Each year about this time, we visit the subject of mobile SEO, and, each year, Mobile SEO is increasingly more important for the visibility of your site. If you’re still wondering why this matters, consider how often you reach for your phone to look something up. You’re not alone — more than 60% of all online traffic comes from mobile devices, and in some verticals, that number shoots up to over 90%!
Mobile traffic now makes up over 60% of all online visits (up to 90% in some industries)
Big change alert: Google is replacing First Input Delay (FID) with Interaction to Next Paint (INP) on March 12, 2024
Mobile-first indexing is now Google’s standard – your mobile site version matters more than ever
Voice search is a growing opportunity, with 62% of businesses still not optimizing for it
Tools like Google’s Lighthouse and PageSpeed Insights can help you evaluate your mobile performance
What’s Mobile SEO, Anyway?
Think of mobile SEO as making your website friendly for smartphone and tablet users. It’s all about ensuring your site looks great and works smoothly on mobile devices, just like meeting a friend who makes you feel comfortable and welcome. It’s not just a nice-to-have anymore—it’s absolutely essential.
Why Should You Care?
Here’s the thing: Google has gone all-in on mobile. They’re now looking at the mobile site first when deciding how to rank the search results.And if you’re thinking, “My audience mostly uses desktops,” you might want to double-check that assumption. Here’s how:
Pop into your Google Analytics 4
Click on Reports
Look for the Insights icon on the right
Find “Suggested Questions”
Head to Technology
Check out “Top Device Model by Users.”
Understanding Your Mobile Visitors
Let’s get real – mobile users are different from desktop users. They’re often on the go, maybe standing in line at a coffee shop or riding the bus. They don’t have time for slow-loading pages or tiny, unreadable text. They want quick, easy-to-digest information that doesn’t make them squint or zoom in.
What’s interesting is the rise of voice search. Despite its growing popularity, 62% of businesses need to optimize for it. That’s a massive opportunity if you want to stay ahead of the curve!
The Big Change Coming in 2024
Heads up! There’s a significant change coming on March 12, 2024. Google is switching from First Input Delay (FID) to Interaction to Next Paint (INP). Don’t let the technical terms scare you—it basically means Google is getting better at measuring how quickly your site responds to user interactions.
Here’s what you need to know about INP:
Great score: Under 200ms
Needs work: 200-500ms
Poor: Over 500ms
Making Your Site Mobile-Friendly
Let’s break this down into manageable chunks:
Responsive Design
Think of responsive design as making your website like water – it should flow naturally to fill whatever container (screen) it’s in. This is Google’s preferred approach, and it makes your life easier, too, since you only have to maintain one website.
Images
Images can make or break your mobile experience. Here’s what works:
Use responsive images that adjust to screen size
Implement lazy loading (only load images as users scroll to them)
Compress your images
Add them to your sitemap
Content Style
Write for mobile users:
Keep paragraphs short and sweet
Use clear, concise headers
Make sure your font is readable
Break up content with bullet points and lists
Pop-ups (Interstitials)
Be careful with pop-ups! Google doesn’t like ones that get in the way of content, especially right after someone clicks through search results. Think of it this way: don’t interrupt someone right as they’re about to start reading.
Where Should You Start?
If this feels overwhelming, don’t worry! Here’s your priority list:
Get your responsive design sorted first
Make your content mobile-friendly
Optimize those images
Fix any hard-to-tap buttons or links
Add structured data (the technical stuff that helps Google understand your content better)
Remember, you don’t have to do everything at once. Start with what will make the most significant difference for your users, and build from there.
The mobile web isn’t the future anymore – it’s the present. But don’t let that stress you out. Take it step by step, and you’ll provide a great mobile experience before you know it. And your visitors (and Google) will thank you for it!
Want to check how mobile-friendly your site is? While Google retired its mobile-friendly testing tool in October 2024, you still have many options. Try Bing’s mobile-friendly test, Google’s Lighthouse Chrome extension, or PageSpeed Insights. These tools will give you a clear picture of where you stand and what needs fixing.
Summary
Over time, the importance of mobile SEO has significantly increased as online traffic from mobile devices now exceeds 60%, with some industries seeing figures above 90%. With Google’s shift to mobile-first indexing, businesses face new challenges, particularly with the upcoming Interaction to Next Paint (INP) change, replacing First Input Delay (FID) on March 12, 2024.
Mobile SEO optimizes websites for higher visibility in mobile SERP. It aims to enhance user experience, improve search visibility, and ensure functionality on mobile platforms. Key elements include optimizing page speed, content readability, and user-friendliness. Since 58% of global traffic comes from mobile, prioritizing mobile optimization is crucial for capturing significant traffic. Understanding mobile user behavior is vital, as these users tend to have shorter attention spans and prefer concise, visually appealing content.
Additionally, optimizing for this feature presents a considerable opportunity for increasing mobile traffic as more users utilize voice search. To analyze current mobile versus desktop traffic, Google Analytics 4 can assess user demographics and behaviors, allowing businesses to effectively tailor their strategies for mobile users. Ultimately, the future of SEO demands a robust approach to mobile optimization to meet evolving user expectations and search engine standards.
Google’s online shopping was revamped in the United States in the last several week. Google has unveiled a game-changing transformation of its Shopping sites, introducing a revolutionary AI-driven experience set to redefine the e-commerce landscape.
