10. 10
Conceptual visualization of structured data for web
Structured DataUnstructured Data
< >
Markup types
JSON-LD
Microdata
Microformats
RDFa
(e.g., text)
@AlexisKSanders#brightonSEO
11. Schema.org is a vocabulary (of
many), but really is more
comparable to a dictionary.
16. 16
MICRODATA < >
Implementation
What is it? HTML JavaScript
Easier to copy
and paste on
page
Can be easier
for templated
pages
Support
JSON-LD
Microdata versus JSON-LD
*
*Rich results for products not consistently populating, yet (Aaron Bradley started a Community Tracker: https://goo.gl/kKZk2c)
#brightonSEO @AlexisKSanders
25. 25
2. CTR for rich results = higher than without (in most cases)
#brightonSEO @AlexisKSanders
26. 26
3. Offers potential to improve confidence in relevance
“Known for” =
representative term
(e.g., [server], [host],
[dinner] in article
about restaurant)
Google Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
Example of AssociatingTerms with Business Listing
#brightonSEO @AlexisKSanders
27. “I want to live in a world
where schema is not that
important, but currently, we
need it…
https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706
@methode
Gary Illyes
Google
28. …If a team at Google
recommends it, you probably
should make use of it, as
schema helps us understand
the content on the page…
https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706
@methode
Gary Illyes
Google
29. …and it is used in certain
search features (but not in
rankings algorithms).”
https://searchengineland.com/gary-illyes-ask-anything-smx-east-285706
@methode
Gary Illyes
Google
30. Schema can help us extract
entities better
@JohnMu
John Mueller
Google
Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
31. Google doesn’t mind if
people markup non-
supported markup (change
in SERP may not be
noticeable) @JohnMu
John Mueller
Google
Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
32. We don’t use Schema.org as
a quality factor
@JohnMu
John Mueller
Google
Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
33. 33
4. Product Merchant Center Feed updates (2017)
https://support.goog
le.com/merchants/an
swer/6069143
Structured data markup must be present in the
HTML returned from the web server (i.e., no
JavaScript generated tags)
Benefits:
• Automatic item updates
• Google Sheets Merchant Center
add-on
#brightonSEO @AlexisKSanders
34. 34
5. Future: Support Voice (hypothesis)
Google Mini pulls web answers from
featured snippets. Featured snippets
appear when Google has high
confidence in usefulness of response.
Structured data can support confidence
ratings.
@AlexisKSanders
#brightonSEO
35. 35
• Microdata: 76%
• JSON-LD: 25%
• OGP: 68%
• Twitter Summary Cards: 27%
+25K eCommerce URLs populating
with featured snippets:
Twitter SEO Experiments: https://goo.gl/fRzmgf
Important Note: Correlation does not imply causation.
Huge thanks to
@AlexisKSanders
#brightonSEO
36. 36
Top Occurring Microdata for eCom with Snippet
Twitter SEO Experiments: https://goo.gl/fRzmgf
Huge thanks to
OfferCatalog, 18%
ListItem, 14%
AggregateRating, 9%
Product, 8%Review, 8%
Rating, 7%
NewCondition, 6%
Offer, 5%
Thing, 4%
BreadcrumbList, 4%
Other, 17%
Important Note: Correlation does not imply causation.Huge thanks to
#brightonSEO @AlexisKSanders
37. 37
Twitter SEO Experiments: https://goo.gl/fRzmgf
Huge thanks to
ListItem, 25%
Offer, 16%
Product, 15%WebPage, 6%
BreadcrumbList, 5%
Organization, 4%
SiteNavigationElement, 4%
AggregateRating, 3%
WebPageElement, 3%
ImageObject, 3%
Other, 16%
Top Occurring JSON-LD for eCom with Snippet
Important Note: Correlation does not imply causation.Huge thanks to
#brightonSEO @AlexisKSanders
41. 41
0 200,000 400,000 600,000 800,000 1,000,000
Organization
PostalAddress
Offer
Article
Person
Product
Blog
WPHeader
SiteNavigationElement
WebPage
Popular Schema: Top 10 Microdata by Domain < >
http://webdatacommons.org/structureddata
@AlexisKSandershttp://webdatacommons.org/structureddata
#brightonSEO
42. 42
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
ListItem
WebPage
Event
Place
PostalAddress
LocalBusiness
Person
Organization
SearchAction
WebSite
Popular Schema: Top 10 JSON-LD by Domain
http://webdatacommons.org/structureddata
Sept '14
Oct '14
Jan '15
Jan '15
Sept '14
Dec '15
Dec '15
Dec '15
Aug ‘16
@AlexisKSandershttp://webdatacommons.org/structureddata
#brightonSEO
43. 43
Practical Schema: Most sites
BreadcrumbList
Person
Organization
WebSite
ItemList
Properties
itemListElement
sameAs
logo, contactPoint, sameAs
potentialAction
itemListElement
TypeMarking up
Breadcrumbs
Person
Organization
Sitelink Searchbox
Carousel Lists
https://developers.google.com/search/docs/guides/
#brightonSEO @AlexisKSanders
48. 48
Step 4: Test in Google’s Structured Data Testing Tool
https://technicalseo.com/seo-tools/schema-markup-generator
https://technicalseo.com/seo-tools/schema-markup-generator @AlexisKSanders
#brightonSEO
57. 57
Stages of Working with Schema.org
::a ton of confused
stares::
::intense
concentration::
::coffee + intense
concentration::
::unlocking the
eternal mysteries
within Schema.org::
http://schema.org/docs/full.html
#brightonSEO @AlexisKSanders
58. 58
Step 1: Select Type from Schema.org’s Full Hierarchy
http://schema.org/docs/full.html
Select “Core plus all
extensions”
@AlexisKSanders
#brightonSEO
63. • Number
• Float
• Integer
• Text
• URL
• Time
If it’s a data type, you don’t nest
• Boolean
• False
• True
• Date
• DateTime
D
A
T
A
T
Y
P
E
S
Don’t
nest me!
