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Jeffrey Burns - Structured Data for Healthcare

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Jeffrey Burns - Structured Data for Healthcare

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These slides were presented at the Semrush webinar "Advanced Structured Data for Medical Websites". Video replay and transcript are available at https://www.semrush.com/webinars/advanced-structured-data-for-medical-websites/

These slides were presented at the Semrush webinar "Advanced Structured Data for Medical Websites". Video replay and transcript are available at https://www.semrush.com/webinars/advanced-structured-data-for-medical-websites/

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Jeffrey Burns - Structured Data for Healthcare

  1. 1. Martha van Berkel CEO, Schema App Headline-Open Sans 36 pt Hex #FFFFFF [DATE] - FEBRUARY 7, 2020 - Open Sans (Caps) 14 pt Hex #FFFFFF Jeffrey Burns Customer Success Team Lead, Schema App Structured Data for Healthcare
  2. 2. Philosophy York University fan of nationality provider alumniOf alumniOf memberOf type founder volunteered for Organization
  3. 3. Schema App is Trusted by SEOs Worldwide
  4. 4. Google is Healthcare
  5. 5. Google Health - Update Google reports that around 7% of its daily searches are health related, and it receives around 1 billion health questions every day, or 70,000 health-related searches each minute.
  6. 6. Google Health David Feinberg, lead of Google Health said, “one idea would be to bring Google’s search expertise to doctors, so they could more easily access information in the medical record and spend less time on documentation.” He also wants to improve health-related searches on Google. CNBC Article (11/2/19): Google Health is finally opening up about its plans, and they’re all about search
  7. 7. "Structured Data, where many of the new features [in Search] come from." John Mueller Google IO, May 18, 2021 Evolution of Search
  8. 8. Schema Markup = Structured Data
  9. 9. Be Found Across Platforms Add Schema Markup Desktop and Mobile Search Voice Search Discovery on all surfaces Source - Google I/O webinar - scroll over to the 33:45 minutes mark
  10. 10. Schema Markup is Code that Google Understands
  11. 11. Make an Impression in Search Schema Markup is an SEO strategy to help your content to be understood explicitly by search engines and stand out in search.
  12. 12. The Vocabulary: https://schema.org Schema.org is a vocabulary and structure created by Google, Yahoo, Bing and Yandex back in 2011. There are over 800 different definitions, each with 20+ properties to define them. Schema Markup (aka Structured Data) is the act of applying Schema.org vocabulary in the form of code to your digital content.
  13. 13. Health & Life Sciences Extension (expansive!) NOTE: Depicts only the primary schema.org “type”. Other markup will be embedded. https://health-lifesci.schema.org/ Organization Donate Action Product (Shop) Medical Scholarly Article News Article Events Recipes Drug Medical Study Medical Condition Medical Therapy Diet Medical Tests Exercise Plans Medical Device Article Medical Cause Medical Sign or Symptom Medical Risk Factors Studies and Trials
  14. 14. Health & Life Sciences Extension: Medical Entities ● Conditions ● Signs and symptoms ● Causes ● Risk factors ● Tests ● Devices ● Therapies (including drugs and procedures) ● Studies and trials ● Guidelines ● Diets ● Supplements ● Exercise plans ● Anatomy
  15. 15. Rich Results
  16. 16. https://developers.google.com/search/docs/data-types/special-announcements
  17. 17. 32 Ways to Stand Out In Search
  18. 18. Identify key content in your patient journey Optimize with unique markup so it is understood
  19. 19. Google Required & Recommended + Schema.org Properties Inform Content
  20. 20. Content eligible for Rich Results Apply at Scale
  21. 21. Exploring the Health & Life Sciences Extension
  22. 22. MedicalCondition areaServed Physician
  23. 23. Health & Life Sciences Extension: Popular Types Medical Clinic/ Hospital Medical Procedure Medical Therapy Medical Indication Medical Study Medical Condition Medical Test Medical SignOr Symptom
  24. 24. Each bubble represents a data item Organization Hospital parentOrganization Medical Organization
