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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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Getting started with JSON-LD

A solid guide from Alexis Sanders of +Merkle.

#jsonld #structureddata #schemaorg

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Is a local business rich card on the way?

As noted by +Brad Brewer in this brief LinkedIn article, rich cards for hotels are now poised to roll out (I say "poised to roll out" because, despite the article headline, the card is a preview - Brad?).

What I find of particular interest here (re my parenthetical comment above) is that as yet there's no official markup guidelines for accommodations, but there's now a supported preview via the Structured Data Testing Tool.

The TL;DR here being I think there's a good chance that this is not a preview for a hotel specifically, but for a local business rich card.

Why? Because you can take the code ( and modify the type, and you still get a rich card preview (you just get errors for accommodation-specific properties being declared for a non-accomodation type).

See screenshot in my own comment to this post. And thanks Mr. Brewer!

#richcards #structureddata #schemaorg

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"State of Jason-LD in 2017" *

Nice succinct update from our friend +Gregg Kellogg on where JSON-LD is at, how it's being used, and where it's going.

* H/T +Martha van Berkel / +Mark van Berkel / +Hunch Manifest Inc, creators of Schema App. This update's title is the anchor text for the link to Gregg's deck on the Schema Markup News Round Up for February 8th, 2017 ( - do not change it Van Berkels, it's priceless! :)

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Thank you!

On behalf of +Jarno van Driel and myself, I'd like to thank everyone for making this such a strong community, which has just surpassed 10,000 members (I remember making a quip about the devil when we hit 666 members:).

The strength of any community, real or virtual, is the degree to which its members participate, and Semantic Search Marketing is lucky to have so many people willing to share their time and knowledge.

We're also made stronger from the mix of participants we have in this community, from interested beginners, to seasoned webmasters, to the developers and researchers building the very protocols and products that are the bread and butter of this Community's discussions.

So thanks to you all - living proof that Google+ isn't entirely dead. :)

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" a de facto vocabulary for structured data on the web"

Deck that +Richard Wallis presented yesterday at Smart Data/Graphorum 2017.

Richard, who has been working with Google on, does a great job of illustrating how the vocabulary is helping to build "the web of entities".

#schemaorg #structureddata

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"Structured data commentary should help alleviate lingering growth concerns"

Perhaps the first time that I've heard of the benefits of structured data being extolled on an investors' call for a multi-billion dollar company.

A highlight for eBay last year is its progress toward its goal of having sellers define their products using structured data, which makes it easier for eBay to show relevant search results. 180 million structured data pages are live on the site, CEO Devin Wenig said on a call with investors, according to a transcript from SeekingAlpha. The live structured data listings pages represent about 4% of eBay’s traffic, Wenig added. 55% of listings with structured data requirements have been processed, but are not live yet.

"On the back of broadening the coverage of structured data throughout the year, we have built and are just beginning the rollout of new consumer experiences that are modern, simple and most important, differentiated," Wenig said. "By understanding inventory, we better understand what products to show our consumers and highlight the incredible price and selection."

Perhaps a post worth bookmarking for those - especially in ecommerce - having difficulty in getting executive buy-in or sufficient support for the deployment of structured data. :)

H/T to +Hunch Manifest Inc, creators of Schema App -

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October 2016 Common Crawl corpus shows JSON-LD use on the rise

While a year-over-year comparison of Common Crawl corpora is not an apples-to-apples comparison, comparing the October 2016 corpus to the November 2015 corpus nonetheless suggests that JSON-LD is gaining syntactic ground.

Further information here:

H/T +Robert Meusel, +Chris Bizer, Anna Primpeli / CC +Markus Lanthaler, +Gregg Kellogg, +Manu Sporny, +Niklas Lindström, +Dave Longley

#structureddata #jsonld #microdata #rdfa #microformats

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Google removes bizarre requirement that breadcrumb markup (BreadcrumbList) include an image declaration

The headline says it all. When they launched their specifications for breadcrumb markup, Google had made image * a required property when usinig ** - something that had many us scratching our heads. It is now *optional - hooray!

Markup reference:

Structured data change tracking sheet also updated (this by way of reminding readers that such a thing exists:):

#schemaorg #breadcrumbs #richresults #google

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Structured data is on the menu

Some great work by +David Kutcher, as detailed in his blog post.

David, let me be the first to welcome you to this new level of geekdom. :) A great example of how engaged SEOs can make a difference by participating the development process.
An important update for restaurants on the web - a new schema is being added for restaurant menus, menu sections, and menu items!

I feel like I've graduated to a new level of geekdom - out of frustration I submitted a schema issue request and started the conversation for implementing a new extension for restaurant menus on the web. And that conversation has been realized with a new menu schema!

My primary reason? Because in working with so many restaurants and their digital strategy, we're continually dealing with the frustration of how Google handles menu data in Google Search's knowledge panels.

Read the new blog post here:

H/T: +Mark Traphagen, +Eric Enge, +Aaron Bradley, and +Jarno van Driel

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The Google SDTT now supports MTEs. Really?

+Brad Brewer reports, as per this +Barry Schwartz post, that the Google Structured Data Testing Tool (SDTT) now supports multi-typed entities (MTEs).

Care to elaborate Brad? I ask because with the cited URL I don't see any Product information showing in the SDTT output, despite the declaration:

itemOffered":{"@type":["HotelRoom","Product"] ...

Nor do I see the SDTT correctly processing any of the the +Dan Brickley-supplied examples on:
(cc: +Martin Hepp)

Was excited to see this, but now I'm not so sure it's true. :)

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