schema for copywriting professionals - april 2013
DESCRIPTION
From a presentation given to Heather Lloyd-Martin's Copywriting Class.TRANSCRIPT
Schema For Content Writers
Carrie HillDirector of Online Marketing Services
KeyRelevance, LLC
@CarrieHill
@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
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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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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
@CarrieHill