Get more traffic using Semantic tags
The rules of the game are about to change! If page ranking and search traffic to your website are important ingredients to your online success, you can simply not afford to ignore the Schema.org initiative.
Search engine optimization (SEO) and Schema.org
On June the 2nd 2011, Bing, Google and Yahoo announced a collaboration to create and support a standard set of schemas for structured data markup on web pages (semantic tags). They refer to this collaboration as Schema.org.
Although Bing, Google and Yahoo compete in many ways, it is evident that the collaboration will be good for each search engine individually, and for the web at large. With the growing importance of search engines, more and more people are trying to optimize their website or even trick the search engines with popular keywords etc. to get higher rankings. Inaccurate search results have been a major problem for search engines, and one off the bi-effect of many false SEO projects.
As semantic tagging is adopted, customers will be making more apples-to-apples comparisons. Search engines can automatically find the best deal for customers.
Semantic tagging is becomming an important SEO tool. In fact, semantic tags are now being referred to as Semantic SEO.
Customers offering products or services on the web that choose to ignore semantic tags, will not be listed in the specific product result pages provided by search engines such as the Google shopping category.
So implementing schema.org (or not) will potentially have a direct effect on your online business.
Get more traffic from SEO today, using semantic tags!
Google introduced Rich Snippets all the way back in May 2009. Rich Snippets is a marketing term for their support for semantic tagging. When Google indexes your website, it looks for semantic tagging that helps Google understand the meaning of the content of the web page. We here use the term semantic tagging to refer to formats such as Schema.org as a way to add semantics to web page content.
More and more web sites are generated from structured data, which is often stored in databases. When this data is formatted into web pages (HTML), most CMS’s provide no way to recover the original structured data. At the same time many applications, especially search engines, will benefit greatly from direct access to this structured data. CMS’s that can handle highly structured data are therefore extremely important for a wider adoption of the Schema.org initiative.
When a cooking site uses semantic tagging such as Schema.org, Google is able to understand what the different ingredients of a dish are, the name of the dish and how long it takes to cook. Using that information, Google is able to change the presentation of the search result to a faceted search user interface:
This same principle applies for web sites selling products. When selecting the shopping category, only semantically tagged websites can be properly indexed and listed.
There have been a number of companies that have gotten higher organic traffic from search engines after adding semantic tags to the website. For example, Best Buy in the US reported a 30% increase in organic traffic after they added semantic tagging.
A study by SEOMoz show how users are more interested in the enhanced rich snippets results as opposed to the typical plain blue links.
Generating semantic content on your website, will generate more traffic to your website through new semantic search technologies.
This next example shows how you can search for Desire and narrow down the search by clicking the Shopping category if it was the cell phone HTC Desire you were actually looking for.
Schema.org and Webnodes CMS
Webnodes CMS has fully integrated dynamic support for the Schema.org in version 3.7, available to customers now. Both search engine users and content publishers will stand to gain by the schema.org functionality in Webnodes. Search engine users will get a better user experience and can do more powerfull and precise queries. Publishers will have an automated mechanism to provide the search engines with much more detailed and semantic information.
The semantic tags of Schema.org will be the most important SEO tool available to web developers and SEO specialists in the time to come.
For more technical information about the implementation visit our Schema.org section on our developer site.