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FUTURE-PROOFING Your Digital Asset Strategy – part 1 –

FUTURE-PROOFING Your Digital Asset Strategy – part 1 –

The best-prepared businesses today are the ones that have a highly adaptive outlook on (Internet) technologies and how they connect customers to products and services in increasingly social ways. The Internet has become second-nature as people now instinctively prefer to do almost everything online where possible - including shopping, studying, working, socializing, accessing entertainment, and even dating. Little wonder why the race is on among organizations worldwide to put as much of their business content online as possible.

the size of internet

On the other hand, the massive adoption of online strategies on a global scale has led to an astronomically large Internet - with trillions of web documents (Exabytes of data!) available to be crawled, indexed, and made searchable by Internet Search Engines (ISE's like Google, Bing, and Yandex.ru) for almost 3 billion Internet users around the world. Some amazing facts there, wouldn't you say?

Fortunately for these ISE's, ubiquitous microprocessor-based technology and ultra low cost data storage facilities have conspired with the emergence of versatile web-scale data management frameworks and programming technologies to enhance the data processing power of services like Google and Bing, making these services even more competitive in the face of the "Great Information Overload" we are witnessing today.

This is so true for the ISE's out there - so much data, so much processing power, so much context.. what to do with it all? How best to manage it? How best to shape the delivery of information to a user following a search action? How best to connect all this information?

the size of internet

The last two questions are particularly important today - and these same questions led to the ideas that birthed the "Semantic Web” or Web 2.0 (the next generation Internet, which we are incrementally using today).

Today, Markup Languages (like HTML) which were used to invent the Internet all the way back in 1992, don't just format and link web documents like their predecessors did; they help build a better-structured Internet, where the connections between web assets (WebPages, videos, images, and other resources) are better emphasized and promoted. This makes the job of the web search engines easier, and increases their ability to deliver personalized web search experiences to add value for users and make much better use of the data processing power available today to serve even more documents to more people around the world at faster speeds and with a richer user experience design.

Nowadays, based on Markup Languages, search engines deliver personalized web search experiences, adding value for users and serving more documents to more people around the world.

bot and semantic webThis is a movement that's going to change the Internet - scratch that - it's already changing the Internet - and that's why you should bring your organization onboard the Semantic Web, because what worked yesterday in terms of SEM and SEO(Search Engine Marketing, Search Engine Optimization) won't work as well today because of the change in Search Engine Ranking Algorithms, and won't work at all tomorrow.

How serious is this "threat"? Well, very serious - if you consider that all the major search engines are already changing their code and platforms to work with the Semantic Web - which is complimented by the fact that search result rankings are now computed by radically different algorithms from those used just over a year ago.

Depending on the action you take next, this can be potentially very dangerous OR present an enormous opportunity for your business going forward.

If you're pro-change, pro-sales and pro-growth, then your opportunity (the way to crossover to the Semantic Web) is captured in three words: Structured Data Markup.

what is
Structured Data Markup?


Before we start explaining, just bear in mind that it's not that different from what you already know: it's just another type of data markup, like HTML, for example. The difference is in the name and modus operandi:
"Structured" Data Markup is all about "structure" - the way all the various web elements are classified and organized on a page to make them instantly recognizable by search engines as well as to help in emphasizing the connections between these elements, in order to allow more relevant ideas and components show up in searches (including Google's new Knowledge Graph) and to personalize the search process for each user, delivering a much better content experience than the Internet of the past could afford for its users.

structured_data_markup_factsThe logic behind structured data markup is called “Ontology".

Ontology refers to a system of classification link to our post where every web element is fully classified in a manner similar to the taxonomy of biological entities, in which every animal or plant has its own Class, Order, Family, Genus, and Species.

For example, the adorable Penguins are of the class "Aves" (birds), Subclass "Impennes" (swimming birds), Order "Sphenisciformes" and Family "Spheniscidae".

Ontology is a similar type of classification system, but for web objects only, not plants or animals. A great example of ontology is the Schema.org vocabulary.
Learn More about ONTOLOGIES »

The use of Ontology for SEO and SEM allows Search Engines to properly identify every element on a modern webpage and instantly know what to do with it, instead of simply discarding the parts that are not readily identifiable due to the lack of an extensive system of classification. And because useful data is today captured in a variety of different ways and formats, the latest ranking algorithms utilize your total content picture, not just the words on your website.

Old SEO tricks are so “dead” right now.

It should be clear to you by now why you need to make the switch to the new way of conducting SEO and SEM - you need to future-proof your digital assets so that your internet marketing strategy won't be DOA ("Dead on Arrival")! And it all begins with Structured Data Markup.

The Road to
Structured Data Markup:
How to Get Onboard


We've already mentioned the Schema.org ontology system. This can be used with a technology called JSON-LD (JavaScript Object Notation for Linked Data), for example, to create structured data markup for your existing HTML and Accelerated Mobile Pages (AMP) codebases. This will allow the affected content to appear in Google's "Rich Results" and "Knowledge Graph" systems and it's therefore critical that you migrate your business content as soon as possible.


While using structured data is not a requirement,
eBay heavily encourages its sellers to adhere to its terms.

As of Q1 2016, 60% of listed items on the marketplace used its structured data rules, according to eBay's earnings report. This is up from 37% in Q4 2015.

After a disappointing earnings report in the first quarter, eBay announced its intentions to completely revamp its marketplace experience with Structured Data reflecting new user experiences and product categories to draw in shoppers.

We admit that this process is technical, and to save you the trouble of hobbling on this learning curve on your own – we're introducing our affordable consultation services.

But first, use our FREE Revenue Lift Calculator to see how we project your sales and online performance to grow when you make the switch to Structured Data:

» Click Here for your Free Revenue Lift Calculator «


With our 2-step strategy of applying both Semantic Markup and Structured Data to your website, you will experience between 5% to 10% monthly growth in traffic and sales.

Take action now - every second you wait – is hurting your online revenue …

Stay tuned for more exciting and informative content from us!

To get the Your Free (no obligation) Revenue Lift Calculator now – simply ... CLICK HERE

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