Yoast SEO 11.0: Schema.org – Joost de Valk and Jono Alderson discuss

By | August 13, 2019

But it is going one step further
than we’ve ever gone before. And I think it’s the first step further than
anyone has ever gone before with this type of code and approach. We see a lot of people implementing this
in quite bitty ways, like you can have a plug-in
that gives you recipes or you might have a theme
that marks up your breadcrumbs, but nobody’s connecting it in this way. Alright guys, we’re here to talk
about the release of Yoast SEO 11.0. It’s going to be a big release particularly because we’re going to be doing
a lot about schema in this release. Can you talk about
what the benefit of schema is? Well, the benefit of schema
is a large thing to talk about. So in 11.0 I did a lot of work myself
with the rest of the team to implement a lot of schema based on a doc that Jono
had been working on. Schema is basically metadata for your site
in a way that machines can read it. And we have an entire course about that so I won’t get into all the details
of what it is and how it works, but Google uses it, Pinterest uses it,
more and more other platforms use it and with this release we’ve made the schema
that we already had in Yoast SEO a lot better. And the practical applications are… If you have recipes, or events,
or a local business or an album, or any number of things that your business
represents beyond just having a website suddenly Google, Pinterest, Facebook
can process those, can extract them and they can do things like show
rich results in search engines, built on understanding
the relationship between them. And the benefits are enormous. So we’ve already had some of this
in Yoast SEO and what we’ve added is that we have
added some types of schema and will add more overtime, but we have also turned them all
into one thing so you had these different blocks of code
on your page that represented small bits of info
on that page in the schema. Here is my breadcrumbs,
here’s my webpage, here’s my author of this article,
but they are all just bits. Yeah, and in this release
we have tied that altogether so you now have, okay this is the page,
this is the author of this page, this page is published by this organization
or this person. Has this address, has this image,
and you see it’s all cohesive. So we have tied that altogether, the people that we have spoken to at
search engines are really excited about this because it makes things
a lot easier for them and they will presumably because of that
be helpful in some way. But it is going one step further
than we’ve ever gone before. And I think it’s the first step further
than anyone has ever gone before with this type of code and approach. We see a lot of people implementing this
in quite bitty ways, like you can have a plug-in
that gives you recipes or you might have a theme
that marks up your breadcrumbs, but nobody’s connecting it in this way. And that’s I think why people from Google
and other areas are waiting in and starting to say, can we treat this a bit?
Can we build on this? So what happened literally was that Jono
was writing documentation for this and he opened it up in Twitter and then suddenly a Google engineer
started stepping in and started commenting on that document
and saying, this is an external document, but this is a good idea…
Shouldn’t we be doing this or that? And it really became
a bit of a community effort to make that thing better and then for me to code it was just like,
okay, so there’s a spec here. Let me code this entire spec. It cost me about two weeks of my life. I might not have seen my kids
as much as I should have, but other than that,
it was really like it’s all there. We have this full documentation now
what it should look like. And part of the thing we wanted to achieve,
which I think we’ve done, is that if you are, you know,
a butcher or a baker, or somebody like any local business, if you just run your site and you say,
I’m a butcher, this is my address, we take care of all of that in the background
automatically. You don’t have to worry about
all the markup and the structure. The system is smart enough
just to build all of that out, which is awesome. There are some schema plug-ins out there
that have a lot of fields for you to fill out, separate to your content. We tried to do away with that
and just make it as easy as possible. There’s going to be a lot more in that
for the rest of the year, but for now, really, what you get with 11.0
is a huge change. And the other thing worth mentioning is that it creates a foundation
that other people can build on. So there’s other plug-ins,
theme developers etc. can take the work we’ve done
and extended it. So rather than being hundreds of things
in this ecosystem, all output in bitty things, we can say, no, there is one solid graph,
one representation of your business, your products, your prices, your reviews
and it all just stitches together. So we’re expecting this to open up a cascade of new opportunities
and cool stuff. So that all sounds very cool and practical
and very technical. Which features can users play with
as of 11.0? What kind of things can it practically do? The scary bit here is that
with all the code that we’ve added we’ve only really changed
one tiny option in the admin. So you can choose whether your website
represents a company or a person, and if it represents a person you now have
to pick a user that your site represents. So like this is my personal site
and it’s my blog and my opinions and then suddenly all the schema stuff says,
okay the person who runs this site is the same person who wrote
that blog post that this site is about, that has these attributes,
Aad then Google can understand– And it’s the same as this person on Twitter, this person on Facebook,
this person on LinkedIn. So we can tie all that together. But other than that, they don’t have to do
anything other than update. Just click a button. Nice. Good luck. So this sounds like a bigger project
and just what you are releasing in 11.0– Well, schema is a huge project. Schema itself is an open source
open standard. So we are actively contributing to it
and looking at it and how can we make this better
and more is definitely coming. We’re talking to Google and Bing about how
this is being used and what we can do with it. And how did you get started on this path
towards better schema? What triggered this? What triggered this was us
building schema blocks for Yoast SEO, so the Gutenberg blocks that we’re building
to make things better. And then we needed a way to combine
the output from the schema blocks with the other schema that we had
on the page and then Jono was doing independent
research, basically, on how the graph works and how you can combine all the schema
into one graph for a website and a page. And basically that’s a database
of what is this thing but in such a way
that you can describe everything. And also there wasn’t
an approach for this. So if I’ve got a plug-in
that outputs a recipe on the page and I’ve got another plug-in that says this is the organization
who runs this website, there was no way to connect them and Gutenberg really opened up
the requirements. If we’re going to have all these blocks
and things on the page we need them to talk to each other. And there wasn’t a way to do that,
so we worked it out. One of the things
that was actually very practical is Pinterest, we were talking to them
and they were telling us that on WooCommerce sites
they often couldn’t figure out what the primary product of the page was. So they literally had a problem
that there was a product and then four related products
and then were five bits of schema. And they didn’t know which of those five
was the primary product. And we’ve now solved that with adding like
one or two lines of code, we can just say this is the main entity
of this page. So this is the primary product;
the rest are related products to this product. And then suddenly Pinterest knows
how to pass that page and can show the primary product
in its rich pin for that page. Sounds great. I think everyone should check out 11.0
when it comes out. Absolutely.

