Properly structured data is a critical and often forgotten element in the formula for getting SEO results. Google now relies heavily on structured data markup for Rich Snippets -- moving beyond stars, images and additional information to better understand and index your content, giving it more prominence in search results.
In this session, you'll get insights into newer markup options and advanced uses of structured data related to Google Rich Snippets that can help you refine, update and optimize your content.
Tata Punch brochure with complete detail of all the variants
SMX West Structured Data Practical and Advanced
1. #SMX #24a1 @AlexisKSanders
Game (while we wait!): Find 5 errors in this JSON-LD.
<script type="application/ld-json">
{
"@context": "http://schema.org",
"@type": “Product",
"name": "Super Product!",
"image": "https://example.com/image.jpg"
"offers": {
"@type": "Offers",
"priceCurrency": "USD",
"price": "12.99",
}
}
</script>
Clue (for two errors):
2. #SMX #24a1 @AlexisKSanders
Successful SEO Using Markup & Structured Data
Structured data
for SEO =
annotating vital
elements on a
page to support
search engines.
6. #SMX #24a1 @AlexisKSanders
<script type="application/ld-json">
{
"@context": "http://schema.org",
"@type": “Product",
"name": "Super Product!",
"image": "https://example.com/image.jpg"
"offers": {
"@type": "Offers",
"priceCurrency": "USD",
"price": "12.99",
}
}
</script>
+
Straight quote
Comma after (item) property
Offer
No comma for last property in group
Answers
7. #SMX #24a1 @AlexisKSanders
• Overview
• Why we <3 it
• Practical
• Advanced
• Implementing A-Z (hopefully not zzz)
• Common pitfalls
Agenda
8. #SMX #24a1 @AlexisKSanders
Structured data
n. Information with a high degree of organization.
Structured DataUnstructured Data (e.g., text)
< >
Markup types
JSON-LD
Microdata
Microformats
RDFa
9. #SMX #24a1 @AlexisKSanders
0
1
2
3
4
5
6
7
8
The story of web structured data: sometimes less is more.DomainUsage(Millions)
201720162003 2004 2008 2010/1 2012 2013 2014 20151997 2000
< >
https://www.slideshare.net/rvguha/sem-tech2014c
http://webdatacommons.org/structureddata#SMX #24a1
*
10. #SMX #24a1 @AlexisKSanders
(Item) type
Schema.org is a vocabulary (of many), but really is more
comparable to a dictionary.
http://schema.org/Product
Definition
11. #SMX #24a1 @AlexisKSanders
MICRODATA < >
Implementation
What is it? HTML JavaScript
Easier to copy
and paste on
page
Can be easier
for templated
pages
Support
JSON-
LD
Microdata versus JSON-LD
*
*Rich results for products not consistently population, yet
12. #SMX #24a1 @AlexisKSanders
<div itemscope itemtype="http://schema.org/Event">
<span itemprop="name">SMX West</span>
<span itemprop="description">SMX West 2018 - 3 days of expert-led training,
cutting-edge content, and exclusive networking for search marketing
professionals.</span>
<meta itemprop="url" content="https://marketinglandevents.com/smx/west/" />
<meta itemprop="startDate" content="2018-03-13T7:00" />
<meta itemprop="endDate" content="2018-03-15T16:15" />
</div>
Mircodata*
< >
*Note: Missing required properties, for illustrative purposes only
13. #SMX #24a1 @AlexisKSanders
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Event",
"name": "SMX West",
"description": "SMX West 2018 - 3 days of expert-led training, cutting-edge
content, and exclusive networking for search marketing professionals.",
"url": "https://marketinglandevents.com/smx/west/",
"startDate": "2018-03-13T7:00",
"endDate": "2018-03-15T16:15"
}
</script>
JSON-LD*
*Note: Missing required properties, for illustrative purposes only
18. #SMX #24a1 @AlexisKSanders
Random Trivia: According to Dunderpedia, Michael Scott’s favorite ice cream is mint chocolate chip.
