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Advanced Structured Data Principles and Applications

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My Presentation at SMXL Milan 2018 with David Amerland. Together we gave an overview on the strategies and principles of application of structured data and how it can improve discoverability and increase accuracy of Search for a much better user experience. But first you need to understand HOW structured data works and how you can implement on your digital assets

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Advanced Structured Data Principles and Applications

  1. 1. @sjachillewww.smxl.it #SMXL18 6-7-8, NOVEMBER 2018 Advanced Structured Data Sante J Achille Search Marketing Specialist
  2. 2. @sjachillewww.smxl.it #SMXL18 What I’ll be addressing today… • Benefits of Structured Data • A closer look at the underlying principles • Practical implementation • Examples • Q&A – all you can eat!
  3. 3. @sjachillewww.smxl.it #SMXL18 Benefits Less Noise, More Conversions – Some Facts on Performance
  4. 4. Before SEO After SEO N° Queries in Google Search Console After Structured Data Implementation & Entity Identification
  5. 5. @sjachillewww.smxl.it #SMXL18 Performance
  6. 6. @sjachillewww.smxl.it #SMXL18 Performance
  7. 7. @sjachillewww.smxl.it #SMXL18 Performance NOTE: Data does not include leads from Google Local Business
  8. 8. @sjachillewww.smxl.it #SMXL18 The Theory… Understanding structured data
  9. 9. @sjachillewww.smxl.it #SMXL18 “An information web is an organic entity that grows from the interests and energy of the communities that support it” “Anyone can say Anything about Any Topic” Semantic Web for the Working Ontologist Dean Allemang – Jim Hendler
  10. 10. @sjachillewww.smxl.it #SMXL18 Organizing Data Across the Web How is it done??
  11. 11. @sjachillewww.smxl.it #SMXL18 The Resource Description Framework (RDF) defines information about resources. Resources can be anything: documents, people, physical objects or abstract concepts. http://www.w3.org/TR/rdf11-primer/ • Information is represented by a Node-Arc model…
  12. 12. @sjachillewww.smxl.it #SMXL18 In RDF the description of a resource is represented by a series of triples. The components of each triple are the Subject - Predicate – Object A triple emulates the structure of a simple phrase such as “Sante lives in L'Aquila…”
  13. 13. @sjachillewww.smxl.it #SMXL18 The Subject of the triple is the URI, identifying the resource being described The Object may be a value (string, number, data, …) or the URI of another resource which is somehow related to the subject The Predicate explains the relationship between subject and object and is a URI chosen amongst those available in the various Vocabularies …
  14. 14. @sjachillewww.smxl.it #SMXL18 Let’s see this in action! A JSON-LD file and equivalent Triples
  15. 15. @sjachillewww.smxl.it #SMXL18 Example: a simple phrase Mario Rossi works for Azienda Srl. Their corporate VATID is ITXXXXXXXXXXX, they can be reached via email at info@aziendasrl.it or you can call at +39. XXX XX XX XXX
  16. 16. @sjachillewww.smxl.it #SMXL18 The underlying concepts Mario Rossi is a Person He worksFor Azienda Srl Azienda Srl has VatID ITXXXXXXXXXXX Azienda Srl has email info@azienda.it Azienda Srl telephone number is +39. XXX XX XX XXX
  17. 17. @sjachillewww.smxl.it #SMXL18 Equivalent in RDF Triples <https://www.aziendasrl.it/> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://schema.org/Organization> . <https://www.aziendasrl.it/> <http://schema.org/legalName> "Azienda Srl" . <https://www.mariorossi.it/> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://schema.org/Person> . <https://www.mariorossi.it/> <http://schema.org/name> "Mario Rossi" . <https://www.aziendasrl.it/> <http://schema.org/email> "mario.rossi@aziendasrl.it" . <https://www.mariorossi.it/> <http://schema.org/worksFor> <https://www.aziendasrl.it/> . <https://www.aziendasrl.it/> <http://schema.org/telephone> "+39. XXX XX XX XXX" . <https://www.aziendasrl.it/> <http://schema.org/vatID> "ITXXXXXXXXXXX" . http://rdf-translator.appspot.com/
