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Chris Burns

Chris Burns CIO

Exclusive Blog Posts

How to Draw in Traffic With Video Marketing

How to Draw in Traffic With Video Marketing

After quickly rising to the top of the charts, YouTube has become one of the the most popular of any website online. It makes sense for any marketer to use…

5 Tips on Delegating Tasks to Underperforming Employees

5 Tips on Delegating Tasks to Underperforming Employees

No matter how carefully you hire or how well you manage your human resources, some employees simply don’t perform to the level you want them to. They…

Most Valuable Insight Finalist - Doug Van Sach

Most Valuable Insight Finalist - Doug Van Sach

Prioritize Your Prospects: Uncover Clues to Predict Who Will Buy Next Each year, the average customer test drives fewer vehicles. Given the fewer opport…

What to Expect as Driverless Cars Go Mainstream

What to Expect as Driverless Cars Go Mainstream

While the era of driverless vehicles is rapidly approaching, there is still a great deal of confusion and speculation regarding the full impact and the…

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

One of the keys to making a profit is the upsell. If you want to claim a heftier commission, upselling is a necessity. However, upselling is an art that sa…

Semantic Web And The Automotive Industry

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In this blog post I hope to show you the bigger picture of a semantically marked up web looks like and more importantly to you, why you should already be fully taking advantage of it today for your own automotive website. The Semantic Web, or Web 3.0 is considered to be the next phase of internet and it’s already happening all around us.

We hope to explain to you why the structured web is not a fad or a new buzz-word, but part of a larger movement that is the foundation for linking social signals, web development, search engine optimization, online reputation, paid search, and improved search engine usefulness in general.

What Is Structured Data?

In the past search engines have done their best to return results to users that have keywords matching the words they use to search. Yes it’s more complicated than that, but at it’s core this was the goal of search engines. They wanted to try to match words typed into their search engine with web pages that have similar words. The order of the results was basically the most authoritative site that had the words on them matching the words being searched.

Search engines have come a long way and are getting more aggressive than ever in their quest to return the best results based on what they think the meaning behind the search words really is (The intent of the search). Search engines want to try to comprehend the context and meaning of the keywords entered into their search engine and now they want to provide results that best match the answer to the question (sometimes answering the question right in the search results in addition to providing linked pages in the search results) and keywords entered into their search bars.

The schema.org project was created in 2011 to expand upon the RDFa (Resource Description Framework in Attributes) work begun by W3c Semantic Web Activity (World Wide Web Consortium). On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure. A properly marked up website utilizing a microformat from schema.org will allow machines to easily read and relate data. This allows not only search engine spiders but also assisted machine readers for visually impaired individuals to better navigate and understand the content on the website.

By utilizing structured markup on your website you can help the search engines to better understand the content of your website in much greater detail than ever before. A properly marked up website will give search engines all of the information they need to be confident in knowing if your content will answer those questions that people are entering into their search engines. This confidence is all part of the authority you want to build on your website by hitting all the marks in the complicated search engine algorithm.

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