Advanced Structured Data: Beyond Rich Snippets
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The document discusses how structured data can be used to enhance search engine results and user experiences across websites, mobile apps, and other interfaces. It provides examples of using schemas like Microdata and JSON-LD to define relationships in structured data that power rich snippets, app deep links, personalized search cards, and more. The use of structured data from emails and events is also highlighted as a way to deliver pushed search results and populate the knowledge graph.
![Event Structured Data
<script type="application/ld+json">
[{
"@context" : "http://schema.org",
"@type" : "MusicEvent",
"name" : "B.B. King",
"startDate" : "2014-04-12T19:30",
"location" : {
"@type" : "Place",
"name" : "Lupo’s Heartbreak Hotel",
"address" : "79 Washington St., Providence, RI"
},
"offers" : {
"@type" : "Offer",
"url" : "https://www.etix.com/ticket/1771656"
}
},
]
</script>](https://image.slidesharecdn.com/structured-data-smx-west-2015-150305130053-conversion-gate01/85/Advanced-Structured-Data-Beyond-Rich-Snippets-31-320.jpg)
Advanced Structured Data: Beyond Rich Snippets
- 1. Structured Data: Beyond Rich Snippets
- 2. Justin Briggs Founder, Briggsby [email protected] @JustinRBriggs Taking on new clients
- 3. Schema takes you from web to data
- 4. Relationships Defined as Triples Subject ObjectPredicate=> =>
- 5. Getting Crazy With Movie Relationships Psycho (Movie) Alfred HitchcockHas Director=> =>
- 6. Structured Data in SERPs
- 7. Increase Visibility & CTR Rich Snippets • Reviews • People • Products • Businesses & organizations • Recipes • Events • Music
- 8. Encoding with Microdata Tea Chai Té An awesome tea shop in a caboose. 7983 SE 13th Ave Portland, OR Phone: 503-432-8747 <div itemscope itemtype="http://schema.org/LocalBusiness"> <span itemprop="name">Tea Chai Té</span> <span itemprop="description">An awesome tea shop in a caboose.</span> <div itemprop="address" itemscope itemtype="http://schema.org/ PostalAddress"> <span itemprop="streetAddress">7983 SE 13th Ave</span> <span itemprop="addressLocality">Portland</span>, <span itemprop="addressRegion">OR</span> </div> Phone: <span itemprop="telephone">503-432-8747</span> </div>
- 9. Encoding with JSON-LD Tea Chai Té An awesome tea shop in a caboose. 7983 SE 13th Ave Portland, OR Phone: 503-432-8747 <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "LocalBusiness", "address": { "@type": "PostalAddress", "addressLocality": “Portland”, "addressRegion": “OR”, "streetAddress": "7983 SE 13th Ave" }, "description": "An awesome tea shop in a caboose.", "name": "Tea Chai Té", "telephone": "503-432-8747" } </script>
- 10. Microdata or JSON-LD • Works with information already present • Minimal effort to qualify existing information • Awkward situations to get certain data marked up • Inserting data on page for markup only • Can be added to hyperlinks Microdata JSON-LD • Not dependent on information already present • Compact and direct • Duplicate calls already made to build page • No relation to page content • Information not normally in markup They can be used together
- 11. Search is rapidly becoming more mobile & conversational
- 12. Historical Model of Search Web Search Page Page Page
- 13. Search as an Interface Search Web Email Knowledge Graph Schema Mobile Apps Documents Databases Applications
- 14. Structured Data for Apps
- 15. App Deep Links android-app://{package_id}/{scheme}/{host_path} Ø package_id - app ID in Play store Ø scheme - http or custom scheme Ø host_path - specific content within app
- 16. App Deep Link Crawl <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebPage", "@id": "http://example.com/gizmos", "potentialAction": { "@type": "ViewAction", "target": "android-app://com.example.android/http/example.com/gizmos" } } </script>
- 17. Drive App Engagement App launch can be default behavior… Clicking this launches the app!
- 18. App Actions App Indexing Knowledge Graph App Actions+ =
- 19. App Actions <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "MusicGroup", "name": "Weezer", "potentialAction": { "@type": "ListenAction", "target": "android-app://com.spotify.music/http/we.../listen" } } </script>
- 20. App Actions
- 21. Building an Action Graph Order me a pizza? Schedule my meeting? Drive my car? Ok, Google
- 22. Personalized cards on mobile search
- 23. Personalized Google Now Cards Personal information in search Understands hotel as entity Pushes information when it’s needed
- 25. Comes from understanding a user’s email
- 26. Structured Data For Emails
- 27. Parsing Our Personal Data Gmail extracted structured data Powers pushed search results
- 28. Actions in the inbox <div itemscope itemtype="http://schema.org/EventReservation"> <meta itemprop="reservationNumber" content="E123456789"/> <link itemprop="reservationStatus" href="http://schema.org/Confirmed"/> <div itemprop="underName" itemscope itemtype="http://schema.org/Person"> <meta itemprop="name" content="John Smith"/> </div> <div itemprop="reservationFor" itemscope itemtype="http://schema.org/Event"> <meta itemprop="name" content="Foo Fighters Concert"/> <meta itemprop="startDate" content="2017-03-06T19:30:00-08:00"/> <div itemprop="location" itemscope itemtype="http://schema.org/Place"> <meta itemprop="name" content="AT&T Park"/> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <meta itemprop="streetAddress" content="24 Willie Mays Plaza"/> <meta itemprop="addressLocality" content="San Francisco"/> <meta itemprop="addressRegion" content="CA"/> <meta itemprop="postalCode" content="94107"/> <meta itemprop="addressCountry" content="US"/> </div> </div> </div> </div> Structured data in emails can appear in search results
- 29. Pushed Search Results That’s how you get this! And this!
- 30. Upcoming Events in Knowledge Graph
- 31. Event Structured Data <script type="application/ld+json"> [{ "@context" : "http://schema.org", "@type" : "MusicEvent", "name" : "B.B. King", "startDate" : "2014-04-12T19:30", "location" : { "@type" : "Place", "name" : "Lupo’s Heartbreak Hotel", "address" : "79 Washington St., Providence, RI" }, "offers" : { "@type" : "Offer", "url" : "https://www.etix.com/ticket/1771656" } }, ] </script>
- 32. Pushed Events Events pushed in search based off location