3. 3
The web is evolving…
… and so is it‘s mark-up!
HTML 2.0 HTML 4.0 XHTML 1.0 HTML 5
Sometime in between,
people started caring
about writing under-standable
code…
4. 4
#1 You Provide
Meaning
Semantic mark-up is meant to describe content!
5. 5
#2 You Increase
Maintainability
Do content in HTML; use CSS & JS for layout!
6. 6
#3 Semantic Mark-Up
is Quality
Browsers don’t really care, others systems do!
7. 7
It‘s all about machine-readable data!
According to Tim Berners-Lee (in 2001 already):
“The Semantic Web
provides a common
framework that
allows data to be
shared and reused
across application,
enterprise, and community
boundaries”
http://www.w3.org/2013/data/
8. 8
Because: „Regular“ HTML has limits!
Took Google long enough to figure that one out…!
9. 9
06/2011: Introducing schema.org
Announced by Google, Bing & Yahoo! Now: Yandex as well.
10. 10
04/2010: Global Roll-out of Rich Snippets
Loooong testing period BEVOR rolling out schema.org
11. 11
Why should I care about those?
What’s all the fuss, why not let Google handle it?
12. 12
CTR is influenced by more than position!
Site-Links for a regular result
Universal Results from Google News
Video Snippet (image-only)
Image Search Results
Movie / TV Mark-Up
Ratings
Publication Date
Breadcrumbs
etc.
14. 14
SERP CTR…
…almost only depends on how GREAT your
snippet is & if you can make it stand out!
15. 15
Microdata on the rise?
Well… yes and no: Total amount of sites using is it still small!
http://trends.builtwith.com/docinfo/Microdata
16. 16
Compared to sites using HTML5:
Schema-growth / adoption rate is significantly smaller!
http://trends.builtwith.com/docinfo/HTML5-DocType
17. 17
Very few make use of schema.org!
Taken from Searchmetrics “HTML Microdata and RDF” Study
In the US, as few as 0.3% of
all domains are using
schema.org in their mark-up
But: Only 34% of all key-words
do not return any
schema.org (-like) snippet
Remember: Amazon.com &
Wikipedia don‘t use schema!
http://www.searchmetrics.com/en/knowledge-base/schema/
18. 18
Most Popular Markups: Movies & Offers
Taken from Searchmetrics “HTML Microdata and RDF” Study
20. 20
Does it help you with rankings?
In Short: It does not… but maybe a bit!?
“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.”
http://pa.ag/1tuhYZO
21. Introducing the Google Knowledge Graph
Surprise: We want “connect” and “understand” entities…!
21
22. 22
Back to my previous example:
Wikipedia + schema.org based Items to trigger KG-boxes
23. This is straight forward: “Cast” as a trigger
BTW: Did you know people don’t look at the carrousel?
23
Mediative’s 2014 Study: http://pages.mediative.com/SERP-research
24. 24
Simple questions being answered…
Schema.org: Thing > Place > AdministrativeArea > Country
25. 25
Indirect triggers working to some extend:
City “Rome” connected to “Italy” w/ property “capital=true”…
26. 26
Google is moving forward…
Mainly to pick up on those “non-obvious” connections:
“It’s why we’ve been working on an
intelligent model that understands real-world
entities and their relationships to
one another: things, not strings.”
27. 27
This is where it get’s really interesting:
Google starting to answer “real world” questions…
28. 28
This is where it get’s really interesting:
And not only based on Wikipedia… other sources as well!
31. 31
Implementing Schema.org is easy!
It’s just kind of “extended” HTML code to connect things
Rating has value 9.4
Rating has ratings 325
<form itemprop="aggregateRating" itemscope
itemtype="http://schema.org/AggregateRating">
<div class="score" style="background-color:#69cb02"
itemprop="ratingValue">9.4</div>
<span style="display:none;">out of
<span itemprop="bestRating">10</span>
<strong>User Rating</strong>
<div class="votes"><span itemprop="ratingCount">325</span>
votes</div>
</form>
32. 32
Schema.org has all the code!
Changes almost daily, monitor it? - changedetection.com
33. 33
Structured Data Testing Tool
Use HTML-Tab for developer testing (c/p from staging)
http://www.google.de/webmasters/tools/richsnippets
34. 34
Structured Data in Webmaster Tools
Gives you an idea which data Google sees on your domain
35. 35
Google Data Highlighter in GWT
Caution: This is only visible to Google, not to others!
39. 39
Schema Creator for WordPress
wordpress.org/plugins/schema-creator
40. 40
All In One Schema.org for WordPress
wordpress.org/plugins/all-in-one-schemaorg-rich-snippets/
41. 41
If you’re on an CMS such as Drupal…
drupal.org/project/schemaorg
42. THERE IS A LOT OF CHANGES…
42
TRY TO STAY ON TRACK!
43. 43
Introducing Schema.org Actions
…it’s no just about static entities, it’s about Actions on those!
Announcing Schema.org Actions: http://pa.ag/1wrLH8c
44. 44
Be innovative, play around…
But most importantly: Keep it real!
Report Rich Snippet Spam: http://pa.ag/1oad1Gu