26 JUL 2019 · Martha van Berkel, CEO at Schema App has the opportunity to talk with Arnout Hellemans. Int he conversation, Arnout shares his perspective in starting with an 'outside-in' approach to understand how consumers are searching what you offer. Then he shares how you can make that information discoverable, indexable and serviceable by search engines with schema markup (aka structured data). Pick up some cool tips on: •How to think about providing content from the consumer's perspective •Validating that the answers represented by your company in search reflect your intent •When to use FAQ schema markup, depending on your goals •How to make the most of "AreaServed" schema markup together with geo-location, and wiki descriptions to attract consumers by locality. Find Arnout online on twitter: https://twitter.com/hellemans, on LinkedIn: https://www.linkedin.com/in/arnouthellemans/ or his website at: http://onlinemarkethink.com/.

3 JUL 2019 · Dawn Anderson is the Managing Director of Bertey, a Digital Agency, Digital Marketing Lecturer at Manchester Metropolitan University talks to Schema App's CEO Martha van Berkel about BERT (Bidirectional Encoder Representations from Transformers), NLP (Natural Language Processing), machine learning models and Search. How does a machine understand the difference between bank (where you store money) and bank (on the river). You can find Dawn on Twitter at: https://twitter.com/dawnieando or her website at: https://bertey.com/

17 APR 2019 · In this interview with Ryan Pitcheralle, Ryan shares his observations about how the features and results in search engine result pages have moved from being link-based to being powered by a structured data set. A self diagnosed "search nerd" he also shares how the metrics are changing as a result of these new search experiences. Ryan touches on Discover, re-using structured data in analytics, and specific examples to support these changes.

11 MAR 2019 · Martha interviews SEO expert, Nick Wilsdon, Search Product Owner from Vodafone. Nick shares how he is seeing the search landscape change and how data will be the foundation for companies moving forward as the customer experience becomes fractured. Finally, they have a conversation about Amazon and how they are disrupting the ecosystem. "Schema is going to take a much wider usage really, I think across websites, across all information – it is now information management technique, categorization technique. " - Nick Wilsdon

29 NOV 2018 · One of the most significant shifts for SEOs, Google and searchers have been the transition from keyword-based queries to topical based queries. In response to this, search engines have had to think in terms of building up a general authority across an entire topic versus optimizing for specific keywords. With this in mind, he suggested companies come up with creative ways to get in front of ‘search’ so that users come to them directly, as their trusted advisor, versus searching for answers externally. This can be accomplished through “brand imprinting” and education. For developers, he suggests interacting with APIs so they can get comfortable with the idea of working with human language. Listen to learn more or read the transcript here: https://www.schemaapp.com/stories/interview-with-rob-bucci-keywords-to-topics/

30 APR 2018 · In this interview with Bill Slawski he shares what insights he has gained reading Google patents and being an advanced SEO practitioner. He talks about how entities have been a common theme in his blog posts resulting from his research on Google patents and how he is seeing the role of entities evolve. My favorite part of the interview is when Bill describes the entity IDs. Why? Well, because it is a tangible node in the knowledge graph and a centering point for defining things. It gets me thinking about who else can contribute to these IDs, will they become a standard, and if not, what will be the standard for entity IDs? Read the transcript of the interview here: https://www.schemaapp.com/stories/interview-with-bill-slawski-google-patents-and-the-future-of-search/

2 APR 2018 · Steve Macbeth, the executive sponsor from Microsoft (Bing) for schema.org, joins Martha van Berkel, CEO of Schema App, in a conversation about schema.org. Steve shares why he got involved at the start of the semantic web standard, how he sees schema markup playing a role in Virtual Reality and AI, and gives advice on how to make sure that your content is semantically connected. If you are interested in understanding why structured data on the web is so important in this changing world. You can find Steve on Twitter at: https://twitter.com/smacbeth Read the transcript of this blog here: https://www.schemaapp.com/stories/steve-macbeth-from-microsoft-connecting-virtual-reality-through-schema-org/

8 MAR 2018 · Schema App’s CEO Martha van Berkel interviews Aaron Bradley from Electronic Arts on the topic of Schema.org and the Enterprise. Aaron Bradley shared many insights with his key take-away being: "What the introduction first of Rich Snippets and then later of the Google knowledge graph really introduced into the search engine world is, as encapsulated by Google’s famous marketing phrase for the knowledge graph “from strings to things”, is that prior to the search engines weee essentially indexes of documents. So when you search for something, if you were looking for blue widget, you really weren’t getting results for things that were blue widgets, you were getting webpages that described or use the string the best blue widget." "Whereas now, and especially since the interaction of the Google knowledge graph but also fueled by structured data, what we now have is a web of things kind of one of Tim Berner Lee’s great visions for the web, so that rather than being an index of documents, Google is increasingly becoming an index of things, and facts related to those things. You can’t possibly have that without those sort of linked data technologies working in the background including ontologies, schemas, taxonomy solve that sort of thing." To get started in this journey in the Enterprise, Aaron suggests three steps. 1. Start with fundamentals. If you’re a webshop, look at search engine optimization with schema markup. 2. Then look at the possibility of bringing that data into your analytics (Semantic Analytics). 3. Connect all of the data points across the enterprise. You can find Aaron on Twitter at: https://twitter.com/aaranged Read this interview in blog format here: https://www.schemaapp.com/stories/interview-aaron-bradley-schema-markup-enterprise/