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Advanced Structured Data: Beyond Rich Snippets

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Advanced Structured Data: Beyond Rich Snippets

  1. 1. Structured Data: Beyond Rich Snippets
  2. 2. Justin Briggs Founder, Briggsby Justin@Briggsby.com @JustinRBriggs Taking on new clients
  3. 3. Schema takes you from web to data
  4. 4. Relationships Defined as Triples Subject ObjectPredicate=> =>
  5. 5. Getting Crazy With Movie Relationships Psycho (Movie) Alfred HitchcockHas Director=> =>
  6. 6. Structured Data in SERPs
  7. 7. Increase Visibility & CTR Rich Snippets •  Reviews •  People •  Products •  Businesses & organizations •  Recipes •  Events •  Music
  8. 8. Encoding with Microdata Tea Chai Té An awesome tea shop in a caboose. 7983 SE 13th Ave Portland, OR Phone: 503-432-8747 <div itemscope itemtype="http://schema.org/LocalBusiness"> <span itemprop="name">Tea Chai Té</span> <span itemprop="description">An awesome tea shop in a caboose.</span> <div itemprop="address" itemscope itemtype="http://schema.org/ PostalAddress"> <span itemprop="streetAddress">7983 SE 13th Ave</span> <span itemprop="addressLocality">Portland</span>, <span itemprop="addressRegion">OR</span> </div> Phone: <span itemprop="telephone">503-432-8747</span> </div>
  9. 9. Encoding with JSON-LD Tea Chai Té An awesome tea shop in a caboose. 7983 SE 13th Ave Portland, OR Phone: 503-432-8747 <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "LocalBusiness", "address": { "@type": "PostalAddress", "addressLocality": “Portland”, "addressRegion": “OR”, "streetAddress": "7983 SE 13th Ave" }, "description": "An awesome tea shop in a caboose.", "name": "Tea Chai Té", "telephone": "503-432-8747" } </script>
  10. 10. Microdata or JSON-LD •  Works with information already present •  Minimal effort to qualify existing information •  Awkward situations to get certain data marked up •  Inserting data on page for markup only •  Can be added to hyperlinks Microdata JSON-LD •  Not dependent on information already present •  Compact and direct •  Duplicate calls already made to build page •  No relation to page content •  Information not normally in markup They can be used together
  11. 11. Search is rapidly becoming more mobile & conversational
  12. 12. Historical Model of Search Web Search Page Page Page
  13. 13. Search as an Interface Search Web Email Knowledge Graph Schema Mobile Apps Documents Databases Applications
  14. 14. Structured Data for Apps
  15. 15. App Deep Links android-app://{package_id}/{scheme}/{host_path} Ø  package_id - app ID in Play store Ø  scheme - http or custom scheme Ø  host_path - specific content within app
  16. 16. App Deep Link Crawl <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebPage", "@id": "http://example.com/gizmos", "potentialAction": { "@type": "ViewAction", "target": "android-app://com.example.android/http/example.com/gizmos" } } </script>
  17. 17. Drive App Engagement App launch can be default behavior… Clicking this launches the app!
  18. 18. App Actions App Indexing Knowledge Graph App Actions+ =
  19. 19. App Actions <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "MusicGroup", "name": "Weezer", "potentialAction": { "@type": "ListenAction", "target": "android-app://com.spotify.music/http/we.../listen" } } </script>
  20. 20. App Actions
  21. 21. Building an Action Graph Order me a pizza? Schedule my meeting? Drive my car? Ok, Google
  22. 22. Personalized cards on mobile search
  23. 23. Personalized Google Now Cards Personal information in search Understands hotel as entity Pushes information when it’s needed
  24. 24. Pushed Search Results
  25. 25. Comes from understanding a user’s email
  26. 26. Structured Data For Emails
  27. 27. Parsing Our Personal Data Gmail extracted structured data Powers pushed search results
  28. 28. Actions in the inbox <div itemscope itemtype="http://schema.org/EventReservation"> <meta itemprop="reservationNumber" content="E123456789"/> <link itemprop="reservationStatus" href="http://schema.org/Confirmed"/> <div itemprop="underName" itemscope itemtype="http://schema.org/Person"> <meta itemprop="name" content="John Smith"/> </div> <div itemprop="reservationFor" itemscope itemtype="http://schema.org/Event"> <meta itemprop="name" content="Foo Fighters Concert"/> <meta itemprop="startDate" content="2017-03-06T19:30:00-08:00"/> <div itemprop="location" itemscope itemtype="http://schema.org/Place"> <meta itemprop="name" content="AT&T Park"/> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <meta itemprop="streetAddress" content="24 Willie Mays Plaza"/> <meta itemprop="addressLocality" content="San Francisco"/> <meta itemprop="addressRegion" content="CA"/> <meta itemprop="postalCode" content="94107"/> <meta itemprop="addressCountry" content="US"/> </div> </div> </div> </div> Structured data in emails can appear in search results
  29. 29. Pushed Search Results That’s how you get this! And this!
  30. 30. Upcoming Events in Knowledge Graph
  31. 31. Event Structured Data <script type="application/ld+json"> [{ "@context" : "http://schema.org", "@type" : "MusicEvent", "name" : "B.B. King", "startDate" : "2014-04-12T19:30", "location" : { "@type" : "Place", "name" : "Lupo’s Heartbreak Hotel", "address" : "79 Washington St., Providence, RI" }, "offers" : { "@type" : "Offer", "url" : "https://www.etix.com/ticket/1771656" } }, ] </script>
  32. 32. Pushed Events Events pushed in search based off location
  33. 33. Thanks! hello@briggsby.com

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