1.
1Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Ashley Berman Hale
@bermanhale
Gennaro Cuofano
@fourweekmba
Dave Ojeda
@regroup
Jason Barnard
@jasonmbarnard

2.
2Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema Markup = Cool !

3.
3Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
“I want to Live in a world
where Schema is not
that important, but
currently we need it”

4.
4Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
A
Q
Relevancy
Understanding
Credibility

5.
5Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Available answers
Communicate
Understanding

6.
6Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
● Thing
○ CreativeWork
○ Event
○ Organisation
○ Person
○ Place
○ Product
○ Intangible
○ Action

7.
7Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
These vocabularies cover entities, relationships
between entities and actions

8.
8Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema => Knowledge Graph

9.
9Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema Q1
Does that equivalence
flip, flop or fly?
(as the Blues Brothers sang)

10.
10Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup

11.
11Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup

12.
12Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema Q2
Can you give us some groovy ideas of
sameAs for companies,
people and products?

13.
13Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Yes? No? Bit of Both?

14.
14Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema Q3
I think I got it partially wrong...
@id / Unique URI identifiers
What it is, how does it work,
what are best practices ?

15.
15Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Action and Skills

16.
16Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema Q4
Schema feeding Actions and Events
How?
Can we ignore building
Actions / Skills?

17.
17Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
https://goo.gl/DxNGBB

18.
18Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
{
"@context": "http://schema.org/",
"@type": "WebPage",
"name": "Jane Doe's homepage",
"speakable":
{
"@type": "SpeakableSpecification",
"cssSelector": ["headline", "summary"]
},
"url": "http://www.janedoe.com"
}

19.
19Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
{
"@context": "http://schema.org/",
"@type": "WebPage",
"name": "Jane Doe's homepage",
"speakable": [ "#myhead1", "#thesummary"],
"url": "http://www.janedoe.com"
}
issue-1389 Types (1)
SpeakableSpecification
issue-1389 Properties (3)
cssSelector, speakable, xpath

20.
20Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
● HowTo
● HowToDirection
● HowToSection
● HowToStep
● HowToTip
● HowToDirection
● HowToItem
○ HowToSupply
○ HowToTool
● ReactAction
○ AgreeAction
○ DisagreeAction
○ DislikeAction
○ EndorseAction
○ LikeAction
● ControlAction
○ ActivateAction
○ DeactivateAction
○ ResumeAction
○ SuspendAction
● QAPage
● Question
● Answer
● Comment
○ Answer

21.
21Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema Q5
Voice Assistive Schema.
Cool and fun to play with (for me)
What about for businesses
in real life?

22.
22Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema as a part of
the site design / planning process

23.
23Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema Q7
Building a site with Schema in mind
Can you give us some
pointers?

24.
24Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup

25.
25Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema Q6
New(ish), groovy Schema
JobPosting… tell us more!

26.
26Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
“We don’t use
Schema.org as a
Quality Factor”
Featured Snippets appear when
Google has high confidence in
the usefulness of a response
Structured Data can support
confidence
(Alexis Sanders)
...then they fill in the gaps
from web pages and
presumably the more
structured, the better.
(Dawn Anderson)

27.
27Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema helps rankings...
Directly, indirectly, or only in my dreams?

28.
28Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
1. Knowledge Graph first, then best of top 10 results
2. “Answer” algo on top of search algo
3. Ultimate Source of Truth
4. User signals crucial signal
5. ...
Position0 Profile - #SEOisAEO

29.
29Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Schema & Position0
Any points to add to our ongoing profile?

30.
30Epic #SEOisAEO series: More than you thought you needed to know about Schema Markup
Ashley Berman Hale
@bermanhale
Gennaro Cuofano
@fourweekmba
Dave Ojeda
@regroup
Jason Barnard
@jasonmbarnard

31.
31#SEOisAEO webinar series
Simon Cox
@simoncox
Ross Tavendale
@rtavs
Kim Krause Berg
@kim_cre8pc
Jason Barnard
@jasonmbarnard
Same time, same place next Tuesday - Episode 5:
Semantic HTML5, Information Architecture and
Accessibility - so many missed opportunities