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A deep-dive into schema.org

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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Jono Alderson

April 15, 2022
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  1. @jonoalderson A deep-dive into schema.org

  2. @jonoalderson

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  5. @jonoalderson Google’s focus on structured data isn’t a coincidence developers.google.com/search/updates

  6. @jonoalderson

  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
  78. @jonoalderson

  79. @jonoalderson Explore schema.org

  80. @jonoalderson Explore developer.yoast.com

  81. @jonoalderson If you’re still skeptical...

  82. @jonoalderson Thanks!