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/
Yandex is using Open Graph create interactive “Islands”
Gmail is supporting ‘Actions in the Inbox’ with Schema.org
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 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
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/
