Today’s marketers know that if you’re not first, you’re last.
That’s especially true when it comes to search marketing and SEO tactics that marketing pros must embrace for successful, well-rounded campaigns.
Consider these seven insights from experts who spoke at a recent State of Search conference:
1 . Use structured data.
Structured data, or Schema Markup, is no longer a fun micro-advantage, but a crucial component to ranking and to creating usable insights in analytics. Google and other search engines rely on “structured data” to understand the relationship between your website (including your products and team) and those searching for it. It’s also an important component to ranking in position.
Martha van Berkel of Schema App said brand managers can use this structured information for their own analytics by using the tags created for search engines as custom dimensions in Google Analytics.