THE TRUTH ABOUT METADATA AND SCHEMAS

Transcription

1 THE TRUTH ABOUT METADATA AND SCHEMAS Jeff

2 WHAT ARE YOU TALKING ABOUT?

3 THE HISTORY OF HTML

4 WHO IS THIS GUY?

5 TIM BERNERS-LEE The Father of the Internet

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8 H T M L

9 Hyper Text Markup Language

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11 S M L

12 Standard Markup Language

13 Semantic Markup Language

14 SEMANTICS The study of meaning. It focuses on the relation between signifiers, such as words, phrases, signs, and symbols, and what they stand for, their denotation.

15 W3C In 1994, Berners-Lee founded the World Wide Web Consortium at MIT in order to create standards for the web to ensure that different websites would all work the same way.

16 TABLE BASED LAYOUTS

17 THE TRANSPARENT GIF

18 THE TRANSPARENT GIF

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21 MACROMEDIA FLASH

22 OLD AND BUSTED Table-based Layouts

23 NEW HOTNESS Modern Web Standards

24 HTML5 Even Newer Hotness?

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26 WHATWG WHAT? Web Hypertext Applications Technology Working Group Formed in 2004

27 WHO CONTROLS THE HTML SPEC?

28 The reality is that the browser vendors have the ultimate veto on everything in the spec, since if they don t implement it, the spec is nothing but a work of fiction. So they have a lot of influence I don t want to be writing fiction, I want to be writing a spec that documents the actual behavior of browsers. Whether that s too much, I don t know. Does gravity have too much influence on objects on earth? It s just the way it is. -Ian Hixie Hickson Editor of the HTML5 specification

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30 IAN HIXIE HICKSON Editor of the HTML5 specification

31 As I write this, both the WHATWG and W3C versions of the HTML5 spec (the differences between the two are minor) are edited by one person: Ian Hickson. HTML is now essentially in the hands of one man. The W3C s working groups tried building consensus, and got absolutely nowhere with HTML. It was closed, but democratic. The WHATWG, on the other hand, has an open process, but with an editor-hasthe-final-say approach. And that editor is Ian Hixie Hickson.

32 <header> <nav> <article> <section> <aside> <footer>

33 <header> <nav> <article> <section> <aside> <footer>

34 <div class="header"> <header> <div class="nav"> <nav> <div class="article"> <article> <div class="section"> <section> <div class="aside"> <aside> <div class="footer"> <footer>

35 BLACK HAT SEO You know nothing about the power of a black hat

36 THE INCONVENIENT TRUTH ABOUT SEO Smashing Magazine:

37 HOW TO DO SEO THE SIMPLE VERSION

38 HOW TO DO SEO THE SIMPLE VERSION 1. Write good content.

39 HOW TO DO SEO THE SIMPLE VERSION 1. Write good content. 2. Add good metadata.

40 METADATA

41 METADATA 1. Unique Page Title

42 METADATA 1. Unique Page Title 2. Unique Meta Description

43 METADATA 1. Unique Page Title 2. Unique Meta Description 3. Descriptive, keyword-rich Heading Tags

44 METADATA 1. Unique Page Title 2. Unique Meta Description 3. Descriptive, keyword-rich Heading Tags 4. Don t bother with Meta Keywords

45 METADATA 1. Unique Page Title 2. Unique Meta Description 3. Descriptive, keyword-rich Heading Tags 4. Don t bother with Meta Keywords 5. Friendly URL s

46 METADATA 1. Unique Page Title 2. Unique Meta Description 3. Descriptive, keyword-rich Heading Tags 4. Don t bother with Meta Keywords 5. Friendly URL s 6. Schemas (when appropriate)

47 MICROFORMATS Basic HTML markup to denote events, blog posts, reviews, address book entries, and more.

48 HCALENDAR

49 SCHEMAS HTML tags, that webmasters can use to markup their pages in ways recognized by major search providers.

50 SCHEMA.ORG Joint effort by engineers from Google, Microsoft and Yahoo! to standardize the microdata infrastructure and vocabularies for HTML.

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52 HCALENDAR

53 EVENT

54 GOOGLE STRUCTURED DATA TOOL

55 GOOGLE KNOWLEDGE GRAPH knowledge.html

56 QUESTIONS? Jeff

57 THE TRUTH ABOUT METADATA AND SCHEMAS A lesson on the future of semantic information Jeff Whitfield