This revamp pairs Google’s extensive Shopping Graph—boasting 45 billion product listings—with its powerful Gemini models, setting a new standard for personalization and convenience in e-commerce. As of today, U.S. users will begin to experience the convenience of this new AI-driven Shopping platform. This platform will simplify and streamline how people research, compare, and purchase products.
For example, the new AI-powered Shopping experience can assist consumers in finding the ideal men’s winter jacket by making tailored recommendations based on specific requirements, such as climatic considerations for the Pacific Northwest. The new Google shopping experience will be fully implemented across the United States in the coming weeks, providing everyone with a more convenient shopping experience. The GSE claims to simplify and streamline how people research, compare, and purchase product experiences for everyone.
GSE is set to change how consumers look for, compare, and buy products, simplifying and streamlining the entire experience. For instance, their new AI-driven shopping feature can help shoppers find the perfect men’s winter jacket by offering personalized suggestions based on factors like the specific climate in the Pacific Northwest.
The new Google shopping experience will be fully implemented across the United States in the coming weeks, providing everyone with a more convenient buying experience.
AI is at the core of the new Google shopping experience. Google shopping sites no longer only provide consumers with product listings.
Now, it provides AI-generated briefings to help people navigate their Google shopping experience. These briefs highlight essential variables before purchasing a product, allowing customers to interact with the platforms more successfully. However, it goes beyond simply recommending products.
Google Shopping has increased classification, showing products in a more structured format, making it easier for customers to navigate their alternatives.
Furthermore, adding dynamic filters allows users to narrow their Google shopping search by size, availability, and geographic proximity, resulting in more relevant results and less choice fatigue. For example, users may instantly find a men’s winter jacket by filtering by size, availability, and local weather conditions. Users can submit comments on AI-generated briefs to help Google enhance its shopping experience.
The example below shows a mobile version of the new Google shopping experience, with users searching for “tea kettle for matcha.”
Similarly, the new desktop Google Shopping experience has received a significant upgrade when using the exact search for “tea kettle for matcha.”
Integrating AR (augmented reality) and AI shopping tools is even more exciting. Users can try on clothing or accessories via Virtual reality, which can help speed up the purchase decision-making process.
Google Shopping’s AI Technology
Google Shopping’s AI technology is revolutionizing the online shopping experience. By leveraging advanced artificial intelligence, Google Shopping can offer users highly personalized product recommendations that cater to their unique preferences and needs. This means the platform can suggest products that are most relevant to you, whether you’re searching for a specific item or browsing.
One of the standout features powered by AI is the dynamic filters. Such filters allow users to refine their search based on criteria such as price, brand, and specific product features. This makes it incredibly easy to narrow down options and find what you’re looking for without sifting through endless listings.
Additionally, Google Shopping’s AI technology enhances the shopping experience with virtual try-ons. This feature allows users to see how clothing or accessories will look on them before making a purchase, adding a layer of confidence to their buying decisions.
Moreover, the AI-driven platform ensures that users always get the best prices and deals. By constantly evaluating market trends and prices, Google Shopping can highlight the most cost-effective solutions, making it easier for customers to locate amazing offers. By continuously analyzing market trends and prices, Google Shopping can highlight the most cost-effective options, making it easier for shoppers to find great deals.
This AI technology opens up new avenues for brands to connect directly with shoppers. Through assistive experiences like AI shopping, brands can engage with their audience more meaningfully, providing tailored recommendations and offers that resonate with individual shoppers.
Personalized Shopping Tailored to Each User
A new personalized homepage feed is another significant revamp of the Google Shopping experience.
Users will now start to see a compilation of shoppable products and videos based on their shopping behavior and preferences.
The platform aims to inspire consumers, not just help them buy. For example, AI-generated briefs can assist users in finding the most suitable men’s winter jackets based on their preferences and location.
The new Shopping platforms also allow users to resume where they left off in their search, making it seamless to continue their decision-making process without starting from scratch.
You can quickly revisit saved products, deals, and categories, creating a more continuous and connected shopping journey.
The example below shows the new personalized Shopping feed on a mobile device. It showcases individual products, deals, video content, and more.
Credit: Google, October 2024
Users who prefer a more personalized shopping experience can easily manage their preferences through their Shopping settings. Google allows users to turn off or customize the extent of personalization, giving them full control over their shopping journey and ensuring they feel empowered.
Enhanced Product Discovery with Dynamic Filters
Google Shopping’s dynamic filters are a game-changer for product discovery, empowering users to narrow their search results quickly. This efficiency makes the online shopping experience more time-efficient and enjoyable. Whether you’re looking for a specific brand, price range, or product features, dynamic filters make finding what you need simple and quick.
AI allows these filters to learn and adapt to user behavior over time. This means that the more you use Google Shopping, the more accurate and relevant your search results become. For instance, if you frequently search for eco-friendly products, the dynamic filters will prioritize these options in future searches.
The ability to search by various criteria such as price, brand, and product features ensures that users can quickly zero in on the perfect product. This saves time and reduces the frustration of wading through irrelevant results. For example, suppose you’re searching for a men’s winter jacket. In that case, you can filter results by size, material, and even specific features like waterproofing or insulation, ensuring you find the best match for your needs.
Dynamic filters also enhance the shopping experience by providing a more personalized and streamlined journey. By delivering hyper-relevant results, these filters help reduce decision fatigue, making it easier for users to make informed purchasing decisions.
