Presentation Transcript

1. Microformats & Schema.org Real life Use Cases Richard Baxter | CEO, SEOgadgetDaniel Butler | Senior SEO Consultant Tweet with webinar attendees:#mozinar Technical problems or feedback: Please email team@seomoz.org
2. What’s structured data? I like it. What is it?
3. You’ll recognise this Businesses and organisations can easily markup their addresses with hCard – there are really only a few key properties in hcard required to do this
4. And this… “Wow – I’m so delighted with my new Dualit toaster – arrived really quickly, too – thanks” Rated: 5/5 Reviews are a hugely popular type of data…
5. And, this? Matt CuttsPrincipal EngineerGoogle Inc+1 650-253-0000 You can mark up information in a webpage about a person using hcard, too. The additional attributes defined by the XFN properties (friend, contact and acquaintance) can be included, too.
6. And this? Om nom nom That’s a recipe, for a delicious banana cake, with frosting…
7. The problem with information Venue Country Name Zip Code Even the most advanced information retrieval techniques can do with a hand recognising data
8. This is a cake. *May not be “Best Ever” banana cake – my girlfriend’s banana cake is the best, and she says it’s all about Nigella Lawson
9. <div class="hrecipe"> <h2 class="fn">Recipe: <a class="url" href="http://www.nigella.com/recipes/view/banana-cake-3734">Banana Cake</a></h2> <p class="summary"><strong>Summary</strong>: <This cake recipe is from the 1940s that was put together by the Women's Auxiliary in Alice Springs…</em></p> <div class="ingredients"> <h3>Ingredients</h3> <ul class="ingredients"> <li class="ingredient">1 cup sugar </li> <li class="ingredient">1&1/2 cups self raising flour</li> <li class="ingredient">1/2 cup butter </li> <li class="ingredient">2 eggs</li><li class="ingredient">2 eggs</li> </ul> </div> <div class="instructions"> <h4>Instructions</h4> <li>Use a food processor Pre heat oven to 160C / gas mark 3 Add all ingredients and blend until well mixed Pour into lined loaf tin Bake for 1 hour Cool and enjoy If you are a nut lover, once ingredients are blended add 60g chopped walnuts and blend in to the mixture</li> </div> <p class="duration"><span class="hrlabel">Cooking time (duration): </span><span class="hritem">90</span></p> <p class="yield"><span class="hrlabel">Number of servings (yield): </span><span class="hritem">8</span></p> Posting on SEOgadget: https://seogadget.co.uk/microformats-mark-up-your-recipes-online-with-hrecipe/
10. class="ingredient" class="cooktime" Check out Google Recipe search as a (in my opinion) an excellent example of a search UI driven by structured data…
11. Microformats are everywhere rel=“me” rel=“author” Matt Cutts was a contributing author to the rel=“nofollow” elemental Microformat spec back in 2005… Rel=“me” has been around in XFN since forever
12. And can be used to get extra space in the SERPS class=“fn org url” Patrick at Blogstorm wrote about this: http://www.blogstorm.co.uk/google-testing-phone-numbers-h1-tags-in-rich-snippets/
13. But they can be lost
14. Single listings This is very difficult to filter out, but Google are asking for spam reports specifically related to rich snippets spam
15. They have a strong impact on CTR Our rich snippet, transactionallyworded variation won at 26.32% CTR in 2nd place, compared to 21% without Check out: https://seogadget.co.uk/understanding-how-intention-influences-search-result/
16. What are Microformats?
17. Here’s some information on a webpage… The Pizza Shop 123 Fake Street Faketown Fakeshire FA12 KE1 Yep. Just a bit oftext. Nothing to seehere… Business Location Rating: Review by: Sarah “OMG! That was like, the best lunchI ever had! Awesome!” Review “A World of Welsh Lamb”Wednesday, 6 October 12:00 - 14:00 Leadenhall Market 45-52 Leadenhall Market, City, EC3V 1LR Event To you and me, blocks of text such as addresses look like addresses, we recognise them easily.
