This document provides an overview of structured data including: - Types of structured data like rich snippets, content, and authorship - Benefits of structured data for search engines and users - Examples of implementing structured data from websites like eBay, IMDB, and TicketMaster using schemas like Product, TVSeries, and Event - Tools for creating and testing structured data - Real-world applications of structured data and data highlighters

1. Đặng Đức Sơn
Email:
sondd@lapoo.vn
Facebook:
http://facebook.com/
ducson09

2. NHỮNG NỘI DUNG CHÍNH
Structured Data
Authorship và Author Rank
Schema.org
Data highlighter

3. Structured Data
Dữ liệu có cấu trúc ( Structured Data ) là dữ
liệu định dạng kết cấu cho một nội dung, đóng vai
trò quan trọng trong việc giúp các công cụ tìm
kiếm tìm ra mối liên hệ để sắp xếp chúng trên các
kết quả hiển thị. Bao gồm: Nội dung và Rich
Snippets.

4. Tác dụng Structured Data
•
•
Cho phép SE hiểu một cách cụ thể một nội
dung.
Cho phép người sử dụng nhận thấy giá trị
của một trang web “trước khi họ click và ghé
thăm trang - thông qua rich snippet trên
SERP

5. Phân biệt Structured data
Dữ liệu có cấu trúc nó bao
gồm cả Rich Snippets
schema, Content và Author
ship.

6. Authorship
Google Authorship là một tiêu chí mới giúp bảo vệ nội
dung tự sáng tạo của người dùng thông qua tài khoản
trên Google+

7. Author Rank
Một thước
đo đánh
giá về sự
uy tín của
tác giả

8. Schema.org ?
Structured data + Extended Vocabulary
Microdata
Microformats
RDFa
Schema.org
<div itemscope itemtype=“http://schema.org/Product”>
More on Schema: http://www.seomoz.org/blog/schema-examples

9. Các loại Schema.org
Article
Blog
Book
ItemList
Map
MediaObject
Movie
MusicPlaylist
MusicRecording
Painting
Photograph
Recipe
Review
Sculpture
TVEpisode
TVSeason
TVSeries
WebPage
WebPageElement
Event
Creative works
Place
Schema.org
Intangible
Product
Organisation
Person
Educational org
Government org
Local Business
http://schema.org/docs/full.html
City, Country, Stat
e
Civic Structure
Landform
Landmarks
Local Business
Residence
Job posting
Language
Offer
Quantity
Geo
Coordinates

10. Ebay
AggregateRating
Product > Offers
<div itemscope itemtype="http://schema.org/Product">
<img src="http://i.ebayimg.com/t/Logitech-Revue-Google-TV/23/!!d-4vB!!mM~$(KGrHqZ,!mEEy+jCzGFUBM87bKTK1g~~_35.JPG"
alt="Logitech Revue With Google TV" itemprop="image">
<div class="pnr-txt" itemprop="description">The Logitech Revue is a media streamer with Google TV, which serves
as a complete entertainment system. With its Ethernet Interface, this Logitech Smart TV allows you to downl</div>
<a itemprop="aggregateRating" itemtype="http://schema.org/AggregateRating" href="#pbe-rvws">
<span itemprop="ratingValue" content="4"></span>
<span itemprop="ratingCount" content="80"></span>User reviews <span itemprop="reviewCount">80</span>
<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer">
New<span itemprop="price">$149.98</span>
<span itemprop="priceCurrency" content="USD"></span></div>
<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer">New: other
<span itemprop="price">$79.99</span><span itemprop="priceCurrency" content="USD"></span></div>
A working example of Product vocabulary on Ebay.com

11. IMdb
AggregateRating
TVSeries > actors
<div id="content-2-wide" class="redesign" itemscope itemtype="http://schema.org/TVSeries">
<img src="http://ia.media-imdb.com/images/M/MV5BMTkxNTI1NTI3NF5BMl5BanBnXkFtZTcwMjA2MDU1MQ@@._V1._SY317_.jpg"
alt="Heroes Poster" title="Heroes Poster" itemprop="image" />
<h1 class="header" itemprop="name">
Heroes
<span>(II)</span>
<span class="tv-series-smaller">(TV Series 2006&ndash;2010)</span>
</h1>
<div class="star-box giga-star" itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">7.1</span>/<span itemprop="bestRating">10</span>
<span itemprop="ratingCount">34,156</span>
<p itemprop="description">
They thought they were like everyone else... until they woke with incredible abilities.
</p>
<a href="/name/nm0171059/" itemprop="actors">Jack Coleman</a>, <a href="/name/nm0659363/"
and <a href="/name/nm0893257/" itemprop="actors">Milo Ventimiglia</a>
A working example of TVSeries vocabulary on IMdb
itemprop="actors">Hayden Panettiere</a>

