schema in 2016 - a new frontier - carrie hill - pubcon
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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
@CarrieHill
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
@CarrieHill
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?
@CarrieHill
Get Specific
Extend it
Open HoursToll Free #Fax #Email AddressLogoRatingsReviewsMenusProductsServices
@CarrieHill
Google Now
From Apps From Website From Email
@CarrieHill
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
@CarrieHill