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Aaron Bradley
Works at Airshock
Attended University of Alberta
Lives in Vancouver
6,699 followers|623,015 views
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Work
Occupation
Internet Marketer
Employment
  • Airshock
    Digital Marketing Consultant, 2013 - present
    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
Story
Tagline
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:
Education
  • University of Alberta
Basic Information
Gender
Male
Other names
aaranged

Stream

 
Less interested in broadcasting the link than celebrating the fact that I finally installed a WordPress plugin that allowed me to put og: tags in the <head> so I could produce perfect Facebook snippets and nearly perfect Google+ snippets (the bottom saw-tooth you see in the snippet image is because Google+ has foolishly not decided to replicate Facebook's imminently sensible recommendation - cough cough - of a 1:1.91 aspect ratio).

Thanks to +Jarno van Driel for helping me keep this list maintained.
Testing and validation tools for structured data markup, rich snippets. Validators for schema.org, RDFa, microdata, microformats, JSON-LD.
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Barry Rolapp's profile photoJefe Birkner's profile photoAaron Bradley's profile photoHasan Deniz's profile photo
6 comments
 
V. Nice results. #4 & #6 respectively over here.

Going back to improving the head, I found this earlier http://bit.ly/1hQDYd9 - I haven't tried it yet but it's on my list. (?)
Add a comment...

Aaron Bradley

Shared publicly  - 
 
I can see the state attorneys' point (http://selnd.com/P5QJES):  Google clearly has some way to go in eliminating search suggestions that might end up promoting criminal activity!
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Hortense Soulier's profile photoPerry Bernard's profile photoJefe Birkner's profile photoAaron Bradley's profile photo
22 comments
 
+Keith Greene After your comment I totally had to check and - sure enough - typing "how to become a dru" showed "how to become a drug dealer" as one of suggested queries.

It also brought up "how to become a driving instructor in alberta" - fitting, as I think helping someone in Canmore with an F150 get their license may very much all into the category of "encouraging potential criminal activity".

Poor Bing.  I can imagine the Microsoft lawyers sitting around moping.  "Wish state attorneys cared enough about Bing to accuse our search engine of promoting illegal activity."
Add a comment...
 
"Perhaps the most interesting addition to schema.org since launch"

As announced today by +Dan Brickley on (http://bit.ly/1gAB9bK) schema.org 1.2 is live, and now includes the complete Action hierarchy - including the potentialAction hierarchy.

Say the primary authors in their blog post (call-out link):

"... the Web is not just about static descriptions of entities. It is about taking action on these entities - from making a reservation to watching a movie to commenting on a post."

"Today, we are excited to start the next chapter of schema.org and structured data on the Web by introducing vocabulary that enables websites to describe the actions they enable and how these actions can be invoked." 

Says Dan of potential actions:

"Today's publication builds on the http://schema.org/Action types that we added last August by providing a way of describing the capability to perform actions in the future."

Two years in the making, the work on actions been very much collaborative, with Jason Douglas and +Sam Goto of Google, +Steve Macbeth and +Jason Johnson of Microsoft, +Alexander Shubin of Yandex and +Peter Mika of Yahoo leading the charge.

http://schema.org/ActionStatusType?  http://schema.org/CompletedActionStatus!

#schemaorg   #actions  
When we launched schema.org almost 3 years ago, our main focus was on providing vocabularies for describing entities --- people, places, movies, restaurants, ...  But the Web is not just about static descriptions of entities...
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Max Minzer's profile photoMariya Moeva's profile photoAaron Bradley's profile photoWissam Dandan's profile photo
3 comments
 
+Alexander Shubin Oops, I knew that and meant to type "of Yandex" but somehow didn't (I guess in my excitement:).  Corrected now Alexander!
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"In some cases, it is desirable to serialize in the reverse direction"

So says the JSON-LD recommendation, but no such reverse property mechanism exists for microdata.

Accordingly, a proposal to create a reverse property - "itemprop-reverse" - has been created, and is available on the WebSchemas Wiki at the call-out link.

The simplest summary, I think, is this sentence from the proposal:

"The new attribute @itemprop-reverse will be equivalent to the existing @itemprop, except for the fact that the subject and the object of the statement are swapped."

Great to see this, and I'm impressed with the speed with which this this discussion morphed into a solid proposal.  +1's all around - +Jarno van Driel+Martin Hepp, +Thad Guidry+Dan Brickley.

Quick (two part) question for the principles (one day I avail myself of the "discussion" tab, I guess).  All the examples use <link> to declare itemprop-reverse, and all the values used in the examples are URIs.  Is this inherent to the proposed new attribute?

For example, instead of this:
<div itemprop="creator" itemscope itemtype="http://schema.org/Person">
    <span itemprop="name">William Shakespeare</name>
    <link itemprop-reverse="creator" href="http://www.freebase.com/m/0yq9mqd">
</div>

Could one say this (the strangeness of this construction notwithstanding)?

<div itemprop="creator" itemscope itemtype="http://schema.org/Person">
    <span itemprop="name">William Shakespeare</name>, creator of <span itemprop-reverse="creator">Romeo and Juliet</span>
</div>

#microdata   #inverseproperties   #schemaorg  
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Jarno van Driel's profile photoMartin Hepp's profile photoAaron Bradley's profile photo
24 comments
 
+Jarno van Driel You are right: The good thing about @itemid is that you can use the same entity (@itemtype) with different properties, while with @itemref, you have to use the same property for linking to the entity.
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Aaron Bradley
owner

Discussion  - 
 
URIs and social networks and accounts and httpRange-14, oh my!

