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Semantic Markup Basics

What’s New & What’s Happening with

Semantic Markup for Websites

Carrie Hill

Co-Founder - IgnitorDigital.com

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Semantic Markup is not a Bandaid

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Semantic Markup is getting HARDER

More types are being

rolled out

Implementations are

more complicated

Tools are not

Updated Regularly

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What’s New in the World

tbd - ‘telesto’

8.14.17 - ‘enceladus’

3.23.17 - ‘calisto’

http://schema.org/docs/releases.html

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Latest Schema Release - ‘enceladus’Was estimated to release in MAY - didn’t come until mid-August

Add a HowTo type

• This

introduces estimatedCost, steps, supply

and tool as new properties

• re-

uses performTime, prepTime, totalTime

• introduce yield

• Supporting types HowToItem

• HowToSupply and HowToTool,

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‘callisto’ HighlightsMoved quite a few items from “core” to “pending.” That hasn’t happened before

Added “Menu” items to assist with not only restaurant markup, but other types

of menus.

Added types

Menu

MenuItem

MenuSection

Added properties

hasMenuItem

hasMenuSection.

Introduced hasMenu property

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What Is In The Works TodayThe working group is usually working on the next release before the current one

is even live. Coming up is sds-telesto

Occupation Markup ChangeshasOccupation

estimatedSalary

MonetaryAmountDistribution

QuantitativeValueDistribution

Employer Rating

Classification

Add EmployerAggregateRati

ng as a subtype

of AggregateRating to

differentiate ratings for the

entity as an employer

Education Credentials

Educational and occupational

credentials, i.e. diplomas,

academic degrees, certifications,

etc. These act as an important link

between outcomes of educational

courses, people, and occupations /

job roles.

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1.Worry about your Content First

2.Mark it up Appropriately

3.Reverse Engineer Competitors

4.You are not ENTITLED, earn it

Answer Boxes, Featured Snippets, Etc.

Check out Alan Bleiweiss’ Slide deck from State of Search a few weeks ago:

https://goo.gl/xifQq7

Get Eric Enge’s Slides from yesterday!

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Everyone Can Win!

Local Business Markup

Review Markup

Product/Service Markup

Event Markup

Q & A/FAQ Markup

HowTo Markup

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HowTo MarkupQuietly released in August

This is a HUGE opportunity.

Google needs to get the validation tool updated

Please?

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Local Business Markup

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Critic Reviews are OK to publish. Must reference

original site/page in Markup

ONLY mark up reviews you curate - don’t steal them

from other sites

ONLY mark up reviews / aggregate ratings of reviews

visible ON THAT PAGE.

Be CAREFUL of 3rd party review services. Know what

you are/are NOT putting on your website.

Review Markup - Follow the Rules

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Products

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Services

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Question / Answer / FAQ

No Q&A

Markup

Don’t Forget http://schema.org/QAPage

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Implementing Schema with

Google Tag Manager

1.Write the jSON

2.Create the Custom Tag in GTM

3.Paste the jSON into the Custom

HTML box for the tag you created

4.Save it

5.Create the Trigger (page view)

6.Add the trigger to the custom Tag

7.Publish

8.Test

Tag Manager

Me

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Implementing Schema with GTM

Reference these “How To” Articles:https://searchengineland.com/add-

schema-markup-site-using-google-tag-

manager-272516 - For all sites

https://yoast.com/structured-data-

google-tag-manager/ - For Wordpress

http://www.sitevisibility.co.uk/blog/2017/

06/30/how-to-add-local-business-

schema-markup-via-google-tag-

manager-gtm/#gref - for local business

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Tools for Markup

https://www.jamesdflynn.com/json-ld-

schema-generator/

https://www.schemaapp.com/tools/jsonld-

schema-generator/

http://linter.structured-data.org/

https://search.google.com/structured-

data/testing-tool

http://linter.structured-data.org/

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Get Involved - Or Do Stealth-Like Lurking

http://schema.org/docs/howwework.html

https://www.w3.org/community/schemaorg/

https://github.com/schemaorg/schemaorg/issues

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Thanks!