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Schema 101:
Why the New Data Matters
                Carrie Hill
     Director of Online Marketing Services
              KeyRelevance, LLC
                  @CarrieHill
         Carrie@KeyRelevance.com
Which Schema Do We Use?
              There are nearly an infinite
              number of choices when it
              comes to Structured Data.

              Deciding which is right for you
              can be difficult. Your goal
              should be to find the right
              combination for you. I try to
              meet the following criteria

              1) Lifts you above the pack
              2) Offers better descriptions of
                 what your page offers
              3) Biggest “bang for your
                 buck”
The problems you face

              Problems
                – Address city not the
                  same as nearest popular
                  city or city you DBA in
                – Competing with a large
                  name-brand website
                – A lot of local competition
                – Everyone else has the
                  same style of search
                  result
Reviews




          #8




               #25
SMX East - Schema 101 - Why the New Meta Data Matters
Recipe
Events -
Products
Location
Offer
You can only format 1 product per page, but
you CAN put multiple offers on that one
product. Ebay is a prime example:
Variety is the
  Spice of Life
      None – What’s Up Amazon?


       None – What’s Up Amazon?


               Product, Aggregate
          Rating, Offer, Rating, Review



                  Product, Web
Page, Offer, Book, Person, Organization, Aggregat
             e Rating, Review, Rating


      Book, Person, Aggregate Rating, Review




                       None




                       None
Essential Tools

• Raven’s Schema Creator Tool for WordPress
More Tools

• Not using Wordpress? Try Schema-
  Creator.com from Raven
• Zip-It or Easy Recipe for Recipes in
  WordPress
• Google’s Structured Data Testing Tool
• Webmaster Tools Structured Markup Section
• Attend From Authorship To Authority: Why
  Claiming Your Identity Matters at 2:45 in 23C.
• Exercise Patience
Thank You!

          Carrie Hill
          KeyRelevance, LLC


            @CarrieHill
          @KeyRelevance
          (972) 429-1222
      info@keyrelevance.com

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SMX East - Schema 101 - Why the New Meta Data Matters

  • 1. Schema 101: Why the New Data Matters Carrie Hill Director of Online Marketing Services KeyRelevance, LLC @CarrieHill Carrie@KeyRelevance.com
  • 2. Which Schema Do We Use? There are nearly an infinite number of choices when it comes to Structured Data. Deciding which is right for you can be difficult. Your goal should be to find the right combination for you. I try to meet the following criteria 1) Lifts you above the pack 2) Offers better descriptions of what your page offers 3) Biggest “bang for your buck”
  • 3. The problems you face Problems – Address city not the same as nearest popular city or city you DBA in – Competing with a large name-brand website – A lot of local competition – Everyone else has the same style of search result
  • 4. Reviews #8 #25
  • 10. Offer You can only format 1 product per page, but you CAN put multiple offers on that one product. Ebay is a prime example:
  • 11. Variety is the Spice of Life None – What’s Up Amazon? None – What’s Up Amazon? Product, Aggregate Rating, Offer, Rating, Review Product, Web Page, Offer, Book, Person, Organization, Aggregat e Rating, Review, Rating Book, Person, Aggregate Rating, Review None None
  • 12. Essential Tools • Raven’s Schema Creator Tool for WordPress
  • 13. More Tools • Not using Wordpress? Try Schema- Creator.com from Raven • Zip-It or Easy Recipe for Recipes in WordPress • Google’s Structured Data Testing Tool • Webmaster Tools Structured Markup Section • Attend From Authorship To Authority: Why Claiming Your Identity Matters at 2:45 in 23C. • Exercise Patience
  • 14. Thank You! Carrie Hill KeyRelevance, LLC @CarrieHill @KeyRelevance (972) 429-1222 info@keyrelevance.com