Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
@badams#SearchmetricsSummit#SearchmetricsSummit
Structured Data
That Drives Results
Barry Adams
@badams
@badams#SearchmetricsSummit
Barry Adams
➢ Doing SEO since 1998
➢ Founder of Polemic Digital
➢ Co-Chief at State of Digital
@badams#SearchmetricsSummit
What is Structured Data?
“Data that has been organized in to a
formatted repository.”
@badams#SearchmetricsSummit
What is Structured Data?
“Data that has been organized in to a
formatted repository.”
This mak...
@badams#SearchmetricsSummit
Types of Structured Data
• Databases
• Tables
• Lists
• Linked Data
1. Data
2. Data
3. Data
@badams#SearchmetricsSummit
Types of Structured Data
• Databases
• Tables
• Lists
• Linked Data
1. Data
2. Data
3. Data
@badams#SearchmetricsSummit
Linked Data
“Linked Data is a method of publishing structured
data so that it can be interlink...
@badams#SearchmetricsSummit
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Book",
"name"...
@badams#SearchmetricsSummit
Google Recommends
• Site Information;
➢ Organisation
➢ Contact info
➢ Social profiles
➢ Breadc...
@badams#SearchmetricsSummit
Rewards?
@badams#SearchmetricsSummit
Rich Results
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "...
@badams#SearchmetricsSummit
Rich Results
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "...
@badams#SearchmetricsSummit
Rich Results
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": ...
@badams#SearchmetricsSummit
Rich Results
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "...
@badams#SearchmetricsSummit
Rich Results
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "...
@badams#SearchmetricsSummit
Rich Results
https://www.slideshare.net/sandersal1/brightonseo-structured-data-by-alexis-sande...
@badams#SearchmetricsSummit
@badams#SearchmetricsSummit
Social Profiles
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type"...
@badams#SearchmetricsSummit
Sitelinks Search Box
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@...
@badams#SearchmetricsSummit
Local Business
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type":...
@badams#SearchmetricsSummit
Job Posting
<script type="application/ld+json">
{
"@context" : "http://schema.org/",
"@type" :...
@badams#SearchmetricsSummit
Implementation
@badams#SearchmetricsSummit
Typical Errors 1
@badams#SearchmetricsSummit
Typical Errors 2
@badams#SearchmetricsSummit
Typical Errors 3
@badams#SearchmetricsSummit
Typical Errors 4
@badams#SearchmetricsSummit
Typical Errors 4
JSON-LD Markup should be in
the raw HTML source
@badams#SearchmetricsSummit
What’s Coming?
@badams#SearchmetricsSummit
Speakable
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "We...
@badams#SearchmetricsSummit
HowTo
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "HowTo",...
@badams#SearchmetricsSummit
NewsArticle Extensions
➢ AnalysisNewsArticle
➢ BackgroundNewsArticle
➢ OpinionNewsArticle
➢ Re...
@badams#SearchmetricsSummit
http://pending.schema.org/
@badams#SearchmetricsSummit
@badams#SearchmetricsSummit
@badams#SearchmetricsSummit
@badams#SearchmetricsSummit
@badams#SearchmetricsSummit
Key Takeaways
• Structured Data can result in Rich Snippets;
➢ Rich Snippet results have a hig...
@badams#SearchmetricsSummit#SearchmetricsSummit
ThankYou
barry@polemicdigital.com
www.polemicdigital.com
@polemicdigital
@...
Prochain SlideShare
Chargement dans…5
×

Structured Data That Drives Results - #SearchmetricsSummit

1 525 vues

Publié le

Slides from my talk at the Searchmetrics Summit in London on 10 May 2018, where I spoke about structured data snippets that deliver tangible benefits for websites.

