These slides were presented at the Semrush webinar "Structured Data for Content Marketing". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-for-content-marketing/

1. Content Marketing + Structured Data
Martha van Berkel
CEO, Schema App

2. MIT
Queen’s
University
Strategy &
Innovation
Mathematics
& Engineering
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alumniOf
alumniOf
provider
provider
founder
nationality
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3. Schema Markup = Structured Data

4. Schema Markup is an SEO strategy to help
your content to be understood explicitly by
search engines and stand out in search.

5. 52%
of Google Search Central
documentation updates
are on schema markup
57 updates to documentation are directly related to structured data (out of 109 total updates)
March 2020 - March 2021
Google is Investing More in Schema Markup

6. 16
version releases from
2012 to 2019
12
version releases from
2020 to today
Schema.org

7. Schema Markup is
Code that Google
Understands

8. 1. Rich Result Opportunities
2. Schema.org + Properties
3. Connected Schema Markup
4. Wikidata + Wikipedia
5. Strong Connectors
The List

9. #1
Rich Result Opportunities

10. 32+ Ways to Stand Out in Search

11. Opportunities Expanding: New Rich Results

12. How-to

13. FAQ

14. Product

15. https://developers.google.com/search/docs/data-types/article

17. #2
Schema.org

18. 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.
The Vocabulary: https://schema.org

19. Schema.org

22. Use more than required and recommended.
Don’t use all properties.
Use properties to inform content.

23. #3
Connected Schema Markup

24. a
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offer
about
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Contact
page
People
Organization
US
Office
European
Office
Job
Posting
FAQ
Product
Review
Video
Object
Rating
Offer
(price)
How To
FAQ
Image
Object
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Connect Your Schema Markup to Tell a Story

25. https://www.schemaapp.com/schema-paths/

27. July 8 2020, Update to documentation to connect markup.
Connect Markup with @IDs
https://developers.google.com/search/docs/guides/sd-policies

28. #5
Wikidata + Wikipedia

29. Use Wikidata definition to define concepts

30. sameAs = https://en.wikipedia.org/wiki/Wembley_Stadium

31. sameAs = https://en.wikipedia.org/wiki/World_Health_Organization

32. mentions = https://www.wikidata.org/wiki/Q552581

33. #6
Strong Connectors

34. about
mentions
subjectOf
hasPart
Use Strong Connections

35. Article
about
https://en.wikipedia.org/wiki/Friends
mentions
https://en.wikipedia.org/wiki/Justin_Bieber

36. Article
about
https://en.wikipedia.org/wiki/Friends
mentions
https://en.wikipedia.org/wiki/Justin_Bieber
subjectOf
FAQ

37. Schema App is Trusted by SEOs Worldwide

38. Contact
Martha van Berkel
CEO, Schema App
martha@schemaapp.com
Twitter: @marthavanberkel