Beyond this, implementing Schema Markup can also result in a reusable content knowledge graph for organizations looking to train their internal LLMs, gain a semantic advantage in AI search, and manage their internal data more efficiently.

Let’s take a look at what Schema Markup is and the value it adds to healthcare organizations like yours.

What is Schema Markup?

Schema Markup, also known as structured data, is metadata based on the Schema.org vocabulary that you can add to your website to help search engines better understand and contextualize your web content.

When you implement Schema Markup on your site, you use the Schema.org vocabulary to describe the entities on your web page and how they relate to other entities on your site and across the internet. This helps search engines clearly understand what your web page is about and enables them to provide users with more accurate and relevant search results.

For example, your healthcare organization might have a physician page with content about the physician’s medical specialties, practice location, ratings and reviews, and contact information. When you apply Schema Markup to that page, you express this information in machine-readable format using the Schema.org types and properties. This helps to disambiguate your content topics and support search engine comprehension.

Common Schema Types for Healthcare Providers

In the Schema.org vocabulary, types are how you categorize the various entities on your page, and properties are attributes or characteristics that provide additional details and contextual information about a given entity.

Healthcare organizations can use more general types such as Organization, Physician, MedicalClinic, and more. However, the Schema.org vocabulary contains a Health and Life Sciences extension of over 200 Types and 160 properties specific to the medical space.

These include everything from terms for describing diseases and injuries, such as AnatomicalStructure and MedicalSignOrSymptom, to systems of medicine, such as TraditionalChinese and WesternConventional.

In addition to those listed above, here are some other examples of types of content that you can use to explain information about your healthcare organization:

• MedicalOrganization – Home page
• Hospital – Hospital pages
• IndividualPhysician – Physician pages
• MedicalCondition or MedicalProcedure or MedicalTest– Medical Services pages

The main purpose of implementing Schema Markup is to help search engines understand and contextualize the content on your site. Therefore, it is best practice to choose the most appropriate type and properties that best describe the content on your page.

In some cases, adding Schema Markup can also enhance the appearance of a search result on Google’s search engine results page (SERP). This is known as a rich result.

Common Types of Rich Results for Healthcare Providers

A rich result is a visually enhanced and information-rich search result displayed in the SERP, achieved through structured data. Rich results can include star ratings, reviews, and other details, making your healthcare organization’s search appearance more attractive and informative.

Pages with rich results tend to see an increase in click-through rates, higher-quality traffic, and appointments booked, offering measurable results.

Google has specific eligibility and structured data guidelines for each rich result. Aligning your markup with these criteria enhances your chances of achieving various rich results. Here are some common types of rich results that healthcare websites can achieve through structured data.

Review Snippet

Patient engagement is important for any health organization. 94% of healthcare patients leave online reviews about their experiences. Many physician or location pages tend to include reviews and ratings. By nesting the appropriate Schema Markup on your physician or location pages, these pages can achieve a review snippet.

Review Snippets can help organizations display their credibility and build trust during the search journey. When our customer, Sharp Healthcare, achieved Review Snippets for their Physician pages, the CTR for those pages increased by 119%.

Job Posting Rich Results

Hiring talent is top of mind across most healthcare organizations, and Schema Markup provides innovative opportunities around healthcare recruitment.

Healthcare organizations can use Job Posting Rich Results to showcase their job openings directly on Google’s search results, providing key details like job title and location. This boosts visibility, attracts qualified candidates, and streamlines the hiring process.

Our customer, Baptist Health, saw an 1194% increase in CTR when the job posting rich result was awarded.

Product Rich Results

If your healthcare organization sells products such as CPAP machines or flu shots, you can leverage Product Rich Results to display key product information such as price, reviews, and availability directly on the search result.

This provides users with clear and immediate details, which can help them make quick decisions and increase your web conversions.

Recipe Rich Results

If your organization publishes healthy recipes on your site, you can make that content eligible for a Recipe rich result by marking them up with Recipe structured data.

