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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

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  • #lead-generation
  • #growth-driven-design

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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

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The Value of Retrospectives After Marketing Projects

For all the millions of articles, eBooks, videos, and podcasts explaining marketing best practices, we have to face facts—success comes down to experimentation and continuous improvement. It’s easy to get stuck in silos as we try to make continuous improvements to our strategies. The social media ...

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What is Structured Data and Why Does it Matter for SEO?

Inbound Marketing SEO
October 15, 2013

Structured data allows search engines to not only crawl your site, but to truly understand it. Yes, even search engines can have a tough time deciphering web page content.

Some elements that seem perfectly obvious to us humans are meaningless to web crawlers. That’s where structured data comes in to play. Structured data is added directly to a page’s HTML markup. Search engines use structured data to generate rich snippets, which are small pieces of information that will then appear in search results.

So, what exactly does structured data look like in search engine listings?

Structured data is the “extra” information that you see next to a website and meta description. For example, if you are searching for a restaurant, you will see not only the restaurant’s name, but also additional information such as hours, pricing and stars to indicate positive reviews.

If your website is not using structured data as a part of your SEO strategy, then your business is missing out on an important opportunity to rank higher in SERP. Wondering how your business can get started using structured data? Below, we’ve answered four of the most frequently asked questions about structured data:

#1: What is structured data?

Many websites are generated from data that is stored databases; when this data is formatted into HTML code, it can be difficult for web crawlers to effectively interpret this information.

Structured data is on-page markup that enables search engines to better understand the information currently on your business’s web page, and then use this information to improve your business’s search results listing.

For example, structured data makes it easier for web crawlers to determine company basics, such as NAP (name, address, place) data, as well as more complex information such articles, events, products, recipes, etc. on your web site.

#2: How does my business get started with structured data and SEO?

Google’s Structured Data Markup Helper is one of the most useful free tools to help your business get started with structured data. This markup tool help enhance Google’s understanding of the content on your website. This content is then used not only for your search engine results, but may also be incorporated into Knowledge Graph panels or Google Now cards, increasing your business’s online reach.

Embedding structured data directly into your website ensures this information is available to everyone. To do so with Google’s Structure Data Markup Helper, submit a web page to the helper and use your mouse to “tag” different page elements. When you are finished tagging, the Data Markup Helper will generate sample HTML code with microdata marked up. You can then download this code and incorporate it into your website.

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#3: Do I need a web developer to manage structured data and SEO for me?

First, the bad news: structured data uses HTML code, so some familiarity with coding can be beneficial. Now, for the good news: thanks to third party services like schema.org, as well as Bing and Google webmaster tools (like Google’s Structured Data Helper, discussed above), you do not need to be a coding expert – or even rely on a web developer – in order to incorporate structured data into your website.

Schema.org provides a collection of html tags that webmasters can use to mark up their pages for easy search engine recognition. Google’s Structured Data Helper also provides microdata markup for easily incorporating into your website.

However, if you have limited back-end web experience, your business may benefit from a developer’s expert assistance. Odds are that your time is better spent growing your business rather than trying to figure out the intricacies of microdata implementation.

#4: What about keywords – do they still matter?

As Google and other search engines weave increasingly complex layers of implicit intent into search results, keywords are fading in importance. For example, consider Google’s new “conversational search” feature, which automatically weaves information such as:

  1. Where you are,
  2. What you’ve searched for in the past,
  3. And who you are into their search query. 

Localization and personalization of search results make semantic SEO and structured data increasingly important. At the same time, mobile is driving the semantic revolution. As users transition from PC-based searches to mobile searches, structured data and SEO, rather than keywords, ultimately have a greater impact on search engine results. Keywords may never entirely die off, but according to marketing analytics firm Moz, the days of keyword domination are over.

Here's what an example structured data markup from Google's Webmaster Tools for one of our recent blog articles:

seo structured data googleseo structured data google tips

The Bottom Line

Structured data is the future of search engine marketing. Gone are the days when magical keyword counts or backlinks guaranteed search engine rank success.  

The ability of your business to effectively use structured data will increasingly dictate whether your website will favorably appear in Search Engine Results Pages (SERPs). Don’t let old school SEO tactics leave your business behind!
Search engines use structured data to generate rich snippets, which are small pieces of information that appear in search results.
Thanks to third party services like Schema.Org & Google Webmaster Tools, you don't need to be a coding expert to incorporate structured data into your website.
As users transition from PC-based searches to mobile searches, structured data and SEO, rather than keywords, ultimately have a greater impact on search engine results.
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September 7, 2017 Eunice develops and implements marketing strategies for Adhere Creative. She is a polyglot and the agency's go-to for witticisms, out-of-the-box marketing tactics, and compelling content. She loves reading, cooking, tending to the garden, and off-the-beaten path travel adventures. See All articles
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