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Schema
- 2. PRACTICAL SCHEMA - SEAN HAYES SCHEMA WHAT ARE WE GOING TO COVER? ▸What ▸Why ▸Where ▸How ▸Examples ▸Q&A
- 3. PRACTICAL SCHEMA - SEAN HAYES WHAT IS SCHEMA DEFINING SCHEMA ▸Schema is a structured data vocabulary that defines entities, actions and relationships on the Internet https://www.semrush.com/blog/what-is-schema-beginner-s-guide-to-structured-data/ ‣ Schema is fully defined at https://schema.org/
- 5. PRACTICAL SCHEMA - SEAN HAYES SCHEMA STRUCTURED DATA VS SCHEMA - CLARIFICATION ▸Schema is an agreed upon set of definitions for tags describing entities or things ▸https://schema/org - hundreds of definitions ▸Structured data helps pair names with values to help search engines categorize and index your content such as ▸Title, Publisher, Dates, Image information etc https://moz.com/learn/seo/schema-structured-data
- 6. PRACTICAL SCHEMA - SEAN HAYES WHY SCHEMA WHY SCHEMA? ▸Assists the search engines in understanding more about the nature of the content on the page ▸For example: ▸Social Media title and description data (OpenGraph) ▸Accepted protocol for social sites to retrieve information from the source website for display when sharing content
- 7. PRACTICAL SCHEMA - SEAN HAYES WHY SCHEMA GOOD STRUCTURED DATA ▸Google has stated that properly structured data can enhance your site’s appearance in their search results ▸Schema helps Google understand the content ▸Provides relevancy signals ▸Search results for a site can benefit from enhanced results (carousels, rich snippets, knowledge boxes)
- 8. PRACTICAL SCHEMA - SEAN HAYES WHY SCHEMA RICH SEARCH RESULTS ▸Example of Rich Card search results - a benefit of adding schema to your sites markup
- 9. PRACTICAL SCHEMA - SEAN HAYES WHY SCHEMA SOME SCHEMA BENEFITS ▸Rich search results: Includes styling, images, and other visual enhancements ▸Rich cards: A variation on rich search results, similar to rich snippets and designed for mobile users ▸Knowledge Graph: Information about an entity such as a brand
- 10. PRACTICAL SCHEMA - SEAN HAYES WHY SCHEMA SOME SCHEMA BENEFITS (CONTINUED) ▸Breadcrumbs: Breadcrumbs in your search result ▸Carousels: A collection of multiple rich results in a carousel style ▸Rich results for AMP: To have your AMP (Accelerated Mobile Pages) appear in carousels and with rich results, you’ll need to include structured data ▸https://developers.google.com/search/docs/guides/search-gallery ▸https://moz.com/blog/structured-data-for-seo-1
- 11. PRACTICAL SCHEMA - SEAN HAYES SCHEMA SCHEMA MARKUP TYPES ▸Microdata is html attributes within markup throughout a page (this is considered the old way of implementing Schema) ▸JSON-LD is a structured JSON object produced and injected into a page in once piece
- 12. PRACTICAL SCHEMA - SEAN HAYES WHERE IS SCHEMA? TWO WAYS TO PUT SCHEMA INTO YOUR PAGE ▸Schema is stored within the HTML markup ▸In each page’s source code (JSON-LD example below)
- 13. PRACTICAL SCHEMA - SEAN HAYES WHERE IS SCHEMA? SCHEMA IN YOUR HTML MARKUP ▸Microdata example below (https://kinsta.com/blog/schema-markup- wordpress/)
- 14. PRACTICAL SCHEMA - SEAN HAYES SCHEMA MICRODATA VS JSON-LD ▸Google prefers JSON-LD over microdata but they serve the same purpose ▸Microdata is within the HTML markup of your page and makes it difficult to add, remove content or other structured data ▸Where possible use JSON-LD as it’s generally easier to implement and maintain
- 15. PRACTICAL SCHEMA - SEAN HAYES HOW SCHEMA GETS THERE SCHEMA PLUGINS ▸Plugins ▸Yoast ▸Schema for WordPress ▸Schema ▸Schema Pro
- 16. PRACTICAL SCHEMA - SEAN HAYES HOW SCHEMA GETS THERE OTHER WAYS SCHEMA GETS INTO YOUR SITE ▸Themes may have defaults built in ▸Hand built into a site or theme ▸Google Tag Manager (https://yoast.com/structured-data- google-tag-manager/)
