Jeffrey Burns - Structured Data for Healthcare
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The document discusses the importance of schema markup, particularly in the healthcare sector, emphasizing its role in improving search visibility on Google. It outlines how structured data can enhance the way healthcare information is presented online, making it more understandable for search engines and easier for users to find relevant content. Additionally, it highlights the various types of medical entities and schema.org definitions that can be utilized to optimize health-related searches.
![Martha van Berkel
CEO, Schema App
Headline-Open Sans 36 pt Hex #FFFFFF
[DATE] - FEBRUARY 7, 2020 - Open Sans (Caps) 14 pt Hex #FFFFFF
Jeffrey Burns
Customer Success Team Lead, Schema App
Structured Data for Healthcare](https://image.slidesharecdn.com/structureddatawebinarwithsemrushmedicalschema6-210623053813/85/Jeffrey-Burns-Structured-Data-for-Healthcare-1-320.jpg)
!["Structured Data, where many
of the new features [in
Search] come from."
John Mueller
Google IO, May 18, 2021
Evolution of Search](https://image.slidesharecdn.com/structureddatawebinarwithsemrushmedicalschema6-210623053813/85/Jeffrey-Burns-Structured-Data-for-Healthcare-8-320.jpg)
![“When it comes to medical [searches], our
algorithms are more critical”
John Mueller, Google Webmaster Tools Spokesperson
October 15th, 2020](https://image.slidesharecdn.com/structureddatawebinarwithsemrushmedicalschema6-210623053813/85/Jeffrey-Burns-Structured-Data-for-Healthcare-42-320.jpg)
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Jeffrey Burns - Structured Data for Healthcare
- 1. Martha van Berkel CEO, Schema App Headline-Open Sans 36 pt Hex #FFFFFF [DATE] - FEBRUARY 7, 2020 - Open Sans (Caps) 14 pt Hex #FFFFFF Jeffrey Burns Customer Success Team Lead, Schema App Structured Data for Healthcare
- 3. Schema App is Trusted by SEOs Worldwide
- 5. Google Health - Update Google reports that around 7% of its daily searches are health related, and it receives around 1 billion health questions every day, or 70,000 health-related searches each minute.
- 6. Google Health David Feinberg, lead of Google Health said, “one idea would be to bring Google’s search expertise to doctors, so they could more easily access information in the medical record and spend less time on documentation.” He also wants to improve health-related searches on Google. CNBC Article (11/2/19): Google Health is finally opening up about its plans, and they’re all about search
- 8. "Structured Data, where many of the new features [in Search] come from." John Mueller Google IO, May 18, 2021 Evolution of Search
- 9. Schema Markup = Structured Data
- 10. Be Found Across Platforms Add Schema Markup Desktop and Mobile Search Voice Search Discovery on all surfaces Source - Google I/O webinar - scroll over to the 33:45 minutes mark
- 11. Schema Markup is Code that Google Understands
- 12. Make an Impression in Search Schema Markup is an SEO strategy to help your content to be understood explicitly by search engines and stand out in search.
- 13. The Vocabulary: https://schema.org Schema.org is a vocabulary and structure created by Google, Yahoo, Bing and Yandex back in 2011. There are over 800 different definitions, each with 20+ properties to define them. Schema Markup (aka Structured Data) is the act of applying Schema.org vocabulary in the form of code to your digital content.
