They’re not going to go out and find that Dr. Brown has degrees from four different colleges. They’re not going to go out and find that Dr. Brown is associated with two different hospitals and three different clinics, and he does charity work for XYZ. Within the SEO space, Terry is, at least in my mind, Terry you do a ton of stuff of course, but is the schema expert. Something we really haven’t talked a ton about on this show yet is a schema. We’ve referenced it, and we got a ton of questions about it. So we thought, “Who better to bring on than Terry.” We use Terry for schema.
So, all the different things you can do to that through schema. Yeah, what we’re going to show you guys is going to be pretty crazy as we go through this thing. Let’s say for instance Dr. Brown specializes in back surgery, so our back pain. So under back surgery there might be three or four different types of back surgery that Dr. Brown does. So, Google’s also getting a way to crawl pages from schema that otherwise there might not be a link to down in the body of the text.
I’ve learned personally a ton of stuff from Terry through his teachings and his speaking. I’m super excited to have you on, Terry, to teach the people, to start digging into schema, and crack this one open. It’s definitely a bit more mysterious than your typical SEO stuff. High-quality content is king – create content with the user in mind. Search engines use machine learning to interpret which content is most compelling to their users. By working together, you can create a better experience for users to find the information relevant.
The more your content solves the challenges of your ideal audience in a medium they need, the more your efforts will be rewarded with visibility. The second is to have content for each in different formats. Whichever you choose, you need to make sure your strategy accounts for the user intent of whoever comes to your website. First, you can create content that appeals to all of them. While it is more economical, it can also be more difficult to achieve based on how varied their needs, expertise, and what their driving factors are.
I get to have two different schemas at two different levels. In order for the power of this stuff to work, you need to go out and find that stuff. When you start putting in all the different variables for Dr. Brown and schema, he started out at Scottsdale Community College.
Videos, downloads, product lists, and images all have an important place along with text in fulfilling user intent. Remember, searches are no longer being conducted solely from a desktop computer. In fact, mobile devices now account for 53.3% of all searches. A website that ranks well will likely give a definition, an overview of NASA’s history, plus their latest developments. In addition to a positive user experience and helpful content, meeting user intent is essential for any strategy. Take some time to get insights into customer experience and behavior on your website. Data can provide you with valuable insights into where customers seem to gravitate and where they quickly abandon your website.
That kind of gives you an idea of the different things you can do on a broader sense of schemas. There’s two things that I love about schema on the technical side is, one is that I can stack schema. Stacking schema means that you would have a medical clinical schema for Dr. Brown, but then you’d also have a physician schema for Dr. Brown.