This document discusses structured data and schema.org for search engine optimization. It introduces JSON-LD as a format for communicating structured data to search engines. It provides examples of using schema.org types like Person, Organization, Product, and Event for jobs, companies, e-commerce, and events. It also discusses using Sitelink Searchbox schema for adding an on-site search box to search engine results pages. The presentation emphasizes testing structured data, starting niche, and being patient with results. Useful links are provided for learning more about structured data implementation.

1. [Title slide - to be supplied by Mark]

2. Who the hell
is this guy?

3. Who the hell is this guy?

4. Who the hell is this guy?

5. <script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Person",
"name": "Andrew Martin",
"image": "https://www.xyz.com/andrew-does-seo.jpg",
"jobTitle": "Technical SEO Specialist",
"sameAs": ["https://twitter.com/andrewdoesseo",
"https://www.linkedin.com/user/andrewcambs"]
}
</script>

6. Search Engines want to get
users to the best answer in
the fastest possible time.

7. Users expect Search Engines
to get them to the best answer
in the fastest possible time.

8. Best?

10. 1. Who is it for?

12. schema

13. Structured vocabulary
Granular information
On 10m+ websites
Code/markup
Evolving and expanding

16. JSON-LD
JavaScript Object Notation for Linked Data

17. <script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Person",
"name": "Andrew Martin",
"image": "https://www.xyz.com/andrew-does-seo.jpg",
"jobTitle": "Technical SEO Specialist",
"sameAs": ["https://twitter.com/andrewdoesseo",
"https://www.linkedin.com/user/andrewcambs"]
}
</script>

18. Schema
Context = Schema.org
Type = Recipe, Person,
Event, Book etc
Property = Serves, DoB,
Currency, ISBN etc

19. Company
https://schema.org/Organization

20. Company
Knowledge Panel
Itemise Company
info
Use with Google
My Business

21. Product
https://schema.org/Product

22. Product
Price(s)
Currency
Stock Level
Rating

24. Events
https://schema.org/Event

25. Events
Venue/Artist events
Maps, Prices, Times
3rd Party sites e.g
Eventbrite,
You?

27. Site Links Search Box
https://developers.google.com/search/docs/data-
types/sitelinks-searchbox

28. In-SERP On-Site Search Box

29. In-SERP On-Site Search Box

30. In-SERP On-Site Search Box

31. On-site Search Results

32. <script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebSite",
"url": "https://www.example.com/",
"potentialAction": {
"@type": "SearchAction",
"target":
"https://query.example.com/search?q={search_term_string}",
"query-input": "required name=search_term_string"
}
}
</script>

33. #nerdgasm

35. New Google CodeLab
https://codelabs.developers.google.com/codelabs/structured-data/index.html#0
https://json-ld.org
https://search.google.com/structured-data/testing-tool - Google testing/sandbox tool
https://schema.org/docs/schemas.html - Schema.org list of schema types
https://www.schemaapp.com/ - Schema builder tool

37. #nerdgasm
1.Don’t fake it or stuff it
2.Go niche
3.Use JSON-LD
4.Test it
5.Be patient!

38. Thank you
for your ears.
@AndrewDoesSEO

39. Useful links
https://search.google.com/structured-data/testing-tool - Google testing/sandbox tool
https://schema.org/docs/schemas.html - Schema.org list of schema types
https://www.schemaapp.com/ - Schema builder tool
https://developers.google.com/search/docs/data-types/sitelinks-searchbox - Sitelink Searchbox guide
https://developers.google.com/search/docs/data-types/product
And https://developers.google.com/search/docs/data-types/review#review-snippets - Product and
Reviews guide
https://developers.google.com/search/docs/data-types/event - Events guide
https://giphy.com/explore/cat - cat giphy (why not?)