Real world success, resources and action items to help SEOs make the best of Semantic web and microdata

1. SCHEMA 201: REAL WORLD
MARKUP FOR SUCCESS
Frederic Chanut
Managing Director, In Marketing We Trust
Deck is on Slideshare: InMktgWeTrust

2. AGENDA 2
‣ Quick introduction
‣ Available syntax and Vocabularies
‣ Examples of Schema.org Syntax
‣ Schema beyond SEO
‣ Facebook and Opengraph updates
‣ Tools and Useful resources

3. APPROACH 3
+ 30% CTR
“Tests have shown a
30% increase in
Organic search-engine traffic
to websites using Microdata
or similar technologies.”
Paul Bruemmer
Sending detailed information about the meaning of your
page content to search engines and other data consumers,
in a way that can be easily processed by computers.
AKA: Delivering code readable by humans while visualizing
what a machine might get out of the rich markup.

4. HELPS RANKING 4
“I wouldn’t
necessarily count on
that giving you any
sort of ranking
boost…I’m not going
to take it off the
table” – Matt Cutts
“ I wouldn’t count on that giving you a good ranking boost, although it can be a good idea to markup things in a rich structure just because, you
know…”

5. Syntax and Vocabulary 5
MOST POPULAR SEMANTIC SEO
Sending detailed
information about the
meaning of your page
content to search engines
and other data consumers
in a way that can be easily
processed by computers.
– Good-relations.org

6. Syntax and Vocabulary 6
WORTH KNOWING

7. RICH SNIPPETS SUPPORTED BY GOOGLE 7
Bookmark it

8. SCHEMA.ORG 8
Bookmark it

9. ALL MARKUPS EXPLAINED 9
Download it

10. DYI SCHEMA 10
Bookmark it

11. LOCAL BUSINESS 11

12. LOCAL RELEVANCE 12
Structured Markup for relevance to enhance local user experience

13. AUTOMATED SCHEMA INJECTION 13
Post

14. INTERNAL SEARCH USE 14
Semantic SEO as part of your internal search

15. SOCIAL MEDIA 15
Semantic Web for SEO & Social via OpenGraph

16. FACEBOOK NEWS FEED UPDATE 16
Facebook
Newsfeed
change guide |
Hubspot
Almost 50% of news Feed content today is photos and visual content. Link

17. MORE ITEMS IN OG? 17

18. OPENGRAPH FACEBOOK API 18
Bookmark it

19. KNOWLEDGE GRAPH 19

20. LOOKS FAMILIAR? 20
FYI

21. KEY TAKEAWAYS 21
Semantic Web is now a Best Practice
Test on small batch. Demonstrate value. Show how it is done
Identify right schema for your vertical
Think about changes to apply Schema at CMS level
Communicate to dev. and content important data fields you need
Explain the changes in site architecture
Don’t leave schema to dev. Decide what you want to do

22. OTHER RESOURCES 22
WP SEO Plugin | Yoast
Schema Creator Tool | Raven SEO
WP Schema Creator | Raven SEO
Rich Snippet Not Appearing | Google Webmaster Help
Google – Rich Snippet help form
Opengraph Overview | Facebook Developers
Ecommerce Semantic SEO | Good Relations

23. 23
THANKS
Frederic Chanut
Managing Director, In Marketing We Trust
Twitter: @InMkgWeTrust
Slideshare: InMktgWeTrust