Schema & How it Impacts You

Evan Fishkin

Program Manager, MSN

ENTITY EXPERIENCES HAVE BECOME COMMONPLACE

Instant answer

Knowledge graph

Rich snippets

And it’s growing…

The Search charm

GOOGLE NOW

GOOGLE NOW

Entities in search charm

What constitutes an entity?According to schema.org

an entity is a thing

Thing_

DEFINED:

The most generic type of item.

There are so many things!Action

BroadcastService

Class

CreativeWork

Event

Intangible

MedicalEntity

Organization

Person

Place

Product

Property

things within things: ActionAchieveAction

AssessAction

ConsumeAction

CreateAction

FindAction

InteractAction

MoveAction

OrganizeAction

PlayAction

SearchAction

TradeAction

TransferAction

UpdateAction

It goes deeper!

Which ones matter today?

In the knowledge graph…

Person

Place

thing

intangible

In instant answers…

Person

Place

Organization

Event

Datasets

Creativeworks

Intangible

In rich snippets

Straight from the horses mouthArticles

Events

Local Businesses

Restaurants

Products

Software Applications

Movies

TV Episodes

Books

Facts for these entities are provided by…

Brought to you by

Brought to you by

Brought to you by

Viewers like you

<INSERT YOUR MICRODATA TAGGED CONTENT HERE>

Wait a minute.Why?

Three reasons

INCREASED VISIBILTY

INCREASED AUTHORITY

INCREASED CLICK-THROUGH-RATES

BING ON THE SCHEMAS!

PRIORITIZE EFFORTS

DO WHAT EVERYONE ELSE TOLD YOU DO FIRST

REVIEW PLANNED CONTENT FOR SCHEMA POTENTIAL

FOCUS ON TODAY’S OPPORTUNITIES

DETERMINE REQUIREMENTS WITH YOUR DEVELOPMENT TEAM

EXECUTE

For the technically inclined

Not on apache?

Got 99 Problems

But Apache Aint One

Here’s how you can get started today!no money down

assess - markup helper

https://www.google.com/webmasters/markup-helper/

Execute - Data Highlighter

Review - Structured data testing tool

http://www.google.com/webmasters/tools/richsnippets

THE NEXT GENERATION OF SERPS

EXPANDED KNOWLEDGE GRAPH

THANK YOU MIVA!