These are just some of the rich result opportunities that healthcare organizations can leverage to stand out in search. However, the value of Schema Markup far exceeds rich results.

Why is Schema Markup Important for Healthcare Providers?

Search engine advancements have transformed the conventional approach to healthcare, with a growing number of patients seeking relevant health-related information directly on the SERP.

Schema Markup is a powerful yet underutilized SEO strategy that can help healthcare organizations stand out in this competitive search landscape and provide answers directly in the search results when prospective patients need it most. Beyond achieving rich results and bringing pertinent information about your organization to the SERP, Schema Markup supports several other healthcare organizations’ SEO initiatives.

Enhanced Search Visibility

Schema Markup helps search engines better understand the content on a healthcare provider’s website. This improved comprehension can lead to higher accuracy in search results. This can improve the provider’s visibility to individuals searching for relevant healthcare information.

Improved Customer Journey

Users can obtain critical details directly from the SERP, including facility location, hours, specialties, and reviews. This fosters transparency, credibility, and trust (contributing to your organization’s E-E-A-T) from the start of their customer journey. The streamlined journey leads to easy navigation to booking pages, reducing steps for user-friendly appointment scheduling.

Develop a Reusable Content Knowledge Graph

By implementing Schema Markup on your site, you can create a reusable content knowledge graph that helps generative AI search engines understand and infer knowledge from your content. This content knowledge graph can also be reused to power internal AI initiatives and ground LLMs with accurate information about your organization.

By developing your content knowledge graph, you can control how your brand is understood and presented in search.

The Challenges of Implementing Schema Markup at Scale

Despite all the benefits of implementing Schema Markup for your healthcare organization, creating and implementing a Schema Markup strategy at scale can be costly, complex, and time-consuming.

SEO teams often lack the expertise and the IT resources to deploy and update Schema Markup at scale across their websites. That’s where Schema App comes in. At Schema App, we provide an end-to-end, HIPAA-compliant, Schema Markup solution for leading healthcare organizations.

Benefits of Schema App for Healthcare Organizations

1. Measurable Results

One of the best things about Schema Markup is that it is measurable. This makes showing the return on investment from your work with Schema App easy. When you optimize your web pages with Schema Markup and start achieving rich results, Google Search Console reports on the impressions and clicks you achieve specifically from the URLs that are getting these decorated results.

When you start working with Schema App, we ask about your organizational goals and what success looks like from your work with us. We ensure that you have tangible results to show how Schema Markup is contributing to your organization’s goals.

The most common measures are impressions, clicks and click-through rates from rich results achieved on your site. Upon achieving those results, we’ll continue to optimize your Schema Markup strategy and ensure your content evolves with the changing SEO world.

How do you convert clicks to dollars?

If you don’t have a way to correlate clicks or sessions on your website to appointments booked, you can do a simpler calculation by taking your cost-per-click and multiplying it by the number of clicks you get from rich results. The result is the number of dollars you saved from paid advertising through increased organic traffic. Our customers often see an ROI greater than 10X.

# of Clicks from Rich Results X Avg CPC = Value of work done with Schema Markup & Schema App

This allows marketing teams to easily prove the return on investment in their SEO efforts.

2. Retaining Talent through Agility and Scale

In addition to the measurable ROI from clicks, Schema App offers healthcare organizations a return on investment by adding agility to their teams.
Agility is critical to any business’s success. With Schema App, SEO teams no longer need to learn Schema Markup or wait for internal IT teams to update their markup.

Our Schema App Highlighter tool allows SEO teams to generate and deploy dynamic Schema Markup to thousands of similarly templated pages within minutes. Combined with our team of expert Customer Success Managers, SEO teams can access a Schema Markup expert and make updates to their Schema Markup quickly to see results. We aim to ensure we deliver our client’s quarter-over-quarter results with speed and agility.

On top of delivering greater results, staying agile can also help with employee retention. Operational inefficiencies can hold teams back and be demotivating, resulting in lower employee retention. When your team sees their Schema Markup strategies come to life in little to no time, they are empowered by the results, which motivates them to keep performing.

