![1. Your Schema Markup is Nested
Explains the hierarchy and relationship between the entities on your page
Nested Schema Markup
<script type="application/ld+json">
[{
"@context": "https://schema.org/",
"@type": "Product",
"name": "White Tshirt",
"description": "Soft, cotton white Ts."
"aggregateRating": {
"@type": "AggregateRating",
"bestRating": “100”,
"ratingCount": “70”,
"ratingValue": “81”,
}
}]
Unnested Schema Markup
<script type="application/ld+json">
[{
"@context": "https://schema.org/",
"@type": "Product",
"name": "White Tshirt",
"description": "Soft, cotton white Ts."
},
{
"@context": "https://schema.org",
"@type": "AggregateRating",
"bestRating": “100”,
"ratingCount": “70”,
"ratingValue": “81”,
}]](https://image.slidesharecdn.com/marthavanberkelbrightonseosandiego2024presentationslides-241119014706-b4cba289/85/Content-Knowledge-Graphs-Powering-Your-SEO-Content-Strategy-25-320.jpg)
![2. You use the appropriate
properties to connect the
entities across your site
1. Pick the property that best
describes the relationship between
both entities
2. Include the @id of the entity you
want to connect to using the
chosen property
<script type="application/ld+json">
[{
"@context": "https://schema.org/",
"@type": "BlogPosting",
"@id": "What is Schema Markup?",
"headline": "What is Schema Markup?",
"url": "https://www.schemaapp.com/schema-markup/what
-is-schema-markup/#BlogPosting",
"datePublished": "2024-05-02T05:48:56+00:00",
"publisher": {
"@type": "Organization",
"@id": “https://schemaapp.com/#Organization”,
"name": “Schema App”,
}
}]](https://image.slidesharecdn.com/marthavanberkelbrightonseosandiego2024presentationslides-241119014706-b4cba289/85/Content-Knowledge-Graphs-Powering-Your-SEO-Content-Strategy-26-320.jpg)
![4. You do Entity
Linking using your
Schema Markup
<script type="application/ld+json">
[{
"@context": "https://schema.org/",
"@type": "BlogPosting",
"@id": "https://www.schemaapp.com/schema-markup/what
-is-schema-markup/#BlogPosting",
"headline": "What is Schema Markup?",
"url": "https://www.schemaapp.com/schema-markup/what
-is-schema-markup/",
"datePublished": "2024-05-02T05:48:56+00:00",
"publisher": {
"@type": "Organization",
"@id": “https://schemaapp.com/#Organization”,
"name": “Schema App”,
"mentions": {
"@type": "Thing",
"name": “Structured Data”,
"sameAs": “kg:/m/05p2j70”,
"sameAs": “http://www.wikidata.org/entity/Q26813700”,
"sameAs": “https://en.wikipedia.org/wiki/Structured_data”,
"alternateName": “Schema Markup”,
}
}]](https://image.slidesharecdn.com/marthavanberkelbrightonseosandiego2024presentationslides-241119014706-b4cba289/85/Content-Knowledge-Graphs-Powering-Your-SEO-Content-Strategy-29-320.jpg)
![5. You’re using a glossary to define the terms
on your website
● Use Schema Markup to
manage and disambiguate
terms on your site
● A form of controlled
vocabulary
<script type="application/ld+json">
[{
"@context": "https://schema.org/",
"@type": "DefinedTerm",
"@id": "https://www.schemaapp.com/glossary/Entity/#DefinedTerm",
"name": "Entity",
"url": "https://www.schemaapp.com/glossary/Entity/",
"disambiguatingDescription": "A thing or concept that is unique and
distinguishable, with specific and well-defined attributes. An entity can
also described as a Data Item, a Resource, a Node, or a Thing.",
}]](https://image.slidesharecdn.com/marthavanberkelbrightonseosandiego2024presentationslides-241119014706-b4cba289/85/Content-Knowledge-Graphs-Powering-Your-SEO-Content-Strategy-30-320.jpg)
Content Knowledge Graphs: Powering Your SEO & Content Strategy
- 1. Content Knowledge Graphs: Powering Your SEO and Content Strategy Martha van Berkel Schema App /martha-van-berkel/ @marthavanberkel
- 2. Martha van Berkel’s Knowledge Graph Martha van Berkel name Schema Markup founder jobTitle nationality knowsAbout alumniOf owns mentions CEO directed alumniOf alumniOf Strategy & Innovation Math & Engineering provider provider
- 3. What is Schema Markup?
