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1 
SEMANTIC SEARCH… 
… WANTS STRUCTURED DATA! 
Bastian Grimm, VP Organic Search, Peak Ace AG | @basgr
2 
Presentation Download: 
http://pa.ag/smxm-schema
3 
The web is evolving… 
… and so is it‘s mark-up! 
HTML 2.0 HTML 4.0 XHTML 1.0 HTML 5 
Sometime in between, 
people start...
4 
#1 You Provide 
Meaning 
Semantic mark-up is meant to describe content!
5 
#2 You Increase 
Maintainability 
Do content in HTML; use CSS & JS for layout!
6 
#3 Semantic Mark-Up 
is Quality 
Browsers don’t really care, others systems do!
7 
It‘s all about machine-readable data! 
According to Tim Berners-Lee (in 2001 already): 
“The Semantic Web 
provides a c...
8 
Because: „Regular“ HTML has limits! 
Took Google long enough to figure that one out…!
9 
06/2011: Introducing schema.org 
Announced by Google, Bing & Yahoo! Now: Yandex as well.
10 
04/2010: Global Roll-out of Rich Snippets 
Loooong testing period BEVOR rolling out schema.org
11 
Why should I care about those? 
What’s all the fuss, why not let Google handle it?
12 
CTR is influenced by more than position! 
 Site-Links for a regular result 
 Universal Results from Google News 
 V...
13 
SERP CTR studies are mostly over… 
Rich Snippets, Personalization, Geo-Targeting & more! 
http://moz.com/blog/google-o...
14 
SERP CTR… 
…almost only depends on how GREAT your 
snippet is & if you can make it stand out!
15 
Microdata on the rise? 
Well… yes and no: Total amount of sites using is it still small! 
http://trends.builtwith.com/...
16 
Compared to sites using HTML5: 
Schema-growth / adoption rate is significantly smaller! 
http://trends.builtwith.com/d...
17 
Very few make use of schema.org! 
Taken from Searchmetrics “HTML Microdata and RDF” Study 
In the US, as few as 0.3% o...
18 
Most Popular Markups: Movies & Offers 
Taken from Searchmetrics “HTML Microdata and RDF” Study
19 
Looks like lot‘s of opportunities…!
20 
Does it help you with rankings? 
In Short: It does not… but maybe a bit!? 
“Google doesn’t use 
markup for ranking 
pu...
Introducing the Google Knowledge Graph 
Surprise: We want “connect” and “understand” entities…! 
21
22 
Back to my previous example: 
Wikipedia + schema.org based Items to trigger KG-boxes
This is straight forward: “Cast” as a trigger 
BTW: Did you know people don’t look at the carrousel? 
23 
Mediative’s 2014...
24 
Simple questions being answered… 
Schema.org: Thing > Place > AdministrativeArea > Country
25 
Indirect triggers working to some extend: 
City “Rome” connected to “Italy” w/ property “capital=true”…
26 
Google is moving forward… 
Mainly to pick up on those “non-obvious” connections: 
“It’s why we’ve been working on an 
...
27 
This is where it get’s really interesting: 
Google starting to answer “real world” questions…
28 
This is where it get’s really interesting: 
And not only based on Wikipedia… other sources as well!
29 
Organic Search Results, anyone?
30 
Schema.org-based Vertical Search! 
https://www.google.it/#q=paint.net&hl=en&tbm=app
31 
Implementing Schema.org is easy! 
It’s just kind of “extended” HTML code to connect things 
Rating  has value  9.4 
...
32 
Schema.org has all the code! 
Changes almost daily, monitor it? - changedetection.com
33 
Structured Data Testing Tool 
Use HTML-Tab for developer testing (c/p from staging) 
http://www.google.de/webmasters/t...
34 
Structured Data in Webmaster Tools 
Gives you an idea which data Google sees on your domain
35 
Google Data Highlighter in GWT 
Caution: This is only visible to Google, not to others!
