Greetings from my basement where we started Schema App back in 2015! Like you, we are slowly getting used to our new normal including homeschooling, visits from kids on conference calls, longer hair, and running Schema App team virtually.
During this time of COVID, we’ve built resources to help you adopt the new features for SpecialAnnouncement and offer our support to you and others apply it to your site. We’ve helped several hospital networks now, and will continue to offer this support as our way of giving back.
This newsletter is filled with relevant and current information about schema markup, our FAQ webinar, updates from Google, and some articles about Semantics and Ontologies to stretch your brain!
Enjoy and stay well!
Martha van Berkel
CEO, Schema App
martha@schemaapp.com
News!
- Detailed Guide for COVID SpecialAnnouncement Markup – Google published an SEO best practices article geared towards health and government websites. To compliment this, Schema App published a detailed guide on marking up COVID-19 related information.
- The White House is encouraging Schema adoption for COVID-19 announcements So crazy!
- Google published a new Structured Data Case Study – Saramin increased organic Search traffic 2x and gained a higher quality of traffic.
- Google starts logging changes to their feature documentation! The SEO community has been asking Google for years to document changes and now they have done it! Starting in March, Google has documented updates in their structured data documentation.
Upcoming Webinar – FAQ Markup
Webinar Date: Thursday, April 30th, 2-3 pm EST – Register today!
Adding FAQ markup to your website can improve visibility in search, may decrease support costs and increases your chances of getting featured snippets, which in turn, increases the potential to be featured on voice search.
Join Martha and Jeffrey Burns (Schema App Customer Success Team Lead), who will talk about:
- Structured data and how it drives business results
- The opportunity for FAQ web pages
- The qualifying requirements
- How to apply FAQ markup to your business.
- Basic Examples
- Advanced Examples
- How eCommerce, Technology and Healthcare industries have benefited from FAQ markup
New Training and Resources
- New to Schema App? Here are the first 5 things to do after you hit subscribe!
- Schema App Highlighter Overview – Video plus step-by-step written instructions on how to use the Schema App Highlighter
- Learn how to set up Enhanced Analytics Core Reports– Get more information out of your site and understand your visitor behavior in greater depth by pulling into your Google Analytics the specific schema.org properties you’ve marked up.
- Your Guide to COVID-19 Structured Data– Understand use cases and learn how to mark up CovidTestingFacility, SpecialAnnouncement, governmentBenefitsInfo and more.
- How-to Create Services Schema Markup for Businesses via the Schema App Editor (Video + step-by-step instructions)
Find all training materials in the Resources section of our website.
Online Events
Martha participates in interview with Steve Blank, Debbie Gamble (Interact Corp), Ian Mcdonald (Communitech) to discuss the Impact of COVID-19 on the Tech Community. Watch it here.
Join Martha and other local marketing experts at LocalU Advanced Marketing Seminar June 3rd (Virtual). Get $25 off a ticket with the promo code SCHEMAAPP25.
Catch up here on any podcasts you may have missed!
Recommended Reading
How to Use Structured Data to Support E-A-T (expertise, authoritativeness, and trustworthiness) by SearchEngineJournal.
Semantic Ontology: The Basics – Learn more about how the way Google and Schema App store information in an Ontology can be of value to you and your business by Semantic Arts.
Tip of the Month
Choose the schema.org type/class that best describes the page you are marking up. There should be only one primary type per page, although a second complimentary type is good in some cases, also known as a multi-type Entity.
Multi-type entities might include a page about a Service that is also a Product, or a SingleFamilyResidence that is also a Product.
All other content that you want to mark up on the page should be set up as a nested data item below the primary schema.org type. Structuring your markup in this way provides clarity to the search engines regarding the primary topic of your page. If you have a lot of content on a page and you aren’t sure how to label it, consider using the CollectionPage schema.org type and then nesting the other types below that using properties like subjectOf and hasPart.
