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Aaron Bradley
Works at Electronic Arts
Attended University of Alberta
Lives in Vancouver
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  • University of Alberta
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Male
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aaranged
Story
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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
owner

Structured data markup  - 
 
650,000 instances of SearchAction

"The sitelinks search box (schema.org/SearchAction) is one of the most popular markups out there. According to SimilarTech, there's now over 650,000 sites that have implemented this markup, making it one of the most popular of all schema markup types."

So observes +Roy Hinkis in this great deep-dive into Google's sitelinks search box and the markup that powers its.

So why might not a sitelinks search box be appearing for your site, even if your markup is correct?  Well, this is SERP element optionally generated by Google so the answer is, of course, "it's complicated."

#sitelinks   #google   #schemaorg   #actions  
This recent study unravels some of the mystery behind the sitelinks searchbox and shines a light on some areas website owners can exploit for possible success.
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David Kutcher's profile photo
 
And all this time I thought I was doing it wrong...
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Aaron Bradley
owner

Tools  - 
 
schema.org testing tools

A nice overview of some schema.org and related structured data testing tools from +Phil Barker of LRMI fame.

While you'll find most of these tools on the Structured Data Testing Tools page maintained by +Jarno van Driel and I...
http://bit.ly/structureddatatools
... this list is more qualitative, with the validation capabilities and downsides listed for each tool.

If you're reading this Phil, about that blank square in the callout link?
<meta property="og:image" content="https://s0.wp.com/i/blank.jpg" />

:)

#schemaorg   #structureddata   #tools  
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4 comments
 
Thanks +Phil Barker - both for your fine list and the added link!
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Aaron Bradley
owner

schema.org  - 
 
"The time start using app linking and schema.org actions and get an edge is now"

I so could not agree more with that entreaty from this Bing post on app links.

Specifically, Bing has announced that its "leveraging two open standards" that it wants app developers and webmasters to embrace (emphasis below in the original).

App links
"... and its simple markup to allow users to open your content with your apps straight from our web results and experience it in the immersive device experience instead of in the browser."

schema.org
"... and its action vocabulary to help users discover your app by the actions that your app can perform on the content they are searching for"

For the latter, one could use microdata but (Community members will be utterly unsurprised to learn) the other protocol the piece mentions  and uses as an example - is JSON-LD.

#appindexing   #applinking   #schemaorg   #jsonld   #bing  
You've focused your energy on optimizing your website to get traffic from search engines. You've done this with a great site structure and architecture, superb crawlability, and — of course — top notch content. More recently, you've been working mad hours to ensure your site shines on mobile.
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Thanks for sharing
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Aaron Bradley

▸ Content ROI  - 
 
"Our content marketing yields 4x better ROI than our traditional advertising"

So, apparently, claimed Kraft's Julie Fleischer at Content Marketing World, where she went on to explain how Kraft uses data to perform triage on different topics represented in their content.

Chiefly found this of interest because of the use of "first-party data sets" to track the interests of content consumers.  I think we'll see more of this (and more complex and elegant variations on the theme) as cookies become a more and more difficult way of determining users' interests.

I also find it interesting that Fleischer's title is "Sr. Director, Data + Content + Media".
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Very interesting article +Aaron Bradley .  I made a similar argument some time ago that the chief benefit of content marketing could be the development of 1st party data. storyneedle.com/profitable-insights-from-content-marketing/  In my view, it's not content marketing that directly generates the sale, its the ability of it to allow brands to know their customers better.

And also very happy to see someone speak so positively about metadata.
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Aaron Bradley

Shared publicly  - 
 
You got to hand it to 'em:  the Chinese government sure can find the means of embracing any emerging technology to further control its citizens!

You got to hand it to us:  awesome how we so consistently just don't give a fuck!
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2 comments
 
Really intriguing +Aaron Bradley 
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Aaron Bradley

Shared publicly  - 
 
 
mainEntityOfPage? schema.org

The schema.org 2.0 release is now live.  Hooray for whole numbers!

As per the release listing:
http://bit.ly/1yaC4rS
... 2.0 packs a punch, but here are some of the highlights (IMO).

