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Authors: Sérgio Julião 1 and Mariana Malta 2

Affiliations: 1 CEOS.PP, Polytecnic of Porto, Portugal ; 2 CEOS.PP, Polytecnic of Porto, Portugal, Algoritmi Center, University of Minho, Portugal

Keyword(s): Metadata, Schema.org, Digital Marketing, SEO, Machine Readable, Rich Snippets.

Abstract: The evolution of technologies puts pressure on organisations upon its digital transformation. The content these organisations make available on the Web and their strategies of Search Engine Optimization (SEO) have a real impact in the achievement of the organisations’ communication objectives. Marketing departments are increasingly dominated by SEO strategies to achieve the best positions in Search Engine Results Pages (SERP's). To achieve the first positions increases the probability of new business opportunities. This paper is focused on semantic SEO, and on the quality of the WordPress SEO plugins that incorporate microformats (free-of-charge versions). We have studied 85 different plugins and concluded that only 20 incorporate truly microformats. We concluded that 95% of the 20 use JSON-LD as mark-up language and the vocabulary schema.org. All of the 20 plugins fall far short of expectations as they exploit very few schema.org types and terms compared to the possibilities of desc riptions defined by the theoretical analysis made. To date, if an organisation needs to incorporate microformats in its Website Wordpress based contents, it will have to pay to a programmer to do this, or use the paid versions pulgins, as the free plugins do not provide quality tools. (More)

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Paper citation in several formats:
Julião, S. and Malta, M. (2020). A Study of the WordPress SEO Plugins for Microformats. In Proceedings of the 17th International Joint Conference on e-Business and Telecommunications - E-BDT, ISBN 978-989-758-447-3; ISSN 2184-772X, pages 154-161. DOI: 10.5220/0010014901540161

@conference{e-bdt20,
author={Sérgio Julião. and Mariana Malta.},
title={A Study of the WordPress SEO Plugins for Microformats},
booktitle={Proceedings of the 17th International Joint Conference on e-Business and Telecommunications - E-BDT,},
year={2020},
pages={154-161},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010014901540161},
isbn={978-989-758-447-3},
issn={2184-772X},
}

TY - CONF

JO - Proceedings of the 17th International Joint Conference on e-Business and Telecommunications - E-BDT,
TI - A Study of the WordPress SEO Plugins for Microformats
SN - 978-989-758-447-3
IS - 2184-772X
AU - Julião, S.
AU - Malta, M.
PY - 2020
SP - 154
EP - 161
DO - 10.5220/0010014901540161

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