what every marketer needs to know – WAU
If you are looking for success as a marketing professional, you are certainly honing your skills in producing content for the internet, right? After all, inbound marketing is already achieving high levels of profitability. Especially thanks to the use of structured data on your pages. Well, if you don’t know that term, don’t worry! […]
If you are looking for success as a marketing professional, you are certainly honing your skills in producing content for the internet, right?
After all, inbound marketing is already achieving high levels of profitability. Especially thanks to the use of structured data on your pages.
Well, if you don’t know that term, don’t worry! We are here just to talk about him.
First, what characterizes data as “structured”? Simply put, they are those markings that lie behind the attractive design, graphics and the text of a page. They are a way to highlight certain aspects of your content, with tags, links and descriptions.
As the search engines work not only with content, but also with the source code of the sites, this data can be read and used as a parameter in searches.
They can then be displayed as extra descriptions to the user via rich snippets (we’ll talk about them in a moment).
It may seem like just another effort to please the machine, which is not entirely untrue. But the result of this goes beyond a search robot.
This structure helps in building the Big Data of your business, improves the IF THE of your content and facilitates search for the user.
Too much to absorb at once? So, let’s slow down and look at those aspects a little more closely.
Big Data structured data
It is almost impossible to keep up with the amount of new information that appears on the internet. And even if you can determine it, in 1 second your statistics will be obsolete.
Hence the need to try to put everything under the same lens, through the concept of big data.
What is Big Data?
As a quick explanation, it is about a large set of data that can be accessed remotely through the world wide web.
Let’s say you want to gather all the reviews done on your product before planning a campaign. Then you search for the Big Data of the item in question and put everything in a more readable, easy to understand pattern.
From all this, you can start a more careful analysis, looking for correlations between the internal and external data of the company.
What is the role of structured data in Big Data?
Well, if there are 2 things that computers love are organization and markings (which serve to organize).
And these are 2 great qualities of this type of information: with standardized markers for certain types of content, it is much easier for your system to process them and deliver a more “elegant” analysis.
In addition, these parameters also facilitate correlation with unstructured data, which are generally new standards or underused formats. After all, it is easier to classify new goals when you already have a benchmark.
Another advantage of structured loans is the possibility of generating new insights and find sales opportunities.
In the marketing world, specifically, that means find high potential audiences, learn how to improve the shopping experience and find more efficient automation solutions.
Structured data and SEO in content production
Creating blogs, videos and other forms of content are in vogue in the world of digital marketing. And for good reason: best cost-benefit and highest customer loyalty index are just a few examples.
If your company doesn’t have a content channel, it’s time to create one!
How can a data structure contribute to SEO and content creation?
First of all, you must remember that these practices are not only to please Google, but also to facilitate the work of those who do the research.
A successful search is one that takes the user to the information he was looking for as quickly as possible. So, the more efficient the machine filter is, the better.
However, there is no literary critic for each page of fanfiction not an astrophysicist for every top 10 trivia about the universe. The computer works with quantified information, which includes structured data.
How to use multiple markups?
Here it is worth explaining what are markups within the world of marketing.
This term is applied in the economy to indicate how much the price of a certain product is above its cost of production and distribution. It means a difference between the cost of a good or service and its selling price.
But in marketing, it is used to refer to a series of bookmarks that can be read by search engines and that mean “that information has meaning”.
Since we are drawing a parallel, we can say that the 2 applications refer to the value of something. In our case, the value that that information will have for the user.
Some examples of markups are:
- tags or bookmarks;
- audio or video content;
- and locations linked to the texts.
To use these features correctly, you must know the Schema, which is a type of “markup dictionary” that search engines use. Basically, it is the set of pieces that form the structured data as we know it (that is, a type of big data).
How to generate personalized results?
And what do search engines do with all this SEO effort? They generate a personalized survey!
Do you remember the rich snippets? They are a type of more detailed description of your page and content, not just a snippet of some excerpt that contains the search keywords.
If you have structured your page correctly, search engines will display the information you have highlighted instead of a more general meta description or part of your text.
The result is that the user will know what to look for before clicking. Rich snippets and markups are not currently required by Google, but indirectly, increase the rate of organic accesses, which are much more relevant to your page.
And, like anything that improves the quality of searches, expect it to become a requirement at some point.
Now that you understand better how structured data works, it’s time to put these techniques into practice!
Want more tips to improve the quality of your content? Then see our post on External Links and its effects on the content of your website or blog!