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NFTs & Copyright: What Do You Own?

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NFTs & Copyright: What Do You Own?

NFTs (non-fungible tokens) are becoming an increasingly popular way for individuals and brands to profit from their digital creations.

And it’s easy to see why.

You create a unique digital asset, like a piece of art, and then you tokenize it to prove your ownership of it.

More and more creators are turning to NFTs to help verify authenticity and minimize fraud. Non-fungible tokens have even become the currency of choice in the metaverse.

But what happens once an NFT is sold? Who actually owns the copyright – the original creator or the new owner? And how do copyright laws and IP rights apply?

Understanding NFTs

To find out where the discrepancies and confusion lie in NFT copyright, it’s helpful to go back to basics to understand what NFTs are.

NFTs are digital assets containing unique identification codes that verify ownership. These digital assets range from art, music, and photos to collectibles like comic books, trading cards, and in-game items.

While fungible assets like currency and cryptocurrency can be traded and exchanged, each NFT contains a unique digital signature.

This means that no two NFTs are alike, and so they can’t be replaced or interchanged with each other. That’s the difference between fungible and non-fungible.

Like cryptocurrency, non-fungible tokens or NFTs are stored on blockchain technology – a public ledger that secures information in a way that makes it impossible to hack.

Thanks to the unique identification codes contained within each NFT, they can be easily verified and authenticated to prove ownership.

Even though NFTs have the technology for ownership, there is still confusion surrounding copyright law.

How Does Copyright Legislation Apply To NFTs?

Let’s take a look at the Hermès case.

In November 2021, Hermès sued artist Mason Rothschild (real name Sonny Estival) for creating a faux fur line of NFTs inspired by its most famous and recognizable luxury bag: the Birkin.

Named the MetaBirkins, the line competed directly with Hermès and its own plans for NFTs. According to the company’s lawsuit, this confused its customers and diluted its brand.

Rothschild’s defense? That his work was social commentary and therefore protected by freedom of artistic expression.

The jury didn’t buy it and awarded the suit in favor of Hermès. Their judgment was that the NFTs were in breach of copyright law, including trademark dilution and infringement. All of which ended up costing $133,000 in damages.

An expensive lesson for Rothschild and an important legal precedent for NFTs and copyright law.

Who Owns The Intellectual Property Of An NFT?

It’s evident that many brands, including notable luxury brands like Dolce & Gabbana, Tiffany & Co., Gucci, and more, are beginning to explore the potential of non-fungible tokens.

This means that it’s becoming more important to understand where creativity ends, and copyright protection begins.

Because while buying an NFT gives the owner certain rights, complete creative control isn’t one of them – not unless the copyright holder takes active steps to ensure this, which is rarely done.

Understanding Copyright Protection

As the copyright owner, you have the exclusive right to reproduce and display your work – unless you choose to transfer the copyright or grant a license to the buyer.

But do these same laws apply to NFTs? These are the questions that are currently being asked.

If creating a non-fungible token is defined as copying or reproducing the original work in any way, then under copyright law (at least in the U.S.), the copyright holder is the only one who should legally be allowed to do so.

However, making copies of works now is much easier and cheaper than it was before the Internet existed. Today a simple right-click is all it takes, whereas previously, creating copies actually took time, money, and effort.

This is why copyright law used to be a serious consideration and, today, is barely given a second thought.

What Do You Own When You Buy NFTs?

It’s a good question.

Just because you buy a non-fungible token doesn’t mean you automatically own the copyright or even a license. The creator does.

That’s because when you buy NFTs, you’re actually purchasing a digital token – proof of ownership of something. And in some cases, you may only be the part owner of that thing.

Take The Merge, for example – an NFT artwork of 312,686 tokens purchased by 28,983 collectors for a total price of $91.8 million.

Now imagine each of those 28,983 collectors going off separately and reproducing their portion of the same art piece: nightmare.

While the various IP laws of trademark, patent, and copyright can be difficult to understand – particularly how they apply to NFTs – the rules are simple and grounded in common sense.

Don’t copy other people’s work, and always keep your own work safe, as Hermès has recently and powerfully demonstrated.

How Licenses And NFTs Work

Right now, copyright laws and guidelines are still being interrogated and debated.

