Semantic Search MarketingMore Clicks. More Impressions. More Business

Martha van Berkelco-founder, Hunch Manifestmartha@hunchmanifest.com

Agenda● Situation ● Urgency● Results● Value Proposition● Process● Next Steps

Definition

What is semantic search marketing?Semantic search seeks to improve search accuracy by understanding searcher intent and the contextual meaning of terms” Wikipedia

What is schema.org?A vocabulary which explicitly tells search engines about your business, content, social media profiles, products and reviews, so search engines can better match your content with relevant queries.

SituationSEO is Fundamentally Changing….and FAST

● In 2011 Google, Yahoo and Bing co-created a semantic search standard to better match user search intent with content on websites

● 1 in 5 searches have “rich snippets” (Products, Reviews, Price, Answers, Events, Details)

● Results with Rich Snippets get up to 30% more click throughs● 31.3% of websites use structured data● Local Business Knowledge Panel results from structured data - Reserve/Order● Social media & mobile use semantic markup to fully leverage their features● Contributes to organic search results

Major Sites with Structured Data

acm queue, 2015

Why does it makes sense to act now?● Structured Data is a Strong Contributor to SEO

○ Increase search rank up to 4 positions○ Increased Organic Traffic○ Increased Business Intelligence○ Increase click-throughs by 30% for Rich Snippets

● Semantic Marketing is not going away, it’s accelerating● Low adoption across brands provides opportunity to

differentiate

Schema.org releases ‘12-’15

The ResultsWhat Semantic Search Marketing Looks Like After you Deploy

● Move the buy now button into search results● Highlight location information in search results with order or reserve now actions● Highlight online reviews in search results● Control your branding in social media shares● Showcase customer support numbers & social media links in search results● Increase your search real estate with company and executive information● Insert event details and video content into search results● Add Actions into Email

Local Business Information in SearchAdd order or reserve now actions to increase sales

On December 5th, Google announced when loal businesses use schema.org code for their location information they will use it to build a special graphical knowledge panel for the business in organic search.➔ Ability to reserve and order directly in search➔ Single and Multi Location Business knowledge

graph

Manage your location information your webpage instead of Google My Business

Stand out in Search Rich Snippet Examples

Products

Videos

Events

Articles

Get more Real Estate in SearchKnowledge Graph

Add Actions on MobileEngage your clients on email

Email View Order Email Track Order Search Result View in App

Search box & contact numbers in results

Value PropositionWhy should you use the Schema App platform for managing your structured data?

DELIVER MORE VALUE TO YOUR CUSTOMERS● Proactively keep clients on the forefront of search engine recommendations● Automate business rules to apply client director knowledge at scale● Accurately measure and understand impact of structured data deployments

INCREASE YOUR MARGINS & PRODUCTIVITY● Scale schema.org adoption with minimal use of a development team● Enable marketers to manage schema.org without the need to be an expert ● Reduce number of hours to implement and manage schema.org across client sites

REALIZE FULL VALUE OF STRUCTURED DATA● Increase accuracy in schema.org implementation● Fully utilize schema.org opportunity in SEO● Discover new structured data opportunities and perform inferences

How it works - more than consulting7 Modules: Editor, Business Rules, Graph Database, Bulk Upload, Schema.org Model and API

1. Client provides their data model through bulk upload

2. Data is mapped against Schema.org using expert consulting

3. JSON-LD code is created for each page

4. Website queries cache through API, Google Tag Manager or Wordpress Plugin for structured data (JSON-LD) for specific page#1

#2

#3

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Structured Data Process1. ID Desired Outcomes & Strategic Focus2. Develop Proposal

Identify key pages to optimize. Identify strategy for pages (template vs individual markup). Estimate time.

3. AnalysisIdentify the specific markup for each page, getting as specific as possible

4. Implementation & TestingImplement template or JSON-LD markup using Schema App tool. Review for errors in Google Structured Data Testing Tool.

5. Measure OutcomesGoogle Search Console Report to show coverage and errors. Use Google Analytics with Schema App Integration for custom dimensions and metrics.

How can we help you get started? Training

● SEO Team: strategy development, analysis & implementation● Sales Team: Value Proposition, results

Coaching & Support● Review Strategies & Implementation● Support Community & Ad Hoc Consulting

Comprehensive Tools● Schema.org authoring, editing, and deployment● ROI and Performance Measurement Tools● Integration with Wordpress, Google Tag Manager and APIs

Questions?