These slides were presented at the Semrush webinar "Structured Data for Content Marketing". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-for-content-marketing/

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Structured data for content marketing

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● Structured data is how we communicate with search engines.
● We use schema.org to describe the relationships between all of our things.
● Things are (in) content.
● Describing those entities and relationships helps to manage understanding.
● That helps us to control the narrative.
● That’s called marketing.
● Structured data is content marketing (to/for machines).
● So, what does that look like?
Content marketing?

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Things which people miss(take)...
● WebPage vs Article vs Blog vs BlogPosting
● Comments and commenters
● Attaching images to nodes
● Content review(er)s
● significantLink and relatedLink
● Potential actions
● Advanced breadcrumb behaviour

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WebPage vs Article vs Blog vs BlogPosting
● The relationship between these properties is complex.
● Multi-typing can make this easier!
○ Use [“WebPage”, “Blog”] for your blog ‘index’?
○ Or use [“WebSite”, “Blog”] for to describe your whole site?
○ Use [“Article”, “BlogPosting”] for individual posts?
○ Use isPartOf to connect your blog posts back to the blog.
● Ignore Google when they say “don’t describe the web page”.

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Comments and commenters
● Comments are rich, deep,
connected entities!
● Describe individual
commenters.
● Consolidate references for
known/existing/duplicate
commenters.
● Describe comment relationships
(via “parentItem”).

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Attaching images
● I have an blog post which contains images.
● Are they “in the article”? Or “on the webpage”? Or both? Or something else?
● The answer is none of these.
● Images exist independently of their
context in the content.
● Describe their relationships to build
strong connections!
● Use “primaryImageOfPage” alongside
“image” to describe relationships.

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Content Reviewers
● How trustworthy is your content marketing?

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Related links
● What are you citing?

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Potential Actions
● What can you do with or to this thing?
● What’s the item, action, and
actor?
● Can you…
Achieve, assess, consume, control,
create, find, interact, move, organize,
play, search, seek, solve, trade, transfer,
update?
● These have subtypes (like buy,
watch, read)!

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Advanced Breadcrumb behaviour
● Where are you in the site?
● Think about how you describe
the current page, and the site
structure above/around it.
● The last page and the current
page should usually be the
same thing!

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