1. Structured Data:
Beyond Rich Snippets

2. Justin Briggs
Founder, Briggsby
Justin@Briggsby.com
@JustinRBriggs
Taking on new clients

3. Schema takes you from web to data

4. Relationships Defined as Triples
Subject ObjectPredicate=> =>

5. Getting Crazy With Movie Relationships
Psycho (Movie) Alfred HitchcockHas Director=> =>

6. Structured Data in SERPs

7. Increase Visibility & CTR
Rich Snippets
• Reviews
• People
• Products
• Businesses & organizations
• Recipes
• Events
• Music

8. Encoding with Microdata
Tea Chai Té
An awesome tea shop in a caboose.
7983 SE 13th Ave
Portland, OR
Phone: 503-432-8747
<div itemscope itemtype="http://schema.org/LocalBusiness">
<span itemprop="name">Tea Chai Té</span>
<span itemprop="description">An awesome tea shop in a
caboose.</span>
<div itemprop="address" itemscope itemtype="http://schema.org/
PostalAddress">
<span itemprop="streetAddress">7983 SE 13th Ave</span>
<span itemprop="addressLocality">Portland</span>,
<span itemprop="addressRegion">OR</span>
</div>
Phone: <span itemprop="telephone">503-432-8747</span>
</div>

9. Encoding with JSON-LD
Tea Chai Té
An awesome tea shop in a caboose.
7983 SE 13th Ave
Portland, OR
Phone: 503-432-8747
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "LocalBusiness",
"address": {
"@type": "PostalAddress",
"addressLocality": “Portland”,
"addressRegion": “OR”,
"streetAddress": "7983 SE 13th Ave"
},
"description": "An awesome tea shop in a caboose.",
"name": "Tea Chai Té",
"telephone": "503-432-8747"
}
</script>

10. Microdata or JSON-LD
• Works with information already present
• Minimal effort to qualify existing
information
• Awkward situations to get certain data
marked up
• Inserting data on page for markup only
• Can be added to hyperlinks
Microdata JSON-LD
• Not dependent on information already
present
• Compact and direct
• Duplicate calls already made to build
page
• No relation to page content
• Information not normally in markup
They can be used together

11. Search is rapidly becoming more
mobile & conversational

12. Historical Model of Search
Web Search
Page Page Page

13. Search as an Interface
Search
Web Email
Knowledge
Graph
Schema
Mobile
Apps
Documents Databases Applications

14. Structured Data for Apps

15. App Deep Links
android-app://{package_id}/{scheme}/{host_path}
Ø package_id - app ID in Play store
Ø scheme - http or custom scheme
Ø host_path - specific content within app

16. App Deep Link Crawl
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebPage",
"@id": "http://example.com/gizmos",
"potentialAction": {
"@type": "ViewAction",
"target": "android-app://com.example.android/http/example.com/gizmos"
}
}
</script>

17. Drive App Engagement
App launch
can be default
behavior…
Clicking this
launches the
app!

18. App Actions
App Indexing Knowledge Graph App Actions+ =

19. App Actions
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "MusicGroup",
"name": "Weezer", "potentialAction": {
"@type": "ListenAction",
"target": "android-app://com.spotify.music/http/we.../listen"
}
}
</script>

20. App Actions

21. Building an Action Graph
Order me a pizza? Schedule my meeting? Drive my car?
Ok, Google

22. Personalized cards on
mobile search

23. Personalized Google Now Cards
Personal
information in
search
Understands
hotel as entity
Pushes
information when
it’s needed

24. Pushed Search Results

25. Comes from understanding a
user’s email

26. Structured Data For Emails

27. Parsing Our Personal Data
Gmail extracted
structured data
Powers pushed
search results

28. Actions in the inbox
<div itemscope itemtype="http://schema.org/EventReservation">
<meta itemprop="reservationNumber" content="E123456789"/>
<link itemprop="reservationStatus" href="http://schema.org/Confirmed"/>
<div itemprop="underName" itemscope itemtype="http://schema.org/Person">
<meta itemprop="name" content="John Smith"/>
</div>
<div itemprop="reservationFor" itemscope itemtype="http://schema.org/Event">
<meta itemprop="name" content="Foo Fighters Concert"/>
<meta itemprop="startDate" content="2017-03-06T19:30:00-08:00"/>
<div itemprop="location" itemscope itemtype="http://schema.org/Place">
<meta itemprop="name" content="AT&T Park"/>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<meta itemprop="streetAddress" content="24 Willie Mays Plaza"/>
<meta itemprop="addressLocality" content="San Francisco"/>
<meta itemprop="addressRegion" content="CA"/>
<meta itemprop="postalCode" content="94107"/>
<meta itemprop="addressCountry" content="US"/>
</div>
</div>
</div>
</div>
Structured data in emails
can appear in search results

29. Pushed Search Results
That’s how you
get this!
And this!

30. Upcoming Events in Knowledge Graph

31. Event Structured Data
<script type="application/ld+json">
[{
"@context" : "http://schema.org",
"@type" : "MusicEvent",
"name" : "B.B. King",
"startDate" : "2014-04-12T19:30",
"location" : {
"@type" : "Place",
"name" : "Lupo’s Heartbreak Hotel",
"address" : "79 Washington St., Providence, RI"
},
"offers" : {
"@type" : "Offer",
"url" : "https://www.etix.com/ticket/1771656"
}
},
]
</script>

32. Pushed Events
Events pushed in
search based off
location

33. Thanks!
hello@briggsby.com