* As per this post's headline, schema.now has mainEntityOfPage (inverse mainEntity) so that a webmaster can indicate "which of the entities mentioned in a page is its primary topic"

* A new vocabulary for Car

* With the addition of PropertyValue any property/value pair may now be declared

* The extension mechanism has been completely reworked.  Moving forward there will be reviewed extensions with their own chunk of the schema.org namespace (e.g. bib.schema.org) and external extensions specific to a developer's application (e.g. schema.twitter.com)

* For each class or property the number of domains on which it used is now displayed, as well as a preset search link to open Github issues pertaining to that class or property

And much, much more.

I'll just conclude by pointing out how the new home page content reflects the change in scope of schema.org's ambition since its initial release.

Before:

"This site provides a collection of schemas that webmasters can use to markup HTML pages in ways recognized by major search providers, and that can also be used for structured data interoperability (e.g. in JSON). Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right Web pages."

Now:

"Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond."

H/T to +Dan Brickley for nudging me to look at the home page - and for his ceaseless toil on this release!

I see, too, that +Ramanathan Guha has blogged on the release:
http://blog.schema.org/2015/05/schema.html

#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.
14 comments on original post
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Sema
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Aaron Bradley
owner

Discussion  - 
 
"... telling the success story of a website"

The agenda for Smart Data (née SemTechBiz/Cognitive Computing Forum) has been announced, and - as per the call out link - SemSearch's own +Jarno van Driel will be presenting.

What "success story" will Jarno talking about, and does it have any relevance to semantic search marketing?  Well, it's...

"... the success story of a website that was semantically optimized by the use of schema.org and other protocols. Details will be provided on what was optimized, data showing semantically-enriched webpages generated substantially more search engine-referred traffic than non- or less-enriched control groups did, and insights gained by re-using structured data to measure its impact on search."

Sounds slightly relevant, no? ;)

Looking forward to hearing Jarno speak, and to the other conference sessions - looks like a great lineup:
http://smartdataweek.com/agenda.cfm?pgid=1

#semanticseo   #schemaorg   #smartdata   #conferences   #semanticweb  
A Website’s Structured Data Success Story
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12 comments
 
Take it to the crowds +Jarno van Driel​ :) if it wasn't at the other side of the pond I wouldn't miss it for the world. One to watch for sure! 
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Aaron Bradley

Shared publicly  - 
 
Google brings app indexing to iOS

I wonder if this is the first time a picture of an iPhone has appeared on a Google blog post? :)

In related news, Google's URL shortener, goo.gl, now supports deep linking to app content:
http://googledevelopers.blogspot.ca/2015/05/app-deep-linking-with-googl.html
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Aaron Bradley

Shared publicly  - 
 
Dinosaurs lived =< 6,000 years ago

Because, claims +Answers in Genesis:  "Dinosaurs could not have died out before people appeared because dinosaurs had not previously existed."  And of course we all know that people haven't been around longer than 6,000 years old.  Ahem.

Anyway, a commenter poses the question on the post:
"Ok, but haven't you thought it could be just a good SEO? I mean, the result is relevant to the search query."

A sentiment echoed by another commenter:
"I'm not sure why you're suggesting this is a search algorithm error. The answer card is relevant. It's not like searching for Dinosaurs gives you answers about Pepsi or baseball or some other unrelated topic."

Of course, relevance isn't in and of itself the measure of satisfaction for a search result, and especially for a direct answer. Veracity - as +David Amerland will be happy to tell you (http://bit.ly/1PLoUzV) plays a central role in the semantic processes that allow Google to provide an answer to just this sort of question, and "the ability of the computationally driven, answer engine of semantic search to gain our trust, rests completely upon it."

Two things come to mind here.

The first is that, yes, SEO has actually changed.  It's no longer feasible to have a top-ranked answer that is merely relevant because users just won't stand for it.  (I thought of your recent observation about SEOs in denial, +Jan-Willem Bobbink, when I read the post's comments.)

