Today's SEO is suboptimal when you consider the levels of sophistication and number of new patents Google has submitted over the last 5 years. The search engine result page (SERP) has changed considerably in recent years. The number of different types of searches and algo triggers for each type of search have significantly added to the list of requirements for growing organic search engine traffic.
Google's new meta data is currently leveraging structural digital elements favoring 3% of the websites on the Internet (the top 3%).Structured data markup requires more than schema.org microdata; additional vocabularies are required to communicate properly with bots like Google and Bing. This strategic technical work represents a valuable long-term digital asset for the brand and business.
Manual custom coded structured data markup utilizing all additional vocabularies as needed (more than Shema.org microdata) is required. As an example, aligning (mapping) "Topics" and "Things" from website to trusted sources used by search engines link eCommerce websites to Google's product taxonomy, individual Product Items and Product Categories, local store locators, directories etc. Knowing and deciding which signals to map various identifiers to structural elements (snippets) and tables, trusted sources used by Google in their SERP patents, is critical path to accomplishing results. Marrying this mapping to numerous relevant vocabularies reinforces ranking signals and rewards you with increasingly higher organic rankings and traffic. Integrating directly with all Knowledge Graphs (omni channel) is also very important.
Properly coded Semantic SEO, optimizing entities and mapping process, provides the benefits of: enriched brand display, increased brand domain authority and Trust Rank, disambiguates (uniquely identifies brand data), organic Search SERP rankings greatly improved, better user experience, better visibility in search engine results, resolves to Knowledge Graphs (Omni Channel), better cross device performance(Omni Channel), and significantly improves brand awareness traffic and revenue.
Excellent SEO e.g., good site health, is a prerequisite to Semantic SEO and somewhat trivial today. The website must have excellent site health prior to implementing Semantic SEO strategies and tactics. When your website is in good SEO health its time to expand efforts into Semantic SEO to acquire real long lasting results. That said, SEO's have no clue how to properly execute Semantic SEO, it's a unique service and involves a tested process performed by semantic strategists who understand and have built search engine technology. Our testing proves doing best practice SEO and/or simply applying microdata (Schema.org) to a website is not enough.
"SEO" may provide temporary assistance with reasonably good results however, considering the technological disruption with search engines moving forward we must begin optimizing entities not keywords. For the last 18 months we've witnessed unique identifiers facilitate machine learning; Google loves it because it cannot be spammed.