Downloaded 128 times
![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](https://image.slidesharecdn.com/brightonseo-structureddata-alexissanders-180427155036/85/BrightonSEO-Structured-Data-by-Alexis-Sanders-26-320.jpg)
Uploaded byAlexis Sanders
BrightonSEO Structured Data by Alexis Sanders
This document provides steps for implementing structured data markup on a website at different levels from beginner to advanced. At a beginner level, it recommends using a structured data generator to automatically output JSON-LD markup. At an intermediate level, it advises reviewing Google's documentation to understand required properties and view examples. For advanced implementation, it suggests exploring Schema.org's full documentation to understand type hierarchies and property descriptions. The document stresses the importance of validating markup using Google's structured data testing tool.
More Related Content
![[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing Pages](https://cdn.slidesharecdn.com/ss_thumbnails/abuali-brightonseo2022slides-221003112121-157abb52-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to BrightonSEO Structured Data by Alexis Sanders
BrightonSEO Structured Data by Alexis Sanders
- 1. Alexis Sanders Merkle Inc Advancedand 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 teamworks across a vast array of clients @AlexisKSanders#brightonSEO
- 5. 5 I’m Sophia’s #ProudAunttoo. "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’seasy to make small errors, always validate!
- 8. Agenda • Overview • Whywe <3 it • Practical • Advanced • Implementing A-Z (hopefully not zzz) • Common pitfalls Agenda
- 9. Structured data n. Informationwith a high degree of organization.
- 10. 10 Conceptual visualization ofstructured data for web Structured DataUnstructured Data < > Markup types JSON-LD Microdata Microformats RDFa (e.g., text) @AlexisKSanders#brightonSEO
- 11. Schema.org is avocabulary (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 webstructured 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"> <spanitemprop="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 Whatis 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 informationin 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
- 21.
- 22. 22 Product AggregateRating Offer 1. Enhanced SERPResults Note: Schema.org doesn’t necessarily need to be present for rich results to appear. #brightonSEO @AlexisKSanders
- 23. 23 MusicEvent Note: Schema.org doesn’tnecessarily need to be present for rich results to appear. 1. Enhanced SERP Results #brightonSEO @AlexisKSanders
- 24. 24 Google’s featured snippetswith 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 forrich results = higher than without (in most cases) #brightonSEO @AlexisKSanders
- 26. 26 3. Offers potentialto 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 tolive 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 teamat 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 isused 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 helpus extract entities better @JohnMu John Mueller Google Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
- 31. Google doesn’t mindif 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 useSchema.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 MerchantCenter 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: SupportVoice (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 Microdatafor 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: SupportVoice (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. Practical schema for pragmatic,busy people
- 41. 41 0 200,000 400,000600,000 800,000 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 1,000,0001,500,000 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: Mostsites 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. 44 https://technicalseo.com/ seo-tools/schema- markup-generator @maxxeight Max Prin Merkle Implementing PracticalSchema - Beginner @AlexisKSanders #brightonSEO
- 45. 45 Step 1: Navigateto JSON-LD Schema Markup Generator https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders
- 46. 46 Step 2: Selectyour Item Type from Dropdown Menu https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders #brightonSEO
- 47. 47 Step 3: Fill-in-the-Blank https://technicalseo.com/seo-tools/schema-markup-generator@AlexisKSanders #brightonSEO
- 48. 48 Step 4: Testin 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: ReadGuidelines Rules Opportunities @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
- 51. 51 Step 2: ReviewItem Properties (especially note “Required”)! Required Properties @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
- 52. 52 Step 3: Checkout Example Markups Examples @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
- 53. 53 Step 4: Reverse-engineerby replacing values Update values @AlexisKSandershttps://developers.google.com/search/docs/guides/ #brightonSEO
- 54.
- 56. 56 Schema.org (for bravesouls) http://schema.org /docs/full.html @AlexisKSanders#brightonSEO
- 57. 57 Stages of Workingwith 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: SelectType 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, ExpectedType, and Description http://schema.org/docs/full.html http://schema.org/Aquarium @AlexisKSanders #brightonSEO
- 61. 61 Organization of ItemProperties http://schema.org/docs/full.html CivilStructure Place Thing http://schema.org/Aquarium @AlexisKSanders #brightonSEO
- 62. “ExpectedType” tells you whenyou’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!
- 64.
- 65. 65 Step 2: ListItem Properties, Expected Type, and Values http://schema.org/docs/full.html http://schema.org/Aquarium #brightonSEO @AlexisKSanders
- 66. 66 Step 3: AddSyntax (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: AddSyntax (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
- 68.
- 69.
- 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: PolicyViolation • 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: NestingErrors • 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
- 74.
- 75.
- 76.
- 77.
- 78. I (like Dwight)am not a psychic Disclaimer:
- 79. 79 Future Predictions GoogleSchema.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 GoogleSchema.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 GoogleSchema.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. 82 LifestyleModificationDiet PhysicalActivity ExercisePlan MedicalSignOrSymptom MedicalSign VitalSign MedicalSymptom MedicalCondition InfectiousDisease MedicalGuideline MedicalProcedure DiagnosticProcedure PhysicalExam SurgicalProcedure TherapeuticProcedure Future Predictions GoogleSchema.org Support 4. Things users want (e.g., medical answers from Dr. Google (http://health-lifesci.schema.org)) Proactive Health Reactive Health @AlexisKSanders#brightonSEO
- 83. Fun stuff foryou https://technicalseo.com /homework/structured-data/ https://technicalseo.com /seo-tools/schema- markup-generator/visual/ @AlexisKSanders#brightonSEO
- 84. 84 @methode Gary Illyes @JarnoVanDriel Jarno VanDriel @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 YOUAT THE NEXT #brightonSEO @AlexisKSanders /in/alexissanders
Editor's Notes
- #2 To Do: - Fix formatting Cut some content
- #14 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
- #43 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
- #82 2/14 – Live Coverage Likely because: 1. They’ll implement due to competitive nature. 2. It’s a low risk industry.