Publié dans : Internet
  • DOWNLOAD THI5 BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

Structured Data That Drives Results - #SearchmetricsSummit

  1. 1. @badams#SearchmetricsSummit#SearchmetricsSummit Structured Data That Drives Results Barry Adams @badams
  2. 2. @badams#SearchmetricsSummit Barry Adams ➢ Doing SEO since 1998 ➢ Founder of Polemic Digital ➢ Co-Chief at State of Digital
  3. 3. @badams#SearchmetricsSummit What is Structured Data? “Data that has been organized in to a formatted repository.”
  4. 4. @badams#SearchmetricsSummit What is Structured Data? “Data that has been organized in to a formatted repository.” This makes the data machine-readable
  5. 5. @badams#SearchmetricsSummit Types of Structured Data • Databases • Tables • Lists • Linked Data 1. Data 2. Data 3. Data
  6. 6. @badams#SearchmetricsSummit Types of Structured Data • Databases • Tables • Lists • Linked Data 1. Data 2. Data 3. Data
  7. 7. @badams#SearchmetricsSummit Linked Data “Linked Data is a method of publishing structured data so that it can be interlinked and become more useful through semantic queries.”
  8. 8. @badams#SearchmetricsSummit <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Book", "name": "Information Architecture: For the Web and Beyond", "publisher": "O'Reilly", "inLanguage": "English", "bookFormat": "Paperback", "offers": { "@type": "Offer", "price": "22.99", "priceCurrency": "GBP" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "17" } </script>
  9. 9. @badams#SearchmetricsSummit Google Recommends • Site Information; ➢ Organisation ➢ Contact info ➢ Social profiles ➢ Breadcrumbs ➢ Search box • Content Types; ➢ Local Business ➢ Articles ➢ Books ➢ Job Postings ➢ Products ➢ Recipes ➢ Reviews ➢ …
  10. 10. @badams#SearchmetricsSummit Rewards?
  11. 11. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "BreadcrumbList", "itemListElement": [{ "@type": "ListItem", "position": 1, "item": "https://website.com/" }, { "@type": "ListItem", "position": 2, "item": "https://website.com/section/" }, { "@type": "ListItem", "position": 3, "item": "https://website.com/section/page/" }] } </script>
  12. 12. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Product", "name": "SEO Audit", "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "12" } } </script>
  13. 13. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "Product", "name": "Second Hand Anvil", "mpn": "925872", "offers": { "@type": "Offer", "priceCurrency": "USD", "price": "119.99", "priceValidUntil": "2020-11-05", "itemCondition": "http://schema.org/UsedCondition", "availability": "http://schema.org/InStock", "seller": { "@type": "Organization", "name": " Company" } } } </script>
  14. 14. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Event", "name": "Awesome Concert", "location": { "@type": "Place", "name": "Event Venue" }, "startDate": "2018-05-11T19:00", "endDate": "2018-05-11T23:30", "offers": { "@type": "Offer", "validFrom": "2018-05-11T19:00", "availability": "1200", "price": "50", "priceCurrency": "GBP", "url": "https://website.com/event/" } } </script>
  15. 15. @badams#SearchmetricsSummit Rich Results <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "VideoObject", "name": "Title of the video", "thumbnailUrl": "https://website.com/img.jpg", "uploadDate": "2015-02-05T08:00:00+08:00", "duration": "PT8M19S", "publisher": { "@type": "Organization", "name": "Publisher Name" }, "contentUrl": "https://website.com/video123.flv" } </script>
  16. 16. @badams#SearchmetricsSummit Rich Results https://www.slideshare.net/sandersal1/brightonseo-structured-data-by-alexis-sanders
  17. 17. @badams#SearchmetricsSummit