  25. 25. Hospital Has Pos Has Map Has Offer Catalog Identifier Is Accessible For Free Select… True False Isic V 4 Latitude Legal Name Lei Code Location Logo Longitude Main Entity Of Page Makes Offer Maximum Attendee Medical Specialty Capacity Member Member Of Naics Number Of Employees Opening Hours Owns Parent Organization Payment Accepted Photo Required Fields Address Image Name URL Recommended Fields Aggregate Rating Department Geo Opening Hours Specification Review Telephone Other Fields Additional Property Additional Type Alternate Name Alumni Amenity Feature Area Served Award Awards Available Service Branch Code Brand Contact Point Contained In Place Contains Place Currencies Accepted Description Disambiguating Description Dissolution Date Duns Email Employee Event Fax Number Founder Founding Date Founding Location Funder Geo Contains Geo Covered By Geo Covers Geo Crosses Geo Disjoint Geo Overlaps Geo Touches Geo Within Global Location Number Potential Action Price Range Public Access Select… True False Publishing Principles Same As Seeks Slogan Smoking Allowed Select… True False Special Opening Hours Specification Sponsor Sub Organization Subject Of Tax Id Type Vat Id
  26. 26. Each bubble represents a data item Place Contact Point Medical Specialty Organization Hospital parentOrganization medicalSpecialty areaServed “Neurologic” “Toronto” contactPoint Medical Organization
  27. 27. Medical Specialty Other Fields Additional Type Alternate Name Description Disambiguating Description Identifier Image Main Entity Of Page Name Potential Action Same As Subject Of Type Medical specialty Url Enumeration members Muskuloskeletal Neurologic Nursing Obstetric Oncologic Optometric Otolaryngologic Pathology Pediatric PharmacySpecialty Physiotherapy PlasticSurgery Podiatric PrimaryCare Psychiatric PublicHealth Pulmonary Renal RespiratoryTherapy Rheumatologic SpeechPathology Surgical Toxicologic Urologic Anesthesia Cardiovascular CommunityHealth Dentistry Dermatology DietNutrition Emergency Endocrine Gastroenterologic Genetic Geriatric Gynecologic Hematologic Infectious Laboratory Science Midwifery
  28. 28. Each bubble represents a data item Place Contact Point Medical Specialty Organization Hospital Physician parentOrganization m edicalSpecialty medicalSpecialty areaServed Medical Procedure recognizingAuthority “Neurologic” “Toronto” “Doctor” contactPoint Medical Organization
  29. 29. Medical Specialty Medical Indication Indication relevantSpecialty recognizingAuthority Medical Procedure Medical Organization
  30. 30. Medical Therapy Medical SignOr Symptom signOrSymptom possibleTreatment Medical Condition Medical Test p o s s i b l e T r e a t m e n t typicalTest
  31. 31. Medical Condition Additional Type Alternate Name Associated Anatomy Cause Code Description Differential Diagnosis Disambiguating Description Drug Epidemiology Expected Prognosis Guideline Identifier Image Legal Status Main Entity Of Page Medicine System Name Natural Progression Pathophysiology Possible Complication Possible Treatment Potential Action Primary Prevention Recognizing Authority Relevant Specialty Risk Factor Same As Secondary Prevention Sign Or Symptom Stage Status Study Subject Of Subtype Type Medical condition Typical Test Url Reference Wiki to add additional clarity
  32. 32. Hospital Medical Condition Physician Contact Point Job Posting FAQ Donate Action Educational Occupational Credential Awards About Page Course Schedule Action Medical Procedure Hospital NOTE: Depicts only the primary schema.org “type”. (expansive!)
  33. 33. EAT your schema!
  34. 34. “When it comes to medical [searches], our algorithms are more critical” John Mueller, Google Webmaster Tools Spokesperson October 15th, 2020
  35. 35. ● Focus on author & physician profiles, list credentials ● Include citations in your editorial content ● Answer specific questions with Articles & Blogs ● Use Schema Markup to Structure your data to define relationships. ● Use Wikidata definitions to define concepts & entities. Actions for Becoming the Authority
  36. 36. Medical Clinic/ Hospital Medical Procedure Medical Therapy Medical Indication Medical Study Medical Condition Medical Test Medical SignOr Symptom Provide context through schema markup
  37. 37. Medical SignOr Symptom Medical Test typicalTest signOrSymptom Medical Condition Hospital Available Service Place areaServed contactPoint Contact Point
  38. 38. reviewedBy
  39. 39. affiliation alumniOf
  40. 40. Use Wikidata definitions to define concepts & entities.
  41. 41. Physician + Person aggregateRating RatingCount subjectOf FAQPage medicalSpecialty https://en.wikipedia.org/wiki/Family_medicine
  42. 42. Opportunity in two steps
  43. 43. What information do your consumers need to find on your website? Medical Specialties Physicians Medical Procedures Research Papers Hospitals Clinics (C) 2020 Healthcare Internet Conference
  44. 44. What content do you want to make easy to find? Covid Announcements Videos FAQ Ratings How-to Articles Physician Reviews Courses Job Listings Local Business Home Activities Recipes Products Medical Tests (C) 2020 Healthcare Internet Conference
  45. 45. Stand Out & Re-Engage your Consumers Increased Clicks Increased Engagement Increased Visibility Increased Traffic Increased Ease
  46. 46. SEO Strategy: Schema Markup is One Part Schema Markup Descriptions URL Title Crawlability Fast Load Speed Ease of Use Keywords Content

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