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Denver Prophit Jr.

Structured data markup  - 
+Aaron Bradley, related to what I asked a minute ago about product -> category -> text value, I'm also wondering what benefits are derived from describing weight, width, height of a product and what may be some examples of where and why it is used.

Obviously, someone had to have a use for that additional information? Or, it is forward thinking?
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Barbara Starr

Discussion  - 
Shop by intent? No - Now you shop by purpose on Google

I was intrigued as to how intent was determined in google in general, but purpose seems like it is easier to determine?

 In a session, over a series of queries/time, via specific user stated purpose, all of the aformentioned and then some?

Very intriguing notion all in all.  Curious as to how "intent" and "purpose" are differentiated.  Purpose is clearly more specific, and presumable connotes a more "immediate" intent to purchase for that specific purpose.

#intentgraph   #interestgraph   #purposegraph   #personalization   #ecommerce   #googleshopping  
Denver Prophit Jr.'s profile photoFabrizio Ballarini's profile photo
I will be talking to +David Kutcher & +David Amerland about this on May 27th. Event:
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Chris Watson  - 
I am a bit confused still. Did I use "mainEntity" correctly on this page, or should I have used "mainEntityOfPage" since the song has an id of a page for its listing at ? I have dozens of pages that badly need to have their main entity clarified. This one though is perhaps my best original song yet with singalong "meow meow" parts.
Jarno van Driel's profile photo
I just checked and can inform you you used it correctly +Chris Watson.

The way you used @itemid simply says: The mainEntity on this WebPage (MusicComposition) makes a statement about another entity (

So kudos for implementing it correctly, and too bad the SDTT (and Google) haven't updated their support for v2.0 yet (just needs some time).
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Aaron Bradley

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 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
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+Dennis Seymour By all means share your link - looking forward to seeing what you have brewing. :)
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Bonnie Boden  - 
How do I mark up URLs in a directory site that also includes links to other sites (using microdata)?

I'm working on a site that is essentially a directory of schools. 

Each school has a profile page on the site.

Once you're on the school's profile page on the site, the URL listed in/linked to from the details for the school is the URL for the school's own website. 

However, anywhere else on the site, the listed URL for the school takes you to the school's profile page (on the directory site).

For example, there are pages on the directory site where multiple schools are listed (like on the page listing the primary contact for each school, so it's really a list of all the schools) -- as noted above, on those types of pages, the listed URL is going to be taking you to the school's profile page on the directory site (not to the school's own website).

I'm unclear regarding what property to use related to this in the 2 instances: 
1) To indicate the profile page on the directory site for the school when you're not on the school's profile page
2) To indicate the school's own website URL when you're on the school's profile page on the directory site

Would I use:
- itemprop="url" for #1 and itemprop="sameAs" for #2? 
- itemprop="url" for both (since they're on different pages)?
- something else entirely?

Thank you for any direction you're able to provide. (I've looked through posts throughout this community but didn't find anything that seemed to answer this question. Apologies if it's already been answered and I missed it -- please direct me to past posts as needed.)
Jarno van Driel's profile photoBonnie Boden's profile photo
Got it. Thanks again for the input.
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Aaron Bradley
owner  - 
"mainEntityOfPage – a solution for a real life problem"

So explains +Jarno van Driel in this deep-dive into'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.
Tom Chambers's profile photogeorge oloo's profile photoZara Altair's profile photoEren Mckay's profile photo
+Jarno van Driel  correct, my fail. but its interesting: there are four levels of thematic importance's description in mainEntity, about, mentions, keywords... is it not a bit...overdetailed?
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Aaron Bradley
owner  - 

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

As per the release listing:
... 2.0 packs a punch, but here are some of the highlights (IMO).

* As per this post's headline, 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 namespace (e.g. and external extensions specific to a developer's application (e.g.

* 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's ambition since its initial release.


"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."


" 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:

#schemaorg 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.
Niscoveanu Florin's profile photoHasan Deniz's profile photoStefan Weiss's profile photoMargaret Warren's profile photo
really excited to play with and wonder if / how Google will use it in KG
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Leeza Rodriguez

Google Knowledge Graph and Knowledge Vault  - 
If you want a mile high view of how our markup is being processed, this post is for you. AFAICT, all roads point to machine learning and neural networks

In this amazing 10 part podcast, 'Talking Machines',  machine learning experts discuss machine learning history/future and particular topics such as the Knowledge Vault, predictive modeling,  and Google's recent progression into neural networks.  

