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Les possibilités méconnues de schema.org - Erlé Alberton -Seocampus 2015

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La conférence qui bouscule les esprits à propos des microdatas schema.org et l'interprétation que Google en a dans les emails avec le Json-LD

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Les possibilités méconnues de schema.org - Erlé Alberton -Seocampus 2015

  1. 1. Les possibilités méconnues de schema.org
  2. 2. @cubilizer Erlé Alberton Bonjour, je suis Erlé ALBERTON Développeur Digital Factory | SEO
  3. 3. “Vos pages web ont une signification sous-jacente comprise par les internautes… ….mais les moteurs de recherche ont une compréhension limitée de ce qui est décrit sur ces pages
  4. 4. Interview Pour bien comprendre les enjeux -1
  5. 5. Levez la main si vous…. ❏ vendez des billets d’avion ❏ recevez des mails de confirmation de vol ❏ vendez des billets de concert ❏ gérez des réservations en ligne hôtels/restaurants ❏ envoyez des emails a vos clients ❏ avez un compte Gmail ❏ êtes passé à Google Inbox ❏ gérez votre planning sous Google calendar Normalement 100% de la salle a la main en l’air Annexe ❏ utilisez Google Now ❏ avez une montre sous Android wear ❏ parlez à votre téléphone / laptop / montre Oui ?! Ce lien va vous faire un peu peur : https://history.google.com/history/audio
  6. 6. Si vous avez répondu oui à l’une des questions précédentes Installez-vous confortablement
  7. 7. “ Où sont les Googlers ?
  8. 8. Ce que l’on sait petits rappels 0
  9. 9. Schema.org c’est : Un format lancé par en Juin 2011 Pour créer une norme d’enrichissement des pages web au travers d’un lexique commun Permettant de mieux comprendre les entités et leurs relations au sein des pages/sites web Le site http://schema.org regroupe toutes les définitions de ce format Les vocabulaires les plus utilisés sont RDFa et microdata….
  10. 10. Things Not Strings Le WEB 3.0
  11. 11. “ Ca c’est fait ! +5Xp
  12. 12. http://schema.org/Event
  13. 13. Répartition des Things Blog 35% BlogPost 32% Person 25% Autres 18% source https://www.similartech.com/categories/schema
  14. 14. Les Rich Snippets sont présents sur moins de 10% des sites (monde) % à consolider ! mais il reste très faible
  15. 15. Merci HTML5
  16. 16. La réalité aujourd’hui explosion des microdonnées 1
  17. 17. https://developers.google.com/structured-data/testing-tool/?url=http://whatis.techtarget.com/definition/Internet-of-Things Vérifions tout de suite l’url
  18. 18. Microdata itemscope itemtype itemprop
  19. 19. https://developers.google.com/structured-data/testing-tool/?url=http://whatis.techtarget.com/definition/Internet-of-Things itemscope itemtype itemprop itemprop itemprop
  20. 20. https://developers.google.com/structured-data/testing-tool/?url=http://whatis.techtarget.com/definition/Internet-of-Things <html [...] itemscope itemtype="http://schema.org/Article"> <head> <meta itemprop="image" content="http://[...]/logos/TTlogo-379x201.png" /> <meta itemprop="name" content="What is Internet of Things (IoT)? - Definition from WhatIs. com" /> <meta itemprop="description" content="The Internet of Things (IoT) is a scenario in which objects, animals or people are assigned unique identifiers and given the ability to automatically transfer data over a network without requiring human-to- human or human-to-computer interaction." />
  21. 21. “Bon ok ça on connait, passons à la vitesse supérieure….
  22. 22. Où est le Knowledge Graph ?
  23. 23. Microdata, RDFa, quel est le 3° format défini par schema.org ? Question Mug ! le Json-LD
  24. 24. Qu’est-ce que le Json-LD JavaScript Object Notation for Linked Data ◎ Il peut être présent n’importe où dans votre code ◎ Il peut être appelé en AJAX ◎ Un fichier Json-LD peut être appelé comme toute autre ressource externe (css/Js) dans le HEAD ◎ Toutes les données d’une page peuvent/doivent être décrites dans un format valide
  25. 25. Oui mais ca bouge beaucoup en ce moment Et BABA ?! je crois qu’il y a un bug !
  26. 26. RTFM la “nouvelle transparence” de Google 2 oui, les guillemets sont importants ;)
  27. 27. https://developers.google.com/structured-data/
  28. 28. Quick Wins facilement applicables 3
  29. 29. Enrichir sa Home Page
  30. 30. Enrichir sa Home Page
  31. 31. https://developers.google.com/structured-data/customize/contact-points
  32. 32. Enrichir sa Home Page https://developers.google.com/structured-data/customize/social-profiles
  33. 33. Rien de nouveau pour vous ? Allons plus loin !
  34. 34. Ca ne sera pas long... Knowledge Fusion
  35. 35. Comment faire pour fusionner les données des Graph ? http://davidamerland.com/seo-tips/986-five-steps-to-a-fully-semantic-web.html
  36. 36. http://research.google.com/pubs/KevinMurphy.html
  37. 37. Le Knowledge Vault… Intelligence Artificielle et Machine Learning http://www.newscientist.com/article/mg22329832.700-googles-factchecking-bots-build-vast-knowledge-bank.html#.VQiKoo6G9SG
  38. 38. On peut revenir aux avantages de la sémantique pour mon site ? euh ! Non, parce que moi je suis pas dans le même monde, je suis [remplacez par votre métier] et je préfère quand on parle backlinks, perfs, Wordpress, GWT, Title/H1 ou Content Marketing
  39. 39. OK, Google….. je t’exploite Now ! https://www.google.com/landing/now/#cards