Secondly, issues like this make it clearer to me why Google would back research like that which resulted in the Knowledge-Based Trust (KBT) proposal (http://bit.ly/1zRQtdG).  And seeing this story from +The Next Web I'm now maybe see the value in KBT without worrying as much about the fact (ha) that the proposal never defines what a "fact" is, as the more valuable service rendered by KBT may be scoring propositions that aren't facts.

I'll note in passing that the KBT authors believe "the facts are correct if they are extracted from an accurate source."  A belief with which Ken Ham could not more enthusiastically agree - the sticking point being, of course, that Google's idea of what might constitute an "accurate source" (of which there might be many) is different from Ken Ham's "accurate source" (of which there is only one).

H/T to +Wayne Barker for leading me down this rabbit hole via Twitter. :)
Another Google property has come under scrutiny for returning questionable results. Fresh off the Google Maps fiasco, it seems Search is having troubles of its own. A recent Google ...
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5 comments
 
You know +Aaron Bradley I am sure that Google takes the maxim of in vino veritas way too literally sometimes. :) Great to see this result being fixed, however. 
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Aaron Bradley
owner

Structured data markup  - 
 
"I think all of the future of structured data is JSON-LD"

So opines +Richard Baxter - and I tend to agree! - in his piece outlining how to forge schema.org JSON-LD-encoded data using WordPress.  (Note, too, that the WordPress SEO plugin by Yoast started to support JSON-LD in the form of sitelinks search box [1.6] and WebSite [2.1].)

The piece also notes that a good way to stay on top of structured data issues is to join this Community - a tip with which I won't disagree.  :)  Thanks Richard!

I'm not feeling particularly pedantic today, so I'll let someone else comment on the portrayed differences between RDFa and microdata if they feel the need.  :/

#jsonld   #schemaorg   #wordpress  
Implementing JSON-LD in Wordpress - a helpful post from the team at Builtvisible.com
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8 comments
 
Hi Aaron! Thanks! It's currently here http://schemaplugin.com - Will need an optin just so I can send updates for it as it's not in the WP repository yet. Still simple at this point, but I hope I can get it to do everything else LOL :)
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Aaron Bradley
owner

schema.org  - 
 
"mainEntityOfPage – a solution for a real life problem"

So explains +Jarno van Driel in this deep-dive into schema.org's mainEntityOfPage property, new to version 2.0.

Great stuff (and the very first guest post on SEO Skeptic too!)

#schemaorg   #mainentityofpage   #entities  
A graceful structured data solution for resolving ambiguity and search result snippet issues surrounding web pages that contain multiple top level entities.
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16 comments
 
+Jarno van Driel  correct, my fail. but its interesting: there are four levels of thematic importance's description in schema.org-terms: mainEntity, about, mentions, keywords... is it not a bit...overdetailed?
Add a comment...

Aaron Bradley
owner

schema.org  - 
 
mainEntityOfPage? schema.org

The schema.org 2.0 release is now live.  Hooray for whole numbers!

As per the release listing:
http://bit.ly/1yaC4rS
... 2.0 packs a punch, but here are some of the highlights (IMO).

* As per this post's headline, schema.now has mainEntityOfPage (inverse mainEntity) so that a webmaster can indicate "which of the entities mentioned in a page is its primary topic"

* A new vocabulary for Car

* With the addition of PropertyValue any property/value pair may now be declared

* The extension mechanism has been completely reworked.  Moving forward there will be reviewed extensions with their own chunk of the schema.org namespace (e.g. bib.schema.org) and external extensions specific to a developer's application (e.g. schema.twitter.com)

* For each class or property the number of domains on which it used is now displayed, as well as a preset search link to open Github issues pertaining to that class or property

And much, much more.

I'll just conclude by pointing out how the new home page content reflects the change in scope of schema.org's ambition since its initial release.

Before:

"This site provides a collection of schemas that webmasters can use to markup HTML pages in ways recognized by major search providers, and that can also be used for structured data interoperability (e.g. in JSON). Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right Web pages."

Now:

"Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond."

H/T to +Dan Brickley for nudging me to look at the home page - and for his ceaseless toil on this release!

