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Schema: The Future of Affiliate Marketing (Affiliate Summit)

Publisher: Affiliate Summit  •  Duration: 19:59  •  Published: February 17, 2015

Jonathan Goodman, President of Halyard Consulting, presents at Affiliate Summit on the power of schema markup, why it matters for affiliates, and how structured data shapes search rankings and online visibility.

Show full transcript 0:00foreign0:24this is a 18-minute session and I have0:28an ask the experts right immediately0:31afterwards so this is a topic that’s0:35equal in our industry I guess to brain0:38surgery so there’s probably going to be0:40tons of questions but please come to the0:43ask the experts and we’ll do all that0:45because there’s a lot of crunching of0:46numbers and and time that we have to0:49discuss this it’s going to be kind of0:51tight0:52umWho am I0:53there is a warning this presentation0:56contains code and the discussion of code0:58there is a further warning that the code1:02is completely scaled down uh just for1:05comprehension1:07so I’m going to be talking about the1:09following things who am I what is schema1:12how it affects search results why should1:15Affiliates care and where are great1:18resources1:19so who am I I’m Jonathan Edward Goodman1:22I’m the president of halyard Consulting1:24we’re located in Jersey City New Jersey1:26the company was established in1:292007. our focus is primarily small to1:32medium-sized businesses in ranging from1:35service Industries financials lawyers1:38the whole range like that we are1:40WordPress exclusive uh that and we are1:44kind of getting into1:46um iPhone apps and things like that but1:48we are primarily WordPress exclusive1:51it’s a full range of internet marketing1:54services including optimization1:56development content public relations1:59advertising and I’ve written a book2:01called The World of internet marketing2:03and I also have a weekly podcast on2:05Fridays called the world of internet2:07marketing as well which you can find on2:09spreaker.com or on halyardconsulting.com2:14what is schema in one sentenceWhat is Schema2:18schema is search based unintended2:22meaning2:25what you see2:29what the engine say2:32there’s a differentiation between apple2:35the company and apple the product2:38when you type in apple2:41what do you mean2:43what happens is that Google has to2:46understand based on your previous2:48searches based on your personal intent2:52what you’re actually searching for2:57now let’s break this code down3:00item scope and item type3:03is saying3:05that we’re going to look for this3:07referencing code at schema.org3:11the name is Apple for both3:15the description3:17for Apple the company is that Apple Inc3:20formerly Apple computer Inc is an3:23American multinational corporation3:25headquartered in Cupertino California3:29while the Apple description3:33is that the apple is the promise fruit3:35of the apple tree species malleus3:38domestica in the Rose family3:42schema.org person is Steve Jobs3:46color is red for the Apple3:51so all already3:54were trying to differentiate something3:58that really on a daily basis the4:00computers these search engines can’t4:02really understand4:05how does it affect the search results4:09well here4:11is the video that I did with Todd4:15affiliate Summit East 2013 speaker4:19preview Jonathan Goodman4:22that in the item prop so we have item4:25prop is the video this is a video4:29the item type is coming from schema.org4:31and it’s going to reference all the data4:33that would be coming in from video4:36the name is affiliate Summit East 20134:40speaker preview Jonathan Goodman4:43duration4:45is4:47t6m51s so it’s 6 minutes 51 secondsMetadata4:53the thumbnail that image is defined as4:57Jonathan Goodman interview thumb5:00the description5:02being pulled just like we would in all5:04metadata in this video interview from5:07our speaker preview series we introduce5:09Jonathan Goodman CEO of halyard5:12Consulting5:16now5:17I did not read5:2050 Shades of Gray5:21but we’re going to break that down as a5:24book5:25so again we’re pulling from schema.org5:29in the book section5:31so we’ve pulled from the company we’ve5:34pulled from product we’ve pulled from5:37video5:38and now we’re going to look at book5:42the item name5:44is 50 Shades of Gray5:47the description is pulled in as 505:49Shades of Gray and I won’t read that5:51whole thing5:52the author is a person so to Define that5:56E.L James5:58is a person6:00differentiated and further descripts it6:03as6:05related to the book6:09and what was the date that it published6:11June 20th 2011 and you see all of this6:16is now what we used to have is data that6:20would be out there and not defined as we6:23get better at defining each individual6:25piece of data6:27Google and the search engines are able6:29to provide a better analysis when you’re6:33doing intended search6:38here’s an event a business event6:41the URL is affiliatesummit.com6:4413e conference the name is affiliate6:48Summit East6:492013. the start date is 8 18 2013 at 126:55pm6:56the location6:58schema.org postal address7:011117:041101 