Schema.org and semantic SEO strategy for big sites. I presented this as SEER's SearchChurch event in Nov 2013, where all proceeds went to charity.

1. Schema.org and Semantic Strategy for Heavyweights
Matthew J. Brown - @MatthewJBrown
SEER SearchChurch – Nov 2013

2. Matthew J. Brown
Head of Special Projects
Mozlandia!
Twitter: @MatthewJBrown
Slideshare:
MatthewBrownPDX
http://www.portlandground.com/archives/2003/05/steel_bridge_an.php

3. Source: http://multiplayerblog.mtv.com/wp-content/uploads/2008/12/mike-tyson-1985.jpg
The good news: The rich get richer (in snippets)

4. Markup allows enterprise sites to buy ‘beachfront property’

5. Almost 75% of the Top 100 sites in Alexa
contain structured data markup
Over the Top 1 Million sites in Alexa, that
drops to 20%
Adoption is rising, and is top-heavy:
bit.ly/HQraE9

6. Schema.org, Twitter Cards, Authorship, Open Graph
(all of these and more covered by @ipullrank here: bit.ly/11cwNBU)

7. Open Graph Tags
https://developers.facebook.com/docs/opengraph/

8. Keep a lookout for new Open Graph actions: bit.ly/Zxop33

9. Twitter Cards: https://dev.twitter.com/docs/cards

10. Keep a lookout for new channels using data markup
(Pinterest’s Rich Pins: bit.ly/12oiJoe)

11. “If your site has very few pages, or very few
pages with marked-up structured data, it may
not be picked up by the rich snippets system.”
Schema.org Step 1: RTFM! (bit.ly/1aFaoV2)

12. Step 2: Prioritize bit.ly/xWKwcU

13. Step 3: Keep track of changes to this WMT page:
http://bit.ly/105kY02

14. Step 4: Troubleshoot if snippets take too longhttp://bit.ly/P6pF4n

15. Step 5 The rich snippets Hail Mary:
http://bit.ly/yZ8vkb

16. Update your Training

17. Source: SEOSkeptic
Deeper Dive on Hummingbird from Aaron Bradley
(http://bit.ly/1aLpw0a) and AJ Kohn (http://bit.ly/1cXragb)

18. http://conceptnet5.media.mit.edu/

19. http://conceptnet5.media.mit.edu/

26. Read Bill’s patent write-up here: bit.ly/1esMZYV

28. Now for some bad news

29. You are not Mike Tyson

30. Google is the champ of semantic search

31. They’re taking more beachfront property

32. Way more

33. Displacing entire verticals

34. Dr. Pete is tracking the crazy
https://plus.google.com/+SEOmoz/posts #mozcast

35. What’s an enterprise site gonna do?

36. Go all in with markup

37. It’s not just about links anymore

38. Use authorship to maximize domain authority

39. Put G+ and Author Rank to work

41. http://moz.com/blog/using-google-plus-to-appear-in-the-top-resultsevery-time-whiteboard-friday

42. Adjust enterprise training programs:
THINGS not STRINGS

43. Emphasize our brave new mobile world

44. Show examples of mobile/desktop results

45. Go to SemTechBiz: Make friends

46. mjb@moz.com
Twitter: @MatthewJBrown
Email:
Thanks for coming out!

47. http://kotaku.com/watch-mike-tyson-play-mike-tysons-punch-out-for-the-f-1170599272