- 4. Schema Markup is Machine Readable Data <script type=“application/ld+json”> { “@context”: “https://schema.org”, “@type”: “Organization”, “@id”: “https://www.schemaapp.com/#Organization”, “url”: “https://www.schemaapp.com/”, “name”: “Schema App”, “name”: “Hunch Manifest Inc”, “description”: “Schema App is an end-to-end schema markup solution...”, “telephone”: “+18554448624”, “knowsLanguage”: “http://www.wikidata.org/entity/Q1860”, “areaServed”: “http://www.wikidata.org/entity/Q13780930”, “telephone”: “+18554448624”, “email”: “support@schemaapp.com”, “sameAs”: “https://www.linkedin.com/company/2480720/”, “sameAs”: “https://twitter.com/schemaapptool”, “sameAs”: “https://www.youtube.com/channel/@SchemaApp”, “address”: { “@type”: “PostalAddress”, “name”: “Schema App Address”, “@id”: “https://www.schemaapp.com/#PostalAddress”, “streetAddress”: “201 - 412 Laird Road”, “postalCode”: “N1G 3X7”, “addressRegion”: “Ontario”, “addressLocality”: “Guelph”, “addressCountry”: “Canada”, }, } </script> ● Helps search engines and machines better understand your content and entities ● Provides users with more accurate search results
- 5. Schema Markup helps you achieve rich results on the SERP Review Snippet Rich Result Product Rich Result Video Rich Result Event Rich Result Education Q&A Rich Results Q&A Rich Results Software App Rich Result
- 6. Growing Adoption of Schema Markup Source: Historical quarterly trends in the usage statistics of structured data formats for websites
- 7. Understanding Search Updates from Google October 2023 Structured Data is “machine readable data that search engines can use to understand the content." Aug 2024 Google updated Organization structured data documentation to emphasize that “Organization markup disambiguates one organization from others.” Disambiguation
- 8. Evolving Value of Schema Markup 2011 - 2023 Increased CTR from Rich Results 2023 – Present Future Growth in CTR from improved AI Understanding & Disambiguation in Search Accelerating Insights from Content Knowledge Graphs
- 9. Semantic Schema Markup creates your Content Knowledge Graph
- 10. Schema.org
- 13. Lexical search Search has moved from strings to things Semantic search Keywords Entities and Knowledge Graphs
- 14. Entity Home Your Webpage =
- 15. What is an Entity? An entity is a thing with specific attributes.
- 16. Language to define Entities on your website Schema Markup =
- 17. Entity Maturity Scale Keywords Topics are a group of keywords Entities relate topics with context (triples) Linked Entities to Wikipedia or Google Knowledge Graph Linked Entities within your Content Knowledge Graph Entity Maturity
- 18. What is a Content Knowledge Graph? A collection of relationships between the entities defined within the content on your website using a standardized vocabulary, from which new knowledge can be gained through inferencing.
- 19. Growing Importance of Knowledge Graphs
- 20. Gartner names Knowledge Graphs as a “Critical Enabler” technology Gartner: 30 Emerging Technologies That Will Guide Your Business Decisions (Feb 12, 2024)
- 21. Data.world: Knowledge Graphs provide Higher Accuracy for LLM Responses in Enterprises by 300% Source: data.world. (2023, November 13). A Benchmark to Understand the Role of Knowledge Graphs on Large Language Model Accuracy
- 22. ● Schema Markup is powerful tool for SEO but has additional applications. ● Knowledge Graphs that follow W3C standards enable you to re-use and contextualize data in new and useful ways. #6 Trend in Data Integration & Engineering: Knowledge Graphs Source: Sequeda, Juan. (2024, May 14) https://x.com/juansequeda/status/1790341829683970193
- 23. Drive quality traffic to your site Increase click-through rates to web pages Rank for more relevant search queries Content Knowledge Graphs can help search engines understand, disambiguate and contextualize your content
- 24. How do I know if my Schema Markup is Building a Content Knowledge Graph?