Arch Street Philadelphia PA7:0819107. now is that actually the correct7:11address because aren’t we on Market7:13Street and Broad so that could have been7:17better defined right7:20why should Affiliates care this is the7:22most important part of the presentationRanking7:25just because this is for Matt cutts who7:28handles you know the head of the web7:30spam team7:31just because you implement schema.org7:34doesn’t mean that you should necessarily7:37rank higher I’m not going to take it off7:39the table it’s always that slide of the7:42Google side but just because somebody7:45implements schema.org markup that7:48doesn’t mean that they’re necessarily an7:50automatically better site although it7:53could be a good idea to Mark up things7:56in a rich structure just because then7:59different people can slice and dice and8:02find your site more easily if they are8:05doing more digging8:07what do I say8:09I say a well-structured site rich in8:12detail and capable of correctly offering8:15more extensive data is more likely to8:19gain ranking within the search results8:21it makes senseGoogle Webmaster Tools8:25where are great resources8:30on the Google webmaster tools we have8:33structured data testing tool which tests8:36authorship test authorship data email8:39verification Rel author markup publisher8:43markup extracted structured data and8:47rdfa nodes and you can see8:51it might be a little bit difficult to8:52see in this slide but we put in a URL8:56and that URL pulls in the data as it9:00would be displayed in the search engines9:03there’s the preview it has my image in9:05it it has my information and the9:09description9:10and what the URL is as we’ve defined it9:13and what the title is so from the9:17authorship testing result you can see9:19that in addition to that data being9:21shown you also have a Google Plus9:24profile which is My URL within Google9:27Plus and my name9:30so there is direct correlation and9:33that’s why it’s pulling in that image of9:35me9:36it’s direct correlation because it9:38understands that how your Consulting is9:40owned by me9:41and that the author of that article is9:44me and I am that Google Plus personalityStructured Data Markup Helper9:50you have structured data markup helper9:53which is you’re able to go into the9:56webmaster tools and you’re able to say9:58to Google I want you to look at this10:00entire website it goes through and it’s10:03going to show you about 10 pages and as10:06you’re going through each page you’re10:09going to be able you’re going to be10:10asked to Define what is Google looking10:13at at different points are they is this10:17considered a title is this where the10:20author’s name generally comes in is that10:22author named Jonathan Goodman well if it10:25is then I’m going to go through the rest10:27of the website and look for all10:29instances within that area of the code10:31that says Jonathan Goodman and I will10:34know that all of these Pages relate to10:36that specific author it does images it10:39does content it does links it does10:41events it does videos it goes through10:44and the more that you’re willing to sit10:46there and perfect it the better your10:49website’s going to be if your website10:51has a hundred Pages it probably will be10:54able to figure it out within 10 pages if10:56your if your website has tens of10:59thousands of pages and it’s e-commerce11:01and blog and calendar and all these11:04variables it’s going to take a while11:06you’re going to have to sit there and go11:07through it the advantages that you’re11:10going to be able to have clear data that11:13is going to be provided when people do11:15intended searches which is rarely where11:18everything is goingSchema Creator11:20schema Creator which is schema Dash11:23creator.org is a good starting point11:27uh how many developers are in the room11:32I was two more than I was expecting I11:35really didn’t think that anyone really11:37is a developer in this group so schema11:40Creator is a perfect way for you to kind11:43of get around that11:45that issue of having to write up all11:47this Market content11:50and then in addition to schema Creator11:53if you’re running how many people are11:54running WordPress11:56okay great so WordPress uh one of the11:59good plugins is yoast12:01um that’s a lot of metadata stuff but it12:04also has the ability to do uh Facebook12:06which is12:08um the open face Facebook information12:12that will translate into Google schema12:16and that’s uh12:18you know that’s really the best way if12:21you’re not writing the code yourself and12:23you’re not able to kind of go into12:25webmaster tools and do it this way12:28that’s a that’s a great tool for you to12:30do on a on every day12:33um I oh okay so we have like three12:36minutes12:38we did pull the microphone away12:41I have six minutes12:43well I have to run12:45are there any questions12:48I’ve stunned everybody into silenceSchema Analysis12:54uh I could go into more detail so if we12:56have six minutes I can kind of go back12:58and really I ran through that pretty12:59quick so13:02let’s go through and really talk about13:05what what is