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I received a few inquiries asking about my list of 5 challenges above, what they mean, are they trends or challenges etc.. At a high-level, these are both challenges and trends related primarily to what we refer to today as "SEO," and here is a summary of their meaning.
1. Data Quality(companies have not invested in their data quality which is critical path to their current and future success and growth. The majority of companies continue to sign up and spend hundreds of thousands and millions of dollars on sub-optimal SEO packages labeled with trendy buzz words such as Content Marketing, SEO Audits, Local SEO, On-page SEO, LinkBuildingetc., using strategies and tactics going as far back as 1999)
data is basically facts and figures:example, a number like "en670b"
information is data in context, it is meaningful organized data:example, "Nespresso coffee maker model en670b"
knowledge is meaningful information applied to solve a problem or task:example, "the Nespresso coffee maker model en670b is a Patented "Single Touch" hot milk system. Buy it new with Amazon Prime for $601.65 or buy used - like new for $289.99. Twenty-two customer Reviews - 4 Stars."
Note: machines like Google read structured data (machine-readable facts and figures), so it can organize the data in context (as meaningful information), and apply the information to the relevancy of a task or problem as knowledge (to more accurately answer questions in a search query)
2. Agile changeability (with respect to "SEO" and "data," companies need to embrace more agile methodology)
Change Agility is organizational agility i.e., to be able toanticipate, respond react to various changes to succeed i.e., adaptability. "Agility" is the keyword when triangulating from features to benefits.Agility drives success in any ecosystem.
Delivering work described above and below as an agile and iterative workflow system improves your competitive advantage. It's a race; so having the best consulting and tools to keep your business ahead of the competition is critical path to maximizing your growth and success.
3. Semantic parity (this is where the rubber meets the road on organic search traffic, and where "SEO" becomes sub-optimal)
Semantic Parity maps and matches relevant indexable website content to the crawlable semantic web of data found in Linked Open Data (LOD) and Linked Open Vocabularies (LOV), Freebase, Wikidata, and anypubliclyavailable ontology or vocabulary.
The Internet is moving from a "web of documents" to a "web of data," or trusted sources of data references/referrals, which make-up what is generically referred to as the "Semantic Web."
4. Middleware (there's a lack of development of useful middleware to automate critical structured data procedures)
HTML pages need to be equally meaningful to both machines and humans. In the real-world we buy stuff we understand, in regards to relevance (needs, preferences etc..). We are heading towards a 1:1 replication in cyberspace, so HTML pages need to be equally meaningful to both machines and humans. Middleware can accomplish these critical path objectives for organizing data, information and knowledge.
5. Automation (companies don't invest enough in things related to automation and technology, they appear to continue spending marketing dollars as if its free money)
Example of automation and technology is a Sponger. This is middleware that transforms non-RDF data into RDF dynamically, i.e. when the systems are running. Non-RDF data, such as HTML pages, structured data, such as JSON-LD, and web services from Google can be ingested'on the fly', converted to RDF and stored inside data bases, and able to be used and re-used quickly. This kind of 'sponging', i.e. transformation, allows the company that has these non-RDF data to quickly join the Linked Data world, and be able to participate in the bootstrapping and network effects of structured and linked data.
Automation to increase workflow includes the following variants:
A) Discover deficient Property description docs - study SERPs for relevant entity types and associated keywords. Benefit: Client HTML pages equally meaningful to both machines and humans.
B) Improve Property descriptions - improve ability to access and merge data from internal databases, etc. Benefit: Curate accurate machine-readable versions of client Property Types
C) Ingest deficient pages leveraging fact tool’s crawler & sponger - incorporates new Property descriptions into new collection of documents generated for export. Benefit: The cleaner the machine-readable descriptions the better the SERP positioning’s as Google continues down this path
D) Import new enhanced docs into current Web from automation tools. Benefit: Agile iterative workflow system to improve client competitive advantage.