1.
Content Marketing + Structured Data
Martha van Berkel
CEO, Schema App

2.
MIT
Queen’s
University
Strategy &
Innovation
Mathematics
& Engineering
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nationality
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3.
Schema Markup = Structured Data

4.
Schema Markup is an SEO strategy to help
your content to be understood explicitly by
search engines and stand out in search.

5.
52%
of Google Search Central
documentation updates
are on schema markup
57 updates to documentation are directly related to structured data (out of 109 total updates)
March 2020 - March 2021
Google is Investing More in Schema Markup

6.
16
version releases from
2012 to 2019
12
version releases from
2020 to today
Schema.org

7.
Schema Markup is
Code that Google
Understands

8.
1. Rich Result Opportunities
2. Schema.org + Properties
3. Connected Schema Markup
4. Wikidata + Wikipedia
5. Strong Connectors
The List

9.
#1
Rich Result Opportunities

10.
32+ Ways to Stand Out in Search

11.
Opportunities Expanding: New Rich Results

12.
How-to

13.
FAQ

14.
Product

15.
https://developers.google.com/search/docs/data-types/article

16.
#2
Schema.org

17.
Schema.org is a vocabulary and structure created by Google, Yahoo, Bing
and Yandex back in 2011. There are over 800 different definitions, each
with 20+ properties to define them.
Schema Markup (aka Structured Data) is the act of applying Schema.org
vocabulary in the form of code to your digital content.
The Vocabulary: https://schema.org

18.
Schema.org

19.
Use more than required and recommended.
Don’t use all properties.
Use properties to inform content.

20.
#3
Connected Schema Markup

21.
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Office
European
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(price)
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FAQ
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manufacturer
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Connect Your Schema Markup to Tell a Story

22.
https://www.schemaapp.com/schema-paths/

23.
July 8 2020, Update to documentation to connect markup.
Connect Markup with @IDs
https://developers.google.com/search/docs/guides/sd-policies

24.
#5
Wikidata + Wikipedia

25.
Use Wikidata definition to define concepts

26.
sameAs = https://en.wikipedia.org/wiki/Wembley_Stadium

27.
sameAs = https://en.wikipedia.org/wiki/World_Health_Organization

28.
mentions = https://www.wikidata.org/wiki/Q552581

29.
#6
Strong Connectors

30.
about
mentions
subjectOf
hasPart
Use Strong Connections

31.
Article
about
https://en.wikipedia.org/wiki/Friends
mentions
https://en.wikipedia.org/wiki/Justin_Bieber

32.
Article
about
https://en.wikipedia.org/wiki/Friends
mentions
https://en.wikipedia.org/wiki/Justin_Bieber
subjectOf
FAQ

33.
Schema App is Trusted by SEOs Worldwide

34.
Contact
Martha van Berkel
CEO, Schema App
martha@schemaapp.com
Twitter: @marthavanberkel