How to Leverage Schemas to Drive SEO Performance & Voice Search

The search landscape is ever-changing. Brands and marketers need to catch up and seize the emerging marketing opportunities available today.

Want to know what strategies your business can leverage to be at the forefront of this change?

On July 24, I moderated a sponsored SEJ webinar presented by Milestone’s Michelle Robbins, Christi Olson of Bing, and VMWare’s Punnyatowa Ghosh.

They discussed top search trends, schemas, and how voice search is impacting online opportunities today and beyond.

Here’s a recap of the webinar presentation.

Search engine results pages

Over the past years, we’ve seen how mobile and screenless devices are changing search and search behavior.

In just the past decade alone, we’ve seen search transform from being text-input-driven and focused on keywords to being voice-driven and focused more on natural language and conversations.

With the growth of mobile usage and the adoption of voice interfaces, the implication for voice search is specifically to deliver the single right answer.

So how do we and our clients become that single right answer?

One of the strongest indicators for getting that prime placement involves schema.

What Is Schema?

Schema is structured data markup that enables search engines to understand the context of your website content. The full spec can be found at the site.

The schemas are a set of “types,” each associated with a set of properties. The types are arranged in a hierarchy.

The core vocabulary consists primarily of:

  • 614 different types.
  • 905 properties.
  • 114 enumeration values.

Because there are so many types and properties, you need to understand which can be leveraged with the content you or your client publish.

Schemas have a significant impact on SEO and voice search devices such as Google Home, Cortana, Alexa, and Siri.

Impact of Schemas

For SEO, the impact of schemas is usually in rich snippets, featured snippets, and Position 0 rankings.

Impact of Schemas

Schema organizes and structures information on the website to relate entities to each other…


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