Reading SEO Feb 2020 - The Massive Growth Of Structured Data - Tom Pool - BlueArray

TOM POOL
The massive growth of
Structured Data - what can
you do about it?
@cptntommy linkedin.com/in/tom-pool

Who Am I?
@cptntommy #ReadingSEO

Technical
SEO
Director

Look After
Technical
Output Of
The
Agency

I Get To Work On Some
Awesome Projects

I Really Enjoy Testing And
Messing Around With Sites

As Well As
Learning &
Implementing All
Sorts Of Technical
SEO Stuff

Over The
Next 15
Minutes,
We’re Going
To Focus On

The Birth Of Schema

The Birth Of Schema
The Life Of Schema

The Birth Of Schema
The Life Of Schema
And The Potential Death Of
Structured Data

So Where Did It All Begin?

Basically A Way To Store &
Find Information

However, As It Got Bigger, The
Amount Of Info Got Confusing

Lots Of Data, None Of Which
Was Easily Usable

Along Came ‘Structured Data’
Structured
Data

The Idea Was To Allow
Different Applications To
Work With Data From Multiple
Sources

So People Came Up With Ideas
& Standards For Structured
Data

RDFa, RDFs, OWL, hcard…..

A Lot Of Different Ideas &
Standards

One Of Those Applications

Turned Out To Be Pretty Big

Web Search

As The Competition
Between Search Engines
Was Heating Up

Structured Data Started
Becoming More Useful

Companies Wanted To
Improve The Way Search
Results Looked

Pretty Much All Search
Results Looked The Same

Started Augmenting Snippets
With Structured Data

They Started Looking At Very
Specific Verticals

Recipes & Events

Each Of These Specific
Verticals

Had A Specific Vocabulary

Which Was Cool If There Were
Only A Few Types

Then People Started Liking It

Using It More

Different Search Engines
Recommended Different
Vocabularies

And Webmasters
Implemented Them

Sometimes All Of Them

Pretty Badly, Or Not At All

So We’ve Got This
Huge Mess

Loads Of Different
Structured Data,
Different
Vocabularies...

Schema.org launched 2011

Schema.Org launched 2011

And Was The Combined
Efforts Of Major Search
Engines

Yandex, Google, Bing & Yahoo

To Create This Initiative

A Preferred, Overall
Vocabulary Was Now Defined

And This Vocabulary Has
Grown Massively

From 297 Types With 187
Properties

To 615 Types, 901 Properties

Types Are

And Properties

These Are Available Through
Different Implementations

Google Officially Started
Supporting JSON-LD Format
In 2015

And Now They Actively
Recommend Using JSON-LD
Format

So Use Schema.Org, In
JSON-LD Format

Although Schema.org Is The
Preferred Vocabulary Of
Structured Data

Just To Add Some
Confusion

There Are Other Vocabularies

However

One Of These

data-vocabulary.org

Is Being Retired

So Use Schema.Org To Save
Any Headaches

Google Handily Provide A Lot
Of Kick-Ass Documentation

Including

Search Gallery

So What Other Than Recipe &
Event Schema Is Now
Available?

Couple Of Examples

Fact Check

Can Even Have More Than One
Fact Check On A Page

Job Posting & Friends

Job Training Estimated Salary

Google Also Say The More
Comprehensive That Your
Schema Is

The Better Your Result Will Be
For Users

(And The More Data You Give
Them)

The Better Your Potential For
Ranking Will Be

So What’s Next For Schema?

Within The Search Gallery

And It’s Not Just Corporate
Contact Info

What’s Next To Go?

You’ve Just Got To Look At
Google Products

Reviews?

Movies?

What Else?

Will G Always Need A Helping
Hand Rewarding Sites That
Provide It?

Will G Be Able To Understand
All Data, Eradicating Need For
Schema?

It’s Not All Bad Though

Google Aren’t Going To Kill
Schema Support Just Yet

Google Have Recently
Launched Review Schema
Support Within Google Search
Console

You Can Also Filter The
Performance Report

This Is In Addition To The
Other Structured Data
Reports

And G Also Offer The
Structured Data Testing Tool

And There Is Also

A Pretty Kick-Ass Codelab
That Google Have Recently
Launched

So Google Are Clearly
Currently Investing A Fair
Amount Into This

But Google Have Never
Stopped Heavily Invested
Projects Before Right?

To Wrap Up

We Have Covered:

We Have Covered:
The Birth Of Schema

We Have Covered:
The Birth Of Schema
A Bit Of Evolution

We Have Covered:
The Birth Of Schema
A Bit Of Evolution
The Future...

I’d Like To Finish With
A Question

Will Google Always
Need Structured Data?

Or Will They Be Able To
Understand
Everything,
Regardless Of Markup?

Thanks!

Reading SEO Feb 2020 - The Massive Growth Of Structured Data - Tom Pool - BlueArray

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