36 
SCHEMA CREATION TOOLS 
TO SPEED UP YOUR IMPLEMENTATION PROCESS
37 
The microDATAgenerator 
www.microdatagenerator.com
38 
Raven Schema Creator 
www.schema-creator.org
39 
Schema Creator for WordPress 
wordpress.org/plugins/schema-creator
40 
All In One Schema.org for WordPress 
wordpress.org/plugins/all-in-one-schemaorg-rich-snippets/
41 
If you’re on an CMS such as Drupal… 
drupal.org/project/schemaorg
THERE IS A LOT OF CHANGES… 
42 
TRY TO STAY ON TRACK!
43 
Introducing Schema.org Actions 
…it’s no just about static entities, it’s about Actions on those! 
Announcing Schema.o...
44 
Be innovative, play around… 
But most importantly: Keep it real! 
Report Rich Snippet Spam: http://pa.ag/1oad1Gu
45 
Your turn! Questions? 
 bg@peakace.de 
 twitter.com/peakaceag 
 facebook.com/peakaceag 
 www.peakace.de 
http://pa...
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Structured Data & Schema.org - SMX Milan 2014

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My presentation from SMX Milan 2014 covering the history of structured data, usage statistics, schema.org implementation guidelines as well as tools.

Veröffentlicht in: Internet
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Structured Data & Schema.org - SMX Milan 2014

  1. 1. 1 SEMANTIC SEARCH… … WANTS STRUCTURED DATA! Bastian Grimm, VP Organic Search, Peak Ace AG | @basgr
  2. 2. 2 Presentation Download: http://pa.ag/smxm-schema
  3. 3. 3 The web is evolving… … and so is it‘s mark-up! HTML 2.0 HTML 4.0 XHTML 1.0 HTML 5 Sometime in between, people started caring about writing under-standable code…
  4. 4. 4 #1 You Provide Meaning Semantic mark-up is meant to describe content!
  5. 5. 5 #2 You Increase Maintainability Do content in HTML; use CSS & JS for layout!
  6. 6. 6 #3 Semantic Mark-Up is Quality Browsers don’t really care, others systems do!
  7. 7. 7 It‘s all about machine-readable data! According to Tim Berners-Lee (in 2001 already): “The Semantic Web provides a common framework that allows data to be shared and reused across application, enterprise, and community boundaries” http://www.w3.org/2013/data/
  8. 8. 8 Because: „Regular“ HTML has limits! Took Google long enough to figure that one out…!
  9. 9. 9 06/2011: Introducing schema.org Announced by Google, Bing & Yahoo! Now: Yandex as well.
  10. 10. 10 04/2010: Global Roll-out of Rich Snippets Loooong testing period BEVOR rolling out schema.org
  11. 11. 11 Why should I care about those? What’s all the fuss, why not let Google handle it?
  12. 12. 12 CTR is influenced by more than position!  Site-Links for a regular result  Universal Results from Google News  Video Snippet (image-only)  Image Search Results  Movie / TV Mark-Up  Ratings  Publication Date  Breadcrumbs  etc.
  13. 13. 13 SERP CTR studies are mostly over… Rich Snippets, Personalization, Geo-Targeting & more! http://moz.com/blog/google-organic-click-through-rates-in-2014
  14. 14. 14 SERP CTR… …almost only depends on how GREAT your snippet is & if you can make it stand out!
  15. 15. 15 Microdata on the rise? Well… yes and no: Total amount of sites using is it still small! http://trends.builtwith.com/docinfo/Microdata
  16. 16. 16 Compared to sites using HTML5: Schema-growth / adoption rate is significantly smaller! http://trends.builtwith.com/docinfo/HTML5-DocType
  17. 17. 17 Very few make use of schema.org! Taken from Searchmetrics “HTML Microdata and RDF” Study In the US, as few as 0.3% of all domains are using schema.org in their mark-up But: Only 34% of all key-words do not return any schema.org (-like) snippet Remember: Amazon.com & Wikipedia don‘t use schema! http://www.searchmetrics.com/en/knowledge-base/schema/
  18. 18. 18 Most Popular Markups: Movies & Offers Taken from Searchmetrics “HTML Microdata and RDF” Study
  19. 19. 19 Looks like lot‘s of opportunities…!
