Generating complex schema markup at scale with AI

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 🙋

Almost half of websites use schema markup

https://almanac.httparchive.org/en/2022/seo#structured-data (September 2022)

But why is it important?

Google is continuing to verify info

https://blog.google/products/search/google-search-new-fact-checking-misinformation/ (March 2023)

Schema markup supports E-E-A-T

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

Schema.org contains 803 Types and 1465 Properties https://schema.org/docs/schemas.html (As of September 2023)

The schemas are a set of 'types', each associated with a set of properties https://schema.org/docs/schemas.html (As of September 2023)

"Complex” schema: specific types & properties reinforce E-E-A-T

Here’s an example of Organization schema

Out of 70 possible Properties within Organization schema

This example used four (which is ~5%)

Damn, that’s basic. 1️⃣ 2️⃣ 3️⃣ 4️⃣

Limited info in schema isn’t good

Ever heard of “Less is more”?

This doesn’t apply with schema markup

Many CMS plugins/apps provide limited schema

Even Organization schema is generic

You can find more specific Types

The search function is underrated

Once you found the schema type you want to use

Look through all the relevant properties that Google would find helpful

Have the values of the properties ready to fill out (like a shopping list)

But I get it, you might be too busy

2. Useful B2B & B2C schema @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

Many of these types contain E-E-A-T-rich properties

The “about” property provides context of the subject matter

The “sameAs” property links well with “about” for referencing authoritative sites

The “keywords” property is pretty self-explanatory 🤑

3. Generate, debug & scale with AI @itamarblauer #brightonSEO Generating
complex schema markup at scale with AI

Open ChatGPT

Hold your 🐎

Think GIGO 🗑️

GIGO garbage in, garbage out Low quality prompts generate low
quality outputs @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

Example prompt for generating schema

This prompt uses predetermined values

Errors may occur, so check with validator!

But how can you scale this?

Create a spreadsheet with different tabs

Export it as .xlsx (Excel) and upload it to ChatGPT (Premium)

I’ll share a QR code later with more prompts 👀

Now that you have your schema

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

However, it isn’t efficient for dynamic schema

If you can’t get GTM access

You Client/Dev

(RIP Cheems 2011-2023 🙏)

Open GTM

Save the tag/trigger and click Preview

Not fired on the homepage

Fired on the /blog/ page

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

Generating complex schema markup at scale with AI

Generating complex schema markup at scale with AI

Other Decks in Marketing & SEO

Featured

Transcript