  18. 18. @badams#SearchmetricsSummit Social Profiles <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Organization", "name": "Organisation Name", "url": "https://www.your-company-site.com", "logo": "https://www.your-company-site.com/logo.png", "sameAs": [ "https://www.facebook.com/your-profile", "https://instagram.com/yourProfile", "https://www.linkedin.com/in/yourprofile", "https://twitter.com/yourprofile" ] "contactPoint": [{ "@type": "ContactPoint", "telephone": "+353-123-4567-890", "contactType": "Sales" }] } </script>
  19. 19. @badams#SearchmetricsSummit Sitelinks Search Box <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebSite", "url": "https://www.example.com/", "potentialAction": { "@type": "SearchAction", "target": "https://website.com/search?q={search_term_string}", "query-input": "required name=search_term_string" } } </script>
  20. 20. @badams#SearchmetricsSummit Local Business <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "BarOrPub", "name": "The John Hewitt Bar", "address": { "@type": "PostalAddress", "streetAddress": "51 Donegal St", "addressLocality": "Belfast", "postalCode": "BT1 2FH", "addressCountry": "UK" }, "telephone": "028 9023 3768", "openingHoursSpecification": [ { "@type": "OpeningHoursSpecification", "dayOfWeek": [ "Saturday", "Sunday" ], "opens": "11:30", "closes": "01:00" }] } </script>
  21. 21. @badams#SearchmetricsSummit Job Posting <script type="application/ld+json"> { "@context" : "http://schema.org/", "@type" : "JobPosting", "title" : "Fitter and Turner", "identifier": { "@type": "PropertyValue", "name": "MagsRUs Wheel Company", "value": "1234567" }, "datePosted" : "2017-01-18", "validThrough" : "2017-03-18T00:00", "employmentType" : "CONTRACTOR", "hiringOrganization" : { "@type" : "Organization", "name" : "MagsRUs Wheel Company" }, "jobLocation" : { "@type" : "Place", "address" : { "@type" : "PostalAddress", … … … </script>
  22. 22. @badams#SearchmetricsSummit Implementation
  23. 23. @badams#SearchmetricsSummit Typical Errors 1
  24. 24. @badams#SearchmetricsSummit Typical Errors 2
  25. 25. @badams#SearchmetricsSummit Typical Errors 3
  26. 26. @badams#SearchmetricsSummit Typical Errors 4
  27. 27. @badams#SearchmetricsSummit Typical Errors 4 JSON-LD Markup should be in the raw HTML source
  28. 28. @badams#SearchmetricsSummit What’s Coming?
  29. 29. @badams#SearchmetricsSummit Speakable <script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "WebPage", "name": "Jane Doe's homepage", "url": "http://www.janedoe.com", "speakable": { "@type": "SpeakableSpecification", "cssSelector": ["headline", "summary"] } } </script>
  30. 30. @badams#SearchmetricsSummit HowTo <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "HowTo", "name": "How to change your car’s tyre", "totalTime": "00:15:00", "tool": { "@type":"HowToTool", "name": "Tyre Jack" } "steps": [{ "@type": "HowToSection", "name": "Removing your old tyre", "itemListElement": [{ "@type": "HowToStep", "itemListElement": { "@type": "HowToDirection", "description": "Describe what to do here" } ... </script>
  31. 31. @badams#SearchmetricsSummit NewsArticle Extensions ➢ AnalysisNewsArticle ➢ BackgroundNewsArticle ➢ OpinionNewsArticle ➢ ReportageNewsArticle ➢ ReviewNewsArticle
  32. 32. @badams#SearchmetricsSummit http://pending.schema.org/
  33. 33. @badams#SearchmetricsSummit
  34. 34. @badams#SearchmetricsSummit
  35. 35. @badams#SearchmetricsSummit
  36. 36. @badams#SearchmetricsSummit
  37. 37. @badams#SearchmetricsSummit Key Takeaways • Structured Data can result in Rich Snippets; ➢ Rich Snippet results have a higher CTR • Structured Data helps search engines connect the dots; ➢ This enables other types of SERP enrichments • Errors are common but preventable; ➢ Always use the Structured Data Testing Tool • Plenty more to come; ➢ Keep an eye on schema.org and Google’s docs
  38. 38. @badams#SearchmetricsSummit#SearchmetricsSummit ThankYou barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

×