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Mastering Structured Data

May 21, 2024 - 0  min reading time - by Danielle Escaro
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Mastering Structured Data

A comprehensive look at implementing and maximizing structured data for SEO

Structured data has been the focus of many debates over the years. Its popularity has certainly ebbed and flowed, but after speaking to 17 SEO experts, we’ve come to the conclusion that it’s still an important part of any SEO strategy.

Whether you’re an SEO professional, web developer, or digital marketer, this comprehensive guide will equip you with the knowledge and tools you need to leverage structured data effectively.

In this e-book, we look at:

  • What structured data actually is and how it has become synonymous with schema
  • Why it’s so important for SEO
  • A detailed look at Schema.org and adding structured data to your site
  • Practical use cases for advanced implementation of structured data

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    They contributed to this e-book

    Winston Burton

    Winston Burton is a highly accomplished and seasoned professional in the field of SEO and digital marketing, boasting an impressive track record spanning over 18 years. With a wealth of experience optimizing the online presence of global industry leaders, Winston has consistently delivered outstanding results for some of the world’s most renowned brands. Currently serving as the Senior Vice President of SEO at Acronym, a premier performance marketing agency, Winston holds a pivotal role in driving strategic initiatives and spearheading innovative SEO strategies. Prior to his tenure at Acronym, Winston excelled as the Vice President of SEO at Havas Media, where he played a pivotal role in establishing and cultivating their SEO practice, leaving a lasting impact.

    Ilana Davis

    Ilana Davis is a Shopify Superhero and the owner of two Shopify apps; JSON-LD for SEO, an app that gets Shopify stores more organic traffic through rich results, and Linking Llama, an app that links complementary, comparable, or related products to improve your SEO and UX.

    Emilia Gjorgjevska

    Emilia is a progressive digital native business engineer dedicated to understanding user intents, continuous education, and self-improvement. She enjoys building stuff and using data to understand people’s needs and therefore specialized in martech data-driven software & process development, technical writing, and data analysis. Her previous work focused on scaling processes and communities, implementing scalable data analytics, and optimizing strategies, particularly emphasizing the intersection of customer needs, digital transformation, engineering and stakeholder management. Emilia's interdisciplinary background enables her to work comfortably in cross-functional teams and setups: onsite, remotely, and agile.

    Valentina Izzo

    Valentina Izzo is a dynamic force within the WordLift marketing team. With a focus on engaging storytelling and a heart for people-centered communication, Valentina creates compelling narratives that not only promote WordLift's innovative products, but also resonate deeply with audiences. Her approach to content strategy is fresh and effective, making her a valuable member to the WordLift family.

    Begum Kaya

    An enthusiastic SEO Manager at Uprise Up, Begüm spends her days helping charities develop genuinely effective strategies with minimal fuss. Formerly an international SEO consultant, she specializes both in technical SEO and content strategy, and has spoken at a number of industry conferences, including Brighton SEO. Begüm also moderates the Opinionated SEO Opinions web series, a collaborative venture with Gray Dot Co, where she shares insights and experiences and gets to talk to brilliant hosts and guests who are enriching the industry. It was the active and welcoming sense of community that first attracted her to SEO, so it’s her personal mission to both learn from and contribute to that community. She loves working in teams (although not on Teams - nobody loves that).

    Dave Ojeda

    Dave Ojeda is a structured data and SEO specialist working with clients for over 15 years. He has worked with clients to help them understand the semantic web and through the use of schema markup facilitate the creation of entities and their relationships on their websites.

    Jess Peck

    Jess Peck is an MLOps Engineer at LSG, where she also dabbles in technical SEO. Find her on X(Twitter).

    Nicolas Piquero

    Nicolas is an SEO consultant and a corporate trainer. He specializes in semantics and topical strategies. Topic analysis, semantic relationships, ontologies, entity interconnection, RDF triples, internal knowledge graph building, structured data markup, internal PageRank flow optimization, and topical mesh creation, are terms and techniques that shape his daily work. He's been collaborating with brands and companies from various industries on the international market, helping them improve their organic visibility through tailored semantic strategies. He's the UK ambassador of Babbar.tech & Yourtext.guru semantic toolset.