I see, too, that +Ramanathan Guha has blogged on the release:
http://blog.schema.org/2015/05/schema.html

#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.
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Niscoveanu Florin's profile photoHasan Deniz's profile photoStefan Weiss's profile photoMargaret Warren's profile photo
14 comments
 
really excited to play with https://schema.org/Car and wonder if / how Google will use it in KG
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Aaron Bradley's +1's are the things they like, agree with, or want to recommend.
schema blog
blog.schema.org

Schema.org 2.0 We are pleased to announce the public release of Schema.org 2.0 which brings several significant changes and additions, not j

... something borrowed, something blue
bvatant.blogspot.com

I already mentioned +Teodora Petkova in a recent post. Reading her blog, you'll maybe have as I had several times this "exactly ... that!" f

You need names on the Web, it's dark in there.
bvatant.blogspot.com

The chinese character 名 (name) which we have seen in the previous post as the mother of all things, has an interesting origin. It's composed

SEMpdx SearchFest 2015 Mini-Interview: Aaron Bradley | SEMpdx
www.sempdx.org

Aaron Bradley will be speaking on "Semantic Juggernaut" at SearchFest 2015 which will take place Friday, February 27, 2015 in Portland Orego

What is JSON-LD? A Talk with Gregg Kellogg
www.seoskeptic.com

My talk with Gregg Kellogg about JSON-LD, schema.org and related issues at the Semantic Technology and Business Conference 2014.

Changing the conversation about SEO
squawk.im

SEO has a terrible reputation. Here's a look at why this has happened and what knowledgeable SEOs can do to fix this growing problem.

Should You Put Keywords in the URL? (An Age Old Question)
www.northcutt.com

Since the age of dinosaurs, SEOs and their clients have been asking if they should put keywords in their URLs in order to improve visibility

Publishers' mobile blindspot
www.onemanandhisblog.com

Less than half of the websites of popular UK print publications are optimised for mobile. Why is this taking so long?

Tech is on the wrong side of the paper wall
www.onemanandhisblog.com

Getting the role of the tech team right in a publisher is a pre-requisite for building compelling products.

Why most marketing campaigns fail and how yours can succeed
www.webanalyticsworld.net

Marketing campaigns fail mainly because they are executed without any well defined strategies.

Google Tests Restaurant Menus in "Card" Results
searchenginewatch.com

The recent discovery that Google is testing restaurant menus in its "card" results sparked discussion about where Google likes to get its da

Why are you so obsessed with this Semantic Web thing
kerfors.blogspot.com

A lot of nice buzz today in sociala media when Tim Berners-Lee discusses the future of the web in the March issue of Wired UK. The web turns

Powered by EA Customer Service Free Games Free Games Top 5 Free ...
free.origin.com

Dawngate is a new MOBA, built from the ground up to look and feel familiar while offering a whole new way to experience MOBA gameplay. Dawng

Powered by EA Customer Service Free Games Free Games Top 5 Free ...
free.origin.com

A Galaxy of Possibilities Awaits You! Star Wars™: The Old Republic™ is the only massively-multiplayer online game with a Free-to-Play option

Greenpeace-commissioned report slams plans to develop world's largest co...
www.mining.com

"The project's economics don't stack up," authors from the Institute for Energy Economics and Financial Analysis wrote.

What Does The Hummingbird Say?
www.blindfiveyearold.com

What exactly is Google's new Hummingbird update? Here's my breakdown from entities to topic modeling to deep learning to quantum computing a

Laura Lippay's website
www.lauralippay.com

who is laura lippay (?) Clifton Strengths: 1. Futuristic, 2. Includer, 3. Competition, 4. Woo, 5. Positivity. Laura Lippay.

Coke ad insists Aspartame is A-OK
workthatmatters.blogspot.com

Via Scribd There it is. I'll quote the body copy in full: For over 127 years, people have been coming together over Coca-Cola products to re

How Google May Substitute Query Terms with Co-Occurrence
www.seobythesea.com

But I’m a substitute for another guy I look pretty tall but my heels are high The simple things you see are all complicated I look pretty yo