20 thoughts on “Yoast SEO 11.0: Schema.org – Joost de Valk and Jono Alderson discuss

  1. Electric Sock SEO Post author

    GREAT job guys; timely too, I've just spent all morning playing around with Google's Markup Helper! @Joost, stop complaining, we all appreciate what you're doing and your kids love you

  2. BeautyHi Magazine Post author

    great video style, what camera are you guys using? thanks 🙂

  3. Felisza Nichols Post author

    So I don’t have to go buy a Schema plug-in ???

  4. Ubatuba Guide Post author

    wow wow wow Congratulations children, you have exceeded all expectations! Thank you.

  5. Rob Cooper Post author

    What if the site already makes use of a plugin for recipe schema? will they conflict? or will Yoast read the other plugins data and either use it, or leave it alone?

  6. Jeffrey Bradbury Post author

    If you are a one person small business, is it "better" to call yourself a company or identify yourself as a person when setting up the plug-in?

  7. David Min Post author

    There have been other products that have solved this problem years ago. https://www.schemaapp.com is one that comes to mind. And it can create everything available on schema.org

  8. Diana MEYER Post author

    I hand coded what was needed on websites I've built, so I'm now wondering what would be the effect if I update Yoast to 11.0 ….

  9. CashLad Post author

    awesome, I love seo by yoast plugin, every update makes it better and better.

  10. Lee Curran Post author

    Many thanks for all your hard work we all appreciate it.

  11. Jason Beard Post author

    Yes about time an SEO plugin does it, it will be using Automated schema, just like these two plugins below do correct?
    I been waiting upon other SEO's to come through but they are time wasters and find it hard to reply emails!

  12. Mark A. Post author

    Where is the tutorial? Does the user have control?

  13. Kenny Bon Post author

    I can feel your passion and see your enthousiasm! THANK YOU!

  14. James Scott Post author

    Keep up the awesome work guys 👍👍🙏🏻

  15. Imagine Spirit Psychic Arts Post author

    This is an incredible gift to the world. Can't wait to work with it!

  16. Pat Osborne Post author

    Question: do you have to have the Pro version of Yoast to enjoy this feature?

  17. Manny O Post author

    I don't see this on my website Yoast plugin when I go to edit page even though I update to Yoast 11.3. What am I missing?


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