In summary, Google Shopping’s dynamic filters significantly improve product discovery, making the online shopping experience more tailored and user-friendly. With these advanced tools, finding the perfect product has never been easier.
Finding the Best Prices Just Got Easier
The new Shopping experience features price comparison tools, price insights, and tracking options that allow users to monitor price fluctuations over time through the Shopping Tab on Google Search.
One standout feature is the personalized deals page, where users can browse customized deals based on their shopping behavior and interests.
By clicking the “Deals” tab, shoppers can instantly find the best offers tailored to them.
The examples below show the new Deals experience on a mobile device, showcasing items like:
Carousel product categories
Top deals
Latest deals
Regular product listing ads (PLAs)
And more.
Expanding Reach with Merchant Center
Expanding your reach with Merchant Center can help you tap into the vast online shopping market. By creating a Merchant Center account, you can list your products on Google Shopping, making it easier for customers to find and purchase from your store. With Merchant Center, you can manage your product listings, track your performance, and optimize your campaigns for better results.
By using Merchant Center, you can increase your online visibility, drive more traffic to your website, and ultimately boost your sales. Additionally, Merchant Center provides valuable insights and analytics to help you understand your customers’ behavior and preferences, allowing you to make data-driven decisions to improve your online shopping experience.
Boosting Sales and Conversions
Boosting sales and conversions is a top priority for any online retailer. With Google AI-powered features, you can optimize your product listings to increase conversions and drive more sales. Dynamic filters can help customers quickly find what they’re looking for, and virtual try-ons can provide an immersive shopping experience that simulates the in-store experience.
Personalized deals and deal-finding tools can also help you attract price-conscious customers and increase conversions. By offering the best prices and providing a seamless shopping experience, you can build trust with your customers and encourage them to purchase. With Google Analytics and insights, you can track your performance and make data-driven decisions to optimize your campaigns and boost sales.
Improved Mobile Experience
With most online shoppers using mobile devices to browse and purchase products, providing an improved mobile experience is crucial for online retailers. Google Shopping is a mobile-friendly design, and features can help you provide a seamless shopping experience for your customers, regardless of the device they use.
By optimizing your product listings for mobile devices, you can increase your online visibility, drive more traffic to your website, and ultimately boost your sales. Additionally, Google Shopping’s mobile-friendly features, such as virtual try-ons and personalized deals, can help you provide an immersive shopping experience that simulates the in-store experience.
Benefits for Businesses
Google Shopping’s transformation offers numerous benefits for businesses, making it an essential tool for enhancing their online presence and driving sales. By integrating advanced AI-powered features, companies can significantlyincrease their online visibility and reach a wider audience.
Dynamic filters and AI-generated briefs play a crucial role in improving product discovery. These tools help users quickly find the most relevant products, allowing businesses to showcase their offerings more effectively. By presenting products in a more organized and accessible manner, companies can ensure that their products stand out in a crowded marketplace.
Another significant advantage is the enhanced customer experience of personalized deals and virtual try-ons. These features create a more engaging and interactive shopping experience, increasing customer satisfaction and loyalty. Shoppers can now virtually try on clothing or accessories, making their purchase decisions more accessible and confident.
Google Shopping’s deal-finding tools and price comparison features enable businesses to offer competitive pricing, helping them stay ahead of the competition. Companies can attract price-conscious customers and increase conversions by providing users with the best prices and personalized deals.
The new Google Shopping experience allows businesses to provide users with the most relevant products and information, driving sales and boosting conversions. By leveraging these innovative tools, companies can enhance their online shopping experience and succeed tremendously in the competitive e-commerce landscape.
Optimizing Product Listings for Google Shopping
Businesses must optimize their product listings effectively. Here are some key strategies to consider:
Use High-Quality Product Images: High-quality images are essential for showcasing products in the best light. Clear, detailed images increase the chances of users clicking on the listing and making a purchase.
Write Detailed and Accurate Product Descriptions: Accurate and detailed product descriptions help users understand the product features and benefits. This information is crucial for increasing the chances of conversion, as it gives users the confidence they need to purchase.
Set Competitive Prices: It is vital to monitor and adjust prices regularly. Google Shopping’s deal-finding tools can help businesses identify the best pricing strategies to attract more customers.
Utilize Dynamic Filters: Dynamic filters allow users to narrow their search results based on specific criteria. By using these filters, businesses can ensure that their products are showcased to the right audience, increasing the likelihood of conversion.
For example, users can find a men’s winter jacket by size, material, and specific features like waterproofing or insulation.
Provide Virtual Try-Ons: Virtual try-ons offer an immersive shopping experience, allowing users to visualize how products will look on them. This feature increases user engagement and conversion rates by simulating the in-store experience.
Offer Personalized Deals: Personalized deals help businesses stand out from the competition. By tailoring offers to individual users based on their shopping behavior, companies can increase the chances of conversion and drive sales.
Use AI-Generated Briefs: AI-generated briefs provide users with the most relevant information about a product. These briefs guide users through their shopping journey, increasing the chances of conversion and driving sales.
By optimizing product listings and utilizing Google Shopping’s new features, businesses can improve their online shopping experience, increase conversions, and drive sales. Leveraging these tools will help companies stay ahead in the competitive e-commerce landscape and provide a seamless shopping experience for their customers.
