schema for bloggers: structured content, demystified
DESCRIPTION
My Session from #NMX (New Media Expo) 2014 in Las Vegas, NV.TRANSCRIPT
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Schema for Bloggers:
mitch canter, @studionashvegashttp://www.binarychurch.com
#nmxschema
Structured Content, Demystified
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Who is this guy?
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Mitch Canter, International Man of Mystery
Senior Designer, Medicare.comChief Creative Mercenary, studionashvegas.comBlogger, binarychurch.comInternational Speaker
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An Introduction
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Two AudiencesThe Web Has
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humans…
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…and robots!
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Write For BothAs content creators, we have to
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…However…
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Confused.Sometimes the robots get
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Two OptionsWe ultimately have
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“Keyword Stuffing”
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Structure Our Content…or we
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Schema…which is best done through
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HTML Tags that webmasters can use to markup their pages in ways recognized by major search providers.
<schema>
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Defining human-readable content into search-engine readable content.
<schema>
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MicrodataThis is done through
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Microdata is an HTML5 specification that allows machine-readable data to be embedded in
HTML documents.
microdata
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ExampleLet’s look at an
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Event…You’re hosting an
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On Your Website……you have the date of the event
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Know It’s An Event Date?…how does your website
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Take Chances?It could get lucky, but why
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Define The InformationThe better option is to
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SchemaImplementing
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Define The FormatStep 1
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Define The Format<article>
<img src=“thumbnail.jpg” /><h1>
<a href=“#”>Title</a></h1>
<p>by: Author’s Name</p><p>Published on Month, Date Year</p><div class=“entry”>
<p>Content</p></div><p class=“categories”>Categories: Cat 1</p>
</article>
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Define The Format<article itemscope itemtype="http://schema.org/Article”>
<img src=“thumbnail.jpg” /><h1>
<a href=“#”>Title</a></h1>
<p>by: Author’s Name</p><p>Published on Month, Date Year</p><div class=“entry”>
<p>Content</p></div><p class=“categories”>Categories: Cat 1</p>
</article>
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Creates a new “item” – a group of name-value pairs associated with microdata and schematic markup.
itemscope
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An attribute that defines the microdata vocabulary in use.
itemtype
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Assign The PropertiesStep 2
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Assign The Properties<article itemscope itemtype="http://schema.org/Article”>
<img src=“thumbnail.jpg” /><h1 itemprop=“name headline”>
<a href=“#”>Title</a></h1>
<p>by: Author’s Name</p><p>Published on Month, Date Year</p><div class=“entry”>
<p>Content</p></div><p class=“categories”>Categories: Cat 1</p>
</article>
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An attribute that labels the properties of the content
itemprop
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Assign The Properties<article itemscope itemtype="http://schema.org/Article”>
<img src=“thumbnail.jpg” /><h1 itemprop=“name headline”>
<a itemprop=“url” href=“#”>Title</a></h1>
<p>by: Author’s Name</p><p>Published on Month, Date Year</p><div class=“entry”>
<p>Content</p></div><p class=“categories”>Categories: Cat 1</p>
</article>
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Assign The Properties<article itemscope itemtype="http://schema.org/Article”>
<img src=“thumbnail.jpg” /><h1 itemprop=“name headline”>
<a itemprop=“url” href=“#”>Title</a></h1>
<p>by: <a href=“[plus-url]”
