This document discusses semantic markup basics and recent developments. It covers: - Semantic markup is getting more complex as new types are introduced and implementations require more details. - The latest schema.org release added a HowTo type and reworked some properties. - Upcoming changes may include updates to occupation, education, and employer markup. - The document provides tips on implementing semantic markup and engaging with schema.org developments.

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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

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‘callisto’ Highlights
Moved 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 Today
The working group is usually working on the next release before the current one
is even live. Coming up is sds-telesto
Occupation Markup Changes
hasOccupation
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 Markup
Quietly 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!