Making your website stand out with structured data
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The document discusses the importance of structured data in enhancing website visibility and engagement through better search listings. It explains key concepts such as schema and markup, as well as practical steps for implementing structured data using PHP and HTML. The collaboration of major search engines in creating schema.org is highlighted to emphasize its impact on click-through rates.
Making your website stand out with structured data
- 1. MAKING YOUR WEBSITE STAND OUT /W STRUCTURED DATA Created by Mendel Kurland / @ifyouwillit Photo Credit: paul bica via Compfight cc
- 2. I'M MENDEL mendel.me | @ifyouwillit Developer Marketer Small business advocate Inventor GoDaddy Evangelist
- 3. WHAT'S IN STORE? The vocabulary of data Why structured data is important Implementing structured data using PHP / HTML
- 4. THE VOCABULARY OF DATA - Schema - - Markup - Photo Credit: Håkan Dahlström via Compfight cc
- 5. WHAT THE HECK IS A SCHEMA? A schema is a cognitive framework or concept that helps organize and interpret information. (http://psychology.about.com/od/sindex/g/def_schema.htm)
- 6. USPS http://4vector.com/free-vector/addressed-envelope-with-stamp-clip-art-114525
- 9. SCHEMA.ORG
- 10. WHAT THE HECK IS MARKUP? A (document) markup language is a modern system for annotating a document in a way that is syntactically distinguishable from the text.
- 12. IN HTML, TAGS ARE 'MARKUP'
- 13. WHY STRUCTURED DATA IS IMPORTANT Photo Credit: Beraldo Leal via Compfight cc
- 14. MAJOR COLLABORATION Google, Microsoft, Yandex, and Yahoo! collaborated to invest in and create the standard at schema.org.
- 15. MAKES SEARCH LISTING MORE ATTRACTIVE
- 16. MAKES SEARCH LISTING MORE ENTICING
- 17. HIGHER CLICK-THROUGH Rich data in search results mean higher click-through. can Click-through can depend on... How many other listing have rich data Relevancy of the search results Context of the rich data displayed
- 18. LOWER CLICK-THROUGH Just checking the date and time? No click-through needed.
- 19. IMPLEMENTING STRUCTURED DATA USING PHP / HTML Find the correct schema Create a static PHP page Make static PHP page dynamic Check our work Photo Credit: Michel Filion via Compfight cc
- 20. FIND THE CORRECT SCHEMA (Event + Address)
- 23. CREATE A STATIC PHP PAGE
- 25. MAKE STATIC PHP PAGE DYNAMIC Change static pieces to variables.
- 27. PREVIEW NEW PAGE THAT WE CREATED (http://schema.ninja/examples/wwc.php)
- 29. MAKE SURE EVERYTHING CHECKS OUT! Use Google's markup validator.
- 31. AND THAT IS HOW YOU IMPLEMENT STRUCTURED DATA!
- 32. QUESTIONS? Presentation URL mendel.me/presentations/structureddata Connect on Twitter @ifyouwillit Photo Credit: alexanderdrachmann via Compfight cc