Martha van Berkel — Schema Markup Explained: 10 Complicated Concepts Made Simple and Actionable | 5 Hours of Technical SEO
•
1 like•3,950 views
Martha van Berkel provides a summary of 10 key concepts for understanding schema markup: 1. Definitions of entities, types, properties, and expected inputs. 2. The importance of connecting schema markup between pages to tell a story. 3. Using strong connectors like "about" and "subjectOf." 4. Addressing errors and warnings and allowing them to inform content strategy. 5. Tools for testing schema markup like Google's Structured Data Testing Tool. 6. Using multi-type entities to fully describe entities that merge types. 7. Nesting schema markup to achieve rich results. 8. Exploring advanced properties to add clarity. 9. Opportunities for
Recommended
Recommended
More Related Content
What's hot
What's hot (16)
Similar to Martha van Berkel — Schema Markup Explained: 10 Complicated Concepts Made Simple and Actionable | 5 Hours of Technical SEO
Similar to Martha van Berkel — Schema Markup Explained: 10 Complicated Concepts Made Simple and Actionable | 5 Hours of Technical SEO (20)
More from Semrush
More from Semrush (20)
Recently uploaded
Recently uploaded (20)
Martha van Berkel — Schema Markup Explained: 10 Complicated Concepts Made Simple and Actionable | 5 Hours of Technical SEO
- 1. Schema Markup: 10 Concepts Made Simple and Actionable Martha van Berkel CEO, Schema App
- 3. Schema Markup is an SEO strategy to help your content to be understood explicitly by search engines and stand out in search.
- 4. Schema Markup = Structured Data
- 5. Schema Markup is Code that Google Understands
- 6. Schema.org is a vocabulary and structure created by Google, Yahoo, Bing and Yandex back in 2011. There are over 800 different definitions, each with 20+ properties to define them. Schema Markup (aka Structured Data) is the act of applying Schema.org vocabulary in the form of code to your digital content. The Vocabulary: https://schema.org
- 7. 32 Ways to Stand Out In Search
- 8. Rich Results in Search
- 9. Opportunity Expanding: New Rich Results
- 10. Add Schema Markup Desktop and Mobile Search Voice Search Discovery on all surfaces Source - Google I/O webinar - scroll over to the 33:45 minutes mark Be Found Across Platforms
- 12. Source: https://developers.google.com/search/case-studies/overview Eventbrite boosts traffic 100% Rakuten increases time on site 1.5x Jobrapido more than doubled its organic traffic ZipRecruiter grows conversion rate 4.5x Monster India listed jobs on Google Search, leading to 94% increase in organic traffic on job detail pages. StyleCraze improved site CTR 1.2x by leveraging How-to Google Case Studies
- 13. "I think in the future, at least in a near-term future, we will have more types of structured data markup and it will continue to get more complicated." … There are a lot of requirements to enable "fancy" search results as well as features on Google Assistant (voice search) ... "But purely from a markup point of view, I don't see this getting any easier, unfortunately." John Mueller Google: Schema Markup Won't Get Any Easier; Will Get Harder January 31, 2020 Schema Markup is Complex
- 14. 1. Definitions 2. Connected Schema Markup 3. Strong Connectors 4. Errors and Warnings + Content Strategy 5. Testing Tools 6. Services 7. Nesting for Rich Results 8. Advanced Properties to Explore 9. Brand Marketing 10. Measuring Value from Schema Markup 10 Schema Markup Concepts: Simplified
- 15. #1 Definitions
- 16. ● An Entity is a Thing(!) ● In Schema.org terms: ○ A defined Type or Class with specific properties that describe it, or link it to other Entities. ○ Physical Entity: Product ○ Abstract Entity: DayOfWeek What’s an Entity?
- 17. Class or Type Property Expected Input / Type https://schema.org/Event Event
- 18. Property Type
- 19. Identify the primary topic of the page. Schema.org Type
- 21. Don’t put the same schema markup on every page.
- 22. Don’t create islands of schema markup.
