Structured data and the Future of SEO

[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text][nectar_dropcap color=””]I [/nectar_dropcap]n the process of making machines as intelligent as humans, Google and a few others started using #algorithms (mostly LSTM) that track what a user searched in the past. This development happened over a decade ago when they started using user based search inputs and started recommending search results. To this they added algorithms for explicit and implicit intent. Explicit means the user has queried a particular word with an intent to find out more or to transact. Implicit means, if you are using a mobile and type a cuisine, #Google would detect that you are on the go and probably looking for a restaurant serving that particular cuisine nearby.
This means that if a website mentioned certain words or concept in detail, only then it would rank high for that user. This change spawned the whole industry from #transactting which involves building answers to questions that a typical user would ask. This content marketing business became too resource intensive, big spenders could afford to throw money at this effort, whereas smaller organisations quickly started to disappear from the organic search results, because they simply couldn’t match the content building efficiency of the larger players.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6465″ alignment=”center” animation=”Fade In” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]The challenge for many small and midsize businesses with limited content is how to improve the SEO web content.
For example, let’s say you have a news snippet in your blog about Barack Obama. Given the nature of the post (limited size) you can’t add endless (usually obvious) information about him in the news snippet. Typically Google ranks up your post only for his name or semantically close words for Obama. Unfortunately, you don’t have many words then how will you rank up.
There is a way out to tackle this problem. This is called #structureddata markup augmentation. By augmenting your content with a Schema/ DBpedia markups you are providing multiple information to Google about the string “Obama” used in your post. So if a user searches for former President from Hawaii or husband of Michelle Obama in his search query, the chances of your small post showing up high in the SERP is very likely.
At luminate.ai , we use curated massive datasets, learning algorithms and predictive models to help you to automatically augment structured data for contextually relevant words in your post. Using this method, we have seen a spurt in organic traffic by over 20 % over the baseline in a short period of time.
Structured data, by building #contextuality of content, also helps Google to show your page link in #SERP as rich snippets, includes it in Google Knowledge Graph or even include it in #Voice search results.[/vc_column_text][/vc_column][/vc_row]

2019-01-30T12:19:48+00:00