What was the best link that the author provided and what did you learn when you went there?  There were many great links in the article but the one I found most helpful/informative is
A Beginner’s Guide to Content Strategy for the Web: 10 Things You Need to Know.  While having a content strategy might seem like something obvious, it is also something that can easily be overlooked, especially by an inexperienced developer. In marketing, you learn the importance of tailoring your message to your audience so to must you match the writing style of your content to the audience’s literacy level.  The bottomline, keep the language simple and clear in order to keep your audience engaged. Finally, break content into small chucks so it can flow easily into different presentations and be used in flexible layouts.

What did the author do to make sure this post got shared on social media a lot? The author talks about including schema markup in conjunction with social media tags to make content shareable and optimized. The author included a side-bar with “share content” social media buttons with schema markup with counters. And why does that matter? Ping-backs to your site can help improve page ranking.

How do you include schema in a web page? Schema has to be added manually to each page, which the author says can be a big pain. It’s best to add schema when you are still in the planning stages. Do you think this tool (http://schema-creator.org/) would make it easier? Yes, because you fill out the form for the type of schema that you want to create and produces the code.

How does the author say you can test if your schema is working correctly? use Google’s Structured Data Testing Tool to check that everything is working correctly.

What’s the best takeaway for you from this article? Including schema microdata in your HTML code can help search engine crawlers interpret the content of your pages more effectively.