At SMX East: From Schema To Authorship To The Knowledge Graph

Schemas, authorship, the Knowledge Graph. If these markup options and ways that Google is pulling “direct answers” into its search results has your head spinning, we’ve got a solution for you: the Semantic SEO Track at our upcoming SMX East search marketing conference.

The “Schema & Authorship” panel we did at our SMX Advanced show earlier this year was such a big hit that we’ve expanded it into three separate sessions as well as adding a fourth to cover Google’s still relatively new Knowledge Graph.

The sessions all happen on the second day of the show, October 3, and are:

Schema 101: Why The New Meta Data Matters

Schema.org is a joint alliance between Google, Microsoft and others to provide a common foundation for microdata standards. In other words, provide trusted meta data that allow site owners to express important “facts” about their businesses that both inform searchers and build authority with search engines. This session looks at these microdata standards and how to use them to enhance the importance of your own online content.

Schema 201: Real World Markup For Success

You know semantic markup is important, but are you using it in the most effective way possible? This session features marketers that have explored and fine-tuned their approaches to microdata and other ways of expressing authority to search engines. Speakers will also offer case-study examples of how paying attention to detail has had a significantly positive impact on online visibility.

With all of the recent focus on “content is king,” many marketers overlook that there’s a much broader process involved in establishing and maintaining the all-important factor of “authority.” This comprehensive session considers the entire process of “claiming your identity,” starting with brainstorming sessions with SEO, social and content development teams, to content promotion tactics for gaining authority links. Both enterprise SEO teams as well as outside consultants will benefit from this session.

Direct Answers & The Knowledge Graph: Friend Or Foe?

We all want the best “results” from search engines, and increasingly we’re seeing “direct answers” based on “facts” search engines discover rather than the traditional ten blue links of results. For some, this is a boon, eliminating competition. For others, it’s a nightmare, sharply increasing SEO competition, often in unexpected (and to some, “unfair”) ways. How should marketers deal with the so called “knowledge graph” and the unprecedented changes it’s creating? Come to this session to hear some great forward-looking insights.

These are just some of the over 50 different sessions we have planned for SMX East. Check out the entire agenda. Early bird pricing for the show ends this week, so register soon to save the most.

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