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Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse - Linkdex


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Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse - Linkdex

  1. 1. @kirsty_hulse Schema, JSON-LD & the semantic web (plus arbitrary pictures of space) Remains of a dead star, located 11,000 light-years away, taken by NASA's NuSTAR telescope
  2. 2. @kirsty_hulse What that actually means… How can we implement structured markup, to support a semantic web, when it is complicated and expensive?
  3. 3. @kirsty_hulse Why are we even interested in a semantic web?
  4. 4. @kirsty_hulse To do this, we need to have a uniform system that allows data sharing The vision of the Semantic Web is to […] create a common framework that allows data to be shared and reused A ‘Galactic Gathering’ taken by the Hubble Telescope
  5. 5. @kirsty_hulse From a search perspective For search, the use of markup reinforces meaning of the information NASA's Orbiting Carbon Observatory (OCO)-2
  6. 6. @kirsty_hulse Rich snippets and the knowledge graph
  7. 7. @kirsty_hulse Increased CTR ?
  8. 8. @kirsty_hulse Owning your brand SERP
  9. 9. @kirsty_hulse The sorry truth… Andromeda galaxy taken by some dude on reddit
  10. 10. @kirsty_hulse If you don’t - your competitors will
  11. 11. @kirsty_hulse Where are we now?
  12. 12. @kirsty_hulse Microdata (RDFa, microformats) are combined with HTML properties Inside the Flame Nebula
  13. 13. @kirsty_hulse is a shared markup vocabulary Horsehead seen by the Hubble
  14. 14. @kirsty_hulse
  15. 15. @kirsty_hulse Only about 0.3 percent of domains are using schema markup on their websites
  16. 16. @kirsty_hulse But there’s a new(ish) kid on the block
  17. 17. @kirsty_hulse Linked Data
  18. 18. @kirsty_hulse JSON-LD […] is a way of exchanging data without using markup attributes in HTML The Sun giving out X-rays
  19. 19. @kirsty_hulse Watch this
  20. 20. @kirsty_hulse Play around here http://json-­‐
  21. 21. @kirsty_hulse But the most important bit is… JSON-LD does not need to be present in the <body> of a page. It can be embedded in a <script> in the <head> of a page Asteroid tracks in the stars taken by NASAs Nowise
  22. 22. @kirsty_hulse And Google is increasingly supporting it as a format
  23. 23. @kirsty_hulse
  24. 24. @kirsty_hulse They posted an update to support it for organisation
  25. 25. @kirsty_hulse A few weeks ago Google endorsed the use of JSON-LD as a method of adding markup for the tour dates markup
  26. 26. @kirsty_hulse So what?
  27. 27. @kirsty_hulse My client has limited/restricted/expensive development resources T
  28. 28. @kirsty_hulse You can inject JSON- LD using Google Tag Manager
  29. 29. @kirsty_hulse Meaning there’s the potential for implementing structured markup to not be expensive, to not be complicated to not require development resource Martian impact crater
  30. 30. @kirsty_hulse The datalayer “A data layer is an object that contains all of the information that you want to pass to Google Tag Manager Rather than referencing variables, transaction information, page categories, and other important signals scattered throughout your page, Google Tag Manager is designed to easily reference information that you put in this data layer.”
  31. 31. @kirsty_hulse Datalayer is excellent and wonderful because… • Scalable • Flexible • Resolves security issues • Measurable (Mike Arnesen)
  32. 32. @kirsty_hulse But…for a non developer…it’s actually fairly tricky and can require development resource
  33. 33. @kirsty_hulse Back to square one!
  34. 34. @kirsty_hulse Implement a data layer for information that will change on a page by page basis
  35. 35. @kirsty_hulse But there is markup we can inject using JSON-LD via GTM without the data layer using Custom HTML Tags
  36. 36. @kirsty_hulse <script type="application/ld+json"> { "@context": "", "@type": "WebSite", "url": "", "potentialAction": { "@type": "SearchAction", "target": "{search_term}", "query-input": "required name=search_term" } } </script>
  37. 37. @kirsty_hulse
  38. 38. @kirsty_hulse
  39. 39. @kirsty_hulse This doesn’t guarantee inclusion however… “The search box is triggered algorithmically based on the website and the user query — we display it when we think it might help the user refine their search.”
  40. 40. @kirsty_hulse Social Markup <script type="application/ld+json"> { "@context" : "", "@type" : "Person", "url" : "", "name" : "Simo Ahava", "sameAs" : [ "", "", "" ] } </script>
  41. 41. @kirsty_hulse Organisation and logos <script type="application/ld+json"> { "@context": "", "@type": "Organization", "url": "", "logo": "" } </script>
  42. 42. @kirsty_hulse But be careful - you MUST keep the JSON-LD in sync with what appears on the page
  43. 43. @kirsty_hulse Or this will be you
  44. 44. @kirsty_hulse thank you!