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.

1. Structured data
Wat heb je er aan als online marketeer?
Jan-Willem Bobbink - @jbobbink
http://bit.ly/SMT-structured

2. WIE GEBRUIKT ER STRUCTURED DATA?

4. Performance Marketing Insights Berlin, 2014

9. Director of SEO @ Acronym Media – Blogt op www.notprovided.eu

10. AGENDA VOOR VANDAAG
SEO
SOCIAL
SEMANTIC
WEB

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?

14. DOEL 1: SEO

15. DOEL 2: SOCIAL MEDIA

16. HOEVEEL WEBSITES GEBRUIKEN HET?
1. Use Amazon EC2, setup a crawler and crawl the top
1.000.000 Alexa URLs
2. Checked for occurrences of:
• Microdata / Schema
• OpenGraph
• Twitter Cards
GECRAWLED OP 18-03-2014

17. 15,84%
14,55%
1,59%
1,32%
7,27%
2,69%
0,22%
OpenGraph Title
OpenGraph URL
Twitter:title
Twitter:url
Schema itemprop
Schema Itemprop Name
AggregateRating
RESULTATEN VAN DE CRAWL

19. MICROFORMATS – RDFa – MICRODATA – JSON-LD

20. AANBEVOLEN: MICRODATA
“Microdata is a set of tags, introduced with
HTML5, that allows you to do this.”

21. WELKE SNIPPETS KAN JE GEBRUIKEN?

22. REVIEW SNIPPETS
<div itemscope itemtype="http://data-vocabulary.org/Review-aggregate">
<span itemprop="itemreviewed">Several German beers</span>
<img itemprop="photo" src="beer.jpg" />
<span itemprop="rating" itemscope itemtype="http://data-vocabulary.org/Rating">
<span itemprop="average">9</span>
<span itemprop="best">10</span>
</span>
<span itemprop="votes">24</span>
<span itemprop="count">5</span>
</div>

23. PERSONAL SNIPPETS
<div itemscope itemtype="http://schema.org/Person">
<span itemprop="name">Jan-Willem</span>
<img src="janwillem.jpg" itemprop="image" />
<span itemprop="jobTitle">International SEO</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="addressLocality">Amsterdam</span>,
<span itemprop="addressRegion">- Europe</span>
<span itemprop="postalCode">9999XX</span>
</div>
</div>

24. PRODUCTS SNIPPETS
1. Products
2. Product offer
3. Product aggregated offer

25. BREADCRUMB SNIPPETS
Maak verschillende deeplinks binnen je
website -> gebruiksvriendelijk

26. GEBRUIK COMBINATIES

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

29. LET OP INDEXATIE VERTRAGING

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!

31. WAT ZIET GOOGLE? CHECK WMT

32. FOUTEN OP PAGINA NIVEAU

33. G’S HULPJE: DATA HIGHLIGHTER

34. NEW KID ON THE BLOCK

35. JSON-LD VOOR- & NADELEN

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

38. RICH SNIPPET SPAM?

39. RAPPORTEER SPAM!
https://support.google.com/webmasters/contact/rich_snippets_spam

40. DE RISICO’S VAN SPAMMEN

42. STRUCTURED DATA FOR SOCIAL

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

44. Start op: https://developers.facebook.com/docs/opengraph/
FACEBOOK: OPEN GRAPH

45. Gebruik: http://ogp.me/
4 BASIS ELEMENTEN

46. https://developers.facebook.com/docs/opengr
aph/
SPECIFIEER WAT JE WILT GEBRUIKEN

47. Use: https://developers.facebook.com/tools/debug/
GEBRUIK DE DEBUGGER TOOL
VERKEERDE GEGEVENS IN DE TIMELINE?

48. TWITTER: TWITTER CARDS

49. TWITTER: VOORBEELD CODE

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

52. GERBRUIK DE YOAST SEO PLUGIN
GEBRUIK JE WORDPRESS?

53. https://chrome.google.com/webstore/detail/microdatareveal/olapakiakkblfda
ajcifgldandnikpdh

54. https://chrome.google.com/webstore/detail/semantic-
inspector/jobakbebljifplmcapcooffdbdmfdbjh

55. WAT IS NOG MEER “SEMANTIC WEB”?

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?

57. VERDELING VAN WEB SEARCH QUERIES
[Lin et al. 2011]

58. HET HUMMINGBIRD PATENT?
REVISING SEARCH QUERIES
http://www.google.com/patents/US8538984

59. HOE ZIT HET MET DE KNOWLEDGE GRAPH?

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/

61. INTERNATIONALE VERSCHILLEN
HUIDIGE STATUS

62. GOOGLE.DE (DUITS)

63. GOOGLE.DE (DUITS)

64. GOOGLE.NL (NEDERLANDS)

65. GOOGLE.NL (NEDERLANDS)

66. PRERENDERED QUERIES?

67. OP NAAR DE TOEKOMST

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.

69. ORGANISEER O.B.V. TOPICS

70. ENTITY BASED KEYWORD RESEARCH

72. MAAK SYNONYM LIJSTEN
BRON: http://www.visualthesaurus.com/

73. BRON: http://www.alchemyapi.com/products/demo/alchemylanguage/
URL BASED ENTITY CLASSIFICATION

75. Gebruik Google’s Freebase API
https://developers.google.com/freebase/

76. RELATEER CONTENT MET ENTITIES
BRON: http://www.blindfiveyearold.com/knowledge-graph-optimization

77. sameAS voorbeeld

78. NOTPROVIDED RANKT NU ‘BETER’

79. VUL FREEBASE MET RELEVANTE INFORMATIE

80. ZELF EEN ENTITY WORDEN?
http://moz.com/ugc/i-became-an-entity-how-im-on-the-knowledge-graph

81. Google may present better SERPs also in terms
of better ads
VANUIT ADVERTEERDERS PERSPECTIEF

82. How to get in their?

83. HOE BESLIST GOOGLE
OVER DE BRON?
Bron: Bill Slawski
http://www.seobythesea.com/2013/05/google-knowledge-graph-results/

84. INTERESSANT ONDERZOEK MICROSOFT:
http://research.microsoft.com/apps/pubs/?id=205509

85. GOOGLE PAKT TRAFFIC?

86. VEEL VOORKOMENDE NAAM?

87. NIET GENOEG DATA? KRIJG KEUZE!

90. https://plus.google.com/u/0/communities/103048251221048356778

91. Meer weten over
ENTITY RETRIEVAL AND LINKING?
http://ejmeij.github.io/entity-linking-and-retrieval-tutorial/

92. Vragen?
Je hebt nu de kans! Of spreek mij na afloop aan 
http://bit.ly/smt-structured & @jbobbink