Upload
dia-oc-media-housal
View
827
Download
0
Tags:
Embed Size (px)
Citation preview
Microformats & Schema.org
Real life Use Cases
Richard Baxter | CEO, SEOgadget Daniel Butler | Senior SEO Consultant
Tweet with webinar attendees:
#websieure
Technical problems or feedback:
Please email [email protected]
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
What’s structured data?
I like it. What is it?
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
You’ll recognise this
Businesses and organisations can easily markup their addresses with hCard – there are really only a few key properties in hcard required to do this
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
And this…
“Wow – I’m so delighted with my new Dualit toaster – arrived really quickly, too – thanks”
Rated: 5/5
Reviews are a hugely popular type of data…
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
And, this?
Matt CuttsPrincipal EngineerGoogle Inc
+1 650-253-0000
You can mark up information in a webpage about a person using hcard, too. The additional attributes defined by the XFN properties (friend, contact and
acquaintance) can be included, too.
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
And this?
Om nom nom
That’s a recipe, for a delicious banana cake, with frosting…
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
The problem with information
VenueCountry
Zip Code
Name
Even the most advanced information retrieval techniques can do with a hand recognising data
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
This is a cake.
*May not be “Best Ever” banana cake – my girlfriend’s banana cake is the best, and she says it’s all about Nigella Lawson
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
<div class="hrecipe">
<h2 class="fn">Recipe: <a class="url" href="http://www.nigella.com/recipes/view/banana-cake-3734">Banana Cake</a></h2>
<p class="summary"><strong>Summary</strong>: <This cake recipe is from the 1940s that was put together by the Women's Auxiliary in Alice Springs…</em></p>
<div class="ingredients">
<h3>Ingredients</h3>
<ul class="ingredients">
<li class="ingredient">1 cup sugar </li>
<li class="ingredient">1&1/2 cups self raising flour</li>
<li class="ingredient">1/2 cup butter </li>
<li class="ingredient">2 eggs</li><li class="ingredient">2 eggs</li>
</ul>
</div>
<div class="instructions">
<h4>Instructions</h4>
<li>Use a food processor Pre heat oven to 160C / gas mark 3 Add all ingredients and blend until well mixed Pour into lined loaf tin Bake for 1 hour Cool and enjoy If you are a nut lover, once ingredients are blended add 60g chopped walnuts and blend in to the mixture</li>
</div>
<p class="duration"><span class="hrlabel">Cooking time (duration): </span><span class="hritem">90</span></p>
<p class="yield"><span class="hrlabel">Number of servings (yield): </span><span class="hritem">8</span></p>
Posting on SEOgadget:
https://seogadget.co.uk/microformats-mark-up-your-recipes-online-with-hrecipe/
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
class="ingredient"
class="cooktime"
Check out Google Recipe search as a (in my opinion) an excellent example of a search UI driven by structured data…
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Microformats are everywhere
- rel=“me”
- rel=“author”
Matt Cutts was a contributing author to the rel=“nofollow” elemental Microformat spec back in 2005… Rel=“me” has been around in XFN since forever
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
And can be used to get extra space in the SERPS
Patrick at Blogstorm wrote about this: http://www.blogstorm.co.uk/google-testing-phone-numbers-h1-tags-in-rich-snippets/
class=“fn org url”
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
But they can be lost
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
This is very difficult to filter out, but Google are asking for spam reports specifically related to rich snippets spam
Single listings
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
They have a strong impact on CTR
Our rich snippet, transactionally worded variation won at 26.32% CTR in 2nd place, compared to
21% without
Check out: https://seogadget.co.uk/understanding-how-intention-influences-search-result/
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
What are Microformats?
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Here’s some information on a webpage…
To you and me, blocks of text such as addresses look like addresses, we recognise them easily.
Rating:
Review by: Sarah
“OMG! That was like, the best lunch
I ever had! Awesome!”
“A World of Welsh Lamb”
Wednesday, 6 October 12:00 - 14:00
Leadenhall Market
45-52 Leadenhall Market,
City, EC3V 1LR
Business
Location
Review
Event
Yep. Just a bit of
text. Nothing to see here…
The Pizza Shop
123 Fake Street
Faketown
Fakeshire
FA12 KE1
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
What are Microformats?
