Two Ways to Deal With Structured Data in Search
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Structured data is becoming increasingly important in raising visibility across search. The technical challenge of dealing with it stops most marketers which is why there can be more than one way to successfully solve the problem. In this presentation, part of the SMXL 2018 Conference, in Milan, Italy, I talk about how it can be solved and, in the process, explain the story (anc challenge) of data.
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Two Ways to Deal With Structured Data in Search
- 1. 6-7-8, NOVEMBER 2018 Structured Data David Amerland Davidamerland.com
- 3. Data generated in each internet minute @davidamerlandwww.smxl.it #SMXL18
- 13. What do we get? @davidamerlandwww.smxl.it #SMXL18
- 14. It’s a complex answer @davidamerlandwww.smxl.it #SMXL18
- 18. Plan your content • Convenience • Certainty • Control • Customization @davidamerlandwww.smxl.it #SMXL18
- 19. Plan your marketing @davidamerlandwww.smxl.it #SMXL18
- 20. Plan your engagement @davidamerlandwww.smxl.it #SMXL18
- 21. Example 1 • Increase the number of stories it brought out per quarter from 300 to over 3,700 – an increase of 1,200% with a further 127% productivity gain expected by the end of this year. • Free up to 20% of journalists’ time that can now be applied on stories where the human factor is indispensable. • Broaden the reach of its brand by creating more relevant content than ever before. • Maintain its market lead by simply being present in more reports, social conversations and news outlets than ever, because of its increased output @davidamerlandwww.smxl.it #SMXL18
- 25. Takeaways • Use structured data on static web pages and on product pages so they can be repurposed, by search and mobile apps, in an automated way. AP partnered with financial firms that were already producing data in a structured way so it is worth here asking manufacturers of products whether they are already producing product descriptions in a structured data way. • Use a structured approach to curating and presenting unstructured content to help create clarity, context and relevance. Rationalize the various streams of content production so that they make sense for your target audience in terms of brand values and vision. • Link everything to the unique selling point (USP) of your business. @davidamerlandwww.smxl.it #SMXL18
- 26. More Takeaways • Use your strengths to decide the best way to tackle the issue of content creation, context and relevance. • Use content contextualization as a means to add value to what you do and avoid the commoditization trap. • Do not rely on internal linking strategies to surface content from your own site, link to authoritative news sources and articles that create a deeper picture for your online visitors. @davidamerlandwww.smxl.it #SMXL18