70. 70
Pitfall #1: Syntax
• “” are not the same as ""
–Microsoft switches "" to “”
–Use a text editor
• Mind your Commas
• Tip: Pay attention to in SDTT
#brightonSEO @AlexisKSanders
71. 71
Pitfall #2: Vocabulary
Vocabulary
• Pay attention to required/allowed
properties
• Schema.org types and properties are
case sensitive reference
• Tip: Check in the Structured Data Testing
Tool
#brightonSEO @AlexisKSanders
72. 72
Pitfall #3: Policy Violation
• Adding information that is not on the page
• Check Google’s Structured Data Policies:
https://developers.google.com/structured-
data/policies
#brightonSEO @AlexisKSanders
73. 73
Pitfall #4: Nesting Errors
• Make sure to attribute properties to
correct item type
–E.g., using “name” and giving the
location the event name
• Tip: Pay close attention to { } and
itemscope
#brightonSEO @AlexisKSanders
83. Fun stuff for you
https://technicalseo.com
/homework/structured-data/
https://technicalseo.com
/seo-tools/schema-
markup-generator/visual/
@AlexisKSanders#brightonSEO
84. 84
@methode
Gary Illyes
@JarnoVanDriel
Jarno Van Driel
@aaranged
Aaron Bradley
Experts to Follow
@maxxeight
Max Prin
@searchliaison
Danny Sullivan
@JohnMu
John Mueller
@AlexisKSanders#brightonSEO
86. THANK YOU!
SEE YOU AT THE NEXT
#brightonSEO
@AlexisKSanders
/in/alexissanders
Notes de l'éditeur
To Do:
- Fix formatting
Cut some content
https://www.slideshare.net/rvguha/sem-tech2014c
http://webdatacommons.org/structureddata/
97 – RDF
00 – FOAF, DAML
01 - OWL DL/QL/EL/RL
03 – SPARQL, Microformats
04 – SIOC, RDFa
08 - Monkey
09 – SKOS
10 – Schema.org, JSON-LD
10 – Schema.org
12 – Bing’s documentation
15 – Google Recipe JSON-LD
16 – Google JSON-LD Support for Product/Review
16 – Google revamps documentation
Sitelinks search box in Google search results 5-Sep-14
Organization logos in Google search results - JSON-LD 21-Oct-14
Social profiles in Google Knowledge Graph 15-Jan-15
Event rich snippets in Google search results - JSON-LD 15-Jan-15
Product rich snippets in Google search results - JSON-LD 3-Feb-16
Review rich snippets in Google search results - JSON-LD 3-Feb-16
Google adds JSON-LD support for breadcrumbs 12-Aug-16
Google Merchant Center adds JSON-LD support 28-Mar-17
Sitelinks search box in Google search results 5-Sep-14
Organization logos in Google search results - JSON-LD 21-Oct-14
Social profiles in Google Knowledge Graph 15-Jan-15
Event rich snippets in Google search results - JSON-LD 15-Jan-15
Site name in search results - ~May 2015
https://web.archive.org/web/20151203223607/https://developers.google.com/structured-data/local-businesses/ dec 2015
Product rich snippets in Google search results - JSON-LD 3-Feb-16
Review rich snippets in Google search results - JSON-LD 3-Feb-16
Google adds JSON-LD support for breadcrumbs 12-Aug-16
Google Merchant Center adds JSON-LD support 28-Mar-17
2/14 – Live Coverage
Likely because:
1. They’ll implement due to competitive nature.
2. It’s a low risk industry.