happening here in fact13:10let’s see now I’m not gonna I’m not13:12gonna try to pull up schema.org but13:16let’s just analyze this from intended13:19search if you were looking at affiliate13:21Summit East and you did a search and you13:24said videos for affiliate Summit13:28a descriptor like this with the code as13:32it is is going to have better intended13:35search results that’s going to give it a13:38higher ranking I mean Google says it’s13:40not it is simply because it better13:42understands and defines13:45what is the information within it13:51when you’re talking about any type of13:53book13:55you then have the ability there’s a13:57movie coming out right so at some point14:00that movie will get a descriptive on the14:03video it’ll be an entertainment from the14:05schema.org and then the the two will14:09kind of merge there’ll be a14:11differentiator between book14:13person the author and then the movie and14:17then those actors so the actors in those14:20movies are then able to be brought into14:23that that pool of data for that one14:28topic14:33when we’re talking about events if14:35anybody has events on their website14:38you can get a you can wind up getting14:42better ranking because what’s going to14:44eventually happen is in the search14:45engines you’re starting to see this if14:48you put like Leonardo da Vinci or14:50anybody like you know a significant uh14:53artist or significant famous individual14:55they’re kind of going to separate it14:57they’re going to split the screen you’re14:59going to have results links on the left15:02side and then on the right side you’re15:04going to actually have data provided for15:06you this is very similar if you were15:08doing an event so for affiliate Summit15:10East if you searched on that you could15:13probably have and I just haven’t done it15:15recently but I would I would likely15:17expect that on the right hand side15:19you’ve got a couple of obviously15:22affiliatesummit.com then you’ve got a15:24couple of other articles that are coming15:26in you’ve got the videos that are being15:28presented images if any of those are15:30marked up for the um for the right terms15:34if they’re saying affiliate Summit15:36images and then on the right hand side15:38right you probably have the map you have15:42the event as it’s put there and you know15:46right now it’s kind of iffy you can go15:49in and you can put it in and sometimes15:51it’ll be there for Leonardo da Vinci but15:54it might not be there for Pablo Picasso15:56so it it’s it they’re working on kind of15:59figuring it out and obviously in the16:01first page there’s you know there’s16:03there’s real estate that’s being taken16:05up by a lot of different things but at16:08the end of the day Google is trying to16:10provide you with better results and get16:14you to the point where you’re actually16:16done searching for your information and16:19not even necessarily clicking through to16:22another page if you needed to find out16:24when Pablo Picasso died and you typed in16:27Pablo Picasso and it showed you on the16:29right hand side that’s that’s the end of16:31your results that’s the end of your16:33search16:38okay pretty good16:41no questions oh question in the back16:48so the question is co-sitation and16:51co-reference16:53co-sitation16:55from like like if I’m looking up a New16:59York Times article and then there’s a17:02reference to17:04to the to the person that were that that17:06the article is about17:16not sure I understand the question17:20I don’t I don’t totally hear the17:22question that’s the first part17:24but just say it again17:29yep17:33today17:35is it playing into the rankings for this17:37for schema today17:40oh okay is co-reference and Cosi17:44yeah well I don’t know the answer to17:46that17:47yeah17:49okay18:01I well I think that what Google18:03eventually wants to get to is18:07the intended users search was is being18:10searched the results are for the search18:13so is it18:16is it in you know is it say that say the18:19question again because you’re all the18:21way in the back18:41right so you’re asking is a is a website18:44that has schema marked up in it is it18:47getting better rankings than a website18:49that is not marked up with schema18:59so your19:01you’re under the assumption that the19:04rankings are based on the previous19:07click-through rates of19:09of a website19:16broadly so broadly broadly speaking19:20you know there’s there’s two there’s two19:23thoughts here19:24Matt cutts would say that it doesn’t19:27have an immediate impact and on the19:30other side of that I would say that a19:33website that is fully marked up with19:37content with visitor you you know data19:41is going to have a easier time ranking19:46than a site that does not19:48excellent thank you so much I’ll be at19:51the experts the ask the experts right19:54now Book a Conversation Explore AI Strategy & Integration [tcb-script type=”application/ld+json”]{ “@context”: “https://schema.org”, “@type”: “VideoObject”, “name”: “Schema: The Future of Affiliate Marketing”, “description”: “Jonathan 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