But if you’re considering purchasing non-fungible tokens or are already an NFT owner, there are some workarounds when it comes to licensing:

Personal License

While you may not hold the copyright yourself, if you’re granted a personal license, you can use your NFT for non-commercial, non-profit means. This could include displaying your artwork in your home or using it as your social media profile picture.

Bear in mind, however, that you won’t be able to use your NFT for commercial gain in any way.

Commercial Rights

Here you will have some commercial rights to your NFT as given to you by the creator. It’s important to remember that they will still have copyright and IP ownership of the original work.

Depending on the specific rights transferred to you, you might be able to sell prints, create merchandise, or even create a TV show.

In the case of the Bored Ape Yacht Club, for example, owners have unrestricted commercial use of their NFT art. (However, there does seem to be some ongoing confusion about its copyright registration, which we’ll leave for another time.)

Aside from personal and commercial licenses, there are other structures in which the buyer of an NFT has to pay royalties to the original creator. So every time the NFT is sold, it generates a passive income for its owner.

William Shatner, for example, sold 125,000 digital photographs on the WAX Blockchain in just 9 minutes and now earns a secondary revenue from their trade.

On the other end of the spectrum, a royalty-free license can do away with needing to pay royalties to the creator. And other alternative licensing structures can grant or deny certain permissions to their owners.

So while copyright laws may have strict guidelines, licenses can help grant particular creative freedoms.

Brands Setting Precedence For NFTs & IP Rights

As we’ve discussed, the Hermès case sets an important legal precedent for luxury brands regarding the unauthorized sale of non-fungible tokens. And it’s more relevant now than ever.

Major brands such as Gucci, Louis Vuitton, Burberry, and more are starting to enter the NFT space, partnering with NFT marketplaces and creating digital collections. And why wouldn’t they?

NFTs allow them to authenticate limited-edition products, extend the lifecycle of their products, and build more sustainable business models.

It’s no wonder, then, that brands are optimistic about the potential of NFTs to transform the industry and create new opportunities for growth and innovation.

What Does This Mean For Anyone Creating NFTs?

While NFTs have the potential to change the market and make new opportunities possible, as a brand or a creator, you still need to know your IP rights.

You also need to know about NFTs and understand that just because you’re purchasing one, doesn’t mean you own the underlying IP.

Unless, of course, you’re the original creator.

Instead, non-fungible tokens represent the ownership or rights to a particular underlying asset. And that means creators need to avoid infringing on the IP rights of others.

They also need to implement measures to protect their own IP at the same time.

Otherwise, what’s to stop someone from buying the copyright to an NFT artwork, and then suing the purchaser for making that same artwork their profile picture?

Or copying other works to create NFTs and then ensuring the purchaser has the rights to the work? All while blurring the lines of copyright infringement.

There are far too many grey areas to navigate already without playing fast and loose with the copyright legislation already in place.

So, while the terms of NFT copyright are still being defined, play it safe.

Protect your copyrighted work as a creator or a brand.

Claim resale royalties if the possibility exists for you.

Don’t use your NFTs for commercial gain without the proper licensing.

And never go up against Hermès.

More resources:


Featured Image: Crazy_Dark_Queen/Shutterstock



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LinkedIn Rolls Out New Newsletter Tools

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LinkedIn Rolls Out New Newsletter Tools

LinkedIn is launching several new features for people who publish newsletters on its platform.

The professional networking site wants to make it easier for creators to grow their newsletter audiences and engage readers.

More People Publishing Newsletters On LinkedIn

The company says the number of LinkedIn members publishing newsletter articles has increased by 59% over the past year.

Engagement on these creator-hosted newsletters is also up 47%.

With this growing interest, LinkedIn is updating its newsletter tools.

A New Way To View & Comment

One of the main changes is an updated reading experience that displays comments alongside the newsletter articles.

This allows readers to view and participate in discussions more easily while consuming the content.

See an example of the new interface below.

Screenshot from: linkedin.com, June 2024.

Design Your Own Cover Images

You can now use Microsoft’s AI-powered Designer tool to create custom cover images for their newsletters.

The integration provides templates, size options, and suggestions to help design visually appealing covers.

