Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Generating complex schema markup at scale with AI
Search
Itamar Blauer
September 17, 2023
Marketing & SEO
3
3.8k
Generating complex schema markup at scale with AI
This talk was delivered at brightonSEO on 14th September 2023.
Itamar Blauer
September 17, 2023
Tweet
Share
Other Decks in Marketing & SEO
See All in Marketing & SEO
Community Partnerships Campaign Overview
bernabiko
0
100
Auditing & Optimising PLPs & PDPs with Sitebulb
nikkihalliwell
0
210
WordPress と SendGrid でユーザーコミュニケーション〜Webメディア受託制作の現場から
fumikito
0
290
Wantedly・SNS採用の運用代行サービス「おてがるRPO」
mizkey
0
140
The End of SEO As We Know It
ipullrank
2
1.3k
BrightonSEO San Diego: How to Update Content to Increase Traffic and Revenue
alyssacorso12
0
220
SEO for Brand Visibility & Recognition
aleyda
0
3k
Using Cache to Make Cash
andrewprince
1
390
会社説明資料|株式会社トライバルメディアハウス
tribal
0
310
Smarter Search Strategies: Diversifying Ad Platforms in the Age of AI
yourppcdoc
1
130
How to Use AI to harness Google APIs
jonathonrobertsseo
0
640
Les daltoniens, les oubliés de l'UX
seomix
0
390
Featured
See All Featured
Writing Fast Ruby
sferik
628
61k
Visualization
eitanlees
146
16k
Thoughts on Productivity
jonyablonski
69
4.7k
Raft: Consensus for Rubyists
vanstee
138
7k
Practical Orchestrator
shlominoach
188
11k
How To Stay Up To Date on Web Technology
chriscoyier
790
250k
Intergalactic Javascript Robots from Outer Space
tanoku
271
27k
10 Git Anti Patterns You Should be Aware of
lemiorhan
PRO
657
60k
Put a Button on it: Removing Barriers to Going Fast.
kastner
60
3.9k
VelocityConf: Rendering Performance Case Studies
addyosmani
329
24k
GitHub's CSS Performance
jonrohan
1031
460k
I Don’t Have Time: Getting Over the Fear to Launch Your Podcast
jcasabona
32
2.3k
Transcript
Generating complex schema markup at scale with AI Itamar Blauer
StudioHawk @ItamarBlauer
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Raise your hand if your website has schema markup 🙋
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Almost half of websites use schema markup
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
https://almanac.httparchive.org/en/2022/seo#structured-data (September 2022)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
But why is it important?
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Google is continuing to verify info
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
https://blog.google/products/search/google-search-new-fact-checking-misinformation/ (March 2023)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Schema markup supports E-E-A-T
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Speaking of E-E-A-T, here’s a bit about me…
Work ABOUT ME Senior SEO Director 💻
Podcast ABOUT ME Host “SEO Unplugged” featuring: 🎙️
Book ABOUT ME Author “Keywords for SEO” 📖
1 2 3 What makes schema “complex” Useful B2B &
B2C schema Generate, debug & scale with AI 4 Implement schema with GTM @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
1. What makes schema “complex” @itamarblauer #brightonSEO Generating complex schema
markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Schema.org contains 803 Types and 1465 Properties https://schema.org/docs/schemas.html (As of September 2023)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The schemas are a set of 'types', each associated with a set of properties https://schema.org/docs/schemas.html (As of September 2023)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
"Complex” schema: specific types & properties reinforce E-E-A-T
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Here’s an example of Organization schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Out of 70 possible Properties within Organization schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
This example used four (which is ~5%)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Damn, that’s basic. 1️⃣ 2️⃣ 3️⃣ 4️⃣
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Limited info in schema isn’t good
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Ever heard of “Less is more”?
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
This doesn’t apply with schema markup
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Many CMS plugins/apps provide limited schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Even Organization schema is generic
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
You can find more specific Types
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The search function is underrated
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Once you found the schema type you want to use
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Look through all the relevant properties that Google would find helpful
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Have the values of the properties ready to fill out (like a shopping list)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
But I get it, you might be too busy
2. Useful B2B & B2C schema @itamarblauer #brightonSEO Generating complex
schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
B2B B2C Service Product WebPage LocalBusiness BreadcrumbList VideoObject BlogPosting WebSite FAQPage Person Article Event Course Collectio nPage
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Many of these types contain E-E-A-T-rich properties
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The “about” property provides context of the subject matter
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The “sameAs” property links well with “about” for referencing authoritative sites
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
The “keywords” property is pretty self-explanatory 🤑
3. Generate, debug & scale with AI @itamarblauer #brightonSEO Generating
complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Open ChatGPT
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Hold your 🐎
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Think GIGO 🗑️
GIGO garbage in, garbage out Low quality prompts generate low
quality outputs @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
To avoid 💩 prompts, your use case needs to be defined
Prompts relate to: @itamarblauer #brightonSEO Generating complex schema markup at
scale with AI
Prompts relate to: Getting ideas for schema types and properties
🤖 @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
🤖 Generating schema based on predetermined values Prompts relate to:
Getting ideas for schema types and properties 🤖 @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Scaling and fixing incorrect code 🤖 🤖 Generating schema based
on predetermined values Prompts relate to: Getting ideas for schema types and properties 🤖 @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Example prompt for generating schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
This prompt uses predetermined values
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Errors may occur, so check with validator!
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
But how can you scale this?
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Create a spreadsheet with different tabs
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Export it as .xlsx (Excel) and upload it to ChatGPT (Premium)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
I’ll share a QR code later with more prompts 👀
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Now that you have your schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
You need to push it live
4. Implement schema with GTM @itamarblauer #brightonSEO Generating complex schema
markup at scale with AI
GTM is the 🐐: @itamarblauer #brightonSEO Generating complex schema markup
at scale with AI
GTM is the 🐐: Free ✅ @itamarblauer #brightonSEO Generating complex
schema markup at scale with AI
GTM is the 🐐: Free ✅ ✅ Doesn’t require CMS
access to implement schema @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
GTM is the 🐐: Easy to update and you won’t
break anything Free ✅ ✅ ✅ Doesn’t require CMS access to implement schema @itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
However, it isn’t efficient for dynamic schema
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
If you can’t get GTM access
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
You Client/Dev
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
(RIP Cheems 2011-2023 🙏)
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Open GTM
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Save the tag/trigger and click Preview
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Not fired on the homepage
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
Fired on the /blog/ page
@itamarblauer #brightonSEO Generating complex schema markup at scale with AI
SCAN ME!!! @itamarblauer #brightonSEO Generating complex schema markup at scale
with AI ChatGPT Prompts
Thanks! Itamar Blauer StudioHawk
[email protected]
LinkedIn linkedin.com/in/itamarblauer Twitter @ItamarBlauer @itamarblauer
#brightonSEO Generating complex schema markup at scale with AI