: https://goo.gl/fRzmgf Huge thanks to OfferCatalog, 18% ListItem, 14% AggregateRating, 9% Product, 8%Review, 8% Rating, 7% NewCondition, 6% Offer, 5% Thing, 4% BreadcrumbList, 4% Other, 17% Important Note: Correlation does not imply causation.Huge thanks to #brightonSEO @AlexisKSanders
  • 37. 37 Twitter SEO Experiments: https://goo.gl/fRzmgf Huge thanks to ListItem, 25% Offer, 16% Product, 15%WebPage, 6% BreadcrumbList, 5% Organization, 4% SiteNavigationElement, 4% AggregateRating, 3% WebPageElement, 3% ImageObject, 3% Other, 16% Top Occurring JSON-LD for eCom with Snippet Important Note: Correlation does not imply causation.Huge thanks to #brightonSEO @AlexisKSanders
  • 38. 38 6. Future: Support Voice (speculative) http://pending.schema.org/SpeakableSpecification http://pending.schema.org/speakable http://money.cnn.com/2018/02/18/media/black-panther-box-office/index.html #brightonSEO @AlexisKSanders
  • 40.
  • 41. 41 0 200,000 400,000 600,000 800,000 1,000,000 Organization PostalAddress Offer Article Person Product Blog WPHeader SiteNavigationElement WebPage Popular Schema: Top 10 Microdata by Domain < > http://webdatacommons.org/structureddata @AlexisKSandershttp://webdatacommons.org/structureddata #brightonSEO
  • 42. 42 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 ListItem WebPage Event Place PostalAddress LocalBusiness Person Organization SearchAction WebSite Popular Schema: Top 10 JSON-LD by Domain http://webdatacommons.org/structureddata Sept '14 Oct '14 Jan '15 Jan '15 Sept '14 Dec '15 Dec '15 Dec '15 Aug ‘16 @AlexisKSandershttp://webdatacommons.org/structureddata #brightonSEO
  • 43. 43 Practical Schema: Most sites BreadcrumbList Person Organization WebSite ItemList Properties itemListElement sameAs logo, contactPoint, sameAs potentialAction itemListElement TypeMarking up Breadcrumbs Person Organization Sitelink Searchbox Carousel Lists https://developers.google.com/search/docs/guides/ #brightonSEO @AlexisKSanders
  • 45. 45 Step 1: Navigate to JSON-LD Schema Markup Generator https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders
  • 46. 46 Step 2: Select your Item Type from Dropdown Menu https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders #brightonSEO
  • 48. 48 Step 4: Test in Google’s Structured Data Testing Tool https://technicalseo.com/seo-tools/schema-markup-generator https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders #brightonSEO
  • 49. 49 Implementing Practical Schema - Intermediate https://developers. google.com/search /docs/guides/ @AlexisKSanders #brightonSEO
  • 50. 50 Step 1: Read Guidelines Rules Opportunities @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
  • 51. 51 Step 2: Review Item Properties (especially note “Required”)! Required Properties @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
  • 52. 52 Step 3: Check out Example Markups Examples @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
  • 53. 53 Step 4: Reverse-engineer by replacing values Update values @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
  • 55.
  • 56. 56 Schema.org (for brave souls) http://schema.org /docs/full.html @AlexisKSanders#brightonSEO
  • 57. 57 Stages of Working with Schema.org ::a ton of confused stares:: ::intense concentration:: ::coffee + intense concentration:: ::unlocking the eternal mysteries within Schema.org:: http://schema.org/docs/full.html #brightonSEO @AlexisKSanders
  • 58. 58 Step 1: Select Type from Schema.org’s Full Hierarchy http://schema.org/docs/full.html Select “Core plus all extensions” @AlexisKSanders #brightonSEO
  • 59. 59 Item Type Page http://schema.org/docs/full.html (Item) type Hierarchy Description Usage http://schema.org/Aquarium @AlexisKSanders #brightonSEO
  • 60. 60 Item Properties, Expected Type, and Description http://schema.org/docs/full.html http://schema.org/Aquarium @AlexisKSanders #brightonSEO
  • 61. 61 Organization of Item Properties http://schema.org/docs/full.html CivilStructure Place Thing http://schema.org/Aquarium @AlexisKSanders #brightonSEO
  • 62. “ExpectedType” tells you when you’ll need to nest objects (think: itemscope itemtype & "@type")
  • 63. • Number • Float • Integer • Text • URL • Time If it’s a data type, you don’t nest • Boolean • False • True • Date • DateTime D A T A T Y P E S Don’t nest me!