Just a quick note, via this +Bernard Vatant post, that there's a lively discussion (a.k.a. "epic thread") over on public-vocabs on how schema.org should best address the widely-perceived need to allow webmasters to declare the URI of a social network account.

But should this be handled by sameAs?  Or does schema.org require a new property specifically for social networks like "socialAccount"?  Or might it be better to use a more generic property, like "account", that provides a mechanism for declaring any account, whether social or not?

You should all check it out, and I especially urge web developers and search marketers to weigh in.

But I'm using Bernard's Google+ post as an anchor here because I'm sure many search marketers haven't heard of the "httpRange-14" conundrum that's been raised in the course of this discussion.

It's interesting in its own right (see the Wikipedia link below), but it's particularly interesting to search marketers because both of the W3C recommended solutions to the conundrum are pretty appalling from an SEO point of view (yeah, I'm a shit disturber:).

Just how does Google handle a 303 compared to a 301 or 302 (spoiler alert - nobody really knows: http://bit.ly/1esiTGn)?

Also, I love the description of the Issue 14 at w3.org (from when the whence the name derives:

TBL's argument that HTTP URIs (without "#") should be understood as referring to documents, not cars.

In regard to the schema.org "socialAccount" issue - arguably of more practical importance than the httpRange-14 discussion - I, for the record, come down squarely on the side of +Thad Guidry:

"Back to the original thread discussion ...."

"which is very important to Web Developers (which are actually the Schema.org stakeholders little elves, for crying out loud, otherwise your little toys will not be made !)

"+1 for new property "account" on Thing."
 
+Dan Brickley seems to have triggered, unwillingly I suppose, yet another post-httpRange-14 war episode, starting from :
http://lists.w3.org/Archives/Public/public-vocabs/2014Apr/0109.html
I tend to agree with the pragmatic view of +Martin Hepp
http://lists.w3.org/Archives/Public/public-vocabs/2014Apr/0146.html
 +Mike Bergman makes a good point in his answer
http://lists.w3.org/Archives/Public/public-vocabs/2014Apr/0147.html
The names of things on the Web (URI) will eventually be really efficient when they achieve what makes natural language names efficient, flexibility allowing ambiguity and overloading in certain contexts, and accuracy in other ones. You don't need the accuracy requirements of a lawyer or a scientist in day-to-day conversation when you use words as "culprit" or "weight". But before the court or in a scientific paper you need them. 
Background reading for newbies in this old can of worms :
http://en.wikipedia.org/wiki/HTTPRange-14
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Jarno van Driel's profile photoMatthew Edward's profile photoAaron Bradley's profile photo
4 comments
 
I just gave it a new try. And I honestly don't know what else to say anymore now. This thread is really tough.
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"Every one can now publish their actions using a shared vocabulary"

Additional perspective on yesterday's schema.org Action update from +Alexandre Passant.  H/T to +Mark Davey for the heads-up at Semantic Search Marketing.

#schemaorg   #actions   #personalization  
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Aaron Bradley

Shared publicly  - 
 
The most interesting aspect of this test, IMO, is that it shows the correlation between site search and conversions.

Yes, yes, I'd need more data to say that an increase in site searches caused more conversions, but I can say with utter confidence that site search remains among the most neglected aspects of ecommerce - both in terms of the prominence its given and (more importantly) of how well it functions.
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Barry Rolapp's profile photo
Add a comment...
 
 
"Perhaps the most interesting addition to schema.org since launch"

As announced today by +Dan Brickley on (http://bit.ly/1gAB9bK) schema.org 1.2 is live, and now includes the complete Action hierarchy - including the potentialAction hierarchy.

Say the primary authors in their blog post (call-out link):

"... the Web is not just about static descriptions of entities. It is about taking action on these entities - from making a reservation to watching a movie to commenting on a post."

"Today, we are excited to start the next chapter of schema.org and structured data on the Web by introducing vocabulary that enables websites to describe the actions they enable and how these actions can be invoked." 

Says Dan of potential actions:

"Today's publication builds on the http://schema.org/Action types that we added last August by providing a way of describing the capability to perform actions in the future."

Two years in the making, the work on actions been very much collaborative, with Jason Douglas and +Sam Goto of Google, +Steve Macbeth and +Jason Johnson of Microsoft, +Alexander Shubin and +Peter Mika of Yahoo leading the charge.

http://schema.org/ActionStatusType?  http://schema.org/CompletedActionStatus!

#schemaorg   #actions  
When we launched schema.org almost 3 years ago, our main focus was on providing vocabularies for describing entities --- people, places, movies, restaurants, ...  But the Web is not just about static descriptions of entities...
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Steve Bertolacci's profile photoBarry Rolapp's profile photo
Add a comment...

Aaron Bradley

Web Resources  - 
 
Why yes, there's a proposal afoot for a new microdata attribute:  "itemprop-reverse".
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Evgeniy Orlov's profile photoAaron Bradley's profile photo
2 comments
 
+Evgeniy Orlov This was a brief heads-up for the microdata peeps.  See an extended version of this post on SemSearch, where you can slug it out with Jarno and Martin (up to 24 comments now:):
https://plus.google.com/106943062990152739506/posts/eNAqJzVQmC1
Add a comment...
 
Do I need to say this one more time?  Well, it can't hurt:

All successful digital marketing efforts are based on cat pictures

Big +1 to +Rishi Lakhani for this (and a bonus +1 for the 418 - I was totally prepared to have to call Rishi out for its omission, but nope - he nailed it).  H/t to +Paul Shapiro for the tweeted link.

#httpstatuscode   #cats   #marketing  
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Liz Toth's profile photoPaul Shapiro's profile photoE Keathley's profile photo
 
Cute and helpful.
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Aaron Bradley's +1's are the things they like, agree with, or want to recommend.
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