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Presentation at September event for SEMPDX in Portland OR. Covering the latest on structured data markup, Open Graph, Schema.org and data markup for SEO.
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Structured Data and Semantic SEO
Matthew BrownSEMPDX Sept 2012
Image credit: http://www.flickr.com/photos/jdhancock/
Matthew BrownSlideshare: MatthewBrownPDXTwitter: @MatthewJBrown
matthew@audiencewise.com
http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
@MatthewJbrown
Definitions
Good definition of Semantic SEO: http://bit.ly/kUW0fJ
Semantic Search Engine Optimization (Semantic SEO) is the use of techniques from the Semantic Web technology stack for: 1.sending detailed information about the meaning of your page content to search engines and other data consumers,
2. in a way that can be easily processed by computers.
Other notable parts of the ‘Semantic Web Technology Stack’
Structured Data = Data organized by a markup language and a vocabulary. Can be organized and searched by machines.
Linked Data = Publishing structured data so it can be accessed at a URI
RDF = Resource Definition Framework. This is a data model that establishes entity relationships using ‘triples’
Semantic Web = The web of globally accessible, interlinked data entities
Example of RDF triples describing entities. This is how semantic web data is defined.
http://www.seoskeptic.com/seo-semantic-web/Great overview of the Semantic Web here
So what’s schema.org? Microdata? RDFa? Good primer here: http://www.seomoz.org/blog/schema-examples
Schema: A specific vocabulary
Choose your weapon. Which language and vocabulary fits your situation?
There are many languages and vocabularies for structured data. Schema is just one.
@MatthewJbrown
Current Status of “semantic SEO”: Google, Bing, Facebook
@MatthewJbrown
Google is doing more displacing of organic results. Deal with it: mark up your data (and not just for Google)
OUCH!
Rich snippets are everywhere now, even spammy ones
There are more options everyday to increase SERP real estate
Rich Snippets can take up 30 days or more. Don’t panic.Study at: http://bit.ly/P6pF4n
Track CTR changes for keywords that get rich snippets to measure ROI
Google Knowledge Graph
Look for what markup gets into Knowledge Graph
Knowledge Graph Carousel (for ‘multiple’ searches like albums)
There are multiple sources in the carousels as well
Markup type: (Keep a running spreadsheet)
@MatthewJbrown
Open Graph
Just about every ‘entity’ under the sun is in Facebook’s graph
Open Graph: Huge graph of semantic data. HUGE.
Guardian’s FB traffic eclipsed Google traffic at one point: http://bit.ly/GFo3sg
Wonder why services like Socialcam and Viddy suddenly exploded?
http://developers.facebook.com/docs/opengraphprotocol/
Protip: Use Open Graph Markup in addition to schema, etc.
Open Graph
Schema
Using OG can control how your snippets, images, and description appears in Facebook and other networks
@MatthewJbrown Tools
Webmaster Tools now provides basic structured data stats
Facebook Object Debugger: http://developers.facebook.com/tools/debug
Mat Clayton (CTO of Mixcloud) on Slideshare: http://www.slideshare.net/matclayton
Wordpress Schema plugin from Raven:http://wordpress.org/extend/plugins/schema-creator/
Drupal has functionality to consume and publish RDF data. Guide to getting up and running at: http://semantic-drupal.com/
Rich Snippets Bookmarklet: http://www.blindfiveyearold.com/rich-snippets-testing-tool-bookmarklet
Bing Webmaster Tools Markup Validator
http://linter.structured-data.org – Industrial Strength Structured Data Display
Sindice.com – Semantic web search engine. Good way to see what sites are doing with linked data
@MatthewJbrown
Linked Data tools for content marketing
Point Blank SEO’s guide to data visualizations: http://pointblankseo.com/visualizations
http://richard.cyganiak.de/2007/10/lod/lod-datasets_2011-09-19_colored.html - Linking Open Data Cloud
Linked Data datasets – current best source: http://www.w3.org/wiki/TaskForces/CommunityProjects/LinkingOpenData/DataSets
Dbpedia is Wikipedia in Linked Data specification. Outputs are JSON/XML/RDF.
PoolParty has a Wordpress plugin to import Linked Data as tooltips:http://wordpress.org/extend/plugins/poolparty-thesaurus/screenshots/
LODSPeaKr – Simple Publishing Kit for Linked Data - http://alangrafu.github.com/lodspeakr/
@MatthewJbrown
Reading Materials/Resources
Raven has an excellent schema.org guide here: http://raventools.com/blog/an-seos-guide-to-schema-org/
Good Relations has several great Q+A sites and a FAQ:http://wiki.goodrelations-vocabulary.org/FFAQ
Great primer to RDFa in HTML5 and Linked Data:
Learn what entities are.http://justinbriggs.org/entity-search-results-the-on-going-evolution-of-search
http://www.youtube.com/watch?v=KuAaa6lZxAU
Proposed schemas: http://www.w3.org/wiki/WebSchemas/SchemaDotOrgProposals
There’s a ton of resources on the web to get you started
http://learnlinkeddata.com/articles Linked Data Primer – Start Here
http://www.ibm.com/developerworks/library/x-disprdf/index.htmlIBM Developer Works tutorial on how to combine data
Reading List
http://searchnewscentral.com/20110207129/Technical/rdfa-the-inside-story-from-best-buy.htmlInterview with Jay Myers, Lead Development Engineer for Best Buy
http://www.w3.org/2011/Talks/0607-SemTech-RDFa-IH/Talk.pdfGreat intro to RDFa and highlights Best Buy, Overstock, Examiner.com
http://semanticweb.com/introduction-to-rdf_b17953 - Dead simple intro to RDF and associated vocabularies and tools. SemanticWeb.com rules.
People who have both search and semantic backgrounds
Semantic SEO Follow ListFolks who have some SEO/Semantic Web crossover:
Aaron Bradley - @aaranged – Hands down the best curator of semantic happenings on the SEO side. When he blogs at http://www.seoskeptic.com it’s not to be missed.
Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens to be speaking at the Semantic Web 2012 conference
Sean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionally for http://www.semanticweb.com
Jay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’s the man responsible for Best Buy’s 30% CTR increase with rich snippets.
Dan Brickley - @DanBri – Schema.org outreach for Google, works on proposed Schema.org specs
People building semantic tech tools and standards
Semantic Tech ProsSemantic Tech Folks who are very smart and say things I don’t get:
Martin Hepp- @MFHepp– Heads up Good Relations, which is the most extensive vocabulary for e-commerce data
Manu Sporny - @ManuSporny – Leader of the W3C working group for RDF. The man leading the charge for the RDF spec.
Lin Clark - @LinClark – Works on the linked data/RDF integration for Drupal. Codes neat linked data things for Drupal.
Gregg Kellogg - @Gkellogg – Semantic Web Developer of all trades. Wrote the Structured Data Linter.
Aaron Bradley’s gigantic Semantic Twitter Group: https://twitter.com/#!/SemanticWeb/semanticweb100 - Like tapping into the Matrix of semantic tech information.
Thank you!Slideshare: MatthewBrownPDXmatthew@audiencewise.com
twitter: @matthewjbrown
LinkedIn: MatthewBrownPDX
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