3. Show Value Cross Functionally and to your Physicians

Many of our clients have already tried to do Schema Markup on their own.

SEO specialists spend countless hours trying to learn how to write Schema Markup (JSON-LD) page by page before submitting it to IT to be implemented on the page. With our Schema App Highlighter tool, SEO teams can generate Schema Markup (JSON-LD) dynamically at scale and deploy it across pages in just a few clicks. They can also reduce their dependency on their development team and get the job done quickly.

Schema Markup not only benefits SEO efforts but also supports physicians within healthcare networks by:

• showcasing reviews and ratings,
• enhancing visibility and appearance on the SERP, and
• building trust with current and prospective patients.

This, in turn, can drive more appointments for these physicians and improve reputability. This can make your physicians more inclined to stay with your healthcare organization, thus aiding physician retention.

Our partnership with Schema App reassures us that this important component of our SEO strategy is being managed. The data we have been able to get out of this is great. Providers love to see how good their marked-up listings look in search results. It’s great evidence of the work we do behind the scenes to increase visibility in our market.”

– Julie Goldstein-Dunn, Director, Experience Insights & Analytics, Henry Ford Health System

Working with Schema App

In the healthcare industry’s competitive landscape, it’s essential to stand out in search results to maintain relevance and visibility among competitors. Integrating innovative strategies like Schema Markup is key to distinguishing your brand. If you haven’t already integrated Schema Markup into your strategy, now is the ideal time to do so, especially as search algorithms increasingly prioritize semantic understanding.

At Schema App, we provide an end-to-end Schema Markup solution. We partner with healthcare networks and other organizations to help their content be better understood by search engines so they can stand out in search. Our aim is to empower organizations like yours to deliver a seamless healthcare experience to their customers with ease and scale.

The post The Value of Schema Markup for Healthcare Organizations appeared first on Schema App Solutions.

However, we’ve seen the role of Schema Markup shift over this past year. This article explores the journey of Schema Markup and its changing role in SEO throughout 2023, emphasizing the growing importance of its semantic value over just rich results.

Early 2023 – Fluctuations in Rich Results

In 2022, the performance of rich results experienced fluctuations, and 2023 has been no different.

In April 2023, Google stopped showing Video rich results on the SERP for pages, favouring YouTube results, or pages where the video was the main element of the page. As such, many organizations can no longer rely on video-rich results to drive traffic to their site.

At the same time, Schema Performance Analytics saw the performance of FAQ rich results declining on mobile for unexplained reasons. However, John Mueller mentioned in an unofficial statement that “sites love adding FAQ markup; it gives them more room to search, and at some point, it makes the results less useful. The right balance makes sense to re-evaluate from time to time, like with any other search element.” This was perhaps Google’s test to see how the removal of FAQ rich results would impact the search experience.

To mitigate the risk from these rich result fluctuations, Schema App’s High Touch Support team made content recommendations that would allow our customers to diversify the types of rich results they were achieving. When it came to making changes with agility, the Schema App Highlighter was used to make quick edits, as it enables the creation of Schema Markup templates that can easily be updated when changes to content occur.

February & May 2023 – The Introduction of Generative AI Search Engines

In February 2023, Microsoft rolled out the new Bing, which included its AI chatbot, Bing Chat. Google followed suit, unveiling the experimental Search Generative Experience (SGE) at the Google I/O conference in May 2023, sparking significant changes in the dynamic of search.

SGE, though in its testing phase, disrupted search results by relegating organic search results, including rich results, lower on the SERP.

Furthermore, these generative AI search engines were prone to hallucinations and biases, resulting in inaccurate search results. This raised critical questions for organizations: How could they control the way generative AI search engines interpreted their content to ensure accurate information on SGE?

The evolving AI landscape generated both excitement and concern, with uncertainties about its impact on SEO. Amidst the ambiguity, the key question persisted on whether Schema Markup aided AI algorithms in comprehending website content.

