1. Structured Data
Principles of Structured Data Implementation for
Multilingual Websites

2. Today’s Topics
• An introduction to Structured Data
• Creating a model of your website with Structured Data
• Moving beyond rich snippets, from keywords to entities
• Multilingual implementation: moving beyond the English
Language

3. Why Structured Data?

4. s contextual definitions which minimize ambiguit

5. Some examples…

7. “The Old Lady”
• A famous Italian Football Club (Juventus)
• My Mother
• My Wife

8. “Florence”
• Places (Florence Nova scotia, Florence Alabama, Florence Ar
• My Mother
• My Wife

9. “Guida”
Word used in a travel & tourism website: the meaning
of this word in that context was Travel Guide
“Giuda”
Judas Iscariot, disciple and one of the original Twelve Apostles of Jesus Christ.
According to all four canonical gospels, Judas betrayed Jesus to the Sanhedrin in
the Garden of Gethsemane
Word used in a travel & tourism website: the meaning
of this word in that context was The betrayal of Christ

10. Ambiguity
Things which can be interpreted in more than one way
Uncertainty
Reactions to ambiguity trigger doubt or confusion and may
favour inaccurate conclusions or decisions

11. Tip!
Download and review Queries from the Google
Search Console and look for the “odd” keywords
Analyse your pages with This Tool

12. Structured Data
Providing Unambiguous Signals

13. Structured Data is based on
concept that Anyone can say
Anything about Any Topic

14. How can contributions by
someone be unambiguously
understood by anyone?

15. By building Information
Models for Websites

16. Models enable sophisticated
and automated data
processing

17. Models organize our thoughts
in the form of Explanations

18. Explanations “define”, principles
and underlying rules which are
not subject to the interpretation
by the reader

19. Let’s be practical
Getting things done…

21. A manifestation of a deity or released soul in bodily form on earth; an incarnate divine teacher.
An incarnation, embodiment, or manifestation of a person or idea.
An icon or figure representing a particular person in a video game, Internet forum, etc.

22. A manifestation of a deity or released soul in bodily form on earth; an incarnate divine teacher.
An incarnation, embodiment, or manifestation of a person or idea.
An icon or figure representing a particular person in a video game, Internet forum, etc.
<div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
Director: <span itemprop="director">James Cameron</span> (born August 16, 1954)
<span itemprop="genre">Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a>
</div>
A 2009 American epic science fiction film directed, written, produced, and co-edited by James Cameron

23. Click through to http://schema.org/Person

25. <div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
Director: <span itemprop="director">James Cameron</span> (born August 16, 1954)
<span itemprop="genre">Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a>
</div>

26. <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">C
<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>

27. Our model must explain the
content in order to eliminate
ambiguity, reducing uncertainty

28. Type
Properties
Properties
Properties
Properties
Properties
Properties

30. <div itemprop="image" itemscope="" itemtype="http://schema.org/ImageObject">
<meta itemprop="description" content="I-797, Notice of Action: I-601, application for travel docu
<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="" he
</div>

31. Entities…

32. “An entity is something that exists as itself, as a
subject or as an object, actually or potentially,
concretely or abstractly, physically or not. It need not
be of material existence. In particular, abstractions and
legal fictions are usually regarded as entities”

36. What is DBpedia?
DBpedia (from "DB" for "database") is a project aiming to extract
structured content from the information created as part of the
Wikipedia project. This structured information is then made
available on the World Wide Web. DBpedia allows users to
semantically query relationships and properties associated with
Wikipedia resources, including links to other related datasets.
DBpedia has been described by Tim Berners-Lee as one of the
more famous parts of the decentralized Linked Data effort.

37. Information
Entity (URI)
Entity (URL)

38. Contextual Entities…

41. https://search.google.com/structured-data/testing-tool

42. https://search.google.com/structured-data/testing-tool

45. https://search.google.com/structured-data/testing-tool

46. https://search.google.com/structured-data/testing-tool

47. From Keywords to Entities

48. Entities

49. Entities

51. mon source of data which can be used by Wikimedia projects su

52. Results…

53. Before SEO
After SEO
N° Queries in Google Search Console
After Structured Data
Implementation
&
Entity Identification

54. Benefits…
Less Traffic, More Conversions (no perditempo)

55. Conclusions…
➡Create a Model of your Website using schema.org
➡Identify the most relevant Entities which represent your
content
➡Automate the process
➡Verify and Update/Correct

56. Thank You :)
Sante J. Achille
• Search Marketing Consultant
• Chairman SMXL.IT
• sante@achille.name
• https://achille.name/
• @sjachille
• Biography & CV