What This Means For Marketers
Google’s revamped Shopping platform is not just a game-changer for consumers—it’s also poised to impact the marketing landscape significantly. Acting as a powerful search engine facilitates product discovery and price comparison, enhancing the overall shopping experience. Here are a few impacts that the new experience may have on marketers.
#1: Product Discovery Is Now AI-Driven
Thanks to AI-generated product briefs, marketers now have an unparalleled opportunity to appear in highly personalized search engine results.
This level of detail allows Business to be more relevant at the research stage of a shopper’s journey, making it crucial for marketers to ensure their product data is optimized for Google’s search engine AI.
Brands that provide clear, concise product descriptions, high-quality images, and accurate attributes in their product feeds likely benefit from improved visibility.
#2: Enhanced Engagement with AR and Virtual Try-Ons
For fashion, beauty, and other visually driven categories, the inclusion of AR-based virtual try-ons represents a breakthrough in product showcase technology.
Marketers can leverage these tools to create more interactive and engaging shopping experiences, which can give potential buyers the confidence they need to complete a purchase.
As Google continues to develop these capabilities, brands should keep their product images top-of-mind and how users may interact with them when trying to make a purchase decision.
#3: Personalized Marketing Opportunities
The new personalized homepage and tailored deal feeds offer marketers a fresh way to reach their target audience.
With consumers now receiving highly curated shopping experiences, brands focusing on personalization in their campaigns will have a better chance of reaching shoppers with the right product at the right time.
#4: Price Transparency is Key
With price comparison and deal-finding tools baked into the new Shopping experience, marketers should focus on price competitiveness and transparency.
Consumers are more informed than ever, and with the ability to track and compare prices, local markets that offer clear value propositions will stand out.
Marketing strategies should emphasize quality and the best value for money, aligning with the price-conscious behavior this new Shopping model encourages.
#5: Experimentation and Feedback
Given that the AI-generated briefs are still experimental, marketers have the unique opportunity to shape this feature.
By encouraging customers to provide feedback and adjusting their product listings accordingly, commerce can play an active role in improving the AI’s accuracy and relevance.
This two-way interaction between marketers, consumers, and Google’s AI could eventually lead to more fine-tuned product recommendations and higher conversion rates.
The Future of E-commerce
The future of e-commerce is rapidly evolving, with AI-powered features and personalized shopping experiences becoming the norm. With Google Shopping’s AI-powered features, you can stay ahead of the curve and provide a seamlessshopping experience that meets your customers’ evolving needs.
As the online shopping market continues to grow, it’s essential to stay ahead of the curve and provide a seamless shopping experience that meets the evolving needs of your customers. With Google Shopping’s AI-powered features and personalized shopping experiences, you can drive more traffic to your website, boost sales, and stay ahead of the competition.
Summary
Google’s reinvention of its Shopping platform marks a new era for online shopping—one that is faster, more personalized, and smarter, thanks to AI.
For marketers, this presents a host of opportunities to engage with customers more meaningfully, from optimized product listings to dynamic, immersive experiences like virtual try-ons.
As this new AI-powered Google Shopping continues to roll out across the U.S., marketers need to be ready to adapt and leverage these innovative tools to drive brand awareness and conversion.
The new shopping experience officially rolled out in the United States today and will continue to roll out over the coming weeks to more users.
There are a variety of schema types that will be used for various purposes. Although there are many great tools for creation of these structured data, it always helps if youare familiar with the various types of structured data.
Highlights
Here are the important information discussed in this article:
E-commerce Schema Types:
Product Schema provides crucial information like price, availability, and reviews, enhancing visibility through rich snippets in SERPs, such as product carousels and review stars.
Aggregate Offer Schema allows comparison of prices from multiple vendors, increasing user interaction and sales for marketplace businesses.
Informational Schema Types:
FAQ Schema surfaces common questions and answers directly in search results, improving user interaction and visibility in voice searches.
Question and Answer Schema supports user-generated queries and answers, often used in forums, increasing visibility through Q&A carousels.
Events Schema:
Used to mark details of physical or virtual events (concerts, webinars), improving visibility in Google’s event-oriented searches. New properties like BroadcastEvent enhance live event presentation.
Entity-Based Search:
Focuses on how search engines recognize entities (people, places, things) rather than keywords. Schema types like Person, Organization, and SameAs clarify entity relevance and improve indexing in Knowledge Graphs.
Speakable Schema:
Optimizes content for voice search, enabling devices like Google Assistant to identify parts of a webpage suitable for audio playback.
Multimodal Search and Schema:
Supports searches using multiple input methods (text, images, voice). Schemas like VideoObject and ImageObject ensure multimedia content is correctly indexed and ranked.
Schema Nesting:
Helps represent complex relationships within schema, improving rich results by nesting one schema type inside another (e.g., Product within Offer within LocalBusiness).
Local SEO Strategies with Schema:
Local Business Schema improves visibility by helping search engines understand location, hours, and services. Claiming Google My Business listings and using location-specific content enhance local search rankings.
User Experience (UX) and Schema:
Schema improves UX by making content more accessible to search engines and users. Schema.org, JSON, and microdata markup help create structured, user-friendly experiences.
Technical SEO and Schema:
Technical SEO, including schema and mobile optimization, is essential for improving site performance, visibility, and search rankings. Fast loading speeds and a well-structured website enhance user experience.