- 23. about offer about worksFor sourceOrganization Connect Your Schema Markup To Tell A Story Contact page People Organization US Office European Office Job Posting FAQ Product Review Video Object Rating Offer (price) How To FAQ Image Object sub Organization hiringO rganization manufacturer about subjectOf category subjectOf about subOrganization
- 27. about subjectOf
- 34. #4 Errors and Warnings + Content Strategy
- 35. The Schema Markup Process Spans from Strategy to maintenance and Reporting. Is Iterative. Identifies opportunities in content based on schema.org vocabulary & Google Errors & Warnings.
- 36. You can have perfect schema markup, and still get Errors and Warnings. Errors and Warnings are ONLY for Google features. Update content to meet criteria, if it makes sense. Errors and Warnings
- 37. Rich Result Test Tool
- 38. Expected Warning
- 39. Google Required & Recommended + Schema.org Properties Inform Content
- 40. #5 Testing Tools
- 41. Google Structured Data Testing Tool ● Tool to be retired, not up to date ● Remains useful for seeing the structured data on a particular page and how it’s set up ● Use Google Rich Result Test to test for errors and warnings.
- 42. Google Structured Data Testing Tool
- 45. ● Benefits ○ Supports all Rich Results ○ Up to date with developers.google.com documentation ● Draw-backs ○ Difficult to see all entities on a page ○ More clicks to find errors, more generic errors ○ Slow https://webmasters.googleblog.com/2020/07/rich-results-test-out-of-beta.html Rich Result Testing Tool GA
- 47. SDTT Alternatives Validates rich results Validates schema.org Renders JavaScript Friendly UI Coolest feature Google RRT ✔ ✔ ✔ Rich result preview Schema App Analyzer ✔ ✔ ✔ ✔ Site-wide health overview SD Linter ✔ Search result preview Yandex SD Validator ✔ Schema.dev SDTT ✔ ✔ ✔ Familiar interface Ryte SD Helper ✔ ✔ ✔ Chrome extension https://www.schemaapp.com/tools/say-goodbye-to-googles-structured-data-testing-tool-and-hello-to-the-alternatives/
- 48. #6 Services
- 49. When something is best described by merging two types. Multi-Type Entity
- 50. House for Sale = Product (w offer) + SingleFamilyResidence Hotel Room for Rent = Product (w aggregate offer) + HotelRoom Haircut = Service + Product** Comedy Event on Air = ComedyEvent + BroadcastEvent Book for Sale = Product + Book Examples
- 51. ● Fully describe the entity on the page ● Access to a wider range of properties ● Achieve a rich result while still being honest Why you want to do this!
- 52. Type: Product
- 53. Use Multi-Type Entity for Services = Service + Product Properties exist from both: Service Product
- 54. Figure out primary topic of page Pick most specific Type(s) to describe it
- 55. #7 Nesting for Rich Results
- 59. Product/SoftwareApplication subjectOf FAQPage mainEntity Question acceptedAnswer Answer Product/SoftwareApplication Question + Answer Question + Answer Question + Answer FAQPage
- 61. Add additional clarity to the schema.org Type that is not in the vocabulary. Additional Type
- 67. ● Acquisitions and Mergers ● Rebrand ● Repositioning ● Expansion Compelling Events to Consider Schema Markup
- 68. ● Define the organization structure ● Use properties to describe the changed relationships ○ “sameAs” ○ “partOf” ○ “parentOrganization” ○ “alternateName” ● Link to wikipedia for relevant brand associations Tips for Name Change / Acquisition
- 69. #10 Measuring Value from Schema Markup
- 71. Performance reports are where you can measure the results by rich result. Enhancement reports are where you can see the errors and number of valid instances. Google Search Console Reporting
- 74. Schema App Performance Analytics
- 75. Schema Markup Properties in Google Analytics
- 76. Schema App is a full service enterprise schema markup solution that integrates easy with any website to take control of your brand in search engage customers – drive traffic – generate leads
- 77. Schema App Experience Start With Strategy Customer Success Enhanced Analytics Enterprise Solution Delivers ROI
- 78. Schema App is Trusted by SEOs Worldwide
- 79. Martha van Berkel CEO, Schema App Email: martha@schemaapp.com Twitter: @marthavanberkel www.schemaapp.com