structured data and schema.org: the hair metal edition

Structured Data – The 80s Hair Metal EditionMatthew J. Brown - Moz - @MatthewJBrown

Remember REO Speedwagon?

Remember 10 blue links?

THAT WASN’T VERY METAL

So now we’ve got SERPs that ROCKKKK

Structured data allows big sites to buy ‘beachfront property’

And also allows smaller players to snatch up real estate

Big sites: Ahead of the game bit.ly/HQraE9

Almost 75% of the Top 100 sites in Alexa contain structured data markup

Over the Top 1 Million sites in Alexa, that drops to 20%

But the game changes all the time

The (updated) basics

Schema.org, Twitter Cards, Authorship, Open Graph(all of these and more covered by @ipullrank here: bit.ly/11cwNBU)

Image markup: Open Graph

Open Graph Tagshttps://developers.facebook.com/docs/opengraph/

Keep a lookout for new Open Graph actions: bit.ly/Zxop33

Yandex is using Open Graph create interactive “Islands”

Gmail is supporting ‘Actions in the Inbox’ with Schema.org

Twitter Cards

Twitter Cards: https://dev.twitter.com/docs/cards

Keep a lookout for new channels using data markup(Pinterest’s Rich Pins: bit.ly/12oiJoe)

Schema.org Step 1 - RTFM! bit.ly/1aFaoV2

“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.”

Schema.org Step 2: Prioritize bit.ly/xWKwcU

Schema.org Step 3: Competition

Nerdy Data

Schema.org Step 4: Validate - bit.ly/1aFaoV2

Schema.org Step 5: Keep track of changes to this WMT page: http://bit.ly/105kY02

Schema.org Step 6: The rich snippets Hail Mary:http://bit.ly/yZ8vkb

Let’s get Semantic

Hummingbird

Deeper Dive on Hummingbird from Aaron Bradley (http://bit.ly/1aLpw0a) and AJ Kohn (http://bit.ly/1cXragb)

Source: SEOSkeptic

It’s not just about links anymore

Go all in with markup

Semantic SEO = Entities

Semantic SEO = Relationships

http://conceptnet5.media.mit.edu/

ConceptNet

http://conceptnet5.media.mit.edu/

Alchemy API

What did we learn from the 80s?

Sometimes, the party is over

Google is the grunge of search

They’re taking over lots of the good stuff

Way more

Displacing entire verticals

Sometimes without structured data

Have a plan to survive

Our brave new mobile world

Mobile + Desktop BFFs

Plan for mobile/table traffic

Use authorship to maximize domain authority

G+

Put G+ and Author Rank to work

http://moz.com/blog/using-google-plus-to-appear-in-the-top-results-every-time-whiteboard-friday

Author rank and G+

Can I be an “entity in the knowledge graph”? YES.http://www.greenlaneseo.com/blog/2014/02/optimize-now-entities-relationships/

Stryper says THANKS!

Email: mjb@moz.com Twitter: @MatthewJBrown