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How to Manage your Brand for the Machine Channel - State of Search

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Martha van Berkel presents how we have lost control of our brand as the machine channel emerges and customers get the data they need in search results, voice search, or platforms like Google Home. Learn how to manage your knowledge graph and overcome the biggest challenges doing schema markup by taking a new approach.

Published in: Technology
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How to Manage your Brand for the Machine Channel - State of Search

  1. 1. Schema Markup from A-Z for the Non Developer Martha van Berkel Co-Founder, Schema App
  2. 2. @marthavanberkel
  3. 3. @marthavanberkel
  4. 4. @marthavanberkel
  5. 5. @marthavanberkel People are interacting with data, not websites
  6. 6. @marthavanberkel ?
  7. 7. @marthavanberkel Take control of your brand
  8. 8. @marthavanberkel Speak to machines...
  9. 9. @marthavanberkel Queen’s University & MIT Applied Mathematics & Engineering deathPlace Member of Alumni alumniOf founder makesOffer owns nationality
  10. 10. @marthavanberkel Take control back with Schema markup
  11. 11. @marthavanberkel
  12. 12. @marthavanberkel
  13. 13. @marthavanberkel Rich results Click through rates Quality of traffic Customer engagement
  14. 14. @marthavanberkel
  15. 15. @marthavanberkel
  16. 16. @marthavanberkel
  17. 17. @marthavanberkel Customer story
  18. 18. @marthavanberkel Marketing strategy... NOT code
  19. 19. @marthavanberkel
  20. 20. @marthavanberkel subjectOf brand isSimilarTo memberOf subjectOf areaServed
  21. 21. @marthavanberkel Marketers have a new job building knowledge graphs
  22. 22. @marthavanberkel
  23. 23. @marthavanberkel Focus on strategy… automate everything else
  24. 24. @marthavanberkel Customer story
  25. 25. @marthavanberkel Step # 1 Important Things
  26. 26. @marthavanberkel
  27. 27. @marthavanberkel Step # 2 Define Relationships
  28. 28. @marthavanberkel subjectOf brand isSimilarTo memberOf subjectOf Wikipedia: Losing Chase sameAs Wikipedia: Austin Healey sameAs Wikipedia: Dallas areaServed
  29. 29. @marthavanberkel
  30. 30. @marthavanberkel Step # 3 Map Google Features
  31. 31. @marthavanberkel subjectOf brand isSimilarTo memberOf subjectOf Wikipedia: Losing Chase sameAs Wikipedia: Austin Healey sameAs Wikipedia: Dallas areaServed Texas Healey Roundup 37 Ratings review organizer
  32. 32. @marthavanberkel
  33. 33. @marthavanberkel Challenge # 1 Maintenance
  34. 34. @marthavanberkel 44 updates since January 2017
  35. 35. @marthavanberkel Manage the “things” in your knowledge graph
  36. 36. @marthavanberkel
  37. 37. @marthavanberkel Challenge # 2 Showing value
  38. 38. @marthavanberkel
  39. 39. @marthavanberkel
  40. 40. @marthavanberkel
  41. 41. @marthavanberkel Business intelligence = Semantic analytics
  42. 42. @marthavanberkel
  43. 43. @marthavanberkel How do you measure analytics of the machine channel?
  44. 44. @marthavanberkel Challenge # 3 Scale
  45. 45. @marthavanberkel Scale is hard for non-developers
  46. 46. @marthavanberkel
  47. 47. @marthavanberkel
  48. 48. @marthavanberkel
  49. 49. @marthavanberkel
  50. 50. @marthavanberkel Customer story
  51. 51. @marthavanberkel Business intelligence Onsite search Competitive research Content strategy
  52. 52. @marthavanberkel
  53. 53. @marthavanberkel Take control of your brand's knowledge graph
  54. 54. @marthavanberkel Start with strategy, automate the rest
  55. 55. @marthavanberkel
  56. 56. @marthavanberkel Email: martha@schemaapp.com twitter: @marthavanberkel

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