    Barry Rolapp

    Senior SEO Strategist Barry Rolapp has over 12 years of SEO experience, with expertise in technical SEO and structured data. He’s adept at addressing complex issues and designing custom, solution-based programs. Barry has worked in-house and in agencies and adeptly balances SEO and business needs. Aligning fully with client teams, he ensures all stakeholders have the information needed to make the best decisions for their business.

    Hugo Scott

    Hugo is an SEO consultant specializing in technical SEO. With 15 years’ experience of SEO, coding and site development, he offers a range of services in the domain of both technical and semantic SEO that will make a real difference to your site.

    Kelly Sheppard

    Kelly Sheppard is a search engine optimization professional and a Senior Technical SEO Lead at Sleeping Giant Media. She has a Digital Marketing degree, a HND in Computing and over 15 years experience in the SEO industry. She has worked with a diverse range of clients from local startup businesses to global corporations, gaining a deep understanding of the intricacies of search engine optimization along the way. Kelly’s expertise lies in creating comprehensive digital marketing strategies that drive traffic, generate leads, and increase brand visibility. Kelly is a thought leader in the SEO industry, and has a real passion for structured data and entity-based search engine optimization and enjoys sharing her knowledge and expertise with others.

    Alireza Shiravand

    Alireza has more than seven years of experience in Front-End development (VueJs, NuxtJs), SEO execution and management. For the past two years, his main concentration was automating SEO tasks like technical audits, competitor analysis, crawling, data extraction, website architecture, off-page analysis, NLP analysis and entity recognition analysis. He was also focused on reporting with Python. Currently, he works on financial (mostly cryptocurrency and payment management websites) for increasing EAT and conversion rate scores.

    Roxana Stingu

    Roxana Stingu is the Head of Search and SEO at Alamy, channeling her fervent passion for SEO into technical and image optimization strategies for large-scale enterprise websites. She is dedicated to elevating the search functionalities and user experiences of Alamy's comprehensive internal search engine, home to an impressive collection of over 350 million assets. When not automating repetitive tasks and advocating for 'constructive laziness' as a philosophy, she is committed to sharing her expertise and insights with others. She accomplishes this through presenting at conferences such as BrightonSEO and WTSFest, contributing to various publications, and judging numerous awards across the industry.

    Lazarina Stoy

    Lazarina Stoy is an Organic Search and ML Consultant, and Founder of MLforSEO - a training platform for search marketers to learn machine learning. Lazarina has worked with countless teams in B2B, SaaS, and big tech to improve their organic positioning, and has also trained dozens of teams and professionals in harnessing the power of machine learning for task automation. Lazarina is also an international speaker, educator, and mentor, helping fellow marketers to kick off their data science journey.

    Iky Tai

    Iky is a professional SEO with a background in brand management and FMCG. She has had the opportunity to work with international brands such as Nestle, Merci, Werther’s, and Toffifee. She currently works an SEO specialist at J.P. Morgan (Global Shares) based in Dublin, Ireland. Working in SEO since 2018, she has worked both in-house and at digital agencies in the fields of e-commerce, SAAS, finance and other professional services.

    Sam Torres

    Sam Torres is far from your average tech SEO… or developer… or data architect. Her varied and deep skill set lets her blur the lines between disciplines and see new ways of solving problems. She applies that unique perspective as Chief Digital Officer of Gray Dot Co, building solutions that push search marketing forward and help brands measure outcomes more meaningfully. Humble, humorous, and refreshingly honest, she also brings the heat as a speaker!

    Jarno van Driel

    Jarno van Driel is an international structured data and semantic SEO consultant. He started his career in 1998 and continuously embraced new and challenging roles to become a well-rounded digital professional. Jarno became fascinated with the ‘semantic web’ when he discovered something called ‘semantic metadata’ (2008). He recognized early on that structured data markup takes the expression of structure and meaning to a whole other level. As an early adopter of Linked Open Data, his work was mentioned in several W3C discussion groups, which would lead him to start publicly participating in Schema.org (2013). Through this, Jarno met and learned from many of the pioneers who are at the forefront of the semantic technologies being used today.

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