SlideShare a Scribd company logo
Structured DataTake Your Website to a New Level with Schema Markup
From a web of Documents & Data
To a web of Information & Entities
Data
Values of qualitative or quantitative variables in raw or unorganized
form such as alphabets, numbers, or symbols that refer to, or
represent, conditions, ideas, or objects
Data
Information
Data
Information
Why do Organizations Process Information?
“Reduce Uncertainty” and “Reduce Equivocality”
Data
Information
Requirements
Available
Consistent
Unambiguous
Reliable
Data
Information
Attributes
Properties (person, animal, or thing)
Characteristics (dimensions, weight, name, … )
Features (aspect, peculiarities, … )
Location(Continent, Country, City … )
Data
Information
Entity
http://schema.org/docs/full.html
Why Use Microdata?
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 Microdata?
Why Use Microdata?
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.
Itemscope & Itemtype
<div>
<h1>Avatar</h1>
<span>Director: James Cameron (born August 16, 1954)</span>
<span>Science fiction</span>
<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:”
Itemscope & Itemtype
<div itemscope>
<h1>Avatar</h1>
<span>Director: James Cameron (born August 16, 1954)</span>
<span>Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html">Trailer</a>
</div>
By adding itemscope, you are specifying that the HTML contained in the
<div>...</div> block is about a particular item.
But it's not all that helpful to specify that there is an item being discussed
without specifying what kind of an item it is. You can specify the type of item
using the itemtype attribute immediately after the itemscope.
Itemscope & Itemtype
<div itemscope itemtype="http://schema.org/Movie">
<h1>Avatar</h1>
<span>Director: James Cameron (born August 16, 1954)</span>
<span>Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html">Trailer</a>
</div>
Itemprop
What additional information can we give search engines about the
movie Avatar?
Movies have interesting properties such as actors, director, ratings.
To label properties of an item, use the itemprop attribute.
For example, to identify the director of a movie, add
itemprop="director" to the element enclosing the director's name.
Itemprop
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemprop=“name”>Avatar</h1>
<span>Director: <span itemprop=“director”> James Cameron</span> (born
August 16, 1954)</span>
<span>Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a>
</div>
This specifies that the item contained in the div is in fact a Movie, as defined in
the schema.org type hierarchy. Item types are provided as URLs, in this case
http://schema.org/Movie
http://schema.org/Person
Nesting Properties
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemprop=“name”>Avatar</h1>
<span>Director: <span itemprop=“director”> James Cameron</span> (born August 16,
1954)</span>
<span>Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a>
</div>
<div itemscope itemtype=http://schema.org/Movie>
<h1 itemprop="name">Avatar</h1>
<div itemprop="director" itemscope itemtype=http://schema.org/Person>
<span>Director: <span itemprop="givenName"> James</span> <span
itemprop="familyName">Cameron</span> (born August 16, 1954)</span>
<meta itemprop="birthDate" content ="1954-08-16" />
</div>
<span>Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a>
</div>
Before…
After…
https://developers.google.com/structured-data/testing-tool/
http://www.google.com/webmasters/tools/richsnippets
Meta Tags with Content
“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.
How to Proceed
Useful Tips
Develop a Model
Identify the Element which best fits with your market segment
(Travel, E-commerce, Legal, Manufacturing, Adult
Entertainment…)
Header
Footer
SidebarMainContentofPage
Test Test and Test again!
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!
Sante J. Achille
• 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?
• He thinks: “people should speak less and think more!
https://www.google.com/search?q=sante+j.+achille
https://www.evernote.com/pub/sjachille/cv
@sjachille

More Related Content

What's hot

Working of search engine
Working of search engineWorking of search engine
Working of search engine
Nikhil Deswal
 
Search Engines and its working
Search Engines and its workingSearch Engines and its working
Search Engines and its working
Mukesh Kumar
 
How a search engine works slide
How a search engine works slideHow a search engine works slide
How a search engine works slide
Sovan Misra
 
Cap 233 how search works
Cap 233 how search worksCap 233 how search works
Cap 233 how search works
James FitzGerald
 
What is Structured Data?
What is Structured Data?What is Structured Data?
What is Structured Data?
Abhishek Kumar
 
Successful Site Architecture
Successful Site ArchitectureSuccessful Site Architecture
Successful Site Architecture
Matt Bailey
 
Search engine
Search engine Search engine
Search engine
AbinashranaSingh
 
Search engine
Search engineSearch engine
Search engine
Chinmay Patel
 
Bridging The Google Gap
Bridging The Google GapBridging The Google Gap
Bridging The Google Gap
Darrell W. Gunter
 
Google ppt by amit
Google ppt by amitGoogle ppt by amit
Google ppt by amit
DAVV
 
Google searching techniques
Google searching techniquesGoogle searching techniques
Google searching techniques
abbas mohd
 
Analysis of websites as graphs for SEO
Analysis of websites as graphs for SEOAnalysis of websites as graphs for SEO
Analysis of websites as graphs for SEO
Rubén Martínez
 
Advanced on-page SEO 2013
Advanced on-page SEO 2013Advanced on-page SEO 2013
Advanced on-page SEO 2013
Rubén Martínez
 
Semantic search
Semantic searchSemantic search
Semantic search
Bill Slawski
 
IST 561 Spring 2007--Session7, Sources of Information
IST 561 Spring 2007--Session7, Sources of InformationIST 561 Spring 2007--Session7, Sources of Information
IST 561 Spring 2007--Session7, Sources of Information
D.A. Garofalo
 
working of search engine & SEO
working of search engine & SEOworking of search engine & SEO
working of search engine & SEO
Deepak Singh
 

What's hot (16)

Working of search engine
Working of search engineWorking of search engine
Working of search engine
 
Search Engines and its working
Search Engines and its workingSearch Engines and its working
Search Engines and its working
 
How a search engine works slide
How a search engine works slideHow a search engine works slide
How a search engine works slide
 
Cap 233 how search works
Cap 233 how search worksCap 233 how search works
Cap 233 how search works
 
What is Structured Data?
What is Structured Data?What is Structured Data?
What is Structured Data?
 
