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Structured Data
and Semantic SEO


Matthew Brown
SEMPDX Sept 2012

              Image credit: http://www.flickr.com/photo...
Matthew Brown
              Slideshare: MatthewBrownPDX
              Twitter: @MatthewJBrown

              matthew@audie...
Definitions




@MatthewJbrown
Semantic Search Engine Optimization (Semantic SEO) is the
use of techniques from the Semantic Web technology stack
for:

1...
Structured Data = Data organized by a markup language and a
vocabulary. Can be organized and searched by machines.

Linked...
http://www.seoskeptic.com/seo-semantic-web/
            Great overview of the Semantic Web here

Example of RDF triples de...
Schema: A specific vocabulary




So what’s schema.org? Microdata? RDFa? Good primer here:
    http://www.seomoz.org/blog/...
Choose your weapon. Which language and vocabulary fits your
                       situation?
There are many languages and vocabularies for structured data.
                     Schema is just one.
Current Status of “semantic SEO”: Google,
             Bing, Facebook




 @MatthewJbrown
@MatthewJbrown
OUCH!




Google is doing more displacing of organic results. Deal with it: mark up your data
Rich snippets are everywhere now, even spammy ones
There are more options everyday to increase SERP real estate
Rich Snippets can take up 30 days or more. Don’t panic.
            Study at: http://bit.ly/P6pF4n
Track CTR changes for keywords that get rich snippets to measure ROI
Google Knowledge Graph
Look for what markup gets into Knowledge Graph
Knowledge Graph Carousel (for ‘multiple’ searches like albums)
There are multiple sources in the carousels as well
Markup type: (Keep a running spreadsheet)
Google Plus Knowledge Graph – Great article at http://bit.ly/PrA7Sy
Open Graph




@MatthewJbrown
Just about every ‘entity’ under the sun is in Facebook’s graph
Straight from Facebook at TC Disrupt: http://tcrn.ch/OolpA4
Open Graph: Huge graph of semantic data. HUGE.
Guardian’s FB traffic eclipsed Google traffic at one point:
                  http://bit.ly/GFo3sg
http://developers.facebook.com/docs/opengraphprotocol/

Wonder why services like Socialcam and Viddy suddenly
            ...
Open
                                                  Graph




                                                Schema


...
Using OG can control how your snippets, images, and
description appears in Facebook and other networks
@MatthewJbrown   Tools
Webmaster Tools now provides basic structured data stats
Facebook Object Debugger:
http://developers.facebook.com/tools/debug
Mat Clayton (CTO of Mixcloud) on Slideshare:
    http://www.slideshare.net/matclayton
Schema Creator from Raven: http://schema-creator.org/
Local Business Microdata Generator: http://microdatagenerator.org/
Wordpress Schema plugin from
Raven:http://wordpress.org/extend/plugins/schema-creator/
Drupal has functionality to consume and publish RDF data. Guide to getting up and running at:
                            ...
Rich Snippets Bookmarklet: http://www.blindfiveyearold.com/rich-
                snippets-testing-tool-bookmarklet
Bing Webmaster Tools Markup Validator
http://linter.structured-data.org – Industrial Strength
                 Structured Data Display
Sindice.com – Semantic web search engine. Good way to see what
Linked Data tools for content marketing




@MatthewJbrown
Point Blank SEO’s guide to data visualizations:
    http://pointblankseo.com/visualizations
http://richard.cyganiak.de/2007/10/lod/lod-datasets_2011-09-19_colored.html - Linking Open Data Cloud
Linked Data datasets – current best source:
http://www.w3.org/wiki/TaskForces/CommunityProjects/LinkingOpenData/DataSets
Dbpedia is Wikipedia in Linked Data specification. Outputs are JSON/XML/RDF.
PoolParty has a Wordpress plugin to import Linked Data as tooltips:
http://wordpress.org/extend/plugins/poolparty-thesauru...
LODSPeaKr – Simple Publishing Kit for Linked Data -
     http://alangrafu.github.com/lodspeakr/
Reading Materials/Resources




