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Carrie Hill - Schema 101 - Why the new meta data matters. SMX West 2013
1. Schema 101:
Why the New Data Matters
Carrie Hill
Director of Online Marketing Services
KeyRelevance, LLC
@CarrieHill
Carrie@KeyRelevance.com
@CarrieHill #smx #22c
5. The Need to be Discovered
When there are hundreds or thousands of
websites competing for the same real estate –
you need a leg up on the competition.
1. Are your competitors using Schema
already?
2. Can you be the first in your niche to
implement?
3. What opportunities can you glean and how
can you match a schema protocol to it?
@CarrieHill #smx #22c
6. Trying to be
different!
None – What’s Up Amazon?
None – What’s Up Amazon?
Product, Aggregate
Rating, Offer, Rating, Review
Product, Web Page, Offer, Book, Person,
Organization, Aggregate Rating, Review, Rating
Book, Person, Aggregate Rating, Review
None
None
@CarrieHill #smx #22c
7. What can I Schema
AT LEAST
574 Different Options
That’s 328,902 combinations of 2 schemas
That’s 188,131,944 combinations of 3 schemas
That’s a lot of Schemas!
Fun factoid – We’re only 238,900 miles from the
Moon!
@CarrieHill #smx #22c
17. More Tools
• Not using WordPress? Try Schema-
Creator.com from Raven
• Zip-It or Easy Recipe for Recipes in WordPress
• SEOGadget released a Guide to Generating
Rich Snippets http://goo.gl/grSJB
• Google’s Structured Data Testing Tool
• Webmaster Tools Structured Markup Section
• Attend From Authorship To Authority: Why
Claiming Your Identity Matters at 3:30 in this
room
• Exercise Patience
@CarrieHill #smx #22c
Amazon has markup, I’m told, but they have it “hosted” elsewhere, not in the code
Recipe, Breadcrumbs, Image, authorship, publisher
Wrote a post January 2013, used data highlighter – let it sit until Mid-feb – no event markup in SERP – changed to Schema markup using Schema Creator WP plugin – saw event markup in SERP within a week.