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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.

Jono Alderson

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

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

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    So the SEO
    industry chases
    the shinies.

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    But there’s so much
    more you can do...

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    Like these.

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    “Hey Google, how do I
    fix a flat tyre?”

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    You need to use
    structured data to tell
    your stories.

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    Marketing.

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    Nobody* is
    thinking like this.

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    How schema works in most CMS’

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    NB: Take advantage of sub-types

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    NB: Things can be multiple things
    '@type': ['book' ,'product']

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    Describe all the things.

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    1.
    2.
    3.
    4.
    5.

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    Google is not the
    only consumer.

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    Pinterest

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    Facebook

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    Bing

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    Yandex

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    Google is not the
    only consumer.

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    They have their own rules

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    One primary
    entity per page

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    There’s no consistent
    approach to IDs

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    They don’t support
    cross-page IDs(?)

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    Their tools are
    inconsistent

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    Schema.org is all open
    source, evolving, and
    extensible.

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    Dan Brickley + Richard Wallis

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    Google is the only
    large-scale consumer
    of schema.org.

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    What is Google’s
    competitive
    advantage?

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    Broad schema
    adoption beyond
    Google’s specifics
    levels the playing field

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    Schema.org is more
    (important) than rich
    snippets.

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    Build a strong
    foundation with
    @graph and @id.

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    Implement schema
    which Google doesn’t
    explicitly reward.

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    Debate, discuss, and
    cause Google* to want
    to pursue things.
    *Individuals who work for part(s) of

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    Explore schema.org

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    Explore developer.yoast.com

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    If you’re still skeptical...

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    Thanks!

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