Successful SEO With Structured Data Markup By Aaron Bradley
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Transcript of Successful SEO With Structured Data Markup By Aaron Bradley
#SMX #23A1 @aaranged
Aaron Bradley – Sr. Manager, Web Channel Strategy, Electronic Arts
SUCCESSFUL SEOWITH STRUCTURED DATA
MARKUP
#SMX #23A1 @aaranged
Aaron Bradley – Sr. Manager, Web Channel Strategy, Electronic Arts
SUCCESSFUL SEOWITH STRUCTURED DATA
MARKUP
#SMX #23A1 @aaranged
?https://www.bing.com/webmaster/help/webmaster-guidelines-30fba23a
<meta description> tagskeep these clear and relevant, though use the added space to expand on the <title> tag in a meaningful way…
https://support.google.com/webmasters/answer/35624?hl=en
Create good meta descriptionsThe description attribute within the <meta> tag is a good way to provide a concise, human-readable summary of each page’s content…
<meta name="description">
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STRUCTURED DATA IS LINKED DATA
schema.org/description
schema.org/description
schema.org/description
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• Developed by and for search engines• Stable, reliable and extensible• Has become the go-to vocabulary for
linked data development• Strikes the right balance between
complexity and expressiveness• Community driven• Little development elsewhere
Why so much talk of schema.org?
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Highlights of recent schema.org vocabulary changes
• Extensive hotel and accommodation vocabulary added (3.1)
• Improved Dataset vocabulary (3.1)• DigitalDocument and subtypes added (3.0)• New extensions published• health-lifesci.schema.org (3.0)
• pending.schema.org, meta.schema.org (3.0)
• bib.schema.org, auto.schema.org (2.1)
3.1 – 9 Aug. 20163.0 – 4 May 2016
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Upcoming schema.org vocabulary changes
• Vocabulary for food menus• hasMenu, Menu, MenuItem,
MenuSection…
• Course and related terms move from pending to core
• Extensive vocabulary originating from The Financial Industry Business Ontology Community Group (FIBO)
• BrokerageAccount, exchangeRate…
3.2 – Spring 2017
See what’s on deck for schema.org:webschemas.org/docs/releases.html
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• The Open Graph Protocol is Facebook’s structured data vocabulary
• Syntactically it is based on RDFa
• Twitter Card markup is Plain Old Semantic HTML (POSH)
• Pinterest uses others’ structured data• Open Graph, Twitter Card markup
very static
Other vocabularies and POSH
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• Mechanism for including detailed structured data about products on web pages
• Initial focus is "consumer-facing properties for clothing, shoes, food beverage/tobacco and properties common to all trade items”
• Designed to extend schema.org “with many more detailed properties”
• Is schema.org’s first external extension
GS1 Vocabulary: the standard for GS1 SmartSearch
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• A script that can be placed in the <head> or the <body>
• The order of types and properties does not matter
• Does not require equivalent on-page content
• Now supported by Google for all public data types
Syntaxes: JSON-LD
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{"@context": "http://schema.org","@type": "Article","headline": "Man bites dog","datePublished": "2016-06-10","author": {
"@type": "Person","name": "John Smith"
},"description": "He bit because, he said, the dog
deserved it."}
Syntaxes: JSON-LD (example)
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• Classes and properties declared using HTML elements
• Relies on the proper opening and closing of tags (so error prone)
• Declaring values that do not appear on-page requires the use of <meta> tags
Syntaxes: Microdata and RDFa
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Syntaxes: Microdata and RDFa (microdata example)<body itemscopeitemtype="http://schema.org/Article">
<h1 itemprop="headline">Man bites dog</h1>
By <span itemprop="author" itemscopeitemtype="http://schema.org/Person"><spanitemprop="name">John Smith</span></span>
<p>June 10th, 2016</p><meta itemprop="datePublished"
content="2016-06-10" /><p itemprop="description">He bit because, he
said, the dog deserved it.</p></body>
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{"@context": "http://schema.org","@type": “Restaurant",“name": “The Sizzling Widget“
}[…]<div itemscopeitemtype="http://schema.org/Review"><spanitemprop=“reviewRating">3</span> stars!</div>
Combining syntaxes: it’s “allowed”, but…
SizzlingWidget «««
Google sees this:
«««
Not this:
SizzlingWidget
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Data consumer structured data capabilitiesBased on tests of each data consumer’s validation tool, 28 February 2017
schema.org OpenGraph JSON-LD RDFa Microdata Microformats
SearchEngines
GoogleBingYandexApple
SocialMediaNetworks
FacebookTwitterPinterest
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• Logos• Organization properties logo and
url
• Corporate contact points• Organization property
contactPoint
• Social profile links• Organization or Person property
sameAs
Markup-powered Knowledge Graph card features
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Markup-powered site features in SERP search snippets
• BreadcrumbsFinal data type to get explicit JSON-LD support from Google (August 2016)
• Site name• Sitelinks search box
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Long-standing rich snippet/rich card types
• Articles• Events• Products
image rich cards added Dec. 2016
• Recipeshost-specific list support added May 2016
• Reviewsdisplayed in a variety of rich results
• Videos
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Product information in Image Search (Dec. 2016)
• Chiefly fueled by the same Product and Offer properties that generate product rich cards in Web Search
• availability property required to appear in “Related Items” Image Search feature
• image property is required (but no longer for Web Search, where product images no longer appear)
#SMX #23A1 @aaranged
Rich cards for courses (Sept. 2016)
• Typically appear in a host-specific list• Requires use of Course properties name, description and provider
• Course type not yet in schema.org (expected to be added in ver. 3.2)
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Rich cards for books (Dec. 2016)
• Facilitates generation of a “Buy e-book” link• Leverages book property workExample for
declaration of platform and offer information
• As of March 2017 still only “open to popular retailers that have broad book availability”; publishers not included may use a form to register interest
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Are rich results for jobs coming to the Google SERPs?
Actively-maintained inventory ofall major structured data developments:
bit.ly/sdataevents
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Host-specific lists for recipes
Standard list
Expanded list
Multiple lists(including “Top” lists)
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Events and venue-specific lists for events
OpenLink Structured Data Sniffer Chrome extension)bit.ly/datasniffer
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Articles and host-specific lists for articles
Multiple sources
Host-specific list
RIP “In the news”Oct. 2014-Dec. 2016
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Apple is now making use of structured data
Currently supported schemas• AggregateRating
• Offers
• PriceRange
• InteractionCount
• Organization
• Recipe
• SearchAction
• ImageObject
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Apple uses multiple protocols, ignores some schemas
og:description
og:titleor
<title>og:image
schema.org/AggregateRating
schema.org/Offer
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Main structured data testing and validation toolsBing
Yandex
Structured Data Linter
GoogleList of structured data testing tools:
bit.ly/sdatatools
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Structured Data Testing Tool preview: recipes
To appear in previews, image URLs provided must be indexed