Keeping up with SEO trends: Schema markup and unique content

For many years, businesses have acknowledged the importance of Search Engine Optimisation (SEO) to boost online visibility, but this tactic has gone through rapid changes just to keep up with search engines’ constant algorithm updates. Some SEO moves from the past may not be suitable for today’s strategy - including link building activities, keyword stuffing and ‘abusing’ the anchor text. These techniques from the past are considered “unnatural” now and might get your website in trouble with penalties from search engines.

Maintaining a website with a good ranking is not easy. Businesses must keep up to date with the latest industry trends and comply with search engine rules. Thankfully, we have put together two of the latest trends: Schema Markup and quality/unique content, and some tips and tricks to get your website to the top of Google’s list. 

Schema Markup

Schema.org is a result of Google, Microsoft and Yahoo’s collaboration, intended to improve the web by creating a common vocabulary for describing data. The Schema Markup is a semantic vocabulary in microdata format, which can be put in HTML pages and help search engines read and interpret data on your site to show relevant and informative results to users.

Here’s an example from Google Webmaster:

If a hotel marked up events on their site, the next time Google crawls it, the event data will be available for rich snippets on search results pages:

Schema Markup is not a “black hat” or SEO dirty trick, it is one of the best practices to make it easier for search engines to find and show your content. It can mark up all kinds of items, including creative works, events, organisations, personalities, places, products and more. A full list can be seen here.

Creating original content is becoming more important than ever.

Search engines are focused on providing great experiences to users. They make sure that when people conduct research, the most relevant results will be on the first few pages – or let’s be honest, the very first - of the search engine results pages (SERP). And with the latest algorithms, duplicate or poor content will not perform better compared to unique items. 

Through social media, people today hold the power to make content viral in a snap by sharing links organically. This means headlines and titles should be fit for social media consumption. Write as if you are talking to your readers and not for search engines, as authenticity is key. And make it concise, because your audience’s time is precious, and having content that is too time consuming may hurt your website’s bounce rate.

As the digital world becomes more sophisticated and search engines continue to evolve, businesses must keep up. Evaluate your strategy regularly and learn to adapt to quick changes in the industry and your successes should make page one!

by Shiena Combalicer, Digital Marketing Advisor, Isentia
In Insights.

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