12. Rotten Tomatoes
Movie > director
<body id="" itemscope itemtype="http://www.schema.org/Movie" >
<img src="http://content8.flixster.com/movie/10/93/37/10933762_det.jpg" alt="Inception" title="Inception"
itemprop="image" />
<h1 class="movie_title"><span itemprop="name">Inception (2010)</span></h1>
<meta itemprop="awards" content="Certified Fresh" />
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">86</span>
<meta itemprop="bestRating" content="100" />
<meta itemprop="worstRating" content="0" />
Reviews Counted: <span itemprop="reviewCount">281</span><br />
<span itemprop="contentRating">PG-13</span>
<a
<a
<a
<a
href="/movie/browser.php?movietype=1&genre=9"><span itemprop="genre">Drama</span></a>,
href="/movie/browser.php?movietype=1&genre=1"><span itemprop="genre">Action & Adventure</span></a>,
href="/movie/browser.php?movietype=1&genre=13"><span itemprop="genre">Mystery & Suspense</span></a>,
href="/movie/browser.php?movietype=1&genre=14"><span itemprop="genre">Science Fiction & Fantasy</span></a>
<p itemprop="director" itemscope itemtype="http://schema.org/Person">
<a href="/celebrity/christopher_nolan/" itemprop="url"><span itemprop="name">Christopher Nolan</span></a></p>
A working example of Movie vocabulary on Rotten Tomatoes

13. MySpace
MusicGroup
MusicRecording
<div id="ProfileMusicPlayer" itemscope itemtype="http://schema.org/MusicGroup">
<li data-songId="75405428" itemprop="tracks" itemscope itemtype="http://schema.org/MusicRecording">
<span itemprop="name">Pyro</span>
<meta itemprop="duration" content="PT4M10S" />
<meta itemprop="url" content="http://www.myspace.com/music/player?song=..." />
<meta itemprop="inAlbum" content="Come Around Sundown" />
<meta itemprop="interactionCount" content="UserPlays:152270" />
A working example of Music Group vocabulary on MySpace

14. TicketMaster
Event
<div itemscope itemtype="http://schema.org/MusicGroup">
<h1 itemprop="name">Red Hot Chili Peppers Tickets</h1>
<h2 class="txt16" itemprop="description">Red Hot Chili Peppers Tickets and Concert Dates</h2>
<tr itemprop="events" itemscope="itemscope" itemtype="http://schema.org/Event">
<time datetime="2012-03-29T19:30:00-04:00" itemprop="startDate"></time>
<span itemprop="location">
<a class="event" href="http://www.ticketmaster.com/Tampa-Bay-Times-Forum-tickets-Tampa/venue/106710">Tampa Bay Times Forum </a>
</span>
<span itemprop="name description">Red Hot Chili Peppers</span>
<a itemprop="url" href="http://www.ticketmaster.com/event/0D004777AD0E7D5A?artistid=848229&majorcatid=10001&minorcatid=60">
Find Tickets</a>
A working example of Event vocabulary on TicketMaster

15. Recipes
Recipe > calories
Recipe > ingredient
<div itemscope itemtype="http://data-vocabulary.org/Recipe”><h1 itemprop="name">Soft Chicken Tacos</h1>
<img itemprop="photo" src="http://img4.myrecipes.com/i/recipes/ck/06/09/chicken-tacos-ck-1227897-l.jpg" />
<p itemprop="summary"><p>Forty percent of WOW's cafeteria sales...</p>
<span itemprop="yield">4 servings (serving size: 3 tacos)</span>
<ul itemprop="nutrition" itemscope itemtype="http://data-vocabulary.org/Nutrition">
<li>Calories:<span itemprop="calories“>329</span></li>
<li>Fat:<span itemprop="fat“> 12.5g</span></li>
<li>Saturated fat:<span itemprop="saturatedFat“>3.5g</span></li>
<li itemprop="ingredient" itemscope itemtype="http://data-vocabulary.org/RecipeIngredient">
<span itemprop="amount">1 teaspoon</span><span itemprop="name"> chili powder</span><span itemprop="preparation"></span></li>
<li itemprop="ingredient" itemscope itemtype="http://data-vocabulary.org/RecipeIngredient">
<span itemprop="amount">1/2 teaspoon</span><span itemprop="name"> salt</span></li>
<ol itemprop="instructions“><li>Prepare grill...</li></ol>
<span itemprop="author">Cooking Light</span>
<span itemprop="published">SEPTEMBER 2006</span>
<span itemprop="recipeType">Main Dishes</span>
<span itemprop="recipeType">Mexican</span>
<span itemprop="recipeType">Poultry</span>
Oh wait, where’s the schema here!

16. Breadcrumb
<body itemscope itemtype="http://schema.org/WebPage">
<div id="breadcrumb-nav" itemprop="breadcrumb">
<strong>You are here:</strong>
<a href="/">Home</a> >
<a href="/type/">Used Cars</a> >
<a href="/type/used-Audi/ ">Used Audi</a> >
<a href="/type/used-Audi/A3/ ">Used Audi A3</a>
2011 Audi A3 Black 5dr
</div>

17. Tools

Schema-creator.org

hRecipe helper for Chrome

Microformats for Chrome

Microdata Tool

Google’s Rich Snippets Testing Tool

Quixapp.com
http://www.seomoz.org/blog/exploring-the-new-features-in-bing-webmaster-tools

18. Áp dụng thực tế

19. Data highlighter








Articles
Book Reviews
Events
Local Businesses
Movies
Restaurants
Software Applications
TV Episodes

20. Cách thực hiện Data Highlighter

21. Nội dung rút ra từ Data highlighter


Cấu trúc website
Cấu trúc bài viết

22. Cảm ơn
Chân thành cảm ơn mọi người đã lắng nghe