 Some episodes get a bit gory with the algo/statistical nomenclature, but nearly all are sprinkled with amusing factoids (like  FB's Zukerberg creating a stir when he dropped  into the NIPS conference in ~2013, and how machine learning/neural network graduates could NOT find jobs in 2008!? ) .
To zoom in to the Googler's POV, here is a cheat sheet:

Episode 1- Hello World,  Kevin Murphy
Episode 2- Machine Learning and Magical Thinking , Ilya Sutskever
Episode 3- Common Sense Problems, Kevin Murphy (KV discussion)
Episode 5- History of Machine Learning , Geoffrey Hinton 
Episode 6- Future of Machine Learning,  Geoffrey Hinton  (neural networks)

p.s. Kevin Murphy was an author of two publications widely discussed here in this forum: Knowledge Vault paper and the Knowledge Based Trust paper. 

#knowledgegraph   #knowledgevault   #machinelearning   #AI  
J.M. Auron's profile photoWesley Deglise's profile photoSEO's profile photoRamesh Nethi's profile photo
Finally some interesting audio streams (works great when commuting). Thanks for sharing.
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Barbara Starr

Rich and structured snippets  - 
An extremely impressive "structured data search result here".

The trigger term "menu" seems to initiate such a result!!

Curious if others are seeing some rich & structured SERP displays here?

This is the original query I entered: "Studio Savvy menu"

Studio Savvy is a local business and a hair salon with a menu of services, etc.

As a heads up, I posted this in the "rich and structured snippets" category, but it is possible a "structured SERP" section or something (Structured answers)  may be more accurate ... ???

#structuredresult   #answerengine   #google   #localmenu   #semanticsearch #enhanceddisplay  
Gyi Tsakalakis's profile photoAlex Rodrigues's profile photoKPI Marketing's profile photoSachin Aggarwal's profile photo
Thanks for pings y'all.  I think the sources cited by +Bill Slawski and +Brad Brewer are the likeliest sources of these data.  The appointment booking mechanism really seems restricted to that part of the integration.
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Aaron Bradley
owner  - 
Extending  core criteria

On the public-vocabs mailing list Google's +Ramanathan Guha has posted his initial thoughts concerning what criteria should be used to determine "when something should go into an
extension versus when something should go into the core."

For something to be in the core, the following conditions must be satisfied:

1. There must be at least a 1000 sites that will use it. Preferably 10,000+
2. It must have at least 10m weekly users. Preferably 100m
3. The vocabulary must be relatively compact. Less than 20 terms.

On a related note, usage statistics appear to be coming with 1.94 (sdo-gozer), as we find this sort of annotation on gozer now:
Usage: Over 1,000,000 domains

(It'd be interesting to know from what data source this figure derives.)

It's currently proposed that there will be two types of extension:
- A reviewed extension (e.g.
- An external extension (e.g.

You can see Guha's full proposal from February here (I don't believe there's a Github issue or other permalink for this yet):

Proposal for extension mechanism

#schemaorg   #extensions   #vocabularies
From : Guha Date : Tue, 5 May 2015 18:59:19 -0700. Message-ID : To : W3C Vocabularies . There has been a request to clarify when something should go into an extension versus when ...
Michael Andrews's profile photoAaron Bradley's profile photoAndrea Pernici's profile photo
Thanks +Michael Andrews - I always find our discussions enjoyable and (ha) profitable.

Curiously enough, I had just finished citing Roland Barthes in a comment on another thread when you mentioned "semiotics" here. :)
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About this community

A community for the discussion of topics at the intersection of search engine marketing and semantic web technologies This includes - but is not limited to - and means of marking up HTML with structured data, such as microdata, RDFa and JSON-LD. While "search marketing" is part of this community's name, discussions about digital marketing and the semantic web outside of the context of SEO and PPC are also welcome and encouraged. New to this Community? Select "Introductions" as the post type and tell us something about yourself! Want to share code examples? We like (but use what you like). Share the word! Short link for this Community: #schema #schemaorg #rdfa #microdata #knowledgegraph #jsonld

Denver Prophit Jr.

