Schema.org

by: Travis Glodt December 09, 2015

Schema.org is a fascinating way for you to tell google and other search engines what your content is all about in new ways. Schema.org is an initiative launched by Google, Bing and Yahoo to "create and support a common set of schemas for structured data markup on web pages."

What is a "schema?" Let's have a look at the definition I found on Google. Schema: "a representation of a plan or theory in the form of an outline or model."

With this new framework it is possible for webmasters to take the semantics of their documents further than ever before. What is especially interesting about it is that the ways in which the data will be used is elastic. As different companies such as Google and Facebook expand the sophistication of their programs and SERP listings new things can happen of which you might not forsee or be able to forsee in the near future. Another reason I find this personally very fascinating is because if I can tell the search engine what is in my document then there will always be room for fraud in some form or fashion. I am curious how that will be mitigated in the near future. We are not talking about keyword stuffing here. We are talking about giving specific meaning to small bits of information. It is hard for me to actually picture how one would abuse the system. Though it is undoubtable it will come at some point.

It takes a considerable amount of planning to implement it correctly and the information you generally markup is not necessarily keywords etc. If a persons name is used you specify to the search engine "this is a person or the author" If you have a product you tell the search engine "This is a product. This is the product name, the availability and the price." If you have a business you tell the search engine "my business is this kind of business and we are open these days of the week," and so on and so forth. Once this data is implemented other intelligent programs such as facebook and twitter are able to extract that data and make use of it in their listings etc. You can also specify "this is the primary picture for the article" so when someone likes your article or shares it the photo is inserted into the share dialogue.

Schema is exciting to me personally because it is truly the wild west and the next generation of coding in HTML5. The open framework gives a great deal of room for robust expansion and I believe it will breathe new life into search listings and make them more dynamic than ever before. I am currently using it and plugging it into my pages in order to see what it will ultimately mean to how my pages are displayed. Even after just a few days I am able to see some variations on the way my resume is being desplayed in the organic reesults. Time will tell how this all pans out. It is still a very young framework. In order to use it you need to familiarize your self with the Google Structured Data Testing Tool.

Sample Markup:

                                    
    <div vocab="http://schema.org/" typeof="BlogPosting" resource="http://speakphoto.com/blog/2015/12/schema-dot-org.html">
        <div class = "hundred left bottom_ten">
          <h1 class = "robo two_em l_one_six" property="headline">Schema.org</h1>
            <p><span class = "robo l_one_six left">by <span property = "author">Travis Glodt</span></span> <span property = "datePublished" class = "robo l_one_six right">December 18, 2015</span></p>  
        </div>
    
        <img property = "image" src = "http://speakphoto.com/images/blog/schema-flow.png" alt = "Schema Flow Chart" title = "Schema Flow Chart" class = "img_hundred bottom_twenty">
        <span property = "articleBody" class = "robo one_two_em l_one_six">
          <div class = "blog_video">
            <div class = "video_wrapper"><iframe width="560" height="315" src="https://www.youtube.com/embed/hcahQfN5u9Y" frameborder="0" allowfullscreen></iframe></div>
          </div>
          <p>Schema.org is a fascinating way for you to tell google and other search engines what your content is all about in new ways.  Schema.org is an initiative launched by Google, Bing and Yahoo to &quot;create and support a common set of schemas for structured data markup on web pages.&quot; Through this new framework it is possible for webmasters to take the semantics of their documents further than ever before.  I find this personally very fascinating because if I can tell the search engine what is in my document then there will always be room for fraud in some form or fashion.  I am curious how it is that will be mitigated in the near future.</p>
          <p>Schema is exciting because it is truly the wild west of the next generation of coding in HTML5.  I am using it and plugging it into my pages in order to see what it will ultimately mean.  And even after just a few days use I am able to see some variations on the way my resume is being desplayed in the organic reesults.  Time will tell how this all pans out.  It is still a very young framework.  In order to use it, you need to familiarize your self with the <a class = "red_link" href = "https://developers.google.com/structured-data/testing-tool/">Google Structured Data Testing Tool.</a></p>
          <h2 class = "robo one_two_em l_one_six">Sample Markup:</h2>
            <pre class = "prettyprint">
                <code class = "robo">
    
                </code>
            </pre>
        </span>
    </div>
                            
                        

Published by: Speak: Creative
Created On: December 09, 2015
Last Modified: December 09, 2015


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