Aha! You mean The Pizza Shop
over on Fake StreetContact details
The Pizza Shop
123 Fake Street
Faketown
Fakeshire
FA12 KE1
<div class="vcard">
<span class="fn org">The Pizza Shop</span>
<div class="adr">
<span class="street-address">123 Fake Street</span>,
<span class="locality">Faketown</span>,
<span class="region">Fakeshire</span>.
</div>
</span>
Phone: <span class="tel">123-456-789</span>
<a href="http://pizzaexample.com/"
class="url">http://pizzaexample.com</a>
</div>
hCard is used for understanding address data in reviews and events
Local citations / address data for Google place pages
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
<span class="adr">
<span class="street-address">221-222 Shoreditch High Street</span><br>
<span class="locality">London</span><br>
<span class="postal-code">E1 6PJ</span><br>
<span class="country-name">UK</span><br>
Check out the hcard address markup on our homepage
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
That Pizza restaurant must be
great! Review
<div class="hreview">
<span class="item">
<span class="fn">The Pizza Shop</span>
</span>
Reviewed by <span class="reviewer">Sarah</span> on
<span class="dtreviewed">
Jan 6<span class="value-title" title="2009-01-06"></span>
</span>.
<span class="summary">A great place to eat!</span>
<span class="description">OMG! That was like, the best lunch
I ever had! Awesome!</span>
Rating:
<span class="rating">5.0</span>
</div>
Rating:
Review by: Sarah
“OMG! That was like, the best lunch
I ever had! Awesome!”
hReview - Used for: rich snippets in organic search results https://seogadget.co.uk/using-hreview-microformat-on-your-review-page/
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Techradar use hreview in the reviews page markup – and the rich snippet testing tool is aware of their open graph implementation, too.
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Mmmmm…
Welsh Lamb. I’ll be there!
(om nom nom nom)
Event
<div class="vevent">
<a href=“../london/event/a-world-of-welsh-lamb-670246/"
class="url summary">A World of Welsh Lamb</a>
<span class="description">Mmmm delicious. Every
Wednesday for six weeks Leadenhall Market
is becoming a shrine to the deliciousness of Welsh
lamb...</span>
<span class="dtstart"> 12:00 <span class="value-title"
title="2010-10-06T1200Z00"></span></span>
<span class="dtend">14:00<span class="value-title"
title="2010-10-06T1400Z00"></span></span>
<div class="location vcard">
<span class="fn org">Leadenall Market</span>,
<span class="adr">
<span class="street-address">45-52 Leadenall Market</span>
<span class="locality">London</span>,
<span class="postal-code">EC3V 1LR</span>
</span>
“A World of Welsh Lamb”
Wednesday, 6 October 12:00 - 14:00
Leadenhall Market
45-52 Leadenhall Market,
City, EC3V 1LR
hCalendar: Used for rich snippets in organic search results http://www.seomoz.org/blog/markup-events-hcalendar-microformat
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
class=“dtstart” class=“summary” class=“fn org”
class="geo adr" title="52.575813;-0.244033“
class=“locality”
Ents 24 have a very complete integration including the geo coordinates on “geo adr”
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Schema.org
Shiny, awesome and 100% made by search engine staffers
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
What is Schema.org?