Structured data markup  - 
I had added a product category into its schema product and got an error. says that a text value is acceptable for a product. +Jarno van Driel or +Aaron Bradley?
Denver Prophit Jr.'s profile photo
2 comments doesn't have it. Last updated August 22, 2014.
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Aaron Bradley
owner  - 
"The time start using app linking and 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."
"... 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.
Amit Sheth's profile photoBo Ferri's profile photo
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Jarno van Driel

Structured data markup  - 
Keep the Data and Presentation layer separate

A conclusion +Richard Baxter​ makes in his latest slidedeck, and something I know many here, including yours truly, completely agree with. And if's sponsors would hurry up a bit more in supporting JSON-LD, for those things they still only support via microdata, we could actually start making its promise a reality.

Even though many of us won't discover anything new by reading this slide deck, especially since his latest blog post was about pretty much about the same topic, I'm happy to see yet another marketer convinced about JSON-LD's merits and spreading the word. 

Too bad though he doesn't hang out a bit more in our little corner of the web.
JSON-LD Solves a great deal of problems associated with structured data for search engines. Stop spoiling your markup and use JSON-LD. Based on the blog post at Builtvisible:
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Bonnie Boden

Structured data markup  - 
I saw a post from about a year ago by Jarno van Driel (it's not letting me tag him here) saying "you can edit the TinyMCE configuration file so that it accepts any attributes you want. Then you can add microdata + to the content as well." I could use a little direction related to this.

I'm running into 2 problems with TinyMCE (in WordPress):
1.  It's adding ="" for the itemscope (instead of leaving it itemscope all by itself, it's making it: itemscope="" )
2. It's stripping out itemprop="email" from the email <a href> tags

I've updated extended_valid_elements to allow for the other elements that it was stripping out, but I'm not sure how to update for these 2 issues.

Thanks for the guidance.
Jarno van Driel's profile photoBonnie Boden's profile photo
Right -- that's why it was odd to me that that didn't work! When I had the "*" in there instead, it was stripping out the itemprop content. Thanks again.
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Bonnie Boden

Introductions  - 
Hi all! I'm a web developer and trainer (helping people get things done online). I've just started using structured data markup on sites. In addition to the documentation I've found that gives the basics, I've been looking for experts who might be able to provide some guidance on best practices. I look forward to learning from and sharing with all of you!
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Thanks +Jarno van Driel!
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Richard Wallis  - 2.0 hits the streets.

Introducing some automotive vocabulary  --  laying the foundation mechanism to enable other groups to extend (watch this space for a Bib extension) 

Also more open processes for managing the vocabulary via a W3C Community Group: 2.0 We are pleased to announce the public release of 2.0 which brings several significant changes and additions, not just to the vocabulary, but also to how we grow and manage it, from both technical...
Patrick Coombe's profile photoOleg Baskov's profile photoMats Nilson's profile photoXiaogang Ma's profile photo
yes, thank you :)
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Aaron Bradley

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 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:

#semanticseo   #schemaorg   #smartdata   #conferences   #semanticweb  
A Website’s Structured Data Success Story
Michiel Van Kets's profile photoVincent Velema's profile photoMilen Galabov's profile photoGarland Durham's profile photo
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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Bill Bean  - 
Looking for a good example of this in the wild:

Anyone seen or have one you're proud of? 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.
Aaron Bradley's profile photo
I can't imagine having asked for an example in the wild, specifically, that you're not familiar with the Developers page that uses this Class ... but it costs me nothing to paste this URL. :)

Using I was able to find some EitW too:

Re the last site thanks for your post Bill, as I now know the answer to the question "does that band from the 80s 'Journey' still perform?" :)
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Forthcoming book might be of interest to this community: Mastering Structured Data On The Semantic Web - due in late July.
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Looks interesting - thanks for sharing Michael.
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Aaron Bradley

Discussion  - 
"... well beyond just matching keywords"

The call-out image is from a post on +Moz where +Pete Meyers has this to say:

"One interesting connection is that Google has begun bolding keywords that seem like answers to the query (and not just synonyms for the query). Below is an example from a search for "mono symptoms". There's an answer box for this query, but the snippet below is not from the site in the answer box...."

"Notice the bolded words – "fatigue", "sore throat", "fever", "headache", "rash". These aren't synonyms for the search phrase; these are actual symptoms of mono. This data isn't coming from the meta description, but from a bulleted list on the target page. Again, it appears that Google is trying to use the snippet to answer a question, and has gone well beyond just matching keywords."

I Can't Drive 155: Meta Descriptions in 2015

#semanticsearch   #google   #entities  
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