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20NTC Session Proposal

Help Search Engines Find and Feature You: Using Structured Data on Your Nonprofit Website


Search engines are capable of more than just showing a list of relevant links. Google can harvest web content and present it as user-friendly knowledge panels, rich snippets, and info cards. For this, search engines rely on structured data—a hidden layer of machine-readable information on web pages. is a non-profit initiative working in collaboration with Google, Microsoft, Yahoo, and others to build structured data schemas for different domains such as medicine, government, etc. We believe nonprofit websites should adopt

In this session, we will present our efforts to develop and implement to describe legal services content to search engines. This could make it easier for users to use search engines to understand their legal options, find suitable nonprofit service providers, and get the legal assistance they need. We will explain what structured data is and why it is important. Using case studies, we will showcase how can be used by legal services websites. We will demonstrate tools to facilitate implementing and provide an update on a community effort to develop legal services schemas. Our efforts in nonprofit legal services can serve as a model for other nonprofits.

Learning Outcomes

  • Understand structured data and
  • Learn practical tips and tools for implementing
  • Learn from cases studies in implementing and shaping structured data schema


Case StudyWebsites

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April 11, 2018


1:30pm – 3:00pm

CFRE Credits

NFR - 1.5

Collaborative Notes

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Session Evaluation

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