More on Schema: http://www.seomoz.org/blog/schema-examples
Structured data + Extended Vocabulary
<div itemscope itemtype=“http://schema.org/Product”>
Microdata
Microformats
RDFa
Schema.org
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Schema.org by Type
Schema.org
Creative works
Article
Blog
Book
ItemList
Map
MediaObject
Movie
MusicPlaylist
MusicRecording
Painting
Photograph
Recipe
Review
Sculpture
TVEpisode
TVSeason
TVSeries
WebPage
WebPageElement
Event
Intangible
Job posting
Language
Offer
Quantity
Geo Coordinates
Organisation
Educational org
Government org
Local Business
Person
Product
Place
City, Country, State
Civic Structure
Landform
Landmarks
Local Business
Residence
http://schema.org/docs/full.html
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
A working example of Product vocabulary on Ebay.com
Ebay
<div itemscope itemtype="http://schema.org/Product">
<img src="http://i.ebayimg.com/t/Logitech-Revue-Google-TV/23/!!d-4vB!!mM~$(KGrHqZ,!mEEy+jCzGFUBM87bKTK1g~~_35.JPG"
alt="Logitech Revue With Google TV" itemprop="image">
<div class="pnr-txt" itemprop="description">The Logitech Revue is a media streamer with Google TV, which serves
as a complete entertainment system. With its Ethernet Interface, this Logitech Smart TV allows you to downl</div>
<a itemprop="aggregateRating" itemtype="http://schema.org/AggregateRating" href="#pbe-rvws">
<span itemprop="ratingValue" content="4"></span>
<span itemprop="ratingCount" content="80"></span>User reviews <span itemprop="reviewCount">80</span>
<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer">
New<span itemprop="price">$149.98</span>
<span itemprop="priceCurrency" content="USD"></span></div>
<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer">New: other
<span itemprop="price">$79.99</span><span itemprop="priceCurrency" content="USD"></span></div>
AggregateRating Product > Offers
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
A working example of TVSeries vocabulary on IMdb
IMdb
<div id="content-2-wide" class="redesign" itemscope itemtype="http://schema.org/TVSeries">
<img src="http://ia.media-imdb.com/images/M/MV5BMTkxNTI1NTI3NF5BMl5BanBnXkFtZTcwMjA2MDU1MQ@@._V1._SY317_.jpg"
alt="Heroes Poster" title="Heroes Poster" itemprop="image" />
<h1 class="header" itemprop="name">
Heroes
<span>(II)</span>
<span class="tv-series-smaller">(TV Series 2006–2010)</span>
</h1>
<div class="star-box giga-star" itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">7.1</span>/<span itemprop="bestRating">10</span>
<span itemprop="ratingCount">34,156</span>
<p itemprop="description">
They thought they were like everyone else... until they woke with incredible abilities.
</p>
<a href="/name/nm0171059/" itemprop="actors">Jack Coleman</a>, <a href="/name/nm0659363/" itemprop="actors">Hayden Panettiere</a>
and <a href="/name/nm0893257/" itemprop="actors">Milo Ventimiglia</a>
AggregateRatingTVSeries > actors
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
A working example of Movie vocabulary on Rotten Tomatoes
Rotten Tomatoes
<body id="" itemscope itemtype="http://www.schema.org/Movie" >
<img src="http://content8.flixster.com/movie/10/93/37/10933762_det.jpg" alt="Inception" title="Inception" itemprop="image" />
<h1 class="movie_title"><span itemprop="name">Inception (2010)</span></h1>
<meta itemprop="awards" content="Certified Fresh" />
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">86</span>
<meta itemprop="bestRating" content="100" />
<meta itemprop="worstRating" content="0" />
Reviews Counted: <span itemprop="reviewCount">281</span><br />
<span itemprop="contentRating">PG-13</span>
<a href="/movie/browser.php?movietype=1&genre=9"><span itemprop="genre">Drama</span></a>,
<a href="/movie/browser.php?movietype=1&genre=1"><span itemprop="genre">Action & Adventure</span></a>,
<a href="/movie/browser.php?movietype=1&genre=13"><span itemprop="genre">Mystery & Suspense</span></a>,
<a href="/movie/browser.php?movietype=1&genre=14"><span itemprop="genre">Science Fiction & Fantasy</span></a>
<p itemprop="director" itemscope itemtype="http://schema.org/Person">
<a href="/celebrity/christopher_nolan/" itemprop="url"><span itemprop="name">Christopher Nolan</span></a></p>
