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
   

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2. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
   Raise your hand if
   your website has
   schema markup
   🙋
   

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3. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
   Almost half of
   websites use
   schema markup
   

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4. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
   https://almanac.httparchive.org/en/2022/seo#structured-data (September 2022)
   

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5. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
   But why is it
   important?
   

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6. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
   Google is
   continuing to
   verify info
   

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7. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
   https://blog.google/products/search/google-search-new-fact-checking-misinformation/ (March 2023)
   

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8. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
   Schema markup
   supports E-E-A-T
   

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9. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
   Speaking of
   E-E-A-T, here’s a
   bit about me…
   

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10. Work
    ABOUT ME
    Senior SEO Director
    💻
    

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11. Podcast
    ABOUT ME
    Host “SEO Unplugged”
    featuring:
    🎙️
    

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12. Book
    ABOUT ME
    Author “Keywords for SEO”
    📖
    

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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
    

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14. 1. What makes schema
    “complex”
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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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)
    

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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)
    

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17. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    "Complex”
    schema: specific
    types & properties
    reinforce E-E-A-T
    

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18. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Here’s an example of
    Organization schema
    

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19. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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20. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Out of 70 possible
    Properties within
    Organization
    schema
    

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21. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    This example used
    four (which is ~5%)
    

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22. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Damn,
    that’s basic.
    1️⃣
    2️⃣
    3️⃣
    4️⃣
    

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23. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Limited info in
    schema isn’t
    good
    

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24. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Ever heard of
    “Less is more”?
    

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25. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    This doesn’t
    apply with
    schema markup
    

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26. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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27. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Many CMS
    plugins/apps
    provide limited
    schema
    

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28. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Even Organization
    schema is generic
    

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29. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    You can find
    more specific
    Types
    

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30. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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31. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    The search
    function is
    underrated
    

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32. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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33. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Once you found
    the schema type
    you want to use
    

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34. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Look through all
    the relevant
    properties that
    Google would find
    helpful
    

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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)
    

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36. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    But I get it, you
    might be too busy
    

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37. 2. Useful B2B & B2C
    schema
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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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
    

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39. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Many of these
    types contain
    E-E-A-T-rich
    properties
    

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40. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    The “about”
    property provides
    context of the
    subject matter
    

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41. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    The “sameAs”
    property links
    well with “about”
    for referencing
    authoritative sites
    

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42. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    The “keywords”
    property is pretty
    self-explanatory
    🤑
    

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43. 3. Generate, debug &
    scale with AI
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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44. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Open
    ChatGPT
    

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45. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Hold your 🐎
    

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46. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Think GIGO 🗑️
    

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47. GIGO
    garbage in, garbage out
    Low quality
    prompts generate
    low quality outputs
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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48. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    To avoid 💩
    prompts, your
    use case needs
    to be defined
    

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49. Prompts relate to:
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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50. Prompts relate to:
    Getting ideas for schema
    types and properties
    🤖
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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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
    

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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
    

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53. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Example
    prompt for
    generating
    schema
    

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54. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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55. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    This prompt
    uses
    predetermined
    values
    

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56. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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57. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Errors may
    occur, so check
    with validator!
    

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58. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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59. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    But how can
    you scale this?
    

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60. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Create a
    spreadsheet
    with different
    tabs
    

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61. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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62. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Export it as .xlsx
    (Excel) and upload
    it to ChatGPT
    (Premium)
    

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63. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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64. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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65. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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66. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    I’ll share a QR
    code later with
    more prompts
    👀
    

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67. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Now that you
    have your schema
    

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68. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    You need to
    push it live
    

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69. 4. Implement schema
    with GTM
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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70. GTM is the 🐐:
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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71. GTM is the 🐐:
    Free
    ✅
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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72. GTM is the 🐐:
    Free
    ✅
    ✅
    Doesn’t require CMS access
    to implement schema
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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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
    

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74. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    However, it
    isn’t efficient
    for dynamic
    schema
    

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75. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    If you can’t get
    GTM access
    

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76. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    You Client/Dev
    

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77. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    (RIP Cheems 2011-2023 🙏)
    

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78. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Open GTM
    

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79. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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80. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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81. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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82. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Save the
    tag/trigger and
    click Preview
    

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83. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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84. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Not fired on the
    homepage
    

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85. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    Fired on the
    /blog/ page
    

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86. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    

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87. SCAN ME!!!
    @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
    ChatGPT
    Prompts
    

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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
    

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