What are Schema Tags and why should you care?

Information schema is a way for the content on your website to link to the ‘Internet Of Things’ (IOT)

Facebook’s Open Graph schema also had the same intention. While we are only seeing evidence of it being used in Facebook timeline displays it could still develop to rival Schema.org schema.

An example of how Schema helps visitors get to your website:

A search for ‘horse racing fixtures scotland 2018’ made from Perthshire

The map result shows Perth Racecourse first mainly because it is physically closest to the geographical location that the search was made from. Most visitors dismiss the map so, while it is very important to have good content in the Google Places listing that the map draws information from, this is more about brand awareness than actual click throughs.

Why is Perth Racecourse the only result to include links to specific races with dates?

This search term implies that the person searching may wish to find general information about horse racing or specific events to attend.  To answer both possible search intents Google is first suggesting general authoritative website about all Scottish Racing and then pulling the Schema data from the Perth Racecourse website.

This is an example of Google using the ‘Internet Of Things’ (IOT) to decide what to show in search results. Having this information easily accessible by Google means that the Perth Racecourse website can visually increase their presence in the search results and appear before larger racecourses.

The increasing use of devices such as Amazon's ‘Echo’, Google’s ‘Home’ and Apple’s ‘Alexa’ means that the importance of the IOT will become exponentially greater in the coming years and websites will become as much a source of information to pulled by third parties as a destination in themselves.

https://salmon-fish-scotland-com.stackstaging.com/?BKN=96774656105