The document discusses the importance and implementation of structured data for SEO, emphasizing the use of schema.org vocabulary and the preferred JSON-LD format endorsed by Google and Bing. It outlines steps for effective structured data management, including identification, implementation, validation, and monitoring, while also cautioning against common errors that may affect search engine rankings and user engagement. Overall, it highlights the role of structured data in enhancing search results and user experience without directly impacting rankings.

1. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
THE STRUCTURED DATA
TOOLBOX FOR SEOS

2. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
Structured data
provide a
mechanism to
inform search
engines about the
meaning of your
Web content…

3. #structureddata at #smxeast by @aleyda from @orainti
Google, Bing and
Yandex use
schema.org
vocabulary for
structured data that
can be used with
many encodings:
RDFa, Microdata
and JSON-LD
https://schema.org/docs/schemas.html

4. #structureddata at #smxeast by @aleyda from @orainti
JSON-LD is the recommended format by Google,
that can facilitate implementation as well
https://developers.google.com/search/docs/guides/intro-structured-data

5. #structureddata at #smxeast by @aleyda from @orainti
JSON-LD is also
supported by
Bing too
https://blogs.bing.com/webmaster/august-2018/Introducing-JSON-LD-Support-in-Bing-Webmaster-Tools

6. #structureddata at #smxeast by @aleyda from @oraintihttps://yandex.com/support/webmaster/schema-org/intro-schema-org.html
However,
Yandex has only
officially
confirmed their
support of
microdata until
now

7. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
Structured Data
usage is not a ranking
factor, but powers
search engines to
enhance search results
for a better
experience, like
Google does with rich
results …

8. #structureddata at #smxeast by @aleyda from @orainti
… which can also
improve users
perception and
engagement
with pages in
search results…

9. #structureddata at #smxeast by @aleyda from @orainti
… and now it’s
also used by the
Google assistant
to generate
actions too
https://developers.google.com/assistant/content/overview

10. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
It’s an SEO win-win!

11. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
Nonetheless, is
common to generate
errors when
implementing them,
that can waste
technical SEO effort
and resources…

12. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
… and even
triggering manual
actions when using
them without
following Google’s
quality guidelines

13. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
In those cases,
JSON-LD can
become a
nightmare!

14. #structureddata at #smxeast by @aleyda from @orainti
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Person",
"familyName": "Solis",
"givenName": "Aleyda",
"worksFor": "https://www.aleydasolis.com/en/",
"jobTitle": "SEO Consultant",
"gender": "http://schema.org/Female",
"sameAs": ["https://twitter.com/aleyda","https://
www.linkedin.com/in/aleyda/","https://www.facebook.com/
aleydaseotips/","https://www.youtube.com/c/
crawlingmondaysbyaleyda","https://www.instagram.com/
crawlingmondays/"]
}
</script>
#structureddata at #smxeast by @aleyda from @orainti
As SEO consultants, is a challenge we need to deal with!

15. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
For real

16. #structureddata at #smxeast by @aleyda from @orainti
The best way I've found to maximize results while
minimizing errors is following an implementation process..
IDENTIFY
IMPLEMENT
VALIDATE
MONITOR STRUCTURED
DATA

17. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
…while using a few tools to facilitate it all,
which I‘ll share with you today!
IDENTIFY
IMPLEMENT
VALIDATE
MONITOR STRUCTURED
DATA

18. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
IDENTIFY

19. #structureddata at #smxeast by @aleyda from @orainti
Although Search engines use schema.org, we should rely
on their own guidelines, as requirements might differ
https://developers.google.com/search/docs/guides/intro-structured-data

20. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery
Check directly with
each search engine
own supported
structured data list, -
like the Google
Search Gallery- to
identify
opportunities to use
with your Web
content

21. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery
It's important to
be aware that
the supported
structured data
and their related
snippets are
always changing!

22. #structureddata at #smxeast by @aleyda from @oraintihttps://webmasters.googleblog.com/2019/09/making-review-rich-results-more-helpful.html
Like the “self-serving” LocalBusiness and Organization
reviews change from September 2019

23. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery
Verify the relevant structured data description, feature
availability, examples, data type definitions…

24. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/data-types/course#example
Check the JSON-LD examples to identify any mismatch
or lack of availability with your own existing data

25. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/data-types/course#guidelines
… as well as specific
guidelines: Is it
feasible for you to
implement them by
complying with
these rules?

