If you’ve been using Google a lot
recently you might have noticed that there have been some recent
changes in the search engine designed to provide users with more
meaningful results. The change allows Google to present the user with
a small box containing tidbits of useful information.
Search “third largest cat,” for
example, and Google tells you, in a small box above every other
result, that it’s the jaguar. Search “how to cook pasta,” “how
to make buttermilk,” or “how to boil eggs” and the search
engine presents you with a recipe.
This change is an expansion of
Google’s Knowledge Graph, which already shows you places of
interest when you search for “things to do in [name of state here]”
and gives you a short summary of a topic if it is available on
Wikipedia, such as if you search for “Vincent van Gogh.” This
most recent change draws heavily from an Internet marketing technique
called structured markup.
Structured markup is a set of markup
protocols embodied in the microdata specification in HTML5. In
essence, it allows search engines to harvest data from webpages by
categorizing specific parts of it, hence giving it structure. This
structure is then read and analyzed by search engines, which present
the data on search results pages.
Experts agree that structured markup
is the future of Internet marketing and SEO, and will see increasing
use by search engines. To stay ahead of the competition, be sure to
employ structured data on your webpages today.
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