The SEO Magic of Structured Data
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We’ve all seen Google results that feature detailed contact and location information, recipe details and reviews, browsable discographies and more when we’re looking for information. These kind of rich search results give users instant access to the most actionable and shareable content on your website, creating a great user experience before they even get to your site. What kind of dark arts are site owners using to create this kind of detailed, rich information that search engines gobble up and use to create meaningful, easy to digest search results for their audiences? The answer lies in structured data formats. Attendees will leave this talk with a basic understanding of what structured data is, the formats available, and what types of structured data benefit a site the most when it comes to SEO. We’ll also look at what tools are available to most efficiently use these principles within Drupal.
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The SEO Magic of Structured Data
- 1. Creating SEO Magic Using Structured Data Katherine White BADCamp 2017
- 2. About me • Long-time Austinite • Solutions Architect & Engineer • Started working with Drupal 10 years ago • Director of Engineering at Kanopi Studios
- 3. What we’ll cover • What is structured data • Why we use it • Structured data formats • How to use it in Drupal 8
- 4. What is Structured Data?
- 5. What is Structured Data? • Meta information that defines the content of your page • Can define a single element or a whole page • Highly repeatable, machine-oriented structure • Core element of the Semantic Web
- 6. Why we use it
- 7. Search engines love it
- 8. Search engines love it • Schema.org standard was founded by search companies (Google, Microsoft, Yahoo, Yandex) • Provides highly structured, repeatable information • Makes it easy to understand, categorize, and weight content • Schema.org != Google
- 9. When it Matters • Business identity • Articles • Courses • Events • Job Postings • Local Businesses • Music • Products • Recipes • (and it’s always changing)
- 12. Featured Placement • Enhanced search result listings • Placement in mobile and featured carousels • Knowledge Panel results • Immersive search experiences
- 13. Enhanced results Thumbnails, ratings, detailed information
- 16. Knowledge Graph/ Knowledge Panel Contact and social information
- 19. Mobile Carousels Carousels of grouped results
- 20. Immersive experiences Lead to qualified clicks and content engagement
- 23. Immersive experiences Lead to qualified clicks and content engagement
- 25. You get out of it what you put into it.
- 27. Schema.org
- 28. But first…
- 29. Vocabulary
- 30. Vocabulary • Vocabularies (schema.org) • Schemas • Item (Thing) • Type • Property
- 31. More Schema.org • Provides a wide variety of object definitions • Hierarchical schemas - property inheritance • Interlinking of objects • Can implement using any of these data formats
- 32. RDFa
- 33. RDFa • Resource Description Framework in Attributes • Adds attributes to your existing markup to define a Thing • Minimizes data redundancy • Keeps the schema definition with the data itself
- 34. RDFa Example Sample of the Article Schema implemented with RDFa
- 35. RDFa Considerations • Requires extra markup • Theme implementation complexity • Not very human-readable
- 36. Microdata
- 37. Microdata • A lot like RDFa. A whole lot. • Different attributes, different data model • Format initially used on Schema.org
- 38. Microdata Example Sample of the Article Schema implemented with Microdata
- 39. Microdata Considerations • Same structural bloat as RDFa • Still tricky to implement • Still not people-friendly
- 40. JSON-LD
- 41. JSON-LD • JavaScript Object Notation - Linked Data • Injected into the document • Does not affect page markup • Easy to read • Preferred by Google (especially with AMP) • Result in data redundancy
- 42. JSON-LD Example Sample of the Article Schema implemented with JSON-LD
- 43. Did we do this right?!?
- 44. Google has the answer
- 45. Structured Data Testing Tool http://bit.ly/2zown2u
- 46. So… what format do I use?
- 47. All of these are valid
- 48. When in doubt, go JSON-LD
- 49. Structured Data in Drupal 8
- 50. Use Metadata The most important thing you can do for findability and sharability.
- 51. Core RDF Module
- 52. Core RDF Module • Doesn’t validate with Google out of the box • Can’t really define your Type • Not much you can manipulate without writing code • Produces RDFa
- 54. Schema.org Metatag Module • Karen Stevenson, Lullabot • Extends the Metatag module • Provides Schema.org objects for a limited subset of types • Provides architecture to extend the types of Things available
- 55. Conclusion • What is structured data • Why we use it • Structured data formats • How to use it in Drupal 8
- 56. Resources • Intro to Structured Data: http://bit.ly/2znKODU • JSON-LD Playground: http://bit.ly/2ytGq8J • Structured Data testing tool: http://bit.ly/2zown2u • Schema.org Full Hierarchy: http://bit.ly/2wV616o • Schema.org Metatag Module: http://bit.ly/2hG072s
- 57. Questions & Feedback • Here and now • katherine@kanopistudios.com • @katherinemwhite