Schema for Heavyweights SEER SearchChurch Nov 2013

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Information about Schema for Heavyweights SEER SearchChurch Nov 2013

Published on December 18, 2013

Author: MatthewBrownPDX


Description and semantic SEO strategy for big sites. I presented this as SEER's SearchChurch event in Nov 2013, where all proceeds went to charity. and Semantic Strategy for Heavyweights Matthew J. Brown - @MatthewJBrown SEER SearchChurch – Nov 2013

Matthew J. Brown Head of Special Projects Mozlandia! Twitter: @MatthewJBrown Slideshare: MatthewBrownPDX

Source: The good news: The rich get richer (in snippets)

Markup allows enterprise sites to buy ‘beachfront property’

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% Adoption is rising, and is top-heavy:, Twitter Cards, Authorship, Open Graph (all of these and more covered by @ipullrank here:

Open Graph Tags

Keep a lookout for new Open Graph actions:

Twitter Cards:

Keep a lookout for new channels using data markup (Pinterest’s Rich Pins:

“If your site has very few pages, or very few pages with marked-up structured data, it may not be picked up by the rich snippets system.” Step 1: RTFM! (

Step 2: Prioritize

Step 3: Keep track of changes to this WMT page:

Step 4: Troubleshoot if snippets take too long

Step 5 The rich snippets Hail Mary:

Update your Training

Source: SEOSkeptic Deeper Dive on Hummingbird from Aaron Bradley ( and AJ Kohn (

Read Bill’s patent write-up here:

Now for some bad news

You are not Mike Tyson

Google is the champ of semantic search

They’re taking more beachfront property

Way more

Displacing entire verticals

Dr. Pete is tracking the crazy #mozcast

What’s an enterprise site gonna do?

Go all in with markup

It’s not just about links anymore

Use authorship to maximize domain authority

Put G+ and Author Rank to work

Adjust enterprise training programs: THINGS not STRINGS

Emphasize our brave new mobile world

Show examples of mobile/desktop results

Go to SemTechBiz: Make friends Twitter: @MatthewJBrown Email: Thanks for coming out!

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