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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!"
"offer...
Agenda
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Person",
"name": "Alexis Sanders",...
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 “...
<script type="application/ld-json">
{
"@context": "http://schema.org",
"@type": “Product",
"name": "Super Product!"
"offer...
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...
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 @AlexisKSan...
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 2...
14
Mircodata*
<div itemscope itemtype="http://schema.org/Event">
<span itemprop="name">BrightonSEO</span>
<meta itemprop="...
15
JSON-LD*
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Event",
"name": "BrightonSEO...
16
MICRODATA < >
Implementation
What is it? HTML JavaScript
Easier to copy
and paste on
page
Can be easier
for templated
p...
Nesting
n. organizing information in
layers; adding objects in
objects.
18
Product
name :
offers :
price :
priceCurrency :
@type : Offer
reviewCount :
aggregateRating :
@type : AggregateRating
r...
19
Product
name :
offers :
price :
priceCurrency :
@type : Offer
reviewCount :
aggregateRating :
@type : AggregateRating
r...
20
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Product",
name :
offers :
price :
pri...
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...
23
MusicEvent
Note: Schema.org doesn’t necessarily need to be present for rich results to appear.
1. Enhanced SERP Results...
24
Google’s featured snippets with rich results
https://developers.google.com/search/docs/guides/
*Opt-in, must express in...
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],
[dinn...
“I want to live in a world
where schema is not that
important, but currently, we
need it…
https://searchengineland.com/gar...
…If a team at Google
recommends it, you probably
should make use of it, as
schema helps us understand
the content on the p...
…and it is used in certain
search features (but not in
rankings algorithms).”
https://searchengineland.com/gary-illyes-ask...
Schema can help us extract
entities better
@JohnMu
John Mueller
Google
Google Webmaster Hangout 2/1/18 ~42 Minutes: https:...
Google doesn’t mind if
people markup non-
supported markup (change
in SERP may not be
noticeable) @JohnMu
John Mueller
Goo...
We don’t use Schema.org as
a quality factor
@JohnMu
John Mueller
Google
Google Webmaster Hangout 2/1/18 ~42 Minutes: https...
33
4. Product Merchant Center Feed updates (2017)
https://support.goog
le.com/merchants/an
swer/6069143
Structured data ma...
34
5. Future: Support Voice (hypothesis)
Google Mini pulls web answers from
featured snippets. Featured snippets
appear wh...
35
• Microdata: 76%
• JSON-LD: 25%
• OGP: 68%
• Twitter Summary Cards: 27%
+25K eCommerce URLs populating
with featured sn...
36
Top Occurring Microdata for eCom with Snippet
Twitter SEO Experiments: https://goo.gl/fRzmgf
Huge thanks to
OfferCatalo...
37
Twitter SEO Experiments: https://goo.gl/fRzmgf
Huge thanks to
ListItem, 25%
Offer, 16%
Product, 15%WebPage, 6%
Breadcru...
38
6. Future: Support Voice (speculative)
http://pending.schema.org/SpeakableSpecification
http://pending.schema.org/speak...
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
SiteN...
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
Pe...
43
Practical Schema: Most sites
BreadcrumbList
Person
Organization
WebSite
ItemList
Properties
itemListElement
sameAs
logo...
44
https://technicalseo.com/
seo-tools/schema-
markup-generator
@maxxeight
Max Prin
Merkle
Implementing Practical Schema -...
45
Step 1: Navigate to JSON-LD Schema Markup Generator
https://technicalseo.com/seo-tools/schema-markup-generator @AlexisK...
46
Step 2: Select your Item Type from Dropdown Menu
https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSan...
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:...
49
Implementing Practical Schema - Intermediate
https://developers.
google.com/search
/docs/guides/
@AlexisKSanders
#brigh...
50
Step 1: Read Guidelines
Rules
Opportunities
@AlexisKSandershttps://developers.google.com/search/docs/guides/
#brightonS...
51
Step 2: Review Item Properties (especially note “Required”)!
Required
Properties
@AlexisKSandershttps://developers.goog...
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/gui...
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
concentrati...
58
Step 1: Select Type from Schema.org’s Full Hierarchy
http://schema.org/docs/full.html
Select “Core plus all
extensions”...
59
Item Type Page
http://schema.org/docs/full.html
(Item) type
Hierarchy
Description
Usage
http://schema.org/Aquarium @Ale...
60
Item Properties, Expected Type, and Description
http://schema.org/docs/full.html
http://schema.org/Aquarium @AlexisKSan...
61
Organization of Item Properties
http://schema.org/docs/full.html
CivilStructure
Place
Thing
http://schema.org/Aquarium ...
“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
• DateT...
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
#br...
66
Step 3: Add Syntax (JSON-LD)
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Aquarium...
67
Step 3: Add Syntax (Microdata)
<div itemscope itemtype="http://schema.org/Aquarium">
<span itemprop="name">National Aqu...
Common Pitfalls
You
70
Pitfall #1: Syntax
• “” are not the same as ""
–Microsoft switches "" to “”
–Use a text editor
• Mind your Commas
• Tip...
71
Pitfall #2: Vocabulary
Vocabulary
• Pay attention to required/allowed
properties
• Schema.org types and properties are
...
72
Pitfall #3: Policy Violation
• Adding information that is not on the page
• Check Google’s Structured Data Policies:
ht...
73
Pitfall #4: Nesting Errors
• Make sure to attribute properties to
correct item type
–E.g., using “name” and giving the
...
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
Com...
80
Future Predictions Google Schema.org Support
2. Item types that support voice efforts
SpeakableSpecification
HowTo
HowT...
81
Future Predictions Google Schema.org Support
3. More for publishing and eCommerce (especially actions)
AnalysisNewsArti...
82
LifestyleModificationDiet
PhysicalActivity
ExercisePlan
MedicalSignOrSymptom
MedicalSign
VitalSign
MedicalSymptom
Medic...
Fun stuff for you 
https://technicalseo.com
/homework/structured-data/
https://technicalseo.com
/seo-tools/schema-
markup...
84
@methode
Gary Illyes
@JarnoVanDriel
Jarno Van Driel
@aaranged
Aaron Bradley
Experts to Follow
@maxxeight
Max Prin
@sear...
85
Icon Sources
https://www.flaticon.com/authors/:
• dinosoftlabs
• eucalyp
• freepik
• gregor-cresnar
• maxim-basinski
• ...
THANK YOU!
SEE YOU AT THE NEXT
#brightonSEO
@AlexisKSanders
/in/alexissanders
BrightonSEO Structured Data by Alexis Sanders
BrightonSEO Structured Data by Alexis Sanders
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BrightonSEO Structured Data by Alexis Sanders