Successful Site Architecture
Successful Site ArchitectureSuccessful Site Architecture
Successful Site Architecture
 
Search engine
Search engine Search engine
Search engine
 
Search engine
Search engineSearch engine
Search engine
 
Bridging The Google Gap
Bridging The Google GapBridging The Google Gap
Bridging The Google Gap
 
Google ppt by amit
Google ppt by amitGoogle ppt by amit
Google ppt by amit
 
Google searching techniques
Google searching techniquesGoogle searching techniques
Google searching techniques
 
Analysis of websites as graphs for SEO
Analysis of websites as graphs for SEOAnalysis of websites as graphs for SEO
Analysis of websites as graphs for SEO
 
Advanced on-page SEO 2013
Advanced on-page SEO 2013Advanced on-page SEO 2013
Advanced on-page SEO 2013
 
Semantic search
Semantic searchSemantic search
Semantic search
 
IST 561 Spring 2007--Session7, Sources of Information
IST 561 Spring 2007--Session7, Sources of InformationIST 561 Spring 2007--Session7, Sources of Information
IST 561 Spring 2007--Session7, Sources of Information
 
working of search engine & SEO
working of search engine & SEOworking of search engine & SEO
working of search engine & SEO
 

Viewers also liked

#RIMC15 - The Other Side of Optimisation: Improving Internal Productivity & E...
#RIMC15 - The Other Side of Optimisation: Improving Internal Productivity & E...#RIMC15 - The Other Side of Optimisation: Improving Internal Productivity & E...
#RIMC15 - The Other Side of Optimisation: Improving Internal Productivity & E...
Alex Moss
 
What the Adoption of schema.org Tells about Linked Open Data
What the Adoption of schema.org Tells about Linked Open DataWhat the Adoption of schema.org Tells about Linked Open Data
What the Adoption of schema.org Tells about Linked Open Data
Heiko Paulheim
 
Jaws in Space - How to develop & pitch creative ideas
Jaws in Space - How to develop & pitch creative ideasJaws in Space - How to develop & pitch creative ideas
Jaws in Space - How to develop & pitch creative ideas
Hannah Smith
 
BrightonSEO - David Naylor 10th April 2015
BrightonSEO - David Naylor 10th April 2015BrightonSEO - David Naylor 10th April 2015
BrightonSEO - David Naylor 10th April 2015
David Naylor
 
ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (Br...
ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (Br...ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (Br...
ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (Br...
Rob Bucci
 
10 Ways to Build a Link in 20 Minutes Flat + Bonus Content
10 Ways to Build a Link in 20 Minutes Flat + Bonus Content10 Ways to Build a Link in 20 Minutes Flat + Bonus Content
10 Ways to Build a Link in 20 Minutes Flat + Bonus Content
Matthew Barby
 
BrightonSEO - Proactive Competitive Intelligence or “Where the *^%&# Should I...
BrightonSEO - Proactive Competitive Intelligence or “Where the *^%&# Should I...BrightonSEO - Proactive Competitive Intelligence or “Where the *^%&# Should I...
BrightonSEO - Proactive Competitive Intelligence or “Where the *^%&# Should I...
AlexandraTachalova
 
Social Image Sharing for BrightonSEO 2015
Social Image Sharing for BrightonSEO 2015Social Image Sharing for BrightonSEO 2015
Social Image Sharing for BrightonSEO 2015
Erica McGillivray
 
#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright
#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright
#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright
Branded3
 
Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tai...
Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tai...Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tai...
Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tai...
Simon Penson
 
Brighton April 2015 - Schema, JSON-LD & the semantic web
Brighton April 2015 - Schema, JSON-LD & the semantic webBrighton April 2015 - Schema, JSON-LD & the semantic web
Brighton April 2015 - Schema, JSON-LD & the semantic web
Kirsty Hulse
 
SEO | The four main types of Cannibalisation affecting the visibility of your...
SEO | The four main types of Cannibalisation affecting the visibility of your...SEO | The four main types of Cannibalisation affecting the visibility of your...
SEO | The four main types of Cannibalisation affecting the visibility of your...
Jon Earnshaw
 
Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse -...
Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse -...Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse -...
Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse -...
Linkdex
 
Making your Competitions Fun - Iain Haywood - Brighton SEO 2015 Presentation
Making your Competitions Fun - Iain Haywood - Brighton SEO 2015 PresentationMaking your Competitions Fun - Iain Haywood - Brighton SEO 2015 Presentation
Making your Competitions Fun - Iain Haywood - Brighton SEO 2015 Presentation
The Competition Agency
 
BrightonSEO 2015: How good UX can improve SEO
BrightonSEO 2015: How good UX can improve SEOBrightonSEO 2015: How good UX can improve SEO
BrightonSEO 2015: How good UX can improve SEO
Mariana Morris
 
Ecommerce SEO: Boosting visibility with faceted navigation | Slides from Brig...
Ecommerce SEO: Boosting visibility with faceted navigation | Slides from Brig...Ecommerce SEO: Boosting visibility with faceted navigation | Slides from Brig...
Ecommerce SEO: Boosting visibility with faceted navigation | Slides from Brig...
Allotment Digital Marketing
 
Ten Lessons in Designing Content for Mobile
Ten Lessons in Designing Content for MobileTen Lessons in Designing Content for Mobile
Ten Lessons in Designing Content for Mobile
Vicke Cheung
 
DIY Data Visualisation to Fuel Your Content Marketing Strategy
DIY Data Visualisation to Fuel Your Content Marketing StrategyDIY Data Visualisation to Fuel Your Content Marketing Strategy
DIY Data Visualisation to Fuel Your Content Marketing Strategy
Krystian Szastok
 
A Supercharged Approach To PR SEO Success
A Supercharged Approach To PR SEO SuccessA Supercharged Approach To PR SEO Success
A Supercharged Approach To PR SEO Success
Rebecca Lee
 
How to Spot a Bear - An Intro to Machine Learning for SEO
How to Spot a Bear - An Intro to Machine Learning for SEOHow to Spot a Bear - An Intro to Machine Learning for SEO
How to Spot a Bear - An Intro to Machine Learning for SEO
Tom Anthony
 

Viewers also liked (20)

#RIMC15 - The Other Side of Optimisation: Improving Internal Productivity & E...
#RIMC15 - The Other Side of Optimisation: Improving Internal Productivity & E...#RIMC15 - The Other Side of Optimisation: Improving Internal Productivity & E...
#RIMC15 - The Other Side of Optimisation: Improving Internal Productivity & E...
 
