Tuesday, 1 July 2014

Is Structured Markup The Only Way To Talk To Google?

Published by Jimmy on Tuesday, 1 July 2014  | No comments

There are people who used to laugh at the idea of optimizing their websites in accordance with the Hummingbird update. As per a recent survey among 300 marketers, when asked about the names of the updates that affected their website traffic the most, Penguin and Panda were ranked first and second followed by the Hummingbird update. Unlike Penguin and Panda, Hummingbird doesn’t fight webspam. Google has always named its updates after black and white animals (black hat SEO vs. white hat) but hummingbird is different since it deals with a clearer understanding of your content. This update also represents a step in entity based search which Google has been working on for many years.

There are many SEO experts who restrain their understanding of entity search to different concepts like schema.org, structured date and freebase. They’re of the opinion that the only way in which they can participate in the SEO revolution is to mark your HTML with schema.org micro data. But this is not true!

Tips to communicate relationship and entity signals with your content

Here are some ways in which you can communicate in the right way with your content irrespective of whether or not you’re a master of schema.org.

  • The right keywords: Good and old-fashioned keywords are the key to success. When there’s no structured markup, the search engines have the capability to parse the keywords into a structure. However, so that this method works, your keywords should come with predicates and objects. In other words, the sentences should have clear subjects in a detailed organized manner. 
  • Tables and HTMLs: This is pretty old a technique that is often forgotten by folks nowadays. HTML 5 offers different structures to webpages and these can be extracted by the search engines. When you use tables and proper headings, you can easily organize your content in such a way that attracts the robots. The main goal is to get into Google’s Knowledge Graph, which is special to Wikipedia.
  • Using entities and synonyms: How about using synonyms and entities to describe a particular thing? What would you call Barack Obama? How about the President of the United States or the First African American President or Michelle Obama’s husband? All the phrases apply to the same entity and this will improve the search in different ways. You can either use co-occurring phrases or synonyms of the same object as this method will reach way beyond the individual keyword itself.
In case you have a good chance of adding structured date to your website, you can easily earn those highly coveted SERP enhancements that may increase your click-through rate and can also allow the search engines to understand your content in a better manner. If you can take steps to help the search engines better understand your content, you can gain better results. These changes can be done to your website even without the Hummingbird update. Create great and timeless content and let the search engines figure out its worth.

About Author

Amit Singh is a founder of searchenginestory.com he share his immense knowledge of Search Engine Optimization in this blog.

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