More Subscriber Notifications

LinkedIn is improving the notifications sent to newsletter subscribers to drive more readership.

When a new issue is published, subscribers will receive email alerts and in-app messages. LinkedIn will also prompt your followers to subscribe.

Mention Other Profiles In Articles

You can now embed links to other LinkedIn profiles and pages directly into their newsletter articles.

This lets readers click through and learn more about the individuals or companies mentioned.

In the example below, you can see it’s as easy as adding a link.

1718346362 491 LinkedIn Rolls Out New Newsletter ToolsScreenshot from: linkedin.com, June 2024.

Preview Links Before Publishing

Lastly, LinkedIn allows you to access a staging link that previews the newsletter URL before hitting publish.

This can help you share and distribute their content more effectively.

Why SEJ Cares

As LinkedIn continues to lean into being a publishing platform for creators and thought leaders, updates that enhance the newsletter experience are noteworthy for digital marketers and industry professionals looking to build an audience.

The new tools are part of LinkedIn’s broader effort to court creators publishing original content on its platform amid rising demand for newsletters and knowledge-sharing.

How This Can Help You

If you publish a newsletter on LinkedIn, these new tools can help you design more visually appealing content, grow your subscriber base, interact with your audience through comments, and preview your content before going live.


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The 6 Biggest SEO Challenges You’ll Face in 2024

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The 6 Biggest SEO Challenges You'll Face in 2024

Seen any stressed-out SEOs recently? If so, that’s because they’ve got their work cut out this year.

Between navigating Google’s never-ending algorithm updates, fighting off competitors, and getting buy-in for projects, there are many significant SEO challenges to consider.

So, which ones should you focus on? Here are the six biggest ones I think you should pay close attention to.

Make no mistake—Google’s algorithm updates can make or break your site.

Core updates, spam updates, helpful content updates—you name it, they can all impact your site’s performance.

As we can see below, the frequency of Google updates has increased in recent years, meaning that the likelihood of being impacted by a Google update has also increased.

How to deal with it:

Recovering from a Google update isn’t easy—and sometimes, websites that get hit by updates may never fully recover.

For the reasons outlined above, most businesses try to stay on the right side of Google and avoid incurring Google’s wrath.

SEOs do this by following Google’s Search Essentials, SEO best practices and avoiding risky black hat SEO tactics. But sadly, even if you think you’ve done this, there is no guarantee that you won’t get hit.

If you suspect a website has been impacted by a Google update, the fastest way to check is to plug the domain into Ahrefs’ Site Explorer.

Ahrefs Site Explorer screenshotAhrefs Site Explorer screenshot

Here’s an example of a website likely affected by Google’s August 2023 Core Update. The traffic drop started on the update’s start date.

Website impacted by Google's August 2023 Core UpdateWebsite impacted by Google's August 2023 Core Update
Hover over the G circles on the X axis to get information about each update.

From this screen, you can see if a drop in traffic correlates with a Google update. If there is a strong correlation, then that update may have hit the site. To remedy it, you will need to understand the update and take action accordingly.

Follow SEO best practices

It’s important your website follows SEO best practices so you can understand why it has been affected and determine what you need to do to fix things.

For example, you might have missed significant technical SEO issues impacting your website’s traffic. To rule this out, it’s worth using Site Audit to run a technical crawl of your website.

Site Audit screenshot, via Ahrefs Site AuditSite Audit screenshot, via Ahrefs Site Audit

Monitor the latest SEO news

In addition to following best practices, it’s a good idea to monitor the latest SEO news. You can do this through various social media channels like X or LinkedIn, but I find the two websites below to be some of the most reliable sources of SEO news.

Even if you escape Google’s updates unscathed, you’ve still got to deal with your competitors vying to steal your top-ranking keywords from right under your nose.

This may sound grim, but it’s a mistake to underestimate them. Most of the time, they’ll be trying to improve their website’s SEO just as much as you are.

And these days, your competitors will:

How to deal with it:

If you want to stay ahead of your competitors, you need to do these two things:

Spy on your competitors and monitor their strategy

Ok, so you don’t have to be James Bond, but by using a tool like Ahrefs Site Explorer and our Google Looker Studio Integration (GLS), you can extract valuable information and keep tabs on your competitors, giving you a competitive advantage in the SERPs.