  40. 40. +88 440 000 000 emails envoyés par jour (hors spam) https://www.google.fr/search?q=how%20many%20emails%20sent%20by%20years%20%3F Question : a quoi correspondra ce chiffre fin 2017 ?
  41. 41. mails enrichis et si on mettait des entités dans vos mails….. 4
  42. 42. “Un robot Google lis déjà tous vos mails !
  43. 43. “ Des actions en 1 click dans Gmail ?
  44. 44. Google Now C’est déjà assez impressionnant Place your screenshot here
  45. 45. Cross-Google experience ah ouais quand même 5
  46. 46. C’est plus joli, mais…. ca ressemble au nouveau Gmail sur mobile
  47. 47. Des mails que l’on remarque
  48. 48. Inbox sous Android Un reminder créé par la voix, un événement avec Gmap… … et un mail de Guillaume Eouzan un conférencier qui déchire ! http://mindfruits.biz Place your screenshot here
  49. 49. Inbox sous Android une fois le mail ouvert il y a des features sympas Place your screenshot here
  50. 50. Inbox sous Android Une commande en cours d’expédition Place your screenshot here
  51. 51. Inbox sous Android Réservation d’un hotel, d’un restaurant et un billet d’ avion Place your screenshot here
  52. 52. La réponse à tout pourquoi Google fait tout ça ? 42
  53. 53. Le Code Source Testez ils vous ont créé des tutos !!!
  54. 54. https://developers.google.com/schemas/tutorials/apps-script-tutorial
  55. 55. Je vous le montre ? https://script.google.com/
  56. 56. “My” Search Une démo ?!
  57. 57. Place your screenshot here Mes infos dans la SERP de Google Ha ok… donc faut que je formate mes emails !
  58. 58. Place your screenshot here Mes infos dans la SERP de Google Les achats, avec icone pour le statut de la commande Confirmée, Envoyée, Reçue
  59. 59. Conclusions et anticipations 6
  60. 60. Les avantages ◎ SearchMetrics a constaté une amélioration du ranking pour les sites avec l’intégration de schema.org ( +4 ) ◎ Un futur facteur de qualité du code ? il faut demander aux Googlers……..et attendre….attendre …attendre …. la non réponse ◎ Surfer sur la vague/être en avance sur la concurrence ◎ Repenser la structure de vos pages/sites ◎ Exploiter des données non affichées mais valorisantes L’essentiel c’est de s’intégrer dans le Knowledge Graph/Vault et s’ inscrire comme BON fournisseur de DATA valides sources http://www.searchmetrics.com/knowledge-base/schema/
  61. 61. Semantic Web is Rich of singular Concepts that the Internet Of Things will use for its Growth
  62. 62. http://en.wikipedia.org/wiki/Knowledge_Vault http://www.newscientist.com/article/mg22329832.700-googles-factchecking-bots- build-vast-knowledge-bank.html#.VQiKoo6G9SG http://static.googleusercontent.com/media/research.google. com/fr//pubs/archive/42024.pdf http://googleblog.blogspot.gr/2012/05/introducing- knowledge-graph-things-not.html http://davidamerland.com/seo-tips/984-google-knowledge-vault-is-semantic- search-on-steroids.html http://davidamerland.com/seo-tips/986-five-steps-to-a-fully-semantic-web.html
  63. 63. Merci! Avez-vous des questions? Contactez-moi: @cubilizer & erle.alberton@gmail.com
  64. 64. “Il est différent !” “Ah tu as remarqué toi aussi !?”
  65. 65. Presentation design This presentation uses the following typographies and colors: ◎ Titles: Nixie One ◎ Body copy: Varela Round You can download the fonts on this page: http://www.google.com/fonts/#UsePlace:use/Collection:Nixie+One|Varela+Round Click on the “arrow button” that appears on the top right Yellow #f8bb00 Orange #ed4a00 Fucsia #e8004c Blue #00acc3 Aqua #00d1c6 Lime #bbcd00 Green #65bb48 Gray #617a86 Light Gray #a1becc You don’t need to keep this slide in your presentation. It’s only here to serve you as a design guide if you need to create new slides or download the fonts to edit the presentation in PowerPoint®
  66. 66. What’s this? This is a free presentation template for Google Slides designed by SlidesCarnival. We believe that good design serves to better communicate ideas, so we create free quality presentation templates for you to focus on the content. Enjoy them at will and share with us your results at: twitter.com/SlidesCarnival facebook.com/slidescarnival About this template How can I use it? Open this document in Google Slides (if you are at slidescarnival.com use the button below this presentation) You have to be signed in to your Google account ◎ Edit in Google Slides Go to the File menu and select Make a copy. You will get a copy of this document on your Google Drive and will be able to edit, add or delete slides. ◎ Edit in Microsoft PowerPoint® Go to the File menu and select Download as Microsoft PowerPoint. You will get a .pptx file that you can edit in PowerPoint. Remember to download and install the fonts used in this presentation (you’ll find the links to the font files needed in the Presentation design slide) This template is free to use under Creative Commons Attribution license. If you use the graphic assets (photos, icons and typographies) provided with this presentation you must keep the Credits slide.
  67. 67. Minicons Free Vector Icons Pack by Webalys is published under a Creative Commons Attribution license and Free for both personal and commercial use. You can copy, adapt, remix, distribute or transmit it. If you use this set on your presentation remember to keep the “Credits” slide or provide a mention of this "Minicons Free Vector Icons Pack" and a link back to this page: http://www.webalys.com/minicons

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