Benefits: Why
<3 Structured
Data
Structured Data
20. #SMX #24a1 @AlexisKSanders
1. Enhanced SERP Results
Movie
AggregateRating
Note: Schema.org doesn’t necessarily need to be present for rich results to appear
21. #SMX #24a1 @AlexisKSanders
1. Enhanced SERP Results
MusicEvent
Note: Schema.org doesn’t necessarily need to be present for rich results to appear
22. #SMX #24a1 @AlexisKSanders
Article
BlogPosting
Book*
BreadcrumbList
ClaimReview*
Course
Dataset*
Event
ImageObject
ItemList
JobPosting
LocalBusiness*
1. Google supported featured snippets with rich results
Movie
(WatchAction*)
MusicAlbum*
MusicArtist*
MusicGroup*
NewsArticle
Occupation
Organization
(ContactPoint, logo,
sameAs)
Person (sameAs)
Product (Offer)
Rating
AggregateRating
Recipe
Review*
SoftwareAppplication*
TVEpisode
(WatchAction*)
TVSeason (WatchAction*)
TVSeries (WatchAction*)
VideoObject
WebPageElement
(isAccessibleForFree for
Paywall Content)
WebSite (SearchAction)
https://developers.google.com/search/docs/guides/
*Opt-in, express interest
Note: Schema.org doesn’t necessarily need to be present for rich results to appear
23. #SMX #24a1 @AlexisKSanders
Share these #SMXInsights on your social channels!
#SMXInsights
Google offers structured
data documentation for
+26 item types that
enhance the SERP!
25. #SMX #24a1 @AlexisKSanders
Share these #SMXInsights on your social channels!
#SMXInsights
For a majority of
eCommerce sites with
product rich results, rich
results will outperform
regular listing.
26. #SMX #24a1 @AlexisKSandershttps://searchengineland.com/gary-illyes-ask-anything-smx-east-285706
@methode
Gary Illyes
Google
WebmasterTrendsAnalyst
(House Elf and Chief of
Sunshine and Happiness*)
*Somebody needs to give him some socks
“I want to live in a world where schema is not
that important, but currently, we need it. If a
team at Google recommends it, you probably
should make use of it, as schema helps us
understand the content on the page, and it is
used in certain search features (but not in
rankings algorithms).”
3. Gary at SMX - Google uses structured data to better
understand pages
27. #SMX #24a1 @AlexisKSanders
• Google doesn’t mind if people markup non-
supported markup (change in SERP may not be
noticeable)
• We don’t use Schema.org as a quality factor
• Start with Google Search Documentation
• Prioritize snippets and what immediately provides value
• It can help extract entities better
Google Webmaster Hangout 2/1/18 ~42 Minutes: https://goo.gl/dsZRc6
@JohnMu
John Mueller
Google
WebmasterTrendsAnalyst
4. John on Webmaster Hangouts - Google is using
structured data to extract entities
28. #SMX #24a1 @AlexisKSanders
4. Structured data adds to Semantic Relevance (i.e., what
your business is “known for”)
“Known for” =
representative term (e.g.
[server], [host], [dinner] in
article about restaurant)
Google Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
Example of Associating Terms with Business Listing
29. #SMX #24a1 @AlexisKSanders
4.5 It all boils down to confidence in answers
Patent: Synonym identification based on co-occurring terms 8,538,984, 3/3/12
How confident are search engines that the information is trustworthy and useful?
My Friend, Gia
30. #SMX #24a1 @AlexisKSanders
5. Support your paid team - Product Merchant Center Feed
Updates with Product Structured data (March 2017)
https://support.google.
com/merchants/answe
r/6069143
Structured data markup must be present in the HTML returned from the
web server (i.e., no JavaScript generated tags)
Benefits:
• Automatic item updates
• Google Sheets Merchant
Center add-on
31. #SMX #24a1 @AlexisKSanders
6. Future: Support Voice (hypothesis)
According to Wikipedia, ‘El Pueblo de
San José de Guadalupe was founded
by José Joaquín Moraga on November
29, 1777, the first pueblo-town not
associated with a mission or a military
post in upper Las Californias.’
[who discovered san jose]
Google Mini pulls from featured snippets. Featured snippets appear when
Google has high confidence in usefulness of response. Structured data can
support confidence ratings.
32. #SMX #24a1 @AlexisKSanders
Share these #SMXInsights on your social channels!