Using a tool like Site Explorer, you can use the Organic Competitors report to understand the competitor landscape:

Organic competitors screenshot, via Ahrefs' Site ExplorerOrganic competitors screenshot, via Ahrefs' Site Explorer

You can check out their Organic traffic performance across the years:

Year on Year comparison of organic traffic, via Ahrefs' Site ExplorerYear on Year comparison of organic traffic, via Ahrefs' Site Explorer

You can use Calendar to see which days changes in Positions, Pages, Referring domains Backlinks occurred:

Screenshot of Ahrefs' Calendar, via Ahrefs' Site ExplorerScreenshot of Ahrefs' Calendar, via Ahrefs' Site Explorer

You can see their Top pages’ organic traffic and Organic keywords:

Top pages report, via Ahrefs' Site ExplorerTop pages report, via Ahrefs' Site Explorer

And much, much more.

If you want to monitor your most important competitors more closely, you can even create a dashboard using Ahrefs’ GLS integration.

Google Looker Studio integration screenshot,Google Looker Studio integration screenshot,

Acquire links and create content that your competitors can’t recreate easily

Once you’ve done enough spying, it’s time to take action.

Links and content are the bread and butter for many SEOs. But a lot of the time the links that are acquired and the content that is created just aren’t that great.

So, to stand the best chance of maintaining your rankings, you need to work on getting high-quality backlinks and producing high-quality content that your competitors can’t easily recreate.

It’s easy to say this, but what does it mean in practice?

The best way to create this type of content is to create deep content.

At Ahrefs, we do this by running surveys, getting quotes from industry experts, running data studies, creating unique illustrations or diagrams, and generally fine-tuning our content until it is the best it can be.

As if competing against your competitors wasn’t enough, you must also compete against Google for clicks.

As Google not-so-subtly transitions from a search engine to an answer engine, it’s becoming more common for it to supply the answer to search queries—rather than the search results themselves.

The result is that even the once top-performing organic search websites have a lower click-through rate (CTR) because they’re further down the page—or not on the first page.

Whether you like it or not, Google is reducing traffic to your website through two mechanisms:

  • AI overviews – Where Google generates an answer based on sources on the internet
  • Zero-click searches – Where Google shows the answer in the search results

With AI overviews, we can see that the traditional organic search results are not visible.

And with zero-click searches, Google supplies the answer directly in the SERP, so the user doesn’t have to click anything unless they want to know more.

Zero Click searches example, via Google.comZero Click searches example, via Google.com

These features have one thing in common: They are pushing the organic results further down the page.

With AI Overviews, even when links are included, Kevin Indig’s AI overviews traffic impact study suggests that AI overviews will reduce organic clicks.

In this example below, shared by Aleyda, we can see that even when you rank organically in the number one position, it doesn’t mean much if there are Ads and an AI overview with the UX with no links in the AI overview answer; it just perpetuates the zero-clicks model through the AI overview format.

How to deal with it:

You can’t control how Google changes the SERPs, but you can do two things:

Make your website the best it can be

If you focus on the latter, your website will naturally become more authoritative over time. This isn’t a guarantee that your website will be included in the AI overview, but it’s better than doing nothing.

Prevent Google from showing your website in an AI Overview

If you want to be excluded from Google’s AI Overviews, Google says you can add no snippet to prevent your content from appearing in AI Overviews.

nosnippet code explanation screemshot, via Google's documentationnosnippet code explanation screemshot, via Google's documentation

One of the reasons marketers gravitated towards Google in the early days was that it was relatively easy to set up a website and get traffic.

Recently, there have been a few high-profile examples of smaller websites that have been impacted by Google:

Apart from the algorithmic changes, I think there are two reasons for this:

  • Large authoritative websites with bigger budgets and SEO teams are more likely to rank well in today’s Google
  • User-generated content sites like Reddit and Quora have been given huge traffic boosts from Google, which has displaced smaller sites from the SERPs that used to rank for these types of keyword queries

Here’s Reddit’s traffic increase over the last year:

Reddit's organic traffic increase, via Ahrefs Site ExplorerReddit's organic traffic increase, via Ahrefs Site Explorer

And here’s Quora’s traffic increase:

Quora's organic traffic increase, via Ahrefs Site ExplorerQuora's organic traffic increase, via Ahrefs Site Explorer

How to deal with it:

There are three key ways I would deal with this issue in 2024:

Focus on targeting the right keywords using keyword research

Knowing which keywords to target is really important for smaller websites. Sadly, you can’t just write about a big term like “SEO” and expect to rank for it in Google.