18. What are Microformats? The Pizza Shop 123 Fake Street Faketown Fakeshire FA12 KE1 Aha! You mean The Pizza Shop over on Fake Street Contactdetails <div class="vcard"> <span class="fn org">The Pizza Shop</span> <div class="adr"> <span class="street-address">123 Fake Street</span>, <span class="locality">Faketown</span>, <span class="region">Fakeshire</span>. </div> </span> Phone: <span class="tel">123-456-789</span> <a href="http://pizzaexample.com/" class="url">http://pizzaexample.com</a> </div> hCard is used for understanding address data in reviews and events Local citations / address data for Google place pages
19. <span class="adr"> <span class="street-address">221-222 Shoreditch High Street</span><br> <span class="locality">London</span><br> <span class="postal-code">E1 6PJ</span><br> <span class="country-name">UK</span><br> Check out the hcard address markup on our homepage
20. hResume hCard
21. Rating: Review by: Sarah “OMG! That was like, the best lunchI ever had! Awesome!” That Pizza restaurant must be great! Review <div class="hreview"> <span class="item"> <span class="fn">The Pizza Shop</span> </span> Reviewed by <span class="reviewer">Sarah</span> on <span class="dtreviewed"> Jan 6<span class="value-title" title="2009-01-06"></span> </span>. <span class="summary">A great place to eat!</span> <span class="description">OMG! That was like, the best lunchI ever had! Awesome!</span> Rating: <span class="rating">5.0</span> </div> hReview - Used for: rich snippets in organic search results https://seogadget.co.uk/using-hreview-microformat-on-your-review-page/
22. Techradar use hreview in the reviews page markup – and the rich snippet testing tool is aware of their open graph implementation, too.
23. “A World of Welsh Lamb”Wednesday, 6 October 12:00 - 14:00 LeadenhallMarket 45-52 LeadenhallMarket, City, EC3V 1LR Mmmmm… Welsh Lamb. I’ll be there! (om nom nom nom) Event <div class="vevent"> <a href=“../london/event/a-world-of-welsh-lamb-670246/" class="url summary">A World of Welsh Lamb</a> <span class="description">Mmmm delicious. Every Wednesday for six weeks Leadenhall Market is becoming a shrine to the deliciousness of Welsh lamb...</span> <span class="dtstart"> 12:00 <span class="value-title" title="2010-10-06T1200Z00"></span></span> <span class="dtend">14:00<span class="value-title" title="2010-10-06T1400Z00"></span></span> <div class="location vcard"> <span class="fn org">Leadenall Market</span>, <span class="adr"> <span class="street-address">45-52 Leadenall Market</span> <span class="locality">London</span>, <span class="postal-code">EC3V 1LR</span> </span> hCalendar: Used for rich snippets in organic search results http://www.seomoz.org/blog/markup-events-hcalendar-microformat
24. class="geo adr" title="52.575813;-0.244033“ class=“locality” class=“fn org” class=“dtstart” class=“summary” Ents 24 have a very complete integration including the geo coordinates on “geo adr”
25. Schema.org Shiny, awesome and 100% made by search engine staffers
26. What is Schema.org? Structured data + Extended Vocabulary Microdata Microformats RDFa Schema.org <div itemscope itemtype=“http://schema.org/Product”> More on Schema: http://www.seomoz.org/blog/schema-examples
27. Schema.org by Type Article Blog Book ItemList Map MediaObject Movie MusicPlaylist MusicRecording Painting Photograph Recipe Review Sculpture TVEpisode TVSeason TVSeries WebPage WebPageElement City,Country, State Civic Structure Landform Landmarks Local Business Residence Event Creative works Place Schema.org Job posting Language Offer Quantity Geo Coordinates Intangible Product Organisation Person Educational org Government org Local Business http://schema.org/docs/full.html
