Sometimes I like to take a step back and think about what technical SEO is about.
What are the core tasks?
Taking page content and ensuring it is “marked-up”. In a way which keeps both the browsers and the search engine’s happy.
Traditionally, this has meant tweaking title tags, headings and other attributes. More recently things like href-lang or Rel-canonical have been top of that list.
There’s lots of opportunities for structured mark-up which are getting ignored. Things which I think it’s worth including in a site spec. Or part of a well rounded search strategy.
All those I’m discussing fall under the banner of Schema.org. The best place to understand the structured data that the search engines like.
I’ll be upfront. These schema aren’t having an immediate effect. Either on rankings or how a website appears in the SERPs. They are the type of things I would expect to the near future.
These aren’t mission critical. But preparing yourself for the future is one of the important. It’s one of the best ways to spend your time. Especially on mature SEO Campaigns
What is Schema.org
Schema.org a collection of schemas. It allows webmasters can use to HTML markup in ways recognized by search providers. It can also allow for structured data interoperability (e.g. in JSON). Search engines including Bing, Google, Yahoo! and Yandex rely on this mark-up. They use it to improve the display of search results. Making it easier for people to find the right Web pages.
Implementation of Schema.org videoObject
Schema.org videoObject is a third form of video mark-up. MediaRSS and Video XML Sitemaps better known, but it is still important. Like those approaches is allows better mark-up of video content. This helps search engines better understand video content.
You should use the attributes in the specification when you upload or embed a video.
Address output in Schema.org format
Whenever an address or location is on your website it should be “marked-up” using Schema.org properties for Place.
Your CMS should allow you to edit these properties when including a location or address within your website or when geo-locating a page or article.
Implementation of SameAs Schema
We all know that the search engines are looking to understand entities better.
I.e. what are we searching for rather than what words are we using to infer an entity.
The SameAs Schema is built on this principle. Here a URL acts as a reference that unambiguously indicates the item’s identity.
E.g. the URL of the item’s Wikipedia page, Freebase page, or official website.
This seems to be one of the most specific opportunities around Schema.org. I’ve not seen it discussed much in the SEO community. Helping Google understand you’re talking about the same entities would re-enforce your topical authority.
Implementation of CreativeWork Schema
Creative Work is schema used to describe a generic kind of creative work. Including books, movies, photographs, software programs, etc. Where Creative Words occur the site the CMS should match the properties of the schema with the fields in the CMS.
Implementation of AudioObject Schema
AudioObject is a schema used to describe a piece of audio. Like a song, podcast or radio report. When ever you embed these in your site it should pull the schema attributes. Ideally from fields within the CMS.
Implementation of ImageObject Schema
ImageObject is a schema used to describe images. Like photographs, illustrations, infographics and data visualisations.
Many websites have and unique image libraries. So this is a big opportunity to increase the reach and audience of your visual assets.
Implementation of Event Schema
An event happening at a certain time and location. Such as a concert, lecture, or festival.
Events may not be central to the every website. When you do host events the flexibility to mark-up events would always be desirable.
Implementation of Organisation Schema
An organization such as a school, NGO, corporation, club, etc. Where these occur the your site the CMS should match the properties of the schema with the fields already in the CMS.
Implementation of Person Schema
A schema used to describe a person (alive, dead, real or fictional).
Given the widespread roll out of Knowledge Graph. Particularly on the search results high-profile individuals. This would be a sensible addition to your Spec.
If I were currently spec-ing a site redesign or working on a mature SEO campaign, I’d be looking to explore these forms of structured mark-up. As they could have a big impact in short to medium term.