#SMXInsights
• Microdata: 76%
• JSON-LD: 25%
• OGP: 68%
• Twitter Summary Cards: 27%
+25K eCommerce URLs
populating with featured snippets:
Twitter SEO Experiments: https://goo.gl/fRzmgf
Important Note: Correlation does not imply causation.
Huge thanks to
33. #SMX #24a1 @AlexisKSanders
Share these #SMXInsights on your social channels!
#SMXInsights
Top Occurring Microdata for eCom with Snippet:
Twitter SEO Experiments: https://goo.gl/fRzmgf
Huge thanks to
Important Note: Correlation does not imply causation.
OfferCatalog, 18%
ListItem, 14%
AggregateRating, 9%
Product, 8%Review, 8%
Rating, 7%
NewCondition, 6%
Offer, 5%
Thing, 4%
BreadcrumbList, 4%
Other, 17%
34. #SMX #24a1 @AlexisKSanders
Share these #SMXInsights on your social channels!
#SMXInsights
Top Occurring JSON-LD for eCom with Snippets:
Twitter SEO Experiments: https://goo.gl/fRzmgf
Huge thanks to
ListItem, 25%
Offer, 16%
Product, 15%WebPage, 6%
BreadcrumbList, 5%
Organization, 4%
SiteNavigationElement, 4%
AggregateRating, 3%
WebPageElement, 3%
ImageObject, 3%
Other, 16%
Important Note: Correlation does not imply causation.
36. #SMX #24a1 @AlexisKSanders
Minesweeper cheat code: XYZZY+ Shift-Enter + Enter, watch dots in upper left corner of frame
Practical Schema
for pragmatic,
busy people
37. #SMX #24a1 @AlexisKSanders
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
ListItem
WebPage
Event
Place
PostalAddress
LocalBusiness
Person
Organization
SearchAction
WebSite
Popular Schema: Top 10 JSON-LD by Domain
http://webdatacommons.org/structureddata
Sept '14
Oct '14
Jan '15
Jan '15
Sept '14
Dec '15
Dec '15
Dec '15
Aug ‘16
38. #SMX #24a1 @AlexisKSanders
0 200,000 400,000 600,000 800,000 1,000,000
Organization
PostalAddress
Offer
Article
Person
Product
Blog
WPHeader
SiteNavigationElement
WebPage
Popular Schema: Top 10 Microdata by Domain
< >
http://webdatacommons.org/structureddata
39. #SMX #24a1 @AlexisKSanders
Practical Schema: All sites
BreadcrumbList
Person
Organization
WebSite
ItemList
Properties
itemListElement
sameAs
logo, contactPoint, sameAs
potentialAction
itemListElement
TypeMarking up
Breadcrumbs
Person
Organization
Sitelink Searchbox
Carousel Lists
42. #SMX #24a1 @AlexisKSanders
Step 2: Select your Item Type from Dropdown Menu
https://technicalseo.com/seo-tools/schema-markup-generator
43. #SMX #24a1 @AlexisKSanders
Step 3: Fill-in-the-Blank
As you type, the JSON-LD will Update
https://technicalseo.com/seo-tools/schema-markup-generator
44. #SMX #24a1 @AlexisKSanders
Step 4: Click “G Validate” to test in Google’s Structured
Data Testing Tool
https://technicalseo.com/seo-tools/schema-markup-generator
52. #SMX #24a1 @AlexisKSanders
Stages of Working with Schema.org
::a ton of confused
stares::
::intense
concentration::
::coffee + intense
concentration::
::unlocking the
eternal mysteries
within Schema.org::
http://schema.org/docs/full.html
53. #SMX #24a1 @AlexisKSanders
Step 1: Select Item Type from Schema.org’s Full Hierarchy
http://schema.org/docs/full.html
Select For All
Extensions
54. #SMX #24a1 @AlexisKSanders
Item Type Page
http://schema.org/docs/full.html
http://schema.org/Aquarium
(Item) type
Where lives in
hierarchy
Description
Usage
57. #SMX #24a1 @AlexisKSanders
“Expected Type” tells you what needs to be nested
Nest everything other than data types
• Boolean
• False
• True
• Date
• DateTime
• Number
• Float
• Integer
• Text
• URL
• Time
Data Types
http://schema.org/Aquarium
Game – Should I be nested?
http://schema.org/docs/full.html
58. #SMX #24a1 @AlexisKSanders
“Expected Type” tells you what needs to be nested
Nest everything other than data types
• Boolean
• False
• True
• Date
• DateTime
• Number
• Float
• Integer
• Text
• URL
• Time
Data Types
http://schema.org/Aquarium
Game – Should I be nested?
