You've heard all the terms - Hummingbird, Structured Data, Semantic Search, Big Data, Rich Snippets, Knowledge Graph and more. This session will examine the new foundation for SEO best practices as search moves to data-based results. Google has Hummingbird and Knowledge Graph; Bing has Snapshots. Find out how you can stay ahead and make the most out of semantic search using markup approaches such as Schema.org. We'll present a real world case study; showing how the integration of Structured Data helped NexTraq achieve page one rankings for an elusive, high demand keyword. You will walk away from this session with the following: How to implement Schema.org with Google Webmaster Tools How to communicate with your Developers to get them to hardcode your website Determine the right Structured Data to get started with for your website Proof that it works (a real world review with NexTraq)

1. @PersuasiveData
Demys/fy
&
Explore
Structured
Data
Learn
the
How
and
the
Why
Aaron
Abbo(
SEO
and
Analy/cs
Manager
bigdrum.io
@PersuasiveData
@BigDrumAgency

2. @PersuasiveData
Why
Structured
Data?
WHAT
IT
DOES
FOR
THE
WEB

3. @PersuasiveData
Web
3.0
—
The
Seman/c
Web
This
is
the
era
of
the
Internet
where
programmed
computer
applica/ons
can
understand
what
content
is,
both
contextually
&
subjec/vely;
and
what
it
does
for
the
person
searching,
accessing,
or
sharing
this
content.
The
seman/c
meaning,
the
purpose/intent
behind
a
piece
of
content
can
be
indexed
and
served.
User-­‐
Generated
Content
Social
Influence
&
Consumer
Voice
Web
2.0
Web
1.0
Computers
Understanding
&
Leveraging
Data
…
Predic/ng
Consumer
Needs
Web
2.0
Web
1.0
Connec/ng
Data
Sources
…
Business,
Schools,
Government
&
People
Sharing
Informa/on
Web
3.0

4. @PersuasiveData
The
Need
for
Hummingbird
Google
changed
their
engine’s
transmission…allowing
the
right
content
to
rank
higher!
! Rolled
out
at
the
same
/me
as
100%
(not
provided).
! Let’s
call
this
the
algorithm
update
that
focuses
on
processing
the
human
language
(synonyms).
! Leverages
the
increasing
voice-­‐based
and
image-­‐based
searches
on
mobile
devices.
! Ge]ng
out
of
the
Caffeine
sandbox
and
away
from
content
that
was
op/mized
for
single
keywords.
! Looking
for
the
content
that
contained
these
longer
search
phrases
and
solves
the
need
of
the
inferred
search
intent.
! Not
necessarily
dependent
on
Structured
Data;
but
everything
helps!

5. @PersuasiveData
Structured
Data
in
Human
Terms
Structured
data
is
the
unified
founda/on
that
gives
website
owners
and
content
developers
the
ability
to
tell
computers
(search
engines,
social
networks,
mobile
applica/ons,
and
future
technologies
not
yet
conceived)…
! What
the
content
is,
in
rela/on
to
its
physical
purpose.
A
video
is
a
video
that
can
be
watched.
! What
the
content
means
to
the
end
user.
I
need
to
watch
a
video
to
learn
something.
! The
labeling
proper/es
used
with
Structured
Data
allow
search
engines
to
essen/ally
distribute
parts
of
the
whole
to
the
end
user
—
a
mechanism
for
their
evolu/on
into
a
knowledge
based
experience
that
responds
to
your
an/cipated
needs,
determined
by
learned
behaviors.

6. @PersuasiveData
Unstructured
Data:
The
Internet’s
Dirty
Laundry
! Laundry
is
not
just
rinse
and
wash.
It’s
also
fold
and
put
away.
! Don’t
just
build
your
site
and
your
content.
Fold
it
and
put
it
away
for
the
Web.

7. @PersuasiveData
What
are
Rich
Snippets?
An
invaluable
&
free
improvement
to
your
search
results,
just
for
using
Structured
Data.

8. @PersuasiveData
Google’s
Knowledge
Graph
&
Bing’s
Satori
Giving
you
all
the
informa/on
you
need,
so
you
don’t
have
to
keep
looking…

9. @PersuasiveData
Freebase
&
Knowledge
Graph
(…like
Bing’s
Satori)
“Allows
us
to
move
from
an
informa;on
engine,
into
a
knowledge
engine…”
Johanna
Wright,
Knowledge
Graph’s
Product
Management
Director

10. @PersuasiveData
Update
Your
Freebase
En//es
It’s
simple
to
sign
up;
just
use
your
Google
Account.
This
pulls
from
all
over
the
Web,
then
you
get
to
refine
most
of
it...
Sign
in
to
freebase.com
Search
for
your
Topic,
Brand,
Song,
etc…
Edit
or
Create
Data
as
Needed