@MatthewJbrown
Raven has an excellent schema.org guide here:
http://raventools.com/blog/an-seos-guide-to-schema-org/
Good Relations has several great Q+A sites and a FAQ:
   http://wiki.goodrelations-vocabulary.org/FFAQ
Great primer to RDFa in HTML5 and Linked Data:
http://www.youtube.com/watch?v=KuAaa6lZxAU




http://justinbriggs.org/entity-search-results-the-on-going-evolution-of-sea...
Proposed schemas:
http://www.w3.org/wiki/WebSchemas/SchemaDotOrgProposals
Reading List
http://learnlinkeddata.com/articles Linked Data Primer – Start Here

http://semanticweb.com/introduction-to-r...
Semantic SEO Follow List
Folks who have some SEO/Semantic Web crossover:

Aaron Bradley - @aaranged – Hands down the best ...
Semantic Tech Pros
Semantic Tech Folks who are very smart and say things I don’t get:

Martin Hepp- @MFHepp– Heads up Good...
Thank you!
Slideshare: MatthewBrownPDX
 matthew@audiencewise.com

  twitter: @matthewjbrown

LinkedIn: MatthewBrownPDX
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Presentation at September event for SEMPDX in Portland OR. Covering the latest on structured data markup, Open Graph, Schema.org and data markup for SEO.

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Structured Data and Semantic SEO

