- dominate semantic parity
- technical & editorial compliance
- protection against Google penalty
- tested semantic markup strategy
- curated testing & code validation
- minimal client IT involvement
- automation and scalability
- semantic strategist PhD’s
- schema & JSON-LD
- machine readable content
- disambiguates content and brand
- fully indexes your website
- improves cross device performance
- improves CTR performance
- offers and more
is a standard way to annotate your content so machines (search engine bots)
can understand it. As Google stated in 2012, “structured data is becoming an increasingly
important part of the web ecosystem used to allow websites to highlight specific types of
content in search results, marking up content using industry-standard formats and schemas.”
of the use of structured data is displayed in this image screenshot of
Google’s SERP Patent. The Abstract for Maintaining Search Context reads, “…wherein the
links are all of the same entity type.”
Google’s search engine result page
(SERP) patent refers to a process of using “entities”
within specific areas of SERP page layout for various types of search context such as local
pages, knowledge graph, ecommerce etc.
Vocabularies organize knowledge and are building blocks, whereas
ontologies are more complex. We like the video produced by Spry Inc.
describing ontologies, here’s the basic summary…
“An ontology is a model which represents knowledge as a set
of concepts within a domain. An ontology also captures the
relationships between these concepts. An ontology is a form of
knowledge management, it captures the knowledge within an
organization as a model. This model can then be queried by
users to answer complex questions and display relationships
across an enterprise.”
Ontologies capture data in a way that allows these relationships to become visible.
We can use ontologies to define things that search engines (machines) want to understand.
We can build your ontology, and you gain a serious competitive advantage.
Organic search results are being displaced by content-rich displays known
as knowledge panels commonly referred to as the Knowledge Graph. This
is a shift from searching over documents such as web pages, to searching
over data now assembled as the Knowledge Graph.
Internal data quality is imperative. Knowledge Graphs contain information
about entities and their relationships to one another. Google wants to recognize a search as a distinct entity rather than a string of keywords.
When you want your Brand and brand messaging to be accurate and
“findable” in search results, search engines need to be able to
understand what entities are on your web page/s. Search engines extract
entity information from your content. We align and map from your website to external ontologies
and vocabularies used by search engines. These are trusted sources such as Freebase, Wikidata,
Schema.org, Google product taxonomy, Linked Open Vocabularies and Linked Open Data.
Relationships, Branches, Reviews, Products, Offers, Images,
Attributes, Images, Services, Tickets,
Gender, Nationality, Relationships, Images, Actors,
Local Businesses, Non-profits, Clubs,
Civil Structures, Land Forms, Landmarks, Historical Buildings,
Symptoms, Causes, Risk Factors, Therapies,