What the Adoption of schema.org Tells about Linked Open Data
What the Adoption of schema.org Tells about Linked Open DataWhat the Adoption of schema.org Tells about Linked Open Data
What the Adoption of schema.org Tells about Linked Open Data
 
Jaws in Space - How to develop & pitch creative ideas
Jaws in Space - How to develop & pitch creative ideasJaws in Space - How to develop & pitch creative ideas
Jaws in Space - How to develop & pitch creative ideas
 
BrightonSEO - David Naylor 10th April 2015
BrightonSEO - David Naylor 10th April 2015BrightonSEO - David Naylor 10th April 2015
BrightonSEO - David Naylor 10th April 2015
 
ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (Br...
ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (Br...ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (Br...
ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (Br...
 
10 Ways to Build a Link in 20 Minutes Flat + Bonus Content
10 Ways to Build a Link in 20 Minutes Flat + Bonus Content10 Ways to Build a Link in 20 Minutes Flat + Bonus Content
10 Ways to Build a Link in 20 Minutes Flat + Bonus Content
 
BrightonSEO - Proactive Competitive Intelligence or “Where the *^%&# Should I...
BrightonSEO - Proactive Competitive Intelligence or “Where the *^%&# Should I...BrightonSEO - Proactive Competitive Intelligence or “Where the *^%&# Should I...
BrightonSEO - Proactive Competitive Intelligence or “Where the *^%&# Should I...
 
Social Image Sharing for BrightonSEO 2015
Social Image Sharing for BrightonSEO 2015Social Image Sharing for BrightonSEO 2015
Social Image Sharing for BrightonSEO 2015
 
#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright
#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright
#BrightonSEO: Guerilla User Testing for Search - Stephen Kenwright
 
Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tai...
Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tai...Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tai...
Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tai...
 
Brighton April 2015 - Schema, JSON-LD & the semantic web
Brighton April 2015 - Schema, JSON-LD & the semantic webBrighton April 2015 - Schema, JSON-LD & the semantic web
Brighton April 2015 - Schema, JSON-LD & the semantic web
 
SEO | The four main types of Cannibalisation affecting the visibility of your...
SEO | The four main types of Cannibalisation affecting the visibility of your...SEO | The four main types of Cannibalisation affecting the visibility of your...
SEO | The four main types of Cannibalisation affecting the visibility of your...
 
Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse -...
Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse -...Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse -...
Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse -...
 
Making your Competitions Fun - Iain Haywood - Brighton SEO 2015 Presentation
Making your Competitions Fun - Iain Haywood - Brighton SEO 2015 PresentationMaking your Competitions Fun - Iain Haywood - Brighton SEO 2015 Presentation
Making your Competitions Fun - Iain Haywood - Brighton SEO 2015 Presentation
 
BrightonSEO 2015: How good UX can improve SEO
BrightonSEO 2015: How good UX can improve SEOBrightonSEO 2015: How good UX can improve SEO
BrightonSEO 2015: How good UX can improve SEO
 
Ecommerce SEO: Boosting visibility with faceted navigation | Slides from Brig...
Ecommerce SEO: Boosting visibility with faceted navigation | Slides from Brig...Ecommerce SEO: Boosting visibility with faceted navigation | Slides from Brig...
Ecommerce SEO: Boosting visibility with faceted navigation | Slides from Brig...
 
Ten Lessons in Designing Content for Mobile
Ten Lessons in Designing Content for MobileTen Lessons in Designing Content for Mobile
Ten Lessons in Designing Content for Mobile
 
DIY Data Visualisation to Fuel Your Content Marketing Strategy
DIY Data Visualisation to Fuel Your Content Marketing StrategyDIY Data Visualisation to Fuel Your Content Marketing Strategy
DIY Data Visualisation to Fuel Your Content Marketing Strategy
 
A Supercharged Approach To PR SEO Success
A Supercharged Approach To PR SEO SuccessA Supercharged Approach To PR SEO Success
A Supercharged Approach To PR SEO Success
 
How to Spot a Bear - An Intro to Machine Learning for SEO
How to Spot a Bear - An Intro to Machine Learning for SEOHow to Spot a Bear - An Intro to Machine Learning for SEO
How to Spot a Bear - An Intro to Machine Learning for SEO
 

Similar to Schemas >> Schema.org >> Take Your Website to a New Level with Schema Markup

Winning SEO Using Schema Markup and Structured Data
Winning SEO Using Schema Markup and Structured DataWinning SEO Using Schema Markup and Structured Data
Winning SEO Using Schema Markup and Structured Data
Marc Trimble
 
Microdata semantic-extend
Microdata semantic-extendMicrodata semantic-extend
Microdata semantic-extend
Seek Tan
 
SP Fest Denver - Taking User Profiles to New Heights!
SP Fest Denver - Taking User Profiles to New Heights!SP Fest Denver - Taking User Profiles to New Heights!
SP Fest Denver - Taking User Profiles to New Heights!
Stacy Deere
 
SP Fest Chicago - User Profiles: I Didn’t Know I Could Do That!!
SP Fest Chicago - User Profiles:  I Didn’t Know I Could Do That!!SP Fest Chicago - User Profiles:  I Didn’t Know I Could Do That!!
SP Fest Chicago - User Profiles: I Didn’t Know I Could Do That!!
Stacy Deere
 
SPS Chicago Suburbs - Taking User Profiles to New Heights!
SPS Chicago Suburbs - Taking User Profiles to New Heights!SPS Chicago Suburbs - Taking User Profiles to New Heights!
SPS Chicago Suburbs - Taking User Profiles to New Heights!
Stacy Deere
 
Structured SEO Data Overview and How To
Structured SEO Data Overview and How ToStructured SEO Data Overview and How To
Structured SEO Data Overview and How To
cgmonroe
 
What Are Rich Snippets?
What Are Rich Snippets?What Are Rich Snippets?
What Are Rich Snippets?
Mathew_Hammond
 
