A deep-dive into schema.org

by Jono Alderson

Embed

Start on current slide

Slide 1

Slide 1 text

@jonoalderson A deep-dive into schema.org

Slide 2

Slide 2 text

@jonoalderson

Slide 3

Slide 3 text

@jonoalderson

Slide 4

Slide 4 text

@jonoalderson

Slide 5

Slide 5 text

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

Slide 6

Slide 6 text

@jonoalderson

Slide 7

Slide 7 text

@jonoalderson So the SEO industry chases the shinies.

Slide 8

Slide 8 text

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

Slide 9

Slide 9 text

@jonoalderson Like these.

Slide 10

Slide 10 text

@jonoalderson

Slide 11

Slide 11 text

@jonoalderson

Slide 12

Slide 12 text

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

Slide 13

Slide 13 text

@jonoalderson

Slide 14

Slide 14 text

@jonoalderson

Slide 15

Slide 15 text

@jonoalderson

Slide 16

Slide 16 text

@jonoalderson

Slide 17

Slide 17 text

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

Slide 18

Slide 18 text

@jonoalderson Marketing.

Slide 19

Slide 19 text

@jonoalderson Nobody* is thinking like this.

Slide 20

Slide 20 text

@jonoalderson How schema works in most CMS’

Slide 21

Slide 21 text

@jonoalderson

Slide 22

Slide 22 text

@jonoalderson

Slide 23

Slide 23 text

@jonoalderson

Slide 24

Slide 24 text

@jonoalderson

Slide 25

Slide 25 text

@jonoalderson

Slide 26

Slide 26 text

@jonoalderson

Slide 27

Slide 27 text

@jonoalderson

Slide 28

Slide 28 text

@jonoalderson

Slide 29

Slide 29 text

@jonoalderson

Slide 30

Slide 30 text

@jonoalderson

Slide 31

Slide 31 text

@jonoalderson NB: Take advantage of sub-types

Slide 32

Slide 32 text

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

Slide 33

Slide 33 text

@jonoalderson Describe all the things.

Slide 34

Slide 34 text

@jonoalderson

Slide 35

Slide 35 text

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

Slide 36

Slide 36 text

@jonoalderson

Slide 37

Slide 37 text

@jonoalderson Google is not the only consumer.

Slide 38

Slide 38 text

@jonoalderson Pinterest

Slide 39

Slide 39 text

@jonoalderson Facebook

Slide 40

Slide 40 text

@jonoalderson Bing

Slide 41

Slide 41 text

@jonoalderson Yandex

Slide 42

Slide 42 text

@jonoalderson

Slide 43

Slide 43 text

@jonoalderson Google is not the only consumer.

Slide 44

Slide 44 text

@jonoalderson They have their own rules

Slide 45

Slide 45 text

@jonoalderson One primary entity per page

Slide 46

Slide 46 text

@jonoalderson There’s no consistent approach to IDs

Slide 47

Slide 47 text

@jonoalderson

Slide 48

Slide 48 text

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

Slide 49

Slide 49 text

@jonoalderson Their tools are inconsistent

Slide 50

Slide 50 text

@jonoalderson

Slide 51

Slide 51 text

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

Slide 52

Slide 52 text

@jonoalderson

Slide 53

Slide 53 text

@jonoalderson

Slide 54

Slide 54 text

@jonoalderson

Slide 55

Slide 55 text

@jonoalderson

Slide 56

Slide 56 text

@jonoalderson

Slide 57

Slide 57 text

@jonoalderson

Slide 58

Slide 58 text

@jonoalderson

Slide 59

Slide 59 text

@jonoalderson Dan Brickley + Richard Wallis

Slide 60

Slide 60 text

@jonoalderson

Slide 61

Slide 61 text

@jonoalderson

Slide 62

Slide 62 text

@jonoalderson

Slide 63

Slide 63 text

@jonoalderson

Slide 64

Slide 64 text

@jonoalderson

Slide 65

Slide 65 text

@jonoalderson

Slide 66

Slide 66 text

@jonoalderson

Slide 67

Slide 67 text

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

Slide 68

Slide 68 text

@jonoalderson

Slide 69

Slide 69 text

@jonoalderson

Slide 70

Slide 70 text

@jonoalderson

Slide 71

Slide 71 text

@jonoalderson What is Google’s competitive advantage?

Slide 72

Slide 72 text

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

Slide 73

Slide 73 text

@jonoalderson

Slide 74

Slide 74 text

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

Slide 75

Slide 75 text

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

Slide 76

Slide 76 text

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

Slide 77

Slide 77 text

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