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What’s the big deal about semantic
<acronym title=“Hypertext
markup language”>HTML

</acronym>?

@jonoalderson
The reality of SEO?
• Getting the big things that make the difference done
is hard.
• Getting little things done is easier, but these lack
impact.

• You have two options (do both)…

@jonoalderson
Schmooze

@jonoalderson
Squeeze

@jonoalderson
@jonoalderson
There are HTML tags for different purposes
• Things like…






<p>
<h1>, <h2>, <h3>…
<em> (or <i>)
<ul>, <ol> and <li>
<dl>, <dfn>, <abbr>, <address>, <cite>, <ins>, <del>

• It’s like (it is!) grammar.
• Using these tags provides and clarifies meaning.

@jonoalderson
Adding context
• <div>John said, “hello Jane”.</div>
• <p>John said, <q
cite="http://example.com/chatlog/123">hello
Jane</q>.</p>
• What happens if/when this becomes standard?
• This kind document markup has been part of HTML for
years.

@jonoalderson
So what’s the deal with Geocities?

• Pro tip: Geocities was a little thin on semantic value…

@jonoalderson
Code vs. Presentation
• Back in the bad old days, using semantic markup was
design-prohibitive.

• HTML Tags have default visual characteristics and
behaviours.
• Bastardising flexible tags (generally <table> and <br>
tags) was easier than using semantically correct tags.
•

Pro tip: Don’t hate tables – tabular data can be great, readable, linkable content.

@jonoalderson
Validation?
• This is about much more than error-free valid HTML
– it’s about using the language correctly and
contextually.
• There are overlaps, and validation is important – but
this is about grammar, rather than spelling.
•

Pro tip: W3 has galleries for websites which validate against HTML, CSS and
accessibility standards which link back to the source.

@jonoalderson
Capitalism saved the day

• Markup and presentation are separate (mostly); we can ensure that
content can be semantically accurate and attractive.
• There are no scenarios in which SEO should conflict with design, usability
or accessibility.

@jonoalderson
So what’s next?
• We can help search engines and software to
understand the nature of specific chunks of semantic
HTML and content.
• …But these are the tools for creating an
encyclopaedia, rather than poetry.

• <productinfo>Blue Widget, £19.99, 4.5/5
ratings</productinfo>

@jonoalderson
The Challenge…
• “What’s the relationship between the life expectancy in Leeds and
the number of SEO agencies operating in the city over the last
decade?”

• All of this data exists… but in different formats - human-readable
data and machine-readable data.
• This distinction is the single biggest bottleneck for the evolution of
the web.
• “We all know that we have to produce a human-readable version of
the thing... why not use that as the primary source?”
 Dan Connolly, W3, 2000

@jonoalderson
Microformats
• Microformats.org launches in 2005, providing
common approaches to adding meaningful relational
markup.
• Using the tools already at hand (HTML class
attributes), it allows us to add ‘bigger’ and
connected semantic content.

@jonoalderson
Addresses
• The Carriageworks
The Electric Press, 3 Millennium Square, Leeds, LS2 3AD
• We have sufficient human experience to interpret this
address and decode the components.
• Is the street ‘The Electric Press’?

• In order to progress, every piece of kit needs to be able
to explicitly understand each component of the address
markup.

@jonoalderson
hCard
<div id=“vcard-the-carriageworks” class=“vcard”>
<h1 class=“org fn n”>The Carriageworks</h1>
<div class=“adr”>The Electric Press
<span class="street-address"> 3 Millennium Square </span>,
<span class=“locality”>Leeds</span>,
<span class=“postal-code”> LS2 3AD</span>.
<div><abbr title=“Telephone number”>Tel</abbr>: <span
class=“tel”>0113 224 3801</span></div>
</div>
</div>

@jonoalderson
What’s this achieve?
• Practical applications:
 Build software or search engines to find and/or process all occurrences
of X

• This is game-changing, but not significantly commercially
viable or exciting…
• Few systems supported this, so nobody took the time to
implement it. Catch 22?
• Until Google came in, introduced Rich Snippets (based on
microformats) in May 12, 2009, and started an arms race.