SEO for Content Marketing
SEO for Content MarketingSEO for Content Marketing
SEO for Content Marketing
Andrea Stark
 
SEO for Content Marketing
SEO for Content MarketingSEO for Content Marketing
SEO for Content Marketing
SPROUT Content
 
Linked Data Presentation at TDWI Mpls
Linked Data Presentation at TDWI MplsLinked Data Presentation at TDWI Mpls
Linked Data Presentation at TDWI Mpls
Jay Myers
 
Hypermedia In Practice - FamilySearch Developers Conference 2014
Hypermedia In Practice - FamilySearch Developers Conference 2014Hypermedia In Practice - FamilySearch Developers Conference 2014
Hypermedia In Practice - FamilySearch Developers Conference 2014
Ryan Heaton
 
Structured SEO Data: An overview and how to for Drupal
Structured SEO Data:  An overview and how to for DrupalStructured SEO Data:  An overview and how to for Drupal
Structured SEO Data: An overview and how to for Drupal
cgmonroe
 
Html microdata
Html microdataHtml microdata
Html microdata
AbhishekMondal42
 
Everything You Didn't Know About Entity SEO
Everything You Didn't Know About Entity SEO Everything You Didn't Know About Entity SEO
Everything You Didn't Know About Entity SEO
Sara Taher
 
Your Content, Your Search, Your Decision
Your Content, Your Search, Your DecisionYour Content, Your Search, Your Decision
Your Content, Your Search, Your Decision
Agnes Molnar
 
Using XPath in Selenium_ All you need to know.pdf
Using XPath in Selenium_ All you need to know.pdfUsing XPath in Selenium_ All you need to know.pdf
Using XPath in Selenium_ All you need to know.pdf
RobertMartin69776
 
Connecting the Unconnected using GraphDB - Tel Aviv Summit 2018
Connecting the Unconnected using GraphDB - Tel Aviv Summit 2018Connecting the Unconnected using GraphDB - Tel Aviv Summit 2018
Connecting the Unconnected using GraphDB - Tel Aviv Summit 2018
Amazon Web Services
 
Semantic framework for web scraping.
Semantic framework for web scraping.Semantic framework for web scraping.
Semantic framework for web scraping.
Shyjal Raazi
 
User Profiles: I Didn't Know I Could Do That (Updated Demo)
User Profiles:  I Didn't Know I Could Do That (Updated Demo)User Profiles:  I Didn't Know I Could Do That (Updated Demo)
User Profiles: I Didn't Know I Could Do That (Updated Demo)
Stacy Deere
 
User Profiles: I Didn't Know I Could Do That!!
User Profiles:  I Didn't Know I Could Do That!!User Profiles:  I Didn't Know I Could Do That!!
User Profiles: I Didn't Know I Could Do That!!
Stacy Deere
 

Similar to Schemas >> Schema.org >> Take Your Website to a New Level with Schema Markup (20)

Winning SEO Using Schema Markup and Structured Data
Winning SEO Using Schema Markup and Structured DataWinning SEO Using Schema Markup and Structured Data
Winning SEO Using Schema Markup and Structured Data
 
Microdata semantic-extend
Microdata semantic-extendMicrodata semantic-extend
Microdata semantic-extend
 
SP Fest Denver - Taking User Profiles to New Heights!
SP Fest Denver - Taking User Profiles to New Heights!SP Fest Denver - Taking User Profiles to New Heights!
SP Fest Denver - Taking User Profiles to New Heights!
 
SP Fest Chicago - User Profiles: I Didn’t Know I Could Do That!!
SP Fest Chicago - User Profiles:  I Didn’t Know I Could Do That!!SP Fest Chicago - User Profiles:  I Didn’t Know I Could Do That!!
SP Fest Chicago - User Profiles: I Didn’t Know I Could Do That!!
 
SPS Chicago Suburbs - Taking User Profiles to New Heights!
SPS Chicago Suburbs - Taking User Profiles to New Heights!SPS Chicago Suburbs - Taking User Profiles to New Heights!
SPS Chicago Suburbs - Taking User Profiles to New Heights!
 
Structured SEO Data Overview and How To
Structured SEO Data Overview and How ToStructured SEO Data Overview and How To
Structured SEO Data Overview and How To
 
What Are Rich Snippets?
What Are Rich Snippets?What Are Rich Snippets?
What Are Rich Snippets?
 
SEO for Content Marketing
SEO for Content MarketingSEO for Content Marketing
SEO for Content Marketing
 
SEO for Content Marketing
SEO for Content MarketingSEO for Content Marketing
SEO for Content Marketing
 
Linked Data Presentation at TDWI Mpls
Linked Data Presentation at TDWI MplsLinked Data Presentation at TDWI Mpls
Linked Data Presentation at TDWI Mpls
 
Hypermedia In Practice - FamilySearch Developers Conference 2014
Hypermedia In Practice - FamilySearch Developers Conference 2014Hypermedia In Practice - FamilySearch Developers Conference 2014
Hypermedia In Practice - FamilySearch Developers Conference 2014
 
Structured SEO Data: An overview and how to for Drupal
Structured SEO Data:  An overview and how to for DrupalStructured SEO Data:  An overview and how to for Drupal
Structured SEO Data: An overview and how to for Drupal
 
Html microdata
Html microdataHtml microdata
Html microdata
 
Everything You Didn't Know About Entity SEO
Everything You Didn't Know About Entity SEO Everything You Didn't Know About Entity SEO
Everything You Didn't Know About Entity SEO
 
Your Content, Your Search, Your Decision
Your Content, Your Search, Your DecisionYour Content, Your Search, Your Decision
Your Content, Your Search, Your Decision
 
Using XPath in Selenium_ All you need to know.pdf
Using XPath in Selenium_ All you need to know.pdfUsing XPath in Selenium_ All you need to know.pdf
Using XPath in Selenium_ All you need to know.pdf
 
Connecting the Unconnected using GraphDB - Tel Aviv Summit 2018
Connecting the Unconnected using GraphDB - Tel Aviv Summit 2018Connecting the Unconnected using GraphDB - Tel Aviv Summit 2018
Connecting the Unconnected using GraphDB - Tel Aviv Summit 2018
 
Semantic framework for web scraping.
Semantic framework for web scraping.Semantic framework for web scraping.
Semantic framework for web scraping.
 
