Generating complex schema markup at scale with AI

This talk was delivered at brightonSEO on 14th September 2023.

Transcript

1. Generating complex schema markup at scale with AI Itamar Blauer StudioHawk @ItamarBlauer
2. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Raise your hand if your website has schema markup 🙋
3. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Almost half of websites use schema markup
4. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI https://almanac.httparchive.org/en/2022/seo#structured-data (September 2022)
5. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI But why is it important?
6. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Google is continuing to verify info
7. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI https://blog.google/products/search/google-search-new-fact-checking-misinformation/ (March 2023)
8. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Schema markup supports E-E-A-T
9. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Speaking of E-E-A-T, here’s a bit about me…
10. Work ABOUT ME Senior SEO Director 💻
11. Podcast ABOUT ME Host “SEO Unplugged” featuring: 🎙️
12. Book ABOUT ME Author “Keywords for SEO” 📖
13. 1 2 3 What makes schema “complex” Useful B2B & B2C schema Generate, debug & scale with AI 4 Implement schema with GTM @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
14. 1. What makes schema “complex” @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
15. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Schema.org contains 803 Types and 1465 Properties https://schema.org/docs/schemas.html (As of September 2023)
16. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI The schemas are a set of 'types', each associated with a set of properties https://schema.org/docs/schemas.html (As of September 2023)
17. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI "Complex” schema: specific types & properties reinforce E-E-A-T
18. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Here’s an example of Organization schema
19. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
20. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Out of 70 possible Properties within Organization schema
21. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI This example used four (which is ~5%)
22. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Damn, that’s basic. 1️⃣ 2️⃣ 3️⃣ 4️⃣
23. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Limited info in schema isn’t good
24. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Ever heard of “Less is more”?
25. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI This doesn’t apply with schema markup
26. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
27. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Many CMS plugins/apps provide limited schema
28. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Even Organization schema is generic
29. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI You can find more specific Types
30. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
31. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI The search function is underrated
32. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
33. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Once you found the schema type you want to use
34. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Look through all the relevant properties that Google would find helpful
35. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Have the values of the properties ready to fill out (like a shopping list)
36. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI But I get it, you might be too busy
37. 2. Useful B2B & B2C schema @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
38. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI B2B B2C Service Product WebPage LocalBusiness BreadcrumbList VideoObject BlogPosting WebSite FAQPage Person Article Event Course Collectio nPage
39. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Many of these types contain E-E-A-T-rich properties
40. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI The “about” property provides context of the subject matter
41. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI The “sameAs” property links well with “about” for referencing authoritative sites
42. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI The “keywords” property is pretty self-explanatory 🤑
43. 3. Generate, debug & scale with AI @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
44. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Open ChatGPT
45. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Hold your 🐎
46. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Think GIGO 🗑️
47. GIGO garbage in, garbage out Low quality prompts generate low quality outputs @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
48. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI To avoid 💩 prompts, your use case needs to be defined
49. Prompts relate to: @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
50. Prompts relate to: Getting ideas for schema types and properties 🤖 @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
51. 🤖 Generating schema based on predetermined values Prompts relate to: Getting ideas for schema types and properties 🤖 @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
52. Scaling and fixing incorrect code 🤖 🤖 Generating schema based on predetermined values Prompts relate to: Getting ideas for schema types and properties 🤖 @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
53. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Example prompt for generating schema
54. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
55. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI This prompt uses predetermined values
56. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
57. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Errors may occur, so check with validator!
58. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
59. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI But how can you scale this?
60. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Create a spreadsheet with different tabs
61. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
62. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Export it as .xlsx (Excel) and upload it to ChatGPT (Premium)
63. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
64. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
65. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
66. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI I’ll share a QR code later with more prompts 👀
67. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Now that you have your schema
68. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI You need to push it live
69. 4. Implement schema with GTM @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
70. GTM is the 🐐: @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
71. GTM is the 🐐: Free ✅ @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
72. GTM is the 🐐: Free ✅ ✅ Doesn’t require CMS access to implement schema @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
73. GTM is the 🐐: Easy to update and you won’t break anything Free ✅ ✅ ✅ Doesn’t require CMS access to implement schema @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
74. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI However, it isn’t efficient for dynamic schema
75. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI If you can’t get GTM access
76. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI You Client/Dev
77. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI (RIP Cheems 2011-2023 🙏)
78. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Open GTM
79. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
80. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
81. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
82. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Save the tag/trigger and click Preview
83. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
84. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Not fired on the homepage
85. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI Fired on the /blog/ page
86. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
87. SCAN ME!!! @itamarblauer #brightonSEO Generating complex schema markup at scale with AI ChatGPT Prompts
88. Thanks! Itamar Blauer StudioHawk itamar@studiohawk.co.uk LinkedIn linkedin.com/in/itamarblauer Twitter @ItamarBlauer @itamarblauer #brightonSEO Generating complex schema markup at scale with AI