The Case for Schema Markup
Let’s be clear – traditional SEO is still very much alive. But as the internet changes, the practice of SEO evolves. Some ideas that were the foundation for traditional SEO are now becoming less relevant, replaced by updates. One of these is keywords. While keywords are still important, Google is now educated on the types of searches and how to match them with the best results for their query. Having keywords in your content means Google will still find them. But Google can now interpret questions, making it easier for the search engine spider to find the whole query phrase.
The Mysteries of the Google Algorithm
While it would be nice to know what Google has up their sleeves, they do not always reveal everything about the latest changes to the algorithm. However, there are a few signals that tell Google your site is a reliable source. These include:
- Popularity signals from your audience. For example, the sharing of your content on social media, comments on your site, and outside links to your site.
- To drive the traffic to your site, content needs to be relevant. Homing in on the queries for your target audience can go a long way.
- User experience. If users have a bad experience on your site, they will not stick around to read any of your content.
- Results on the search page. Keywords placed in meta tags, HTML titles, and URLs all appear on the search page when Google searches for the results.
What Is Semantic SEO?
The debate continues about whether semantic SEO is a new term. Semantic search provides meaningful results, even when the query does not contain the keywords. Both Google and Bing are shifting toward semantic search results, using artificial intelligence technology to sort through the millions of websites available.
How Is This Changing Our Search Results?
Not only are there links to the websites in your search results these days, but there are also images, videos and sometimes knowledge cards. This is Google’s way of displaying semantic search results in a way the user can understand. Google’s Knowledge Graph shows you everything in one quick glance. You might also notice your search results do not contain the entire query you entered, but the results are surprisingly aligned with your search.
So, What Is Schema Markup?
As Google and other search engines continue to present results in more contextual and informative ways, websites need betters ways of adding context to their content. Schema markup is a small amount of code that can be added to your website to tell search engines what kind of content you offer. This can help distinguish whether your keyword, such as “transformers,” refers to electrical equipment, a popular toy line, or the blockbuster movie. Additionally, schema markup can display your website info more relevantly in the search engine results page, such as displaying movie times or relevant contact information right on the results page.
Search engines have continued to evolve in the ways they find and present relevant search results to its users. This means websites need to evolve the ways in which they stay relevant, to meet current trends, making SEO more important than ever. All of this improves the user experience. An improved user experience means more happy customers. Staying on top of the latest developments will help your website reach your audience and keep your site relevant to both search engines and end-users.
Traditional SEO is very much alive and well, it has just evolved to meet current trends. All of this improves the user experience. An improved user experience means more happy customers. Staying on top of the latest developments will help your website reach your audience and keep your site relevant to both search engines and end-users.
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