Google retooled its search engine late last year, introducing a new system called "Hummingbird" that moves beyond keyword search and into "entity search." Learn the difference between entity vs. keyword search on both Google and Bing, and how SEOs can _ and should _ take advantage of this change.
25. Different keywords apply to
the same entity
President of the
United States
POTUS
Barack Obama Commander in
Chief
Michelle
Obama’s
Husband
First African
American
President
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39. MJB Says...
585 million URLs have
structured data now, up
almost 50% from last year.
Schema.org is half of the total.
http://webdatacommons.org/structureddata/2013-11/stats/stats.html
40. 585 million URLs sounds like a lot!
Out of 2.2 Billion Parsed Common Crawl URLs
http://webdatacommons.org/structureddata/index.html
41. MJB Says…
Almost 75% of the Top 100 sites in Alexa
contain structured data markup
Over the Top 1 Million sites in Alexa,
that drops to 20%
bit.ly/HQraE9
Big Sites: Ahead of the Game
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42. Total adoption may be much lower
http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/
“Only 0.3% of the studied domains were found to include schema.org integrations.”
43. But Schema makes big impact in SERPs
http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/
This could be because large, successful sites are quicker to adopt Schema.org
46. 0
5
10
15
20
25
30
With
Schema.org
Without
Schema.org
Searchmetrics study says “maybe”
http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/
Higher average ranking
55. MJB Says…
JSON-LD lets you send Schema.org
markup using JSON instead of HTML
http://www.seoskeptic.com/json-ld-google-knowledge-graph-schema-org-seo/-guide-generating-rich-snippets/
56. Schema in Meta Tags
*use sparingly
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64. Explore your topic in depth
Does this article provide a complete or
comprehensive description of the topic?
Does this article contain insightful analysis or
interesting information that is beyond obvious?
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
65. Answer more Questions!
• Ratings
• Reviews
• Poster
• Showtimes
• Description
• Photos
• Trailers
• Actors
• Director
• Cast
• News
• Related Films
• Stills
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