Managing Structured Data like a finance portfolio — Martha van Berkel // Schema App

Martha Van Berkel, CEO of Schema App, discusses managing structured data. In 2020, Google released a number of new types of rich results. And, since then, we’ve seen a lot of changes on the Google SERP and requirements around documentation and the content that needs to be on your page. Today, Martha talks about managing structured data like a financial portfolio.
About the speaker

Martha van Berkel

Schema App

- Schema App

Martha is CEO of Schema App

Show Notes

  • 01:49
    Managing structured data like a finance portfolio
    In the past, you were able to take a set-it-and-forget-it approach to structured data on your page. Currently, theres a lot of volatility on the Google landscape, and like a finance portfolio, you need to manage and diversify your structured data.
  • 04:50
    Leveraging structured data in Googles changing landscape
    While were unable to plan for the changes from Google, we can do a competitive analysis to understand where to invest our time. Wherever you decide to invest your time and strategize should be linked to your business goals.
  • 09:24
    Identifying opportunities to invest in different types of schema markup
    Look at your search performance within Google Search Console to see what you need to start investing in. It really boils down to your ability to be agile and quickly respond accordingly when Google places more value on specific SERP elements.
  • 11:54
    The importance of adding descriptors within your structured data
    All schema markups should be connected. The easier it is for Google to understand relationships between topics on your website, the more likely Google will be to reward it with more clicks.
  • 15:26
    The future of schema markup
    Structured data hasnt been widely adopted as yet, so theres still an opportunity for adoption. Ideally, think about the specific topics that you want to own and make use of structured data to ensure they are clearly articulated to Google.

Quotes

  • "Structured data is what you put on your website to get those beautiful, rich results, whether it be FAQ, reviews, ratings, prices, all that extra information in search." -Martha Van Berkel, CEO, Schema App

  • "Google sees schema markup as something you should be doing, but only 33% of sites are doing it and most of them aren't doing it well.." -Martha Van Berkel, CEO, Schema App

  • "In 2020, to bring information to users, delight them, and help them in health decisions, Google released a ton of new types of rich results." -Martha Van Berkel, CEO, Schema App

  • "A best practice we have at Schema App is doing a competitive analysis at least every six months to understand how their stuff is changing." -Martha Van Berkel, CEO, Schema App

  • "When you're thinking about where you're going to invest time to look at performance and strategize on where opportunities are, it should have a dotted line to your business goals." -Martha Van Berkel, CEO, Schema App

  • "We have evidence that we've seen Google reward more clicks when it can truly understand specifically what something's about. But, it's something that you have to test." -Martha Van Berkel, CEO, Schema App

  • "I'm excited in 2023 to look at reuse of structured data for personalization and to think of it as an SEO data play we can offer to the marketing orgs to do more personalized topic-based knowledge." -Martha Van Berkel, CEO, Schema App

  • "For 2022, you can't bet on category pages driving results. Google's looking to answer specific questions and they're really good at figuring out those things." -Martha Van Berkel, CEO, Schema App

About the speaker

Martha van Berkel

Schema App

- Schema App

Martha is CEO of Schema App

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