Use a tool like Keywords Explorer to do a SERP analysis for each keyword you want to target. Use the effort-to-reward ratio to ensure you are picking the right keyword battles:

Effort to reward ratio illustrationEffort to reward ratio illustration

If you’re concerned about Reddit, Quora, or other UGC sites stealing your clicks, you can also use Keywords Explorer to target SERPs where these websites aren’t present.

To do this:

  • Enter your keyword in the search bar and head to the matching terms report
  • Click on the SERP features drop-down box
  • Select Not on SERP and select Discussions and forums
Example of removing big UGC sites from keyword searches using filters in Ahrefs' Keywords ExplorerExample of removing big UGC sites from keyword searches using filters in Ahrefs' Keywords Explorer

This method can help you find SERPs where these types of sites are not present.

Build more links to become more authoritative

Another approach you could take is to double down on the SEO basics and start building more high-quality backlinks.

Write deep content

Most SEOs are not churning out 500-word blog posts and hoping for the best; equally, the content they’re creating is often not deep or the best it can possibly be.

This is often due to time restraints, budget and inclination. But to be competitive in the AI era, deep content is exactly what you should be creating.

As your website grows, the challenge of maintaining the performance of your content portfolio gets increasingly more difficult.

And what may have been an “absolute banger” of an article in 2020 might not be such a great article now—so you’ll need to update it to keep the clicks rolling in.

So how can you ensure that your content is the best it can be?

How to deal with it:

Here’s the process I use:

Steal this content updating framework

And here’s a practical example of this in action:

Use Page Inspect with Overview to identify pages that need updating

Here’s an example of an older article Michal Pecánek wrote that I recently updated. Using Page Inspect, we can pinpoint the exact date of the update was on May 10, 2024, with no other major in the last year.

Ahrefs Page Inspect screenshot, via Ahrefs' Site ExplorerAhrefs Page Inspect screenshot, via Ahrefs' Site Explorer

According to Ahrefs, this update almost doubled the page’s organic traffic, underlining the value of updating old content. Before the update, the content had reached its lowest performance ever.

Example of a content update and the impact on organic traffic, via Ahrefs' Site ExplorerExample of a content update and the impact on organic traffic, via Ahrefs' Site Explorer

So, what changed to casually double the traffic? Clicking on Page Inspect gives us our answer.

Page Inspect detail screenshot, via Ahrefs' Site ExplorerPage Inspect detail screenshot, via Ahrefs' Site Explorer

I was focused on achieving three aims with this update:

  • Keeping Michal’s original framework for the post intact
  • Making the content as concise and readable as it can be
  • Refreshing the template (the main draw of the post) and explaining how to use the updated version in a beginner-friendly way to match the search intent

Getting buy-in for SEO projects has never been easy compared to other channels. Unfortunately, this meme perfectly describes my early days of agency life.

SEO meme, SEO vs PPC budgetsSEO meme, SEO vs PPC budgets

SEO is not an easy sell—either internally or externally to clients.

With companies hiring fewer SEO roles this year, the appetite for risk seems lower than in previous years.

SEO can also be slow to take impact, meaning getting buy-in for projects is harder than other channels.

How long does SEO take illustrationHow long does SEO take illustration

How to deal with it:

My colleague Despina Gavoyannis has written a fantastic article about how to get SEO buy-in, here is a summary of her top tips:

  • Find key influencers and decision-makers within the organization, starting with cross-functional teams before approaching executives. (And don’t forget the people who’ll actually implement your changes—developers.)
  • Adapt your language and communicate the benefits of SEO initiatives in terms that resonate with different stakeholders’ priorities.
  • Highlight the opportunity costs of not investing in SEO by showing the potential traffic and revenue being missed out on using metrics like Ahrefs’ traffic value.
  • Collaborate cross-functionally by showing how SEO can support other teams’ goals, e.g. helping the editorial team create content that ranks for commercial queries.

