How to Use Schema Markup to Improve Your Website’s Structure

Just like when I first watched The Matrix, when I initially heard the term “schema markup,” I was intimidated by the technical know-how I felt I needed to understand it. However, just like the movie, understanding schema markup isn’t as difficult as you might think. As a marketer, schema markup is important because you want to make it as easy as possible for search engines to crawl your website. The easier it is for Google to understand your site, the higher in search engines your website can appear. Below, let’s review what schema markup is, where to add it, and…

The Beginner’s Guide to Structured Data for Organizing & Optimizing Your Website

It’s Friday afternoon, and your team is jonesing for Happy Hour. For the last few weeks, you’ve been going to the same ol’ bar by your office, so you decide it’s time to try something new. What do you do? Step outside and walk around until you find a new spot? No, you hop on Google and let it conduct the search for you. Your ideal post-work pub is nearby, open right after work, and offers a few gluten-free options so your entire team can partake. You plug these criteria into Google, and you’ve got three viable options at your…

Most marketers think being data-driven means using web metrics to inform every decision they make. But that’s not actually being data-driven. That’s being Google Analytics-driven. To truly be data-driven, we must remind ourselves of the actual definition of data — all types of information. One of the most insightful types of information is qualitative data or unstructured data. It can reveal your customers’ true opinions and feelings toward your brand, which is challenging to extract from quantitative data or structured data. Even Jeff Bezos, the CEO of Amazon, is a passionate proponent of using qualitative data to drive strategy. “The…