knowledge graphs and rich snippets - pubcon 2016 - carrie hill
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#pubcon@CarrieHill
Knowledge PanelsRich Snippets
Semantic MarkupThe Evolution of Search Results and How to Take Make it Happen
for your Business
Carrie HillCo-Founder - IgnitorDigital.com
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Semantic Markup is not a Bandaid
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What’s New in the World
8/9/16 - ‘make make’5/4/16 - ‘deimos’
11/5/15 - ‘phobos’http://schema.org/docs/releases.html
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Latest Schema Release - ‘makemake’ Added substantial vocabulary for hotels and related accommodation, alongside a dedicated documentation page. http://schema.org/docs/hotels.html
LodgingBusinessAccommodation
HouseApartmentCampingPitc
hRoomSuite
starRating
amenityFeatureLocationFeatureSpecificationfloorSizepermittedUsagepetsAllowedcheckinTimecheckoutTime
New vocabulary includes:
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‘deimos’ & ‘phobos’ HighlightsAdded:• Language around restricted diets - suitableForDiet, RestrictedDiet
• Schema.org entries for Monday-Friday and PublicHolidays, based on the GoodRelations originals.
• offerCatalog for specifying a catalog of offers by an Organization or Service.
• geoCircle as a subtype of GeoShape, along with geoRadius and geoMidpoint to help define the circle.
• offeredBy property to relate an Offer to a Person or Organization.
• branchCode to represent codes identifying stores and other business locations.
Also:• Completely deprecated ProfessionalService
• Cleaned up areaServed markup
• Generalized properties from Product to apply to Service - audience, brand, logo
• Clarified OpeningHoursSpecification and added a special OpeningHoursSpecification
• Marked homeLocation, workLocation as subproperties of location, and marked location as expecting textual values.
• The address property now anticipates Text values, to support unstructured address data.
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Reviews you markup with strict Review / Rating / aggregateRating on your site should ONLY live on your site.
What Changed in Review Markup~8 or 9/2016 - Google Changes How they want Webmasters to
use Review Markup - Clarifies Guidelines.
Have provided a mechanism for marking up 3rd party reviews and review snippets from other websites.
http://schema.org/publisherhttp://schema.org/author
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Critic ReviewsReview Snippets
Embedded Reviews & Critic Reviews
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Make sure the reviews and ratings you mark up are readily available to users from the marked-up page. It should be immediately obvious to users that the page has review or ratings content.
Do not markup what doesn’t exist on a page.
https://developers.google.com/search/docs/data-types/reviews#review-snippets
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Ratings must be sourced directly from users.
Don't rely on human editors to create, curate or compile ratings information for local businesses. These types of reviews are critic reviews.
Sites must collect ratings information directly from users and not from other sites.
For Local Businesses
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jSON vs SchemaUse what works
Use what you’re comfortable withJSON goes in the <Head> not wrapped around content - doesn’t “break as easily”
Google has indicated they’ll use both, doesn’t favor one over the other
IMO - JSON has a greater potential for abuse (marking up content in the “code” that doesn’t exist on the page.) Google will slap that down - don’t do it.
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Tools for Markuphttps://www.jamesdflynn.com/json-ld-schema-generator/http://json-ld.org/playground/http://jsonld.com/
https://search.google.com/structured-data/testing-tool
https://raventools.com/site-auditor/seo-guide/schema-structured-data/http://tools.seochat.com/category/schema-generators
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Mobile - Google Now & Cards Creates a CardEmail Markup
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Markup & Voice SearchSchema & jSON help Search Engines Understand Content on your website
Voice Search is dependent upon Siri, Alexa, or Cortana or ? understanding content on your website
Understanding = Ranking(sorta)
http://neilpatel.com/2016/08/09/type-no-more-how-voice-search-is-going-to-impact-the-seo-landscape/
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What’s in it for ME?
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What’s in it for Google?
We are structuring, organizing, labeling and defining data FOR them.They are rewarding us.
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Get Involved - Or Do Stealth-Like Lurking
http://schema.org/docs/howwework.htmlhttps://www.w3.org/community/schemaorg/
https://github.com/schemaorg/schemaorg/issues
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Thanks!
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