A deep-dive into schema.org

by Jono Alderson

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@jonoalderson A deep-dive into schema.org

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@jonoalderson

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@jonoalderson

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@jonoalderson

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

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@jonoalderson

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@jonoalderson So the SEO industry chases the shinies.

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

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@jonoalderson Like these.

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

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@jonoalderson You need to use structured data to tell your stories.

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@jonoalderson Marketing.

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@jonoalderson Nobody* is thinking like this.

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@jonoalderson How schema works in most CMS’

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@jonoalderson NB: Take advantage of sub-types

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

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@jonoalderson Describe all the things.

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@jonoalderson 1. 2. 3. 4. 5.

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@jonoalderson Google is not the only consumer.

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@jonoalderson Pinterest

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@jonoalderson Facebook

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@jonoalderson Bing

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@jonoalderson Yandex

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@jonoalderson Google is not the only consumer.

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@jonoalderson They have their own rules

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@jonoalderson One primary entity per page

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@jonoalderson There’s no consistent approach to IDs

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

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@jonoalderson Their tools are inconsistent

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

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@jonoalderson Dan Brickley + Richard Wallis

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

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@jonoalderson What is Google’s competitive advantage?

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

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

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@jonoalderson Build a strong foundation with @graph and @id.

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@jonoalderson Implement schema which Google doesn’t explicitly reward.

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