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Structured Data in WordPress

Structured Data in WordPress

Koen Van den Wijngaert

October 30, 2019
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  1. Structured Data in WordPress
    By Koen Van den Wijngaert

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  2. We need a way to comb through and
    make sense of an enormous amount
    of data.

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  3. I have a dream for the Web become capable of analyzing
    all the data on the Web – the content, links, and
    transactions between people and computers.
    A "Semantic Web", which makes this possible, has yet to
    emerge, but when it does, the day-to-day mechanisms of
    trade, bureaucracy and our daily lives will be handled by
    machines talking to machines.
    Tim Berners-Lee, 1999

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  4. Semantic Web
    “The ultimate goal of Semantic Web is to make the
    machine to understand the Internet data.”
    ✓ Technology to describe concepts, relationships
    between things, and categories of things
    ✓ Focus on linking and relations: Giant Global Graph

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  5. WIKIDATA
    ✓ Open data set van Wikimedia Foundation
    ✓ 65,351,490 data items that anyone can edit
    ✓ Used in 58.4% of all English Wikipedia articles
    ✓ Advanced query service

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  6. Overall causes of death

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  7. Most popular fictional surnames

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  8. Number of battles per year, per country
    Syria (8)
    Iraq (5)
    Ukraine (1)

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  9. Musicians born in Antwerp, ordered by sitelinks
    Laura Tesoro Belgian actor and singer 28
    André Cluytens French conductor 15
    Ann Christy Belgian singer 13
    Karel Goeyvaerts Belgian composer 13
    Dirk Verbeuren Belgian drummer 12
    Jacobus Barbireau musician 11
    Carl Verbraeken Belgian composer 10
    Tom Barman Belgian musician and film director 10
    Albert Grisar Belgian composer 10
    Jos Van Immerseel Flemish harpsichordist, pianist and conductor 9

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  10. Structured Data
    Making sense of copious amounts of data

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  11. Structured Data
    ✓ A common way of categorizing data
    ✓ Standard way of structuring this data
    in a machine readable format
    What do we need?

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  12. Structured Data
    ✓ Schemas are types of structured data
    eg: Person, Place, Event, ...
    ✓ Sets of schemas are called vocabularies
    ✓ Most used vocabularies are: Dublin Core, FOAF and
    Schema.org
    A common way of categorizing data

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  13. Schema.org Type Hierarchy
    Thing
    CreativeWork
    Article Book
    Event Person Organization
    Place
    Festival SocialEvent ..
    .
    WebSite Patient
    Residence Accommodation ..
    .
    Corporation LocalBusiness NGO

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  14. Structured Data
    ✓ RDFa 1.1 Lite
    ✓ Microdata
    ✓ JSON-LD
    Structuring data in a machine readable format

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  15. Example
    ✓ Name
    ✓ Genre
    ✓ Director
    ✓ Trailer
    http://schema.org/Movie

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  16. RDFa 1.1 Lite

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  17. Choosing a format.

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  18. We currently prefer JSON-LD markup. I think
    most of the new structured data that are kind of
    come out for JSON-LD first.
    So that’s what we prefer.
    John Mueller, Webmaster Trends Analyst at Google

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  19. Advanced Uses of Structured Data

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  20. Advanced Usages
    ✓ Email Marketing
    ✓ Accelerated Mobile
    Pages (AMP)
    ✓ Screenreaders
    eg: Speakable
    ✓ Google Ads
    ✓ Knowledge Graph
    ✓ Digital Assistants
    eg: Using Actions, Speakable
    ✓ API-Platform

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  21. Email Marketing: actions

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  22. Email Marketing: Highlights

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  23. Accelerated Mobile Pages
    Fast, optimized versions of your website pages served
    directly from the search engine’s cache.
    AMP also heavily relies on structured data.

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  24. Knowledge Graph

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  25. Knowledge Graph

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  26. Implementing Structured Data

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  27. Implementing
    Structured Data
    In a WordPress website
    ✓ General guidelines
    ✓ Commonly used types
    ✓ Using GTM
    ✓ Coding it yourself
    ✓ PHP libraries
    ✓ WordPress Plugins

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  28. Implementing Structured Data
    ✓ Add markup to the page it describes
    ✓ Be as specific as possible when choosing a type
    ✓ Only markup for content that is shown on the page
    ✓ Don’t block these pages from search indexing
    Some general guidelines from Google:
    developers.google.com/search/docs/guides/intro-structured-data#structured-data-guidelines

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  29. Common types for SEO
    ✓ Organization
    For Google’s knowledge graph
    ✓ Search box
    Provides support for a search box in your site links
    ✓ Breadcrumbs
    ✓ videoObject
    These types will make the biggest difference.

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  30. Common types for SEO
    E-Commerce
    ✓ Product
    ✓ Offer
    ✓ Review
    Blog
    ✓ Article
    NewsArticle & BlogPosting
    ✓ ClaimReview
    ✓ CriticReview

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  31. Common types for SEO
    Other types
    ✓ Recipe
    ✓ HowTo
    ✓ Event
    ✓ Courses
    ✓ Job Postings

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  32. Implementing Structured Data
    A few options.

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  33. Google Tag Manager
    It is often recommended on the web to add structured
    data with Google Tag Manager.
    Although it is possible, it’s strongly discouraged to do so.
    Structured data should be added directly in the source code, not loaded in using JavaScript.

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  34. Coding it yourself

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  35. ✓ torann/json-ld
    ✓ spatie/schema-org
    Install them using Composer or by downloading the source directly.
    Coding it yourself
    Using PHP libraries

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  36. spatie/schema-org

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  37. spatie/schema-org

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  38. ✓ Schema Pro
    ✓ Schema
    ✓ Yoast SEO
    ✓ WordLift
    * Non exhaustive list.
    WordPress Plugins
    Plugins providing schema.org markup integration

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  39. Schema + (Schema Premium)

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  40. Yoast SEO
    ✓ Takes care of data like Organisation and BlogPost
    ✓ Structured Data Blocks
    ✓ Entity Graphs
    ✓ Extensible using premium plugins (eg: local SEO)

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  41. Yoast SEO: Structured Blocks

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  42. Yoast SEO: Structured Blocks
    Example: FAQ Block

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  43. Yoast SEO: Structured Blocks
    Example: FAQ Block

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  44. Yoast SEO: Structured Blocks
    Example: FAQ Block

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  45. Yoast SEO: Entity Graph
    An entity graph is a representation of a topic, which
    describes the entities — people, places and things, for
    instance — and defines their relationships via
    properties.
    Or in this case, how your site is connected to your pages,
    organization, authors et cetera.

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  46. Yoast SEO: Entity Graph
    Very easy to hook into using hooks and filters.

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  47. WordLift
    Uses AI to automatically analyse and classify your
    content for you, while you type.
    WordLift helps you organize posts and pages adding
    facts, links and media to build beautifully structured
    websites, for both humans and search engines.

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  48. Tools
    ✓ Schema markup generator
    ✓ Google Structured Data Testing Tool
    ✓ Steal our ld+json
    ✓ JSON-LD Schema Generator by Merkle

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  49. Thanks for listening!
    @vdwijngaert
    Koen Van den Wijngaert
    SiteOptimo.com

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