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Martha van Berkel - Content Marketing + Structured Data

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Martha van Berkel - Content Marketing + Structured Data

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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/

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Martha van Berkel - Content Marketing + Structured Data

  1. 1. Content Marketing + Structured Data Martha van Berkel CEO, Schema App
  2. 2. MIT Queen’s University Strategy & Innovation Mathematics & Engineering a l u m n i O f alumniOf alumniOf provider provider founder nationality owns m e n t i o n s directed
  3. 3. Schema Markup = Structured Data
  4. 4. Schema Markup is an SEO strategy to help your content to be understood explicitly by search engines and stand out in search.
  5. 5. 52% of Google Search Central documentation updates are on schema markup 57 updates to documentation are directly related to structured data (out of 109 total updates) March 2020 - March 2021 Google is Investing More in Schema Markup
  6. 6. 16 version releases from 2012 to 2019 12 version releases from 2020 to today Schema.org
  7. 7. Schema Markup is Code that Google Understands
  8. 8. 1. Rich Result Opportunities 2. Schema.org + Properties 3. Connected Schema Markup 4. Wikidata + Wikipedia 5. Strong Connectors The List
  9. 9. #1 Rich Result Opportunities
  10. 10. 32+ Ways to Stand Out in Search
  11. 11. Opportunities Expanding: New Rich Results
  12. 12. How-to
  13. 13. FAQ
  14. 14. Product
  15. 15. https://developers.google.com/search/docs/data-types/article
  16. 16. #2 Schema.org
  17. 17. Schema.org is a vocabulary and structure created by Google, Yahoo, Bing and Yandex back in 2011. There are over 800 different definitions, each with 20+ properties to define them. Schema Markup (aka Structured Data) is the act of applying Schema.org vocabulary in the form of code to your digital content. The Vocabulary: https://schema.org
  18. 18. Schema.org
  19. 19. Use more than required and recommended. Don’t use all properties. Use properties to inform content.
  20. 20. #3 Connected Schema Markup
  21. 21. a b o u t offer about w o r k s F o r s o u r c e O r g a n i z a t i o n Contact page People Organization US Office European Office Job Posting FAQ Product Review Video Object Rating Offer (price) How To FAQ Image Object s u b O r g a n i z a t i o n hiringO rganization manufacturer a b o u t s u b je c t O f category subjectOf a b o u t sub Organization Connect Your Schema Markup to Tell a Story
  22. 22. https://www.schemaapp.com/schema-paths/
  23. 23. July 8 2020, Update to documentation to connect markup. Connect Markup with @IDs https://developers.google.com/search/docs/guides/sd-policies
  24. 24. #5 Wikidata + Wikipedia
  25. 25. Use Wikidata definition to define concepts
  26. 26. sameAs = https://en.wikipedia.org/wiki/Wembley_Stadium
  27. 27. sameAs = https://en.wikipedia.org/wiki/World_Health_Organization
  28. 28. mentions = https://www.wikidata.org/wiki/Q552581
  29. 29. #6 Strong Connectors
  30. 30. about mentions subjectOf hasPart Use Strong Connections
  31. 31. Article about https://en.wikipedia.org/wiki/Friends mentions https://en.wikipedia.org/wiki/Justin_Bieber
  32. 32. Article about https://en.wikipedia.org/wiki/Friends mentions https://en.wikipedia.org/wiki/Justin_Bieber subjectOf FAQ
  33. 33. Schema App is Trusted by SEOs Worldwide
  34. 34. Contact Martha van Berkel CEO, Schema App martha@schemaapp.com Twitter: @marthavanberkel

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