Text - no
Map - yes
URL - no
Boolean - no
Text - no
ImageObject - yes
URL - no
Integer - no
OHS - yes
ImageObject - yes
Photograph – yes
Boolean -no
http://schema.org/docs/full.html
59. #SMX #24a1 @AlexisKSanders
Step 2: List Item Properties, Expected Type, and Values
http://schema.org/docs/full.html
http://schema.org/Aquarium
60. #SMX #24a1 @AlexisKSanders
Step 3: Add Syntax (JSON-LD)
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Aquarium",
"name": "National Aquarium",
"alternateName": "National Aquarium in Baltimore",
"telephone": "+1-410-576-3800",
"address": {
"@type": "PostalAddress",
"streetAddress": "501 E Pratt St",
"addressLocality": "Baltimore",
"addressRegion": "MD",
"postalCode": "21202",
"addressCountry": "US"
}
}
</script>
Beginning
Type
Properties
Type
Properties
end
http://schema.org/Aquarium http://schema.org/docs/full.html
*Note: Missing required properties, for illustrative purposes only
61. #SMX #24a1 @AlexisKSanders
Step 3: Add Syntax (Microdata)
<div itemscope itemtype="http://schema.org/Aquarium">
<span itemprop="name">National Aquarium</span>
<meta itemprop="name" content="National Aquarium in Baltimore" />
<span itemprop="telephone">+1-410-576-3800</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">501 E Pratt St</span>
<span itemprop="addressLocality">Baltimore</span>
<span itemprop="addressRegion">MD</span>
<span itemprop="postalCode">21202</span>
<span itemprop="addressCountry">US</span>
</div>
</div>
http://schema.org/docs/full.html
Type
Properties
Type
Properties
end
http://schema.org/Aquarium
*Note: Missing required properties, for illustrative purposes only
62. #SMX #24a1 @AlexisKSanders
Pitfall Cheat Code: Left, Square, Circle, Down, Square, X, Square, Circle to get unlimited canteen.
Common
Pitfalls
You
63. #SMX #24a1 @AlexisKSanders
Pitfall #1
Syntax
• “” are not the same as ""
– Microsoft switches "" to “”
– Use a text editor
• Mind your Commas
• Tip: Pay attention to in SDTT
64. #SMX #24a1 @AlexisKSanders
Pitfall #2
Vocabulary
• Pay attention to required/allowed
properties
• Schema.org types and properties are
case sensitive reference
• Tip: Check in the Structured Data
TestingTool
Vocabulary
65. #SMX #24a1 @AlexisKSanders
Pitfall #3
• Adding information that is not on the
page
• Check Google’s Structured Data Policies:
https://developers.google.com/structure
d-data/policies
Policy Violation
66. #SMX #24a1 @AlexisKSanders
Pitfall #4
• Make sure to attribute properties to
correct item type
– E.g., using “name” and giving the
location the event name
• Tip: Pay close attention to {} and
itemscope
Nesting Errors
67. #SMX #24a1 @AlexisKSanders
Dwight, At 3:30 p.m. the coffee at SMX is okay. No instructions to follow. Cordially, Future Dwight
Future
Predictions
68. #SMX #24a1 @AlexisKSanders
Future Predictions Google Schema.org Support
AboutPage
ApartmentComplex
AudioObject
AutoDealer
Brand
CollectionPage
Comment
ContactPage
Corporation
Hotel
1. Top Schema.org usage without Google documentation (for websites):
ImageGallery
MusicPlaylist
MusicRecording
PriceSpecification
RealEstateAgent
Residence
Store
Table
UserComments
ViewAction
69. #SMX #24a1 @AlexisKSanders
Future Predictions Google Schema.org Support
2. Item types that support voice efforts
SpeakableSpecification
HowTo
HowToDirection
HowToSection
HowToStep
HowToTip
HowToDirection
HowToItem
HowToSupply
HowToTool
HowToStep
HowToTip
QAPage
Question
Answer
70. #SMX #24a1 @AlexisKSanders
Future Predictions Google Schema.org Support
3. More for publishing and eCommerce (especially actions)
