What’s New with Structured Data and Markup?
I’m just back from Seattle, where I had the pleasure of speaking at yet another sold out SMX Advanced.
The topic of my talk was “What’s New with Markup and Structured Data”, where I reviewed recent search engine-facing changes relevant to structured data, structured data markup, knowledge bases and other aspects of semantic search. When I say “recent” I mean the past year or so, with an emphasis on developments in the last few months (and in particular Google’s May 2016 update, which I covered in some detail in the post preceding this one).
The presentation deck embedded at the bottom of this post is (hopefully) self-explanatory, so I won’t go into detail about what you can read there, but here are the major topic areas I covered.
- Just what is structured data?
- Why schema.org plays such a large role in structured data markup for search engines
- Structured data used by distributed content systems (Facebook Instant Articles, Apple News, Accelerated Mobile Pages (AMP))
- The introduction of Google rich results and rich cards
- Rich card previews and other changes to the Google Structured Data Testing Tool
- The rise of JSON-LD as Google’s preferred syntax for schema.org
- Structured data for ecommerce, including the GS1 Web Vocabulary
- schema.org extensions
- The changing knowledge base landscape (Freebase, Wikidata, Wikipedia, the Google Knowledge Graph, and the Knowledge Graph Search API)
Aside from this, I’ll note that in preparation for this presentation I created a publically-accessible Google Sheet that, for each of the items I discussed, provides the feature announcement and effective dates, the announcement URL, reference URLs and discussion URLs.
This is a table I intend to keep updated, so please let me know if you spot any omissions or errors.