What’s New with Structured Data and Markup?

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.