Structured data & microformats in a changing search landscape — Natasha Ghosh // Riot Games

Show Notes

• ·03:04 - Structured data in a changing search landscape Google aims to provide all the information users need on the SERPs so they dont have to visit external websites. Structured data is crucial as it's a layer of code that sits on top of your content, helping search engines understand the objects on that page. ·04:52 - The importance of structured data today While the search landscape is evolving, websites largely remain static in their HTML and CSS structure. As search engines move toward more immersive and AI-generated search experiences, structured data will be crucial to retrieving information from websites effectively. ·07:44 - User-centricity and the implementation of structured data Despite AI and Googles prioritization of SERP features that previously gave websites clicks, structured data implementation is crucial. If you can provide your customers with the experience and information they need quickly, the clicks will follow to your website. ·09:02 - Knowledge graphs and structured data Using a structured data template for similar content will suffice, but specific markup is required for information intended for inclusion in knowledge graphs. While knowledge graphs don't increase the number of clicks to a website, they improve the experience of our customers. ·10:51 - Googles micro moments methodology and brand impact Addressing users' urgent needs in Google's micro-momentsthe need to know, go, do, and buybuilds rapport with users through our presence. Despite the challenge of measuring this quantitatively, it contributes to a company's brand impact over time. ·11:41 - How to approach structured data in 2024 Implementing basic structured data tags across website sections can lead to substantial increases in ranking keywords and SERP features. Tools like Google Tag Manager simplify the implementation process, making it easy for all sites to automate schema markup. ·14:29 - The frequency of changing or testing schema elements Testing or changing schema elements shouldnt be frequent and should align with keyword activity, SERP features, and user behavior. Strategic updates, particularly for events, can enhance visibility, but overall, infrequent changes optimize both rankings and user experience. ·19:42 - Structured data, topic modeling, and SGE Structured data and topic modeling will increasingly come into play with SGE and the rise of chatbots like ChatGPT. The ability to communicate with search engines will grow in utility and that's where the application of a combination of structured data and topic modeling will be most beneficial.