User Profiles: I Didn't Know I Could Do That (Updated Demo)
User Profiles:  I Didn't Know I Could Do That (Updated Demo)User Profiles:  I Didn't Know I Could Do That (Updated Demo)
User Profiles: I Didn't Know I Could Do That (Updated Demo)
 
User Profiles: I Didn't Know I Could Do That!!
User Profiles:  I Didn't Know I Could Do That!!User Profiles:  I Didn't Know I Could Do That!!
User Profiles: I Didn't Know I Could Do That!!
 

More from Sante J. Achille

2023.064.Tbexcon.com.GA4_and_Beyond_2.pptx
2023.064.Tbexcon.com.GA4_and_Beyond_2.pptx2023.064.Tbexcon.com.GA4_and_Beyond_2.pptx
2023.064.Tbexcon.com.GA4_and_Beyond_2.pptx
Sante J. Achille
 
A Simple method to Create Content using NLP
A Simple method to Create Content using NLP A Simple method to Create Content using NLP
A Simple method to Create Content using NLP
Sante J. Achille
 
Majestic Workshop on Backlinks and Link Building
Majestic Workshop on Backlinks and Link BuildingMajestic Workshop on Backlinks and Link Building
Majestic Workshop on Backlinks and Link Building
Sante J. Achille
 
The Semantic Web for Travel and Tourism
The Semantic Web for Travel and TourismThe Semantic Web for Travel and Tourism
The Semantic Web for Travel and Tourism
Sante J. Achille
 
Advanced Structured Data Principles and Applications
Advanced Structured Data Principles and ApplicationsAdvanced Structured Data Principles and Applications
Advanced Structured Data Principles and Applications
Sante J. Achille
 
From a Web of Documents to a Web of Things and Places
From a Web of Documents to a Web of Things and PlacesFrom a Web of Documents to a Web of Things and Places
From a Web of Documents to a Web of Things and Places
Sante J. Achille
 
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual WebsitesPrinciples of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Sante J. Achille
 
Strategie di Digital Marketing
Strategie di Digital Marketing Strategie di Digital Marketing
Strategie di Digital Marketing
Sante J. Achille
 
Come fare una Offerta SEO Efficace che vende
Come fare una Offerta SEO Efficace che vendeCome fare una Offerta SEO Efficace che vende
Come fare una Offerta SEO Efficace che vende
Sante J. Achille
 
JSON-LD, Schema.org, and Structured data
JSON-LD, Schema.org, and Structured dataJSON-LD, Schema.org, and Structured data
JSON-LD, Schema.org, and Structured data
Sante J. Achille
 
JSON-LD e Schema.org per il Web Semantico: SMX milano 2015
JSON-LD e Schema.org per il Web Semantico: SMX milano 2015JSON-LD e Schema.org per il Web Semantico: SMX milano 2015
JSON-LD e Schema.org per il Web Semantico: SMX milano 2015
Sante J. Achille
 
How to implement Schemas using schema.org on your website >> SMX London 2015
How to implement Schemas using schema.org on your website >> SMX London 2015How to implement Schemas using schema.org on your website >> SMX London 2015
How to implement Schemas using schema.org on your website >> SMX London 2015
Sante J. Achille
 
Smw rome2014-sante j-achille
Smw rome2014-sante j-achilleSmw rome2014-sante j-achille
Smw rome2014-sante j-achille
Sante J. Achille
 
La velocità delle evoluzioni nella cultura della progettazione
La velocità delle evoluzioni nella cultura della progettazioneLa velocità delle evoluzioni nella cultura della progettazione
La velocità delle evoluzioni nella cultura della progettazione
Sante J. Achille
 
BIT 2014, SEO per Hotels
BIT 2014, SEO per Hotels BIT 2014, SEO per Hotels
BIT 2014, SEO per Hotels
Sante J. Achille
 
Creare il Blog Ideale integrato con i Social Media
Creare il Blog Ideale integrato con i Social MediaCreare il Blog Ideale integrato con i Social Media
Creare il Blog Ideale integrato con i Social Media
Sante J. Achille
 
Presentazione.Gt.2.2007
Presentazione.Gt.2.2007Presentazione.Gt.2.2007
Presentazione.Gt.2.2007
Sante J. Achille
 

More from Sante J. Achille (17)

2023.064.Tbexcon.com.GA4_and_Beyond_2.pptx
2023.064.Tbexcon.com.GA4_and_Beyond_2.pptx2023.064.Tbexcon.com.GA4_and_Beyond_2.pptx
2023.064.Tbexcon.com.GA4_and_Beyond_2.pptx
 
A Simple method to Create Content using NLP
A Simple method to Create Content using NLP A Simple method to Create Content using NLP
A Simple method to Create Content using NLP
 
Majestic Workshop on Backlinks and Link Building
Majestic Workshop on Backlinks and Link BuildingMajestic Workshop on Backlinks and Link Building
Majestic Workshop on Backlinks and Link Building
 
The Semantic Web for Travel and Tourism
The Semantic Web for Travel and TourismThe Semantic Web for Travel and Tourism
The Semantic Web for Travel and Tourism
 
Advanced Structured Data Principles and Applications
Advanced Structured Data Principles and ApplicationsAdvanced Structured Data Principles and Applications
Advanced Structured Data Principles and Applications
 
From a Web of Documents to a Web of Things and Places
From a Web of Documents to a Web of Things and PlacesFrom a Web of Documents to a Web of Things and Places
From a Web of Documents to a Web of Things and Places
 
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual WebsitesPrinciples of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
 
Strategie di Digital Marketing
Strategie di Digital Marketing Strategie di Digital Marketing
Strategie di Digital Marketing
 
Come fare una Offerta SEO Efficace che vende
Come fare una Offerta SEO Efficace che vendeCome fare una Offerta SEO Efficace che vende
Come fare una Offerta SEO Efficace che vende
 
JSON-LD, Schema.org, and Structured data
JSON-LD, Schema.org, and Structured dataJSON-LD, Schema.org, and Structured data
JSON-LD, Schema.org, and Structured data
 