And perhaps most important of all: build better business cases and SEO opportunity forecasts.

If you just want to show the short-term trend for a keyword, you can use Keywords Explorer:

Forecasting feature for keywords, via Ahrefs' Keywords ExplorerForecasting feature for keywords, via Ahrefs' Keywords Explorer
The forecasted trend is shown in orange as a dotted line.

If you want to show the Traffic potential of a particular keyword, you can use our Traffic potential metric in SERP overview to gauge this:

Traffic potential example, via Ahrefs' Site ExplorerTraffic potential example, via Ahrefs' Site Explorer

And if you want to go the whole hog, you can create an SEO forecast. You can use a third-party tool to create a forecast, but I recommend you use Patrick Stox’s SEO forecasting guide.

Final thoughts

Of all the SEO challenges mentioned above, the one keeping SEOs awake at night is AI.

It’s swept through our industry like a hurricane, presenting SEOs with many new challenges. The SERPs are changing, competitors are using AI tools, and the bar for creating basic content has been lowered, all thanks to AI.

If you want to stay competitive, you need to arm yourself with the best SEO tools and search data on the market—and for me, that always starts with Ahrefs.

Got questions? Ping me on X.



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Why Now’s The Time To Adopt Schema Markup

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Why Now's The Time To Adopt Schema Markup

There is no better time for organizations to prioritize Schema Markup.

Why is that so, you might ask?

First of all, Schema Markup (aka structured data) is not new.

Google has been awarding sites that implement structured data with rich results. If you haven’t taken advantage of rich results in search, it’s time to gain a higher click-through rate from these visual features in search.

Secondly, now that search is primarily driven by AI, helping search engines understand your content is more important than ever.

Schema Markup allows your organization to clearly articulate what your content means and how it relates to other things on your website.

The final reason to adopt Schema Markup is that, when done correctly, you can build a content knowledge graph, which is a critical enabler in the age of generative AI. Let’s dig in.

Schema Markup For Rich Results

Schema.org has been around since 2011. Back then, Google, Bing, Yahoo, and Yandex worked together to create the standardized Schema.org vocabulary to enable website owners to translate their content to be understood by search engines.

Since then, Google has incentivized websites to implement Schema Markup by awarding rich results to websites with certain types of markup and eligible content.

Websites that achieve these rich results tend to see higher click-through rates from the search engine results page.

In fact, Schema Markup is one of the most well-documented SEO tactics that Google tells you to do. With so many things in SEO that are backward-engineered, this one is straightforward and highly recommended.

You might have delayed implementing Schema Markup due to the lack of applicable rich results for your website. That might have been true at one point, but I’ve been doing Schema Markup since 2013, and the number of rich results available is growing.

Even though Google deprecated how-to rich results and changed the eligibility of FAQ rich results in August 2023, it introduced six new rich results in the months following – the most new rich results introduced in a year!

These rich results include vehicle listing, course info, profile page, discussion forum, organization, vacation rental, and product variants.

There are now 35 rich results that you can use to stand out in search, and they apply to a wide range of industries such as healthcare, finance, and tech.

Here are some widely applicable rich results you should consider utilizing:

  • Breadcrumb.
  • Product.
  • Reviews.
  • JobPosting.
  • Video.
  • Profile Page.
  • Organization.

With so many opportunities to take control of how you appear in search, it’s surprising that more websites haven’t adopted it.

A statistic from Web Data Commons’ October 2023 Extractions Report showed that only 50% of pages had structured data.

Of the pages with JSON-LD markup, these were the top types of entities found.

  • http://schema.org/ListItem (2,341,592,788 Entities)
  • http://schema.org/ImageObject (1,429,942,067 Entities)
  • http://schema.org/Organization (907,701,098 Entities)
  • http://schema.org/BreadcrumbList (817,464,472 Entities)
  • http://schema.org/WebSite (712,198,821 Entities)
  • http://schema.org/WebPage (691,208,528 Entities)
  • http://schema.org/Offer (623,956,111 Entities)
  • http://schema.org/SearchAction (614,892,152 Entities)
  • http://schema.org/Person (582,460,344 Entities)
  • http://schema.org/EntryPoint (502,883,892 Entities)

(Source: October 2023 Web Data Commons Report)

Most of the types on the list are related to the rich results mentioned above.

