Using schema.org to improve SEO presented at DrupalCamp Asheville in August 2014. http://drupalasheville.com/drupal-camp-asheville-2014/sessions/using-schemaorg-improve-seo

1. Stéphane Corlosquet,
DrupalCamp Asheville, NC
August 2014
Using schema.org to improve SEO
Stéphane Corlosquet,
DrupalCamp Asheville, NC
August 2014

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About the speakers
● Stéphane “scor” Corlosquet
– 8 years with Drupal
– Software engineer @ Acquia
– Drupal RDF core maintainer
– Drupal Security Team member
– Contrib modules: RDF Extensions,
SPARQL, schema.org, WebID
– Member of the RDFa WG at W3C

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SEO ?

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Search Engine Optimization

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Search Engine Optimization

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Search Experience Optimization

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Knowledge Graph
● Google's internal knowledge base
● Helps user find information quickly + easily
● Knows about people, places, cities, celebrities,
movies, work or art...
● “Things, not strings” - no keyword matching
● Hummingbird algorithm update (largest update
since 2001)

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Knowledge Graph
● 570 million real-world objects
● 18 billion facts and relationships
● Built from content gathered from the Web
● Freebase
– Acquired by Google in 2010
– 39 Million topics
– 1,9 Billion facts and relationships
● Wikipedia
● More? → Video and video

11. Knowledge Graph
● Live Entity disambiguation

12. Knowledge Graph
● Direct answers

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Knowledge Graph
● List and collections

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Knowledge Graph
● Entity summary

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Knowledge Graph
● Rich Snippets

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Other search engines similar efforts
● Yahoo!

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Other search engines similar efforts
● Bing - Satori

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What about Drupal?
● Drupal sites hold a lot of the data on the Web
– > 2 Million sites
– 2% of the web
– Variety of content: news, gov, corporate, media,
commerce
● Drupal's data is structured inside
– Entities: Node, User, Comment, Taxonomy term
– Properties: fields (text, entity reference...)

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Challenge
How can you make Drupal data
easily understandable by search
engines?

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The problem

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Schema.org standard
● General web schema for everyone to use
● 400+ types (book, recipe, event, person...)
● Sponsored and supported by major search
engines: Google, Yahoo!, Bing, Yandex
● Multiple formats: RDFa, Microdata, JSON-LD

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Schema.org

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How does schema.org apply to Drupal?

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Schema.org module for Drupal
● Map your content types and fields to the
schema.org terms
http://drupal.org/project/schemaorg

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Schema.org module for Drupal
● Map your content types and fields to the
schema.org terms
http://drupal.org/project/schemaorg

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Schema.org module for Drupal
● Map your content types and fields to the
schema.org terms
http://drupal.org/project/schemaorg

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29. Node

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Schema.org mappings in HTML

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Preview Rich Snippet
● http://www.google.com/webmasters/tools/richsnippets

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Examples
● Recipe preview
● Event preview
● Person preview

33. New features in Drupal 8
New fields
Content become schema.org entities

34. Use cases

35. Musical Artists: Specify your events
to Google

36. Create semantic content

37. Create semantic content

38. Publish semantic content

39. Branded

40. Discoverable

41. Contextual

42. Multichannel delivery

45. Commerce: comparison

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Thanks!
Reach out:
● scor@acquia.com
● @scorlosquet