Many people know about rich results and how to do structured data for them, but many don't know how to create rich connected schema markup. In this presentation I go over everything from the ROI to advanced uses of the schema.org vocabulary to help you ensure voice and search engines truly understand your content.
Martha van Berkel is the CEO at Schema App (https://www.schemaapp.com), professional tools for doing Structured Data at scale for any type of content, on any type of CMS.
3. Structured Data (aka Schema Markup) helps search
engines explicitly understand your content so that you
can be found and stand out in organic and voice search
across various devices and platforms.
5. Be Found. Stand Out. Drive Results.
35%
26%
20%
more impressions
more clicks
Higher click-through rate
9
Higher Revenue
*Average results based on customer feedback from Schema App enterprise accounts
positions higher rank in search
150%
3.6x
more time on rich pages
more interactive
6. Google’s Motivation for Schema Markup = Voice
“Reaching users at different moments and surfaces offers great
opportunity for content creators. But building and maintaining
customer experience on all these surfaces and devices can bring extra
work for you.
This is our motivation for working on the structured data program.
Focus on building great content using an open standard (structured
data) and Google will help you reach your users across Search and
Assistants without having to build a custom experience.”
Aylin Altiok, Google Product Manager, Google IO 2019
9. The Schema
Markup Process
Spans from Strategy to
maintenance and Reporting.
Is Iterative.
Identifies opportunities in content
based on schema.org vocabulary &
Google Errors & Warnings.
10. Errors and Warnings
You can have perfect schema markup,
and still get Errors and Warnings.
Errors and Warnings are ONLY for
Google features.
Update content to meet criteria, if it
makes sense:
● Hay doesn’t have a SKU
● JobPosting doesn’t include Salary
17. Video
Your Schema Connects to Tell a Story
Apartment
Complex
Contact
page
ProductApartment
Offer
(price)
People
Organization
Review
Rating
Article/
Blog
Canada
Office
European
Office
Feature Feature Image VideoJob
Posting
The benefits:
● Search Engines explicitly
understand what you are about.
● You can re-purpose your data for
use with Knowledge Graphs,
Chatbots, etc.
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37. House for Sale = Product + SingleFamilyResidence
Comedy Event on Air = ComedyEvent + BroadcastEvent
Book for Sale = Product + Book
Hotel Room for Rent = Product + HotelRoom
Examples
51. Lists
Item List: List of Any Type of Thing
Offer Catalog: List of Products
Collection Page: Container around a List
to connect it with other Things
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