Hey what's up and welcome to hack my growth in this episode, we're, going to be talking about how to use schema.org. Alright, let's. Go thanks! So much for checking this video. If this is your first time or maybe been watching, allow in Chania hit subscribe, we would love to you to join our community.

We post new content each week and our goal, really with this whole show, is to help you hack, your marketing and your inbound sales processes. We're gonna show you some tips and tricks and information that we've learned along the way and it's going to help you really get the most out of everything you're doing online.

So Google is on this mission to change from strings to things. Okay and that's, a technical way of saying you know putting something in a database and having it become like a number and an element, as opposed to actually understanding what that concept is, and this is really the whole idea behind semantic search.

And we've talked about semantic SEO on some of the last episodes. Maybe you even heard that term and really it's, a fancy term for contextual search, really trying to better understand why people are searching what they're searching, really their intent behind it.

That way that Google can deliver the best possible solution now, in order to do this, they need data and they need the data that actually helps them better understand, content on a website, different elements on a website in one way that we can do that is through The use of structured data now, if everybody just have their own structured data, wouldn't, be really helpful to Google in the other search engines.

We need to have a standardized way of really structuring data and marking up our websites, kind of like HTML or CSS like these different types of coding languages, and so that's. How schema.org was birth, so schema is a standardized in simplified, structured data process.

It tells us how to structure certain parts of data, whether it be a movie or an image or a product, or a review that somebody might have gotten on our website and what it does. It helps us simplify, structured data so again what structured data it helps.

Google and the other search ends better understand their data brackets content in its index. So by adding structured data, you're, actually giving search engines better information about your site. What's on that site? How they should really categorize the site? And really to understand what the different elements on your page are about, how they're, actually helping tell your store, helping the users in the long run.

So if you're, not using structured data pay attention, because this this video is really gonna help you get started and it's, a really cool way to add a ton of value to your site from a search engines.

Point of view - and you can help you rank a lot better so using schema.org can be intimidating. If you go outside, it seems very technical. I don't come out of a technical background. Natively. I had to learn through the process of doing a lot of the things I do date today, and so, if you go there at first, you may just really feel overwhelmed.

It may not seem kind of crazy. You don't. Really it's hard to use right. Well, it doesn't have to be, and so we're, going to walk through a simplified step of how to use schema.org, and we're, going to show some screenshots and really where you can pull this information as Well, as a simplified way to create this and a really really cool tool that we & # 39, ll walk you through as well that'll kind of give you just the structures.

Your users need to kind of change out some information. So first thing you need to do is determine your schema type. Now there's, a number of different types of schema, and so let's. Take a look at some of the options available at schema.

org all right, so this is schema.org. It is a site that is founded by Google, Microsoft, Yahoo Y and X, and the schema.org vocabulary czar developed by an open community process. So this is a really an open open-source project where people are working together in order to have a standardized language for structured data.

Now, if we look here at the schemas, you're gonna see that there's, a number of different types of schemas, so we can browse the full hierarchy, one page per type, the full list, or we can jump down to The most commonly used types of schema like creative works, so this would be like a book or a movie or a piece of music things of that nature.

Maybe it's, a video or an image object or an event, or they've got stuff for medical organizations, persons places, location, business products reviews. So there's. These always come the most common uses of schema, probably where you'll, find yourself using scheme of the most often as you dive down into these.

They'll. Give you some ideas of what they should look like. So if we took over here, we looked at a video, so we were embedding this video into our website and we wanted to use schema. This is what it looks like.

So it's a thing, so we're. Checking a person place or thing right: it's, creative work, it's, a media object and it's, a video object, so we have different types of schema for all those different layers that are involved so people.

The text the director who the music's done by thumbnails. This is all stuff that we can markup using schema.org and structured data language. So you can see that there's, a lot of different options. Now, don't, be super overwhelmed and say: oh, my goodness, I've got to create all of these different options.

You don't you don't have to have every single one of these in there, but, like we'd, always talk about the more information you can give the better and then, as you get to the bottom, they're, actually going to give you an idea of what they look like.

So here's it without markup. Here it is with micro data. Here it is with RF rdfa, and then this is my favorite with json-ld, so they actually give you a good idea of exactly what it would look like. They also show you another version right here this this following video.

Has this much popularity, microdata, rich data format and json-ld, so schema.org there's, tons of different schemas that you can look through tons of different. You know things that we can markup so thing.

You know we're very common right. We & # 39, ve also got person and we & # 39. Ve got things you know, places so spend some time on here and just get yourself familiar. Don't be overwhelmed. There's, a lot of information on this website and it's, easy to get overwhelmed, but take some time and get yourself to be a little bit more familiar with schema.

org. So after you & # 39, ve defined the types of schema you want to be using. The next step is to map out how you're, going to structure this data. As you can see, there's, a lot of different options under some of these different types and you may not have all the content.