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Structured data

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BrightonSEO Structured Data by Alexis Sanders

  1. 1. Alexis Sanders Merkle Inc Advanced and Practical Structured Data @AlexisKSanders #brightonSEO
  2. 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. 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. 4 Merkle SEO team works across a vast array of clients @AlexisKSanders#brightonSEO
  5. 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. 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. 7. Moral of Story: It’s easy to make small errors, always validate!
  8. 8. Agenda • Overview • Why we <3 it • Practical • Advanced • Implementing A-Z (hopefully not zzz) • Common pitfalls Agenda
  9. 9. Structured data n. Information with a high degree of organization.
  10. 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. 11. Schema.org is a vocabulary (of many), but really is more comparable to a dictionary.
  12. 12. 12 http://schema.org/Product Definition (Item) type Each type (thing you markup) has a definition #brightonSEO @AlexisKSanders
  13. 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. 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. 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. 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. 17. Nesting n. organizing information in layers; adding objects in objects.
  18. 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. 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. 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
  21. 21. Benefits:Why <3 Structured Data
  22. 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. 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. 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. 25 2. CTR for rich results = higher than without (in most cases) #brightonSEO @AlexisKSanders
  26. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  39. 39. Practical schema for pragmatic, busy people
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 44 https://technicalseo.com/ seo-tools/schema- markup-generator @maxxeight Max Prin Merkle Implementing Practical Schema - Beginner @AlexisKSanders #brightonSEO
  44. 44. 45 Step 1: Navigate to JSON-LD Schema Markup Generator https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders
  45. 45. 46 Step 2: Select your Item Type from Dropdown Menu https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders #brightonSEO
  46. 46. 47 Step 3: Fill-in-the-Blank https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders #brightonSEO
  47. 47. 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
  48. 48. 49 Implementing Practical Schema - Intermediate https://developers. google.com/search /docs/guides/ @AlexisKSanders #brightonSEO
  49. 49. 50 Step 1: Read Guidelines Rules Opportunities @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
  50. 50. 51 Step 2: Review Item Properties (especially note “Required”)! Required Properties @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
  51. 51. 52 Step 3: Check out Example Markups Examples @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
  52. 52. 53 Step 4: Reverse-engineer by replacing values Update values @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
  53. 53. Schema for overachievers
  54. 54. 56 Schema.org (for brave souls) http://schema.org /docs/full.html @AlexisKSanders#brightonSEO
  55. 55. 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
  56. 56. 58 Step 1: Select Type from Schema.org’s Full Hierarchy http://schema.org/docs/full.html Select “Core plus all extensions” @AlexisKSanders #brightonSEO
  57. 57. 59 Item Type Page http://schema.org/docs/full.html (Item) type Hierarchy Description Usage http://schema.org/Aquarium @AlexisKSanders #brightonSEO
  58. 58. 60 Item Properties, Expected Type, and Description http://schema.org/docs/full.html http://schema.org/Aquarium @AlexisKSanders #brightonSEO
  59. 59. 61 Organization of Item Properties http://schema.org/docs/full.html CivilStructure Place Thing http://schema.org/Aquarium @AlexisKSanders #brightonSEO
  60. 60. “ExpectedType” tells you when you’ll need to nest objects (think: itemscope itemtype & "@type")
  61. 61. • 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!
  62. 62. nest nest nest nest nest
  63. 63. 65 Step 2: List Item Properties, Expected Type, and Values http://schema.org/docs/full.html http://schema.org/Aquarium #brightonSEO @AlexisKSanders
  64. 64. 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
  65. 65. 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
  66. 66. Common Pitfalls
  67. 67. You
  68. 68. 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
  69. 69. 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
  70. 70. 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
  71. 71. 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
  72. 72. Future Predictions
  73. 73. Disclaimer:
  74. 74. Disclaimer:
  75. 75. Disclaimer:
  76. 76. I (like Dwight) am not a psychic Disclaimer:
  77. 77. 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
  78. 78. 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
  79. 79. 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
  80. 80. 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
  81. 81. Fun stuff for you  https://technicalseo.com /homework/structured-data/ https://technicalseo.com /seo-tools/schema- markup-generator/visual/ @AlexisKSanders#brightonSEO
  82. 82. 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
  83. 83. 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
  84. 84. THANK YOU! SEE YOU AT THE NEXT #brightonSEO @AlexisKSanders /in/alexissanders

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