Structured Data Industry Trends — Martha van Berkel // Schema App

Show Notes

• 02:20
  What your schema markup process should look like

  The five steps in the process include strategy, authoring, deployment, maintenance and monitoring, and results and measurement. The strategy should involve other stakeholder groups and should be tied to business goals.
• 06:04
  Effectively implementing a schema markup strategy

  An effective schema markup strategy is one where the structured data is driving results. And success can be measured based on whether youre getting the desired outcomes.
• 08:22
  Managing the authoring process so that it connects to clear results

  At this point, you must ensure that the content on your page can achieve the rich result you want it to. So, its about assessing your content on the page to determine if it meets Googles requirements and recommendations.
• 12:48
  Handling deployment programmatically

  Custom javascript can be built with Google Tag Manager or you can work with Schema App that integrates once with your website and removes the complication. The most important thing is that J-SON LD is getting on the site.
• 15:22
  The benefits of using schema results

  The visual result aspect comes into play when trying to get executive buy-in by showing them competitive analysis, etc. Structured data also allows you to directly correlate clicks and impressions from rich results to the work that you're doing.
• 18:17
  The intrinsic value of schema performance and results

  Schema makeup performance and results can be useful when trying to defend the value that SEO offers. There is the visual aspect, clicks and impressions, and being able to demonstrate how youre making changes and evolving content.
• 20:31
  Aligning schema markup to business results

  Aligning schema markup to business results is a way to get the business excited about SEO. Work on your strategy and use the results to change people's perspectives on how SEO contributes to business results.