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Aaron Bradley
Works at Electronic Arts
Attended University of Alberta
Lives in Vancouver
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Search and internet marketer, semantic web stringer
Introduction
I'm an Internet marketing guy with a strong specialization in organic search engine optimization (SEO) for enterprise-level websites.  I also work a lot on conversion optimization, web testing and other aspects of ecommerce.

I've long had an interest in classification that has extended in the computer age to meta data and the semantic web - but I definitely wouldn't consider myself a geek (I don't have good enough math skills for that).

For my sins, I also increasingly find myself working on information architecture, user experience and website analytics.

As if that's not enough, I'm an avid observer (and sometimes participant) of the discussion surrounding digital journalism, and the struggles of traditional news media organizations as they try to adopt to 21st century realities.  (I'm also very keen on news optimization/SEO for Google News.)

I write on various topics related to Internet marketing on my own blog, as a now-occasional columnist at Search Engine Land and other places around the web.  I'm also a prolific tweeter.

Interested in search and the semantic web?  This Google+ Community (which I run) is definitely the place for you:

If you're on Twitter, I also recommend following this list (which I curate):

  • Semantic Web
    600+ semantic web people and organizations on Twitter
You can also find me posting on these Google+ Pages:
Work
Occupation
Internet Marketer
Employment
  • Electronic Arts
    SEO and DPO Analyst, 2014 - present
    Heading up search engine and digital presence optimization efforts for more than a dozen EA domains, including www.ea.com and www.easports.com.
  • Airshock
    Digital Marketing Consultant, 2013 - 2014
    Independent digital marketing consultant specializing in improving the visibility and performance of websites in the search engines through the application of semantic web technologies.
  • InfoMine.com
    Internet Marketing Manager, 2011 - 2013
  • Airshock
    SEO Consultant, 2010 - 2012
  • Suite101.com
    Director of SEO, 2009 - 2010
  • Ice.com
    SEO Manager, 2008 - 2009
  • Fivermedia.com
    Search Engine Marketing Manager, 2008 - 2008
  • Riptown.com Media
    Senior SEO, 2006 - 2008
  • Riptown.com Media
    SEO Specialist, 2005 - 2006
  • InfoMine.com
    Senior Web Designer, 2003 - 2005
  • Self-Employed
    Independent Web Designer, 2000 - 2002
  • Canadian Forces College
    Web Designer/Administrator, 1995 - 1999
  • Canadian Forces College
    Library Technician, 1988 - 1995
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
Vancouver
Previously
Montreal, Quebec - Toronto, Ontario - Banff, Alberta - Edmonton, Alberta

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Aaron Bradley

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Rich cards are upon us

My survey of all the structured data changes that Google rolled out on the 17th, including the introduction of rich cards.
On 17 May 2016 Google made a number of changes to their structured data site and introduced a successor to rich snippets, rich cards.
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Aaron Bradley
owner

Structured data markup  - 
 
Lights! Camera! Action! amazon.com eases into structured data with movies on Amazon Video

Everyone knows Amazon doesn't use structured data markup, right? An omission so glaring that people have even written posts about it.

Right?

https://search.google.com/structured-data/testing-tool?url=http://www.amazon.com/Interstellar-Matthew-McConaughey/dp/B00TU9UFTS#url=http%3A%2F%2Fwww.amazon.com%2FInterstellar-Matthew-McConaughey%2Fdp%2FB00TU9UFTS

Well, it looks like sometime around February they finally took the plunge, although currently its limited to their "Amazon Video" section (with markup added just a month or two prior to the launch of Amazon Prime Video - coincidence?).

And what structured data are we talking about?

- schema.org markup (type = Movie)
- Open Graph markup (og:type = video.movie)
- Twitter Card markup (twitter:card = product)

Ironically this markup isn't currently resulting in the appearance of any rich snippets rich cards in the Google SERPs, unlike products without compliant markup (the SDTT complains about missing values for uploadDate and image).

Though these offers are appearing in the "Available on" section of the movie's Knowledge Panel (although it lacks the Action markup seemingly required to generate a streaming option in that panel).

One way or another the times, at amazon.com, they are a changin'.

PS - Y'all notice that Amazon regional sites like amazon.ca, amazon.co.uk and www.amazon.fr have gone HTTPS?
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Aaron Bradley

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Google has made massive changes to how they handle and document structured data

Google has just rolled a completely redesigned web presence for their structured data information, along with changes to the names they assign to structured data-powered features and, it appears, to those features themselves.

Some key observations from an initial pass.

Structured data information now split between two areas

There are now two sections relevant to structured data and disambiguated entity use.

Guides
https://developers.google.com/search/docs/guides/

An overview of different search result features, a gallery of rich results examples, a developer checklist, resources on indexing, and several pages about how structured data translates into SERP display features.