@jonoalderson
OMG!

•

Reported clickthrough rate increases of up to 30%.

•

This is no longer an abstract pipe-dream about connectivity – it’s
real, now, commercial and growing.

@jonoalderson
Microformatting vs. OGP
• Facebook have been doing similar things with the Open
Graph Protocol.
• OGP works at page-level, and allows pages to be more
richly and accurately represented in the social graph (on
Facebook walls, in posts, etc.).
• You can use both together.

• But…
• Both of these approaches are provider-specific and tied
to their services.

@jonoalderson
Schema

@jonoalderson
Schema
• In July 2011, Google, Bing and Yahoo announce a
partnership in the same spirit as Sitemaps.org.
• A formal, semantic and infinitely extensible grammar
designed to allow for and provide explicit markup for
every type of everything.
• This already plays a part of rich snippets, and is gradually
replacing microformats in common usage.
•

Pro tip: You can combine standard HTML meta, OGP meta and schema meta into single tags.

@jonoalderson
Schema Overkill?
• Schema is the tip of the iceberg of a wider
movement and evolution.
• It’s a means to an end, and it’s the beginning of
something bigger (web 3.0).

• It’s only one tool from the kit – use it alongside
OGP, normal meta and semantic HTML tags.

@jonoalderson
Schema - Restaurant
<div itemscope itemtype="http://schema.org/Restaurant">
<span itemprop="name">GreatFoodDeals</span>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">3</span> stars - based on <span itemprop="reviewCount">150</span> reviews
</div>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">123 Example Road</span>
<span itemprop="addressLocality">Trumpton</span>,
<span itemprop="addressRegion">Noddy County</span>
<span itemprop="postalCode">12345</span>
</div>
<span itemprop="telephone">(123) 456-7890</span>
<a itemprop="url" href="http://www.greatfooddeals.com">www.greatfooddeals.com</a>
Hours: <meta itemprop="openingHours" content="Mo-Sa 09:00-17:30">Mon-Sat 9am - 5:00pm
Categories: <span itemprop="servesCuisine"> Indian </span>
Price Range: <span itemprop="priceRange">£££</span>
</div>

@jonoalderson
Schema – Hierarchies of classification
•
•

Entities that have a somewhat fixed, physical
extension.

A public structure, such as a town hall or concert
hall.
•

A theatre or other performing art centre.
•

This one doesn’t exist… yet.

@jonoalderson
Schema – Practical Application
• Search verticals, rich
snippets, mashups, crawlers, platforms, functionality,
context, exposure, clickthrough, links
• Support for everything*
 *beach, pond, movietheatre, aquarium, dancegroup, optici
an, tatooparlor, nutritionalinformation, literaryevent…

@jonoalderson
When?
• This all exists now, and you can do it now; this is
widely supported and relatively straight-forward.
• It doesn’t require mass re-engineering – the whole
point is that you only need to mark up the existing
‘human’ information and presentation.

@jonoalderson
HTML
Tag

Description

<article>

Defines an article

<details>

Defines additional details that the user can view or hide

<summary>

Defines a visible heading for a <details> element

<figure>

Specifies self-contained content, like illustrations, diagrams, photos, code listings, etc.

<figcaption>

Defines a caption for a <figure> element

<footer>

Defines a footer for a document or section

<header>

Defines a header for a document or section

<hgroup>

Groups a set of <h1> to <h6> elements when a heading has multiple levels

<mark>

Defines marked/highlighted text

<nav>

Defines navigation links

<section>

Defines a section in a document

<time>

Defines a date/time

@jonoalderson
Immediate Actions
• Mark up simple content semantically to enrich context and
get incremental relevance, traffic, exposure and links.
• When you make content recommendations, write the code!
• Invest in marking up templates (‘page types’) with Schema
data.
• Start thinking about HTML 5, too!
• Invest in extending schema itself where your
products, services or business isn’t represented (and
evangelise to get links).

