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May 21, 2015
Schema
Modelling
Sante J. Achille
Search Marketing Consultant
@sjachille
From Documents & Data To Information...
searchmarketingexpo.com
@sjachille
#SMX #22B
• Search Marketing Specialist
• Has analysed and optimized countless websites...
searchmarketingexpo.com
@sjachille
#SMX #22B
Data
Information
What is the biggest challenge Search Engines face?
“Reduce U...
searchmarketingexpo.com
@sjachille
#SMX #22B
Data
Information
Requirements
Available
Consistent
Unambiguous
Reliable
searchmarketingexpo.com
@sjachille
#SMX #22B
Data
Information
Attributes
Properties (person, animal, or thing)
Characteris...
searchmarketingexpo.com
@sjachille
#SMX #22B
Data
Information
Entity
searchmarketingexpo.com
@sjachille
#SMX #22B
http://schema.org/docs/full.html
searchmarketingexpo.com
@sjachille
#SMX #22B
“Your web pages have an underlying meaning that
people understand when they r...
searchmarketingexpo.com
@sjachille
#SMX #22B
Why Use Structured Data?
By adding additional tags to the
HTML of your web pa...
searchmarketingexpo.com
@sjachille
#SMX #22B
Itemscope & Itemtype
<div>
<h1>Avatar</h1>
Director: James Cameron (born Augu...
searchmarketingexpo.com
@sjachille
#SMX #22B
Itemscope & Itemtype
<div itemscope>
<h1>Avatar</h1>
Director: James Cameron ...
searchmarketingexpo.com
@sjachille
#SMX #22B
Itemscope & Itemtype
<div itemscope itemtype=“http://schema.org/Movie”>
<h1>A...
searchmarketingexpo.com
@sjachille
#SMX #22B
Itemscope & Itemtype
<div itemscope itemtype=“http://schema.org/Movie”>
<h1 i...
searchmarketingexpo.com
@sjachille
#SMX #22B
searchmarketingexpo.com
@sjachille
#SMX #22B
searchmarketingexpo.com
@sjachille
#SMX #22B
Nesting…
Before…
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemp...
searchmarketingexpo.com
@sjachille
#SMX #22B
Nesting…
After…
<div itemscope itemtype="http://schema.org/Movie">
<h1 itempr...
searchmarketingexpo.com
@sjachille
#SMX #22B
https://developers.google.com/structured-data/testing-tool/
searchmarketingexpo.com
@sjachille
#SMX #22B
searchmarketingexpo.com
@sjachille
#SMX #22B
Using Meta Tags with Schema
“Sometimes, a web page has information that would...
searchmarketingexpo.com
@sjachille
#SMX #22B
Schema Markup Model for IMAGES
searchmarketingexpo.com
@sjachille
#SMX #22B
Schema Markup for Documents
<div itemprop="image" itemscope="" itemtype="http...
searchmarketingexpo.com
@sjachille
#SMX #22B
It will take a number of iterations before you get
this right and fit it into...
searchmarketingexpo.com
@sjachille
#SMX #22B
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How to implement Schemas using schema.org on your website >> SMX London 2015

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This is the presentation I gave at SMX London 2015 on how to bring your website to the next level by implementing schemas with schema.org.

The presentation is a high level overview which introduces the fundamental concepts of data, information and how the combination of both can produce entities, defined as items in schema.org.

I cover the basic aspects of how to implement schema onto a website by covering an example. I also highlight the importance of nesting types and properties in order to provide as many useful signals to the search engines as possible, in an effort to provide structure and disambiguate: by doing so we reduce uncertainty by providing context which is of great help to the search engines.

There are a number of challenges and technical difficulties in creating a schema with existing HTML: for this I believe the the search engines have decided to recommend the us of JSON LD - very powerful and does not interfere with existing HTML or CSS.

The creation of a schema model is not an IT task, rather a strategic initiative to be undertaken by management and marketing staff. IT should take over once the mode has been defined and is ready to be implemented.

A schema model is an ongoing effort which should reflect the business model of the enterprise as well as the evolution of schema itself.

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How to implement Schemas using schema.org on your website >> SMX London 2015

