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An introductory guide to to structured markup for SEO (search engine optimization). Provides a brief overview of semantic web technologies, reviews the different types of structured markup (microformats, microdata and RDFa) consumed by Google and other search engines, and explores different which format is right for which topical domains. Because of its particular relevance for search engine optimization, the microdata vocabulary schema.org is the focus of examples. For accompanying notes and additional links see my blog post on this presentation: http://www.seoskeptic.com/getting-started-with-structured-markup-for-seo/
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Getting Started with StructuredMarkup for SEO
Aaron BradleyInternet Marketer, InfoMine Inc.
Three semantic web fundamentalsSeparating the presentation and data layers, triples and linked data
Before we dive in: it’s not based on RDF but…“Structured data” is old news, its benefits are obvious, and I bet you’ve used it
For the record: benefits of structured markupPublishers get rich snippets (with higher CTRs), and searchers get richer results
Different flavors of structured markupMicroformats, microdata and RDFa: variations on a theme
Which structured markup is right for you?The correct choice depends on your topical domain and current technologies
A quick word about likingFacebook’s Open Graph protocol is so widely used it shouldn’t be ignored
Should I bother? – Part I: Yes, obviouslyIf rich snippets are supported for your content, there are clear benefits
Should I bother? – Part II: MaybeStructured markup might be beneficial, even in the absence of rich snippets
Google Custom Search Google extracts data from structured markup that can be used to filter, sort and rank results in a Google Custom Search Engine
Proposed schema.org extensionsW3C maintains a list of proposals for schema.org. Types on this list may end up becoming part of the schema.org specification
Semantic spamAttempting to game the search engines is, as usual, likely to end in tears
Keeping up with the (semantic) JonesesReference sites, testing tools and people in the know
Sources of Information
schema.org
structured-data.org
Tools and validators
Rich snippets testing tool
Structured data linter
Schema creator from Raven
People to follow
@danbri
@mfhepp
@jaymyers
@matthewjbrown
Technologists: @manusporny ∙ @jenit ∙@gkellogg
Thanks!Hope you enjoyed the presentation – please say in touch!
Twitter: @aarangedWeb: seoskeptic.com