@jonoalderson
Resources
•

Microformat Cheat Sheet:
http://www.addedbytes.com/cheat
-sheets/microformats-cheat-sheet/

@jonoalderson
Jono Alderson
jonoalderson@gmail.com
@jonoalderson
www.jonoalderson.com

@jonoalderson

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What’s the big deal about semantic HTML?

  • 1. What’s the big deal about semantic <acronym title=“Hypertext markup language”>HTML </acronym>? @jonoalderson
  • 2. The reality of SEO? • Getting the big things that make the difference done is hard. • Getting little things done is easier, but these lack impact. • You have two options (do both)… @jonoalderson
  • 6. There are HTML tags for different purposes • Things like…      <p> <h1>, <h2>, <h3>… <em> (or <i>) <ul>, <ol> and <li> <dl>, <dfn>, <abbr>, <address>, <cite>, <ins>, <del> • It’s like (it is!) grammar. • Using these tags provides and clarifies meaning. @jonoalderson
  • 7. Adding context • <div>John said, “hello Jane”.</div> • <p>John said, <q cite="http://example.com/chatlog/123">hello Jane</q>.</p> • What happens if/when this becomes standard? • This kind document markup has been part of HTML for years. @jonoalderson
  • 8. So what’s the deal with Geocities? • Pro tip: Geocities was a little thin on semantic value… @jonoalderson
  • 9. Code vs. Presentation • Back in the bad old days, using semantic markup was design-prohibitive. • HTML Tags have default visual characteristics and behaviours. • Bastardising flexible tags (generally <table> and <br> tags) was easier than using semantically correct tags. • Pro tip: Don’t hate tables – tabular data can be great, readable, linkable content. @jonoalderson
  • 10. Validation? • This is about much more than error-free valid HTML – it’s about using the language correctly and contextually. • There are overlaps, and validation is important – but this is about grammar, rather than spelling. • Pro tip: W3 has galleries for websites which validate against HTML, CSS and accessibility standards which link back to the source. @jonoalderson
  • 11. Capitalism saved the day • Markup and presentation are separate (mostly); we can ensure that content can be semantically accurate and attractive. • There are no scenarios in which SEO should conflict with design, usability or accessibility. @jonoalderson
  • 12. So what’s next? • We can help search engines and software to understand the nature of specific chunks of semantic HTML and content. • …But these are the tools for creating an encyclopaedia, rather than poetry. • <productinfo>Blue Widget, £19.99, 4.5/5 ratings</productinfo> @jonoalderson
  • 13. The Challenge… • “What’s the relationship between the life expectancy in Leeds and the number of SEO agencies operating in the city over the last decade?” • All of this data exists… but in different formats - human-readable data and machine-readable data. • This distinction is the single biggest bottleneck for the evolution of the web. • “We all know that we have to produce a human-readable version of the thing... why not use that as the primary source?”  Dan Connolly, W3, 2000 @jonoalderson
  • 14. Microformats • Microformats.org launches in 2005, providing common approaches to adding meaningful relational markup. • Using the tools already at hand (HTML class attributes), it allows us to add ‘bigger’ and connected semantic content. @jonoalderson
  • 15. Addresses • The Carriageworks The Electric Press, 3 Millennium Square, Leeds, LS2 3AD • We have sufficient human experience to interpret this address and decode the components. • Is the street ‘The Electric Press’? • In order to progress, every piece of kit needs to be able to explicitly understand each component of the address markup. @jonoalderson
  • 16. hCard <div id=“vcard-the-carriageworks” class=“vcard”> <h1 class=“org fn n”>The Carriageworks</h1> <div class=“adr”>The Electric Press <span class="street-address"> 3 Millennium Square </span>, <span class=“locality”>Leeds</span>, <span class=“postal-code”> LS2 3AD</span>. <div><abbr title=“Telephone number”>Tel</abbr>: <span class=“tel”>0113 224 3801</span></div> </div> </div> @jonoalderson
  • 17. What’s this achieve? • Practical applications:  Build software or search engines to find and/or process all occurrences of X • This is game-changing, but not significantly commercially viable or exciting… • Few systems supported this, so nobody took the time to implement it. Catch 22? • Until Google came in, introduced Rich Snippets (based on microformats) in May 12, 2009, and started an arms race. @jonoalderson
