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Jared Hamilton
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Chris Burns

Chris Burns CIO

Exclusive Blog Posts

10 Things in Sales that will Never Change

10 Things in Sales that will Never Change

Here is my take on 10 things that will never change in Sales.  When you have a clear understanding of how these 10 things work, you'll undoubtedly…

Are You Selling Service Contracts in the Lane?

Are You Selling Service Contracts in the Lane?

Several dealers reported record months in the service drive. With a record number of RO’s hitting the lanes each day, it is a gold mine for selling s…

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

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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