AnalysisNewsArticle
BackgroundNewsArticle
OpinionNewsArticle
ReportageNewsArticle
ReviewNewsArticle
EmployerReview
UserReview
ProductIndividualProduct
ProductModel
SomeProducts
BuyAction
QuoteAction
GS1
Publishing eCommerce
71. #SMX #24a1 @AlexisKSanders
Future Predictions Google Schema.org Support
4. Things users want, e.g., medical answers from Dr. Google (http://health-
lifesci.schema.org)
LifestyleModificationDiet
PhysicalActivity
ExercisePlan
MedicalSignOrSymptom
MedicalSign
VitalSign
MedicalSymptom
MedicalCondition
InfectiousDisease
MedicalGuideline
MedicalProcedure
DiagnosticProcedure
PhysicalExam
SurgicalProcedure
TherapeuticProcedure
http://health-lifesci.schema.org
Proactive Health Reactive Health
72. #SMX #24a1 @AlexisKSanders
Fun stuff for you
https://technicalseo.com
/homework/structured-data/
https://technicalseo.com
/seo-tools/schema-markup-
generator/visual/
73. #SMX #24a1 @AlexisKSanders
@methode
Gary Illyes
@JarnoVanDriel
JarnoVan Driel
@aaranged
Aaron Bradley
Experts to Follow
@maxxeight
Max Prin
@searchliaison
Danny Sullivan
@JohnMu
John Mueller
75. #SMX #24a1 @AlexisKSanders
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
@AlexisKSanders
/in/alexissanders
Hinweis der Redaktion
https://www.slideshare.net/rvguha/sem-tech2014c
http://webdatacommons.org/structureddata/
97 – RDF
00 – FOAF, DAML
01 - OWL DL/QL/EL/RL
03 – SPARQL, Microformats
04 – SIOC, RDFa
08 - Monkey
09 – SKOS
10 – Schema.org, JSON-LD
10 – Schema.org
12 – Bing’s documentation
15 – Google Recipe JSON-LD
16 – Google JSON-LD Support for Product/Review
16 – Google revamps documentation
Sitelinks search box in Google search results 5-Sep-14
Organization logos in Google search results - JSON-LD 21-Oct-14
Social profiles in Google Knowledge Graph 15-Jan-15
Event rich snippets in Google search results - JSON-LD 15-Jan-15
Product rich snippets in Google search results - JSON-LD 3-Feb-16
Review rich snippets in Google search results - JSON-LD 3-Feb-16
Google adds JSON-LD support for breadcrumbs 12-Aug-16
Google Merchant Center adds JSON-LD support 28-Mar-17
More of the quote:
Structured data. This is one of those things that i want you to pay lots of attention to this year.
We launched a bunch of search features that are based on structured data. It was badges on image search, jobs was another thing, job search, recipes, movies, local restaurants, courses and a bunch of other things that rely solely on structure data, schema.org annotations.
It is almost like we started building lots of new features that rely on structured data, kind of like we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data.
….But more importantly, add structure data to your pages because during indexing, we will be able to better understand what your site is about.
Sitelinks search box in Google search results 5-Sep-14
Organization logos in Google search results - JSON-LD 21-Oct-14
Social profiles in Google Knowledge Graph 15-Jan-15
Event rich snippets in Google search results - JSON-LD 15-Jan-15
Site name in search results - ~May 2015
https://web.archive.org/web/20151203223607/https://developers.google.com/structured-data/local-businesses/ dec 2015
Product rich snippets in Google search results - JSON-LD 3-Feb-16
Review rich snippets in Google search results - JSON-LD 3-Feb-16
Google adds JSON-LD support for breadcrumbs 12-Aug-16
Google Merchant Center adds JSON-LD support 28-Mar-17
2/14 – Live Coverage
Likely because:
1. They’ll implement due to competitive nature.
2. It’s a low risk industry.