As marketers and advertisers, we spend time and energy crafting our content, ads and messaging. We try to convince people to believe our stories, prefer our brands, click our listings, engage, and convert. But people are only part of our audience. Increasingly, they’re not even the most significant part. Maybe they’re not even the most important part. Because to reach those people – to gain access to an audience and a market – we need to first convince systems, search engines, and social sites that our brands and our content are a good fit. We need to market to machines.
Schema.org gives us access to a rich language for doing that, but barely anybody’s going beyond the basics. They’re chasing rich snippets and fancy search results but missing the bigger picture. You’ll need to level up your structured data game, to access tomorrow’s markets. You’ll need to understand how to visualize connected data, build sophisticated entity graphs, and think like a search engine.
jonoalderson
martine
mineo_matsuya
masakamayama
matleenalaakso
cbtlibrary
copilot
signer
irocho
haraduka
jcasabona
colly
scottboms
moore
mojombo
pauljervisheath
sonatard
mclloyd
keavy
yeseniaperezcruz
kevinliebholz