For example, ListItem and BreadcrumbList are required for the Breadcrumb Rich Result, SearchAction is required for Sitelink Search Box, and Offer is required for the Product Rich Result.

This tells us that most websites are using Schema Markup for rich results.

Even though these Schema.org types can help your site achieve rich results and stand out in search, they don’t necessarily tell search engines what each page is about in detail and help your site be more semantic.

Help AI Search Engines Understand Your Content

Have you ever seen your competitor’s sites using specific Schema.org Types that are not found in Google’s structured data documentation (i.e. MedicalClinic, IndividualPhysician, Service, etc)?

The Schema.org vocabulary has over 800 types and properties to help websites explain what the page is about. However, Google’s structured data features only require a small subset of these properties for websites to be eligible for a rich result.

Many websites that solely implement Schema Markup to get rich results tend to be less descriptive with their Schema Markup.

AI search engines now look at the meaning and intent behind your content to provide users with more relevant search results.

Therefore, organizations that want to stay ahead should use more specific Schema.org types and leverage appropriate properties to help search engines better understand and contextualize their content. You can be descriptive with your content while still achieving rich results.

For example, each type (e.g. Article, Person, etc.) in the Schema.org vocabulary has 40 or more properties to describe the entity.

The properties are there to help you fully describe what the page is about and how it relates to other things on your website and the web. In essence, it’s asking you to describe the entity or topic of the page semantically.

The word ‘semantic’ is about understanding the meaning of language.

Note that the word “understanding” is part of the definition. Funny enough, in October 2023, John Mueller at Google released a Search Update video. In this six-minute video, he leads with an update on Schema Markup.

For the first time, Mueller described Schema Markup as “a code you can add to your web pages, which search engines can use to better understand the content. ”

While Mueller has historically spoken a lot about Schema Markup, he typically talked about it in the context of rich result eligibility. So, why the change?

This shift in thinking about Schema Markup for enhanced search engine understanding makes sense. With AI’s growing role and influence in search, we need to make it easy for search engines to consume and understand the content.

Take Control Of AI By Shaping Your Data With Schema Markup

Now, if being understood and standing out in search is not a good enough reason to get started, then doing it to help your enterprise take control of your content and prepare it for artificial intelligence is.

In February 2024, Gartner published a report on “30 Emerging Technologies That Will Guide Your Business Decisions,”  highlighting generative AI and knowledge graphs as critical emerging technologies companies should invest in within the next 0-1 years.

Knowledge graphs are collections of relationships between entities defined using a standardized vocabulary that enables new knowledge to be gained by way of inferencing.

Good news! When you implement Schema Markup to define and connect the entities on your site, you are creating a content knowledge graph for your organization.

Thus, your organization gains a critical enabler for generative AI adoption while reaping its SEO benefits.

Learn more about building content knowledge graphs in my article, Extending Your Schema Markup From Rich Results to Knowledge Graphs.

We can also look at other experts in the knowledge graph field to understand the urgency of implementing Schema Markup.

In his LinkedIn post, Tony Seale, Knowledge Graph Architect at UBS in the UK, said,

“AI does not need to happen to you; organizations can shape AI by shaping their data.

It is a choice: We can allow all data to be absorbed into huge ‘data gravity wells’ or we can create a network of networks, each of us connecting and consolidating our data.”

The “networks of networks” Seale refers to is the concept of knowledge graphs – the same knowledge graph that can be built from your web data using semantic Schema Markup.”

The AI revolution has only just begun, and there is no better time than now to shape your data, starting with your web content through the implementation of Schema Markup.

Use Schema Markup As The Catalyst For AI

In today’s digital landscape, organizations must invest in new technology to keep pace with the evolution of AI and search.

Whether your goal is to stand out on the SERP or ensure your content is understood as intended by Google and other search engines, the time to implement Schema Markup is now.

With Schema Markup, SEO pros can become heroes, enabling generative AI adoption through content knowledge graphs while delivering tangible benefits, such as increased click-through rates and improved search visibility.

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