Schema Markup and Metadata:
Schema markup and metadata are vital for helping search engines comprehend content context, improving search visibility and user experience.
Future of Schema (2025):
Schema will become increasingly important, particularly for mobile, voice, and AI-driven search optimization, making it a key strategy for staying competitive.
E-commerce
The Product Schema is essential in business as it provides information on price, availability, and reviews.
This schema affords rich snippets like product carousels and review stars in SERPs, greatly enhancing click-through rates.
Merchant listings (a combination of Product and Offer schema) can be an excellent way for new commercial websites to gain initial visibility and traffic through Google Shopping.
The Aggregate Offer schema is ideal for the marketplace. It allows the representation of various offers from multiple vendors for a single product, thus enabling users to compare prices against their offers.
Informational
FAQ schema allows common questions and answers about the websites to be displayed directly on search results pages.
It is effective for encouraging user interaction, getting succinct answers for conversational queries, and appearing in rich search results and voice searches.
The Question and Answer schema is for pages where users can ask questions, and multiple answers are imparted, commonly found on forums or community-based platforms.
This powers a Q&A carousel that surfaces questions and answers on the SERP, greatly enhancing visibility and CTR for long-tail queries and conversational searches.
Article and WebPage schemas can improve visibility in Google News, Discover, and Top Stories carousels and exposure in voice search. SEO can take advantage of AI-generated content through quality informational content.
Events
Event schema is mainly used to mark details about virtual or physical events such as concerts, conferences, webinars, or local meetups.
Aspects like date, venue, time, ticket availability, and performers are mentioned. This alone is enough to tip the balance and allow control of Google’s event listing, enhancing visibility in Google’s local or event-oriented searches.
The newly supported properties for BroadcastEvent and ScreeningEvent enhance how live events and screenings are presented within the search.
How to use schema
While the below applications aren’t entirely new to SEO, they will gain life and catch the eye of marketers. User behaviors continue to evolve, making schema increasingly critical in conjunction with mobile optimization, among other aspects of current SEO strategies.
Entity-based search
Entity-based search is when search engines favor entities—people, places, things, and concepts—over individual keywords.
Rather than focusing on standalone words and their relationships, search engines now better understand the connections between entities and how they fit into a much broader picture in some instances.
Schemas for Person, Organization, or Place schema can clarify the relevance of an entity, making the way towards indexing the entity in Knowledge Graphs and in entity-based results.
Again, the SameAs schema can help establish that two entities under discussion on a site are the same.
Thus, it can create a relationship between an entity mentioned on a page and an entity discussed on an independent site.
Applying SameAs markup and linking to trusted external sources, such as Wikidata, Wikipedia, or authoritative social media profiles, can strengthen the association and improve recognition and scope in Knowledge Graphs and rich search results.
Speakable for voice search
Speakable schema (in beta at Google) is an essential tool for optimizing content for voice searches.
It assists search engines in identifying which parts of a webpage are most suitable for audio playback, including devices that use Google Assistant with TTS.
The aim is to deliver concise and precise answers to users’ inquiries in a spoken format. These responses are particularly beneficial for news websites and publishers, as they can highlight important content to be included in voice replies.
Multimodal search
Multimodal search enables users to interact with search engines through various input methods, such as text, images, and voice, sometimes all in one query.
This capability is primarily powered by AI models that handle many data types simultaneously.
Schemas like VideoObject and ImageObject help ensure that multimedia content is accurately interpreted, indexed, and ranked.
Schema nesting
Schema nesting facilitates the representation of more intricate relationships within schema.
By placing one schema type inside another—for instance, a Product schema within an Offer schema, which is then nested within a LocalBusiness schema—detailed information about product availability, pricing, and location can be conveyed.
This allows search engines to grasp individual data points and their connections, resulting in more contextually rich search results, such as specific local availability and offers linked to particular businesses.
Another illustration could be a Recipe schema nested within a HowTo schema, which is further nested within a Person schema.
This indicates that a specific individual (the author or chef) created the recipe, which includes step-by-step instructions for preparing the dish.
The Person schema would encompass the chef’s name, biography, and social media profiles.
The HowTo schema would outline the cooking process, detailing the steps and materials needed.
Recipe schema outlines essential details such as ingredients, preparation time, and nutritional information.
This structure allows search engines to present rich snippets that clearly and neatly showcase the recipe’s creator, ingredients, and cooking instructions.
The main advantages of schema nesting include:
Enhanced contextual understanding and improved rich results.
Nesting also provides flexibility to cater to various search intents.
It enables search engines to prioritize information based on user queries.
Local SEO and Structured Data
Local SEO Strategies
Local SEO is an important component of digital marketing aimed at helping businesses connect with local customers and boost conversions. This process involves optimizing a website for local search engines, AI search tools, and directories, like Google My Business, Perplexity, and Yelp, to help your business stand out locally.
Structured data markup is essential for local SEO. It assists search engines in understanding a business’s location, operating hours, and services offered. Adding structured data to web pages can improve local search rankings and draw in more visitors.
Key local SEO strategies include:
Claiming and optimizing Google My Business listings: Ensure your business information is accurate and comprehensive.
Building high-quality local citations: Get your business listed in trustworthy local directories.
Creating location-specific content: Produce content that caters to the needs and interests of your local audience.
Using location-based keywords: Integrate keywords representing your local area to enhance search relevance.