JSON-LD e Schema.org per il Web Semantico: SMX milano 2015
JSON-LD e Schema.org per il Web Semantico: SMX milano 2015JSON-LD e Schema.org per il Web Semantico: SMX milano 2015
JSON-LD e Schema.org per il Web Semantico: SMX milano 2015
 
How to implement Schemas using schema.org on your website >> SMX London 2015
How to implement Schemas using schema.org on your website >> SMX London 2015How to implement Schemas using schema.org on your website >> SMX London 2015
How to implement Schemas using schema.org on your website >> SMX London 2015
 
Smw rome2014-sante j-achille
Smw rome2014-sante j-achilleSmw rome2014-sante j-achille
Smw rome2014-sante j-achille
 
La velocità delle evoluzioni nella cultura della progettazione
La velocità delle evoluzioni nella cultura della progettazioneLa velocità delle evoluzioni nella cultura della progettazione
La velocità delle evoluzioni nella cultura della progettazione
 
BIT 2014, SEO per Hotels
BIT 2014, SEO per Hotels BIT 2014, SEO per Hotels
BIT 2014, SEO per Hotels
 
Creare il Blog Ideale integrato con i Social Media
Creare il Blog Ideale integrato con i Social MediaCreare il Blog Ideale integrato con i Social Media
Creare il Blog Ideale integrato con i Social Media
 
Presentazione.Gt.2.2007
Presentazione.Gt.2.2007Presentazione.Gt.2.2007
Presentazione.Gt.2.2007
 

Recently uploaded

留学学历(UoA毕业证)奥克兰大学毕业证成绩单官方原版办理
留学学历(UoA毕业证)奥克兰大学毕业证成绩单官方原版办理留学学历(UoA毕业证)奥克兰大学毕业证成绩单官方原版办理
留学学历(UoA毕业证)奥克兰大学毕业证成绩单官方原版办理
bseovas
 
Discover the benefits of outsourcing SEO to India
Discover the benefits of outsourcing SEO to IndiaDiscover the benefits of outsourcing SEO to India
Discover the benefits of outsourcing SEO to India
davidjhones387
 
Understanding User Behavior with Google Analytics.pdf
Understanding User Behavior with Google Analytics.pdfUnderstanding User Behavior with Google Analytics.pdf
Understanding User Behavior with Google Analytics.pdf
SEO Article Boost
 
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
uehowe
 
学位认证网(DU毕业证)迪肯大学毕业证成绩单一比一原版制作
学位认证网(DU毕业证)迪肯大学毕业证成绩单一比一原版制作学位认证网(DU毕业证)迪肯大学毕业证成绩单一比一原版制作
学位认证网(DU毕业证)迪肯大学毕业证成绩单一比一原版制作
zyfovom
 
不能毕业如何获得(USYD毕业证)悉尼大学毕业证成绩单一比一原版制作
不能毕业如何获得(USYD毕业证)悉尼大学毕业证成绩单一比一原版制作不能毕业如何获得(USYD毕业证)悉尼大学毕业证成绩单一比一原版制作
不能毕业如何获得(USYD毕业证)悉尼大学毕业证成绩单一比一原版制作
bseovas
 
7 Best Cloud Hosting Services to Try Out in 2024
7 Best Cloud Hosting Services to Try Out in 20247 Best Cloud Hosting Services to Try Out in 2024
7 Best Cloud Hosting Services to Try Out in 2024
Danica Gill
 
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
uehowe
 
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024
APNIC
 
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
fovkoyb
 
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
ysasp1
 
可查真实(Monash毕业证)西澳大学毕业证成绩单退学买
可查真实(Monash毕业证)西澳大学毕业证成绩单退学买可查真实(Monash毕业证)西澳大学毕业证成绩单退学买
可查真实(Monash毕业证)西澳大学毕业证成绩单退学买
cuobya
 
一比一原版(SLU毕业证)圣路易斯大学毕业证成绩单专业办理
一比一原版(SLU毕业证)圣路易斯大学毕业证成绩单专业办理一比一原版(SLU毕业证)圣路易斯大学毕业证成绩单专业办理
一比一原版(SLU毕业证)圣路易斯大学毕业证成绩单专业办理
keoku
 
Ready to Unlock the Power of Blockchain!
Ready to Unlock the Power of Blockchain!Ready to Unlock the Power of Blockchain!
Ready to Unlock the Power of Blockchain!
Toptal Tech
 
一比一原版(CSU毕业证)加利福尼亚州立大学毕业证成绩单专业办理
一比一原版(CSU毕业证)加利福尼亚州立大学毕业证成绩单专业办理一比一原版(CSU毕业证)加利福尼亚州立大学毕业证成绩单专业办理
一比一原版(CSU毕业证)加利福尼亚州立大学毕业证成绩单专业办理
ufdana
 
制作原版1:1(Monash毕业证)莫纳什大学毕业证成绩单办理假
制作原版1:1(Monash毕业证)莫纳什大学毕业证成绩单办理假制作原版1:1(Monash毕业证)莫纳什大学毕业证成绩单办理假
制作原版1:1(Monash毕业证)莫纳什大学毕业证成绩单办理假
ukwwuq
 
重新申请毕业证书(RMIT毕业证)皇家墨尔本理工大学毕业证成绩单精仿办理
重新申请毕业证书(RMIT毕业证)皇家墨尔本理工大学毕业证成绩单精仿办理重新申请毕业证书(RMIT毕业证)皇家墨尔本理工大学毕业证成绩单精仿办理
重新申请毕业证书(RMIT毕业证)皇家墨尔本理工大学毕业证成绩单精仿办理
vmemo1
 
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdf
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdfMeet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdf
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdf
Florence Consulting
 
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
xjq03c34
 
Search Result Showing My Post is Now Buried
Search Result Showing My Post is Now BuriedSearch Result Showing My Post is Now Buried
Search Result Showing My Post is Now Buried
Trish Parr
 

Recently uploaded (20)

留学学历(UoA毕业证)奥克兰大学毕业证成绩单官方原版办理
留学学历(UoA毕业证)奥克兰大学毕业证成绩单官方原版办理留学学历(UoA毕业证)奥克兰大学毕业证成绩单官方原版办理
留学学历(UoA毕业证)奥克兰大学毕业证成绩单官方原版办理
 
