Structured data markup can improve search visibility, yet few websites use it. Columnist Derek Edmond provides tips for B2B marketers on how to get started.
In a Searchmetrics report earlier this year, Schema.org – U.S. 2014: Rich snippets with HTML Microdata and RDF, it was revealed that while less than 1% of all domains researched had schema.org integrations present, almost 41% of keyword search queries contained a result snippet derived from schema.org markup.
More importantly, domains with schema.org integrations had significantly higher SEO visibility scores than those domains that did not include them.
Even with these findings, B2B marketers might remain skeptical, given that the most popular examples of schema.org integrations tend to be more consumer oriented. TV Reviews, Product Ratings, and Recipes are popular examples, but these obviously have a greater impact in the B2C space.
But, there is hope for B2B SEO, as well.
In this column, I will discuss 20 schema.org integration opportunities for B2B search marketers, organized by broader topics and how they can impact online marketing goals and objectives.
Note that this column reviews concepts and opportunities. If you’re looking for specific code references, BuiltVisible has a nice blog post detailing markup examples. Some of the links I provide to schema vocabularies also contain examples.
