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Aaron Bradley
Search and internet marketer, semantic web stringer
Search and internet marketer, semantic web stringer

Aaron's posts

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Upcoming 3.3 release will include vocabulary for "how to" articles

As ver. 3.3 appears imminent (the penciled-in release date is "2017-05-@@), just wanted to call out some of the vocabulary developments and other changes currently listed in the release notes (

- Addition of a new HowTo type, with a number of new supporting properties and types. This has been long-requested by webmasters, and will probably be the item of most interest to SEOs in this release.
- Substantial work around NewsArticle, including an expanded definition, the addition to pending of a number of new proposed NewsArticle sub-types (AnalysisNewsArticle, BackgroundNewsArticle, etc.) and a new overview document on the subject (
- Addition of a Legislation schema to pending. Big step forward in this realm.
- Addition of some obviously useful properties for EmailMessage: bccRecipient, ccRecipient, toRecipient.

I'll finally note - in contemplation of the fact that this time last year I was soaking in, for the first time, the sights of Venice - that the draft addition of PublicToilet works well in conjunction with extending the domain of isAccessibleForFree to Place.

<script type="application/ld+json">
"@context": "",
"@type": "PublicToilet",
"name": "Any Public Toilet in Venice",
"address": {
"@type": "PostalAddress",
"addressLocality": "Venice",
"addressCountry": "Italy"
"isAccessibleForFree": "false"

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"Stand out on Google Search using structured data and search analytics"

The must-see Google I/O 2017 talk for structured data aficionados. Description from the I/O site:

Learn how to make your site stand out on Search. Google increasingly uses structured data to understand a site's content and present better web results to users. This trend has created a growing opportunity for site owners to optimize their performance on Search. Find out how to measure the impact of implemented markup and diagnose potential problems, as well as how to choose the best markup for your site. Then, see examples of how Google uses markup end-to-end to create engaging and useful search results.

#structureddata #google #googleio

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Extending ... by example

Really great deck (embedded in the post) from +Mirek Sopek et al. on the experience of creating reviewed extensions. Really one of the few deep dives into the subject I know of aside from material from +Richard Wallis (and GS1 as it pertains to external extensions).

(BTW, +David Amerland - as I know you're serendipitous discovery always brings a smile to your face - encountered this in the "related posts" block following your article on on "The Fine Balance Between Design and SEO" []. We're all just nodes surfin' the edges - all hail the graph! :)

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"How underutilized is schema? Massively underutilized, massively underutilized."

So opines my friend +Duane Forrester in this interview with +Webcertain (he starts talking at around 14:12), in which he also talks about the importance of suggesting new schemas when viable use cases exist for propagating a new schema.

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Woorank serves up a series on semantic search marketing

Via a tweet from +Andrea Volpini I discovered that +WooRank's +Greg Snow-Wasserman has recently served up an impressive series of article on the semantic web and search.

In order of publication (oldest to most recent):

What Is the Semantic Web, Part 1: Linked Data

A Whole New World, Part 2: Semantic SEO and Content

Examples of the Semantic Web in Action

What Can the Semantic Web Do For Marketers?

A Whole New World, Part 3: Semantic SEO and User Experience

7 Semantic Web Tools for Your Website

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Single-author reviews no longer require a rating, and Google clarifies why rich snippets may not be appearing

Two relatively minor changes to Google's structured data guidelines were made on 3 May 2017.

Markup requirements for individual reviews

Regarding ratings, Google has a added section that expressly states that publishers can "omit the rating for an individual review if your marked-up content contains both an author and a review date." That is (as I understand it) it is still possible for this review content to appear as a rich snippet even in the absence of a rating. This requirement is not waived for aggregate reviews.

On the non-appearance of rich snippets

Google has added a couple of sections on why rich snippets might not be appearing for a publisher despite seemingly valid structured data markup.

Nothing especially startling or new here. But gives those participating in discussions on the "Structured data & rich snippets" category of the Webmaster Central Help Forum somewhere to point to when answering the eternal question, "why aren't my rich snippets showing up?" :)

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"Corporations are authors too, my friend"

Now finally aligning with what has long been supported by itself, Google now permits an Organization to be declared as the author of an Article. Previously the only permitted value was Person.


#structureddata #schemaorg #articles #richresults #google

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"Recommendations for the application of to aggregated Cultural Heritage metadata to increase relevance and visibility to search engines: the case of Europeana"

Some very interesting work from our friend +Richard Wallis and those he worked with at Europeana - check it out.

(It's with a smile that I'll note that I normally use a pull quote for these post titles, but that I ported the title there because you'd never be able to read it all in the link preview callout. With a smile because search engine visibility is referenced here, and Google truncates <title> tags at 512 px; this <title> is 1397px. :)

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"We wanted to see what our library knowledge graph might look like and how it could generate new insights into how our people collaborate and how we present our skills and services to our users"

Don't let the seemingly library-centric title fool you: this piece by +Jason Clark and +Scott W. H. Young is a seriously good read for anyone interested in linked data, knowledge graphs and the application of structured data for SEO.

#knowledgegraphs #linkeddata #structureddata #semanticsearch #seo

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A number of new Google features are coming, including jobs and the indexing API

They all 404 right now, but in the rebuild of Google's reference documentation a big menu was added in the "Partner-only Features" page (

Will be interesting to see the details of each of these once they bring these pages live.
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