So you don't wan na force it, but you do want to provide as much information as possible. So here's, an example of how we might want to map out a certain element using schema, markup structured data. Google wants you to use it and they & # 39.

Ve got a ton of resources available to help you get a better understanding of the types of data that you should be using and want to be using and the types of data that you need to map out when it comes to building out your your schema.

Markup, so let's say you know right here's, a great example and they're using json-ld to mark up a company and distract describing their contact information. So really you just want to start thinking this from a practical standpoint.

It's, an organization right, so we know that and we have their website. We have the company name and a contact point, so it's. Phone number and the type of context customer service - you could also have another contact point that would be maybe sales.

So what are those two pieces of information that are absolutely critical to your business that also are have or have the ability to be marked up. So if we went over here to schema.org - and maybe we could say business - I'm gonna look at marking up our local business for schema.

Now we can use this right. Here is kind of a starting point right. These are the types of properties, the expected type that Google's. Looking like is it text is Acree work URL, but you know address well yeah.

We definitely want our address in there. Do we have a contact point like we just saw before. Have you won any awards and it's? Also really good. A cheat sheet right here come down here to the bottom and see you know let's.

Let's, see just right here. This is a good example of just an address that we can mark up right. So what are the types of information they're looking at well, we can look right here. Address regent locality, the street address a description, a name a telephone number, so those are the things you want to start with saying.

Okay, these are the types of information that I need that I can also mark up really well using schema.org. I always like to scroll down to the bottom and look at examples, because it starts to give you a little bit better understanding of actually how to use it.

If you start scrolling down here, you can get very overwhelmed by the number of options that you have, and so it's, easy to see how they kind of suggest you to use it. Google also has a URL for the structured data guidelines.

It's right up here. It's in the developer section of Google and they give you a technical guideline. They recommend that you use json-ld and they'll, go into the quality guidelines, the relevance all the kind of information around schema and some more best practices as well that that we may not cover in this video.

But the third step we want to do is choose our approach. Now. My recommend approach is json-ld and the reason why it's. The easiest you don't have to be a super-heavy coder to really just you can just drop it anywhere on a page and the search engines going to be able to crawl.

It understand it. You can also use like some native markup right in your HTML. If you do that, it can impact the CSS. So you got to make sure that you, you haven & # 39. T looked right, you know. If you & # 39.

Ve maybe tried one of these data plugins in the past structured data plugins. Maybe on WordPress you get this weird box. It just doesn't, look very good. It looks really just just it's got a bad user experience, so Jason LD really gets away from the having to deal with a UX side of things, and it really just allows you to mark up your data in a way.

So here's, a cool tool that I found that we use to help us structure our data and it really helps you really just not see how the data needs to be structured. So let's. Take a look at that. One of my favorite quotes is good.

Artists, borrow great artists steal. One of the best things you can do is see what other people are doing and use that as a model for what you can do as well. This is one of my favorite websites. It is Steeler Jason OD and it's.

Structured data made simple, looks like they say so. Basically, over here, they & # 39. Ve got a number of different commonly used markups and they write this game out. For you, all you need to do is change your information.

So again let's say we are doing a video, pretty straightforward. You would just copy this script and then you would change out. You know your name of the video description, the thumbnail when it was uploaded how long the video is where the content can be found where it's embedded at and how many you know, interactions were with this video or you can do this one With the author attribution added so just copy and paste this and it's, change out there, information for your information, and now you & # 39.

Ve got some really nice clean, json-ld, markup ready for you to use awesome website highly recommend you use it, because is this like the name says you can steal there, Jason I'll, be the fourth step is actually adding it to your site.

So, depending on the type of CMS you're, using will really determine on how you're, going to actually integrate this. But really one of the easiest ways to do is just go to that page and you're. Dropping into that page, you can also use Google tag manager that's, another great option.

We use that most of the time when we're implementing schema markup, where you can set some rules, but that can get a little bit more complex and we will create a video on that later. But if you're, just an average website owner may be average marketer who's getting into SEO a little bit and what's going to do it? Just go to that page and open up the text editor side.

You don't want to paste it into like the visual editor and you're just going to see the code and you just want to drop that jason LD hi in the page that way it can get crawled. Now. Beware, if you do that, there are certain plugins that might pull that code and, like the snippets, like i'm, a blog post and such so make sure that it's on the page, an area where it might not get pulled Again, this is probably not the best practice, but it's, a great way to get started of putting it on there.