Data types
https://developers.google.com/search/docs/data-types/data-type-selector

A list of different types that generate rich search results, with use cases, guidelines and markup specifications for each. Each of these replaces what were previously "rich snippets" specification pages.

These are now organized into (extensible) groups by use case: Site Structure (e.g. sitelinks search box), Authorized Presence (e.g. corporate contacts), Creative Works (e.g. recipes) and Commerce (e.g. products).

Rich snippets RIP

Google has ceased using the term "rich snippets" in their documentation. Instead these are globally rich results - with the rich card now being the primary term for an enhanced result in search results.

Mobile, mobile, mobile

As per the move to "rich cards" from "rich snippets" the focus is clearly on the mobile experience. Most, if not all, examples now show rich cards in a mobile context.

The host-specific recipe list

"A host-specific recipe list displays cards from a single source." Supported by ItemList markup, recipes are now eligible to be shown in a carousel of site-specific recipes.

On-site examples be gone

Previously example code would appear on the specifications page for each rich snippet type. Now examples are links that launch example code directly in the Structured Data Testing Tool.

There are now also global links to Inside Search, Github and a YouTube playlist.

The Github link ("Fork our samples and try them yourself")...
https://github.com/google/search-samples/
... is pretty sparse at present.

One Article to rule them all

There are no longer separate pages for "article rich snippets" and "top stories with AMP", but a single page for article markup.

Live Blogs and Software Apps move to a holding pen

Features that aren't currently supported for all publishers are now found under:

Early Access and Partner-only Features
https://developers.google.com/search/pilot/open/

Currently housed here are "Live Blogs" and "Software Apps", each of which had their own page in the Structured Data Section of Google Developers. Despite its "we are piloting" disclaimer, however, "Local Businesses" information resides under Data Types.

I'm sure there's more to be uncovered: leave a comment if you spot something interesting!
5 comments on original post
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Aaron Bradley

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Using a schema.org extension term? Omit the subdomain when declaring it

Following on the heels of yesterday's discussion of extension URLs (http://bit.ly/23W7BOi) +Dan Brickley has made a change to the schema.org site to clarify how to declare a type or property that resides in a reviewed (hosted) extension (http://bit.ly/23W7O3Z).

The TL;DR > here is pretty straightforward: don't use the subdomain when making a declaration, but just the schema.org root domain.

For example, use this:

<script type="application/ld+json">
{
"@context":"http://schema.org",
"@type":"MedicalDevice",
"name": "Trepanation drill"
}
</script>

Rather than this:

<script type="application/ld+json">
{
"@context":"http://health-lifesci.schema.org/",
"@type":"MedicalDevice",
"name": "Trepanation drill"
}
</script>

Thanks for your responsiveness in help clearing this up for publishers Dan, and for weighing in +Richard Wallis - and +Jarno van Driel for creating the issue.
3 comments on original post
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Aaron Bradley
owner

schema.org  - 
 
17 May update - see this post
https://plus.google.com/u/0/106943062990152739506/posts/YTCU66YRfND

I don't have much time to dig into this, but the referenced article raises some interesting questions in regard to deprecating core vocabulary items by moving them to an extension.

+Jarno van Driel has already opened an issue in regard to this:
https://github.com/schemaorg/schemaorg/issues/1164

Some quick testing results.

[1] - All good in the Google SDTT and Yandex Structured Data Validator.

[2] - Google gives this the all-clear, but Yandex complains that:
WARNING: itemtype http://health-lifesci.schema.org/MedicalClinic not recognized by validator

[3] - Google complains:
There was an invalid type in your JSON-LD.
(Odd that it dislikes this type, but not the same type expressed in microdata.)

[1]
<div itemscope itemtype="http://schema.org/MedicalClinic">
<h1><span itemprop="name">Tonsillectomies R US</span></h1>
<span itemprop="description">Got tonsils? Not for long!</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">1 Throat and Ear Drive</span>
<span itemprop="addressLocality">Gullet</span>,
<span itemprop="addressRegion">FL</span>
</div>
Phone: <span itemprop="telephone">877-123-4567</span>
</div>

[2]
<div itemscope itemtype="http://health-lifesci.schema.org/MedicalClinic">
<h1><span itemprop="name">Tonsillectomies R US</span></h1>
<span itemprop="description">Got tonsils? Not for long!</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">1 Throat and Ear Drive</span>
<span itemprop="addressLocality">Gullet</span>,
<span itemprop="addressRegion">FL</span>
</div>
Phone: <span itemprop="telephone">877-123-4567</span>
</div>

