Schema.org and Semantic Tech - SMX West 2013
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Transcript of Schema.org and Semantic Tech - SMX West 2013
Matthew BrownHead of Special ProjectsSEOmoz (in Portland!)
Twitter: @MatthewJBrown
Slideshare:MatthewBrownPDX
http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
What types of rich snippets does Google support? Bookmark This!
How do to each one? SEOGadget has you covered - Bookmark This!
How do I troubleshoot rich snippets? Bookmark This!
There are non-obvious things you may need to troubleshoot
“If your site has very few pages, or very few pages with marked-up structured data, it may not be picked up by the rich snippets system.”
All else fails? Try Google’s mystery form: Bookmark This!
Data Highlighter: What does it do?
But! Not as reliable as markup code, and only Google can see it
What do Bing SERP snippets look like?
Breadcrumbs, and…um..more breadcrumbs
Google search for the same query
Inventory status, Review stars, authorship snippet, breadcrumbs, prices, shares
At least there’s this? (Come on now, Bing)
@MatthewJBrown #SMX #23C
Facebook: Graph Search and Open Graph
When does Graph Search roll in Open Graph?
Remember Open Graph Actions?
http://developers.facebook.com/docs/opengraphprotocol/
New OG Action Opportunities - More info!
Use OG markup to optimize from start to finish
Everything just got bigger on FB - More Info!
There are many languages and vocabularies for structured data
To get started, focus on Schema.org and Open Graph
The Good Relations blog for ecommerce markup: Bookmark This!
#SMX #23C
@MatthewJBrown
Breadcrumbs (Competition: Easy)
Events (Competition: Medium, but KG potential)
Recipes (Competition: BRUTAL)
Music (Hard, but can get KG query clicks)
People (easy, but don’t often appear)
Products (Medium) – Reviews: (Hard)
Application Search (competition level: MED)
Only 1,620 domains using Schema for hotels!655 for restaurants, 435 for auto dealers
Yes. We’ve seen up to 70% growth in CTR
Come on over to the Knowledge Graph session!