If you're going to be doing a lot of this, I highly recommend using Google tag manager. So one of the easiest ways to implement scheme on your website is actually tag. Manager. Tag manager can seem a little scary at first, because there's tags and triggers and variables, but once you start to use it, it actually is very intuitive and it helps you keep all your tags in one place.

So you don't, have to log in and out of your website and try to put stuff in your header, or do I put it in my footer or do I put it both? You know there's. A lot of those questions: if you've got your tag installed.

All you got to do, and now it's, come to tag manager and beginning begin to add your tags so to add a tag, especially json-ld. You would just right here open up these tags and create new, create choose the type of tag you want to do, and here you would just use custom HTML and you could use any of these scripts markups right and just drop them right in here.

As you see, it starts to highlight itself like it would to be a code now one of the triggers that's default in tag manager is all pages, but you can also set it to different pages. Let's say you only wanted this to show in your contact us page.

If you want to show on all pages click that it with the trick fire on all pages, you could actually add your own trigger and you do it by page view. See it's, pretty pretty easy here, all pages, some pages click, an element that contains or you could do - click URL contains or equals.

Let's, say equals and you just put in your you know, Contact Us page link here and you'd. Add that and then what would happen? Is it save contact now anybody time somebody visited your Contact Us page.

It would trigger this schema markup, maybe of a video there, and then Google would also be able to see that as well hit save hit, publish, make a little note that you've, published it and there you go a simple way to use.

Google tag manager to implement schema, markup, alright. So after this we want to test it, and Google has a structured data tool that we can actually go in pool our site like Google would and we can see, do we have any errors? You know we want to make sure that our structured data is well optimized and it's, also not showing up any errors.

That's being crawled. The right way always test before you push this stuff live and make sure that it is working the way you want it to so let's. Take a look at Google's, structured data markup tool. So once you've added your markup to your site, you're gonna want to use this structured data testing tool by Google.

It helps you to see how your data is marked up if it's valid. If you & # 39, ve got any errors and also just to make sure that's all in there correctly, so just paste a link in here and run a test. So it's crawling the site now and it's looking for triggers and tags, so this site has two two instances of structured data.

The one is a breadcrumb list so right here they're, just calling it out, but chromeless breadcrumb lists, and then it also has a web page markup. So if you got a website, this is great here's. The description here's, all the information, some of the things it's.

Looking for oh hey there's, no name there's; no image it's, not like they're. Going to like get dinged or whatnot for this, but it's, something that Google is expecting to see. So you could help your markup a little bit better if you would go in and add some of these in here, but this is the way you test it.

Just Google structured data testing tool. The last thing you're going to do is monitor so after you've added the structured data. You want to monitor its impact. One of the areas that you want to do is you want to add an annotation in your Google Analytics.

So inside of Google Analytics you open it up and you can just on the time your search traffic put a little note in there. So you know when you've added structs, your data to your site. Another thing you want to do is make sure you're monitoring this in Google search console.

So let's. Take a little bit of a deeper look at how it actually looks from a practical standpoint, so inside Google search console is how you can monitor your structured data. This is the old version of search console.

I haven't been able to find this. Yet in the new and improved version, a search console they're, still adding more features to that. You can always go here and check it out very, very cool what they're doing, but under search appearance.

You can go to structure data here. It's, going to show you all the instances that you have on your site and are there any items with heirs? So right now you know we & # 39, ve got website instances, organization, instances, blog post video objects, things of that nature, and so we're able to here to see okay, you know we see an increase, so we see a dip.

Do we have any errors? Do we have anything that we need to fix? This is where we can monitor and keep up with our structured data using schema.org and making sure that way. We are having valid markup sources.

You here see here it's. Everything here is validated by schema.org and Google is happy with my site. It's. Gon na understand my content better and it's going to get more out of my site. So you make sure that you're hooked up the search console it's, a very important tool.

If you're, doing anything in the realm of digital marketing or search it's. Gon na allow you to see a little bit more, what's happening behind the scenes with your website, as it interacts with Google? So if you follow these five steps, you can start to use structured data using schema.

org on your website. This is a powerful way to add a tremendous amount of value when it comes to the search engines, letting them understand your content and letting them get a little bit deeper of a context about who you are what your site's, trying to promote.

If you got any questions, please comment below, we would love to continue the conversation if you get stuck along the way too, we're here to help you love to just dive in give you some some some couple tips and and maybe hold your Hand along the way that way you can begin to use this one of the most powerful things you can do for your website.

A lot of people don't. Do it because it seems hard. Yes, there are some sites that do natively, maybe put like the website scheme, and but there's, a lot of other things you can mark up and when you use it the right way.

I see great results in search in the long run until next time. Happy marketing, [, Music, ], [, Music, ]

Attribution: https://www.youtube.com/channel/UC4EW8bTZUPItoYhNeaWnQFg