Huge is a digital agency founded in 1999 with 550 employees across interactive disciplines. It was ranked in the top ten agencies by AdAge in 2012 and named social media agency of the year in 2011-2012 and most innovative agency in 2012. The document discusses metadata strategies including Schema.org, Open Graph, and Twitter Cards to generate richer content and improve search engine results by providing structured data about content types, facts, events and more. It also covers best practices for implementation and future proofing websites with metadata.

1. October 16, 2013
Advanced SEO Tactics
Metadata Roundup
hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843

2. About Huge.
Founded in 1999.
Leading full-service digital agency within Interpublic.
550 employees across all interactive disciplines.
London.
Portland.
San Francisco.
LosAngeles.
Brooklyn.
Rio de Janeiro.
2.

3. AdAge A-List for 2012
Top ten agencies as ranked by AdAge, across all marketing disciplines.
Social media agency of the year
2011 and 2012 by OMMA / MediaPost.
Most innovative agency
for 2012 by Digiday and One of Five for 2011 by Mashable.

4. Metadata roundup:
More than just page titles.

5. Agenda:
1. Schema.org 2. Open Graph
3. Twitter Card
4. Implementation

6. Schema.org

7. Semantic meta tags generate richer
results in a range of content types.
Yelp uses Schema.org
metadata

8. Best uses for Schema.org
• Local: PostalAddress, Telephone
• Person
• Events – shows, sports, movies, concerts, etc.
• Reviews
• Recipes
• Article summaries
• Content type identification (video)
• Any fact-based information
• New uses coming all the time.

11. Twitter Card

13. Twitter ‘Summary’ card.

14. HTML for Summary card type.

15. Open Graph

16. Key Open Graph attributes.
• Og:title
• Og:type
• Og:description
• Og:URL
• Og:Image

17. Open Graph HTML

18. Google-specific

19. Authorship tag to boost clicks & social
authority via profiles.
• Add the rel=author tag
pointing to G+ Profile
• Have the author add a
link to their G+ Profile >
About > Contributor To
section

20. Rel=Publisher tag.
G+ page
confusion

21. Implementation

22. Schema.org Generators.
schema-creator.org/
microdatagenerator.com/

23. Schema.org Validator
Web-based:
Google Webmaster Tools Rich Snippet Validator
Chrome Plugin:
Microdata Reveal
Deconstruct your
competitors!

24. Tune you CMS for SEO.
If your site is on WordPress, use the SEO Ultimate Plugin
•
Set page titles
•
Set up authorship tag
•
Set up social media meta data
•
Check for technical issues
•
Create XML sitemap
•
Create internal linking
•
Canonicals
For Drupal > SEO Pack
For Joomla > Smart SEO

25. Google email address sync.
• Lots of benefits to having that same email
address used across all your properties.
• G+, YouTube, Google Webmaster
Tools, Etc.
• Rip the Band-Aid off and consider
consolidating if you use multiple accounts.

26. Future proofing:
Add metadata now and you will be
ready when it gets adopted.

27. Questions…

28. hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843