David H Boggs, MS Search Marketing https://www.davidhboggs.com/blog David H Boggs, MS provides expert search marketing, SEO and Google Ads services to Maine businesses. en-us How to use structured data markup to enhance appearance in Google search results https://www.davidhboggs.com/blog/online-marketing/how-to-use-structured-data-markup-to-enhance-appearance-in-google-search-results-2370-thread.html Sat, 20 Dec 2025 00:00:00 GMT https://www.davidhboggs.com/blog/online-marketing/how-to-use-structured-data-markup-to-enhance-appearance-in-google-search-results-2370-thread.html Correctly using structured data markup in your articles and blog posts can make your content stand out in Google Search results by including it in enhanced displays like top-stories carousels and rich results with headline text and large images, like this:

Google encourages us to use structured data to help it understand what our pages are about, by providing clues in a structured format that it can easily interpret.

Structured data is coded using in-page JavaScript markup that describes the content of the page.

Google provides the following suggestions/warnings for using structured data markup for SEO purposes:

  • Although most structured data for search uses schema.org vocabulary, follow the documentation on developers.google.com as definitive for Google Search behavior, rather than the schema.org documentation.
  • Always test your structured data markup using the Structured Data Testing tool before it goes live.
  • For your content to be eligible for enhanced display on Google, you must include all the required properties for an object.
  • Defining more recommended features can make it more likely that your information can appear in Search results with enhanced display, but it's better to supply fewer but complete and accurate properties vs. more properties that are less complete or accurate.

Although a number of different structured-data markup systems exist, and Google recognizes several of them, the simplest and most-used is JSON-LD (JavaScript Object Notation for Linked Data) - say "Jason LD" - which uses arrays of attribute-value pairs (like "@type NewsArticle").

Google recognizes a number of applications for structured data - AMP and non-AMP pages, articles, videos, recipes, etc. For simplicity, in the following example I'm going to demonstrate the easiest case: how to do structured-data markup for a non-AMP article or blog post.

To begin, I created a simple webpage containing an article, here: https://www.davidhboggs.com/demos/article.htm which looks like this:

Then using the example here https://search.google.com/structured-data/testing-tool I created the following JSON-LD script and pasted it into the <HEAD> of article.htm:

---------------------------------------------------------------------------------

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "NewsArticle",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://www.davidhboggs.com/article.htm"
},
"headline": "Transformation of Search Summit scheduled for 19 October 2018 in NYC",
"image": [
"https://www.davidhboggs.com/images/david_round_150.jpg",
"https://www.davidhboggs.com/images/newsletter.png",
"https://www.davidhboggs.com/images/transformation-of-search.png"
],
"datePublished": "2018-08-08T12:51:51+00:00",
"dateModified": "2018-08-08T12:51:51+00:00",
"author": {
"@type": "Person",
"name": "David Boggs"
},
"publisher": {
"@type": "Organization",
"name": "ACRO Global",
"logo": {
"@type": "ImageObject",
"url": "https://www.acroglobal.com/images/header2017_300.png"
}
},
"description": "Conference organized by ClickZ with Search Engine Watch and Catalyst will be addressing latest trends in search: platforms and technologies, organic and paid."
}
</script>

---------------------------------------------------------------------------

Here's where all that came from, line by line:

"http://schema.org" is used in every script.

The various @types for non-AMP pages are here: developers.google.com/sear...data-types/article#non-amp

"NewsArticle" and "WebPage" were obvious fits for my content.

"@id" is the URL of the page: https://www.davidhboggs.com/article.htm

"headline" comes from the <h1> tag of the page.

Then come the "image" URLs, one for each image on the page: head shot, Newsletter icon, conference icon. Include all your important images.

Next are "datePublished" and 'dateModified" in iso 8601 format, which you can get here: http://www.timestampgenerator.com/

Then come "author" data, with @type=person, name=David Boggs

Followed by "publisher" data: @type=Organization, name=ACRO Global

Then "logo" with the data pair @type: "Image Object" and the URL of the ACRO Global logo

Finally "description" from the <META description> tag of the page

Saved the page, uploaded it to DavidHBoggs.com and ran the Google Structured Data Testing Tool on the page URL from here: https://search.google.com/structured-data/testing-tool

which produced this result:

No errors, no warnings. Great!

But had I messed up, Google would have given me a (more or less) helpful error message.

If this were a "serious" page - not an example - I'd next add it to my XML sitemap, upload that ad run it by Google Search Console for re-indexing.

And go here for more on Maine search engine optimization.

]]> Google Expanding AI Mode Bookings to Hotels and Flights AI Mode bookings for restaurants, events, beauty/doctor appointments are live now. https://www.davidhboggs.com/blog/online-marketing/google-expanding-ai-mode-bookings-to-hotels-and-flights-4043-thread.html Wed, 19 Nov 2025 18:50:38 GMT https://www.davidhboggs.com/blog/online-marketing/google-expanding-ai-mode-bookings-to-hotels-and-flights-4043-thread.html Google Expanding AI Mode Bookings to Hotels and Flights

Google Expanding AI Mode Bookings to Hotels and Flights

After launching AI Mode bookings for restaurants, events and beauty and doctor appointments in October, Google has announced plans to add agentic bookings for hotels and flights.

