carrie hill - schema 101 - why the new meta data matters. smx west 2013

Schema 101: Why the New Data Matters

Carrie HillDirector of Online Marketing Services

KeyRelevance, LLC

@CarrieHill

Carrie@KeyRelevance.com

@CarrieHill #smx #22c

Who Needs Schema?

You Do!

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Why

Use Schema?

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Servicing Locations

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The Need to be Discovered

When there are hundreds or thousands of websites competing for the same real estate – you need a leg up on the competition.

1. Are your competitors using Schema already?

2. Can you be the first in your niche to implement?

3. What opportunities can you glean and how can you match a schema protocol to it?

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Trying to be different!

None – What’s Up Amazon?

None – What’s Up Amazon?

Product, Aggregate Rating, Offer, Rating, Review

Product, Web Page, Offer, Book, Person, Organization, Aggregate Rating, Review, Rating

Book, Person, Aggregate Rating, Review

None

None

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What can I Schema

AT LEAST

574 Different Options

That’s 328,902 combinations of 2 schemas

That’s 188,131,944 combinations of 3 schemas

That’s a lot of Schemas!

Fun factoid – We’re only 238,900 miles from the Moon!

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Recipe

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Location

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Events -

Google’s Data Highlighter Tool“works” for events only – but it doesn’t really work very well.

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Reviews

#1 #4

Oct 2012 #25

Oct 2012

#8

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Products

Oops

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Offer

You can only format 1 product per page, but you CAN put multiple offers on that one product. Ebay is a prime example:

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Video

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How?

I do this for video all the time with this Webmaster Help page from

Google: goo.gl/LxDph@CarrieHill #smx #22c

Essential Tools

• Raven’s Schema Creator Tool for WordPress

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More Tools

• Not using WordPress? Try Schema-Creator.com from Raven

• Zip-It or Easy Recipe for Recipes in WordPress• SEOGadget released a Guide to Generating

Rich Snippets http://goo.gl/grSJB • Google’s Structured Data Testing Tool• Webmaster Tools Structured Markup Section• Attend From Authorship To Authority: Why

Claiming Your Identity Matters at 3:30 in this room

• Exercise Patience@CarrieHill #smx #22c

Thank You!

Carrie HillKeyRelevance, LLC

@CarrieHill

@KeyRelevance

(972) 429-1222

info@keyrelevance.com

@CarrieHill #smx #22c