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Schema Strategy – How To Get More From The SERPs [Podcast]

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Schema Strategy - How To Get More From The SERPs [Podcast]

Do you want to get more from your SEO efforts, boost your marketing strategy, and drive more traffic?

Then, you want to take a look at schema strategy.

Martha van Berkel, CoFounder and CEO of Schema App, joined me on the SEJ Show to share tips on what works great with structured data and what to watch for in the future.

To achieve that beautiful result, you must translate your content into the language of search engines. So that language is schema.org. Schema org is a vocabulary. And I often describe it, like, I speak French, so it’s like French or Italian. And it describes all these different ways that you can explain something.–Martha van Berkel, 06:50

So structured data enables rich results, using the language of search engines and code to translate your website into this language to achieve these rich results. And the rich results are those enhanced results in search. So you see stars, FAQs, an image, a video, a carousel, and availability.–Martha van Berkel, 06:07

With structured data, it needs to represent what’s on the page, and this is important to know whether you’re an enterprise or whether you’re in a smaller organization.–Martha van Berkel. 10:09

[00:00] – A little about Martha.
[05:41] – How internet connectivity differentiates from schema.
[09:56] – How important is marking your site to reflect the actual content?
[11:55] – Why schema drift is important.
[15:30] – How important is it to match up the signals that Google’s reading?
[18:30] – What are the measurable aspects of stretch grid data?
[23:09] – Workarounds that are not dependent upon others for implementation.
[26:58] – ​​Challenges of scaling schema data for enterprises.
[30:06] – What Martha sees in the market right now.
[36:12] – Two reasons to do structured data.
[38:48] – Where’s a good place to start your site on schema?
[42:48] – Other happenings in the product, PDP page, schema & market world.
[54:22] – Does Martha recommend schema markup for privacy policy terms and conditions?

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Resources mentioned:
Schema App – https://www.schemaapp.com/

Google wants you to be specific and enjoys you to be answering that particular question naturally. Therefore, your markup should be clear. –Martha van Berkel, 14:04

Look at the video schema if you have a video on your product or PDP pages.–Loren Baker, 52:00
​​​​
As we go into a recession where people are cutting costs, I think structured data is one of those strategies that can do that. You can very easily correlate the work you’re doing and the investment you’re making to results.–Martha van Berkel, 12:40

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Martha van Berkel:

High-energy entrepreneur, Martha van Berkel, has a proven track record of bringing ideas to life. As founder and CEO. of Schema App, she helps companies harness structured data’s power. By connecting the dots and taking action, she helps teams and businesses succeed.

In addition to being the face and voice of Schema App, she is an expert in creating and defining new markets, onboarding customers, and getting them excited about opportunities.

Martha spent 14 years at Cisco as an intrapreneur, product manager, manager, and program manager. She has seasoned leadership skills and a great knack for simplifying complicated technology!

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Connect with Martha on LinkedIn: https://www.linkedin.com/in/martha-van-berkel/
Follow her on Twitter: https://twitter.com/marthavanberkel

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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Decoded Headless CMS & SEO

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Decoded Headless CMS & SEO

What is headless CMS? Why are more companies looking into it nowadays?

Powered by greater flexibility and scalability, it might be the next generation of content management systems.

Lidia Infante, Senior SEO Manager at Sanity.io, joined me on the SEJ Show to explain how headless CMS works and how it can be particularly beneficial for ecommerce businesses.

I don’t have to build every page. I create the content in a core database, a central source of truth. And then, I deploy it following a template.–Lidia Infante, [16:00]

I think there’s a little bit of a misconception about headless. A lot of people out there, the conversations I’m having with people that are not tech SEOs is they feel that just utilizing a headless means that it’s automatically going to be faster, quicker, and a better experience. –Loren Baker, [25:15]

For most ecommerce sites, I would recommend going with a headless solution, especially if you’re on a direct-to-consumer side with a big brand.–Lidia Infante, [45:09]

[00:00] – Lidia’s background.
[10:36] – What is headless CMS & how is it helpful?
[17:20] – Do you build from scratch in a headless environment?
[22:00] – Are headless CMS quicker?
[26:00] – SEO optimizations in headless.
[31:30] – Other benefits of using a headless CMS system.
[36:00] – How well does AI content rank in it?
[39:52] – Where does Lidia see headless going in the next four to five years?
[44:45] – What kind of business should look into headless CMS?
[49:59] – How important is JavaScript?

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Resources mentioned:
https://www.sanity.io/shopify
https://www.sanity.io/sej – Free boosted Sanity plan for SEJ readers
https://www.dangler.co.uk/

Regarding SEO and other stuff you can do, I think the main pain point that Headless solves is content velocity.–Lidia Infante, [28:00]

Headless CMS can guide you a little bit more when it comes to optimizing web performance. Different headless CMSs will help you achieve amazing core web vitals differently.–Lidia Infante, [26:19]

B2C brands need to ensure that the experience they provide on their website is not the typical ecommerce experience of title, product, picture, price, and description. It’s more similar to the experience they can provide in a shop. –Lidia Infante

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Lidia Infante:

Lidia Infante is a consultant, writer, and speaker who has been working to help businesses grow their reach through SEO in European markets, the US, and Australia.

She got her start on the business side of things through psychology, allowing for organic growth strategies that are now driving ecommerce sites’ success!

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As part of her passion for SEO, she enjoys regularly participating in podcasts and webinars in the SEO community. She writes about international strategy, digital business, and women’s rights on her website.

Connect with Lidia on LinkedIn: https://www.linkedin.com/in/lidiainfante/
Follow her on Twitter: https://twitter.com/LidiaInfanteM
Visit her website: https://www.lidia-infante.com/

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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