26. #structureddata at #smxeast by @aleyda from @oraintiSemrush sensor
vs
Check the share
of search results
that show the
desired type of
features in your
sector

27. #structureddata at #smxeast by @aleyda from @oraintisemrush
…
Verify the SERP features triggered in search results where
your own site and main competitors are shown

28. #structureddata at #smxeast by @aleyda from @oraintisemrush
Identify the main
keywords and pages
triggering them, also
from your competitors.
Are these relevant for
you? Do you also have
this content already?

29. #structureddata at #smxeast by @aleyda from @oraintisemrush
Verify yourself how
these pages are shown
in search results with
these features

30. #structureddata at #smxeast by @aleyda from @oraintisemrush
Check potential SERP
features
opportunities
whenever you do a
keyword research too

31. #structureddata at #smxeast by @aleyda from @oraintihttps://www.searchenginejournal.com/google-structured-data/235109/
Since you likely have limited resources, it’s about
focusing your efforts to keep it ROI positive

32. #structureddata at #smxeast by @aleyda from @orainti
Prioritize those
structured data
that comply with
these
requirements to
maximize your
effort impact
WILL THEY
IMPACT RESULTS
OF RELEVANT
QUERIES W/ NON-
TRIVIAL SEARCH
VOLUME?
DON'T PRIORITIZE PRIORITIZE
NO
NO
IS IT FEASIBLE
FOR YOU TO
IMPLEMENT
FOLLOWING
GUIDELINES?
NO
NO
ARE THEY
RELEVANT TO
YOUR CONTENT
MEANING?
YES
YES
YES
YES
WILL THEY
IMPROVE HOW
YOUR RESULTS
ARE SHOWN IN
SERPS?

33. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
IMPLEMENT

34. #structureddata at #smxeast by @aleyda from @oraintihttps://codelabs.developers.google.com/codelabs/structured-data/index.html#0
Structured data
implementation
can be highly
facilitated by
guides like the
Google Codelabs
one…

35. #structureddata at #smxeast by @aleyda from @oraintihttps://technicalseo.com/tools/schema-markup-generator/
…or free JSON-
LD’s generators
like Merkle's, that
you can use to
establish patterns
to populate with
your data

36. #structureddata at #smxeast by @aleyda from @oraintihttps://www.rankranger.com/schema-markup-generator
… RankRanger’s
Free Generator
supports from
articles, to events,
FAQs, How-Tos, Job
Postings, Local
businesses,
products,
organizations,
recipes, videos and
Websites!

37. #structureddata at #smxeast by @aleyda from @oraintihttps://www.google.com/webmasters/markup-helper/
Or Google’s own Structured Data Markup Helper

38. #structureddata at #smxeast by @aleyda from @orainti
If you use a CMS there are also plugins, like the
Schema & Structured Data for WP & AMP
https://wordpress.org/plugins/schema-and-structured-data-for-wp/

39. #structureddata at #smxeast by @aleyda from @orainti
As well as enterprise level tools with further structured
data integration & support, like Schema App
https://www.schemaapp.com/

40. #structureddata at #smxeast by @aleyda from @oraintihttps://twitter.com/SimoAhava/status/1001397355403468802
Although not ideal,
you can use Google
Tag manager
in case you can’t edit
your HTML too… just
be aware of changing
the snippet

41. #structureddata at #smxeast by @aleyda from @oraintihttps://saijogeorge.com/json-ld-schema-generator/tag-manager-fix/
Which can be also done by using this free tool
from Saijo George

42. #structureddata at #smxeast by @aleyda from @orainti
There's always a way to make it happen!
#structureddata at #smxeast by @aleyda from @orainti

43. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
VALIDATE

44. #structureddata at #smxeast by @aleyda from @orainti
When implementing
your structure data,
besides making sure
that you follow
technical guidelines, it’s
also critical to verify
you comply with
quality ones too
https://developers.google.com/search/docs/guides/sd-policies