28. Ebay AggregateRating Product > Offers <div itemscope itemtype="http://schema.org/Product"> <imgsrc="http://i.ebayimg.com/t/Logitech-Revue-Google-TV/23/!!d-4vB!!mM~$(KGrHqZ,!mEEy+jCzGFUBM87bKTK1g~~_35.JPG" alt="Logitech Revue With Google TV" itemprop="image"> <div class="pnr-txt" itemprop="description">The Logitech Revue is a media streamer with Google TV, which serves as a complete entertainment system. With its Ethernet Interface, this Logitech Smart TV allows you to downl</div> <a itemprop="aggregateRating" itemtype="http://schema.org/AggregateRating" href="#pbe-rvws"> <span itemprop="ratingValue" content="4"></span> <span itemprop="ratingCount" content="80"></span>User reviews <span itemprop="reviewCount">80</span> <div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer"> New<span itemprop="price">$149.98</span> <span itemprop="priceCurrency" content="USD"></span></div> <div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer">New: other <span itemprop="price">$79.99</span><span itemprop="priceCurrency" content="USD"></span></div> A working example of Product vocabulary on Ebay.com
29. IMdb TVSeries > actors AggregateRating <div id="content-2-wide" class="redesign" itemscope itemtype="http://schema.org/TVSeries"> <imgsrc="http://ia.media-imdb.com/images/M/MV5BMTkxNTI1NTI3NF5BMl5BanBnXkFtZTcwMjA2MDU1MQ@@._V1._SY317_.jpg" alt="Heroes Poster" title="Heroes Poster" itemprop="image" /> <h1 class="header" itemprop="name"> Heroes <span>(II)</span> <span class="tv-series-smaller">(TV Series 2006&ndash;2010)</span> </h1> <div class="star-box giga-star" itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"> <span itemprop="ratingValue">7.1</span>/<span itemprop="bestRating">10</span> <span itemprop="ratingCount">34,156</span> <p itemprop="description"> They thought they were like everyone else... until they woke with incredible abilities. </p> <a href="/name/nm0171059/" itemprop="actors">Jack Coleman</a>, <a href="/name/nm0659363/" itemprop="actors">Hayden Panettiere</a> and <a href="/name/nm0893257/" itemprop="actors">Milo Ventimiglia</a> A working example of TVSeries vocabulary on IMdb
30. Rotten Tomatoes Movie > director <body id="" itemscope itemtype="http://www.schema.org/Movie" > <imgsrc="http://content8.flixster.com/movie/10/93/37/10933762_det.jpg" alt="Inception" title="Inception" itemprop="image" /> <h1 class="movie_title"><span itemprop="name">Inception (2010)</span></h1> <meta itemprop="awards" content="Certified Fresh" /> <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"> <span itemprop="ratingValue">86</span> <meta itemprop="bestRating" content="100" /> <meta itemprop="worstRating" content="0" /> Reviews Counted: <span itemprop="reviewCount">281</span><br/> <span itemprop="contentRating">PG-13</span> <a href="/movie/browser.php?movietype=1&genre=9"><span itemprop="genre">Drama</span></a>, <a href="/movie/browser.php?movietype=1&genre=1"><span itemprop="genre">Action & Adventure</span></a>, <a href="/movie/browser.php?movietype=1&genre=13"><span itemprop="genre">Mystery & Suspense</span></a>, <a href="/movie/browser.php?movietype=1&genre=14"><span itemprop="genre">Science Fiction & Fantasy</span></a> <p itemprop="director" itemscope itemtype="http://schema.org/Person"> <a href="/celebrity/christopher_nolan/" itemprop="url"><span itemprop="name">Christopher Nolan</span></a></p> A working example of Movie vocabulary on Rotten Tomatoes
