[[{"@type":["BlogPosting"],"@id":"https:\/\/www.schemaapp.com\/schema-markup\/how-structured-data-empowers-your-content-strategy-a-fireside-chat\/#BlogPosting","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.schemaapp.com\/schema-markup\/how-structured-data-empowers-your-content-strategy-a-fireside-chat\/","inLanguage":[{"@type":"Language","@id":"https:\/\/www.schemaapp.com\/schema-markup\/how-structured-data-empowers-your-content-strategy-a-fireside-chat\/#BlogPosting_inLanguage_Language","name":"English"}],"audience":"https:\/\/schema.org\/PeopleAudience","mentions":[{"@id":"https:\/\/www.schemaapp.com\/entity#Thing13"},{"@id":"https:\/\/www.schemaapp.com\/#Organization"},{"@id":"https:\/\/www.schemaapp.com\/entity#Thing6"}],"publisher":[{"@id":"https:\/\/www.schemaapp.com\/#Organization"}],"name":"How Structured Data Empowers your Content Strategy: A Fireside Chat","articleBody":"Our customers tell the best success stories. That\u2019s why we decided to kick off a brand new webinar series from Schema App\u2014Fireside Chats\u2014where we shine a spotlight on the successes our customers have found from structured data.\nOn Thursday, October 28th, we held our first Fireside Chat with Simon Yohe, the Senior Director of E-commerce and CRM at Holiday Inn Club Vacations. Prior to this role, Simon Yohe was the Director of Web Marketing Strategy at AdventHealth, which was formerly Florida Hospital and a part of the Adventis Health System. Simon was brought on to AdventHealth because they were doing a national rebrand and wanted to mitigate any loss in organic traffic during their website consolidation. \n\nThe Challenge\nAdventHealth had dozens of hospitals in multiple locations scattered across nine states, and wanted to bring them all together as one health system. This would require consolidating over 800 different hospital and medical websites that were all branded differently into one AdventHealth.com domain and brand. \nIn order to do this, Simon and his team needed to put a system in place to help Google and other search engines be able to easily identify those legacy names without losing any organic search traffic in the process. They also wanted to ensure that customers were still able to locate the hospitals, medical pavilions, imaging centres, etc throughout the consolidation. One of the ways they solved this challenge was through the use of structured data. \nThe Solution\nFor AdventHealth, the rebranding and consolidation was one piece, but where the structured data really played to AdventHealth\u2019s advantage was the connectedness of entities within AdventHealth\u2019s company knowledge graph. It wasn\u2019t simply a rebrand from the term \u201cFlorida Hospital\u201d to \u201cAdventHealth\u201d; it was a complete restructure of how Google contextualized those hospitals, their geographical areas, and how they relate to this new consolidated health system. \nFor Holiday Inn Club Vacations, Simon and his team wanted to build out and grow their digital platform in a way that could be self-sufficient. It wasn\u2019t just about building functionality that would allow customers to book online reservations or creating a new member portal; they were architecting ways that they could overall enhance and improve how their website is found by using structured data to inform their content strategy. \nWorking together with Simon and his team to understand the unique value these initiatives proposed, we were able to design customized schema markup strategies that would help them achieve these online business goals.\nStructured data became a strategic opportunity to achieve these goals, but the AdventHealth team wasn\u2019t sure how they were going to implement it and were limited in regards to their development team, as they were actively working on developing the new platforms. \nThrough their design agency, AdventHealth came across Schema App and loved the idea of a \u201cplug and play\u201d option instead of managing the software themselves. A development team can build this solution in-house, and a lot of companies do, but where it can become a struggle is that you only have a finite amount of developers. \nWhen you\u2019re working on different website features and functionality, it becomes harder to make sure that you have those dedicated resources focused on your structured data markup. You also have to have someone that\u2019s knowledgeable and understanding of what you\u2019re trying to mark up, and someone who can maintain, monitor, track and optimize it. \nWhy Schema App?