Most search engines reward well-built sites that use structured markup. Find out how Schema can help them understand the intent behind your content and get website noticed by users. This talk was presented at the London Web meetup on 19/03/2015.

1. Better findability
with Schema

2. Ana Gasston
SEO Manager at WBS
@anagasston

3. Google SERP

4. Structured snippets

5. Knowledge Graph

6. Breadcrumbs

7. Sitelinks Search Box

8. Product Listing Ads

9. Rich Snippets

10. 36% of search results show
rich snippets
searchmetrics.com/news-and-events/schema-org-in-google-search-results/

11. Schema types
Review
Product
Recipe

12. Schema types
Event
Video
Article

13. Schema types
Software
Application

14. schema.org

15. Schema languages
• Microformats
• RDFa
• JSON-LD
• Microdata

16. How to use Schema
<div>
<h2>Wolf Hall</h2>
<h3>by <a href="/author/hilary-mantel.html">Hilary
Mantel</a></h3>
<p>4 stars - 78,000 ratings</p>
<p>Publisher: HarperCollins Publishers Ltd - Jan
1, 2009</p>
</div>

17. Microdata
<div itemscope itemtype="http://schema.org/Book">
<h2 itemprop="name">Wolf Hall</h2>
<h3>by <a itemprop="author" href="/author/hilary-
mantel.html">Hilary Mantel</a></h3>
<p itemprop="aggregateRating" itemscope
itemtype="http://schema.org/AggregateRating">
<meta itemprop="bestRating" content="5" />
<span itemprop="ratingValue">4</span> stars - <span
itemprop="ratingCount">78,389</span> ratings</p>
<p>Publisher: <span itemprop="publisher">HarperCollins
Publishers Ltd</span> - <time itemprop="datePublished"
datetime="2009-01-01">Jan 1, 2009</time></p>
</div>

18. JSON-LD
<script type="application/ld+json">
{
"@context" : "http://schema.org",
"@type" : "Book",
"name" : "Wolf Hall",
"author" : {
"@type" : “Person",
"name" : "Hilary Mantel"
},
"datePublished" : “2009-01-01",
"publisher" : {
"@type" : "Organization",
"name" : "HarperCollins Publishers Ltd"
},
"aggregateRating" : {
"@type" : "AggregateRating",
"ratingValue" : "4",
"ratingCount" : "78,000"
}
}
</script>

19. Structured Data Testing Tool
google.com/webmasters/tools/richsnippets

21. Structured Data Markup Helper
google.com/webmasters/markup-helper/

22. Data highlighter
google.com/webmasters/tools/data-highlighter

23. New Testing Tool
developers.google.com/webmasters/structured-data/testing-tool/

24. 0.3% of over 50m domains
analysed use Schema
searchmetrics.com/news-and-events/schema-org-in-google-search-results/

25. Examples of websites that
use structured markup
getschema.org/index.php/List_of_websites_using_Schema.org

29. Thank you
Ana Gasston
@anagasston