11. @PersuasiveData
Structured
Data
Connects
the
Big
Data
Dots…
101101011101010101001010101010101000001
010101010111101011000101000101010101010
1110101010111010101111000010001010001111
000011101010100101011101010110101010101
101101011101010101001010101010101000001
010101010111101011000101000101010101010
1110101010111010101111000010001010001111
000011101010100101011101010110101010101
101101011101010101001010101010101000001
010101010111101011000101000101010101010
1110101010111010101111000010001010001111
000011101010100101011101010110101010101
101101011101010101001010101010101000001
010101010111101011000101000101010101010
1110101010111010101111000010001010001111
000011101010100101011101010110101010101
v
Website
Owners
&
Digital
Marke3ng
Solu3ons
Health,
Sciences,
Research
&
Government
Future
Technologies,
Products,
Applica3ons
&
Services

12. @PersuasiveData
Structured
Data
Examples
HOW
IT
WORKS
&
WHAT
IT
LOOKS
LIKE

13. @PersuasiveData
The
Fat
Boys
Conundrum
—
Think
‘Google
now’
“Did
you
mean
BBQ
or
Music?”
“When
I
have
Structured
Data,
I
can
predict
your
an;cipated
need
and
find
you
the
solu;on!
If
you
are
siLng
at
home
and
it’s
1:30
AM
on
Friday,
I
can
assume
you
want
some
music.
If
you
are
driving
around
at
5:30
PM
and
you’re
just
three
miles
away
from
Fat
Boys
BBQ,
I
can
fetch
the
address
and
the
launch
your
naviga;on
from
a
single
voice-­‐based
search
for
Fat
Boys.”

14. @PersuasiveData
Structured
Data
for
Fat
Boys
BBQ
(Restaurants)
Restaurant
Name
Ra/ngs
Loca/on
Phone
Number
Hours
Type
of
Food
Served
Prices

15. @PersuasiveData
Structured
Data
for
The
Fat
Boys
(Music
Groups)
Music
Group
Name
of
Group
Music
Video
Name
of
Video
Video
Length
Thumbnail
Image
Music
Video
Descrip/on
Song
by
the
Group
Song
Name
The
Album
Link
to
Song
Dura/on
of
Song
Total
Plays
Link
to
Purchase
Link
to
Play
Song

16. @PersuasiveData
Structured
Data
Code
Explained
Structured
Data
is
born
from
microdata,
a
set
of
tags
introduced
with
HTML5.
The
example
above
iden;fies
the
preferred
logo
for
the
NexTraq
organiza;on.
This
will
help
ensure
that
the
right
logo
is
accessed,
indexed,
and
shared.
Itemscope
specifies
that
the
HTML
content
contained
in
this
sec/on
(<div>,
<span>,
<p>,<a>,
<meta
/>
etc.)
is
about
a
par/cular
item
and
everything
in
this
sec/on
relates
to
the
Itemtype.
Itemtype
then
specifies
the
type.
This
is
why
it
follows
the
Itemscope
immediately.
Itemprop
represents
a
label
for
a
par/cular
amribute
of
the
type
of
content.
Itemref
can
help
pull
amribu/on
from
another
HTML
sec/on
by
referencing
the
CSS
ID.
<Meta
/>
can
always
be
u/lized
to
add
addi/onal
required
Itemprop
labels.
Think
Nes/ng!
The
same
Itemprops
can
live
in
different
Itemtypes.
For
example,
the
logo
Itemprop
can
live
within
Brand
and
Organiza/on
Itemtypes.

17. @PersuasiveData
Determining
Structured
Data
Types
You
can
start
with
the
recommenda/ons
of
the
Structured
Data
Markup
Helper
and
then
move
into
the
full
list
of
data
types
at
hmp://schema.org/docs/documents.html.
IMPORTANT:
YOU
CAN
DEFINE
NEW
DATA
WITH
THE
EXTENSION
MECHANISM!
These
are
of
great
value
for
each
and
every
B2B
and
B2C
business:
Organiza/on
Informa/on
Brand
Iden/ty
Logos
Web
Page
Elements
Blog
Posts
Videos
Case
Studies
Whitepapers
Original
Reviews
sameAs

18. @PersuasiveData
And
Don’t
Forget
Your
Emails!
Adding
Structured
Data
to
your
emails
helps
your
email
client
create
an
interac/ve
email
experience,
based
on
your
immediate
needs.
Is
this
a
peak
into
Web
4.0,
a
Behavioral
Web?

19. @PersuasiveData
An
Integra/on
Workflow
HOW
TO
GET
STRUCTURED
DATA
INTEGRATED

20. @PersuasiveData
A
Structured
Data
Integra/on
Workflow
—
gets
you
started
with
—
<
Manually
Structuring
Your
Data
/>
The
Structured
Data
Markup
helper
will
help
you
master
the
art
of
marking
up
your
content.
The
Helper
is
limited
by
available
‘Types’
and
‘Labels’
—
use
it
as
a
star3ng
point!
You
can
use
the
schema.org
vocabulary
along
with
the
Microdata,
RDFa,
or
JSON-­‐LD
formats
to
add
informa/on
to
your
HTML
content.
h(p://schema.org/docs/gs.html
Start
by
choosing
the
Itemtype.
Then
add
the
URL
or
use
your
HTML.

