Schema can sound scary, but it doesn’t have to be. In this presentation, we’ll run through the basics of schema and chat about how you can apply it in key areas like products and local SEO. Grab more free training at https://www.rebeccagill.com and https://www.ithemes.com.

1. Rebecca Gill ● Web Savvy Marketing
TakingtheScary
OutofSchema

2. ImportantPhrasestoLearn
1. Schema.org
2. Schema Vocabulary
3. Structured Data
4. Formats
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3. Schema.org
š Schema.org is a collaborative, community activity with a mission to
create, maintain, and promote schemas for structured data on the
Internet, on web pages, in email messages, and beyond.
š Schema.org provides a collection of shared “vocabularies” webmasters
can use to mark up their pages in ways that can be understood by the
major search engines: Google, Microsoft, Yandex and Yahoo!
š Over 10 million sites use Schema.org to markup their web pages and
email messages.
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4. SchemaVocabulary
š Vocabularies are the heart of schema.
š Vocabularies cover entities and relationships between entities and actions.
š Schema.org vocabulary is segmented into two hierarchies:
š Data – Boolean, date, number, text, time, etc.
š Things – Review, events, podcast, recipe, book, music, comment, and actions.
š The core schema vocabulary currently consists of:
š 597 Types
š 867 Properties
š 114 Enumeration values.
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5. StructuredData
š Structured data is a standardized format for providing information about a web
page and classifying the content on that page.
š Google uses structured data that it finds on the web to better understand the
content of the page, as well as to gather information about the web and the
world in general.
š Structured data helps Google see web content like a human and less like a
machine.
š Once Google has this structured data available, it uses it to enable special
search result features and enhancements found in the Knowledge Graph and
rich snippets.
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6. SchemaFormats
Google supports structured data in the following formats:
š JSON-LD - Google can read JSON-LD data when it is dynamically injected into
the page's contents, such as by JavaScript code or embedded widgets in your
content management system.
š Microdata - An open-community HTML specification used to nest structured data
within HTML content. It uses HTML tag attributes to name the properties. It is
typically used in the page body, but can be used in the head.
š RDFa - An HTML5 extension that supports linked data by introducing HTML tag
attributes that correspond to the user-visible content. RDFa is commonly used in
both the head and body sections of the HTML page.
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7. WithoutSchemaIn Place
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Google Bot:
”Nice websites, but I don’t
understand much about
them or their content.”

8. WithSchemaInPlace
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Google Bot:
”I totally understand this
content and I’ll rank this
website well in search.”
Place >
Hotel Room
Place >
LocalBusiness >
FoodEstablishment >
BarOrPub
Event >
TheaterEvent

9. SchemaMakesDataUserFriendly
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Place >
LocalBusiness >
FoodEstablishment >
BarOrPub

10. Hotel-DataExample
When modeling hotel-related information in web content with schema.org, there
are three core components:
š A lodging business - Essentially the place and local business that houses the
actual units of the establishment (e.g. hotel rooms). The lodging business can
encompass multiple buildings but is in most cases a coherent place.
š An accommodation - These are the actual objects (hote rooms) that are offered
for rental.
š An offer - To let a hotel room (or other forms of accommodations) for a particular
amount of money and for a given type of usage (e.g. occupancy), typically
further constrained by advance booking requirements and other terms and
conditions.
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11. Hotel–ExampleofCodeOptions
Microdata
RDFa
JSON-LD
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12. Hotel–ExampleofMicrodata
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13. Hotel–RelationshipofData
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14. ImplementingSchemaVocabulary
š WordPress – Available via frameworks like Genesis and
plugins like Yoast Local SEO and eCommerce SEO
š SquareSpace – Not supported
š Wix – Not supported
š Weebly – Not supported
š HubSpot – Not supported
ZOINKS! No structured data supported on any website
builder besides WordPress? That is scary!
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15. WordPressPlugins
https://yoast.com/wordpress/plugins/seo/
https://yoast.com/wordpress/plugins/local-seo/
https://wordpress.org/plugins/seamless-schema/
https://schema.press/
https://wordpress.org/plugins/wp-structuring-markup/
https://wordpress.org/plugins/schema/
https://wordpress.org/plugins/all-in-one-schemaorg-rich-snippets/
https://wordpress.org/plugins/schema-app-structured-data-for-schemaorg/
https://wordpress.org/plugins/easyrecipe/
https://wordpress.org/plugins/recipe-schema-markup/
https://wordpress.org/plugins/bigoven-recipes-menus-and-more/
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16. WarningNotices:Schemain WordPress
š There are hundreds of “types” to use when working with
schema. One WordPress plugin will not manage all
schema.
š You have to know what schema ”type” you need
before you can search and implement a WordPress
plugin.
š Examples of schema specific plugins are: local
businesses, recipes, products for sale, reviews, podcasts,
videos, or authors.
š Schema plugins will most likely require configuration and
data population by you to work properly. Prepare
yourself for this work.
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17. MisuseofSchemaCanbeDeadly
š Markup the right content and not the entire website. Or in other words, don't
mark up a page that describes "10 best ideas for cooking turkey," with links out to
each recipe.
š You can include multiple structured data objects on a page such as a recipe
page with both recipe text and an accompanying video. Mark the text and
video separately with schema.org/Recipe and schema.org/VideoObject
respectively.
š Your structured data should be a true representation of the page.
š Specify all required properties for your rich result type. Items that are missing
required properties are not be eligible for rich results.
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18. ValidateDatawithGoogleSearchConsole
š Review data in GSC
under Search
Appearance
š Look at specific error
messages to understand
what is wrong
š Review website and fix
š Retest live site with
Google’s Structured
Data Testing Tool
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19. ExtraCreditResources
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General Information
http://schema.org/docs/documents.html
https://developers.google.com/search/docs/guides/intro-structured-data
https://www.bing.com/webmaster/help/marking-up-your-site-with-structured-data-3a93e731
https://torquemag.io/2016/12/schema-markup-wordpress/
Generators
https://www.google.com/webmasters/tools/data-highlighter
https://www.google.com/webmasters/markup-helper/
https://hallanalysis.com/json-ld-generator/
Testing Tools
https://search.google.com/structured-data/testing-tool
https://www.google.com/webmasters/tools/rich-cards
https://webmaster.yandex.com/tools/microtest/

20. Don’t Be Shy ● Raise Your Virtual Hand ● Don’t Make Me Beg
AnyQuestions?

21. WantMoreSEOEducation?
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