The new booking experience is first being enabled for US Google AI Ultra subscribers

This new rollout will add Booking.com, Choice Hotels International, Expedia, IHG Hotels & Resorts, Marriott International and Wyndham Hotels & Resorts to Google's list of travel booking partners that already includes OpenTable, Resy, Ticketmaster, StubHub, SeatGeek and Booksy.

Also last month Google announced launch of a new agentic commerce solution with with PayPal, which followed the initiation of an Agent Payment Protocol in September.

Although Google hasn't yet announced full details of its new booking ecosystem, it's been announced that users will be able to choose booking partners, and that those partners will manage all transactions and bookings without Google itself being in the loop.

]]> Massachusetts 2026 Governor's Conference on Tourism to be held 24-25 March in Danvers Early Bird tickets $275 until 6 November 2025 https://www.davidhboggs.com/blog/online-marketing/massachusetts-governors-conference-on-tourism-to-be-held-march-in-danvers-4038-thread.html Wed, 22 Oct 2025 13:00:59 GMT https://www.davidhboggs.com/blog/online-marketing/massachusetts-governors-conference-on-tourism-to-be-held-march-in-danvers-4038-thread.html Massachusetts 2026 Governor's Conference on Tourism

Venue for this annual event will be the Doubletree by Hilton Hotel Boston North Shore in Danvers, MA.

More than 500 tourism industry professionals will be joining MA Gov. Maura Healey for this conference which will spotlight the state's 16 Regional Tourism Councils as well as the upcoming 250th anniversary of the American Revolution celebration MA250.

Early Bird individual attendee ticket rate is $275 through 5 November, regular rate $350 after that.

Register here.

Go here for exhibitor and sponsor information.

Email this address for more information.

And go here for more on how Google Ads and SEO will up your tourism game.

]]> MarTech Conference Online Free 17 September 2025 "One day. One track. Zero fluff." https://www.davidhboggs.com/blog/online-marketing/martech-conference-online-free-september-4031-thread.html Wed, 10 Sep 2025 15:34:01 GMT https://www.davidhboggs.com/blog/online-marketing/martech-conference-online-free-september-4031-thread.html

MarTech Conference Online Free 17 September 2025

The Third Door Media unit of Boston-based digital marketing platform Semrush has opened free registration for a MarTech Conference to be offered online on 17 September 2025.

Speakers will include:

  • Alex Cash, OneTrust
  • Florian Delval, Snowflake
  • Adam Eisler, IAB
  • Jessica Kao, Adobe
  • Sav Khetan, Tealium
  • AJ Sedlak, Ford Motor Company
  • Jiaxi Zhu, Google
  • More...

Agenda

  • 1100: How to get your organization aligned for the AI age
  • 1145: Navigating the chaos of consent, compliance and customer trust in an AI world
  • 1230: How AI and data activation deliver unforgettable customer experiences
  • 1315: Unlock the power of the underutilized data hiding right in front of your team
  • 1400: Martech reimagined: Building a stack for the dominant forces of data and AI
  • 1445: How AI decisioning will change your marketing

Go here to register .

Conference is short, but looks like it will get right to the point. If you're involved with digital marketing, you should participate. I'm going to.

]]> SMX Advanced 2025 Conference 11-13 June in Boston Lowest ticket price $1295 ends 29 March https://www.davidhboggs.com/blog/online-marketing/smx-advanced-conference-june-in-boston-3985-thread.html Mon, 24 Feb 2025 14:47:04 GMT https://www.davidhboggs.com/blog/online-marketing/smx-advanced-conference-june-in-boston-3985-thread.html

SMX Advanced Conference 11-13 June in Boston

This search marketing conference organized by Semrush is back live in Boston after a 4-year COVID-related hiatus.

Agenda and speakers are not yet set, but members of the Programming Committee include:

  • Andrew Goodman
  • Barry Schwartz
  • Brad Geddes
  • Danny Goodwin
  • Eric Enge
  • Navah Hopkins
  • More...

All access pass for which you can register here includes:

  • All keynotes, sessions, Q&As, clinics
  • Expo hall
  • Networking
  • Hot breakfasts and lunches

FREE Expo+ pass includes:

  • Keynotes, clinics, Solutions/Theater sessions
  • Expo hall
  • Select networking events
  • Refreshments during breaks

All access pass pricing:

  • $1295 through 29 March
  • $1445 through 10 May
  • $1595 through 10 June
  • $1795 on-site
  • Group rates are available at up to 20% off.

Expo+ pass is advertised as FREE but I can find no working registration link. Registration help is supposed to be available here:

registration@thirddoormedia.com

Conference venue will be the Westin Boston Seaport District at 425 Summer Street. But this is another thing to which I could find no working link. Hotel phone is 617-532-4600.

Go here for sponsorship opportunities.

Comment: Expo+ pass as advertised should be a great deal, especially for anyone in the Boston area who doesn't need a hotel room..

]]>