The latest on schema.org and structured data for search marketing. From the Add3 SEO Meetup

1. Structured Data – The 80s Hair Metal Edition
Matthew J. Brown - Moz - @MatthewJBrown

2. Remember REO Speedwagon?

3. Remember 10 blue links?

4. THAT WASN’T VERY METAL

5. So now we’ve got SERPs that ROCKKKK

6. Structured data allows big sites to buy ‘beachfront property’

7. And also allows smaller players to snatch up real estate

8. Almost 75% of the Top 100 sites in Alexa
contain structured data markup
Over the Top 1 Million sites in Alexa, that
drops to 20%
Big sites: Ahead of the game bit.ly/HQraE9

9. But the game changes all the time

10. The (updated) basics

11. Schema.org, Twitter Cards, Authorship, Open Graph
(all of these and more covered by @ipullrank here: bit.ly/11cwNBU)

12. Open Graph Tags
https://developers.facebook.com/docs/opengraph/

13. Keep a lookout for new Open Graph actions: bit.ly/Zxop33

14. Yandex is using Open Graph create interactive “Islands”

15. Gmail is supporting ‘Actions in the Inbox’ with Schema.org

16. Twitter Cards: https://dev.twitter.com/docs/cards

17. Keep a lookout for new channels using data markup
(Pinterest’s Rich Pins: bit.ly/12oiJoe)

18. “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.”
Schema.org Step 1 - RTFM! bit.ly/1aFaoV2

19. Schema.org Step 2: Prioritize bit.ly/xWKwcU

20. Schema.org Step 3: Competition

22. Schema.org Step 4: Validate - bit.ly/1aFaoV2

23. Schema.org Step 5: Keep track of changes to this
WMT page: http://bit.ly/105kY02

24. Schema.org Step 6: The rich snippets Hail Mary:
http://bit.ly/yZ8vkb

25. Let’s get Semantic

26. Source: SEOSkeptic
Deeper Dive on Hummingbird from Aaron Bradley
(http://bit.ly/1aLpw0a) and AJ Kohn (http://bit.ly/1cXragb)

27. It’s not just about links anymore

28. Go all in with markup

30. http://conceptnet5.media.mit.edu/

31. http://conceptnet5.media.mit.edu/

33. What did we learn from the 80s?

34. Sometimes, the party is over

35. Google is the grunge of search

36. They’re taking over lots of the good stuff

37. Way more

38. Displacing entire verticals

39. Sometimes without structured data

40. Have a plan to survive

41. Our brave new mobile world

42. Mobile + Desktop BFFs

43. Plan for mobile/table traffic

44. Use authorship to maximize domain authority

45. Put G+ and Author Rank to work

47. http://moz.com/blog/using-google-plus-to-appear-in-the-top-resultsevery-time-whiteboard-friday

49. Can I be an “entity in the knowledge graph”? YES.
http://www.greenlaneseo.com/blog/2014/02/optimize-now-entities-relationships/

50. Email:
mjb@moz.com Twitter: @MatthewJBrown
Stryper says THANKS!