What’s New in the World
8/9/16 - ‘make make’
5/4/16 - ‘deimos’
11/5/15 - ‘phobos’
Latest Schema Release - ‘makemake’
Added substantial vocabulary for hotels and related accommodation, alongside a dedic
New vocabulary includes:
‘deimos’ & ‘phobos’ HighlightsAdded:
• Language around restricted diets - suitableForDiet,
• Schema.org entries for Monday-Friday and PublicHolidays,
based on the GoodRelations originals.
• offerCatalog for specifying a catalog of offers by an
Organization or Service.
• geoCircle as a subtype of GeoShape, along with
geoRadius and geoMidpoint to help define the circle.
• offeredBy property to relate an Offer to a Person or
• branchCode to represent codes identifying stores and
other business locations.
• Completely deprecated ProfessionalService
• Cleaned up areaServed markup
• Generalized properties from Product to
apply to Service - audience, brand, logo
• Clarified OpeningHoursSpecification and
added a special OpeningHoursSpecification
• Marked homeLocation, workLocation as
subproperties of location, and marked
location as expecting textual values.
• The address property now anticipates Text
values, to support unstructured address
Reviews you markup with strict Review / Rating / aggregateRating
on your site should ONLY live on your site.
What Changed in Review Markup
~8 or 9/2016 - Google Changes How they want Webmasters to use
Review Markup - Clarifies Guidelines.
Have provided a mechanism for marking up 3rd party reviews and
review snippets from other websites.
Make sure the reviews and ratings you mark
up are readily available to users from the
marked-up page. It should be immediately
obvious to users that the page has review or
Do not markup what doesn’t exist on a page.
Ratings must be sourced directly from users.
Don't rely on human editors to create, curate or
compile ratings information for local businesses.
These types of reviews are critic reviews.
Sites must collect ratings information directly from
users and not from other sites.
For Local Businesses
jSON vs Schema
Use what works
Use what you’re comfortable with
JSON goes in the <Head> not wrapped around content - doesn’t
“break as easily”
Google has indicated they’ll use both, doesn’t favor one over
IMO - JSON has a greater potential for abuse (marking up
content in the “code” that doesn’t exist on the page.) Google
will slap that down - don’t do it.
Mobile - Google Now & Cards
Creates a Card
Markup & Voice Search
Schema & jSON help Search Engines Understand Content on your website
Voice Search is dependent upon Siri, Alexa, or Cortana or ?
understanding content on your website
Understanding = Ranking