  • 18. OMG! • Reported clickthrough rate increases of up to 30%. • This is no longer an abstract pipe-dream about connectivity – it’s real, now, commercial and growing. @jonoalderson
  • 19. Microformatting vs. OGP • Facebook have been doing similar things with the Open Graph Protocol. • OGP works at page-level, and allows pages to be more richly and accurately represented in the social graph (on Facebook walls, in posts, etc.). • You can use both together. • But… • Both of these approaches are provider-specific and tied to their services. @jonoalderson
  • 21. Schema • In July 2011, Google, Bing and Yahoo announce a partnership in the same spirit as Sitemaps.org. • A formal, semantic and infinitely extensible grammar designed to allow for and provide explicit markup for every type of everything. • This already plays a part of rich snippets, and is gradually replacing microformats in common usage. • Pro tip: You can combine standard HTML meta, OGP meta and schema meta into single tags. @jonoalderson
  • 22. Schema Overkill? • Schema is the tip of the iceberg of a wider movement and evolution. • It’s a means to an end, and it’s the beginning of something bigger (web 3.0). • It’s only one tool from the kit – use it alongside OGP, normal meta and semantic HTML tags. @jonoalderson
  • 23. Schema - Restaurant <div itemscope itemtype="http://schema.org/Restaurant"> <span itemprop="name">GreatFoodDeals</span> <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"> <span itemprop="ratingValue">3</span> stars - based on <span itemprop="reviewCount">150</span> reviews </div> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="streetAddress">123 Example Road</span> <span itemprop="addressLocality">Trumpton</span>, <span itemprop="addressRegion">Noddy County</span> <span itemprop="postalCode">12345</span> </div> <span itemprop="telephone">(123) 456-7890</span> <a itemprop="url" href="http://www.greatfooddeals.com">www.greatfooddeals.com</a> Hours: <meta itemprop="openingHours" content="Mo-Sa 09:00-17:30">Mon-Sat 9am - 5:00pm Categories: <span itemprop="servesCuisine"> Indian </span> Price Range: <span itemprop="priceRange">£££</span> </div> @jonoalderson
  • 24. Schema – Hierarchies of classification • • Entities that have a somewhat fixed, physical extension. A public structure, such as a town hall or concert hall. • A theatre or other performing art centre. • This one doesn’t exist… yet. @jonoalderson
  • 25. Schema – Practical Application • Search verticals, rich snippets, mashups, crawlers, platforms, functionality, context, exposure, clickthrough, links • Support for everything*  *beach, pond, movietheatre, aquarium, dancegroup, optici an, tatooparlor, nutritionalinformation, literaryevent… @jonoalderson
  • 26. When? • This all exists now, and you can do it now; this is widely supported and relatively straight-forward. • It doesn’t require mass re-engineering – the whole point is that you only need to mark up the existing ‘human’ information and presentation. @jonoalderson
  • 27. HTML Tag Description <article> Defines an article <details> Defines additional details that the user can view or hide <summary> Defines a visible heading for a <details> element <figure> Specifies self-contained content, like illustrations, diagrams, photos, code listings, etc. <figcaption> Defines a caption for a <figure> element <footer> Defines a footer for a document or section <header> Defines a header for a document or section <hgroup> Groups a set of <h1> to <h6> elements when a heading has multiple levels <mark> Defines marked/highlighted text <nav> Defines navigation links <section> Defines a section in a document <time> Defines a date/time @jonoalderson
  • 28. Immediate Actions • Mark up simple content semantically to enrich context and get incremental relevance, traffic, exposure and links. • When you make content recommendations, write the code! • Invest in marking up templates (‘page types’) with Schema data. • Start thinking about HTML 5, too! • Invest in extending schema itself where your products, services or business isn’t represented (and evangelise to get links). @jonoalderson