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@jonoalderson
Structured data for content marketing
@jonoalderson
● Structured data is how we communicate with search engines.
● We use schema.org to describe the relationships between all of our things.
● Things are (in) content.
● Describing those entities and relationships helps to manage understanding.
● That helps us to control the narrative.
● That’s called marketing.
● Structured data is content marketing (to/for machines).
● So, what does that look like?
Content marketing?
@jonoalderson
@jonoalderson
@jonoalderson
@jonoalderson
@jonoalderson
@jonoalderson
@jonoalderson
@jonoalderson
@jonoalderson
Things which people miss(take)...
● WebPage vs Article vs Blog vs BlogPosting
● Comments and commenters
● Attaching images to nodes
● Content review(er)s
● significantLink and relatedLink
● Potential actions
● Advanced breadcrumb behaviour
@jonoalderson
WebPage vs Article vs Blog vs BlogPosting
● The relationship between these properties is complex.
● Multi-typing can make this easier!
○ Use [“WebPage”, “Blog”] for your blog ‘index’?
○ Or use [“WebSite”, “Blog”] for to describe your whole site?
○ Use [“Article”, “BlogPosting”] for individual posts?
○ Use isPartOf to connect your blog posts back to the blog.
● Ignore Google when they say “don’t describe the web page”.
@jonoalderson
Comments and commenters
● Comments are rich, deep,
connected entities!
● Describe individual
commenters.
● Consolidate references for
known/existing/duplicate
commenters.
● Describe comment relationships
(via “parentItem”).
@jonoalderson
Attaching images
● I have an blog post which contains images.
● Are they “in the article”? Or “on the webpage”? Or both? Or something else?
● The answer is none of these.
● Images exist independently of their
context in the content.
● Describe their relationships to build
strong connections!
● Use “primaryImageOfPage” alongside
“image” to describe relationships.
@jonoalderson
Content Reviewers
● How trustworthy is your content marketing?
@jonoalderson
Related links
● What are you citing?
@jonoalderson
Potential Actions
● What can you do with or to this thing?
● What’s the item, action, and
actor?
● Can you…
Achieve, assess, consume, control,
create, find, interact, move, organize,
play, search, seek, solve, trade, transfer,
update?
● These have subtypes (like buy,
watch, read)!
@jonoalderson
Advanced Breadcrumb behaviour
● Where are you in the site?
● Think about how you describe
the current page, and the site
structure above/around it.
● The last page and the current
page should usually be the
same thing!
@jonoalderson

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Jono Alderson - Structured Data for Content Marketing

  • 2. @jonoalderson ● Structured data is how we communicate with search engines. ● We use schema.org to describe the relationships between all of our things. ● Things are (in) content. ● Describing those entities and relationships helps to manage understanding. ● That helps us to control the narrative. ● That’s called marketing. ● Structured data is content marketing (to/for machines). ● So, what does that look like? Content marketing?
  • 11. @jonoalderson Things which people miss(take)... ● WebPage vs Article vs Blog vs BlogPosting ● Comments and commenters ● Attaching images to nodes ● Content review(er)s ● significantLink and relatedLink ● Potential actions ● Advanced breadcrumb behaviour
  • 12. @jonoalderson WebPage vs Article vs Blog vs BlogPosting ● The relationship between these properties is complex. ● Multi-typing can make this easier! ○ Use [“WebPage”, “Blog”] for your blog ‘index’? ○ Or use [“WebSite”, “Blog”] for to describe your whole site? ○ Use [“Article”, “BlogPosting”] for individual posts? ○ Use isPartOf to connect your blog posts back to the blog. ● Ignore Google when they say “don’t describe the web page”.
  • 13. @jonoalderson Comments and commenters ● Comments are rich, deep, connected entities! ● Describe individual commenters. ● Consolidate references for known/existing/duplicate commenters. ● Describe comment relationships (via “parentItem”).
  • 14. @jonoalderson Attaching images ● I have an blog post which contains images. ● Are they “in the article”? Or “on the webpage”? Or both? Or something else? ● The answer is none of these. ● Images exist independently of their context in the content. ● Describe their relationships to build strong connections! ● Use “primaryImageOfPage” alongside “image” to describe relationships.
  • 15. @jonoalderson Content Reviewers ● How trustworthy is your content marketing?
  • 17. @jonoalderson Potential Actions ● What can you do with or to this thing? ● What’s the item, action, and actor? ● Can you… Achieve, assess, consume, control, create, find, interact, move, organize, play, search, seek, solve, trade, transfer, update? ● These have subtypes (like buy, watch, read)!
  • 18. @jonoalderson Advanced Breadcrumb behaviour ● Where are you in the site? ● Think about how you describe the current page, and the site structure above/around it. ● The last page and the current page should usually be the same thing!