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Generating complex schema markup at scale with AI

Generating complex schema markup at scale with AI

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

Itamar Blauer

September 17, 2023
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  1. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI

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

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

    https://blog.google/products/search/google-search-new-fact-checking-misinformation/ (March 2023)
  4. 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
  5. @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)
  6. @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)
  7. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI

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

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

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

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

    Have the values of the properties ready to fill out (like a shopping list)
  12. @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
  13. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI

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

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

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

    The “keywords” property is pretty self-explanatory 🤑
  17. GIGO garbage in, garbage out Low quality prompts generate low

    quality outputs @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
  18. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI

    To avoid 💩 prompts, your use case needs to be defined
  19. Prompts relate to: Getting ideas for schema types and properties

    🤖 @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
  20. 🤖 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
  21. 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
  22. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI

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

    I’ll share a QR code later with more prompts 👀
  24. GTM is the 🐐: Free ✅ ✅ Doesn’t require CMS

    access to implement schema @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
  25. 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
  26. @itamarblauer #brightonSEO Generating complex schema markup at scale with AI

    However, it isn’t efficient for dynamic schema