45. #structureddata at #smxeast by @aleyda from @orainti
There are general quality guidelines to be followed
by any structured data type…
https://developers.google.com/search/docs/guides/sd-policies
DON’T USE
STRUCTURED DATA
IN A MISLEADING
WAY, EG. NOT REAL
CONTENT ON YOUR
PAGE
THE CONTENT
SHOULD BE VISIBLE
TO USERS
DON'T MARKUP
CONTENT
PROMOTING HATE,
ILLEGAL OR
HARMFUL
ACTIVITIES
AVOID
LACK OF
CONSISTENCY
WHEN MARKING
UP LISTS VS.
INDIVIDUAL
ITEMS
USE THE MOST
SPECIFIC
APPLICABLE TYPES
AND PROPERTIES

46. #structureddata at #smxeast by @aleyda from @orainti
… as well as specific of the structured data type you're
implementing
https://developers.google.com/search/docs/guides/sd-policies

47. #structureddata at #smxeast by @aleyda from @orainti
Go through the most
common structured data
errors to double verify
you don't fall into any
scenario
https://developers.google.com/search/docs/guides/prototype#common-sd-errors

48. #structureddata at #smxeast by @aleyda from @orainti
Don’t do this…

49. #structureddata at #smxeast by @aleyda from @orainti
Otherwise you can receive a manual action that will
make your pages results to not being enhanced

50. #structureddata at #smxeast by @aleyda from @oraintihttps://search.google.com/test/rich-results
Verify your code complies with technical requirements to
generate rich results, before and after releasing

51. #structureddata at #smxeast by @aleyda from @oraintihttps://search.google.com/test/rich-results
Revise that you’re
adding all required
and ideally,
recommended
properties with
supported values.
Do it both with the
smartphone and
desktop
googlebots.

52. #structureddata at #smxeast by @aleyda from @orainti
You can use Chrome extensions to easily verify
your top pages after you publish
https://chrome.google.com/webstore/detail/structured-data-testing-t/kfdjeigpgagildmolfanniafmplnplpl?hl=en

53. #structureddata at #smxeast by @aleyda from @orainti
As well as crawl your site w/ Screaming Frog that includes
structured data validation, to identify remaining issues
Screaming Frog

54. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
MONITOR

55. #structureddata at #smxeast by @aleyda from @orainti
After releasing, use the “enhancements" search console
report to monitor valid types vs. errors and warnings
Google Search Console

56. #structureddata at #smxeast by @aleyda from @orainti
Start fixing those errors affecting more and most
important pages and validate the fix when ready

57. #structureddata at #smxeast by @aleyda from @orainti
You can follow-up with the validation process
after submitting the issues too

58. #structureddata at #smxeast by @aleyda from @orainti
Use SEO monitoring tools to extract relevant structured
data & be alerted when it's changed to fix it faster
Contentking & Little Warden

59. #structureddata at #smxeast by @aleyda from @orainti
Avoid errors whenever your Web content or template is
changed, by establishing guidelines & validation rules

60. #structureddata at #smxeast by @aleyda from @oraintiGoogle Search Console
Follow-up with your site’s
rich results/SERP features inclusion too

61. #structureddata at #smxeast by @aleyda from @oraintiRank ranger
Monitor the
pages and
queries
generating each
type of them
and their CTR
impact

62. #structureddata at #smxeast by @aleyda from @oraintiSeomonitor
Continuously identify further opportunities by analyzing
existing features on your targeted queries vs. competitors

63. #structureddata at #smxeast by @aleyda from @orainti
It’s about helping
search engines to
better understand your
content while
improving your site
search results visibility
and engagement in a
cost-efficient way

64. #structureddata at #smxeast by @aleyda from @orainti
Thank you! Questions?
#structureddata at #smxeast by @aleyda from @orainti
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Person",
"familyName": "Solis",
"givenName": "Aleyda",
"worksFor": "https://www.aleydasolis.com/en/",
"jobTitle": "SEO Consultant",
"gender": "http://schema.org/Female",
"sameAs": ["https://twitter.com/aleyda","https://
www.linkedin.com/in/aleyda/","https://www.facebook.com/
aleydaseotips/","https://www.youtube.com/c/
crawlingmondaysbyaleyda","https://www.instagram.com/
crawlingmondays/"]
}
</script>