- 14. Health & Life Sciences Extension (expansive!) NOTE: Depicts only the primary schema.org “type”. Other markup will be embedded. https://health-lifesci.schema.org/ Organization Donate Action Product (Shop) Medical Scholarly Article News Article Events Recipes Drug Medical Study Medical Condition Medical Therapy Diet Medical Tests Exercise Plans Medical Device Article Medical Cause Medical Sign or Symptom Medical Risk Factors Studies and Trials
- 15. Health & Life Sciences Extension: Medical Entities ● Conditions ● Signs and symptoms ● Causes ● Risk factors ● Tests ● Devices ● Therapies (including drugs and procedures) ● Studies and trials ● Guidelines ● Diets ● Supplements ● Exercise plans ● Anatomy
- 16. Rich Results
- 19. 32 Ways to Stand Out In Search
- 26. Identify key content in your patient journey Optimize with unique markup so it is understood
- 27. Google Required & Recommended + Schema.org Properties Inform Content
- 28. Content eligible for Rich Results Apply at Scale
- 29. Exploring the Health & Life Sciences Extension
- 31. Health & Life Sciences Extension: Popular Types Medical Clinic/ Hospital Medical Procedure Medical Therapy Medical Indication Medical Study Medical Condition Medical Test Medical SignOr Symptom
- 32. Each bubble represents a data item Organization Hospital parentOrganization Medical Organization
- 33. Hospital Has Pos Has Map Has Offer Catalog Identifier Is Accessible For Free Select… True False Isic V 4 Latitude Legal Name Lei Code Location Logo Longitude Main Entity Of Page Makes Offer Maximum Attendee Medical Specialty Capacity Member Member Of Naics Number Of Employees Opening Hours Owns Parent Organization Payment Accepted Photo Required Fields Address Image Name URL Recommended Fields Aggregate Rating Department Geo Opening Hours Specification Review Telephone Other Fields Additional Property Additional Type Alternate Name Alumni Amenity Feature Area Served Award Awards Available Service Branch Code Brand Contact Point Contained In Place Contains Place Currencies Accepted Description Disambiguating Description Dissolution Date Duns Email Employee Event Fax Number Founder Founding Date Founding Location Funder Geo Contains Geo Covered By Geo Covers Geo Crosses Geo Disjoint Geo Overlaps Geo Touches Geo Within Global Location Number Potential Action Price Range Public Access Select… True False Publishing Principles Same As Seeks Slogan Smoking Allowed Select… True False Special Opening Hours Specification Sponsor Sub Organization Subject Of Tax Id Type Vat Id
- 34. Each bubble represents a data item Place Contact Point Medical Specialty Organization Hospital parentOrganization medicalSpecialty areaServed “Neurologic” “Toronto” contactPoint Medical Organization
- 35. Medical Specialty Other Fields Additional Type Alternate Name Description Disambiguating Description Identifier Image Main Entity Of Page Name Potential Action Same As Subject Of Type Medical specialty Url Enumeration members Muskuloskeletal Neurologic Nursing Obstetric Oncologic Optometric Otolaryngologic Pathology Pediatric PharmacySpecialty Physiotherapy PlasticSurgery Podiatric PrimaryCare Psychiatric PublicHealth Pulmonary Renal RespiratoryTherapy Rheumatologic SpeechPathology Surgical Toxicologic Urologic Anesthesia Cardiovascular CommunityHealth Dentistry Dermatology DietNutrition Emergency Endocrine Gastroenterologic Genetic Geriatric Gynecologic Hematologic Infectious Laboratory Science Midwifery
- 36. Each bubble represents a data item Place Contact Point Medical Specialty Organization Hospital Physician parentOrganization m edicalSpecialty medicalSpecialty areaServed Medical Procedure recognizingAuthority “Neurologic” “Toronto” “Doctor” contactPoint Medical Organization
- 39. Medical Condition Additional Type Alternate Name Associated Anatomy Cause Code Description Differential Diagnosis Disambiguating Description Drug Epidemiology Expected Prognosis Guideline Identifier Image Legal Status Main Entity Of Page Medicine System Name Natural Progression Pathophysiology Possible Complication Possible Treatment Potential Action Primary Prevention Recognizing Authority Relevant Specialty Risk Factor Same As Secondary Prevention Sign Or Symptom Stage Status Study Subject Of Subtype Type Medical condition Typical Test Url Reference Wiki to add additional clarity
- 40. Hospital Medical Condition Physician Contact Point Job Posting FAQ Donate Action Educational Occupational Credential Awards About Page Course Schedule Action Medical Procedure Hospital NOTE: Depicts only the primary schema.org “type”. (expansive!)
- 41. EAT your schema!
- 42. “When it comes to medical [searches], our algorithms are more critical” John Mueller, Google Webmaster Tools Spokesperson October 15th, 2020
- 43. ● Focus on author & physician profiles, list credentials ● Include citations in your editorial content ● Answer specific questions with Articles & Blogs ● Use Schema Markup to Structure your data to define relationships. ● Use Wikidata definitions to define concepts & entities. Actions for Becoming the Authority
- 47. reviewedBy
- 49. Use Wikidata definitions to define concepts & entities.
- 51. Opportunity in two steps
- 52. What information do your consumers need to find on your website? Medical Specialties Physicians Medical Procedures Research Papers Hospitals Clinics (C) 2020 Healthcare Internet Conference
- 53. What content do you want to make easy to find? Covid Announcements Videos FAQ Ratings How-to Articles Physician Reviews Courses Job Listings Local Business Home Activities Recipes Products Medical Tests (C) 2020 Healthcare Internet Conference
- 54. Stand Out & Re-Engage your Consumers Increased Clicks Increased Engagement Increased Visibility Increased Traffic Increased Ease
- 55. SEO Strategy: Schema Markup is One Part Schema Markup Descriptions URL Title Crawlability Fast Load Speed Ease of Use Keywords Content