This continues the analysis presented in the MicroData Not Ready For Primetime article previously published. Here, I break down the MicroData hierarchy into three levels so marketing professionals can review each category to see what value it can bring to future marketing, content and SEO initiatives.
When you look at the type schema you see close to 300 metadata elements that can describe various entities (called Things here).
There is lot of specificity in a few categories such as Local Businesses, Civic Structures and Events. Two of these categories have real implications for local and mobile SEO because of the richness of the metadata.
If you are in the search engine business, the functionality in the Microdata specification sponsored by Google, Yahoo and Bing is a very attractive way to theoretically improve search results.
Enterprise search engines are well-versed with named entity extraction tools and techniques, which is how this information has been generated in the past decade.
The major search engines are essentially telling content providers that if they name all their entities in their content, they can do a better job of extracting meaning from them to help improve search results. This is a win-win proposition, right? Maybe!
It is no surprise that the high-level Social Media search traffic is focused on advertising and marketing needs. With a combination of a little over three million searches a month, the Marketing/Advertising search traffic is overshadowed by the ten million informational searches that sometimes ask questions, but are mostly vague in nature.
This analysis of AdWords data suggests that business people are really still trying to learn and sort out what Social Media is all about. But when you look specifically at user intent, you can plainly see what aspects are important to them. Consider the intent in following categories of behavior.
It’s a great time to start a company. Incubator labs are springing up all over the place, sponsored by venture capitalists and universities. Universities are teaching entrepreneurial skill, and have programs to sponsor student startups. Massive layoffs over the past two years have forced new college graduates, and experienced former employees to strike out on their own.
The emergence of social media and mobile platforms are providing thousands of start-up opportunities, and you can see them showcased at “network and launch” events such as the Web Innovators Group and Mass Innovation Nights. Most of these start-ups will start life as virtual companies, but at some point they will have to lease space, and acquire office furniture for their growing company.
It’s spring, and garden centers everywhere are getting ready to service the needs of home gardeners and small landscaping services. Garden center search traffic is similar to Christmas retail search traffic in that the majority of the searches occur during three or four months of the year, peaking in June and falling off dramatically for the rest of the year.
With such a short window of opportunity, what is the best way to exploit this traffic? The answer: understand how consumers search for your products and services.