31. MySpace MusicGroup MusicRecording <div id="ProfileMusicPlayer" itemscope itemtype="http://schema.org/MusicGroup"> <li data-songId="75405428" itemprop="tracks" itemscope itemtype="http://schema.org/MusicRecording"> <span itemprop="name">Pyro</span> <meta itemprop="duration" content="PT4M10S" /> <meta itemprop="url" content="http://www.myspace.com/music/player?song=..." /> <meta itemprop="inAlbum" content="Come Around Sundown" /> <meta itemprop="interactionCount" content="UserPlays:152270" /> A working example of Music Group vocabulary on MySpace
32. TicketMaster Event <div itemscope itemtype="http://schema.org/MusicGroup"> <h1 itemprop="name">Red Hot ChiliPeppers Tickets</h1> <h2 class="txt16" itemprop="description">Red Hot Chili Peppers Tickets and Concert Dates</h2> <tritemprop="events" itemscope="itemscope" itemtype="http://schema.org/Event"> <time datetime="2012-03-29T19:30:00-04:00" itemprop="startDate"></time> <span itemprop="location"> <a class="event" href="http://www.ticketmaster.com/Tampa-Bay-Times-Forum-tickets-Tampa/venue/106710">Tampa Bay Times Forum </a> </span> <span itemprop="name description">Red Hot Chili Peppers</span> <a itemprop="url" href="http://www.ticketmaster.com/event/0D004777AD0E7D5A?artistid=848229&majorcatid=10001&minorcatid=60"> Find Tickets</a> A working example of Event vocabulary on TicketMaster
33. Recipes Recipe > calories Recipe > ingredient <div itemscope itemtype="http://data-vocabulary.org/Recipe”><h1 itemprop="name">Soft Chicken Tacos</h1> <imgitemprop="photo" src="http://img4.myrecipes.com/i/recipes/ck/06/09/chicken-tacos-ck-1227897-l.jpg" /> <p itemprop="summary"><p>Forty percent of WOW's cafeteria sales...</p> <span itemprop="yield">4 servings (serving size: 3 tacos)</span> <ulitemprop="nutrition" itemscope itemtype="http://data-vocabulary.org/Nutrition"> <li>Calories:<span itemprop="calories“>329</span></li> <li>Fat:<span itemprop="fat“> 12.5g</span></li> <li>Saturated fat:<span itemprop="saturatedFat“>3.5g</span></li> <li itemprop="ingredient" itemscope itemtype="http://data-vocabulary.org/RecipeIngredient"> <span itemprop="amount">1 teaspoon</span><span itemprop="name"> chili powder</span><span itemprop="preparation"></span></li> <liitemprop="ingredient" itemscope itemtype="http://data-vocabulary.org/RecipeIngredient"> <span itemprop="amount">1/2 teaspoon</span><span itemprop="name"> salt</span></li> <olitemprop="instructions“><li>Prepare grill...</li></ol> <span itemprop="author">Cooking Light</span> <span itemprop="published">SEPTEMBER 2006</span> <span itemprop="recipeType">Main Dishes</span> <span itemprop="recipeType">Mexican</span> <span itemprop="recipeType">Poultry</span> Oh wait, where’s the schema here!
34. Breadcrumb <body itemscope itemtype="http://schema.org/WebPage"> <div id="breadcrumb-nav" itemprop="breadcrumb"> <strong>You are here:</strong> <a href="/">Home</a> > <a href="/type/">Used Cars</a> > <a href="/type/used-Audi/ ">Used Audi</a> > <a href="/type/used-Audi/A3/ ">Used Audi A3</a> 2011 Audi A3 Black 5dr </div>
35. Tools Schema-creator.org hRecipe helper for Chrome Microformats for Chrome Microdata Tool Bing WMT Google’s Rich Snippets Testing Tool Quixapp.com http://www.seomoz.org/blog/exploring-the-new-features-in-bing-webmaster-tools
36. Should I do this stuff?
37. Read this SEOSkeptic post “Sites with structured markup will appear in the results of more queries, rank better than non-structured web pages for those queries, and have a greater visibility both in linked and "direct answer" verticals.” Enjoyable read - http://www.seoskeptic.com/deciphering-googles-semantic-search-intentions/
38. Q+A Time! @seomoz & @SEOgadget www.seomoz.org help@seomoz.org http://seomoz.org/webinars