  • 65. 65 Step 2: List Item Properties, Expected Type, and Values http://schema.org/docs/full.html http://schema.org/Aquarium #brightonSEO @AlexisKSanders
  • 66. 66 Step 3: Add Syntax (JSON-LD) <script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "Aquarium", "name": "National Aquarium", "alternateName": "National Aquarium in Baltimore", "telephone": "+1-410-576-3800", "address": { "@type": "PostalAddress", "streetAddress": "501 E Pratt St", "addressLocality": "Baltimore", "addressRegion": "MD", "postalCode": "21202", "addressCountry": "US" } } </script> Beginning Type Properties Type Properties end *Note: Missing required properties, for illustrative purposes onlyhttp://schema.org/Aquarium #brightonSEO @AlexisKSanders
  • 67. 67 Step 3: Add Syntax (Microdata) <div itemscope itemtype="http://schema.org/Aquarium"> <span itemprop="name">National Aquarium</span> <meta itemprop="name" content="National Aquarium in Baltimore" /> <span itemprop="telephone">+1-410-576-3800</span> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="streetAddress">501 E Pratt St</span> <span itemprop="addressLocality">Baltimore</span> <span itemprop="addressRegion">MD</span> <span itemprop="postalCode">21202</span> <span itemprop="addressCountry">US</span> </div> </div> Type Properties Type Properties end *Note: Missing required properties, for illustrative purposes only http://schema.org/Aquarium *Note: Missing required properties, for illustrative purposes only #brightonSEO @AlexisKSanders
  • 69. You
  • 70. 70 Pitfall #1: Syntax • “” are not the same as "" –Microsoft switches "" to “” –Use a text editor • Mind your Commas • Tip: Pay attention to in SDTT #brightonSEO @AlexisKSanders
  • 71. 71 Pitfall #2: Vocabulary Vocabulary • Pay attention to required/allowed properties • Schema.org types and properties are case sensitive reference • Tip: Check in the Structured Data Testing Tool #brightonSEO @AlexisKSanders
  • 72. 72 Pitfall #3: Policy Violation • Adding information that is not on the page • Check Google’s Structured Data Policies: https://developers.google.com/structured- data/policies #brightonSEO @AlexisKSanders
  • 73. 73 Pitfall #4: Nesting Errors • Make sure to attribute properties to correct item type –E.g., using “name” and giving the location the event name • Tip: Pay close attention to { } and itemscope #brightonSEO @AlexisKSanders
  • 78. I (like Dwight) am not a psychic Disclaimer:
  • 79. 79 Future Predictions Google Schema.org Support AboutPage ApartmentComplex AudioObject AutoDealer Brand CollectionPage Comment ContactPage Corporation Hotel 1. Top Schema.org used w/o Google webpage documentation ImageGallery MusicPlaylist MusicRecording PriceSpecification RealEstateAgent Residence Store Table UserComments ViewAction#brightonSEO @AlexisKSanders
  • 80. 80 Future Predictions Google Schema.org Support 2. Item types that support voice efforts SpeakableSpecification HowTo HowToDirection HowToSection HowToStep HowToTip HowToDirection HowToItem HowToSupply HowToTool HowToStep HowToTip QAPage Question Answer @AlexisKSanders #brightonSEO
  • 81. 81 Future Predictions Google Schema.org Support 3. More for publishing and eCommerce (especially actions) AnalysisNewsArticle BackgroundNewsArticle OpinionNewsArticle ReportageNewsArticle ReviewNewsArticle EmployerReview UserReview ProductIndividualProduct ProductModel SomeProducts BuyAction QuoteAction GS1 Publishing eCommerce #brightonSEO @AlexisKSanders
  • 83. Fun stuff for you  https://technicalseo.com /homework/structured-data/ https://technicalseo.com /seo-tools/schema- markup-generator/visual/ @AlexisKSanders#brightonSEO
  • 84. 84 @methode Gary Illyes @JarnoVanDriel Jarno Van Driel @aaranged Aaron Bradley Experts to Follow @maxxeight Max Prin @searchliaison Danny Sullivan @JohnMu John Mueller @AlexisKSanders#brightonSEO
  • 85. 85 Icon Sources https://www.flaticon.com/authors/: • dinosoftlabs • eucalyp • freepik • gregor-cresnar • maxim-basinski • nikita-golubev • pixel-buddha • pixel-perfect • popcorns-arts • smashicons • vectors-market • basic-flat-icons @AlexisKSanders
  • 86. THANK YOU! SEE YOU AT THE NEXT #brightonSEO @AlexisKSanders /in/alexissanders

Editor's Notes

  1. To Do: - Fix formatting Cut some content
  2. https://www.slideshare.net/rvguha/sem-tech2014c http://webdatacommons.org/structureddata/ 97 – RDF 00 – FOAF, DAML 01 - OWL DL/QL/EL/RL 03 – SPARQL, Microformats 04 – SIOC, RDFa 08 - Monkey 09 – SKOS 10 – Schema.org, JSON-LD 10 – Schema.org 12 – Bing’s documentation 15 – Google Recipe JSON-LD 16 – Google JSON-LD Support for Product/Review 16 – Google revamps documentation Sitelinks search box in Google search results 5-Sep-14 Organization logos in Google search results - JSON-LD 21-Oct-14 Social profiles in Google Knowledge Graph 15-Jan-15 Event rich snippets in Google search results - JSON-LD 15-Jan-15 Product rich snippets in Google search results - JSON-LD 3-Feb-16 Review rich snippets in Google search results - JSON-LD 3-Feb-16 Google adds JSON-LD support for breadcrumbs 12-Aug-16 Google Merchant Center adds JSON-LD support 28-Mar-17
  3. Sitelinks search box in Google search results 5-Sep-14 Organization logos in Google search results - JSON-LD 21-Oct-14 Social profiles in Google Knowledge Graph 15-Jan-15 Event rich snippets in Google search results - JSON-LD 15-Jan-15 Site name in search results - ~May 2015 https://web.archive.org/web/20151203223607/https://developers.google.com/structured-data/local-businesses/ dec 2015 Product rich snippets in Google search results - JSON-LD 3-Feb-16 Review rich snippets in Google search results - JSON-LD 3-Feb-16 Google adds JSON-LD support for breadcrumbs 12-Aug-16 Google Merchant Center adds JSON-LD support 28-Mar-17
  4. 2/14 – Live Coverage Likely because: 1. They’ll implement due to competitive nature. 2. It’s a low risk industry.