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With the rapid rise of generative artificial intelligence, the landscape of digital publishers and SEO professionals has undergone a profound transformation. Our work, goals and objectives have evolved in response to these changes.
Search engines have become stricter in determining quality criteria with the growth of online content. therefore This is crucial for digital publishersnow more than ever Establishing authority and maintaining a consistent level of quality.
Look Beatrice Gambapresentation of on The Knowledge Graph Conference 2023 year – The power of knowledge graphs in modern SEO
Facing a tsunami of AI-written content
The role of SEO experts has adapted with the latest technology to help clients achieve online visibility.
Until now, my job as an SEO expert has been to engage digital businesses To achieve good visibility and build an excellent online reputation for their websites.
According to a study by Ahrefs of 920 million websites, 91% of online content gets no traffic on Google. We expect this number to increase Generative AI toolsEspecially for low-quality content that hasn’t been reviewed by editors.
As for optimizing artificial intelligence…
To answer this, I asked for guidance directly from Bing Chat.
I attended SMX Munich in MarchAnd Fabris Canel gave some tips about SEO during his conference Optimize for the new search experience.
The main advice was to focus Quality content and semantic markup.
I went on to ask what semantic markup is:
And it was no surprise to find it Mentioning WordLift Because we’ve been taking this approach forever: Delivering high-quality content enriched with semantic markup to meet user needs.
Protecting the value of digital content in the age of artificial intelligence
One of the major challenges for content producers in today’s fast-paced industry Demonstrate experience and credibility. In this context, Knowledge graphs play an important role To ensure and verify the authenticity of online content.
With the abundance of information online, consumers (and search engines) have become more cautious about the reliability and accuracy of the content they consume and are offered. Structured data can help build trust By demonstrating expertise in a specific field to the target audience.
but AI generated content can be valuable and effective, It needs the human touch and contextual understanding that comes with authentic experience. Knowledge graph information can help show the expertise and depth of knowledge that differentiates human-generated content from AI-generated content.
Demonstrating expertise and credibility is critical to building trust, standing out, building authority, improving audience engagement and visibility. By addressing the authenticity of content with structured data, it is possible to deliver irreplaceable value in enhancing your online presence.
WordLift’s role in this picture is Use knowledge graphs to generate and validate content scope; In this way we have helped clients like Ippen DigitalOne of Germany’s largest online publishers to improve their content 9,000 enriched tags and 29,000 semantic links (triples) are published on the Internet.
Through this process, millions of articles are tagged and linked to a knowledge graph, forming mini-graphs with intelligent features.
The test worked exceptionally well because It gave context to things that weren’t there before. And so we did Providing additional information For each piece of content, users are provided with a A more meaningful and interesting experience.
Providing additional information with structured data
Let’s dive into the key Schema.org features and markup that can help you assess authority and build trust for digital publishers online.
Targeting local queries with structured data
Structured data plays a crucial role in targeting local queries and meeting the information needs of specific regions. For example, adding Place the marking Location-specific news articles provide comprehensive coverage and relevance for local searches.
cites a favorite SEO expert Bill Slavsky:
“If you’re using structured data, you’re providing more accurate information to search engines, using data in the formats they expect people to use when searching.”
An era of personal schema and demonstration of expertise
appear Type of personality schema Complies with Google’s framework for evaluating the quality of content on websites, known as EEAT (Experience, Expertise, Authority, Trustworthiness).
To validate EEAT, we can rely on schema markup for authors, which includes properties such as sameAs, citations, awards, and credentials.
Embedding all information about our experience in a particular field Help search engines and AI ecosystems recognize and value our hands-on experience in the industry.
The more Google recognizes an author’s name as an expert on that topic, the better their online content authority will be.
Other features of Schema.org that develop the EEAT context are:
Exceeding the expectations of search engines
The NewsMediaOrganization Marking is Industry specific type which provides More information about the news publisher; In this case, the most important properties that should be thoroughly compiled are the founder and the address.
The founder claims that there is an individual behind the business. At the same time, the address shows that the organization physically exists, which adds to its authority.
Is it just for Google to find data?
The answer is no.
This is for everyone.
This is a digital community for us as publishers and users, and it aims to:
- Better and safer AI that everyone can contribute to
- Spreading good information and avoiding fake news
- Delivering more value to editorial teams
Semantically structuring practical experience
Combining structured data as metadata has several advantages SEO for news publishers:
- Strengthening the movement
- Comprehensive coverage of topics
- Content is recognized as a trusted source for AI ecosystems.
At WordLift, our strategy includes: Search query analysis, planning, validation and publishing of content enriched with structured data. Performance monitoring, we constantly Content optimization and improvementProving to our customers that the published Knowledge Graph drives the ROI of their digital marketing campaigns.
When updating existing articles to evaluate EEAT, we mainly focus on the following scheme, properties within the article markup:
- the author – information about the author of the article; This is a marking of personality type
- Date of publication – Article ownership to estimate when the article was published and how old it is
- The date has been changed – An article feature that confirms that the content is fresh and periodically updated
- in the language – A property of an article that provides information about the language of the content
- Publisher – Organization branding leads to information about the business that provides the content online
- About & Denotes – Article properties that provide contextual information about the topics covered within the article
- Questions and answers – The FAQ page markup is nested inside the article markup
conclusion
In a rapidly evolving digital landscape, Optimizing AI content and differentiating it from AI-generated content is vital for news publishers to improve SEO..
Knowledge graphs are useful Because they can communicate with search engines and artificial intelligence ecosystems in the same language: all the information in the form of metadata that we put in our content shows the experience, helps to achieve better rankings, improves ROI and establishes digital publishers as trusted sources. information.
Structuring data benefits organizations and contributes to a better and safer AI ecosystem where good information is valued and used effectively.
Look Presentation by Beatrice Gamba on The Knowledge Graph Conference 2023 – The power of knowledge graphs in modern SEO
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