Schema.org & Meta Tagging Best Practices
Navneet Virk kicks off the session by providing a general overview of semantic web. He says for a human being it is easy to assume that any number in xxx-xxx-xxxx format represents a phone number but for a machine this number could mean anything. Thus, it is important to annotate structured information so it is easier for machines to understand the content. He said that because of HTML5, voice search apps like Apple Siri, creating structured data using schema is very important. Search engines can use this information to:
- better understand web content
- provide smarter and guided search
- provide enhanced result listings
He did a case study for Avis Car rental where he showed Avis was able to generate a 60X ROI by creating a semantic structure for their site.
AJ Kohn focused on rel=author tag. He said for a successful implementation of rel=author tag, you need to follow a three-Monte approach:
- Link about us page on your web site from your post with a rel=”author” tag
- Link your Google+ profile page from about us page on your web site with a rel=”me” tag
- Link your web site from your Google+ profile page with a rel=”contributor-to” tag
You can use the richsnippet testing tool to see how search engines are organizing your content. If you are an organization, you can use rel=”publisher” or rel=”organization” from your post page and link it to the about us page of your organization.
- Navneet Virk
- AJ Kohn
- Dennis Goedegebuure
Contributed by: Kchitiz Regmi, VP Operations & Technology