Preparing for AI-Search

During his Pubcon keynote speech, Fabrice Canel, Principal Program Manager for Bing, shared that SEOs could prepare for this new AI-enabled search by creating great content and annotating it with Schema Markup. As such, many SEO professionals leaned towards implementing Schema Markup.

Recognizing it as the language that search engines used to understand site content, Schema Markup emerged as a concrete way for SEOs to stay relevant during the rapid AI evolution. This approach provided a sense of control over how search engines interpreted content and was adopted by many forward-looking organizations.

The semantic value of Schema Markup, which refers to the underlying meaning and context it adds to the content, became increasingly apparent to SEOs at this time. However, it did so in a somewhat hypothetical manner. Unlike rich results, the quantitative measurement of this semantic value of Schema Markup posed challenges.

At this time, Search Engines didn’t provide any analytics on how content was performing in SGE or Bing Chat. Consequently, SEO teams often relied on rich results as a tangible metric to gauge the effectiveness of their Schema Markup strategy.

August 2023 – FAQ & How-to Deprecation: A Turning Point

Despite the announcement of SGE, the performance of rich results seemed relatively stable on Google. However, between August and September 2023, a significant turning point unfolded as Google deprecated How-to rich results and dramatically reduced the frequency of FAQ rich results. The latter were then restricted to display exclusively on “well-known, authoritative government and health websites.”

Drop in clicks after deprecation of How-To rich results

The deprecation of FAQ, a previously widely utilized rich result, reignited concerns about the continued relevance of Schema Markup. While there are still over 30 rich results available, few had the flexibility like FAQ to use on diverse content.

In a year where marketing budgets were critiqued, and leaders required measurable ROI for initiatives to be approved, the absence of clicks and impressions from rich results made it challenging to quantify the value of Schema Markup. Many marketing teams asked: “Is there a point in implementing Schema Markup if rich results can’t be achieved?” The answer, unequivocally, is yes.

Prioritizing the Semantic Value of Schema Markup

Even without the immediate gratification of rich results, Schema Markup remains important for organizations looking to future-proof for search.

Generative AI search engines like SGE and Bing Chat revolutionized user search experiences. They presented multi-modal answers and provided follow-up questions to user queries.

However, the underlying search algorithms that power both the regular search engines and generative AI search engines have shifted from lexical to semantic. Instead of matching keywords, search engines assess the meaning and intent behind a query, providing searchers with results of the closest relevance.

Using Schema Markup to Define Your Entities

Schema Markup plays a crucial role in this understanding by allowing web publishers to define the entities on the site and showcase the relationships between entities in the form of a content knowledge graph.

In the past, when rich result eligibility was the main focus, many organizations would implement Schema Markup, but not in a manner that defined the relationship between the primary things (aka entities) on their pages. They simply added the minimum Schema Markup required to be eligible for the desired rich result rather than applying connected Schema Markup to improve search engine understanding.

In this new world of AI and Large Language models, Schema Markup for rich results alone is insufficient. By implementing proper connected Schema Markup and establishing connections between the entities on your site and on external authoritative knowledge bases, you are creating your organization’s content knowledge graph.

Building Your Content Knowledge Graph

Your content knowledge graph is a structured information data layer that can help search engines disambiguate the entities mentioned on your site. By providing this, you can shape how search engines understand your content, gaining greater control over how users perceive your brand. This ultimately provides users with more accurate and relevant search results.

The value of Schema Markup in ensuring your content is correctly understood is now significantly more strategic than just achieving rich results.

October, November, & December 2023 – Evidence From Google That Rich Results Hold Semantic Value

Don’t believe us? Google is also telling us that the value of Schema Markup is for understanding AND rich results. Search News released a new episode in early October 2023. During the episode, John Mueller talked about how some rich results would go away – in reference to the deprecation of How To rich results and reduction in FAQ rich results – and new rich results would be introduced. And boy did they hold true to their word.

