Slide 1
Slide 1 text
Generating complex
schema markup at
scale with AI
Itamar Blauer
StudioHawk
@ItamarBlauer
Slide 2
Slide 2 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Raise your hand if
your website has
schema markup
🙋
Slide 3
Slide 3 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Almost half of
websites use
schema markup
Slide 4
Slide 4 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
https://almanac.httparchive.org/en/2022/seo#structured-data (September 2022)
Slide 5
Slide 5 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
But why is it
important?
Slide 6
Slide 6 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Google is
continuing to
verify info
Slide 7
Slide 7 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
https://blog.google/products/search/google-search-new-fact-checking-misinformation/ (March 2023)
Slide 8
Slide 8 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Schema markup
supports E-E-A-T
Slide 9
Slide 9 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Speaking of
E-E-A-T, here’s a
bit about me…
Slide 10
Slide 10 text
Work
ABOUT ME
Senior SEO Director
💻
Slide 11
Slide 11 text
Podcast
ABOUT ME
Host “SEO Unplugged”
featuring:
🎙️
Slide 12
Slide 12 text
Book
ABOUT ME
Author “Keywords for SEO”
📖
Slide 13
Slide 13 text
1
2
3
What makes schema “complex”
Useful B2B & B2C schema
Generate, debug & scale with AI
4 Implement schema with GTM
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 14
Slide 14 text
1. What makes schema
“complex”
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 15
Slide 15 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Schema.org
contains 803
Types and 1465
Properties
https://schema.org/docs/schemas.html (As of September 2023)
Slide 16
Slide 16 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The schemas are a
set of 'types', each
associated with a
set of properties
https://schema.org/docs/schemas.html (As of September 2023)
Slide 17
Slide 17 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
"Complex”
schema: specific
types & properties
reinforce E-E-A-T
Slide 18
Slide 18 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Here’s an example of
Organization schema
Slide 19
Slide 19 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 20
Slide 20 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Out of 70 possible
Properties within
Organization
schema
Slide 21
Slide 21 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
This example used
four (which is ~5%)
Slide 22
Slide 22 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Damn,
that’s basic.
1️⃣
2️⃣
3️⃣
4️⃣
Slide 23
Slide 23 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Limited info in
schema isn’t
good
Slide 24
Slide 24 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Ever heard of
“Less is more”?
Slide 25
Slide 25 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
This doesn’t
apply with
schema markup
Slide 26
Slide 26 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 27
Slide 27 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Many CMS
plugins/apps
provide limited
schema
Slide 28
Slide 28 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Even Organization
schema is generic
Slide 29
Slide 29 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
You can find
more specific
Types
Slide 30
Slide 30 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 31
Slide 31 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The search
function is
underrated
Slide 32
Slide 32 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 33
Slide 33 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Once you found
the schema type
you want to use
Slide 34
Slide 34 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Look through all
the relevant
properties that
Google would find
helpful
Slide 35
Slide 35 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Have the values of
the properties ready
to fill out (like a
shopping list)
Slide 36
Slide 36 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
But I get it, you
might be too busy
Slide 37
Slide 37 text
2. Useful B2B & B2C
schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 38
Slide 38 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
B2B B2C
Service Product
WebPage
LocalBusiness
BreadcrumbList
VideoObject
BlogPosting
WebSite
FAQPage
Person
Article
Event
Course
Collectio
nPage
Slide 39
Slide 39 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Many of these
types contain
E-E-A-T-rich
properties
Slide 40
Slide 40 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The “about”
property provides
context of the
subject matter
Slide 41
Slide 41 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The “sameAs”
property links
well with “about”
for referencing
authoritative sites
Slide 42
Slide 42 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The “keywords”
property is pretty
self-explanatory
🤑
Slide 43
Slide 43 text
3. Generate, debug &
scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 44
Slide 44 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Open
ChatGPT
Slide 45
Slide 45 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Hold your 🐎
Slide 46
Slide 46 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Think GIGO 🗑️
Slide 47
Slide 47 text
GIGO
garbage in, garbage out
Low quality
prompts generate
low quality outputs
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 48
Slide 48 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
To avoid 💩
prompts, your
use case needs
to be defined
Slide 49
Slide 49 text
Prompts relate to:
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 50
Slide 50 text
Prompts relate to:
Getting ideas for schema
types and properties
🤖
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 51
Slide 51 text
🤖
Generating schema based
on predetermined values
Prompts relate to:
Getting ideas for schema
types and properties
🤖
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 52
Slide 52 text
Scaling and fixing incorrect
code
🤖
🤖
Generating schema based
on predetermined values
Prompts relate to:
Getting ideas for schema
types and properties
🤖
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 53
Slide 53 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Example
prompt for
generating
schema
Slide 54
Slide 54 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 55
Slide 55 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
This prompt
uses
predetermined
values
Slide 56
Slide 56 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 57
Slide 57 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Errors may
occur, so check
with validator!
Slide 58
Slide 58 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 59
Slide 59 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
But how can
you scale this?
Slide 60
Slide 60 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Create a
spreadsheet
with different
tabs
Slide 61
Slide 61 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 62
Slide 62 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Export it as .xlsx
(Excel) and upload
it to ChatGPT
(Premium)
Slide 63
Slide 63 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 64
Slide 64 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 65
Slide 65 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 66
Slide 66 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
I’ll share a QR
code later with
more prompts
👀
Slide 67
Slide 67 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Now that you
have your schema
Slide 68
Slide 68 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
You need to
push it live
Slide 69
Slide 69 text
4. Implement schema
with GTM
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 70
Slide 70 text
GTM is the 🐐:
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 71
Slide 71 text
GTM is the 🐐:
Free
✅
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 72
Slide 72 text
GTM is the 🐐:
Free
✅
✅
Doesn’t require CMS access
to implement schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 73
Slide 73 text
GTM is the 🐐:
Easy to update and you
won’t break anything
Free
✅
✅
✅
Doesn’t require CMS access
to implement schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 74
Slide 74 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
However, it
isn’t efficient
for dynamic
schema
Slide 75
Slide 75 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
If you can’t get
GTM access
Slide 76
Slide 76 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
You Client/Dev
Slide 77
Slide 77 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
(RIP Cheems 2011-2023 🙏)
Slide 78
Slide 78 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Open GTM
Slide 79
Slide 79 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 80
Slide 80 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 81
Slide 81 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 82
Slide 82 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Save the
tag/trigger and
click Preview
Slide 83
Slide 83 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 84
Slide 84 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Not fired on the
homepage
Slide 85
Slide 85 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Fired on the
/blog/ page
Slide 86
Slide 86 text
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Slide 87
Slide 87 text
SCAN ME!!!
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
ChatGPT
Prompts
Slide 88
Slide 88 text
Thanks!
Itamar Blauer
StudioHawk
[email protected]
LinkedIn linkedin.com/in/itamarblauer
Twitter @ItamarBlauer
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI