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foreign
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this is a 18-minute session and I have
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an ask the experts right immediately
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afterwards so this is a topic that's
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equal in our industry I guess to brain
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surgery so there's probably going to be
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tons of questions but please come to the
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ask the experts and we'll do all that
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because there's a lot of crunching of
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numbers and and time that we have to
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discuss this it's going to be kind of
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tight
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um
Who am I
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there is a warning this presentation
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contains code and the discussion of code
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there is a further warning that the code
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is completely scaled down uh just for
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comprehension
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so I'm going to be talking about the
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following things who am I what is schema
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how it affects search results why should
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Affiliates care and where are great
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resources
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so who am I I'm Jonathan Edward Goodman
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I'm the president of halyard Consulting
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we're located in Jersey City New Jersey
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the company was established in
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2007. our focus is primarily small to
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medium-sized businesses in ranging from
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service Industries financials lawyers
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the whole range like that we are
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WordPress exclusive uh that and we are
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kind of getting into
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um iPhone apps and things like that but
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we are primarily WordPress exclusive
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it's a full range of internet marketing
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services including optimization
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development content public relations
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advertising and I've written a book
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called The World of internet marketing
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and I also have a weekly podcast on
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Fridays called the world of internet
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marketing as well which you can find on
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spreaker.com or on halyardconsulting.com
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what is schema in one sentence
What is Schema
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schema is search based unintended
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meaning
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what you see
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what the engine say
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there's a differentiation between apple
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the company and apple the product
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when you type in apple
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what do you mean
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what happens is that Google has to
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understand based on your previous
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searches based on your personal intent
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what you're actually searching for
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now let's break this code down
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item scope and item type
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is saying
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that we're going to look for this
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referencing code at schema.org
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the name is Apple for both
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the description
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for Apple the company is that Apple Inc
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formerly Apple computer Inc is an
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American multinational corporation
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headquartered in Cupertino California
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while the Apple description
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is that the apple is the promise fruit
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of the apple tree species malleus
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domestica in the Rose family
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schema.org person is Steve Jobs
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color is red for the Apple
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so all already
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were trying to differentiate something
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that really on a daily basis the
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computers these search engines can't
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really understand
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how does it affect the search results
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well here
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is the video that I did with Todd
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affiliate Summit East 2013 speaker
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preview Jonathan Goodman
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that in the item prop so we have item
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prop is the video this is a video
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the item type is coming from schema.org
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and it's going to reference all the data
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that would be coming in from video
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the name is affiliate Summit East 2013
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speaker preview Jonathan Goodman
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duration
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is
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t6m51s so it's 6 minutes 51 seconds
Metadata
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the thumbnail that image is defined as
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Jonathan Goodman interview thumb
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the description
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being pulled just like we would in all
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metadata in this video interview from
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our speaker preview series we introduce
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Jonathan Goodman CEO of halyard
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Consulting
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now
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I did not read
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50 Shades of Gray
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but we're going to break that down as a
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book
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so again we're pulling from schema.org
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in the book section
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so we've pulled from the company we've
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pulled from product we've pulled from
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video
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and now we're going to look at book
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the item name
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is 50 Shades of Gray
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the description is pulled in as 50
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Shades of Gray and I won't read that
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whole thing
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the author is a person so to Define that
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E.L James
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is a person
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differentiated and further descripts it
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as
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related to the book
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and what was the date that it published
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June 20th 2011 and you see all of this
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is now what we used to have is data that
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would be out there and not defined as we
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get better at defining each individual
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piece of data
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Google and the search engines are able
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to provide a better analysis when you're
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doing intended search
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here's an event a business event
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the URL is affiliatesummit.com
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13e conference the name is affiliate
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Summit East
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2013. the start date is 8 18 2013 at 12
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pm
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the location
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schema.org postal address
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111
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1101 Arch Street Philadelphia PA
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19107. now is that actually the correct
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address because aren't we on Market
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Street and Broad so that could have been
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better defined right
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why should Affiliates care this is the
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most important part of the presentation
Ranking
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just because this is for Matt cutts who
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handles you know the head of the web
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spam team
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just because you implement schema.org
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doesn't mean that you should necessarily
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rank higher I'm not going to take it off
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the table it's always that slide of the
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Google side but just because somebody
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implements schema.org markup that
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doesn't mean that they're necessarily an
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automatically better site although it
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could be a good idea to Mark up things
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in a rich structure just because then
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different people can slice and dice and
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find your site more easily if they are
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doing more digging
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what do I say
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I say a well-structured site rich in
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detail and capable of correctly offering
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more extensive data is more likely to
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gain ranking within the search results
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it makes sense
Google Webmaster Tools
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where are great resources
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on the Google webmaster tools we have
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structured data testing tool which tests
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authorship test authorship data email
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verification Rel author markup publisher
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markup extracted structured data and
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rdfa nodes and you can see
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it might be a little bit difficult to
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see in this slide but we put in a URL
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and that URL pulls in the data as it
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would be displayed in the search engines
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there's the preview it has my image in
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it it has my information and the
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description
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and what the URL is as we've defined it
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and what the title is so from the
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authorship testing result you can see
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that in addition to that data being
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shown you also have a Google Plus
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profile which is My URL within Google
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Plus and my name
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so there is direct correlation and
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that's why it's pulling in that image of
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me
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it's direct correlation because it
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understands that how your Consulting is
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owned by me
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and that the author of that article is
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me and I am that Google Plus personality
Structured Data Markup Helper
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you have structured data markup helper
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which is you're able to go into the
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webmaster tools and you're able to say
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to Google I want you to look at this
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entire website it goes through and it's
