Schema, Google & The Future of the Web

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A world of structured data promises us an incredible future. But most websites struggle to even implement basic schema.org markup. Fewer still represent and connect their pages and content in sophisticated, structured graphs. We can’t reach that incredible future without increasing and improving adoption. To move forward, we need to make constructing rich structured data as easy as writing a recipe. This isn’t a pipe dream: at Yoast, we think we’ve solved schema for everybody, everywhere. We’d love to share our story.

Données & analyses

@jonoalderson
Schema, Google & The
Future of the Web

@jonoalderson
“71% of consumers begin their journeys by using a search
engine to discover new products and services (initiation)”
“74% reported using a search engine for consideration
and purchasing (research, comparison, transaction).”
Forrester, 2016 [link]

@jonoalderson
But that was just the beginning

@jonoalderson
The limits of crawling & of ML

@jonoalderson
Content is poorly structured

@jonoalderson
That makes it hard to do shiny things

@jonoalderson
They need (more) structured data

@jonoalderson
The web is more than pages

@jonoalderson
All of this bothered me greatly

@jonoalderson
1: How can we enable everybody to have rich graphs,
which represent their content, business, products, etc?
2: How can we do it all automatically and invisibly,
based on the users’ content?
3: How can we make the solution scalable, and
interoperable (beyond Yoast, beyond WordPress)?

@jonoalderson
Schema.org has limitations

@jonoalderson
(they don’t support cross-page IDs)

@jonoalderson
One primary entity per page

@jonoalderson
No deﬁned implementation logic

@jonoalderson
Websites are made of multiple systems

@jonoalderson
No consistent or predictable IDs

@jonoalderson
Content changes the graph recursively

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Schema, Google & The Future of the Web

1. @jonoalderson Schema, Google & The Future of the Web

2. @jonoalderson “71% of consumers begin their journeys by using a search engine to discover new products and services (initiation)” “74% reported using a search engine for consideration and purchasing (research, comparison, transaction).” Forrester, 2016 [link]

3. @jonoalderson Hello!

4. @jonoalderson

5. @jonoalderson I see a theme

6. @jonoalderson The past and the future

7. @jonoalderson They crawl the web

8. @jonoalderson Once upon a time...

9. @jonoalderson But that was just the beginning

10. @jonoalderson The new normal

11. @jonoalderson

12. @jonoalderson This is their endgame

13. @jonoalderson However...

14. @jonoalderson

15. @jonoalderson The limits of crawling & of ML

16. @jonoalderson Content is poorly structured

17. @jonoalderson

18. @jonoalderson

19. @jonoalderson That makes it hard to do shiny things

20. @jonoalderson Like voice search

21. @jonoalderson They need (more) structured data

22. @jonoalderson Microformats & schema.org

23. @jonoalderson The next generation

24. @jonoalderson

25. @jonoalderson The web is more than pages

26. @jonoalderson

27. @jonoalderson This is JSON-(L)D

28. @jonoalderson All of this bothered me greatly

29. @jonoalderson 1: How can we enable everybody to have rich graphs, which represent their content, business, products, etc? 2: How can we do it all automatically and invisibly, based on the users’ content? 3: How can we make the solution scalable, and interoperable (beyond Yoast, beyond WordPress)?

30. @jonoalderson Some of the challenges

31. @jonoalderson Schema.org has limitations

32. @jonoalderson Google’s rules are ﬁnicky

33. @jonoalderson

34. @jonoalderson

35. @jonoalderson (they don’t support cross-page IDs)

36. @jonoalderson One primary entity per page

37. @jonoalderson No deﬁned implementation logic

38. @jonoalderson Websites are made of multiple systems

39. @jonoalderson No consistent or predictable IDs

40. @jonoalderson Content changes the graph recursively

41. @jonoalderson WordPress had the answer