Structured Data – The 80s Hair Metal Edition Matthew J. Brown - Moz - @MatthewJBrown

The Presentation inside:

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Structured Data – The 80s Hair Metal Edition Matthew J. Brown - Moz - @MatthewJBrown

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Remember REO Speedwagon?

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Remember 10 blue links?

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So now we’ve got SERPs that ROCKKKK

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Structured data allows big sites to buy ‘beachfront property’

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And also allows smaller players to snatch up real estate

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Big sites: Ahead of the game Almost 75% of the Top 100 sites in Alexa contain structured data markup Over the Top 1 Million sites in Alexa, that drops to 20%

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But the game changes all the time

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The (updated) basics

Slide 10, Twitter Cards, Authorship, Open Graph (all of these and more covered by @ipullrank here:

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Image markup: Open Graph Open Graph Tags

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Keep a lookout for new Open Graph actions:

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Yandex is using Open Graph create interactive “Islands”

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Gmail is supporting ‘Actions in the Inbox’ with

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Twitter Cards Twitter Cards:

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Keep a lookout for new channels using data markup (Pinterest’s Rich Pins:

Slide 17 Step 1 - RTFM! “If your site has very few pages, or very few pages with marked-up structured data, it may not be picked up by the rich snippets system.”

Slide 18 Step 2: Prioritize

Slide 19 Step 3: Competition

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Nerdy Data

Slide 21 Step 4: Validate -

Slide 22 Step 5: Keep track of changes to this WMT page:

Slide 23 Step 6: The rich snippets Hail Mary:

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Let’s get Semantic

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Hummingbird Deeper Dive on Hummingbird from Aaron Bradley ( and AJ Kohn ( Source: SEOSkeptic

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It’s not just about links anymore

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Go all in with markup

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Semantic SEO = Entities

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Semantic SEO = Relationships

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Alchemy API

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What did we learn from the 80s?

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Sometimes, the party is over

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Google is the grunge of search

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They’re taking over lots of the good stuff

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Way more

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Displacing entire verticals

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Sometimes without structured data

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Have a plan to survive

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Our brave new mobile world

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Mobile + Desktop BFFs

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Plan for mobile/table traffic

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Use authorship to maximize domain authority

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G+ Put G+ and Author Rank to work

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Author rank and G+

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Can I be an “entity in the knowledge graph”? YES.

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Stryper says THANKS! Email: [email protected] Twitter: @MatthewJBrown