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2017 Update by Eric Enge

What’s New With Structured Markup?

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2017 Update by Eric Enge

What’s New With Structured Markup?

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ERIC ENGE, CEOSTONE TEMPLE CONSULTING

2016 Landy’s Search Marketer of the Year2016 US Search Awards Search Personality of the Year

Eric’s Studies Have Been Covered In:

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What is Structured Data?

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Definition of Structured Data

Structured data refers to any data that resides in a fixed field within a record or file. This includes data

contained in relational databases and spreadsheets

Source: Webopedia

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What is Schema.org?

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema

supported by major search engines. On-page markup helps search engines understand the information on web pages and

provide richer search results.

Source: Schema.org

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“If Google were to implement major search functions solely based on people implementing Schema correctly,

it would be a very empty search engine”

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Example for King Castle Hotel - Text

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Example for King Castle Hotel – No Schema

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Example for King Castle Hotel – With Schema

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But, There is a Difference in the Code

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And, Also in the SERP

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Google’s John Mueller

"One thing that you can do to test …. whether or not your site is high quality or

not is to do a site: query to look at the pages that were indexed, and if the site query

shows rich snippets in the search results, but the normal searches don't show it then

usually that's a sign that from a quality point of view we don't quite trust your site

perfectly yet.“

https://www.youtube.com/watch?v=EaSyuH2D7Mw&t=6m20s&t=6m20s

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Rich Cards

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Rich cards are a new Search result format building on the success of rich snippets. Just like rich snippets, rich cards use schema.org structured markup to display content in an even more engaging and visual format, with a focus

on providing a better mobile user experience.

https://webmasters.googleblog.com/2016/05/introducing-rich-cards.html

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Rich Cards Announced in May 2016

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Still Available

Only in the US

Expanded in November 2016

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Social Media Structured Data

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The Open Graph Protocol

“The Open Graph protocol enables any web page to become a rich object in a social graph. For instance, this is used on Facebook to allow any web page to have the same functionality as any other object on Facebook”

Source: ogp.me

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og:title - The title of your object as it should appear within the graph, e.g., "The Rock”.

og:type - The type of your object, e.g., "video.movie". Depending on the type you specify, other properties may also be required.

og:image - An image URL which should represent your object within the graph.

og:url - The canonical URL of your object that will be used as its permanent ID in the graph, e.g., "http://www.imdb.com/title/tt0117500/".

Required on Every Page

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OG:Image

OG:Title

OG:Description

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With No OG Tags• Image defaults to the post

featured image (but if no featured image was set in Wordpress, could be any random image from the post).

• Title is the post title • Description is just the first few

lines (truncated) of the post.

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Facebook Instant Articles

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Corresponding Web Page Must Have:• OG: Title• OG: Description• OG: Image

This Lightning Bolt Indicates an FIA

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Apple News

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OpenGraphTags

Schema

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Structured Data and AMP

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Google’s Accelerated Mobile Pages (AMP)

Supports:• Schema.org• JSON-LD• Microdata

• Open Graph• Twitter Card

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Topic Specific

Site Specific

Requires:• Article, NewsArticle,

BlogPosting, or VideoObject type

• image and logo information

If no structured data, your page will only show as a blue link

AMP News Carousels

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• Support Added: Nov 21, 2016

• Requires:• Restaurant list pages

in AMP HTML with ItemList markup

• Individual restaurant pages with Restaurant markup

Host-Specific Lists For

Restaurants

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Latest Updates on Structured Data

bit.ly/sdataeventsSource: Aaron Bradley

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GTIN

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Global Trade Item Numbers (GTIN)

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• Global Trade Item Number (GTIN) is an identifier for trade items• Used to look up product information in a database • Allows matching of a product in one database with the same

product in another database

Schema.orgExtension

Specific to e-commerce

Adds “many more detailed

properties”

What is GTIN?

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May 2016: GTINRequired for all

Google ShoppingProducts

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GTIN Recommended to Show Product Info in an Image Search

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Structured Data Testing Tool

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JSON-LD

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“JavaScript Object Notation… is an open-standard file format that uses human-readable text to transmit data objects consisting of attribute–value pairs and array data types ” (Wikipedia)

JSON-LD (Linked Data) uses JSON in a specific context to enable Linked Data, and is used by schema.org as a way to encode Structured Data.

JSON and JSON-LD

{“menu”: {“id”: “file”,“value”: “File”,“popup”: {

“menuitem”: [{“value”: “New”, “onclick”: “CreateNewDoc()”},{“value”: “Open”, “onclick”: “OpenDoc()”},{“value”: “Close”, “onclick”: “CloseDoc()”},

]}

}}

<script type=“application/ld+json”>{

“@context”: “http://schema.org”,“@type”: “PostalAddress”,“addressCountry”: “United States”,“addressLocality”: “Mountain View”,“addressRegion”: “CA”,“name”: “Google Inc.”, “postOfficeBoxNumber”: “1234”,“postalCode”: “94043”

}</script>

Sample JSON Sample JSON-LD, Including Script Tag

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Structured Data encoded in JSON-LD is placed in a SCRIPT block in the document HEAD.

• Separates the content from the document BODY.

JSON-LD Structured Data is not dependent on the HTML to be properly nested.

Improper nesting of Structured Data is a common mistake

Machines can read Structured Data content without parsing the entire document.

How is JSON-LD used for Structured Data?

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• Microdata can be added to a document by placing attributes in the pertinent HTML tags

• Familiarity with HTML is sufficient to implement Microdata• JSON-LD requires some amount of understanding of JavaScript or at least JSON

More complex from a coding standpoint

• Structured Data content exists both in the BODY HTML and in the HEAD HTML• Microdata turns the content in the BODY HTML into Structured Data

For most sites, JSON-LD requires duplicating data

What are the downsides of JSON-LD?

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Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge

ThankYou!

Stone Temple Consultingsales@stonetemple.com@stc_corp(508) 879-0995

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#SMX #22A1 @stonetempleYou Can Use This Space for A Subtitle

TITLE SLIDE ALTERNATIVE LAYOUT

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Use Impact Visuals Above, Move Presentation Title As Needed

TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE

(SWAP IN YOUR OWN AS NEEDED)