Discover the benefits of outsourcing SEO to India
Discover the benefits of outsourcing SEO to IndiaDiscover the benefits of outsourcing SEO to India
Discover the benefits of outsourcing SEO to India
 
Understanding User Behavior with Google Analytics.pdf
Understanding User Behavior with Google Analytics.pdfUnderstanding User Behavior with Google Analytics.pdf
Understanding User Behavior with Google Analytics.pdf
 
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
 
学位认证网(DU毕业证)迪肯大学毕业证成绩单一比一原版制作
学位认证网(DU毕业证)迪肯大学毕业证成绩单一比一原版制作学位认证网(DU毕业证)迪肯大学毕业证成绩单一比一原版制作
学位认证网(DU毕业证)迪肯大学毕业证成绩单一比一原版制作
 
不能毕业如何获得(USYD毕业证)悉尼大学毕业证成绩单一比一原版制作
不能毕业如何获得(USYD毕业证)悉尼大学毕业证成绩单一比一原版制作不能毕业如何获得(USYD毕业证)悉尼大学毕业证成绩单一比一原版制作
不能毕业如何获得(USYD毕业证)悉尼大学毕业证成绩单一比一原版制作
 
7 Best Cloud Hosting Services to Try Out in 2024
7 Best Cloud Hosting Services to Try Out in 20247 Best Cloud Hosting Services to Try Out in 2024
7 Best Cloud Hosting Services to Try Out in 2024
 
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
 
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024
 
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
 
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
 
可查真实(Monash毕业证)西澳大学毕业证成绩单退学买
可查真实(Monash毕业证)西澳大学毕业证成绩单退学买可查真实(Monash毕业证)西澳大学毕业证成绩单退学买
可查真实(Monash毕业证)西澳大学毕业证成绩单退学买
 
一比一原版(SLU毕业证)圣路易斯大学毕业证成绩单专业办理
一比一原版(SLU毕业证)圣路易斯大学毕业证成绩单专业办理一比一原版(SLU毕业证)圣路易斯大学毕业证成绩单专业办理
一比一原版(SLU毕业证)圣路易斯大学毕业证成绩单专业办理
 
Ready to Unlock the Power of Blockchain!
Ready to Unlock the Power of Blockchain!Ready to Unlock the Power of Blockchain!
Ready to Unlock the Power of Blockchain!
 
一比一原版(CSU毕业证)加利福尼亚州立大学毕业证成绩单专业办理
一比一原版(CSU毕业证)加利福尼亚州立大学毕业证成绩单专业办理一比一原版(CSU毕业证)加利福尼亚州立大学毕业证成绩单专业办理
一比一原版(CSU毕业证)加利福尼亚州立大学毕业证成绩单专业办理
 
制作原版1:1(Monash毕业证)莫纳什大学毕业证成绩单办理假
制作原版1:1(Monash毕业证)莫纳什大学毕业证成绩单办理假制作原版1:1(Monash毕业证)莫纳什大学毕业证成绩单办理假
制作原版1:1(Monash毕业证)莫纳什大学毕业证成绩单办理假
 
重新申请毕业证书(RMIT毕业证)皇家墨尔本理工大学毕业证成绩单精仿办理
重新申请毕业证书(RMIT毕业证)皇家墨尔本理工大学毕业证成绩单精仿办理重新申请毕业证书(RMIT毕业证)皇家墨尔本理工大学毕业证成绩单精仿办理
重新申请毕业证书(RMIT毕业证)皇家墨尔本理工大学毕业证成绩单精仿办理
 
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdf
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdfMeet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdf
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdf
 
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
 
Search Result Showing My Post is Now Buried
Search Result Showing My Post is Now BuriedSearch Result Showing My Post is Now Buried
Search Result Showing My Post is Now Buried
 

Schemas >> Schema.org >> Take Your Website to a New Level with Schema Markup

  • 1. Structured DataTake Your Website to a New Level with Schema Markup From a web of Documents & Data To a web of Information & Entities
  • 2. Data Values of qualitative or quantitative variables in raw or unorganized form such as alphabets, numbers, or symbols that refer to, or represent, conditions, ideas, or objects
  • 4. Data Information Why do Organizations Process Information? “Reduce Uncertainty” and “Reduce Equivocality”
  • 6. Data Information Attributes Properties (person, animal, or thing) Characteristics (dimensions, weight, name, … ) Features (aspect, peculiarities, … ) Location(Continent, Country, City … )
  • 8.
  • 10. Why Use Microdata? 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.
  • 12. Why Use Microdata? 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.
  • 13. Itemscope & Itemtype <div> <h1>Avatar</h1> <span>Director: James Cameron (born August 16, 1954)</span> <span>Science fiction</span> <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:”
  • 14. Itemscope & Itemtype <div itemscope> <h1>Avatar</h1> <span>Director: James Cameron (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html">Trailer</a> </div> By adding itemscope, you are specifying that the HTML contained in the <div>...</div> block is about a particular item. But it's not all that helpful to specify that there is an item being discussed without specifying what kind of an item it is. You can specify the type of item using the itemtype attribute immediately after the itemscope.
  • 15. Itemscope & Itemtype <div itemscope itemtype="http://schema.org/Movie"> <h1>Avatar</h1> <span>Director: James Cameron (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html">Trailer</a> </div>
  • 16. Itemprop What additional information can we give search engines about the movie Avatar? Movies have interesting properties such as actors, director, ratings. To label properties of an item, use the itemprop attribute. For example, to identify the director of a movie, add itemprop="director" to the element enclosing the director's name.
  • 17. Itemprop <div itemscope itemtype="http://schema.org/Movie"> <h1 itemprop=“name”>Avatar</h1> <span>Director: <span itemprop=“director”> James Cameron</span> (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a> </div> This specifies that the item contained in the div is in fact a Movie, as defined in the schema.org type hierarchy. Item types are provided as URLs, in this case http://schema.org/Movie
  • 18.
  • 20. Nesting Properties <div itemscope itemtype="http://schema.org/Movie"> <h1 itemprop=“name”>Avatar</h1> <span>Director: <span itemprop=“director”> James Cameron</span> (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a> </div> <div itemscope itemtype=http://schema.org/Movie> <h1 itemprop="name">Avatar</h1> <div itemprop="director" itemscope itemtype=http://schema.org/Person> <span>Director: <span itemprop="givenName"> James</span> <span itemprop="familyName">Cameron</span> (born August 16, 1954)</span> <meta itemprop="birthDate" content ="1954-08-16" /> </div> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> </div> Before… After…
  • 23.
  • 24. Meta Tags with Content “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.
  • 26. Develop a Model Identify the Element which best fits with your market segment (Travel, E-commerce, Legal, Manufacturing, Adult Entertainment…)
  • 27.
  • 28.
  • 30. Test Test and Test again! 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!
  • 31.
  • 32. Sante J. Achille • 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? • He thinks: “people should speak less and think more! https://www.google.com/search?q=sante+j.+achille https://www.evernote.com/pub/sjachille/cv @sjachille

