In short, machine learning speeds up the impact of Google’s ability to accumulate data, interpret it, and react on a broader level. Machine learning did not change what Google was searching for or the behavior it wanted to encourage in high-ranking sites. Technical SEO will always have a place in the future of online marketing. However, its prominence and role continue to evolve and improve. RankBrain is Google’s machine learning intelligence system. The system adapts and learns as more data comes in and adjusts its algorithms accordingly to provide the best experience for users and accuracy in search results. Companies that invest in learning and harnessing AI in SEO will likely find themselves ahead of the large segment of businesses that don’t even clearly understand what it is.
Stacking schema means that you would have a medical clinical schema for Dr. Brown, but then you’d also have a physician schema for Dr. Brown. I get to have two different schemas at two different levels. In order for the power of this stuff to work, you need to go out and find that stuff. When you start putting in all the different variables for Dr. Brown and schema, he started out at Scottsdale Community College. Within the space, Terry is, at least in my mind, Terry you do a ton of stuff of course, but is the schema expert.
Something we really haven’t talked a ton about on this show yet is a schema. We’ve referenced it, and we got a ton of questions about it. So we thought, “Who better to bring on than Terry.” We use Terry for schema. I’ve learned personally a ton of stuff from Terry through his teachings and his speaking. I’m super excited to have you on, Terry, to teach the people, to start digging into schema, and crack this one open. It’s definitely a bit more mysterious than your typical SEO stuff. High-quality content is king – create content with the user in mind.
That kind of gives you an idea of the different things you can do on a broader sense of schemas. There’s two things that I love about schema on the technical side is, one is that I can stack schema.
Remember, searches are no longer being conducted solely from a desktop computer. In fact, mobile devices now account for 53.3% of all searches. A website that ranks well will likely give a definition, an overview of NASA’s history, plus their latest developments. In addition to a positive user experience and helpful content, meeting user intent is essential for any SEO strategy. Take some time to get insights into customer experience and behavior on your website. Data can provide you with valuable insights into where customers seem to gravitate and where they quickly abandon your website. Every update that Google has made to its algorithm has been in search of creating a better experience for its users.
Search engines use machine learning to interpret which content is most compelling to their users. By working together, you can create a better experience for users to find the information relevant. The more your content solves the challenges of your ideal audience in a medium they need, the more your efforts will be rewarded with visibility.
Yeah, what we’re going to show you guys is going to be pretty crazy as we go through this thing. Let’s say for instance Dr. Brown specializes in back surgery, so our back pain.
She was one of the ones that fought me on adding text to pages. So, I’ll get my point across in order to write that keyword.
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The second is to have content for each in different formats. Whichever you choose, you need to make sure your strategy accounts for the user intent of whoever comes to your website. While it is more economical, it can also be more difficult to achieve based on how varied their needs, expertise, and what their driving factors are. Videos, downloads, product lists, and images all have an important place along with text in fulfilling user intent.
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It makes sense, then, that many companies that claim to use AI actually do not use it in any significant way. Many startups are confused over what constitutes AI and how it affects the way they do business. One study found that 40% of European startups that claimed to use AI technology do not.
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Well, you need to do it to Google property, and we all know that the most powerful Google property we have is the map, is the GMB. When I see this huge schema and they’re just using the page itself as the ID, I know right there we’ve got an opportunity to do something completely different. A lot of people miss the alumni, the organizations, all the stuff that is really powerful on the brand level. Then you’ve got the other group of people that have Yoast and they think they’re doing it okay. So you have three different groups right now, and the people that are doing it well, and the people that want to do it well, those are the people that really have an opportunity. Then it’s a matter of what components are they doing within that schema, because we figured out what the schema ID should be for the most power. So, all the different things you can do to that through schema.
So under back surgery there might be three or four different types of back surgery that Dr. Brown does. So, Google’s also getting a way to crawl pages from schema that otherwise there might not be a link to down in the body of the text.