Optimizing your website for mobile devices: Make sure your site is mobile-friendly, as many local searches are performed on mobile devices.
By applying these strategies, businesses can boost their local search visibility, increase website traffic, and ultimately drive more conversions.
User Experience (UX) and SEO
Enhancing UX with Structured Data
UX is a crucial element in SEO, as it helps search engines gauge a website’s relevance and authority. By improving UX with structured data, businesses can elevate their website’s ranking and attract more visitors.
Structured data markup helps search engines and AI search tools better understand a website’s content and context, which can significantly enhance both UX and search engine rankings. Common types of structured data markup include:
Schema.org markup: A standardized markup language that aids search engines in grasping a website’s content and context.
JSON markup: A lightweight markup language that aids search engines in comprehending a website’s content and context is known as JSON-LD markup.
Microdata markup serves a similar purpose, helping search engines understand a website’s content and context.
Incorporating structured data markup into a website can enhance user experience (UX) and boost search engine rankings. Effective methods to improve UX with structured data include:
Utilizing Schema.org markup for website content: Leverage Schema.org to offer comprehensive details about your content.
Employing JSON markup to outline website content: Use JSON for a lightweight and adaptable markup solution.
Integrating microdata markup into website content: Embed structured data directly within your HTML using microdata.
Adding structured data to your web content is simplified Using Google’s Structured Data Markup Helper tool.
By adopting these strategies, businesses can improve their UX and search engine rankings, which can lead to increased traffic and conversions on their websites.
Technical SEO and Schema
Technical SEO optimizes a website’s technical elements to improve page ranking in SERPs and AI search results. Mobile optimization is a big part of technical SEO, addressing the growing use of mobile internet and ensuring a smooth user experience. Techniques in technical SEO include refining website structure, content, meta tags, mobile-friendly design, and providing fast loading speeds. Schema, or schema markup, is a piece of code that assists search engines in understanding a website’s content and context. By supplying detailed information such as business hours, reviews, and events, the schema allows search engines to deliver more precise and relevant search results. Implementing technical SEO and Schema is vital for enhancing a website’s performance and search rankings.
Schema Markup and Metadata
Schema markup and metadata are essential in helping search engines and AI search tools to comprehend the content and context of a website. Schema markup adds extra details about a site’s content, such as business hours, reviews, and events, which can improve how search engines present this information in search results. Metadata, which includes title, description, and keyword tags, offers insights into a website’s structure and content. Effectively utilizing schema markup and metadata can enhance visibility and rankings in SERPs, making it easier for users to discover relevant information.
Maximize your search optimization with schema.
Schema is already a vital component of SEO success for both large and small websites. Mobile optimization is critical to addressing the growing use of mobile internet and ensuring a smooth user experience, essential for achieving high search engine rankings. Optimizing search queries, particularly voice search-related ones, boosts relevance and engagement in search results.
With hundreds of schema types, numerous Google SERP features, and the rise of AI and voice search applications, its significance is set to increase in 2025. A well-crafted SEO strategy that adapts to these developments is fundamental for maintaining a competitive advantage.
As all search platforms evolve, thoughtfully and creatively utilizing schema can offer a substantial competitive edge, enabling visibility in current features and preparing for future opportunities.
These highlights capture the importance of structured data and its evolving role in modern SEO.
Search Everywhere Optimization (SEO): Refers to the shift in consumer search habits, requiring businesses to optimize for multiple search platforms and devices, relying heavily on structured data (schema).
Mobile Optimization: Vital for SEO success due to increasing mobile internet usage. Provides a seamless user experience and will be crucial in 2025.
Non-Branded SEO: Structured data combined with relevant keywords boosts non-branded search results and user experience, safeguarding against algorithm changes.
Schema and Rich Results: Structured data enables rich results like snippets and knowledge panels in search engines, increasing visibility, especially for non-branded searches.
Zero-Click Search: Schema drives zero-click searches by delivering direct answers in search results, improving brand visibility and authority, even without clicks.
Search Everywhere Optimization means more structured data
Search Everything or Search Everywhere Optimization is a term that describes the shift that consumers have taken through their search habits on the web. There are now countless ways to perform searches. Most of these search tools rely on structured data (schema) and semantic search to promote meaningful results and better user experience. Mobile optimization is essential in the evolving SEO landscape to ensure a user-focused approach that caters to rising mobile internet usage, providing a seamless user experience this fall, and will likely become an even more essential need in 2025. Schema still looks set to become a prime contender in the future of SEO, especially incorporating AI, voice, and visual search.
This means schema is no longer a luxury; it’s an essential part of any strategy. Non-branded SEO has become the bulwark for art organizations to save themselves from fluctuations in their traffic with frequent updates by Google, Meta, or Perplexity. Structured data combined with relevant keywords can significantly enhance search results and user experience.
Here is everything there is to know about schema, including its importance, statistics about trends, significant schema types, advanced techniques, etc.
Understanding SEO
Definition of SEO
Search Everywhere Optimization (SEO) is the process of enhancing a website’s visibility and ranking on search engine results, AI search tool results, and general social media searches through various techniques and strategies. The primary goal of SEO is to increase organic (non-paid) traffic to a site by making it more attractive and relevant to search engines. This is achieved by optimizing the website’s content, structure, and coding to better align with search engine algorithms and user intent. By understanding what users are searching for and how search engines interpret those queries, businesses can tailor their online presence to meet these needs, ultimately driving more traffic and engagement.
