Schema & How It Impacts You by Evan Fishkin
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Transcript of Schema & How It Impacts You by Evan Fishkin
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Schema & How it Impacts You
Evan Fishkin
Program Manager, MSN
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ENTITY EXPERIENCES HAVE BECOME COMMONPLACE
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Instant answer
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Knowledge graph
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Rich snippets
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And it’s growing…
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The Search charm
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GOOGLE NOW
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GOOGLE NOW
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Entities in search charm
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What constitutes an entity?According to schema.org
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an entity is a thing
Thing_
DEFINED:
The most generic type of item.
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There are so many things!Action
BroadcastService
Class
CreativeWork
Event
Intangible
MedicalEntity
Organization
Person
Place
Product
Property
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things within things: ActionAchieveAction
AssessAction
ConsumeAction
CreateAction
FindAction
InteractAction
MoveAction
OrganizeAction
PlayAction
SearchAction
TradeAction
TransferAction
UpdateAction
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It goes deeper!
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Which ones matter today?
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In the knowledge graph…
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Person
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Place
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thing
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intangible
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In instant answers…
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Person
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Place
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Organization
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Event
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Datasets
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Creativeworks
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Intangible
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In rich snippets
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Straight from the horses mouthArticles
Events
Local Businesses
Restaurants
Products
Software Applications
Movies
TV Episodes
Books
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Facts for these entities are provided by…
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Brought to you by
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Brought to you by
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Brought to you by
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Viewers like you
<INSERT YOUR MICRODATA TAGGED CONTENT HERE>
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Wait a minute.Why?
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Three reasons
INCREASED VISIBILTY
INCREASED AUTHORITY
INCREASED CLICK-THROUGH-RATES
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BING ON THE SCHEMAS!
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PRIORITIZE EFFORTS
DO WHAT EVERYONE ELSE TOLD YOU DO FIRST
REVIEW PLANNED CONTENT FOR SCHEMA POTENTIAL
FOCUS ON TODAY’S OPPORTUNITIES
DETERMINE REQUIREMENTS WITH YOUR DEVELOPMENT TEAM
EXECUTE
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For the technically inclined
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Not on apache?
Got 99 Problems
But Apache Aint One
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Here’s how you can get started today!no money down
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assess - markup helper
https://www.google.com/webmasters/markup-helper/
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Execute - Data Highlighter
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Review - Structured data testing tool
http://www.google.com/webmasters/tools/richsnippets
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THE NEXT GENERATION OF SERPS
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EXPANDED KNOWLEDGE GRAPH
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THANK YOU MIVA!