  1. Structured Data and Semantic SEO Matthew Brown SEMPDX Sept 2012 Image credit: http://www.flickr.com/photos/jdhancock/
  2. Matthew Brown Slideshare: MatthewBrownPDX Twitter: @MatthewJBrown matthew@audiencewise.com http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
  3. Definitions @MatthewJbrown
  4. Semantic Search Engine Optimization (Semantic SEO) is the use of techniques from the Semantic Web technology stack for: 1.sending detailed information about the meaning of your page content to search engines and other data consumers, 2. in a way that can be easily processed by computers. Good definition of Semantic SEO: http://bit.ly/kUW0fJ
  5. Structured Data = Data organized by a markup language and a vocabulary. Can be organized and searched by machines. Linked Data = Publishing structured data so it can be accessed at a URI Semantic Web = The web of globally accessible, interlinked data entities RDF = Resource Definition Framework. This is a data model that establishes entity relationships using ‘triples’ Other notable parts of the ‘Semantic Web Technology Stack’
  6. http://www.seoskeptic.com/seo-semantic-web/ Great overview of the Semantic Web here Example of RDF triples describing entities. This is how semantic web data is defined.
  7. Schema: A specific vocabulary So what’s schema.org? Microdata? RDFa? Good primer here: http://www.seomoz.org/blog/schema-examples
  8. Choose your weapon. Which language and vocabulary fits your situation?
  9. There are many languages and vocabularies for structured data. Schema is just one.
  10. Current Status of “semantic SEO”: Google, Bing, Facebook @MatthewJbrown
  11. @MatthewJbrown
  12. OUCH! Google is doing more displacing of organic results. Deal with it: mark up your data
  13. Rich snippets are everywhere now, even spammy ones
  14. There are more options everyday to increase SERP real estate
  15. Rich Snippets can take up 30 days or more. Don’t panic. Study at: http://bit.ly/P6pF4n
  16. Track CTR changes for keywords that get rich snippets to measure ROI
  17. Google Knowledge Graph
  18. Look for what markup gets into Knowledge Graph
  19. Knowledge Graph Carousel (for ‘multiple’ searches like albums)
  20. There are multiple sources in the carousels as well
  21. Markup type: (Keep a running spreadsheet)
  22. Google Plus Knowledge Graph – Great article at http://bit.ly/PrA7Sy
  23. Open Graph @MatthewJbrown
  24. Just about every ‘entity’ under the sun is in Facebook’s graph
  25. Straight from Facebook at TC Disrupt: http://tcrn.ch/OolpA4
  26. Open Graph: Huge graph of semantic data. HUGE.
  27. Guardian’s FB traffic eclipsed Google traffic at one point: http://bit.ly/GFo3sg
  28. http://developers.facebook.com/docs/opengraphprotocol/ Wonder why services like Socialcam and Viddy suddenly exploded?
  29. Open Graph Schema Protip: Use Open Graph Markup in addition to schema, etc.
  30. Using OG can control how your snippets, images, and description appears in Facebook and other networks
  31. @MatthewJbrown Tools
  32. Webmaster Tools now provides basic structured data stats
  33. Facebook Object Debugger: http://developers.facebook.com/tools/debug
  34. Mat Clayton (CTO of Mixcloud) on Slideshare: http://www.slideshare.net/matclayton
  35. Schema Creator from Raven: http://schema-creator.org/
  36. Local Business Microdata Generator: http://microdatagenerator.org/
  37. Wordpress Schema plugin from Raven:http://wordpress.org/extend/plugins/schema-creator/
  38. Drupal has functionality to consume and publish RDF data. Guide to getting up and running at: http://semantic-drupal.com/
  39. Rich Snippets Bookmarklet: http://www.blindfiveyearold.com/rich- snippets-testing-tool-bookmarklet
  40. Bing Webmaster Tools Markup Validator
  41. http://linter.structured-data.org – Industrial Strength Structured Data Display
  42. Sindice.com – Semantic web search engine. Good way to see what
  43. Linked Data tools for content marketing @MatthewJbrown
  44. Point Blank SEO’s guide to data visualizations: http://pointblankseo.com/visualizations
  45. http://richard.cyganiak.de/2007/10/lod/lod-datasets_2011-09-19_colored.html - Linking Open Data Cloud
  46. Linked Data datasets – current best source: http://www.w3.org/wiki/TaskForces/CommunityProjects/LinkingOpenData/DataSets
  47. Dbpedia is Wikipedia in Linked Data specification. Outputs are JSON/XML/RDF.
  48. PoolParty has a Wordpress plugin to import Linked Data as tooltips: http://wordpress.org/extend/plugins/poolparty-thesaurus/screenshots/
  49. LODSPeaKr – Simple Publishing Kit for Linked Data - http://alangrafu.github.com/lodspeakr/
  50. Reading Materials/Resources @MatthewJbrown
  51. Raven has an excellent schema.org guide here: http://raventools.com/blog/an-seos-guide-to-schema-org/
  52. Good Relations has several great Q+A sites and a FAQ: http://wiki.goodrelations-vocabulary.org/FFAQ
  53. Great primer to RDFa in HTML5 and Linked Data:
  54. http://www.youtube.com/watch?v=KuAaa6lZxAU http://justinbriggs.org/entity-search-results-the-on-going-evolution-of-search Learn what entities are.
  55. Proposed schemas: http://www.w3.org/wiki/WebSchemas/SchemaDotOrgProposals
  56. Reading List http://learnlinkeddata.com/articles Linked Data Primer – Start Here http://semanticweb.com/introduction-to-rdf_b17953 - Dead simple intro to RDF and associated vocabularies and tools. SemanticWeb.com rules. http://www.w3.org/2011/Talks/0607-SemTech-RDFa-IH/Talk.pdf Great intro to RDFa and highlights Best Buy, Overstock, Examiner.com http://www.ibm.com/developerworks/library/x-disprdf/index.html IBM Developer Works tutorial on how to combine data http://searchnewscentral.com/20110207129/Technical/rdfa-the-inside-story-from-best- buy.html Interview with Jay Myers, Lead Development Engineer for Best Buy There’s a ton of resources on the web to get you started
  57. Semantic SEO Follow List Folks who have some SEO/Semantic Web crossover: Aaron Bradley - @aaranged – Hands down the best curator of semantic happenings on the SEO side. When he blogs at http://www.seoskeptic.com it’s not to be missed. Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens to be speaking at the Semantic Web 2012 conference Sean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionally for http://www.semanticweb.com Jay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’s the man responsible for Best Buy’s 30% CTR increase with rich snippets. Dan Brickley - @DanBri – Schema.org outreach for Google, works on proposed Schema.org specs People who have both search and semantic backgrounds
  58. Semantic Tech Pros Semantic Tech Folks who are very smart and say things I don’t get: Martin Hepp- @MFHepp– Heads up Good Relations, which is the most extensive vocabulary for e-commerce data Manu Sporny - @ManuSporny – Leader of the W3C working group for RDF. The man leading the charge for the RDF spec. Lin Clark - @LinClark – Works on the linked data/RDF integration for Drupal. Codes neat linked data things for Drupal. Gregg Kellogg - @Gkellogg – Semantic Web Developer of all trades. Wrote the Structured Data Linter. Aaron Bradley’s gigantic Semantic Twitter Group: https://twitter.com/#!/SemanticWeb/semanticweb100 - Like tapping into the Matrix of semantic tech information. People building semantic tech tools and standards
  59. Thank you! Slideshare: MatthewBrownPDX matthew@audiencewise.com twitter: @matthewjbrown LinkedIn: MatthewBrownPDX
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Presentation at September event for SEMPDX in Portland OR. Covering the latest on structured data markup, Open Graph, Schema.org and data markup for SEO.

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