Schema in 2016Taking Advantage of An Expanding Frontier

@CarrieHill

Schema is a VocabularySchema is one of multiple markup languages

@CarrieHill

Schema is not a bandaidSchema is not a game

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Schema vs. Rdfa vs. Json vs. Good Relations vs. Microformat

@CarrieHill

Semantic Markup Adoption Rates5 years ago - about 3% of websites were using any form of sematic markup.

In Winter of 2013 - Webdatacommons released data that supported a 25% adoption rate

2011

2015

http://webdatacommons.org/structureddata/2013-11/stats/stats.html

@CarrieHill

Approx 50% of the Available markup types or objects are actually being observed as implemented

June 2015, Musel, Bizer and Paulheim - University of Mannheim

@CarrieHill

What Schema Does for You

Better Indexing & Comprehension from Google &

Bing

Richer, more Visible Search

presence

Benefits beyond Search Engines

Competitive Advantage

@CarrieHill

Better Indexing & Comprehension

If Google can understand it - they are more likely to show it.

@CarrieHill

Richer More Visible Search Presence

Knowledge Graph, Answer Box, Sitelinks, Reviews, Product Markup - Enhanced listings in the search engines are more visible.

@CarrieHill

Benefits Beyond Search Engines

Sites outside of Search Engines use Schema - Pinterest is a big one. They use Schema and OpenGraph to Display Additional Information

@CarrieHill

Competitors either a) don’t have the skill or foresight to implement it; or b) are too cocky to think they need it

Competitive Advantage

@CarrieHill

Search Engines are becoming Answer Engines - but Schema is not necessarily feeding the Answer Box

@CarrieHill

How it works

Identify Opportunities

Match Content with Available Item Types & Objects within Schema

Markup Data

Use a markup tool, or a text editor to wrap that content in markup

Validate

Always Validate. Copy in your code, implement, then copy in your url to check it again.

@CarrieHill

ExamplesWhere Can You Benefit?

Local Business NAP Data

Name

Address

Phone

URL

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Get Specific

Pick a more specific Type from Schema.org if appropriate - these types can afford some additional markup within that category.

Restaurants > Takes Reservations? Cuisine Type? Price Scale?

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Get Specific

Extend it

Open HoursToll Free #Fax #Email AddressLogoRatingsReviewsMenusProductsServices

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Google Now

From Apps From Website From Email

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Google Now - Develop Your Own Markup

@CarrieHill

Extend Schema with additionalType & ProductOntology.org

You can combine a Schema.org/additionalType with additional “types” from ProductOntology.org.

If there’s a wikipedia page - you can create an additionalType in Schema.org

@CarrieHill

Extend Schema with additionalType & ProductOntology.org

@CarrieHill

New in Schema 2.1 - 2015.08.16

Added new types LiveBlogPosting, SocialMediaPosting, and DiscussionForumPosting, alongside supporting properties.

Broadened domain of parentOrganization to allow any Organization, rather than onlyLocalBusiness. Noted parentOrganization and subOrganization as inverses.

Coming in Schema 2.xAdding GeoRadius, GeoCircle and GeoMidpointDeprecating “ProfessionalService” and listing all as just “Service”

http://sdo-phobos.appspot.com/docs/releases.html#sdo-phobos

@CarrieHill

Get Involved

Subscribe to the W3C Schema Mailing listhttps://lists.w3.org/Archives/Public/public-html-data-tf/

Stay up to date with Changes and Discussions, or ask questions and make suggestions

http://sdo-phobos.appspot.com/docs/releases.html#sdo-phobos

@CarrieHill

Thanks

Questions? Comments?

I’d love to connect – find me on:Facebook.com/carrie.hill1

Twitter.com/CarrieHill

Carrie@ignitordigital.com

@CarrieHill