Movie > director
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
MySpace
<div id="ProfileMusicPlayer" itemscope itemtype="http://schema.org/MusicGroup">
<li data-songId="75405428" itemprop="tracks" itemscope itemtype="http://schema.org/MusicRecording">
<span itemprop="name">Pyro</span>
<meta itemprop="duration" content="PT4M10S" />
<meta itemprop="url" content="http://www.myspace.com/music/player?song=..." />
<meta itemprop="inAlbum" content="Come Around Sundown" />
<meta itemprop="interactionCount" content="UserPlays:152270" />
A working example of Music Group vocabulary on MySpace
MusicGroup
MusicRecording
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
TicketMaster
<div itemscope itemtype="http://schema.org/MusicGroup">
<h1 itemprop="name">Red Hot Chili Peppers Tickets</h1>
<h2 class="txt16" itemprop="description">Red Hot Chili Peppers Tickets and Concert Dates</h2>
<tr itemprop="events" itemscope="itemscope" itemtype="http://schema.org/Event">
<time datetime="2012-03-29T19:30:00-04:00" itemprop="startDate"></time>
<span itemprop="location">
<a class="event" href="http://www.ticketmaster.com/Tampa-Bay-Times-Forum-tickets-Tampa/venue/106710">Tampa Bay Times Forum </a>
</span>
<span itemprop="name description">Red Hot Chili Peppers</span>
<a itemprop="url" href="http://www.ticketmaster.com/event/0D004777AD0E7D5A?artistid=848229&majorcatid=10001&minorcatid=60">
Find Tickets</a>
A working example of Event vocabulary on TicketMaster
Event
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Recipes
<div itemscope itemtype="http://data-vocabulary.org/Recipe”><h1 itemprop="name">Soft Chicken Tacos</h1>
<img itemprop="photo" src="http://img4.myrecipes.com/i/recipes/ck/06/09/chicken-tacos-ck-1227897-l.jpg" />
<p itemprop="summary"><p>Forty percent of WOW's cafeteria sales...</p>
<span itemprop="yield">4 servings (serving size: 3 tacos)</span>
<ul itemprop="nutrition" itemscope itemtype="http://data-vocabulary.org/Nutrition">
<li>Calories:<span itemprop="calories“>329</span></li>
<li>Fat:<span itemprop="fat“> 12.5g</span></li>
<li>Saturated fat:<span itemprop="saturatedFat“>3.5g</span></li>
<li itemprop="ingredient" itemscope itemtype="http://data-vocabulary.org/RecipeIngredient">
<span itemprop="amount">1 teaspoon</span><span itemprop="name"> chili powder</span><span itemprop="preparation"></span></li>
<li itemprop="ingredient" itemscope itemtype="http://data-vocabulary.org/RecipeIngredient">
<span itemprop="amount">1/2 teaspoon</span><span itemprop="name"> salt</span></li>
<ol itemprop="instructions“><li>Prepare grill...</li></ol>
<span itemprop="author">Cooking Light</span>
<span itemprop="published">SEPTEMBER 2006</span>
<span itemprop="recipeType">Main Dishes</span>
<span itemprop="recipeType">Mexican</span>
<span itemprop="recipeType">Poultry</span>
Oh wait, where’s the schema here!
Recipe > calories
Recipe > ingredient
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Breadcrumb
<body itemscope itemtype="http://schema.org/WebPage">
<div id="breadcrumb-nav" itemprop="breadcrumb">
<strong>You are here:</strong>
<a href="/">Home</a> >
<a href="/type/">Used Cars</a> >
<a href="/type/used-Audi/ ">Used Audi</a> >
<a href="/type/used-Audi/A3/ ">Used Audi A3</a>
2011 Audi A3 Black 5dr
</div>
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Tools
• Schema-creator.org
• hRecipe helper for Chrome
• Microformats for Chrome
• Microdata Tool
• Bing WMT
• Google’s Rich Snippets Testing Tool
• Quixapp.com
http://www.seomoz.org/blog/exploring-the-new-features-in-bing-webmaster-tools
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Should I do this stuff?
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
“Sites with structured markup will appear in the results of more queries, rank better than
non-structured web pages for those queries, and have a greater visibility both in linked
and "direct answer" verticals.”
Read this SEOSkeptic post
Enjoyable read - http://www.seoskeptic.com/deciphering-googles-semantic-search-intentions/
Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel
Q+A Time!
@seomoz & @SEOgadget
www.ngocthuy.org
http://www.ngocthuy.org/vi/googleseo/