\nAs a beginner, structured data can be challenging. That\u2019s why Schema App was created in the first place: to provide a scalable solution paired with expert support so that structured data could become a more approachable practice for any SEO team.\n\nWorking with Schema App and structured data even ended up helping Simon and his team with their content strategy, and with how they organized content as they built their new consolidated website. Through schema markup and the linking of entities across your site, you\u2019re helping Google categorize and understand your content. Two areas that really impacted AdventHealth were the facility pages and the physician profile pages. \n\nThe ability to connect physicians with their services, the physicians with their locations and the locations to the services\u2014structured data markup gave Simon and his team a better understanding of how to structurally organize and display content on their website.\nThe Return on Investment\nOne of the most effective ways to show the impact of structured data is by looking through search engine page results (SERPs). You can visually see how adding structured data enhances your content in the SERPs, like the FAQ rich result for AdventHealth below. \n\nThe visual change is clear, but structured data also empowers your SEO team with measurable results. AdventHealth saw a 90% increase in clicks and a 40% increase in impressions that could be attributed to the addition of schema markup to their website. \nStructured data is a long term investment in the success of your website. You\u2019re building meaningful connections with Google through well-defined entities, and with your customers through enhanced content in the SERPs. By using structured data opportunities to inform your content strategy, you\u2019re ensuring that your website is organized in a way that search engines can easily understand your content and then show that information to the right customers at the right time.\n\nWe help you leverage structured data to showcase the unique value of your health system in search. By working cross-functionally with different areas of your organization, we introduce agility to your team in the rapidly changing landscape of search engine optimization. We\u2019ve worked with some of the top healthcare leaders in the industry, such as Sharp Healthcare, AdventHealth, and Henry Ford Health System\u2014executing business results using our expertise and technology. Let\u2019s start building some meaningful connections!","datePublished":"2021-11-18T14:30:11+00:00","mainEntityOfPage":"https:\/\/www.schemaapp.com\/schema-markup\/how-structured-data-empowers-your-content-strategy-a-fireside-chat\/","image":[{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/how-structured-data-empowers-your-content-strategy-a-fireside-chat\/#BlogPosting_image_ImageObject","url":"https:\/\/www.schemaapp.com\/wp-content\/uploads\/2021\/11\/Schema-App-Featured-Images-New-Posts.png"}],"video":[{"@id":"https:\/\/www.youtube.com\/embed\/93C7-0i5jIc?feature=oembed"}],"description":"Simon Yohe shares where he sees the value in structured data, driving online success for Holiday Inn Club Vacations and AdventHealth.","dateModified":"2023-04-18T23:58:19+00:00","headline":"How Structured Data Empowers your Content Strategy: A Fireside Chat"},{"@context":"http:\/\/schema.org","@type":"Organization","address":{"@type":"PostalAddress","streetAddress":"201 - 412 Laird Road","postalCode":"N1G 3X7","addressRegion":"Ontario","addressLocality":"Guelph","addressCountry":"https:\/\/www.schemaapp.com\/#Country","name":"Schema App Address","@id":"https:\/\/www.schemaapp.com\/#PostalAddress"},"logo":{"@type":"ImageObject","width":"290","height":"93","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/07\/SA_Logo_Main_Orange_w300-1.png?strip=all&lossy=1&ssl=1","@id":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/07\/SA_Logo_Main_Orange_w300-1.png?strip=all&lossy=1&ssl=1"},"potentialAction":{"@type":"ScheduleAction","name":"Schedule a