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Schema App Tutorial: Service Page Markup

Tutorial


Transcript of audio:

In this tutorial, we’re going to cover how to optimize a service using Schema App. So let’s go ahead and get started by going to the structured data editor.

In the editor we’re going to first want to look for service under the class tree so you can go ahead and look under product and and identify under here where you might find your service but for you i would prefer you just to go ahead and search. So go ahead and type in service and we’ll go ahead and select service. Once that’s up you can go ahead and click on the create button. Schema App is going to prompt you to name the service that you want to optimize. So in this case we’re going to do self-employed mortgage. Then what we’re going to do is identify the URI. URI is what we use at Schema App to reference which page you’re going to optimize, so go ahead and select the page URL. This is used by WordPress, Google Tag Manager, as well as our JavaScript API in order to pull in the appropriate schema markup. The type is already selected as service and so let’s go ahead and click OK.

Schema App is now going to bring up the different properties associated to optimizing a service. If the required and recommended, these are the types of properties that Google is looking for in order to build their features. So in this case we don’t have any required or recommended properties so let’s start with the basic properties. So the first thing we’re going to do is go ahead and put in a description. We’ll go ahead and pick something off the page maybe that we can use for this and so maybe let’s pick just the beginning here and put that in our description and just cut and paste that in. Again for the image you can pick something up the page so we just go ahead and find the page and say you know, copy image address and paste that directly into Schema App. This case we don’t really have the same as but the URL is the page that we’re optimizing so let’s go ahead and pull that in.

Now what we’re going to do is we’re going to identify a couple additional service properties that are really important in order to explicitly call out what you offer and where you offer it and how to get in contact with you. So let’s start with area served. Again you can always use the question mark to look at the schema.org definition so this is calling up the geographic area where a service or offer item is provided. So if you have previously done your contact points and you’ve entered the service area you can go ahead and just type that in so in this case we’ll pick Toronto, maybe King City, but if there’s an additional page or city that you want to put in or maybe a county, you can go ahead and create a related data item. So what we’re doing here is then connecting this page about the service with the area served that we’re going to define for cities using the Wikipedia definition. So you can go ahead and click the down arrow and click create data item you’re going to go ahead and label it so we’ll go ahead and label this let’s call it Oshawa, and then we’ll go ahead and search in Wikipedia for Oshawa, Ontario and there it is, and what we’ll do is we’ll take that URL and we’ll put that as the identifier here in Schema App. And so what we’re using this for saying all right Google it’s Oshawa and it’s defined on this Wikipedia page about Oshawa. We’re not quite done yet you’re going to also select what data item type this is, so this is actually a city’s you can go ahead and type in city, if it was a county or state or country you could also pick that type. Again you want to be the most specific as possible when you select your type. So go ahead and click OK.

Next we’re going to want to do is talk about available channel. So this is the means that people can access the service. So you have a couple options here, so the channels can be defined separately as the phone bank or a phone number a website or a location. Or you could also use it just as one. What we recommend if you’re doing a more complicated site that you keep them separate because these different service channels can be reused across your service. So for example, for one service, you can only access it via phone, you would only lists the phone number. Or if let’s say one services only accessed by going into an office, you can only lists that in this example i’ll go ahead and show you how you list all that information in one service channel, but again you could break those up in separate ones. So similarly we’re going to create a related data item. In this case we’re going to call it Hanley Mortgage Group phone office and website. So we’re gonna put all three in this one and then we’ll go ahead and click OK you’ll notice I left that identifier as is and that’s because I’m just gonna let Schema App there’s no page on the website that specifically calls those details out and so I’m just gonna let the identifier be a reference in Schema App.

Next what we’re going to do is we’re going to go ahead and select the provider. This one is also very important because it’s saying which organization or person is providing this service. So if you’ve been following our tutorials you have already created the the organization for the homepage and so you can go ahead and just type in that name and it will associate it with that markup you’ve already created. This is one of the benefits of using Schema App because you can reuse these entities or data items across your different markups. And then finally we’re going to do service type so this is what is the type of service you’re offering, and you’re going to this case it’s going to be we’re offering mortgages, so we’re going to type in mortgages. So let’s go ahead and click Save Changes so we’ve entered the description the image the area served which we defined with Wikipedia, the available channels, the provider in the service type but the available channels we haven’t added additional detail, so we need to go ahead and do that now so go ahead and click on that. And what Schema App is now going to do is it’s going to bring up the data type service channel and we’re going to edit that and add some more detail. So it’s searching for that, so now in the service type we’re going to go ahead and fill out those basic properties and then go ahead and add additional details so this is the service channels or Hanley Mortgage Group available through phone office and website it’s just a description of what it is, and we don’t have any specific images or a URL for this one specifically, but we do want to do is call out you know how you actually contact us via the phone, via the office and through the website.

So let’s go ahead and talk about how you contact us through the service phone. You’ll see here in grey, it says select contact. So if you’ve been following our tutorials you’ve already created a contact point let’s say for sales so we’ll go ahead and type in Hanley Mortgage Group Sales contact. And you’re done, you defined the sales because you’ve already defined that in that sales contact. If you then wanted to also add a service URL you can go ahead and add that in, and so here we’re just going to take a Hanley Mortgage Group the URL and go ahead and put that in for the mortgage group and then if you want to do a service location you’ll see in gray it’s looking for a place so let’s go ahead and create a data item for that place and so what we’ll say it’s the Hanley Mortgage Group downtown office and we’ll just leave it okay as a place and we’ll leave the URI, there is not a page that specifically just describes that place and so what we’ll leave that as is. So we’ll click on OK. And that’s what we’re doing for this page but you’ll notice that we just created that new place and so we’re going to have to add that detail, so we’ll go ahead and click on Save Changes, and we’re going to go ahead and click on that location and click on edit. And so now we’re going to do is describe this downtown office, you may say “Martha this is a lot of sort of connected data items” and it is, but the brilliant part is if you’re using Schema App across the entire site you’ll want to reuse this. So we’ll go ahead and add an address in here, so the street address so let’s go ahead and we’ll pull up the street address for the Hanley Mortgage Group and here is 44 Charles Street West. So let’s go ahead and enter that in. Post box we don’t need, locality is Toronto and again if you don’t know what these mean, you can click on the question mark here it’s giving example that the city of Mountain View, Ontario and we’re in Canada. And we’ll go head and select the postal code directly off the site enter that in. Now this one was extra so get rid of it so that’s all we need we were just wanted to identify the location and then again there’s if there’s anything else that you want to kind of you can put like the geo-coordinates in there and you know open specify the hours in this case we’re just going to put the address and set the minimum that we need and click on Save Changes. It’s saying it is looking for some additional information on contact point, and we’re going to say that’s okay we’re trying to define the specific location.

Excellent so now you can see sort of how is this connected so it’s coming from the Hanley Mortgage Group office and this is tied to our self employed mortgages. So this brings us back to our primary page that we are optimizing around the service that we are offering and describes the areas we serve, how you can contact us for the service, who’s providing the service, what type of service were providing and then we’re done. So if you’re using our WordPress plugin or Google Tag Manager or JavaScript API for automatic deployment, when you click on save, that markup is now available to be pulled in or if you want to cut and paste it manually you can go to actions to get Jason-LD and cut and paste that in. So that’s how you go ahead and optimize a service page.

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