And Pinterest article rich pins are fueled by...
You guessed it: Open Graph or schema.org
It's hard not to take notice of the benefits wrought by early adopters of semantic markup: sites with this markup in place (especially, we keep seeing, article
markup) find themselves ready to roll with article rich pins, just as they found themselves favorably positioned (for those sites using schema.org/Article
) for Google In-Depth Articles.
There's an object lesson here that will resonate with every search marketer who has had their efforts at adding structured data thwarted by the retort, "where's the ROI?"
Yes, plunging forward with semantic technologies may entail risk, but those who were unwilling to take such risks find themselves increasingly playing catch-up. #pinterest #schemaorg #opengraph
Something interesting about the Pinterest roll-out is the requirement to use the url property:
<meta itemprop="url" content="http://www.example.com/2013/10/article.html
is, of course, content-based markup, it lacks the built-in de facto
canonical URL declaration required by Open Graph (og:url).
I predict that we'll see more and more use of <meta>-encoded, self-referential url properties being used in schema.org
markup, and that these will be increasingly added on an automated basis (particularly for the article type, which can readily be declared at the <body> or even the <html> level.