The Lesson of the Buy Button Bonanza

About the only thing surprising about the buy buttons that have been popping up lately is that we haven't seen them sooner.
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How to use V2.0’s mainEntityOfPage property

With the release of v2.0 (the too large to fully describe in a single post edition) came a new property I think deserves to be in the spotlight as it resolves some long outstanding issues.


Indicates a page (or other CreativeWork) for which this thing is the main entity being described.

Now I recommend you read the property’s full description on as it goes on to describe its intended use and where it stands in relation to properties like, http://schema/org/sameAs and Properties to which mainEntityOfPage is very closely related and which are part of’s fundamental building blocks.

Unfortunately though the reason why one should use this property is only is described by [continue reading]

{ 9 comments } Version 2.0 Released: Extensions Ahoy!

May 15, 2015 2.0 Released

Just under four years since the launch of, version 2.0 of the vocabulary was announced by R.V. Guha on the blog. It's a release worthy of a version leap for, as Guha says, it "brings several significant changes and additions, not just to the vocabulary, but also to how we grow and manage […]

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Google's Knowledge-Based Trust (KBT) Proposal

March 2, 2015
Google's Knowledge-Based Trust Approach to Quality

An article by Hal Hodson published in New Scientist has something of a seemingly hyperbolic title, "Google wants to rank websites based on facts not links." But the very first paragraph of the Google Research paper cited by Hodson shows the headline to be fairly, well, factual. This is a research proposal to replace links […]

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Search Engine Optimization with Data

February 27, 2015
SEO with Data

Until very recently, search engine optimization was – unsurprisingly – predicated on leveraging the world of web documents. We've always called what people do when they plug some words into Google a “search”. And it’s been appropriate, because there’s always been a ready answer to the obvious question, “search for what?”: web pages, and other […]

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Zero Blue Links: Search After Traffic

January 29, 2015
Zero Blue Links: Search After Traffic

Imagine a world in which there was still an internet, but no websites. A world in which you could still look for and find information, but not by clicking from web page to web page in a browser. A world where you could search the web from any internet-connected device without needing to visit a […]

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JSON-LD's Big Day at Google

January 16, 2015
JSON-LD's Big Day at Google

Yesterday Google made three announcements which were not only relevant to practitioners of semantic search engine optimization ("semantic SEO"), but which also explictly expanded the role JSON-LD plays in the Google search universe. As the name suggests, JSON-LD is JSON-based serialization for linked data – literally JavaScript Object Notation (JSON) for Linked Data (-LD). That […]

17 comments Read the full article Gets Its Game on with v1.92

December 11, 2014 Gets Its Game on with Version 1.92

Dan Brickley of Google today announced a major new release of, in beta known as "venkman" (yes, after the Ghost Busters character) and released as version 1.92. This may well be the last 1.xx version. As Dan notes his announcement: With this update we "soft launch" a substantial collection of improvements that will […]

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A URL for Everything: Google's Physical Web

October 3, 2014
A URL for Everything: Google's Physical Web

In a tweet yesterday, Googler Scott Jenson proclaimed that he was finally able to announce his work on "an open web spec to 'Walk up and use anything." The name of this open standard is the "Physical Web" (with, indeed, its tagline being "Walk up and use anything") and its aim is nothing less than […]

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What is JSON-LD? A Talk with Gregg Kellogg

September 10, 2014
What is JSON-LD?

JSON-LD is everywhere. Okay, perhaps not everywhere, but JSON-LD loomed large at the 2014 Semantic Web Technology and Business Conference in San Jose, where it was on many speakers' lips, and could be seen in the code examples of many presentations. I've read much about the format – and have even provided a thumbnail definition […]

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