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Marketing to machines

Marketing to machines

As marketers and advertisers, we spend time and energy crafting our content, ads and messaging. We try to convince people to believe our stories, prefer our brands, click our listings, engage, and convert. But people are only part of our audience. Increasingly, they’re not even the most significant part. Maybe they’re not even the most important part. Because to reach those people – to gain access to an audience and a market – we need to first convince systems, search engines, and social sites that our brands and our content are a good fit. We need to market to machines.

Schema.org gives us access to a rich language for doing that, but barely anybody’s going beyond the basics. They’re chasing rich snippets and fancy search results but missing the bigger picture. You’ll need to level up your structured data game, to access tomorrow’s markets. You’ll need to understand how to visualize connected data, build sophisticated entity graphs, and think like a search engine.

Jono Alderson

April 05, 2023
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  1. @jonoalderson
    Marketing to
    machines
    Jono Alderson
    Head of SEO @ Yoast

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    Brand > Machine > Human(s)

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    (part of)
    The answer is
    structured data

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    Strategy

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    Things will continue
    to change

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    It will impact
    multiple surfaces

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    They’ll choose what
    not to show

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    You have to be a good fit,
    before you can access an
    audience

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    Your website,
    their database

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    (pause)

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    …or pay more
    for advertising

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    Tactics

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    “You should only put your
    ‘organization’ schema on your
    homepage or ‘about’ page”

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    You must describe all of the
    things (on a page), and all
    of their relationships.

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    This is as far as most
    people get

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    What if this recipe is
    on a webpage?

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    What if this recipe is
    in an article?

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    Complex structures are
    hard to test, visualize &
    comprehend

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    What we’re starting to
    create is a graph.

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    Doing this wrong
    creates nonsense

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    Yay!

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    Nope.

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    Their have arbitrary,
    inconsistent, stupid rules

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    They parse the graph with
    arbitrary rules

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  61. @jonoalderson
    Mariya Moeva
    Product Manager
    Ryan Levering
    Search advocate/engineering
    Dan Brickley
    Schema.org (standard)
    Richard Wallis
    schema.org (website)
    Kayla Hanson
    GSC reports (and docs)?
    Alex Jansen
    Shopping / Merchant Center
    William Leszczuk
    “Search”
    Ryan Levering
    Parsing & rich results
    Martin Hepp
    Independent Consultant

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    So what?

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    It’s about
    CONTROL

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    E-E-A-T
    …is the relationships

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    Brand > Machine > Human(s)

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  68. @jonoalderson
    Thanks!

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