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  4. When to Use Schema vs. Facebook Open Graph?

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When to Use Schema vs. Facebook Open Graph?

Intermediate & Advanced SEO
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  • Allie_Williams
    Allie_Williams Subscriber last edited by Oct 22, 2013, 2:55 PM

    I have a client who for regulatory reasons cannot engage in any social media: no Twitter, Facebook, or Google+ accounts. No social sharing buttons allowed on the site. The industry is medical devices.

    We are in the process of redesigning their site, and would like to include structured markup wherever possible. For example, there are lots of schema types under MedicalEntity: http://schema.org/MedicalEntity

    Given their lack of social media (and no plans to ever use it), does it make sense to incorporate OG tags at all? Or should we stick exclusively to the schemas documented on schema.org?

    1 Reply Last reply Reply Quote 0
    • Allie_Williams
      Allie_Williams Subscriber last edited by Oct 24, 2013, 1:12 PM Oct 24, 2013, 1:12 PM

      Serendipitous timing - this article was posted yesterday about using mark-up, and how Open Graph and Schema.org are used, and why to use both:

      Facebook Open Graph serves its purpose well, but it doesn’t provide the detailed information search engines need to improve the user experience. A single web page may have many components, and it may talk about more than one thing. Even if you mark up your content for Facebook Open Graph, schema.org provides an additional way to provide more detail about particular entities on the page.

      http://searchengineland.com/schema-org-7-things-for-seos-to-consider-post-hummingbird-172163

      1 Reply Last reply Reply Quote 1
      • LesleyPaone
        LesleyPaone last edited by Nov 8, 2013, 2:42 PM Oct 23, 2013, 4:41 AM

        I personally would use both. They way that I look at it with the OG tags is that you are controlling the consistency of the brand across platforms that you do not officially support. This is very much in my mind the same thing as making a page display correctly in older version of IE.

        1 Reply Last reply Reply Quote 1
        • CHarkins
          CHarkins @Allie_Williams last edited by Nov 8, 2013, 2:42 PM Oct 22, 2013, 11:38 PM

          OG and Schema can live in the wild together. They are both ways to show information around the entities which they describe.

          IMDB is using both OG and Schema to mark up their data:
          http://www.imdb.com/title/tt1392170/

          1 Reply Last reply Reply Quote 1
          • Allie_Williams
            Allie_Williams Subscriber @CHarkins last edited by Oct 22, 2013, 9:12 PM Oct 22, 2013, 9:12 PM

            Thanks, Craig. Do you know if any of the OG and schema tags would duplicate or conflict? I see a lot of documentation about using one or the other, but not how to use both harmoniously.

            CHarkins 1 Reply Last reply Oct 22, 2013, 11:38 PM Reply Quote 0
            • Allie_Williams
              Allie_Williams Subscriber @KeriMorgret last edited by Oct 22, 2013, 9:11 PM Oct 22, 2013, 9:11 PM

              Thanks Keri, interesting example. While the GE Healthcare site is more commercial in intent, I like how they've treated the share functionality using the node icon. Subtle, yet shareable 🙂

              1 Reply Last reply Reply Quote 0
              • Allie_Williams
                Allie_Williams Subscriber @KempRugeLawGroup last edited by Oct 22, 2013, 9:09 PM Oct 22, 2013, 9:09 PM

                I haven't checked in depth, the regulations are with the FDA and they aren't the most up-to-date with social media practices! No competitors are using OG yet, but their sites are also very under-optimized.

                1 Reply Last reply Reply Quote 0
                • KempRugeLawGroup
                  KempRugeLawGroup last edited by Oct 22, 2013, 4:23 PM Oct 22, 2013, 4:23 PM

                  This may be way over-the-top, but have you checked if OG tags would violate the regulations at all, or if they could potentially be a violation down the road? Granted, even though I haven't read the regulations, I don't think it should...but it's just something I'd double-check. I could see a potential problem if the wording is ambiguous and a competitor wants to stir up trouble for you.

                  Allie_Williams 1 Reply Last reply Oct 22, 2013, 9:09 PM Reply Quote 0
                  • CHarkins
                    CHarkins last edited by Oct 22, 2013, 3:57 PM Oct 22, 2013, 3:57 PM

                    Given that other people may share those pages, I would incorporate both OG and Schema on the site.

                    Allie_Williams 1 Reply Last reply Oct 22, 2013, 9:12 PM Reply Quote 0
                    • KeriMorgret
                      KeriMorgret last edited by Oct 22, 2013, 3:09 PM Oct 22, 2013, 3:09 PM

                      Just because you can't share doesn't mean people aren't going to share it on FB. Just yesterday, I shared http://www3.gehealthcare.com/en/Products/Categories/Accessories_and_Supplies/Adventure_Series_for_CT/Pirate_Island on FB with my friends. I don't have formal experience in this area, but did want to point that out. There was an article on slate.com about the design of these, and I went looking for more information, and found that page.

                      Allie_Williams 1 Reply Last reply Oct 22, 2013, 9:11 PM Reply Quote 1
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