An introductory guide to to structured markup for SEO (search engine optimization). Provides a brief overview of semantic web technologies, reviews the different types of structured markup (microformats, microdata and RDFa) consumed by Google and other search engines, and explores different which format is right for which topical domains. Because of its particular relevance for search engine optimization, the microdata vocabulary schema.org is the focus of examples. For accompanying notes and additional links see my blog post on this presentation: http://www.seoskeptic.com/getting-started-with-structured-markup-for-seo/

1. Getting Started with Structured
Markup for SEO
Aaron Bradley
Internet Marketer, InfoMine Inc.

2. Three semantic web fundamentals
Separating the presentation and data layers, triples and linked data

3. Before we dive in: it’s not based on RDF but…
“Structured data” is old news, its benefits are obvious, and I bet you’ve used it

4. For the record: benefits of structured markup
Publishers get rich snippets (with higher CTRs), and searchers get richer results

5. Different flavors of structured markup
Microformats, microdata and RDFa: variations on a theme

6. Which structured markup is right for you?
The correct choice depends on your topical domain and current technologies

7. A quick word about liking
Facebook’s Open Graph protocol is so widely used it shouldn’t be ignored

8. Should I bother? – Part I: Yes, obviously
If rich snippets are supported for your content, there are clear benefits

9. Should I bother? – Part II: Maybe
Structured markup might be beneficial, even in the absence of rich snippets
Google Custom Search Proposed schema.org extensions
Google extracts data from structured markup that can W3C maintains a list of proposals for schema.org.
be used to filter, sort and rank results in a Google Types on this list may end up becoming part of the
Custom Search Engine schema.org specification

10. Semantic spam
Attempting to game the search engines is, as usual, likely to end in tears

11. Keeping up with the (semantic) Joneses
Reference sites, testing tools and people in the know
Sources of Information Tools and validators People to follow
schema.org Rich snippets testing tool @danbri
@mfhepp
structured-data.org Structured data linter
@jaymyers
@matthewjbrown
public-vocabs@w3.org Schema creator from Raven
Technologists: @manusporny ∙ @jenit ∙
@gkellogg

12. Thanks!
Hope you enjoyed the presentation – please say in touch!
Twitter: @aaranged
Web: seoskeptic.com