Search engines have subtly changed their methodologies over the past few years. One methodology that has yet to see widespread adoption has already experienced its most significant change yet.
Back in 2013, an ontology library site, Good Relations, announced an alignment of its markup structure definitions with those used on schema.org, a metatag library. The end result is increased consistency of definition usage among businesses, and a wider shared usage of structure markup among web developers and search engine optimization practitioners.
This merger occurred thanks to increasing search discovery needs for digital media. From music to webinar presentations, businesses have added numerous content to appear when potential customers research product and service information online.
The content has led marketing managers to give a refreshed look at their optimization strategies through apply semantic search. Semantic search involves organizing keywords and content with website element protocols and structure markup language. The organization makes the pages and site content more visible to nuanced search engine queries.
Good Relations and schema.org support separate protocols for semantic search. Schema.org contains metadata meant for HTML5, an update of the venerable website structure code language positioned for future website development. Good Relations contains RDF – resources description framework that has proven utility for current retailers and E-commerce sites.
One strategic benefit for managers is learning enhanced ways to translate potential client language to its digital properties. If businesses within a given industry agreed to ontology for services and needs, those businesses can adjust their content tags to position its content to potential query results from those businesses. Imagine a video on better financing for construction projects – With a metadata protocol, now imagine that video section appearing in a search query run by a construction firm.
That exact example lies at the heart of HTML5. HTML5 added video- and music-related tag elements, developed to increase media exposure to relevant search engine queries. Other tagging protocols can help search engines recognized a group of authors – an aid to marketing teams leveraging personal brands of its members online (You can learn about what Google accepts in structured markup here – Bing also has a structured markup guide). The fundamentals of digital marketing is increasingly shifting toward strategic data ownership, which is supported through content marketing and semantic search.
With the schema.org – Good Relations alliance, digital marketers and website developers can optimize metadata and RDF information across varied content. The success of such an effort will create a true application of semantic search’s definition – the science of actual customer’s language.