• Scott Davis

    I think you meant schema markup. Semantic is a language term more suited for Hummingbird.

  • http://www.gartner.com Mike Corso

    David,

    Great advice. One question about authorship: if we have connected our website (gartner.com) to our corporate google+ page (https://plus.google.com/+gartner), do we still need to add the rel=publisher (or author?) markup to each page?

    Thanks,

    Mike

  • http://jeyjoo.com/it/ Mike Fitzpatrick

    What absolutely amazes me about Schema.org is that only around 0.3% of websites are using it. That’s just 3 sites in 1000.
    Given the obvious advantages in SERPs and potential uplift in click through rate, I find this just staggering.

  • http://www.hasan-online.com/ Jinnat Ul Hasan

    I would suggest to have “rel=publisher” in all posts and pages and “rel=author” only in posts.

  • David Waterman

    I agree. Authorship is more appropriate for posts and more editorial type content.

  • http://www.seoskeptic.com/ Aaron Bradley

    David’s use of “semantic markup” is correct, as his examples include markup that employs the Open Graph protocol, data-vocabulary.org, schema.org and rel=”author”. These are all flavors of structured data markup that may rightfully labelled “semantic.”

    It is actually the phrase “schema markup” that is problematic, along with most uses of “schema” (or “Schema”) where it is used to more-or-less mean “schema.org.” “Schema” (or “schema markup”) and “schema.org” are NOT synonymous. The schema.org vocabulary is a collection of schemas. That vocabulary just happens to be called schema.org, but it is not the only “schema” out there. data-vocabulary.org, for example, is another collection of schemas.

  • Michael Cottam

    This is well put together, David….although I’d direct people to video sitemaps
    instead of video schema markup to get your videos to rank and show the
    thumbnail. Entertainingly, Google appears to ignore the thumbnail in
    video sitemaps, and instead will form a thumbnail from an image tagged
    with og:image on the page, overlaying it with the duration (pulled from
    the video sitemap)! I wonder if this happens with video schema markup
    too?

  • David Waterman

    I absolutely agree that video sitemaps are a crucial part of improving visibility of video content in the SERPs.It doesn’t hurt to do both!

  • Scott Davis

    se·man·tics
    səˈmantiks/
    noun
    noun: semantics; noun: logical semantics; noun: lexical semantics
    the
    branch of linguistics and logic concerned with meaning. There are a
    number of branches and subbranches of semantics, including formal semantics, which studies the logical aspects of meaning, such as sense, reference, implication, and logical form, lexical semantics, which studies word meanings and word relations, and conceptual semantics, which studies the cognitive structure of meaning.

    Google and the dictionary beg to differ. Words do have defined meanings.

  • http://www.seoskeptic.com/ Aaron Bradley

    Yes Scott, that’s the definition of “semantics.” The root of which is one word in the commonly-used and readily understandable phrase “semantic markup,” which has its genesis more in the even more commonly-used phrase “semantic web.”

  • paulaspeak

    Bing’s Duane Forrester recently confirmed that structured data IS a ranking factor in Bing (see http://searchengineland.com/bing-adding-markup-schedule-worth-search-engines-191443). It is not unlikely that Google also prefers sites that can be featured with rich snippets in the SERP.