  18. 18. @sjachillewww.smxl.it #SMXL18 { "@context" : "https://www.schema.org/", "@id" : "https://www.mariorossi.it/", "@type" : "Person", "name" : "Mario Rossi", "worksFor" : { "@type" : "Organization", "@id" : "https://www.aziendasrl.it/", "legalName" : "Azienda Srl", "vatID" : "ITXXXXXXXXXXX", "email" : ”info@aziendasrl.it", "telephone" : "+39. XXX XX XX XXX" } } The JSON-LD File Subject Predicate Object
  19. 19. @sjachillewww.smxl.it #SMXL18 The JSON-LD File Subject Predicate Object
  20. 20. @sjachillewww.smxl.it #SMXL18 Implementing Structured Data Content Modelling
  21. 21. Schema Markup for Documents { "@context" : "https://www.schema.org/", "@id" : "https://www.mariorossi.it/documents/", "@type" : "DigitalDocument", "name" : "Approved Waivers", "about" : { "@id" : "https://www.uscis.gov/i-601", "@type" : Thing”, "name" : "I-601, Application for Waiver of Grounds of Inadmissibility" }, "hasPart" : { "@id" : "https://www.mariorossi.it/documents/waiver.png", "@type" : "ImageObject", "name" : "Form I-797, Notice of Action", "description" : "application for travel document: approval notice. ", "about" : { "@id" : "https://www.wikidata.org/wiki/Q5422397", "@type" : "Thing", "name" : "Extreme Hardship" } } }
  22. 22. @sjachillewww.smxl.it #SMXL18 Equivalent in RDF Triples <https://www.mariorossi.it/documents/> <http://schema.org/hasPart> <https://www.mariorossi.it/documents/waiver.png> . <https://www.mariorossi.it/documents/waiver.pdf> <http://schema.org/description> "application for travel document: approval notice. " . <https://www.mariorossi.it/documents/waiver.pdf> <http://schema.org/name> "Form I-797, Notice of Action" . <https://www.wikidata.org/wiki/Q5422397> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://schema.org/Thing> . <https://www.wikidata.org/wiki/Q5422397> <http://schema.org/name> "Extreme Hardship" . <https://www.uscis.gov/i-601> <http://schema.org/name> "I-601, Application for Waiver of Grounds of Inadmissibility" . <https://www.mariorossi.it/documents/> <http://schema.org/about> <https://www.uscis.gov/i-601> . <https://www.mariorossi.it/documents/> <http://schema.org/name> "Approved Waivers" . <https://www.mariorossi.it/documents/> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://schema.org/DigitalDocument> . <https://www.mariorossi.it/documents/waiver.pdf> <http://schema.org/about> <https://www.wikidata.org/wiki/Q5422397> . <https://www.mariorossi.it/documents/waiver.pdf> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://schema.org/ImageObject> . http://rdf-translator.appspot.com/
  23. 23. @sjachillewww.smxl.it #SMXL18 Disambiguation (Entity Identification)
  24. 24. @sjachillewww.smxl.it #SMXL18
  25. 25. @sjachillewww.smxl.it #SMXL18
  26. 26. @sjachillewww.smxl.it #SMXL18 https://search.google.com/structured-data/testing-tool
  27. 27. https://search.google.com/structured-data/testing-tool
  28. 28. Entities
  29. 29. @sjachillewww.smxl.it #SMXL18 Wikidata
  30. 30. @sjachillewww.smxl.it #SMXL18 Wikidata Wikidata is a collaboratively edited knowledge base, providing a common source of data which can be used by Wikimedia projects such as Wikipedia, and by anyone else, under a public domain license.
  31. 31. @sjachillewww.smxl.it #SMXL18 What we have addressed today… • Benefits of Structured Data • A closer look at the underlying principles • Practical implementation • Examples
  32. 32. @sjachillewww.smxl.it #SMXL18 Conclusions • Understand your Content • Create a complete model using schema.org • Implement by means of a JSON-LD file • Identify all relevant entities at page level • Disambiguate (WikiData, dBPedia, …) • Validate your model – Avoid Errors • Avoid Structured data SPAM Penalties • Remember content modelling is an art: just because it validates, it doesn’t mean it’s perfect: Test, test and test again!
  33. 33. Thank You :) Sante J. Achille • Search Marketing Consultant • Chairman SMXL.IT • sante@achille.name • https://achille.name/ • @sjachille • Biography & CV Contact me for more info on my next Structured Data Workshop!