Google recently released guidance for webmasters who want to add social media profile information to the Google Knowledge graph. Ultimately, these entities will appear for certain search terms.

The guidance released by Google states that it is possible to use structured data in public websites to mark up and specify a range of social profiles. The full list of social profiles eligible to be marked up is:

  • Facebook
  • Twitter
  • Google+
  • Instagram
  • YouTube
  • LinkedIn
  • Myspace

Once a webmaster has successfully marked up their desired social profile, Google algorithms will process this data and display the most useful profile information in line with a user’s search query. It is important to note that any social profiles marked up must also appear and correspond with those listed on the given webpage.

Below are working examples of social profiles appearing in the knowledge graph for both PC World and Ebay respectively:

Ebay Social Profile Markup

PC Worlds Social Profile Markup

 

How to Add Structured Mark up for Social Profiles to Your Website

Adding your social media profiles to Google’s Knowledge graph is a fairly simple process that involves adding structured data to highlight each desired social media profile.

In order to format the structured data, you must comply with the schema.org vocabulary through either JSON-LD markup, or microdata/RDFa markup.

Here is a basic JSON-LD template using Hallam as an example to specify several of our social profiles:

<script type=”application/ld+json”>
{ “@context” : “http://schema.org”,
“@type” : “Organization”,
“name” : “Hallam”,
“url” : “https://www.hallaminternet.com/”,
“sameAs” : [ “http://www.facebook.com/HallamInternet”,
“http://www.twitter.com/HallamInternet”,
“http://plus.google.com/+Hallaminternet”]
}
</script>

And here is an example of the structured data using microdata

<span itemscope itemtype=”http://schema.org/Organization”>
<link itemprop=”url” href=”https://www.hallaminternet.com”>
<a itemprop=”sameAs” href=”https://www.facebook.com/HallamInternet”>Facebook</a>
<a itemprop=”sameAs” href=”https://twitter.com/HallamInternet”>Twitter</a>
<a itemprop=”sameAs” href=”https://plus.google.com/+HallamInternet”>Google+</a>
</span>

The two above examples highlight a how to mark up a business’s social media profiles, but it is also possible to mark up social profiles for an individual. All you have to do is replace the url and social values with that of an individual’s social profiles.

The <script> block can then be inserted anywhere on the page, either within the <head> or <body> of the pages’ code.

Testing Structured Markup for Your Social Profiles

In addition to Google’s announcement that webmasters are now able to add social profile information to Google’s knowledge graph, the search giant have also released a new Structured Data Testing Tool that “better reflects how Google interprets a web page’s structured data markup”.

The tool includes the following features and can be used to check the implementation of structured data used to mark up social profiles:

  • Validation for all Google features powered by structured data
  • Support for markup in the JSON-LD syntax, including in dynamic HTML pages
  • Clean display of the structured data items on your page
  • Syntax highlighting of markup problems right in your HTML source code

Here is what Hallam’s code validation test result looks like for the markup of our business social profiles:

Social Profile Markup Validation Result

Here at Hallam, we have marked up our social profiles using microdata and are looking forward to seeing how this data will be presented in the knowledge graph once our site has been re-crawled.


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