Over the span of October, November, and December 2023, Google rolled out 6 new rich results:

• Oct 16: Added Vehicle Listing structured data documentation.
• Nov 15: Added Course Info structured data documentation.
• Nov 27: Added Profile page structured data documentation, Discussion forum structured data documentation, and expanded recommendations for Q&A Page structured data documentation.
• Nov 29: Added new Organization structured data documentation
• Dec 4: Added Vacation Rental structured data documentation

Structured Data Offering a Mutually Beneficial Relationship Between Google and SEOs

Google’s ongoing rich result opportunities highlight the symbiosis between search engines and SEOs. By offering rich results in exchange for detailed structured data, Google stimulates the supply of credible information, contributing to the development of the semantic web. It’s a win-win!

Google grants rich results as a reward for making it easy and less costly for search engines to comprehend the content on your website. By providing Schema Markup, you inform them about the content and how it relates to other topics on the web and on your website. By providing this information, the search engines don’t have to process the data to infer the meaning or relationships.

This helps search engines understand content without having to spend as many computing resources. This incentive provides content creators with the motivation needed to support the semantic initiatives crucial for the future of search.

Let’s look at two of the new rich results, Profile Page and Organization, and call out their characteristics that emphasize the value they bring to the semantic web.

Profile Page & Organization Structured Data Helps With Disambiguation

Among the newly introduced rich results, Profile Page and Organization stand out, playing a crucial role in disambiguating entities such as organizations, individuals, and authors within your content. These elements tie into E-E-A-T and empower you to assert greater control over structured data, articulating your identity and authority in connection to your content.

Organization structured data enables search engines to understand context, even when your website does not visually present certain information. For instance, properties recommended within the Organization structured data guidelines, such as identifier codes (i.e. duns, taxID, etc.), may not be visible to users but aid Google in disambiguating and identifying your organization within your content.

This background information adds a layer of context, facilitating search engines in relating your content to search queries and other web information through a knowledge graph.

Vehicle Listing and Vacation Rental Structured Data (Feed)

Last but not least, we’re seeing structured data become a data feed. The introduction of the new Vehicle Listing and Vacation Rental Structured Data supports this concept. You can achieve the Vehicle Listing rich result by adding structured data to your site or uploading a vehicle listing feed file to Google. Similarly, you can now achieve the Vacation Rental rich result by adding structured data, instead of the historical method of uploading an XML list feed to Google. Unlike list feeds, structured data is a cleaner way for data providers to transfer data to Google.

While the consecutive release of new rich results is exciting, it’s crucial to recognize that the purpose of structured data has expanded beyond merely attaining rich results, particularly in the past year. Google’s introduction of these rich results reflects a clear effort to improve the semantic nature of the search experience.

As SEOs, our focus should shift towards creating semantically understood content, empowered by Schema Markup.

The Value of Schema Markup Today: Prioritizing Semantic Understanding

Schema Markup remains valuable for search engines in 2023, emphasizing the critical need to prioritize the semantic aspect of structured data over just achieving rich results. While rich results come and go, semantic understanding is instrumental in laying the groundwork for contextual content that is poised to shape the future of search.

By connecting entities and developing a Knowledge Graph, organizations can ground Language Models (LLMs), support internal AI initiatives, and build authority by linking to authoritative databases. Schema Markup, originally created for search engine comprehension, continues to play a vital role in navigating the dynamic landscape of digital marketing.

In essence, Schema Markup not only provides quick wins through achieving rich results but also sets the stage for ongoing and agile content optimization as search evolves.

Interested in learning how you can apply Schema Markup to stay agile in search? Get started here.

The post The Evolving Role of Schema Markup: From Rich Results to AI Understanding appeared first on Schema App Solutions.

However, it’s important to recognize that while rich results are a nice benefit of Schema Markup, they don’t fully capture its true value.

The real value of Schema Markup lies in its capacity to provide search engines with a deeper, more semantic understanding of your website’s content. When implemented correctly, Schema Markup allows you to develop your content knowledge graph and take better control of how your content appears in search.