itemprop=“author”>Author’s Name</a></p><p>Published on Month, Date Year</p><div class=“entry”>
<p>Content</p></div><p class=“categories”>Categories: Cat 1</p>
</article>
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Assign The Properties<article itemscope itemtype="http://schema.org/Article”>
<img src=“thumbnail.jpg” /><h1 itemprop=“name headline”>
<a itemprop=“url” href=“#”>Title</a></h1>
<p>by: <a href=“[plus-url]” itemprop=“author”>Author’s
Name</a></p><p>Published on <span itemprop=“datePublished”>Month, Date
Year</span></p><div class=“entry”>
<p>Content</p></div><p class=“categories”>Categories: Cat 1</p>
</article>
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Assign The Properties<article itemscope itemtype="http://schema.org/Article”>
<img src=“thumbnail.jpg” /><h1 itemprop=“name headline”>
<a itemprop=“url” href=“#”>Title</a></h1>
<p>by: <a href=“[plus-url]” itemprop=“author”>Author’s
Name</a></p><p>Published on <span itemprop=“datePublished”>Month, Date
Year</span></p><div class=“entry” itemprop=“articleBody”>
<p>Content</p></div><p class=“categories”>Categories: Cat 1</p>
</article>
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Assign The Properties<article itemscope itemtype="http://schema.org/Article”>
<img src=“thumbnail.jpg” /><h1 itemprop=“name headline”>
<a itemprop=“url” href=“#”>Title</a></h1>
<p>by: <a href=“[plus-url]” itemprop=“author”>Author’s
Name</a></p><p>Published on <span itemprop=“datePublished”>Month, Date
Year</span></p><div class=“entry” itemprop=“articleBody”>
<p>Content</p></div><p class=“categories”>Categories: <span itemprop=“keywords”>
Cat 1</span></p></article>
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Assign The Properties<article itemscope itemtype="http://schema.org/Article”>
<img src=“thumbnail.jpg” /><h1 itemprop=“name headline”>
<a itemprop=“url” href=“#”>Title</a></h1>
<p>by: <a href=“[plus-url]” itemprop=“author”>Author’s
Name</a></p><p>Published on <span itemprop=“datePublished”>Month, Date
Year</span></p><div class=“entry” itemprop=“articleBody”>
<p>Content</p></div><p class=“categories”>Categories: <span itemprop=“keywords”>
Cat 1</span></p></article>
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Types of Schema
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An article, such as a news articleor piece of investigative report.
http://www.schema.org/Article
Article
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A review of a restaurant, movie, or store.
http://www.schema.org/Review
Review
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An event happening at a certain timein a certain location.
http://www.schema.org/Event
Event
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A person (living, dead, undead, or fictional).
http://www.schema.org/Person
Person
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Video, Audio, or other non-text embeddable media.(note: each media has a separate schema)
http://www.schema.org/AudioObjecthttp://www.schema.org/VideoObject
Embeds
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Books, Movies, Recipes, or other creative works.(note: each type has a separate schema)
http://www.schema.org/Bookhttp://www.schema.org/Moviehttp://www.schema.org/Recipe
Creative
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Google+Last question: Why bother with
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Why Google+?<article itemscope itemtype="http://schema.org/Article”>
<img src=“thumbnail.jpg” /><h1 itemprop=“name headline”>
<a itemprop=“url” href=“#”>Title</a></h1>
<p>by: <a href=“[plus-url]” itemprop=“author”>Author’s
Name</a></p><p>Published on <span itemprop=“datePublished”>Month, Date
Year</span></p><div class=“entry” itemprop=“articleBody”>
<p>Content</p></div><p class=“categories”>Categories: <span itemprop=“keywords”>
Cat 1</span></p></article>
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Google AuthorshipThis allows you to claim your
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Rich Text Snippit…which gets you a
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Verify Your EmailStep 1 (if your site and email address share a domain):
https://plus.google.com/authorship
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Link to Google+ ProfileStep 1 (if your have a Gmail or Outlook address):
<a href=“[profile-url]?rel=author”>Real Name</a>
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Link to Site in Google+Step 2
…under “Contributes To…”
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Questions?
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Thanks!
Twitter: http://www.twitter.com/studionashvegas/Google+: http://plus.google.com/+MitchCanterFacebook: https://www.facebook.com/mitchcanterspeaksURL: http://www.binarychurch.comDesign: http://www.studionashvegas.com