Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Jono Alderson - Structured Data for Content Marketing

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige

Hier ansehen

1 von 19 Anzeige

Jono Alderson - Structured Data for Content Marketing

Herunterladen, um offline zu lesen

These slides were presented at the Semrush webinar "Structured Data for Content Marketing". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-for-content-marketing/

These slides were presented at the Semrush webinar "Structured Data for Content Marketing". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-for-content-marketing/

Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Ähnlich wie Jono Alderson - Structured Data for Content Marketing (20)

Anzeige

Weitere von Semrush (20)

Aktuellste (20)

Anzeige

Jono Alderson - Structured Data for Content Marketing

  1. 1. @jonoalderson Structured data for content marketing
  2. 2. @jonoalderson ● Structured data is how we communicate with search engines. ● We use schema.org to describe the relationships between all of our things. ● Things are (in) content. ● Describing those entities and relationships helps to manage understanding. ● That helps us to control the narrative. ● That’s called marketing. ● Structured data is content marketing (to/for machines). ● So, what does that look like? Content marketing?
  3. 3. @jonoalderson
  4. 4. @jonoalderson
  5. 5. @jonoalderson
  6. 6. @jonoalderson
  7. 7. @jonoalderson
  8. 8. @jonoalderson
  9. 9. @jonoalderson
  10. 10. @jonoalderson
  11. 11. @jonoalderson Things which people miss(take)... ● WebPage vs Article vs Blog vs BlogPosting ● Comments and commenters ● Attaching images to nodes ● Content review(er)s ● significantLink and relatedLink ● Potential actions ● Advanced breadcrumb behaviour
  12. 12. @jonoalderson WebPage vs Article vs Blog vs BlogPosting ● The relationship between these properties is complex. ● Multi-typing can make this easier! ○ Use [“WebPage”, “Blog”] for your blog ‘index’? ○ Or use [“WebSite”, “Blog”] for to describe your whole site? ○ Use [“Article”, “BlogPosting”] for individual posts? ○ Use isPartOf to connect your blog posts back to the blog. ● Ignore Google when they say “don’t describe the web page”.
  13. 13. @jonoalderson Comments and commenters ● Comments are rich, deep, connected entities! ● Describe individual commenters. ● Consolidate references for known/existing/duplicate commenters. ● Describe comment relationships (via “parentItem”).
  14. 14. @jonoalderson Attaching images ● I have an blog post which contains images. ● Are they “in the article”? Or “on the webpage”? Or both? Or something else? ● The answer is none of these. ● Images exist independently of their context in the content. ● Describe their relationships to build strong connections! ● Use “primaryImageOfPage” alongside “image” to describe relationships.
  15. 15. @jonoalderson Content Reviewers ● How trustworthy is your content marketing?
  16. 16. @jonoalderson Related links ● What are you citing?
  17. 17. @jonoalderson Potential Actions ● What can you do with or to this thing? ● What’s the item, action, and actor? ● Can you… Achieve, assess, consume, control, create, find, interact, move, organize, play, search, seek, solve, trade, transfer, update? ● These have subtypes (like buy, watch, read)!
  18. 18. @jonoalderson Advanced Breadcrumb behaviour ● Where are you in the site? ● Think about how you describe the current page, and the site structure above/around it. ● The last page and the current page should usually be the same thing!
  19. 19. @jonoalderson

×