Meredith Schraeder – Tuesday, July 17, 2018
The first objective of any marketing effort is to get your message where it needs to go. In digital marketing, your first audience is often a search engine: the powerful, frequently misunderstood gatekeepers of the internet.
Search engines are designed to deliver the best possible results based on what you're searching for. To do so, automatically, they have to decipher and reconcile thousands of formats, languages and vocabularies associated with website coding.
The addition of "structured data" – highly organized blocks of code added to web pages to provide search engines with additional page details – can streamline this process by "speaking" to search engines directly, in a vocabulary they can easily interpret.
Until recently, these multiple languages and vocabularies used on the web for structured data made this process difficult for search engines and web developers alike.
But in 2011, Google, Yahoo, Microsoft, and Yandex jointly conceived Schema.org, an open-source vocabulary that can be built into pages to help site crawlers produce "richer page results." The schema.org project ultimately created a template for communicating directly with Google using uniform microdata, or "structured data," added to any site.
The result is a powerful tool for boosting SEO and unlocking the full potential of your website.
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