735-BruemmerPaul

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Seman&c SEO TrackSchema 201: Real World Markup For Success

Kick off with a quick overview Importance of Schema on Local Pages Examples of Local Place Syntax Importance of using automa&on to inject markup

Speaker: Paul J Bruemmer - Founder, Managing Partner

Execu&ve Consultant Enterprise SEO/SEM, Seman&c SEO TechnologistDigital Asset Op&miza&on, Industry Columnist SpeakerEduca&onal Curriculum Development

Phone: 619-517-5127 Email: [email protected]


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What is Seman;c SEO?Vocabularies and Syntax for Structured Data

Sending detailed informa&on about the meaning of your page content to search engines andother data consumers in a way that can be easily processed by computers.

Source: hZp://&nyurl.com/9be6hwx

VocabulariesThese are two, there are many more

SyntaxThese are the most popular

microdata

Seman&c Markup


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Organiza&on of Schemas:hZp://schema.org/docs/schemas.html


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Schema Inherits Proper&es Using RDF/XML Format in a Hierarchy

Where a local business lives Protg displays all of the above proper&es it inherits


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A Local Business is an Organiza&on AND a PlaceHence data aggrega&on in SERP results

Local Business

It is logical a business isan Organiza&on and a Place


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Schema.org Hierarchy for PLACE


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Google Announced Its Algo Change Nov. 14 2011Source: hZp://insidesearch.blogspot.com/2011/11/ten-recent-algorithm-changes.html

This change helps uschoose more relevant textto use in snippets. As we

improve our understandingof web page structure, weare now more likely to picktext from the actual pagecontent, and less likely touse text that is part of a

header or menu.

Matt Cutts

IMPORTANT FOR SEOS -- Rich Snippets exploit Seman&c Markup.Once consumed by search engines becomes Structured Data e.g.,Structured Data Dashboard (Rich Snippets Tes&ng Tool)


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What is Google Doing!?

Google is aggrega;ng contentso you beZer have your pagesmarked up beforehand in orderto leverage the increase in CTR


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ARE YOU GETTING THIS!?

Google is usingStructured Markup(microdata) forrelevance to enhancelocal user experience


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Tests have shown a30% increase inorganic search-engine traffic to websites using

Microdata or similartechnologies.

Adding Microdata to the HTML of webpages allows all the major searchengines to immediately understand the meaning of the contentSource: hZp://seman&cweb.com/webnodes-launches-new-version-of-cms-with-schema-org-support_b24422


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There is preliminaryevidence that search

results withrespective extensions

get a 30% higherclick-through rate

(CTR) .

Updated 07/23/2011 Google Announced it Supports GoodRela&ons VocabularySource: hZp://support.google.com/webmasters/bin/answer.py?hl=en answer=146750


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Local Business Microdata Generator: hZp://microdatagenerator.org/


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Using Automa&on to Inject Local Seman&c Markup is an SEO Best Prac&ceSource: hZp://www.rioseo.com/seo-automa&on-solu&ons/automated-local-seo-search-solu&ons/


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Using Automa&on to Inject Local SEO Best Prac&cesSource:hZp://www.rioseo.com/seo-automa&on-solu&ons/automated-local-seo-search-solu&ons/

Maps

Store

Domain

City


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Seman;c Markup

VocabulariesThese are two, there are many more

SyntaxThese are the most popular

microdata

Seman&c Markup

All your business data and digital content becomes easily accessible Business data is rich media video content, product reviews and ra&ngs, loca&on and contact

informa&on, business specialty details, special offers, product informa&on, medical data and the listgoes on and on.

Accessible to machine readable search engines, web applica&ons, in car naviga&onsystems, tablets, mobile devices, Apple maps, SIRI, Yelp maps and all computers. It is alsoconsumed by Linked Open Data.

Markup presents your business data like chocolate to a Search Engine, they love it and EAT IT UP! Search engines understand it and know how to aggregate it for a BETTER USER EXPERIENCE. Search Engines use structured data to display and BOOST CTR IN THE SERPS.


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Seman&c SEO TrackSchema 201: Real World Markup For Success

Speaker: Paul J Bruemmer - Founder, Managing Partner

Execu&ve Consultant Enterprise SEO/SEM, Seman&c SEO TechnologistDigital Asset Op&miza&on, Industry Columnist SpeakerEduca&onal Curriculum Development

Phone: 619-517-5127 Email: [email protected]

Seman;c SEO is now an SEO Best Prac;ce. Paul J. Bruemmer SMX East October 3, 2012

Seman&c SEO is the injec&on of seman&c markup into web pagesto enhance the meaning of your domain and web pages, so theycan be easily processed by machines e.g., computers.

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