- 25. 1. Your Schema Markup is Nested Explains the hierarchy and relationship between the entities on your page Nested Schema Markup <script type="application/ld+json"> [{ "@context": "https://schema.org/", "@type": "Product", "name": "White Tshirt", "description": "Soft, cotton white Ts." "aggregateRating": { "@type": "AggregateRating", "bestRating": “100”, "ratingCount": “70”, "ratingValue": “81”, } }] Unnested Schema Markup <script type="application/ld+json"> [{ "@context": "https://schema.org/", "@type": "Product", "name": "White Tshirt", "description": "Soft, cotton white Ts." }, { "@context": "https://schema.org", "@type": "AggregateRating", "bestRating": “100”, "ratingCount": “70”, "ratingValue": “81”, }]
- 26. 2. You use the appropriate properties to connect the entities across your site 1. Pick the property that best describes the relationship between both entities 2. Include the @id of the entity you want to connect to using the chosen property <script type="application/ld+json"> [{ "@context": "https://schema.org/", "@type": "BlogPosting", "@id": "What is Schema Markup?", "headline": "What is Schema Markup?", "url": "https://www.schemaapp.com/schema-markup/what -is-schema-markup/#BlogPosting", "datePublished": "2024-05-02T05:48:56+00:00", "publisher": { "@type": "Organization", "@id": “https://schemaapp.com/#Organization”, "name": “Schema App”, } }]
- 27. Visit https://www.schemaapp.com/schema-paths/ to use the free tool 1. Select two Schema Types you want to connect 2. See all possible paths between both entities Schema Paths Tool
- 28. ● URIs ensure your entities are identifiable and retrievable ● In JSON-LD, URIs are expressed with the ‘@id’ attribute 3. Your Schema Markup includes Uniform Resource Identifiers (URIs)
- 29. 4. You do Entity Linking using your Schema Markup <script type="application/ld+json"> [{ "@context": "https://schema.org/", "@type": "BlogPosting", "@id": "https://www.schemaapp.com/schema-markup/what -is-schema-markup/#BlogPosting", "headline": "What is Schema Markup?", "url": "https://www.schemaapp.com/schema-markup/what -is-schema-markup/", "datePublished": "2024-05-02T05:48:56+00:00", "publisher": { "@type": "Organization", "@id": “https://schemaapp.com/#Organization”, "name": “Schema App”, "mentions": { "@type": "Thing", "name": “Structured Data”, "sameAs": “kg:/m/05p2j70”, "sameAs": “http://www.wikidata.org/entity/Q26813700”, "sameAs": “https://en.wikipedia.org/wiki/Structured_data”, "alternateName": “Schema Markup”, } }]
- 30. 5. You’re using a glossary to define the terms on your website ● Use Schema Markup to manage and disambiguate terms on your site ● A form of controlled vocabulary <script type="application/ld+json"> [{ "@context": "https://schema.org/", "@type": "DefinedTerm", "@id": "https://www.schemaapp.com/glossary/Entity/#DefinedTerm", "name": "Entity", "url": "https://www.schemaapp.com/glossary/Entity/", "disambiguatingDescription": "A thing or concept that is unique and distinguishable, with specific and well-defined attributes. An entity can also described as a Data Item, a Resource, a Node, or a Thing.", }]
- 31. You get a content knowledge graph that is reusable for insights
- 32. Content Knowledge Graphs to Support Content Teams
- 33. Content Inventory ● What exists on my website? ● How widely is a specific entity covered across the website's content? Content Coverage ● How much existing content overlaps with desired topics? ● Which entities are underrepresented, and where can additional content be created to improve coverage? Content Optimization ● What new content should be added? ● What existing content should be improved? Measure Performance ● How has this optimization impacted the performance of my content? Knowledge Graphs can answer these questions…
- 34. Real World Examples “Are your organization values showing up in the your content?” “We are strategically focused on AI in SaaS, are our product verticals talking about these entities. How much content do we have on this topic?”
- 35. ● Connectivity - Identifies key content that has the most connections ● Similarity - Identify pages that are most similar to a topic or a particular blog post, based on shared topics or references ● Clustering - Identify distinct clusters of related content within the website ● Depth - Under/overrepresented topics in content
- 36. Schema Markup to achieve Rich Results Schema Markup to build a Content Knowledge Graph Content Knowledge Graphs to get Content insights
- 37. DATA ARCHITECTURE Build Knowledge Graphs for all web data at scale and speed IT / AI INNOVATION Get answers from the Knowledge Graph to enable other IT and business Use Cases CONTENT Get Insights on content Topic Maps to inform Content Strategy WEB EXPERIENCE Tag Content to enable Web Experiences such as showcasing related concepts/topics This is only the Beginning
- 38. About Schema App
- 39. Schema App is a scalable End-to-End Schema Markup Solution for Enterprise Marketing teams. We help organizations use Schema Markup to build Content Knowledge Graphs to stand out in search and gain content insights, through our industry-leading platform and Customer Success. Trusted by Enterprises Worldwide
- 40. Schema App Value Scale Semantic Schema Markup across any site Reduce IT dependency to add agility Partner with Schema Markup Experts Semantic innovations to stay competitive
- 41. Create Schema Markup in the Schema App Editor and Highlighter 2. Author Schema App Process Build a Schema Markup strategy that delivers on specific business goals 1. Strategy Deploy Schema Markup through our platform and validate that the Schema Markup is seen by Search Engines 3. Deploy 4. Maintain and Monitor Proactively Monitor Schema Markup to ensure it stays complete and robust through content, and page changes. Use Schema Performance Analytics to see if your strategy is yielding desired results and get valuable insights to improve your Schema Markup strategy 5. Reporting & Insights
- 42. Schema App School Courses Visit training.schemaapp.com to get access to our free courses!
- 43. Questions? Download our FREE eBook ‘How to Drive Your Content Marketing Strategy Using Content Knowledge Graphs’ to learn about the value of Content Knowledge Graphs and how you can build your own! Get in touch with me! Martha van Berkel CEO & Co-Founder, Schema App Martha@SchemaApp.com www.SchemaApp.com Scan the QR code or visit https://bit.ly/ brightonseo-2024 to download your guide