Links & Resources from SearchFest

Thanks for coming to my session at SearchFest! Here’s some of the resources I mentioned in my talk (plus a few extras) that will help you get started with leveling up your structured data game.

Sample Implementation at

A robust example of using both inline microdata and JSON-LD structured data using itemref and itemid to create mega entities.

Basic Vocab for & Structured Data

A great resource from Aaron Bradley. A must read.

JSON for Linking Data

The go-to site for JSON-LD. The JSON Playground will let you test out a lot of your ideas.

Google’s SDTT

Never launch without testing!

Structured Data Linter

Another great testing tool that exactly follows specifications.

And last, but not least, the slide deck!

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Mike founded UpBuild in 2015 and served as its CEO for seven years, before passing the torch to Ruth Burr Reedy. Mike remains with the company today as Head of Business Operations.

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