The Importance of Schema, Knowledge Graphs, and Kevin Bacon in Healthcare Marketing

With every Google search, there's an unseen layer of interwoven information that’s crucial for businesses to gain visibility. What if there was a way to clarify these connections, making it easier for search engines to deliver the most relevant content? How does semantic marketing change the game for search engine optimization, and what role does famed actor Kevin Bacon have to play in this?

Martha van Berkel is the Co-founder and CEO of Schema App, an end-to-end schema markup solution for enterprise SEO teams. Known for her expertise in schema markup and knowledge graphs, Martha unravels the mysteries behind these concepts, explaining their vital role in helping businesses articulate their expertise effectively to both human users and search engines. She delves into how knowledge graphs enable machines to infer relationships, a critical component as AI continues to gain prominence in search technology. Her unique connection to Kevin Bacon, who once drove her car, illustrates the concept of inferencing and its practical applications for SEO strategy. Blending her insights on schema markup with anecdotes from her career and personal life, Martha offers a fresh, engaging take on the interconnected digital world in an AI-driven era.

Tune in to this episode of For the Better as Ben Cash chats with Martha van Berkel, the Co-founder and CEO of Schema App, about transforming digital marketing through semantic search technology. Martha discusses the rapid changes in search engine tactics, highlights the importance of content knowledge graphs, and offers a roadmap for enterprises to future-proof their content strategies effectively. She also shares her career journey and provides an overview of Schema App’s upcoming tool, Entity Hub.

Here’s a glimpse of what you’ll learn:

[1:09] Martha van Berkel explains knowledge graphs and their importance in AI
[2:04] How does schema markup define content relationships for search engines?
[3:56] How Martha leveraged her unique experiences for innovative sales and marketing
[4:56] New developments in AI and search influencing the semantic technology market
[8:13] Critical areas marketers should focus on for 2025 content planning
[10:30] The importance of context in content for both human and machine audiences
[15:01] How content teams can leverage Schema App's upcoming Entity Hub
[18:13] Cross-functional collaboration for integrating schema markup in digital strategies

Resources mentioned in this episode:

Quotable Moments:

"Knowledge graphs explain the relationship between things so that you can do inferencing."
"The language of schema markup is the language of AI that allows you to define relationships."
"The AI change is really what has accelerated the importance of understanding and inferencing."
"Your content knowledge graph translates your content investment to be understood properly by machines."
"We're on a mission to educate the world about schema markup and knowledge graphs."

Action Steps:

Initiate a cross-functional conversation about schema markup: This encourages collaboration and ensures a unified approach to data structuring for both human and AI understanding.
Invest in learning resources on schema markup and knowledge graphs: Continuous education is crucial for staying abreast of the evolving landscape of search engine technology and its best practices.
Evaluate the website's current schema markup application and identify gaps: It helps to optimize SEO performance by ensuring comprehensive schema implementation.
Explore Schema App's upcoming Entity Hub to assist with content strategy: Utilizing this tool can improve how content supports business outcomes and how search engines understand it.
Adopt a growth mindset in the team to embrace continuous learning: This prepares teams to adapt to rapid changes in the digital landscape and leverage new technologies for competitive advantage.

Sponsor for this episode...

This episode is brought to you by Reason One, a group of problem-solvers and change-makers who help those who do good, do better. Whether you work in healthcare, a nonprofit, or a mission-driven organization, we help create beautiful, effective experiences for you and the people you care about.

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