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going to show you about 10 pages and as
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you're going through each page you're
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going to be able you're going to be
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asked to Define what is Google looking
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at at different points are they is this
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considered a title is this where the
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author's name generally comes in is that
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author named Jonathan Goodman well if it
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is then I'm going to go through the rest
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of the website and look for all
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instances within that area of the code
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that says Jonathan Goodman and I will
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know that all of these Pages relate to
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that specific author it does images it
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does content it does links it does
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events it does videos it goes through
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and the more that you're willing to sit
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there and perfect it the better your
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website's going to be if your website
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has a hundred Pages it probably will be
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able to figure it out within 10 pages if
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your if your website has tens of
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thousands of pages and it's e-commerce
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and blog and calendar and all these
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variables it's going to take a while
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you're going to have to sit there and go
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through it the advantages that you're
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going to be able to have clear data that
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is going to be provided when people do
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intended searches which is rarely where
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everything is going
Schema Creator
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schema Creator which is schema Dash
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creator.org is a good starting point
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uh how many developers are in the room
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I was two more than I was expecting I
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really didn't think that anyone really
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is a developer in this group so schema
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Creator is a perfect way for you to kind
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of get around that
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that issue of having to write up all
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this Market content
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and then in addition to schema Creator
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if you're running how many people are
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running WordPress
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okay great so WordPress uh one of the
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good plugins is yoast
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um that's a lot of metadata stuff but it
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also has the ability to do uh Facebook
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which is
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um the open face Facebook information
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that will translate into Google schema
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and that's uh
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you know that's really the best way if
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you're not writing the code yourself and
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you're not able to kind of go into
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webmaster tools and do it this way
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that's a that's a great tool for you to
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do on a on every day
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um I oh okay so we have like three
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minutes
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we did pull the microphone away
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I have six minutes
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well I have to run
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are there any questions
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I've stunned everybody into silence
Schema Analysis
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uh I could go into more detail so if we
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have six minutes I can kind of go back
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and really I ran through that pretty
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quick so
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let's go through and really talk about
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what what is happening here in fact
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let's see now I'm not gonna I'm not
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gonna try to pull up schema.org but
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let's just analyze this from intended
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search if you were looking at affiliate
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Summit East and you did a search and you
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said videos for affiliate Summit
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a descriptor like this with the code as
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it is is going to have better intended
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search results that's going to give it a
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higher ranking I mean Google says it's
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not it is simply because it better
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understands and defines
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what is the information within it
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when you're talking about any type of
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book
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you then have the ability there's a
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movie coming out right so at some point
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that movie will get a descriptive on the
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video it'll be an entertainment from the
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schema.org and then the the two will
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kind of merge there'll be a
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differentiator between book
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person the author and then the movie and
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then those actors so the actors in those
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movies are then able to be brought into
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that that pool of data for that one
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topic
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when we're talking about events if
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anybody has events on their website
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you can get a you can wind up getting
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better ranking because what's going to
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eventually happen is in the search
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engines you're starting to see this if
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you put like Leonardo da Vinci or
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anybody like you know a significant uh
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artist or significant famous individual
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they're kind of going to separate it
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they're going to split the screen you're
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going to have results links on the left
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side and then on the right side you're
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going to actually have data provided for
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you this is very similar if you were
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doing an event so for affiliate Summit
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East if you searched on that you could
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probably have and I just haven't done it
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recently but I would I would likely
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expect that on the right hand side
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you've got a couple of obviously
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affiliatesummit.com then you've got a
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couple of other articles that are coming
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in you've got the videos that are being
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presented images if any of those are
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marked up for the um for the right terms
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if they're saying affiliate Summit
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images and then on the right hand side
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right you probably have the map you have
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the event as it's put there and you know
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right now it's kind of iffy you can go
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in and you can put it in and sometimes
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it'll be there for Leonardo da Vinci but
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it might not be there for Pablo Picasso
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so it it's it they're working on kind of
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figuring it out and obviously in the
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first page there's you know there's
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there's real estate that's being taken
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up by a lot of different things but at
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the end of the day Google is trying to
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provide you with better results and get
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you to the point where you're actually
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done searching for your information and
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not even necessarily clicking through to
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another page if you needed to find out
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when Pablo Picasso died and you typed in
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Pablo Picasso and it showed you on the
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right hand side that's that's the end of
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your results that's the end of your
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search
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okay pretty good
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no questions oh question in the back
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so the question is co-sitation and
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co-reference
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co-sitation
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from like like if I'm looking up a New
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York Times article and then there's a
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reference to
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to the to the person that were that that
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the article is about
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not sure I understand the question
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I don't I don't totally hear the
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question that's the first part
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but just say it again
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yep
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today
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is it playing into the rankings for this
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for schema today
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oh okay is co-reference and Cosi
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yeah well I don't know the answer to
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that
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yeah
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okay
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I well I think that what Google
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eventually wants to get to is
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the intended users search was is being
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searched the results are for the search
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so is it
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is it in you know is it say that say the
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question again because you're all the
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way in the back
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right so you're asking is a is a website
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that has schema marked up in it is it
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getting better rankings than a website
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that is not marked up with schema
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so your
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you're under the assumption that the
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rankings are based on the previous
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click-through rates of
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of a website
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broadly so broadly broadly speaking
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you know there's there's two there's two
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thoughts here
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Matt cutts would say that it doesn't
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have an immediate impact and on the
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other side of that I would say that a
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website that is fully marked up with
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content with visitor you you know data
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is going to have a easier time ranking
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than a site that does not
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excellent thank you so much I'll be at
19:51
the experts the ask the experts right
19:54
now