1.
May 21, 2015
Schema
Modelling
Sante J. Achille
Search Marketing Consultant
@sjachille
From Documents & Data To Information & Entities

2.
searchmarketingexpo.com
@sjachille
#SMX #22B
• Search Marketing Specialist
• Has analysed and optimized countless websites of all sizes and types in 20
years of professional activity
• Loves proverbs
• His motto: Why Be Normal?
http://achille.name/
Today I’m going to show you how to take your
website to a New Level with Schema Markup

3.
searchmarketingexpo.com
@sjachille
#SMX #22B
Data
Information
What is the biggest challenge Search Engines face?
“Reduce Uncertainty” and “Reduce Equivocality”

4.
searchmarketingexpo.com
@sjachille
#SMX #22B
Data
Information
Requirements
Available
Consistent
Unambiguous
Reliable

5.
searchmarketingexpo.com
@sjachille
#SMX #22B
Data
Information
Attributes
Properties (person, animal, or thing)
Characteristics (dimensions, weight, name,
… )
Features (aspect, peculiarities, … )
Location(Continent, Country, City … )

6.
searchmarketingexpo.com
@sjachille
#SMX #22B
Data
Information
Entity

7.
searchmarketingexpo.com
@sjachille
#SMX #22B
http://schema.org/docs/full.html

8.
searchmarketingexpo.com
@sjachille
#SMX #22B
“Your web pages have an underlying meaning that
people understand when they read the web
pages.
But search engines have a limited
understanding of what is being discussed on those
pages.”
Why Use Structured Data?

9.
searchmarketingexpo.com
@sjachille
#SMX #22B
Why Use Structured Data?
By adding additional tags to the
HTML of your web pages … you can
help search engines and other
applications better understand
your content and display it in a
useful, relevant way.

10.
searchmarketingexpo.com
@sjachille
#SMX #22B
Itemscope & Itemtype
<div>
<h1>Avatar</h1>
Director: James Cameron (born August 16, 1954)
Science fiction
<a href="../movies/avatar-theatrical-trailer.html">Trailer</a>
</div>
“To begin, identify the section of the page that is "about" the movie Avatar. To do this,
add the itemscope element to the HTML tag that encloses information about the item,
like this:”

11.
searchmarketingexpo.com
@sjachille
#SMX #22B
Itemscope & Itemtype
<div itemscope>
<h1>Avatar</h1>
Director: James Cameron (born August 16, 1954)
Science fiction
<a href="../movies/avatar-theatrical-trailer.html">Trailer</a>
</div>
By adding itemscope, we are specifying that the HTML contained in the <div>...</div>
block is about a particular item.

12.
searchmarketingexpo.com
@sjachille
#SMX #22B
Itemscope & Itemtype
<div itemscope itemtype=“http://schema.org/Movie”>
<h1>Avatar</h1>
Director: James Cameron (born August 16, 1954)
Science fiction
<a href="../movies/avatar-theatrical-trailer.html">Trailer</a>
</div>
But it's not all that helpful to specify an item is being discussed without specifying
what kind of an item it is. We can specify the type of item using the itemtype attribute
immediately after the itemscope.

13.
searchmarketingexpo.com
@sjachille
#SMX #22B
Itemscope & Itemtype
<div itemscope itemtype=“http://schema.org/Movie”>
<h1 itemprop=“name”>Avatar</h1>
Director: <span itemprop=“director”> James Cameron</span>
(born August 16, 1954)
Science fiction
<a href="../movies/avatar-theatrical-trailer.html”
itemprop=“trailer”>Trailer</a>
</div>
We can give search engines additional information: Movies have properties such as actors,
director, ratings. The itemprop attribute is used, for example, to identify the director of a
movie, and the URL of the trailer…

14.
searchmarketingexpo.com
@sjachille
#SMX #22B

15.
searchmarketingexpo.com
@sjachille
#SMX #22B

16.
searchmarketingexpo.com
@sjachille
#SMX #22B
Nesting…
Before…
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemprop=“name”>Avatar</h1>
Director: <span itemprop=“director”> James Cameron</span> (born August 16,
1954) Science fiction
<a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a>
</div>

17.
searchmarketingexpo.com
@sjachille
#SMX #22B
Nesting…
After…
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
<div itemprop="director" itemscope
itemtype="http://schema.org/Person">
Director: <span itemprop="givenName"> James</span> <span
itemprop="familyName">Cameron</span> (born August 16, 1954)
<meta itemprop="birthDate" content ="1954-08-16" />
</div>
<span itemprop="genre">Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a>
</div>

18.
searchmarketingexpo.com
@sjachille
#SMX #22B
https://developers.google.com/structured-data/testing-tool/

19.
searchmarketingexpo.com
@sjachille
#SMX #22B

20.
searchmarketingexpo.com
@sjachille
#SMX #22B
Using Meta Tags with Schema
“Sometimes, a web page has information that would
be valuable to mark up, but the information can't be
marked up because of the way it appears on the
page.”
http://schema.org/docs/gs.html#advanced
This technique should be used sparingly. Only use meta with content for information
that cannot otherwise be marked up.

21.
searchmarketingexpo.com
@sjachille
#SMX #22B
Schema Markup Model for IMAGES

22.
searchmarketingexpo.com
@sjachille
#SMX #22B
Schema Markup for Documents
<div itemprop="image" itemscope="" itemtype="http://schema.org/ImageObject">
<meta itemprop="description" content="I-797, Notice of Action: I-601, application
for travel document: approval notice. " />
<div itemprop="exampleOfWork" itemscope=""
itemtype="http://schema.org/CreativeWork" >
<meta itemprop="isBasedOnUrl" content="http://www.uscis.gov/i-601" />
</div>
[caption]<a itemprop="url" href="XXX"><img itemprop="image" src="XXX"
alt="XXX" width="" height="" class="XXX" /></a> [/caption]
</div>

23.
searchmarketingexpo.com
@sjachille
#SMX #22B
It will take a number of iterations before you get
this right and fit it into your corporate CMS
The more you markup, the better it is!
Test test and test again!

24.
searchmarketingexpo.com
@sjachille
#SMX #22B