Why Structured Data & Semantic SEO Are Important - SMX East 2013
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@mike_arnesen #SMX #21C Why Structured Data & Semantic SEO Are Important
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Behold! My slide deck from "Why Structured Data & Semantic SEO Are Important" at SMX East 2013 in New York. I'm a huge geek for structured data and semantic markup. I’ve literally woken up in the middle of the night in a sweat with an idea of how I could apply semantic markup to a piece of rich content. I ended up sitting in the kitchen for the next few hours exploring schema.org and running things through Google’s structured data testing tool. So, I guess it goes without saying that I’m really stoked to be talking about this stuff.
Transcript of Why Structured Data & Semantic SEO Are Important - SMX East 2013
@mike_arnesen #SMX #21C
Why Structured Data
& Semantic SEO
Are Important
Sweet Hashtags:
#SMX #21c
Hi, SMX!
Mike ArnesenSEO Team Manager, SwellPathGoogle.com/search?q=mike+arnesen
@mike_arnesen #SMX #21C
What’s wrong with the web
anyway?
@mike_arnesen #SMX #21C
What does it mean?!
Without advanced analysis,
it’s hard to understand what pages and sites are about.
@mike_arnesen #SMX #21C
How we used to convey meaning…
@mike_arnesen #SMX #21C
Okay …we’re not
that bad
anymore.
@mike_arnesen #SMX #21C
Semantic markup changes everything.
It’s our mechanism for creating meaningful data!
@mike_arnesen #SMX #21C
@mike_arnesen #SMX #21C
@mike_arnesen #SMX #21C
@mike_arnesen #SMX #21C
Data pulled from semantic markup is
everywhere!
@mike_arnesen #SMX #21C
What do you mean by “data”?
Objects
Properties
Relationships
@mike_arnesen #SMX #21C
From Documents to Data
Documents (i.e. web pages)
can only be read.
Data can be used in any way
you can imagine.
The data from a document can be
disassembled, rearranged, & reassembled.
@mike_arnesen #SMX #21C
When combined,
data can be more interesting
than the individual pieces themselves.
@mike_arnesen #SMX #21C
Shared vocabularies make semantic
markup meaningful.
@mike_arnesen #SMX #21C
What is Semantic SEO?
Providing open, structured data
in order to increase search visibility by
helping connect users with information
that they want and need.
@mike_arnesen #SMX #21C
“I don’t want to lose traffic!”
@mike_arnesen #SMX #21C
You could lose traffic!
Yet providing open data
earns your site greater trust.
A trustworthy resource is
worthy of being promoted!
@mike_arnesen #SMX #21C
Let’s fast forward
“Webmasters can improve the rank of their sites
by creating high-quality sites
that users will want to use and share.”
Google, 2013
@mike_arnesen #SMX #21C
Let’s fast forward
“Webmasters can improve the rank of their sites
by providing high quality data
that users & applications will want to use.”
Google, future
@mike_arnesen #SMX #21C
Semantic SEO is the new frontier
It allows for more effective organization of the web.
@mike_arnesen #SMX #21C
Delivering more comprehensive
& relevant information
@mike_arnesen #SMX #21C
Make your site a resource
Linked data is a vital building block of the semantic web.
Could it be that sites providing a wealth of data
will receive the same credit
as the sites who are frequently linked to?
The more your data is referenced, the more credible your resource becomes.
@mike_arnesen #SMX #21C
Thank you!
