This document discusses structured data and its uses for online marketers. It provides examples of different types of structured data snippets like reviews, personal profiles, products, and breadcrumbs that can be used on webpages. The benefits of structured data include better search engine results in the form of rich snippets. Issues like structured data spam and implementation challenges are also covered. The document recommends starting with microdata and provides resources for learning more about semantic web technologies and building knowledge graphs.
11. W3C SEMANTIC WEB ACTIVITY
“The Semantic Web is a collaborative
movement led by international standards
body the World Wide Web Consortium (W3C).
The standard promotes common data
formats on the World Wide Web”
DOEL: EVOLUTIE VAN HET WEB
12. THE SEMANTIC WEB
Tim Berners-Lee:
“The Semantic Web provides a common
framework that allows data to be shared and
reused across application, enterprise, and
community boundaries”
DOEL: HET WEB HERVORMEN
13. OM TE BEGINNEN:
1. Maak data beschikbaar
2. Gebruik specifieke markup
3. Data is beschikbaar voor iedereen
ONLINE MARKETING MOGELIJKHEDEN?
27. AANTAL URLs OM TE STARTEN:
• Schema Creator by Raven http://schema-creator.org/
• Schema.org Generator
http://www.microdatagenerator.com/
• Rich Snippets Testing Tool Bookmarklet
• http://www.blindfiveyearold.com/rich-snippets-testing-tool-bookmarklet
• Everything you need to know to generate
rich snippets: http://seogadget.com/micro-data-schema-org-
guide-to-generating-rich-snippets/
28. HOE IN TE ZETTEN? LET OP:
1. Zorg dat je data points hebt
2. SE’s accepteren specifieke markup
3. SE’s accepteren specifieke snippets
4. Is de informatie in de SERPs correct?
• Implementeer code & check bij SE’s:
http://www.google.nl/webmasters/tools/richsnippets
30. VALKUILEN
• Let er op dat alle items op de juiste manier
opgemaakt zijn, in de juiste volgorde.
• Google Testing tool laat enkel fouten zijn op
basis van missende elements, niet o.b.v.
foutieve code.
KEEP CALM AND ADD SNIPPETS!
36. • Je hoeft je template niet om te bouwen
• JSON is meer bekend bij programmeurs
• SE’s accepteren het nog niet
• Voegt relatief meer code toe – laadtijd?
• Wellicht dé standaard over een jaar
JSON-LD VOOR- & NADELEN
37. HELPT HET JE RANKINGS?
“Google doesn’t use markup for ranking
purposes at this time—but rich snippets can
make your web pages appear more prominently
in search results, so you may see an increase in
traffic.”
Source: https://support.google.com/webmasters/answer/1211158?hl=en
43. “The Open Graph protocol enables any
web page to become a rich object in a
social graph. For instance, this is used on
Facebook to allow any web page to have
the same functionality as any other
object on Facebook.”
OPEN GRAPH PROTOCOL
50. VERGEET NIET TE VERIËFEREN!
https://dev.twitter.com/docs/cards/validation/validator
51. • Schema.org microdata
• Open Graph protocol
• Title + metadescription element
• Best guess o.b.v. pagina inhoud
Gebruik: https://developers.google.com/+/web/snippet/
EN GOOGLE+ ZELF?
MEERDERE OPTIES
56. Google research has shown that on more difficult queries, people start to type their
searches as natural language questions. They also searched longer queries on average. This
study also stated that, at the time of the study (2010), most of the time the question
queries failed to give users the information they were looking for and they would revert
back to keyword queries.
WAAROM HUMMINGBIRD ONTWIKKELEN?
60. OVER WELKE SCHAAL HEBBEN WE HET?
-YAGO: 10 million entities and 120 million facts
-Freebase: 37 million topics, 1,998 types, and more than 30,000
properties
- DBpedia: 3.77 million things, 2.35 million classified in Ontology,
including:
- 764,000 persons, 573,000 places,
- 333,000 creative works, 192,000 organizations,
- 202,000 species and 5,500 diseases.
-111 languages, together 20.8 million things
Source: WSDM’14 conference, http://ejmeij.github.io/entity-linking-and-retrieval-tutorial/
68. BOUW ENTITY SPECIFIEKE PAGINA’S
Gebruik entities in copy: 5 dingen die je wilt
weten over Jan-Willem Bobbink die in Utrecht
tijdens Search Marketing Thursday spreekt
Entity attributen: 1987, Utrecht, SEO, Acronym, Natuurkunde
etc.