A presentation at Joomla!Day Spain 2013 on Microdata and Semantic Search

1. Autor: 18.10.12Ruth Cheesley - @RCheesley - gplus.to/RCheesley
Microdata and Semantic
Search
Ruth Cheesley – Virya Technologies

2. Show me the money!

3. Good SEO = Reputation Management

4. Could do better!

5. Autor: 18.10.12Ruth Cheesley - @RCheesley - gplus.to/RCheesley
Microdata

6. This made me pay attention!

7. Rich Snippets in action
Click-through rates 30% higher
Potentially 3+ ranks higher

8. So many things to do!

9. This turned into sales!

10. Semantics 101

11. Feed the machines!

12. Content + Context = King
I want to know
about avatar
I want to know
about avatar
Uhhh, which
one?
Uhhh, which
one?

13. One format to rule them all

14. Available Schemas
ThingThing
Creative Work Place
Product Event
Intangible Person
Medical entity Organisation
Creative Work Place
Product Event
Intangible Person
Medical entity Organisation

15. Creative Work Schema
Creative
Work
Creative
Work
Article Painting
Blog Photograph
Book Recipe
Comment Review
Diet Sculpture
Exercise Plan Software App
Item list TV Episode
Map TV Season
Media object TV Series
Movie Webpage
Music Playlist Webpage element
Music Recording
Article Painting
Blog Photograph
Book Recipe
Comment Review
Diet Sculpture
Exercise Plan Software App
Item list TV Episode
Map TV Season
Media object TV Series
Movie Webpage
Music Playlist Webpage element
Music Recording

16. How to use schema.org markup
Define the
schema
Define the
schema
Declare the
property
Declare the
property
itemscope
&
itemtype
itemprop

17. schema.org markup
<div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
<div itemprop="director" itemscope
itemtype="http://schema.org/Person">
Director: <span itemprop="name">James Cameron</span>
(born <span itemprop="birthDate">August 16, 1954)</span>
</div>
<span itemprop="genre">Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html"
itemprop="trailer">Trailer</a>
</div>

18. Movie listing - before Microdata
<h1>Pirates of the Carribean: On Stranger Tides (2011)</h1>
Jack Sparrow and Barbossa embark on a quest to find the elusive
fountain of youth, only to discover that Blackbeard and his daughter are
after it too.
Director: Rob Marshall
Writers: Ted Elliott, Terry Rossio, and 7 more credits
Stars: Johnny Depp, Penelope Cruz, Ian McShane
8/10 stars from 200 users. Reviews: 50.

19. Movie listing - after Microdata
<div itemscope itemtype="http://schema.org/Movie"><h1 itemprop="name">Pirates of the
Carribean: On Stranger Tides (2011)</h1>
<span itemprop="description">Jack Sparrow and Barbossa embark on a quest to find the
elusive fountain of youth, only to discover that Blackbeard & his daughter are after it too.</span>
Director: <div itemprop="director" itemscope itemtype="http://schema.org/Person"><span
itemprop="name">Rob Marshall</span></div>
Writers: <div itemprop="author" itemscope itemtype="http://schema.org/Person"><span
itemprop="name">Ted Elliott</span></div><div itemprop="author" itemscope
itemtype="http://schema.org/Person"><span itemprop="name">Terry Rossio</span></div>,
and 7 more credits
Stars: <div itemprop="actor" itemscope itemtype="http://schema.org/Person"><span
itemprop="name">Johnny Depp</span>, </div><div itemprop="actor" itemscope
itemtype="http://schema.org/Person"><span itemprop="name">Penelope
Cruz</span>,</div><div itemprop="actor" itemscope
itemtype="http://schema.org/Person"><span itemprop="name">Ian McShane</span></div>
<div itemprop="aggregateRating" itemscope itemtype=
"http://schema.org/AggregateRating > <span itemprop="ratingValue">8</span> / <span
itemprop="bestRating">10</span> stars from <span itemprop="ratingCount">200
</span>users. Reviews: <span itemprop="reviewCount">50</span>.</div></div>

20. And the results are ...
Google's “Knowledge Graph”Google search listings

21. Autor: 18.10.12Ruth Cheesley - @RCheesley - gplus.to/RCheesley
Authorship & Publisher Markup

22. What is Authorship?
Link to profile

23. Why bother?

24. Google+ is where it starts

25. Adding author markup
Step 1: Add link to your G+ Profile
<a href="[profile_url]?rel=author">Google+</a>
Step 2: Add link in 'contributor to' section on G+

26. Adding publisher markup
Step 1: Add link to your G+ Page on your site
<a href="[profile_url]?rel=publisher">Google+</a>
Step 2: Verify the website link on your G+ Page

27. Profile linking in action

28. View all by author
Taken from your
Google+ Profile

29. Knowledge Graph in action

30. Related people

31. Autor: 18.10.12Ruth Cheesley - @RCheesley - gplus.to/RCheesley
Joomla!
TM

32. Microdata opportunities
Contact page
Articles
Blogs
Resources
Directories
Reviews
Media
Shops

33. Here's one I made earlier ….
www.microdataforjoomla.com
@MicrodataJoomla

34. Extend Joomla!
TM
?

35. GSOC Project

36. Microdata Library
Pruteanu Alexandru
@PAlexcom
github.com/PAlexcom

37. Autor: 18.10.12Ruth Cheesley - @RCheesley - gplus.to/RCheesley
Review

38. Autor: 18.10.12Ruth Cheesley - @RCheesley - gplus.to/RCheesley
●
Microdata allows you to add context to your web-
based content
●
Search engines can use microdata to create 'rich
snippets' in your listings
●
Authorship is a type of microdata which links an
author to their content on the web
●
Many websites do not include microdata by default
but you can add it manually (or with extensions)
●
Joomla!TM will soon ship with a JMicrodata library

39. Autor: 18.10.12Ruth Cheesley - @RCheesley - gplus.to/RCheesley
For more information
www.schema.org
plus.google.com/authorship
microdataforjoomla.com
gplus.to/RCheesley