  1. 1. May 21, 2015 Schema Modelling Sante J. Achille Search Marketing Consultant @sjachille From Documents & Data To Information & Entities
  2. 2. searchmarketingexpo.com @sjachille #SMX #22B • Search Marketing Specialist • Has analysed and optimized countless websites of all sizes and types in 20 years of professional activity • Loves proverbs • His motto: Why Be Normal? http://achille.name/ Today I’m going to show you how to take your website to a New Level with Schema Markup
  3. 3. searchmarketingexpo.com @sjachille #SMX #22B Data Information What is the biggest challenge Search Engines face? “Reduce Uncertainty” and “Reduce Equivocality”
  4. 4. searchmarketingexpo.com @sjachille #SMX #22B Data Information Requirements Available Consistent Unambiguous Reliable
  5. 5. searchmarketingexpo.com @sjachille #SMX #22B Data Information Attributes Properties (person, animal, or thing) Characteristics (dimensions, weight, name, … ) Features (aspect, peculiarities, … ) Location(Continent, Country, City … )
  6. 6. searchmarketingexpo.com @sjachille #SMX #22B Data Information Entity
  7. 7. searchmarketingexpo.com @sjachille #SMX #22B http://schema.org/docs/full.html
  8. 8. searchmarketingexpo.com @sjachille #SMX #22B “Your web pages have an underlying meaning that people understand when they read the web pages. But search engines have a limited understanding of what is being discussed on those pages.” Why Use Structured Data?
  9. 9. searchmarketingexpo.com @sjachille #SMX #22B Why Use Structured Data? By adding additional tags to the HTML of your web pages … you can help search engines and other applications better understand your content and display it in a useful, relevant way.
  10. 10. searchmarketingexpo.com @sjachille #SMX #22B Itemscope & Itemtype <div> <h1>Avatar</h1> Director: James Cameron (born August 16, 1954) Science fiction <a href="../movies/avatar-theatrical-trailer.html">Trailer</a> </div> “To begin, identify the section of the page that is "about" the movie Avatar. To do this, add the itemscope element to the HTML tag that encloses information about the item, like this:”
  11. 11. searchmarketingexpo.com @sjachille #SMX #22B Itemscope & Itemtype <div itemscope> <h1>Avatar</h1> Director: James Cameron (born August 16, 1954) Science fiction <a href="../movies/avatar-theatrical-trailer.html">Trailer</a> </div> By adding itemscope, we are specifying that the HTML contained in the <div>...</div> block is about a particular item.
  12. 12. searchmarketingexpo.com @sjachille #SMX #22B Itemscope & Itemtype <div itemscope itemtype=“http://schema.org/Movie”> <h1>Avatar</h1> Director: James Cameron (born August 16, 1954) Science fiction <a href="../movies/avatar-theatrical-trailer.html">Trailer</a> </div> But it's not all that helpful to specify an item is being discussed without specifying what kind of an item it is. We can specify the type of item using the itemtype attribute immediately after the itemscope.
  13. 13. searchmarketingexpo.com @sjachille #SMX #22B Itemscope & Itemtype <div itemscope itemtype=“http://schema.org/Movie”> <h1 itemprop=“name”>Avatar</h1> Director: <span itemprop=“director”> James Cameron</span> (born August 16, 1954) Science fiction <a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a> </div> We can give search engines additional information: Movies have properties such as actors, director, ratings. The itemprop attribute is used, for example, to identify the director of a movie, and the URL of the trailer…
  14. 14. searchmarketingexpo.com @sjachille #SMX #22B
  15. 15. searchmarketingexpo.com @sjachille #SMX #22B
  16. 16. searchmarketingexpo.com @sjachille #SMX #22B Nesting… Before… <div itemscope itemtype="http://schema.org/Movie"> <h1 itemprop=“name”>Avatar</h1> Director: <span itemprop=“director”> James Cameron</span> (born August 16, 1954) Science fiction <a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a> </div>
  17. 17. searchmarketingexpo.com @sjachille #SMX #22B Nesting… After… <div itemscope itemtype="http://schema.org/Movie"> <h1 itemprop="name">Avatar</h1> <div itemprop="director" itemscope itemtype="http://schema.org/Person"> Director: <span itemprop="givenName"> James</span> <span itemprop="familyName">Cameron</span> (born August 16, 1954) <meta itemprop="birthDate" content ="1954-08-16" /> </div> <span itemprop="genre">Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> </div>
  18. 18. searchmarketingexpo.com @sjachille #SMX #22B https://developers.google.com/structured-data/testing-tool/
  19. 19. searchmarketingexpo.com @sjachille #SMX #22B
  20. 20. searchmarketingexpo.com @sjachille #SMX #22B Using Meta Tags with Schema “Sometimes, a web page has information that would be valuable to mark up, but the information can't be marked up because of the way it appears on the page.” http://schema.org/docs/gs.html#advanced This technique should be used sparingly. Only use meta with content for information that cannot otherwise be marked up.
  21. 21. searchmarketingexpo.com @sjachille #SMX #22B Schema Markup Model for IMAGES
  22. 22. searchmarketingexpo.com @sjachille #SMX #22B Schema Markup for Documents <div itemprop="image" itemscope="" itemtype="http://schema.org/ImageObject"> <meta itemprop="description" content="I-797, Notice of Action: I-601, application for travel document: approval notice. " /> <div itemprop="exampleOfWork" itemscope="" itemtype="http://schema.org/CreativeWork" > <meta itemprop="isBasedOnUrl" content="http://www.uscis.gov/i-601" /> </div> [caption]<a itemprop="url" href="XXX"><img itemprop="image" src="XXX" alt="XXX" width="" height="" class="XXX" /></a> [/caption] </div>
  23. 23. searchmarketingexpo.com @sjachille #SMX #22B It will take a number of iterations before you get this right and fit it into your corporate CMS The more you markup, the better it is! Test test and test again!
  24. 24. searchmarketingexpo.com @sjachille #SMX #22B

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    May. 22, 2015
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    Oct. 10, 2015

This is the presentation I gave at SMX London 2015 on how to bring your website to the next level by implementing schemas with schema.org. The presentation is a high level overview which introduces the fundamental concepts of data, information and how the combination of both can produce entities, defined as items in schema.org. I cover the basic aspects of how to implement schema onto a website by covering an example. I also highlight the importance of nesting types and properties in order to provide as many useful signals to the search engines as possible, in an effort to provide structure and disambiguate: by doing so we reduce uncertainty by providing context which is of great help to the search engines. There are a number of challenges and technical difficulties in creating a schema with existing HTML: for this I believe the the search engines have decided to recommend the us of JSON LD - very powerful and does not interfere with existing HTML or CSS. The creation of a schema model is not an IT task, rather a strategic initiative to be undertaken by management and marketing staff. IT should take over once the mode has been defined and is ready to be implemented. A schema model is an ongoing effort which should reflect the business model of the enterprise as well as the evolution of schema itself.

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