The document discusses the integration of Drupal 7 with schema.org for enhancing structured data in HTML, emphasizing its benefits for search engines like Google, Yahoo, and Bing. It covers various syntaxes such as microformats, RDFa, and microdata, and provides examples of rich snippets and their implementations. Additionally, it highlights the schema.org module for Drupal, which allows users to map content types to schema terms without coding.

1. Drupal 7 and schema.org
Stéphane Corlosquet, <scorlosquet@gmail.com>
December 16th, 2011

2. About the speaker
● 5 years with Drupal
● Drupal core maintainer (RDF)
● Drupal Security Team member
● Co-authored the
Definitive Guide to Drupal 7
● Co-maintain RDF Extensions,
SPARQL, schema.org
● Software engineer at
MIND Informatics in Cambridge.

3. Rich Snippets

4. Google

5. Yahoo!

6. Bing

7. Why Structured Data in HTML
● Help machines extract relevant
data from HTML
● Can make use of this data in
amazing ways (e.g. enhanced
search results)

8. Structured Data in HTML
● Add or alter HTML attributes
● Syntaxes
– Microformats (@class, @rel)
– RDFa (@property, @about, @typeof, ...)
– Microdata (@itemscope, @itemtype, @itemprop, ...)

9. Schema.org

10. Schema.org
● Describe the type of your content (Person,
Event, Recipe, Product, Book, Movie, etc.)
– 290 types and counting
● Each type has a set of properties
– Common properties: name, description, image, url
– Specific properties depending on the type (see type page
on schema.org)
– 240 properties and counting

11. Schema.org

12. Schema.org module for Drupal
● UI instead of code
● Map your content types and fields to the
schema.org terms
http://drupal.org/project/schemaorg

13. Example: Event

14. Rich Snippet testing tool
● http://www.google.com/webmasters/tools/richsnippets

15. Examples in the wild
● schema.org sandbox
– Dries: http://goo.gl/Ztx90
– 2014 Winter Olympics: http://goo.gl/PRdA0
– Apple pie recipe: http://goo.gl/yc9qv
● definitivedrupal.org
– Jacine's profile: http://goo.gl/koYiY
– DrupalCon Munich: http://goo.gl/jgMvw
– List of events: http://goo.gl/SJBXS

16. Examples in the wild
● University of Waterloo
– March Break Open House: http://goo.gl/7hgmu
– Career night speed networking: http://goo.gl/f6PJ7
● Curling tournament calendar
– European Curling Championships 2012:
http://goo.gl/YXgXl
– World Women’s Curling Championships 2013:
http://goo.gl/BDNZW

17. Thanks!
● http://drupal.org/project/schemaorg
– Download module (alpha3)
– Documentation on drupal.org
– Screencast