schema for copywriting professionals - april 2013

Schema For Content Writers

Carrie HillDirector of Online Marketing Services

KeyRelevance, LLC

@CarrieHill

Carrie@KeyRelevance.com

@CarrieHill

What is Schema?

@CarrieHill

Many sites are generated from structured data, which is often stored in databases. Databases label sections of data, much like a column, row or cell in an excel worksheet

When this data is formatted into HTML, it becomes very difficult to recover the original structured data.

Many applications, especially search engines, can benefit greatly from direct access to this structured data.

On-page markup enables search engines and other web-basted applications to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web.

The Need to be Discovered

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

1. Are 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?

@CarrieHill

The need 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

@CarrieHill

Offering Schema as a Copywriter

In many cases, you may be educating clients as to why they need schema, that’s ok

Very few copywriters will be offering this service, so you’re adding extra value to your service

Seeing results from your copy, more quickly, will bring you more repeat work, you can also track rankings and popularity of your pages and use it as a selling point

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!

What can Schema Do?

#4 #6

Oct 2012 #25

Oct 2012

#8

Addresses

Easiest to mark up

Easiest to implement

Servicing Locations

Products

Oops

@CarrieHill

Events -

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

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Video

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Recipe

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Location

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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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Authorship

Connecting WHO you are with WHAT you write is the newest, and best way, to see top results quickly.

<a href="[profile_url]?rel=author">Google</a>

Replace [profile_url] with your Google+ profile.

Link your G+ profile back to the article you’ve written from the “Add Custom Link” section

What Authorship Does

Brands your work as YOURS– If you are ghost writing, this is probably not for you

Makes the search results stand out and increases organic CTR

Authorship Resources

Advanced Authorship Webinar by Mike Arnesen

http://goo.gl/J9x4Q

Raventools Rel=Author Resource List

http://goo.gl/C8XhY

Publisher

Publisher markup is like authorship for brands

Set it up much like rel=author.

Update your site's home page by adding a link to your Google+ page, like this:

<a href="https://plus.google.com/[yourpageID]" rel="publisher">Find us on Google+</a>

Then link back to your website from the BRAND’S Google+ Page

Essential Tools

• Raven’s Schema Creator Tool for WordPress

@CarrieHill

More Tools

• Schema Creator from RavenTools - http://goo.gl/xa4lJ

• Schema.org

• Rich Snippet Testing Tool - http://goo.gl/jqQdx

• Schema-Creator.com

• Blind Five Year Old Rich Snippet Testing Bookmarklet - http://goo.gl/fI3WE

@CarrieHill

Thank You!

Carrie HillKeyRelevance, LLC

@CarrieHill

@KeyRelevance

(972) 429-1222

info@keyrelevance.com

@CarrieHill