Demo","url":"https:\/\/www.schemaapp.com\/book-a-demo\/","@id":"https:\/\/www.schemaapp.com\/#ScheduleAction"},"image":{"@type":"ImageObject","width":"1350","height":"650","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/04\/Schema-App-Featured-Image.png?strip=all&lossy=1&ssl=1","@id":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/04\/Schema-App-Featured-Image.png?strip=all&lossy=1&ssl=1"},"description":"Schema App is an end-to-end Schema Markup solution that helps enterprise SEO teams develop a knowledge graph and drive search performance.","knowsAbout":["http:\/\/www.wikidata.org\/entity\/Q1891170","https:\/\/www.wikidata.org\/wiki\/Q6108942","https:\/\/www.wikidata.org\/wiki\/Q26813700","https:\/\/www.wikidata.org\/wiki\/Q180711","http:\/\/www.wikidata.org\/entity\/Q33002955"],"keywords":["Structured Data","Knowledge Graph","Rich Results","Semantic Search","Search Engine Optimization","Schema Markup","Semantic Technology"],"location":"http:\/\/www.wikidata.org\/entity\/Q504114","sameAs":["https:\/\/www.instagram.com\/lifeatschemaapp\/","https:\/\/www.linkedin.com\/company\/2480720\/","https:\/\/twitter.com\/schemaapptool","https:\/\/www.youtube.com\/channel\/UCqVBXnwZ3YNf2BVP1jXcp6Q"],"legalName":"Hunch Manifest Inc","name":"Schema App","telephone":"+18554448624","url":"https:\/\/www.schemaapp.com\/","email":"support@schemaapp.com","knowsLanguage":"http:\/\/www.wikidata.org\/entity\/Q1860","areaServed":"http:\/\/www.wikidata.org\/entity\/Q13780930","@id":"https:\/\/www.schemaapp.com\/#Organization"},{"@context":"http:\/\/schema.org","@type":"Thing","name":"Structured Data","sameAs":["kg:\/m\/05p2j70","http:\/\/www.wikidata.org\/entity\/Q26813700","https:\/\/en.wikipedia.org\/wiki\/Structured_data"],"description":"information with a formal data model","alternateName":"Schema Markup","@id":"https:\/\/www.schemaapp.com\/entity#Thing6"},{"@context":"http:\/\/schema.org","@type":"Thing","name":"Knowledge Graph","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Knowledge_graph","http:\/\/www.wikidata.org\/entity\/Q33002955","kg:\/g\/11jtynfm6d"],"description":"information repository structured as a graph","@id":"https:\/\/www.schemaapp.com\/entity#Thing13"},{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/embed\/93C7-0i5jIc?feature=oembed","contentUrl":"https:\/\/www.youtube.com\/embed\/93C7-0i5jIc?feature=oembed","name":"Schema App Fireside Chat with Simon Yohe & Martha van Berkel","description":"https:\/\/www.schemaapp.com\/events\/fireside-chat-with-simon-yohe-martha-van-berkel\/\n\nOur customers tell the best stories. That's why we're featuring them in this new webinar series from Schema App: Fireside Chats. We're kicking things off with Holiday Inn Club's Simon Yohe as he joins Schema App CEO Martha van Berkel and shares where his company sees the value and return on investment of structured data.","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/93C7-0i5jIc\/default.jpg","https:\/\/i.ytimg.com\/vi\/93C7-0i5jIc\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/93C7-0i5jIc\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/93C7-0i5jIc\/sddefault.jpg"],"uploadDate":"2021-11-04T13:24:48+00:00","duration":"PT21M20S","embedUrl":"https:\/\/www.youtube.com\/embed\/93C7-0i5jIc","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCqVBXnwZ3YNf2BVP1jXcp6Q#Organization","url":"https:\/\/www.youtube.com\/channel\/UCqVBXnwZ3YNf2BVP1jXcp6Q","name":"Schema App","description":"Enabling digital marketing teams with a marketing knowledge graph powered by Schema Markup to drive AI initiatives and improve search.\n\nVisit https:\/\/www.schemaapp.com\/ to learn more!\nFollow us on Twitter\/X for frequent updates and industry insights: https:\/\/twitter.com\/schemaapptool","logo":{"url":"https:\/\/yt3.ggpht.com\/ytc\/AIdro_kMhMreiWazmOq62LuLn8xqefl5TR9eslSdBTA_OyQy-Yc=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject"}},"potentialAction":{"@type":"SeekToAction","target":"https:\/\/www.youtube.com\/embed\/93C7-0i5jIc?t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","interactionType":{"@type":"WatchAction"},"userInteractionCount":89}],{"@type":"InteractionCounter","interactionType":{"@type":"LikeAction"},"userInteractionCount":1}]}],{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Schema Markup","item":"https:\/\/www.schemaapp.com\/schema-markup\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"How Structured Data Empowers your Content Strategy: A Fireside Chat","item":"https:\/\/www.schemaapp.com\/schema-markup\/how-structured-data-empowers-your-content-strategy-a-fireside-chat\/#breadcrumbitem"}]}]