Pubcon Presentation from October 2015 - Schema Markup - what's coming down the line, what's new & exciting, and how to get involved

1. Schema in 2016
Taking Advantage of An Expanding Frontier
@CarrieHill

2. Schema is a Vocabulary
Schema is one of multiple
markup languages
@CarrieHill

3. Schema is not a bandaid
Schema is not a game
@CarrieHill

4. Schema vs. Rdfa vs. Json
vs. Good Relations vs.
Microformat
@CarrieHill

5. Semantic
Markup
Adoption Rates
5 years ago - about 3% of
websites were using any
form of sematic markup.
In Winter of 2013 -
Webdatacommons
released data that
supported a 25%
adoption rate
2011
2015
http://webdatacommons.org/structureddata/2013-11/stats/stats.html
@CarrieHill

6. Approx 50% of the Available
markup types or objects are
actually being observed as
implemented June 2015, Musel, Bizer and Paulheim - University of Mannheim
@CarrieHill

7. What Schema Does for You
Better Indexing &
Comprehension
from Google &
Bing
Richer, more
Visible Search
presence
Benefits beyond
Search Engines
Competitive
Advantage
@CarrieHill

8. Better Indexing & Comprehension
If Google can understand it - they are more likely to show it.
@CarrieHill

9. Richer More Visible Search Presence
Knowledge Graph, Answer Box, Sitelinks, Reviews, Product Markup - Enhanced
listings in the search engines are more visible.
@CarrieHill

10. Benefits Beyond Search Engines
Sites outside of Search Engines use Schema - Pinterest is a big one.
They use Schema and OpenGraph to Display Additional Information
@CarrieHill

11. Competitors either a) don’t have the skill or foresight to implement it; or b) are too
cocky to think they need it
Competitive Advantage
@CarrieHill

12. Search Engines are
becoming Answer Engines -
but Schema is not
necessarily feeding the
Answer Box
@CarrieHill

13. How it works
Identify Opportunities
Match Content with
Available Item Types &
Objects within Schema
Markup Data
Use a markup tool, or a
text editor to wrap that
content in markup
Validate
Always Validate. Copy
in your code,
implement, then copy
in your url to check it
again.
@CarrieHill

14. Examples
Where Can You
Benefit?

15. Local Business NAP Data
Name
Address
Phone
URL
@CarrieHill

16. Get Specific
Pick a more specific Type from Schema.org if
appropriate - these types can afford some
additional markup within that category.
Restaurants > Takes Reservations? Cuisine
Type? Price Scale?
@CarrieHill

17. Get Specific
Extend it
Open Hours
Toll Free #
Fax #
Email Address
Logo
Ratings
Reviews
Menus
Products
Services
@CarrieHill

18. Google Now
From Apps From Website From Email
@CarrieHill

19. Google Now - Develop Your Own Markup
@CarrieHill

20. Extend Schema with additionalType &
ProductOntology.org
You can combine a Schema.org/additionalType with additional “types” from
ProductOntology.org.
If there’s a wikipedia page - you can create an additionalType in Schema.org
@CarrieHill

21. Extend Schema with additionalType &
ProductOntology.org
@CarrieHill

22. New in Schema 2.1 - 2015.08.16
Added new types LiveBlogPosting, SocialMediaPosting, and DiscussionForumPosting,
alongside supporting properties.
Broadened domain of parentOrganization to allow any Organization, rather than
onlyLocalBusiness. Noted parentOrganization and subOrganization as inverses.
Coming in Schema 2.x
Adding GeoRadius, GeoCircle and GeoMidpoint
Deprecating “ProfessionalService” and listing all as just “Service”
http://sdo-phobos.appspot.com/docs/releases.html#sdo-phobos
@CarrieHill

23. Get Involved
Subscribe to the W3C Schema Mailing list
https://lists.w3.org/Archives/Public/public-html-data-tf/
Stay up to date with Changes and Discussions, or ask questions and make
suggestions
http://sdo-phobos.appspot.com/docs/releases.html#sdo-phobos
@CarrieHill

24. Thanks
Questions? Comments?
I’d love to connect – find me on:
Facebook.com/carrie.hill1
Twitter.com/CarrieHill
Carrie@ignitordigital.com
@CarrieHill