Marketing to machines - Speaker Deck

Marketing to machines

by Jono Alderson

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@jonoalderson Marketing to machines Jono Alderson Head of SEO @ Yoast

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@jonoalderson Brand > Machine > Human(s)

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@jonoalderson (part of) The answer is structured data

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@jonoalderson

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@jonoalderson Strategy

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@jonoalderson Things will continue to change

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@jonoalderson It will impact multiple surfaces

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@jonoalderson They’ll choose what not to show

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

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@jonoalderson Your website, their database

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@jonoalderson (pause)

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@jonoalderson …or pay more for advertising

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@jonoalderson Tactics

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@jonoalderson

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

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@jonoalderson

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@jonoalderson

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

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@jonoalderson

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@jonoalderson

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@jonoalderson

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@jonoalderson

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@jonoalderson This is as far as most people get

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@jonoalderson What if this recipe is on a webpage?

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@jonoalderson

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@jonoalderson What if this recipe is in an article?

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@jonoalderson

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@jonoalderson

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@jonoalderson

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@jonoalderson Complex structures are hard to test, visualize & comprehend

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@jonoalderson What we’re starting to create is a graph.

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@jonoalderson Doing this wrong creates nonsense

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@jonoalderson Yay!

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@jonoalderson Nope.

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@jonoalderson Their have arbitrary, inconsistent, stupid rules

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@jonoalderson They parse the graph with arbitrary rules

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@jonoalderson

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@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