Why you need to Schema now, not later

Last week I came across a great thought-provoking article by Carrie Hill on Search Engine Land outlining a few underutilised ways of implementing schema.

Much of the article was technical common sense until I read the words: Schema Now, Not Later.

Anyone that has read my previous posts on Econsultancy (especially those on the Knowledge Graph) will know of my love of all things structured, which is why it was such a joy to hear others lauding the virtues of schema.org mark-up.

Why your brand needs ‘organisation markup’

Google recently released a blog post outlining how Schema.org organisation mark-up can be used as a way for publishers to tell Google which preferred logo they’d like to appear against their search results.

This had previously been available to brands on Google+ but its availability has been extended following a shift in behaviour by the search engines to try and display this information in a completely new way.

Search and the hidden elements of design

inside the towerThere’s been a lot of talk of late about the interaction of design and search. And with good reason. Much of what Panda was designed to look at includes design-centric elements.

Mobile SEO features design as one of it’s main components, and going forward in to the future, there’ll be more emphasis (one would suspect) on Google pushing up sites that deliver great user experience on a broad range of form factors over those which don’t.

However, if we consider design as the presentation, interface functionality and ordering of the elements of a user interface, then we’re potentially missing something.

While historically we’ve simply concerned ourselves with designing for users, and letting spiders pick up the content that we generate from the HTML on the page, we’re now entering an age where we’ll be creating and curating two sets of content: one visible to humans, and one marked up for machines.