- 17. PRACTICAL SCHEMA - SEAN HAYES HOW SCHEMA GETS THERE USING AN SEO PLUGIN (RECOMMENDED, EASY) ▸This path definitely takes care of the basics ▸Yoast is a good SEO plugin example that also implements schema markup in your webpages ▸Yoast 11 builds structured data entries for every post and page on your site (https://yoast.com/yoast-seo-11-0/) ▸Yoast has a comprehensive guide on structured data (https://yoast.com/structured-data-schema-ultimate-guide/)
- 18. PRACTICAL SCHEMA - SEAN HAYES HOW SCHEMA GETS THERE USING A SCHEMA PLUGIN ▸Why use a schema plugin? ▸Convenience ▸No coding required ▸Large choice (search: wordpress schema plugin) ▸Not much difference between them all ▸All basics handled with fine tuning allowed as needed
- 19. PRACTICAL SCHEMA - SEAN HAYES USING SCHEMA TYPES OF SCHEMA USES ▸News articles or blog postings ▸Product in an e-commerce store ▸Breadcrumbs ▸Recipes ▸Reviews ▸Events (More here: https://developers.google.com/search/docs/guides/search-gallery )
- 20. PRACTICAL SCHEMA - SEAN HAYES SCHEMA VIEWS OF SCHEMA IN ACTION ‣ Here are some links that show representative use of schema ‣ https://chicago.suntimes.com/politics/2019/6/10/18658536/illinois-expands-gambling-try-to- determine-number-gambling-addicts ‣ https://www.straightdope.com/columns/read/1481/why-is-the-republican-party-called-the- gop/ ‣ https://ornamenttastic.com/shop/santas-elf-christmas-ornament/ Woocommerce with Yoast plugin ‣ https://sebamedshop.co.uk/product/sebamed-clear-face-cleansing-foam-150ml/ Woocommerce and Schema plugin ‣ https://www.wired.com/story/google-leaks-pixel-4/
- 21. PRACTICAL SCHEMA - SEAN HAYES SCHEMA WORKED EXAMPLE ▸Try it for yourself in a Google Codelab environment ▸https://codelabs.developers.google.com/codelabs/structured- data/index.html ▸This links walks you through an off-line worked example ▸Good if you really want to get into the weeds and try things out
- 22. PRACTICAL SCHEMA - SEAN HAYES SCHEMA ENHANCE YOUR BUSINESS ▸You can enhance the appearance and coverage of your official website and presence in search results ▸By defining what you would like to see for some elements in the structured data you can standardize the display of your company ▸You say what you would like to be used by Google and over time it learns to trust your site and to display the information you prefer ▸https://developers.google.com/search/docs/guides/enhance-site
- 23. PRACTICAL SCHEMA - SEAN HAYES SCHEMA THEMES THAT IMPLEMENT SCHEMA ‣ Thesis (Focus) https://diythemes.com/demo/seo/ ‣ Genesis (with Genesis Simple Schema Plugin) ‣ https://wordpress.org/themes/schema-lite/ ‣ https://mythemeshop.com/themes/schema/ ($) ‣ There maybe more
- 24. PRACTICAL SCHEMA - SEAN HAYES SCHEMA VALIDATING YOUR SITE CONTENT (RECOMMENDED) ▸I encourage you to validate your content using Google’s Structured Data Testing tool ▸https://search.google.com/structured-data/testing-tool/ ▸Paste in source code or enter a url to validate ▸This will help identify mandatory schema elements and optional ▸Some schema elements are mandatory for the thing type (NewsArticle, BlogPosting, Product) ▸Some schema elements are optional ▸And this tool will report these ▸Fix errors promptly if you can
- 25. PRACTICAL SCHEMA - SEAN HAYES SCHEMA ADDITIONAL TALK / SLIDES ▸From WordCamp for Publishers 2018 ▸For a deep, deeper dive into the Schema and meta world. ▸https://2018-chicago.publishers.wordcamp.org/session/meta- and-schema-defining-the-content-about-your-content/
- 27. SCHEMA SEAN HAYES ▸ Director of Technology at Gate 39 Media www.gate39media.com ▸ Previously lead developer at the Chicago Sun-Times ▸ Independent freelancer with over 12 years working with WordPress ▸ Enjoys racing cars