Pimp your content with structured data

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  1. 1. Pimp your content with Structured Data http://baloo-baloosnon-politicalcartoonblog.blogspot.co.uk/2009/04/santa-pimping-summetime-blues.html
  2. 2. Sorry, no lol catshttp://xkcd.com/231/
  3. 3. What will we cover? What is structured data? Why do we care? Markup Guidelines Tools Conclusion
  4. 4. What is Structured Data?The markup we addto our templates toplace our htmlcontent within amachine-readablestructured contextGary Larson
  5. 5. Why should we care? Its all about data Semantic web Big data Open data Linked data Facebook social / open graph Google knowledge graph
  6. 6. Graph DBhttp://www.linkeddatatools.com/introducing-rdf
  7. 7. More specific benefits Gives the content context http://www.windsorstar.com/life/ Shaggy+dodges+police+handlers+roams+downtown+Moines+after/7639285/story.htmlhttp://www.cargurus.com/Cars/2010-Dodge-Ram-Pickup-2500-Pictures-c22019_pi35843510?picturesTabFilter=EXTERIOR
  8. 8. More specific benefits Gives the content context Recommended by big search engines Rich snippets SEO, SERPs
  9. 9. The markup types RDFa Microformats Microdata
  10. 10. RDFa Resource Description Framework in attributes Based on RDF 2004 - Proposed 2012 - RDFa 1.1, non xml documents Entities, properties and values (triples) Most complex of the 3 types
  11. 11. Example HTML
    Bomberman DS reviewBy Stuart AndrewsReviewed 27 Jul 2005 04:00
    8 / 10
    Back in the glory years of the SNES, Bombermanwas the Counter-Strike or Halo 2 of theday...
  12. 12. RDFa example
    Bomberman DS reviewBy Stuart AndrewsReviewed 27 Jul 200504:00
    8 / 10
    Back in the glory years ofthe SNES, Bomberman was the Counter-Strike or Halo 2 ofthe day
  13. 13. Microformats Uses html classes and rel attributes 2004 - concept introduced Simplest of the 3 types http://microformats.org/
  14. 14. Microformats example
    Bomberman DS reviewBy Stuart AndrewsReviewed 27 Jul 2005 04:00
    8 / 10
    Back in the glory years of theSNES, Bomberman was the Counter-Strike or Halo 2 of theday...
  15. 15. Microformats 2 example
    Bomberman DS reviewBy Stuart AndrewsReviewed 27 Jul 2005 04:00
    8 / 10
    Back in the glory years of theSNES, Bomberman was the Counter-Strike or Halo 2 of theday...
  16. 16. Microdata Much younger Extension to HTML5 Compromise between the complexity ofRDFa and easy but limitedmicroformats Some browsers add enhanced features hCalendar - add to calendar hCard - add to address book
  17. 17. Microdata example
    Stuart AndrewsReviewed 8 / 10
    Back in the glory yearsof the SNES, Bomberman was the Counter-Strike orHalo 2 of the day...
  18. 18. Microdata DOM APIvar cats =document.getItems("http://example.com/feline"); Limited browser support MicrodataJS - lib and jQuery plugin that emulatesthe DOM API
  19. 19. schema.org Collaboration of Google, Bing, Yahoo!and Yandex - 2011 Shared markup vocabulary Based on microdata Accounts for 99% of microdata markup http://schema.org
  20. 20. Schema.org example
    Bomberman DS reviewBy Stuart AndrewsReviewed 27 Jul 2005 04:00
    8 / 10
    Back in the glory years ofthe SNES, Bomberman was the Counter-Strike or Halo2 of the day
  21. 21. So what should we use? Depends Overall aim Data complexity Other page markup
  22. 22. So what should we use?RDFarepresent complex datarequire specific ontologiesMicroformatseasy to implementrequire browser enhancementsMicrodata / schema.orgsearch engine focusedunified vocabuary for most common ontologiesI would recommend checking schema.org first,then checking the other types if this doesnt meet your requirements
  23. 23. Guidelines Dont mark up hidden content,use meta tags instead Mark up as much as you canaccurately Required video fields (google) Take care mixing vocabulariesand entities, esp when nesting Bill Watterson Always always test - markupand rich snippet preview
  24. 24. Tools Google rich snippets testing tool Bing testing tool Data Highlighter - stopgap only Webmaster tools structured data tab Browser plugins Microdata.reveal chrome Operator - firefox Many more
  25. 25. Any other businessFacebook open graphTwitter cardsGoogle custom search markup - Pagedata, meta tags, page dates
  26. 26. Conclusion http://www.graphicshunt.com/funny/images/pimpin_aint_easy-12621.htmBut its worth it get pimping that content!
  27. 27. Thank you!Links- Open / Linked Datahttp://bitly.com/bundles/loonytoons/1- Structured Data Info and Toolshttp://bitly.com/bundles/loonytoons/4Me- @loonytoons- http://loonyblurb.net