SEO in a nutshell
As described in some of our blog posts, “Search Everything Optimization is optimizing one’s website content, structure, interface, and entire online presence to maximize its discoverability on every possible form of platform, to improve organic visibility in search results. As search behavior becomes diverse and more inclusive of other platforms besides Google, businesses must adapt to this change by updating their SEO strategy. Mobile optimization features prominently in the user-centric approach that is necessary, given the rising mobile internet usage and explicit user engagement through a seamless experience that is ideal for achieving high SERP rankings. Client recommendations now widely consider search engine optimization as an indispensable service. Good SEO will also have implications for business processes. Learning models will be set up and monitored to comprehensively perceive risk and understand how these models will influence decisions and operations within the organization.” Rely on schema to generate snippets, enabling search engines to understand information contextually to make your website more visible on search results.”
Search Everywhere Optimization is optimizing the visibility and ranking of a site on a whole bunch of search platforms through various techniques and strategies. Search optimization seeks to improve the quality of organic traffic to a site by making that site more visible and relevant to search tools. This process hinges on understanding how search works, what people search for, and the keywords and phrases they use. Optimizing all on-page and off-page elements, including content and structure, with relevant keywords is essential to enhance the potential for achieving high rankings on AI and traditional search engines. This optimization will consequently lead to increased traffic directed to your websites.
Search Landscape
Algorithms
Interactive algorithms operate from intricate principles to assign values to web pages so that the most relevant ones are shown to users. Constant algorithm updates arise to keep enhancing the accuracy and relevance of searches. Some examples of essential updates in search engine algorithms include the Panda, Penguin, and Hummingbird updates from Google. These updates focused distinctly on search engine optimization (SEO) aspects, such as content quality, link integrity, and semantic search. Understanding the concepts and their implications for SEO will help SEO practitioners develop effective SEO strategies. By being on the ball with changes in algorithms, a business will also have the right to tweak its SEO to maintain or improve its rank.
The following section highlights what schema is, why it extends importance, how it operates, and how it stands to boost SEO.
What is Structured Data?
Structured data is a standardized format that provides search engines with additional context about a website’s content. Implemented using schema markup, a type of microdata, structured data helps search engines understand the meaning and relevance of a website’s content. This can include information such as business hours, reviews, and product details. By providing search engines with structured data, websites can improve their visibility and ranking in search results. Additionally, structured data enhances the user experience by delivering more accurate and relevant information, making it easier for users to find what they are looking for.
What kinds of structured data do search tools understand?
Schema is a standard way to structure a page’s content and define tags to make it easier for search tools to understand. It usually also contributes to building the knowledge graph.
Schema allows Google to create more in-depth listings, rich results, and an assortment of features on SERPs. Practically all AI Search engines have exported schema data to them to demonstrate comprehension and contextualize relevant content.
Inclusion in these features dramatically enlarges the spectrum one can leverage to gain visibility, especially for non-branded searches. Careful consideration of search optimization that supplements the current digital marketing scope enhances search rankings.
Vocabulary
One of the most widely used vocabularies for schemas is schema.org, an open-source framework that has built an extensive library of types and properties. It also helps search engine optimization by allowing for the recognition of some keywords.
Schema.org contains hundreds of predefined schema types, including Product, Event, and Person, and properties such as name, price, and description.
Format
Two of the most desired schema integration formats are inline and structured code, with the structured code form usually being in JSON format, that is, JavaScript Object Notation; traditionally, the preferred format of schema implementation has been JSON, endorsed by Google and other search tools. However, several AI and other search tools use inline tags, provided they exist.
JSON wraps schema in a <script> tag, separating schema from the primary HTML, while inline is integrated directly into your HTML code via “itemscope” and “itemprop.” Mixing the two on any event page gives you the best chance of providing search tools with better ways to understand your content and optimize it for search queries, especially those related to voice search and AI technical advances.
These tools check for flat errors or omissions in the schema to ensure their markup is valid and working.
Why structured data matters more than ever
Schema enables search engines to interpret website content more deeply, with positive results for indexing and presentation in search results. Incorporating structured data and relevant keywords together can significantly enhance this process. Mobile optimization also improves user experience and high search rankings. Schema also helps one understand and apply oneself to user intent, as intent-driven content is crucial for quality content and improving user experience.
It helps brands bring audiences into an area of less competition for search, like voice and image search, letting sites provide traffic and engagement areas that wouldn’t usually fall within traditional SEO.
Zero-click search and brand authority in search results
More and more SERP features, like knowledge panels and featured snippets, depend on the schema to provide answers directly in search results, making search engine optimization even more critical. This means users can get information without clicking through the publisher’s site.
This rise of so-called zero-click searches has made schema even more indispensable in SEO.
While these features provide minimal opportunities to drive visits, they can increase organic impressions, enhance brand visibility, and sustain user interaction with the brand.
That frequent display of rich results reinforces top-of-mind awareness (TOMA), as a trusted and authoritative brand is crucial in SEO.
Third-party cookies are small pieces of data from a particular website stored on a user’s computer while they browse the web.
They are set by a third-party domain/server, not the website’s server, and are available to any website that loads the third-party server’s code.
Third-party cookies track users’ browsing activities to show them personalized ads on multiple websites, including social media.