[3]
<script type="application/ld+json">
{
"@context":"http://health-lifesci.schema.org",
"@type":"MedicalClinic",
"address": {
"@type":"PostalAddress",
"addressLocality": "Gullet",
"addressRegion": "FL",
"streetAddress": "1 Throat and Ear Drive"
},
"description": "Got tonsils? Not for long!",
"name": "Tonsillectomies R US",
"telephone": "877-123-4567"
}
</script>
Schema released a new version of medical word mapping, Schema 3.0. Will the latest schema updates impact your medical practice?
5
Dan Brickley's profile photoAaron Bradley's profile photo
2 comments
 
+Dan Brickley That I understand - thanks.
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Aaron Bradley
owner

schema.org  - 
 
I can't vouch for the methodology by which this traffic increased was ascribed to the addition of schema.org markup, but the advice "if you have job postings mark them up with schema.org/JobPosting" seems pretty sound to me.
If you use an applicant tracking system to generate your job descriptions, chances are that you’re leaving a bunch of Google and other search traffic on the table because you’re neglect…
8
8
James Cridland's profile photoJarno van Driel's profile photoAaron Bradley's profile photo
16 comments
 
+Michael Andrews _There are lots of needs to share hotel details with others, who might not in the same OS ecosystem as you are._

Just on that note, the accommodation extension to schema.org is imminent. Stay tuned. :)
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Aaron Bradley
owner

Rich and structured snippets  - 
 
More on Rich Cards

A more thorough survey of the structured data changes Google rolled out on the 17th than the brief post provided here on that date.

Interesting to note that since then we've been seeing tests of mobile-style cards in the Google desktop search results. See the article for my take on what that might mean in reference to Google's statement that "a card is the fundamental presentation unit for Search results."

#structureddata   #schemaorg   #google  
On 17 May 2016 Google made a number of changes to their structured data site and introduced a successor to rich snippets, rich cards.
12
2
Hill Web Creations LLC's profile photoJorge Soler's profile photoDavid Kutcher's profile photoJarno van Driel's profile photo
10 comments
 
So far I've got only one site in my list that's showing data on the Rich Card report. My guess is that the data is still building up and that more sites will start reporting data over the next couple of weeks (or at least I hope so).
Add a comment...

Aaron Bradley
owner

Rich and structured snippets  - 
 
And now it's official: Rich Cards

Further to my post documenting the changes to the information on structured data that used to reside at Google Developers, and the post from +Grace Massa Langlois, Rich Cards have officially been announced by Google?

Me? Playing Solitaire till dawn, with a deck of fifty-one ... rich cards, that is.
10
2
Aaron Bradley's profile photoDavid Kutcher's profile photoJarno van Driel's profile photo
8 comments
 
I'm sure that if you ask +Aaron Bradley he'll be happy to show you that an AI is a baboon as well +David Kutcher.  :)
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Aaron Bradley
owner

Structured data markup  - 
 
Google has made massive changes to how they handle and document structured data

UPDATE 19 May - I've now written a more in-depth article about this:
http://bit.ly/1suSbog

Google has just rolled a completely redesigned web presence for their structured data information, along with changes to the names they assign to structured data-powered features and, it appears, to those features themselves.

Some key observations from an initial pass.

Structured data information now split between two areas

There are now two sections relevant to structured data and disambiguated entity use.

Guides
https://developers.google.com/search/docs/guides/

An overview of different search result features, a gallery of rich results examples, a developer checklist, resources on indexing, and several pages about how structured data translates into SERP display features.

Data types
https://developers.google.com/search/docs/data-types/data-type-selector

A list of different types that generate rich search results, with use cases, guidelines and markup specifications for each. Each of these replaces what were previously "rich snippets" specification pages.

These are now organized into (extensible) groups by use case: Site Structure (e.g. sitelinks search box), Authorized Presence (e.g. corporate contacts), Creative Works (e.g. recipes) and Commerce (e.g. products).

Rich snippets RIP

Google has ceased using the term "rich snippets" in their documentation. Instead these are globally rich results - with the rich card now being the primary term for an enhanced result in search results.

Mobile, mobile, mobile

As per the move to "rich cards" from "rich snippets" the focus is clearly on the mobile experience. Most, if not all, examples now show rich cards in a mobile context.

The host-specific recipe list

"A host-specific recipe list displays cards from a single source." Supported by ItemList markup, recipes are now eligible to be shown in a carousel of site-specific recipes.

On-site examples be gone

Previously example code would appear on the specifications page for each rich snippet type. Now examples are links that launch example code directly in the Structured Data Testing Tool.

There are now also global links to Inside Search, Github and a YouTube playlist.

The Github link ("Fork our samples and try them yourself")...
https://github.com/google/search-samples/
... is pretty sparse at present.

