Good morning everybody and welcome to this special seminar on Supercharging your Video SEO with Schema in the Thesis 2 theme. What we’re really going to be talking about today is video schema, how it works, how you can implement it and the tools that I’ve created for Thesis users to implement video schema on their own sites.
Thesis Publishing Systems (Genesis to Follow)
If you are not a Thesis user but instead a Genesis user, you’re not going to have to wait very long for this to be available to you as well. I have created two publishing systems for Thesis, that’s the video publishing system and the testimonial publishing system. And I’ll be placing the final touches on Genesis versions of those as well so you can watch for those to be released soon.
Why is Schema Important?
Before we really start taking a look at what we can do here with video Schema, I’d like to review what Schema is and why it’s useful and necessary. So, Schema is a method of helping search engines understand what the content of a web page is about.
Let’s take a look at this older site right here that I used for demonstrating the creation of a small business website using Thesis 1.8.5. This is an HTML4 site and does not include any schema in it. When you view the page source on this, you’ve got a whole bunch of code and HTML and stuff like that on here.
Google then has to interpret the code that’s on here to determine what part of it is a menu, what part of it is a sidebar, what part of it is the main content, what kind of content it is and so on. As you may well imagine, this can be a relatively difficult thing to accomplish when you look at the kind of code that is placed on an HTML page.
Schema Identifies Types of Content for Search Engines
Schema was developed so that website owners’ creators could identify those parts of all of this code that were actually the main parts or the usual parts of the parts that should be indexed so that all the extraneous stuff associated with the web page that is still necessary doesn’t affect what Google thinks these pages is about.
So if we come over here and take a look at the same site in Thesis 2.1 and view the page source, you can see it still has all of that same kind of code. But since Thesis 2.1 implements schema, when we scroll down here a bit we come down to the things like this: itemscope and an itemtype and it’s a schema.org/Article.
This code is telling you that everything up above here is necessary for the rendering of the page but it’s really not what the content is about. The content doesn’t really start on this page until you get down here where you find the itemtype of schema.org/Article and then the itemscope which defines the out of parameters of this article.
So you’ve got itemscope here and when you find this closing div that’s going to be the end of the article, the article starts here and ends down there.
Next off, it comes over to the headline and now it doesn’t have to determine based on the tag what the name of the post is about because now, Schema says here’s the item property, it’s the name of the article.
Then you can come down to the next thing and here is the post content and this part of the post content is the body of the article. So this code tells Google what the parts of the article are or what the parts of the content are that should be indexed and what it is as a whole, that is, it’s an article and then what each of its parts are.
If you watched my seminar on the testimonials then you’ll see that here’s an example of a testimonial. This is now outside of the main part of the article and now we’re coming down to another section but this is a review or a testimonial. We’ve got the itemscope of our review and then we go from here down to here and that is the full extent of the review.
Then here’s the name of that review, here is the item that is being reviewed, here is the description of the review, here is the author of the review and here’s the company address of the review.
We have all these various things that are being identified because of schema and that’s what schema does. It doesn’t change the way the web page looks, it doesn’t add any information to the web page for the reader but it does add information to the web page for the search engines so that they can determine what the content is and what that content is about.
Schema Included in Thesis 2.1
If you’re a Thesis 2.1 user you probably know that Thesis implements schema and that in the implementation of schema, Thesis by definition includes Article, CreativeWork, Recipe and Review.
Specialty Schema Needed for Videos
However, videos are of special kind of content and there’s a whole set of markup associated with videos. Video has its own special set of schema and in fact, Google is looking for special things associated with that video.
Now, if there’s any question in your mind about whether or not schema is important for SEO and whether or not schema for video is important for SEO, I suggest you come over and look at this Video Publishing System page and look at the two videos that are here.
We have the video from Matt Cutts on why schema is important. Matt Cutts is the search engine guru guy at Google and then you have their Webmaster Tools Tutorial on why it is important. If you watch either of those videos you’re going to get a good handle on why this is something that can really help you if you publish video.
Anyway, there is plenty of Schema that is just not available in Thesis or in Genesis out of the box that is very useful to you if you publish video and so that’s what we’re going to talk about here today.