A deep-dive into schema.org

Over the last couple of years, structured data and schema.org has become the hot topic in SEO. But in many cases, people are only really seeing and interacting with the very tip of the iceberg. That means that they’re missing out on opportunities, and on the very important bigger picture.

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1. @jonoalderson A deep-dive into schema.org
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5. @jonoalderson Google’s focus on structured data isn’t a coincidence developers.google.com/search/updates
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7. @jonoalderson So the SEO industry chases the shinies.
8. @jonoalderson But there’s so much more you can do...
9. @jonoalderson Like these.
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12. @jonoalderson “Hey Google, how do I fix a flat tyre?”
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17. @jonoalderson You need to use structured data to tell your stories.
18. @jonoalderson Marketing.
19. @jonoalderson Nobody* is thinking like this.
20. @jonoalderson How schema works in most CMS’
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31. @jonoalderson NB: Take advantage of sub-types
32. @jonoalderson NB: Things can be multiple things '@type': ['book' ,'product']
33. @jonoalderson Describe all the things.
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35. @jonoalderson 1. 2. 3. 4. 5.
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37. @jonoalderson Google is not the only consumer.
38. @jonoalderson Pinterest
39. @jonoalderson Facebook
40. @jonoalderson Bing
41. @jonoalderson Yandex
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43. @jonoalderson Google is not the only consumer.
44. @jonoalderson They have their own rules
45. @jonoalderson One primary entity per page
46. @jonoalderson There’s no consistent approach to IDs
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48. @jonoalderson They don’t support cross-page IDs(?)
49. @jonoalderson Their tools are inconsistent
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51. @jonoalderson Schema.org is all open source, evolving, and extensible.
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59. @jonoalderson Dan Brickley + Richard Wallis
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67. @jonoalderson Google is the only large-scale consumer of schema.org.
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71. @jonoalderson What is Google’s competitive advantage?
72. @jonoalderson Broad schema adoption beyond Google’s specifics levels the playing field
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74. @jonoalderson Schema.org is more (important) than rich snippets.
75. @jonoalderson Build a strong foundation with @graph and @id.
76. @jonoalderson Implement schema which Google doesn’t explicitly reward.
77. @jonoalderson Debate, discuss, and cause Google* to want to pursue things. *Individuals who work for part(s) of
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79. @jonoalderson Explore schema.org
80. @jonoalderson Explore developer.yoast.com
81. @jonoalderson If you’re still skeptical...
82. @jonoalderson Thanks!