schema and open graph 101 - smx munich
TRANSCRIPT
Matthew BrownHead of Special ProjectsSEOmoz
Twitter: @MatthewJBrown
Slideshare:MatthewBrownPDX
http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
Good definition of Semantic SEO: http://bit.ly/kUW0fJ
Semantic Search Engine Optimization (Semantic SEO) is the use of techniques from the Semantic Web technology stack for: 1.sending detailed information about the meaning of your page content to search engines and other data consumers,
2. in a way that can be easily processed by computers.
So what’s schema.org? Microdata? RDFa? http://www.seomoz.org/blog/schema-examples
Schema: A specific vocabulary
There are many languages and vocabularies for structured data
To get started, focus on Schema.org and Open Graph
What types of rich snippets does Google support? bit.ly/xWKwcU
How do to each one? SEOGadget has you covered - http://bit.ly/13GqNVO
How do I troubleshoot rich snippets? http://bit.ly/105kY02
There are non-obvious things you may need to troubleshoot
“If your site has very few pages, or very few pages with marked-up structured data, it may not be picked up by the rich snippets system.”
All else fails? Try Google’s mystery form: http://bit.ly/yZ8vkb
Rich Snippets can take up 30 days or more. Don’t panic.Study at: http://bit.ly/P6pF4n
@MatthewJBrown #SMX Munich
Facebook: Open Graph Protocol
@MatthewJBrown #SMX MunichFacebook Germany - #10 http://bit.ly/iaNZcP
Use OG markup to optimize from start to finish
Everything just got bigger on FB - More Info!
Remember Open Graph Actions?
http://developers.facebook.com/docs/opengraphprotocol/
New OG Action Opportunities - More info!
.com Breadcrumbs (Competition: Easy)
.de Breadcrumbs (Competition: Very Easy)
.com Recipes (Competition: BRUTAL)
.de Recipes (Competition: low)
.com Events (Competition: Medium)
.de Events (Competition: Medium)
.com Products (Medium) – Reviews: (Hard)
.de Products (Easy) – Reviews: (Medium)
Only 1,620 domains using Schema for hotels!655 for restaurants, 435 for auto dealers
Want to check semantic markup stats? http://sindice.com/stats/basic-stats/
Yes. We’ve seen up to 70% growth in CTR
Structured Data WMT Data is solid
Facebook Object Debugger: http://developers.facebook.com/tools/debug
Wordpress Schema plugin from Raven: http://wordpress.org/extend/plugins/schema-creator/
The Good Relations blog for ecommerce markup: Bookmark This!
Raven has an excellent schema.org guide here: http://raventools.com/blog/an-seos-guide-to-schema-org/
Proposed schemas: http://www.w3.org/wiki/WebSchemas/SchemaDotOrgProposals
People who have both search and semantic backgrounds
Semantic SEO Follow ListFolks who have some SEO/Semantic Web crossover:
Aaron Bradley - @aaranged – Hands down the best curator of semantic happenings on the SEO side. When he blogs at http://www.seoskeptic.com it’s not to be missed.
Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens to be speaking at the Semantic Web 2012 conference
Sean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionally for http://www.semanticweb.com
Jay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’s the man responsible for Best Buy’s 30% CTR increase with rich snippets.
Dan Brickley - @DanBri – Schema.org outreach for Google, works on proposed Schema.org specs
People building semantic tech tools and standards
Semantic Tech ProsSemantic Tech Folks who are very smart and say things I don’t get:
Martin Hepp- @MFHepp– Heads up Good Relations, which is the most extensive vocabulary for e-commerce data
Manu Sporny - @ManuSporny – Leader of the W3C working group for RDF. The man leading the charge for the RDF spec.
Lin Clark - @LinClark – Works on the linked data/RDF integration for Drupal. Codes neat linked data things for Drupal.
Gregg Kellogg - @Gkellogg – Semantic Web Developer of all trades. Wrote the Structured Data Linter.
Aaron Bradley’s gigantic Semantic Twitter Group: https://twitter.com/i/#!/aaranged/semantic-web - Like tapping into the Matrix of semantic tech information.