Editor's Notes

  1. Good morning everybody today I’d like to walk you through some of my experiments and findings on how to use schema markup to take your website “to the next level”. I have been working with schema in a number of fields and have seen consistent improvements in all of them. In this presentation I’ll share insights on how you can implement a schema the right way …
  2. There is a fundamental difference between data and information: Data are for example temperatures we collect via satellite imaging of the earth … If we look at this from a search marketing perspective, we’ll see that our websites all have at they very heart a database where each record is linked to others: queries can exrtact answers to complex questions and by doing so obtain INFORMATION. But once the query has been triggered and the page created it becomes just another page the search engines index – the challenge for the search engines is to understand what each page is all about…
  3. Data must be processed and interpreted: by doing so we transform it into information and derive trends: it becomes actionable!
  4. There are certain requirements we implicitly take for granted about the information we produce and consume in our everyday life… information is required to be available for us to consume, we also need that information to be consistent across the various platforms: of course this is true when we refer to information about places or products, events or findings, we would like this to be applicable also to news…
  5. Those high level requirements can be further defined when information provides attributes such as properties, characteristics, features and/or location…
  6. When all these aspects have been defined the set of data with attributes then becomes an Entity –
  7. And Entities can be linked amongst each other to express concepts and answer questions: It is the world of linked data
  8. In the rest of my presentation I will transform these abstract concepts into actionable activities you can use starting tomorrow morning, transforming your website. You see our problem. We create these wonderful dynamic websites which rely on the information we store in powerful databases. The database provides structure because of the intrinsic relational nature, but once extracted information, in the eyes of the search engines is once again data. With schema we can create a layer of code which is used by the search engines to reduce uncertainty and ambiguity (Equivocality) . Our journey to achieve these objectives begins at the schema.org website. There are a number of other options available (let’s mention RFDa which is the main alternative) but at this point in time there is a trend in favour of schema.org. Schema.org is dry to say the least: sometimes I think is has been written by a survivor of the Soviet Union… There isn’t much information to go by and make it simple for you to create a schema. When you point your browser to this page you’ll be impressed: there are hundreds of properties to use in a growing number of areas (new schemas are being implemented constantly).
  9. The Schema.org website offers an explanation on WHY we should use schema – here are a few key elements which help understand why schema is so important… I
  10. I’d like to draw your attention to this aspect – what they are saying here is that search technology cannot compete with our capability to understand and interpret content.
  11. That’s why we need to add this additional layer of code to our pages and give the search engines more “clues” and signals about our pages and our website (=what our website is about, main focus, etc.)
  12. And this is done with itemscope and itemtype – let’s see what they are and how we can use them …
  13. With itemscope we specify (and thereby alert the search engines) that this segment of the page is related to a certain topic – but that’s not enough: we need to specify WHAT that topic is and provide AS MANY DETAILS AS POSSIBLE ABOUT IT – more on this in the next slides.
  14. So here is our first piece of Schema. We have told the search engines (bots) that this segment of content on the page is related to a movie. But we’re only at the very beginning of the process. We can tell the search engines a lot more then that! So let’s take this to the next level and implement more markup to specificy a number of other signals which will make it much easier to understand what we are talking about.
  15. To help us in our efforts and provide the search engines with a set of structured data schema.org makes available to us the ITEMPROP element. We use this to specify properties to html elements within the page.
  16. This is how the ITEMPROP element is used as an integral part of the schema. ITEMPROP helps identify attributes in a definite manner and by doing so reduces uncertainty related to the number of possible meanings that a word or phrase cold have.
  17. So let’s take a closer look at the schema related Movies we started analysing so far… within the Object (or can we say “record”) there are a number of properties we can use to markup our content. Properties are described by “Expected Types” which offer the opportunity to tell the search engines everything we know about the property. Let’s see how properties and expected elements can be used in combination. Here we have the ELEMENT MOVIE and there are many properties related to a movie, one of them is Director, which is a person. We can use the Expected Type Person to provide as much information possible about the Person – Director.
  18. The property Person has many Expected Tyoes to be used in the definition of the person – let’s consider a few and use birthDate, familyName, and givenName.
  19. One of the most common shortcomings I have seen is in the NESTING or properties and Expected Types which is a very strong signal to the search engines: nesting properties introduces functional ties between elements and provides that structure which goes missing when data is extracted from the database. Nesting plays an essential role in providing structure to data.
  20. You can and need to test your code. My experience over the years has taught me to start small and build it up step by step – this tool will help you understand where you make mistakes and offer suggestions to remove the errors.
  21. It was much nicer before – the “old” rich snippet validation interface offered a more intuitive view, easier to read in complex models and I’ll show what just what I mean in a moment.
  22. Let’s go back to the slide we saw a few minutes ago and focus on a META TAG I used to include data for the Property birthDate. This information was not present on page and was not relevant in this specific instance, yet IT IS AN IMPORTANT PIECE OF INFORMATION to reduce uncertainty and ambiguity so it was included in a META TAG WHICH IS NOT VISIBLE to the user but is read by the search engines.
  23. This event is foreseen for schemas and this is what they say about using META TAGS to markup information when we are in these special conditions – the point being that in everyday life 9 out of 10 we are faced with this kind of situation – and I’ll show you some examples