They can also be used to remember a user’s login credentials for a particular website.
How Third-Party Cookies Work
Third-party cookies work by embedding JavaScript from one website into another. They enable cross-site tracking by placing cookies on a user’s device to transfer a user’s habits across multiple websites.
They accumulate data gathered between browsing sessions and map a clear user picture.
Third-party cookies can share data with other websites, allowing targeted ads to be displayed.
They can also increase the likelihood of conversion by showing users items they’ve previously looked at.
Managing Third-Party Cookies
Users can manage third-party cookies by adjusting their browser settings to block third-party cookies or by using a cookie management tool.
Some browsers like Safari and Firefox block third-party cookies by default.
Google Chrome is also planning to block third-party cookies by default.
Users can also use a cookie checker tool to see which websites use third-party cookies.
The Impact of Third-Party Cookies on User Privacy
Third-party cookies can significantly impact privacy, as they allow websites to track a user’s browsing history and activities across multiple websites.
This can lead to losing control over personal data and a lack of transparency about how data is used. Blocking third-party cookies enhances online privacy and security, as major browsers like Firefox and Safari have already defaulted to blocking these cookies.
Users may also be concerned about the potential for third-party cookies to be used for malicious purposes, such as tracking or phishing.
The use of third-party cookies is regulated by laws such as the GDPR and CCPA, which require websites to get user consent before using cookies.
Alternatives to Third-Party Cookies
Several alternatives to third-party cookies exist, including first-party cookies, first-party data, browser fingerprinting, and identity solutions.
A website sets the first-party cookies and are used to improve the user experience. As the name indicates, first-party cookies are not usable by any third party.
First-party data is crucial in the context of emerging privacy regulations and the decline of third-party cookies. Marketers must utilize first-party data as an effective alternative for targeted advertising and measuring conversions without infringing on user privacy, especially as the digital advertising landscape evolves.
Browser fingerprinting involves gathering data on a user’s browser and device in order to generate a distinctive ID.
Identity solutions track users using personal information, such as email addresses or login IDs.
Preparing for a Cookie-Less Future on all browsers except Chrome
With the increasing scrutiny of third-party cookies, it’s likely that they will become less prevalent in the future and that more organizations will use first-party cookies or data instead.
Websites and advertisers must find alternative ways to track users and deliver targeted ads. This shift will necessitate new data collection methods to gather user information while ensuring consent and transparency.
This may involve using first-party cookies, limitations on data collection, browser fingerprinting, or identity solutions.
New technologies, such as Google’s Privacy Sandbox, may also emerge to replace third-party cookies.
First-Party Cookies: A Different Story
First-party cookies are set by a website and are used to improve the user experience.
They are generally less invasive than third-party cookies, as they only collect data about the user’s interactions with the website.
First-party cookies are used for various purposes, including remembering user preferences, tracking user behavior, and collecting user data.
First-party cookies are also used to deliver targeted ads, but these ads are typically less invasive than those supplied by third-party cookies.
Google has announced it will no longer phase out third-party cookies in Google Chrome.
Instead, it’s trying a new approach that emphasizes user choice and control over their web browsing privacy.
Major Policy Reversal
For years, the company had been working towards eliminating third-party cookies, repeatedly delaying the implementation due to various challenges.
Instead of deprecating these cookies, Google will introduce a new experience in Chrome that allows users to make informed choices about their privacy.
Anthony Chavez, VP of Privacy Sandbox at Google, stated in the announcement:
“We are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they can adjust that choice at any time.”
User Control At The Forefront
Under this new proposal, Chrome users can set their privacy preferences, which will apply across their web browsing activities.
This pivot comes after extensive feedback from stakeholders, including regulators like the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), publishers, web developers, standards groups, civil society, and advertising industry participants.
Consent and Cookie Management
The use of cookies by websites is strictly regulated by laws such as General Data Protection Regulation and California Consumer Privacy Act. These laws mandate that websites must obtain explicit consent from users before using cookies. In addition to obtaining consent, websites are required to provide clear and transparent information about the use of cookies. Users must have the ability to manage their cookie preferences and should be able to withdraw their consent at any time. To assist with compliance, websites can utilize cookie management tools, which not only help them adhere to these regulations but also provide users with greater control over their personal data.
Continued Commitment To Privacy Sandbox
Despite this significant change in direction, Google remains committed to its Privacy Sandbox initiative. The company plans to continue developing and offering Privacy Sandbox APIs to improve privacy protection and utility for those who use them.
Additionally, Google intends to introduce IP Protection into Chrome’s Incognito mode, further enhancing user privacy options.
Implications For the Digital Advertising Landscape
This reversal will likely have far-reaching implications for the digital advertising industry, mainly targeted advertising. Advertisers and publishers preparing for a cookieless future may need to reassess their strategies.
Google will continue to consult with the CMA, ICO, and other global regulators as it finalizes its new approach. The company also intends to engage with the industry as it rolls out these changes.
In Summary
As Google shifts its approach to third-party cookies, here are key points to remember:
Google isn’t phasing out third-party cookies in favor of first-party cookies as planned.
Users will have better control over their privacy in Chrome.
The Privacy Sandbox project will continue, offering alternative technologies.
This change will affect advertisers, publishers, and users differently.
The full impact of this decision on the digital advertising landscape remains to be seen.