21. @PersuasiveData
Se]ng
the
Labels
for
your
Content
Select
Content
Choose
Appropriate
Label
Informa/on
Gets
Added
Here
Click
Here
When
Done
If
you
don’t
have
all
the
informa;on
you
need
to
markup
an
Itemtype,
scroll
“My
Data
Items”
down
to
“Add
missing
tags”…

22. @PersuasiveData
Preview
Your
Code
&
Download
the
HTML

23. @PersuasiveData
Add
the
Markup
to
Your
Page
&
Test
You
can
test
with
a
URL,
on
a
staging
server
or
a
live
version.
You
may
also
paste
in
your
HTML
by
switching
to
HTML
view.

24. @PersuasiveData
Passing
the
Test…
*
Red
error
messages
will
display
when
something
is
incorrect.

25. @PersuasiveData
NexTraq’s
Need
for
Page
1
Rankings
—
“Fleet
Tracking”

26. @PersuasiveData
Leveraging
Case
Studies
on
Fleet
Tracking
Page
! Added
Fleet
Tracking
case
study
to
the
page.
! Created
jQuery-­‐based
show/hide
func/on
that
contains
on-­‐page
version
of
the
Case
Study
for
immediate
access.
! Created
an
image
thumbnail
for
the
case
study.
! Added
Structured
Data
to
each
of
these
new
page
elements.

27. @PersuasiveData
We
Leveraged
Videos
Too!
! Added
Fleet
Tracking
video
to
the
page.
! Created
the
same
accordion
func/on
to
allow
access
to
the
transcript.
! Created
an
image
thumbnail
for
the
video.
! Added
Structured
Data
to
each
of
these
new
page
elements.

28. @PersuasiveData
NexTraq
Code
Integra/on
Sample
! We
updated
the
content
and
assets
to
maximize
accessibility
and
markup.
! We
authored
the
Structured
Data
and
then
delivered
it
in
the
format
of
a
Word
Document,
with
all
added
code
highlighted
yellow.
! Developers
then
added
the
code
to
templates
that
drive
site
content,
as
well
as
manually
added
it
to
various
editable
content
areas.
! Once
the
Structured
Data
was
manually
added
to
the
pages,
we
then
tested
the
live
versions,
while
monitoring
Webmaster
Tools
for
any
error
reports.
! We
submimed
a
re-­‐index
request
via
Webmaster
Tools.

29. @PersuasiveData
Structured
Data
Results
&
Tips
WE
ADDED
IT.
HERE
ARE
THE
RESULTS.

30. @PersuasiveData
Integra/on
Timeline
&
20
“Fleet
Tracking”
Keyword
Rankings
Google
Rankings
between
July
2013
and
July
2014
July
2013
October
2013
November
2013
January
2014
Panda
4
May
2014
July
2014
Content
restructured
for
user
experience
and
to
leverage
structured
data.
Structured
Data
added
to
solu/ons
pages
and
other
content
areas.
Fleet
Tracking
Solu/ons
page
jumped
to
page
1
SERPs
with
the
Home
page.
We
survived
the
Panda
4
Update!
Results
are
in
the
Rankings

31. @PersuasiveData
Incognito
Observa/ons
! No/ceable
rankings
increases
for
all
“fleet
tracking”
terms
within
weeks
of
Structured
Data
integra/on.
! When
Panda
4
hit,
two
different
pages
began
ranking
on
page
one.
! The
solu/ons
page
moved
ahead
of
the
home
page.
This
does
change
but
has
been
premy
consistent
since
mid-­‐
May.
! The
higher
ranking
compe/tors
see
the
same
two
page
ranking
scenario,
however
we
were
first—and
none
were
using
schema.org
Structured
Data
either
at
the
/me
this
presenta/on
was
created.

32. @PersuasiveData
Structured
Data
Integra/on
Tips
The
following
are
some
pointers
that
we’ve
learned
through
our
process.
! Determine
what
content
on
your
site
can
be
marked
up
properly,
while
paying
amen/on
to
the
necessary
labels
required
for
complete
markup
in
a
data
type.
! Nest
your
content
types
within
related
HTML
sec/ons.
Think
nes/ng
dolls…
! Do
not
apply
any
CSS
styles
to
your
<span>
elements.
Reserve
<span>
tags
so
they
can
be
used
to
wrap
content
that
needs
the
Structured
Data
markup.
! If
you
need
to
use
<meta
/>
to
inject
Structured
Data,
make
sure
it
lives
in
the
right
HTML
sec/on
that
you
defined
with
Itemscope.
! Don’t
be
afraid
to
use
new
naming
conven/ons
for
new
or
unamributed
data
types.
! Choose
your
integra/on
method,
and
s/ck
with
it!
! Ater
you
add
and
test
your
structured
data,
submit
your
site
for
re-­‐indexing
via
Google
and
Bing
Webmaster
Tools.
Don’t
just
fetch,
make
sure
you
click
“Submit
to
Index”
and
have
it
re-­‐index
all
directly
linked
URLs.

33. @PersuasiveData
Thank
You!
Any
Ques/ons?
@PersuasiveData
|
bigdrum.io/structured-­‐data-­‐primer