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

Aaron Bradley's posts

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Bing now supports ClaimReview

The structured data documentation for Bing ( has been amended to include support for ClaimReview (, which can be used by publishers to provide fact checking data.

ClaimReview annotations should be used to convey that the page contains fact check information. This may be used to display enhanced captions on Bing that help convey this information to users.

Markup guidelines are provided on a page linked from the table of "scenarios":

Markup: Claim Review - Bing Webmaster Tools

While there's been no official announcement yet from Bing, this strongly suggests that, like Google (, Bing will start to annotate search results with fact check information.

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Metadata vs semantic metadata

Clever piece by +Teodora Petkova that I think is worth calling out specifically for search marketers, as often I think those in our industry fail to understand how "traditional" metadata (think <meta> description) is different from linked data.

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Using the Structured Data Testing Tool in a dev environment

+Aymen Loukil with a great run down on how to use the Structured Data Testing tool when your content is behind a firewall (and other Google diagnostic tools like Speed Insight the AMP validation Tool).

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Inverse relationships FTW!

This will be very useful IMO.


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Has Bing quietly started supporting JSON-LD for recipe rich snippets?

A user recently asked on my blog ( why the site, which provides information in JSON-LD, was receiving recipe rich snippets in Bing search results while his site,, was not being awarded with rich snippets for its JSON-LD-encoded recipe markup.

Well, it turns out that in the two weeks it took me to reply to the question the site, along with a host of other sites that provide markup only in JSON-LD, has been awarded with recipe rich snippets.

Some time ago I noticed a single JSON-LD-only site receiving recipe rich snippets in Bing, but was able to account for this by ascribing the display to Bing's cache of an earlier, microdata version of recipes for the site.

But, as per the survey below, it really does appear Bing has started to use the JSON-LD provided for recipes.

I haven't looked at all data types, but a survey of Product markup showed that not to be the case there, where I was only able to find microdata-generated rich snippets.

This may, however, be a sign of things to come - hope so (!

At time of writing, all sites listed below had recipe rich snippets in the results "baked ziti recipe" (yum!). Pages with markup in JSON-LD only are in bold.

Easy Baked Ziti Recipe with Spinach
- Recipe in JSON-LD
- WebPage in microdata

Baked Ziti I Recipe -
- Recipe, Review in microdata

Baked Ziti - Kraft Recipes
- Recipe in JSON-LD
- Review in microdata

Baked Ziti Recipe | Ree Drummond | Food Network
- Recipe in JSON-LD
- BreadcrumbList in microdata

Baked Ziti Recipe |
- Recipe in microdata
- Organization in JSON-LD

Baked Ziti Recipe -
- Recipe in JSON-LD
- Review in microdata

Baked Ziti Recipe | Rachael Ray | Food Network
- Recipe in JSON-LD
- BreadcrumbList in microdata

Ziti Bake Recipe | Taste of Home
- Recipe, Review in microdata
- Organization in JSON-LD

#bing #jsonld #recipes #structureddata #richsnippets #schemaorg #schema


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Microsoft announces the Bing Entity Search API

On July 12th Microsoft announced the availability in of the Bing Entity Search API, now in free preview for users in the United States.

Bing Entity Search API (Preview) helps you enrich your app with the knowledge of the web. It lets you access the ever-growing Bing knowledge graph which consists of billions of real world entities like people, places, things and local businesses. When your app users need supplemental information on the content in your app, having to leave your app to run a separate query is not optimal. You can use Bing knowledge graph to bring search within your experience.

Announcement in Bing Blogs
Bring rich knowledge of people, places, things and local businesses to your apps

Reference pages
Bing Entity Search API

Still digging into this, but I think the TL;DR here is that this an product that's analogous to the Google Knowledge Graph Search API (

By the way, this joins a number of other Bing knowledge-graph related products. I don't know the relationship of the new API to these (or whether, in fact, some of these are essentially deprecated), but here are some pointers.

Bing Knowledge Graph API
"Enhance any app by leveraging Bing’s world-class Knowledge Graph API to identify the things (entities) your users search for, and augment those entities with rich information and relationships from the Bing Knowledge Graph." Seemingly the same sort of functionality as the Entity Serach API, but quite different technically.

Bing for Partners - Knowledge and Action Graph
"No matter what kind of app you’re building, the Knowledge and Action Graph will help you find and use info that keeps users engaged."
Originally announced in 2015 (

Bing Knowledge Graph API Explorer
Not sure the relationship of this product is to the newly-announced API.

#bing #knowledgegraphs #apis #entities


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Videos and recipe information now accessible via image search

As per the left panel in the call-out image, Google today changed its documentation for videos ( with the addition of the following sentence:

Your video rich results can also display in image search on mobile devices, providing users with useful information about your video.

As per the the test results I've provided in the same panel I can verify this is the case: clicking on an image result for which there is an associated video returns a card where video details and a "Watch" button are provided. On Android, clicking the "Watch" button launches the video in the YouTube app.

I've not yet seen a non-YouTube result, but the prerequisite for this functionality is seemingly only the correct structured data markup (which YouTube videos posses), so there appears to be no reason why non-YouTube videos aren't eligible for this rich image search result.

+Barry Schwartz you reported a test of this sort of functionality in January ( but I don't know if the test reappeared, or if this functionality was ever officially rolled out and announced (I think not).

As per the right portion of the call-out image, the recipe documentation ( now features a similar addition:

Rich results can also appear in image search on mobile devices, providing users with useful information about your recipe.

I had thought this was a long-standing feature, but - as I can't find any references to recipe rich results in image search - perhaps this is new as well (perhaps I was thinking of products -

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Reviews of employers to be added in 3.3

As described by +Vicki Tardif Holland this will entail the addition of:

EmployerReview (
A review of an Organization regarding its role as an employer, written by a current or former employee of that organization.

This Review or Rating is relevant to this part or feature of the itemReviewed.

An aggregate rating of an Organization related to its role as an employer.

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You lost me by the end of the first sentence, Chuck

In case you're wondering this article (, seemingly first published July 10th, 2017, does not mention JSON-LD (though the article itself is annotated with JSON-LD).

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RIP Rich Cards, 17 May 2016-5 July 2017

In a recent change, pictured below, to the Google Developers page "Mark Up Your Content Items" ( Google has abandoned the label "rich cards" that they introduced in May 2017 (

Instead, they are now referring to the family of results to which "rich cards" were originally said to belong - "rich results".

And on the subject of rich results, the "Introduction to Structured Data" ( page has also been modified to include this newly-added paragraph:

Using structured data enables a feature to be present, but does not guarantee that it will be present. The Google algorithm tailors search results to create what it thinks is the best search experience for a user, depending on many variables, including search history, location, and device type. In some cases it may determine that one feature is more appropriate than another, or even that a plain blue link is best.
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