Why is semantic search marketing important today? This brief overview answers what is semantic search, why is it important to act now, the visual outcomes of adopting it, and how you can get started.

1. Semantic Search Marketing
More Clicks. More Impressions. More Business
Martha van Berkel
co-founder, Hunch Manifest
martha@hunchmanifest.com

2. Agenda
● Situation
● Urgency
● Results
● Value Proposition
● Process
● Next Steps

3. Definition
What is semantic search marketing?
Semantic search seeks to improve search accuracy by understanding searcher
intent and the contextual meaning of terms” Wikipedia
What is schema.org?
A vocabulary which explicitly tells search engines about your business, content,
social media profiles, products and reviews, so search engines can better
match your content with relevant queries.

4. Situation
SEO is Fundamentally Changing….and FAST
● In 2011 Google, Yahoo and Bing co-created a semantic search standard to
better match user search intent with content on websites
● 1 in 5 searches have “rich snippets” (Products, Reviews, Price, Answers,
Events, Details)
● Results with Rich Snippets get up to 30% more click throughs
● 31.3% of websites use structured data
● Local Business Knowledge Panel results from structured data - Reserve/Order
● Social media & mobile use semantic markup to fully leverage their features
● Contributes to organic search results

5. Major Sites with Structured Data
acm queue, 2015

6. Why does it makes sense to act now?
● Structured Data is a Strong Contributor to SEO
○ Increase search rank up to 4 positions
○ Increased Organic Traffic
○ Increased Business Intelligence
○ Increase click-throughs by 30% for Rich Snippets
● Semantic Marketing is not going away, it’s accelerating
● Low adoption across brands provides opportunity to
differentiate
Schema.org releases ‘12-’15

7. The Results
What Semantic Search Marketing Looks Like After you Deploy
● Move the buy now button into search results
● Highlight location information in search results with order or reserve now actions
● Highlight online reviews in search results
● Control your branding in social media shares
● Showcase customer support numbers & social media links in search results
● Increase your search real estate with company and executive information
● Insert event details and video content into search results
● Add Actions into Email

8. Local Business Information in Search
Add order or reserve now actions to increase sales
On December 5th, Google announced when loal
businesses use schema.org code for their location
information they will use it to build a special graphical
knowledge panel for the business in organic search.
➔ Ability to reserve and order directly in search
➔ Single and Multi Location Business knowledge
graph
Manage your location information your webpage
instead of Google My Business

9. Stand out in Search
Rich Snippet Examples
Products
Videos
Events
Articles

10. Get more Real Estate in Search
Knowledge Graph

11. Add Actions on Mobile
Engage your clients on email
Email View Order Email Track Order Search Result View in App

12. Search box & contact numbers in results

13. Value Proposition
Why should you use the Schema App platform for managing your structured data?
DELIVER MORE VALUE TO YOUR CUSTOMERS
● Proactively keep clients on the forefront of search engine recommendations
● Automate business rules to apply client director knowledge at scale
● Accurately measure and understand impact of structured data deployments
INCREASE YOUR MARGINS & PRODUCTIVITY
● Scale schema.org adoption with minimal use of a development team
● Enable marketers to manage schema.org without the need to be an expert
● Reduce number of hours to implement and manage schema.org across client sites
REALIZE FULL VALUE OF STRUCTURED DATA
● Increase accuracy in schema.org implementation
● Fully utilize schema.org opportunity in SEO
● Discover new structured data opportunities and perform inferences

14. How it works - more than consulting
7 Modules: Editor, Business Rules, Graph Database, Bulk Upload, Schema.org Model and API
1. Client provides their data
model through bulk upload
2. Data is mapped against
Schema.org using expert
consulting
3. JSON-LD code is created
for each page
4. Website queries cache
through API, Google Tag
Manager or Wordpress
Plugin for structured data
(JSON-LD) for specific
page#1
#2
#3
#4

15. Structured Data Process
1. ID Desired Outcomes & Strategic Focus
2. Develop Proposal
Identify key pages to optimize. Identify strategy for pages (template vs individual
markup). Estimate time.
3. Analysis
Identify the specific markup for each page, getting as specific as possible
4. Implementation & Testing
Implement template or JSON-LD markup using Schema App tool. Review for
errors in Google Structured Data Testing Tool.
5. Measure Outcomes
Google Search Console Report to show coverage and errors. Use Google
Analytics with Schema App Integration for custom dimensions and metrics.

16. How can we help you get started?
Training
● SEO Team: strategy development, analysis & implementation
● Sales Team: Value Proposition, results
Coaching & Support
● Review Strategies & Implementation
● Support Community & Ad Hoc Consulting
Comprehensive Tools
● Schema.org authoring, editing, and deployment
● ROI and Performance Measurement Tools
● Integration with Wordpress, Google Tag Manager and APIs

17. Questions?