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Generating complex schema markup at scale with AI
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Itamar Blauer
September 17, 2023
Marketing & SEO
3
3.9k
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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Transcript
Generating complex schema markup at scale with AI Itamar Blauer
StudioHawk @ItamarBlauer
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Raise your hand if your website has schema markup 🙋
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Almost half of websites use schema markup
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
https://almanac.httparchive.org/en/2022/seo#structured-data (September 2022)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
But why is it important?
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Google is continuing to verify info
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
https://blog.google/products/search/google-search-new-fact-checking-misinformation/ (March 2023)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Schema markup supports E-E-A-T
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Speaking of E-E-A-T, here’s a bit about me…
Work ABOUT ME Senior SEO Director 💻
Podcast ABOUT ME Host “SEO Unplugged” featuring: 🎙️
Book ABOUT ME Author “Keywords for SEO” 📖
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
1. What makes schema “complex” @itamarblauer #brightonSEO Generating complex schema
markup at scale with AI
@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)
@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)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
"Complex” schema: specific types & properties reinforce E-E-A-T
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Here’s an example of Organization schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Out of 70 possible Properties within Organization schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
This example used four (which is ~5%)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Damn, that’s basic. 1️⃣ 2️⃣ 3️⃣ 4️⃣
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Limited info in schema isn’t good
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Ever heard of “Less is more”?
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
This doesn’t apply with schema markup
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Many CMS plugins/apps provide limited schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Even Organization schema is generic
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
You can find more specific Types
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The search function is underrated
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Once you found the schema type you want to use
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Look through all the relevant properties that Google would find helpful
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Have the values of the properties ready to fill out (like a shopping list)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
But I get it, you might be too busy
2. Useful B2B & B2C schema @itamarblauer #brightonSEO Generating complex
schema markup at scale with AI
@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
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Many of these types contain E-E-A-T-rich properties
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The “about” property provides context of the subject matter
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The “sameAs” property links well with “about” for referencing authoritative sites
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The “keywords” property is pretty self-explanatory 🤑
3. Generate, debug & scale with AI @itamarblauer #brightonSEO Generating
complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Open ChatGPT
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Hold your 🐎
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Think GIGO 🗑️
GIGO garbage in, garbage out Low quality prompts generate low
quality outputs @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
To avoid 💩 prompts, your use case needs to be defined
Prompts relate to: @itamarblauer #brightonSEO Generating complex schema markup at
scale with AI
Prompts relate to: Getting ideas for schema types and properties
🤖 @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
🤖 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
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
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Example prompt for generating schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
This prompt uses predetermined values
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Errors may occur, so check with validator!
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
But how can you scale this?
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Create a spreadsheet with different tabs
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Export it as .xlsx (Excel) and upload it to ChatGPT (Premium)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
I’ll share a QR code later with more prompts 👀
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Now that you have your schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
You need to push it live
4. Implement schema with GTM @itamarblauer #brightonSEO Generating complex schema
markup at scale with AI
GTM is the 🐐: @itamarblauer #brightonSEO Generating complex schema markup
at scale with AI
GTM is the 🐐: Free ✅ @itamarblauer #brightonSEO Generating complex
schema markup at scale with AI
GTM is the 🐐: Free ✅ ✅ Doesn’t require CMS
access to implement schema @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
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
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
However, it isn’t efficient for dynamic schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
If you can’t get GTM access
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
You Client/Dev
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
(RIP Cheems 2011-2023 🙏)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Open GTM
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Save the tag/trigger and click Preview
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Not fired on the homepage
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Fired on the /blog/ page
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
SCAN ME!!! @itamarblauer #brightonSEO Generating complex schema markup at scale
with AI ChatGPT Prompts
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