This article will explore how Schema Markup enhances website visibility and search engine understanding of your content through robust knowledge graphs. This, in turn, refines how your content appears for relevant queries with greater accuracy and helpfulness to the user.

Why Rich Results Are Not Enough

Measuring the return on investment from your SEO efforts can be tough. Hence, many SEOs like implementing Schema Markup because they can easily measure the ROI on their Schema Markup efforts through the performance of rich results.

However, implementing Schema Markup solely for the purpose of achieving rich results can be risky due to their ever-changing criteria and eligibility.

Rich Result Volatility

Over the past few years, we’ve seen the performance of rich results fluctuate based on Google’s algorithm changes. This year, Google has also made substantial changes to the rich results available on the SERP and the criteria for achieving certain rich results.

They’ve ceased awarding video rich results to pages that lack video as their primary content and deprecated How-to rich results entirely from the SERP. Similarly, FAQ rich results have been curtailed for most websites, now reserved only for authoritative government and health websites.

These volatile fluctuations and changes can be unsettling for businesses and SEOs who have come to rely heavily on rich results to drive traffic and engagement.

The True Purpose of Schema Markup

While rich results offer visual enhancements and additional SERP information, they play a secondary role to Schema Markup’s core objective.

The main purpose of Schema Markup is to enable search engines to clearly understand and contextualize the content on a page. That way, search engines can better match the content on a page to the searcher’s query, and provide more accurate search results.

Think of Schema Markup as a tool to assist search engines in content comprehension, with rich results being a bonus feature for publishers using specific markups.

By structuring your content with Schema Markup, you’re not just chasing rich results; you’re preparing your content for the future of AI-driven search.

What Else Can You Do With Schema Markup?

By now it’s been made clear that Schema Markup has much greater potential than most have given it credit for. Let’s dive into some of the powerful ways Schema Markup can drive results for your organization and keep you competitive in search as it continues to evolve.

Integrate Your Schema Markup

Once implemented, you can also seamlessly integrate your Schema Markup with other external data sources. This flexibility enables you to provide richer, more comprehensive data experiences in the applications and platforms your business chooses to integrate with.

In addition to integrating it with external data sources, you can also integrate your Schema Markup with internal tools, platforms, or systems. This allows for a more cohesive data management strategy within your organization.

Your Schema Markup can be integrated using APIs or Linked Open Data. For example, an e-commerce website might integrate Schema Markup with their inventory management system via APIs. This would allow the product details (like price, availability, and ratings) to be dynamically updated in real-time based on the Schema Markup.

Another example is integrating through Linked Open Data. A cultural institution, like a museum, might use Schema Markup to describe their exhibits and then integrate this information with global datasets like Wikidata. This would help in providing richer context about the exhibits and potentially drive more visitors.

Reuse Your Schema Markup

Your Schema Markup can be reused in various scenarios. One prime example is with our WordPress plugin feature. By appending ?format=application/ld+json to URLs, you can retrieve the schema for a particular page. This facilitates:

• Mobile Apps: Developers could pull this Schema Markup to display rich content snippets in a mobile app about the company’s services or products.
• Chatbots: Businesses could leverage the schema to answer user queries more accurately, providing detailed information pulled directly from the website.
• Partner Websites: If a business has partnerships with other websites or platforms, they can share the Schema Markup, ensuring consistent and updated information across platforms.

Build Your Knowledge Graph

A knowledge graph is a collection of relationships between the entities defined using a standardized vocabulary, from which new knowledge can be gained through inferencing.

For additional clarity, an entity is a thing that has specific attributes. For example, your postal address is a thing that can be described by the country, region, postal code and street address.

When you implement Schema Markup on your site, you are essentially using the Schema.org Types and properties to describe the entities on your site. Each entity is then identifiable through a Uniform Resource Identifier (URI) to ensure that it can be referenced to other items in your graph.

You can develop a knowledge graph by using the Schema.org vocabulary to connect the entities on your site to other entities on your site and other external authoritative knowledge bases like Wikidata or Wikipedia. By doing so, you are establishing your entity and defining how it connects to other things that exist in the world.