One Article to rule them all

There are no longer separate pages for "article rich snippets" and "top stories with AMP", but a single page for article markup.

Live Blogs and Software Apps move to a holding pen

Features that aren't currently supported for all publishers are now found under:

Early Access and Partner-only Features
https://developers.google.com/search/pilot/open/

Currently housed here are "Live Blogs" and "Software Apps", each of which had their own page in the Structured Data Section of Google Developers. Despite its "we are piloting" disclaimer, however, "Local Businesses" information resides under Data Types.

I'm sure there's more to be uncovered: leave a comment if you spot something interesting!
24
16
Jarno van Driel's profile photoKyle Sutton's profile photoAaron Bradley's profile photoKavit Shah's profile photo
5 comments
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Aaron Bradley
owner

schema.org  - 
 
Using a schema.org extension term? Omit the subdomain when declaring it

Following on the heels of yesterday's discussion of extension URLs (http://bit.ly/23W7BOi) +Dan Brickley has made a change to the schema.org site to clarify how to declare a type or property that resides in a reviewed (hosted) extension (http://bit.ly/23W7O3Z).

The TL;DR > here is pretty straightforward: don't use the subdomain when making a declaration, but just the schema.org root domain.

For example, use this:

<script type="application/ld+json">
{
"@context":"http://schema.org",
"@type":"MedicalDevice",
"name": "Trepanation drill"
}
</script>

Rather than this:

<script type="application/ld+json">
{
"@context":"http://health-lifesci.schema.org/",
"@type":"MedicalDevice",
"name": "Trepanation drill"
}
</script>

Thanks for your responsiveness in help clearing this up for publishers Dan, and for weighing in +Richard Wallis - and +Jarno van Driel for creating the issue.
6
1
Hill Web Creations LLC's profile photoMichael Andrews's profile photoAaron Yeh's profile photo
3 comments
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Aaron Bradley

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Testing Tool updated

The Google Structured Data Testing Tool has been updated for the first time in quite a while. Details in the linked post - h/t to +Kenichi Suzuki for spotting this.
The Google Structured Data Testing Tool has been updated, with new features including keyword completion for schema.org and JSON-LD..
11
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Jeannie Hill's profile photo
 
It's a nice clean interface, thanks +Aaron Bradley. Nice auto-completion and replace features. I was hoping that more examples would be offered; that menu is now gone. I agree with +Jarno van Driel - it will be handy when it supports valid code for multi-type entities.
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Aaron Bradley

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schema.org v3.0 Released

Full release details at the call-out link, but some highlights.

New extension: meta.schema.org

Terms "primarily designed to support the implementation of the Schema.org vocabulary itself."

New extension: http://pending.schema.org

A "staging area for work-in-progress terms which have yet to be accepted into the core vocabulary."

New extension: http://health-lifesci.schema.org

A "new home for our existing Medical and healthcare related terms."

*New document, "How we work": http://schema.org/docs/howwework.html*

A "document providing an overview of the project's approach to schema development, collaboration, versioning and change review." A treasure trove for those interested in, or have a vested interest in, the development of the vocabulary.

*New property: http://schema.org/disambiguatingDescription*

A sub property of description, "used to disambiguate from other, similar items."

audience, brand, logo, isRelatedTo, isSimilarTo

These previously Product-specific specific properties can now also be applied to Service.

*New class: http://schema.org/DigitalDocument*

"An electronic file or document", with sub-types NoteDigitalDocument,
PresentationDigitalDocument, SpreadsheetDigitalDocument, TextDigitalDocument.

*New type: http://schema.org/ComputerLanguage*

With modifications to http://schema.org/Language to stress it that it refers to natural languages, and with support for standard BCP 47 language codes via the alternateName property (for SEOs, this brings the functionality of language types and properties close to that provided by hreflang).

*New enumeration: http://schema.org/Monday*

And (surprise!) the rest of the days of the week as well, replacing the purl.org/goodrelations URIs on which these are based - thanks +Alexandre Bertails! Also, http://schema.org/specialOpeningHoursSpecification has been added, which allows webmasters to override general opening hours

Not seeing the current version? I am, but +Dan Brickley notes ""there seem to be some further issues with old versions of pages being cached. It was looking like this had resolved itself but I see
now that this isn't the case. At least the homepage and /docs/schemas.html seem to be intermittently showing old versions of those pages. You can force a fresher version by appending '/' to thedomain name e.g. http://schema.org////docs/schemas.html but obviously this needs attention""

#schemaorg  
Schema.org is a set of extensible schemas that enables webmasters to embed structured data on their web pages for use by search engines and other applications.
1 comment on original post
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The recent discovery that Google is testing restaurant menus in its "card" results sparked discussion about where Google likes to get its da

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