Schema and Open Graph 101 - SMX Munich
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Matthew Brown discusses semantic search engine optimization techniques. He defines semantic SEO as using semantic web technologies to send detailed page content meanings to search engines in a way computers can process. Brown recommends starting with Schema.org and Open Graph vocabularies and provides links to resources on structured data types, markup troubleshooting, and semantic web statistics. He also lists people involved in both SEO and semantic web fields.
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Schema and Open Graph 101 - SMX Munich
- 3. Matthew Brown Head of Special Projects SEOmoz Twitter: @MatthewJBrown Slideshare: MatthewBrownPDX http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
- 5. 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. Good definition of Semantic SEO: http://bit.ly/kUW0fJ
- 6. Schema: A specific vocabulary So what’s schema.org? Microdata? RDFa? http://www.seomoz.org/blog/schema-examples
- 7. There are many languages and vocabularies for structured data
- 8. To get started, focus on Schema.org and Open Graph
- 10. What types of rich snippets does Google support? bit.ly/xWKwcU
- 11. How do to each one? SEOGadget has you covered - http://bit.ly/13GqNVO
- 12. How do I troubleshoot rich snippets? http://bit.ly/105kY02
- 13. “If your site has very few pages, or very few pages with marked-up structured data, it may not be picked up by the rich snippets system.” There are non-obvious things you may need to troubleshoot
- 14. All else fails? Try Google’s mystery form: http://bit.ly/yZ8vkb
- 15. Rich Snippets can take up 30 days or more. Don’t panic. Study at: http://bit.ly/P6pF4n
- 16. Facebook: Open Graph Protocol @MatthewJBrown #SMX Munich
- 17. @Facebook Germany - #10 http://bit.ly/iaNZcP MatthewJBrown #SMX Munich
- 18. Use OG markup to optimize from start to finish
- 19. Everything just got bigger on FB - More Info!
- 21. New OG Action Opportunities - More info!
- 22. Twitter Cards - http://bit.ly/KoJJPx
- 23. Twitter Cards Apps and Links - http://bit.ly/XWvyn9
- 25. .com Breadcrumbs (Competition: Easy)
- 26. .de Breadcrumbs (Competition: Very Easy)
- 27. .com Recipes (Competition: BRUTAL)
- 28. .de Recipes (Competition: low)
- 29. .com Events (Competition: Medium)
- 30. .de Events (Competition: Medium)
- 31. .com Products (Medium) – Reviews: (Hard)
- 32. .de Products (Easy) – Reviews: (Medium)
- 34. Only 1,620 domains using Schema for hotels! 655 for restaurants, 435 for auto dealers
- 35. Want to check semantic markup stats? http://sindice.com/stats/basic-stats/
- 36. Yes. We’ve seen up to 70% growth in CTR
- 38. Structured Data Testing Tool - http://bit.ly/tKrxY
- 39. Structured Data WMT Data is solid
- 41. Schema Creator from Raven: http://schema-creator.org/
- 42. Wordpress Schema plugin from Raven: http://wordpress.org/extend/plugins/schema-creator/
- 43. The Good Relations blog for ecommerce markup: Bookmark This!
- 44. Sindice.com – Semantic web search engine
- 46. Raven has an excellent schema.org guide here: http://raventools.com/blog/an-seos-guide-to-schema-org/
- 48. Semantic SEO Follow List Folks 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 who have both search and semantic backgrounds
- 49. Semantic Tech Pros Semantic 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/i/#!/aaranged/semantic-web - Like tapping into the Matrix of semantic tech information. People building semantic tech tools and standards