Download our guide to learn how to connect the entities on your site using Schema Markup.

What Makes Knowledge Graphs So Valuable?

At Schema App, we leverage Schema Markup to enable you to present your data in the form of a semantic knowledge graph, but the real magic lies in how you choose to use this connected data.

Your knowledge graph is a versatile resource that opens up a world of possibilities tailored to your specific business objectives.

For instance, you can harness the power of SPARQL Queries to extract precise data and information from your knowledge graph. This capability enables tasks such as generating insightful reports, counting the number of pages related to a particular topic, or tracking external entities linked to your Schema Markup.

These reports not only offer valuable insights but also serve as a foundation for identifying content gaps within your domain. By analyzing your existing content against your knowledge graph, you can determine which topics are well-covered and which areas require further exploration.

This strategy helps you build your authority by pinpointing opportunities for content expansion.

Enhance User Experience with Better Content-Query Alignment

When left to their own devices, search engines rely on natural language processing to parse the information on a site, which can lead to inaccuracies. When the information on your site is organized in a structured knowledge graph using the schema.org vocabulary, it makes it easier for search engines to understand and contextualize your site content.

This leads to more precise matches between your content and search queries, ultimately improving user experience and the quality of traffic you are getting to your site.

Our Customer Success team has even experimented with linking entities on a page to external authoritative knowledge bases like Wikidata and Google’s knowledge graph. This approach has yielded positive results, increasing click-through rates for queries related to those entities.

While it might not necessarily boost the visibility of your pages like a rich result, it does ensure that the clicks are from users who are genuinely interested in your content.

Integrate Your Knowledge Graph

Your knowledge graph can also seamlessly integrate into your workflow, serving as a backbone for various tools and applications.

At Schema App, for instance, our Editor tool relies on the knowledge graph to provide a comprehensive experience. All of the information in that interface is part of our knowledge graph. Any changes made to data items in our tool directly impact and update the knowledge graph.

Additionally, you can leverage your content knowledge graph to build custom web applications. This is accomplished by providing data for new apps and enabling developers to create user interfaces that utilize the wealth of information within your knowledge graph.

Ground and Train Your Internal LLMs

In the realm of AI search engines, one significant challenge is the potential for incorrect inferences leading to hallucinations. Hallucinations occur when Large Language Models (LLMs) making up false information that is not based on real data.

You have the power to mitigate this major risk by using your knowledge graph as a control point to define your content more precisely to AI search engines. 

Although major search engines have yet to officially confirm this, there’s potential to train AI search engines to provide more accurate results by grounding their understanding with your knowledge graph.

Another interesting use case for knowledge graphs is that you can reuse them to train your own internal LLMs. An example of this is the use of AI chatbots on your site to address common customer queries. 

Grounding your LLMs with a knowledge graph enhances the performance of customer queries. It also ensures the accuracy of the information provided, since the LLM is restricted to the statements (RDF triples) expressed in your knowledge graph. 

You can clearly define entities in your content knowledge graph to ground it with factual and accurate information about your organization.

Leveraging the True Power of Schema Markup

As search engines become more sophisticated and semantic, they attempt to grasp the nuances of human language, meaning and intention.

Schema Markup serves as a bridge between your content and these semantic search engines.  It enables your content to be interpreted more accurately, leading to improved relevance in search results.

While rich results undoubtedly hold distinctive value and can elevate your content’s visibility, they should be seen as a bonus rather than the sole objective of Schema Markup.

Schema Markup’s true value lies in its ability to help search engines understand your content’s context and intent. When you implement Schema Markup with machine comprehension in mind, you not only enhance your chances of securing rich results but also ensure your content remains resilient and relevant in an ever-changing search landscape.

Looking to develop your very own marketing knowledge graph through the power of Schema Markup?

Get started today to learn about our solution.

The post Knowledge Graphs: The Value of Schema Markup Beyond Rich Results appeared first on Schema App Solutions.