  20. 20. 20 Does it help you with rankings? In Short: It does not… but maybe a bit!? “Google doesn’t use markup for ranking purposes at this time - but rich snippets can make your web pages appear more prominently in search results, so you may see an increase in traffic.” http://pa.ag/1tuhYZO
  21. 21. Introducing the Google Knowledge Graph Surprise: We want “connect” and “understand” entities…! 21
  22. 22. 22 Back to my previous example: Wikipedia + schema.org based Items to trigger KG-boxes
  23. 23. This is straight forward: “Cast” as a trigger BTW: Did you know people don’t look at the carrousel? 23 Mediative’s 2014 Study: http://pages.mediative.com/SERP-research
  24. 24. 24 Simple questions being answered… Schema.org: Thing > Place > AdministrativeArea > Country
  25. 25. 25 Indirect triggers working to some extend: City “Rome” connected to “Italy” w/ property “capital=true”…
  26. 26. 26 Google is moving forward… Mainly to pick up on those “non-obvious” connections: “It’s why we’ve been working on an intelligent model that understands real-world entities and their relationships to one another: things, not strings.”
  27. 27. 27 This is where it get’s really interesting: Google starting to answer “real world” questions…
  28. 28. 28 This is where it get’s really interesting: And not only based on Wikipedia… other sources as well!
  29. 29. 29 Organic Search Results, anyone?
  30. 30. 30 Schema.org-based Vertical Search! https://www.google.it/#q=paint.net&hl=en&tbm=app
  31. 31. 31 Implementing Schema.org is easy! It’s just kind of “extended” HTML code to connect things Rating  has value  9.4 Rating  has ratings  325 <form itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"> <div class="score" style="background-color:#69cb02" itemprop="ratingValue">9.4</div> <span style="display:none;">out of <span itemprop="bestRating">10</span> <strong>User Rating</strong> <div class="votes"><span itemprop="ratingCount">325</span> votes</div> </form>
  32. 32. 32 Schema.org has all the code! Changes almost daily, monitor it? - changedetection.com
  33. 33. 33 Structured Data Testing Tool Use HTML-Tab for developer testing (c/p from staging) http://www.google.de/webmasters/tools/richsnippets
  34. 34. 34 Structured Data in Webmaster Tools Gives you an idea which data Google sees on your domain
  35. 35. 35 Google Data Highlighter in GWT Caution: This is only visible to Google, not to others!
  36. 36. 36 SCHEMA CREATION TOOLS TO SPEED UP YOUR IMPLEMENTATION PROCESS
  37. 37. 37 The microDATAgenerator www.microdatagenerator.com
  38. 38. 38 Raven Schema Creator www.schema-creator.org
  39. 39. 39 Schema Creator for WordPress wordpress.org/plugins/schema-creator
  40. 40. 40 All In One Schema.org for WordPress wordpress.org/plugins/all-in-one-schemaorg-rich-snippets/
  41. 41. 41 If you’re on an CMS such as Drupal… drupal.org/project/schemaorg
  42. 42. THERE IS A LOT OF CHANGES… 42 TRY TO STAY ON TRACK!
  43. 43. 43 Introducing Schema.org Actions …it’s no just about static entities, it’s about Actions on those! Announcing Schema.org Actions: http://pa.ag/1wrLH8c
  44. 44. 44 Be innovative, play around… But most importantly: Keep it real! Report Rich Snippet Spam: http://pa.ag/1oad1Gu
  45. 45. 45 Your turn! Questions?  bg@peakace.de  twitter.com/peakaceag  facebook.com/peakaceag  www.peakace.de http://pa.ag/smxm-schema

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