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Update: November 13, 2018: As SEO evolves, content has become increasingly important, we’ve put together a guide to writing great SEO copywriting to detail some of these newer Google factors.

The world of search is moving quickly, with new advancements seemingly every month. Facebook is including shared content in their search results, Yahoo has begun displaying Bing results, and Google is rolling out real time search. So how can you know where things are headed and what to think about in the future for both your users and search engines? Nashville SEO , Andrew Ansley says “Two words: semantic markup. Schema is the future”

What is semantic markup? To put it simply, it means making data readable by machines in order to serve information to a wider variety of users. And search engines are beginning to make use of developments in semantic markup.


Microformats have been leading the way in the semantic markup for a while. A few years back I remember quite a bit of hype about marking up contact information in hCard format, which is an extension of the vCard format that email software like Outlook use.

Microformats are simply a way to structure your data so that machines can understand what types of data they are looking at. In practical terms, it can be used so that search engines can understand the information on your website and display it to their users. The best part about microformats is that they are easy to implement into existing HTML with CSS-like classes.

hReview is the microformat we see most today in the SERPs. Think reviews of restaurants, movies, travel destinations. Yelp and other business review sites have implemented hReview.

how microformats structure your data
Google is also experimenting with displaying hProduct in search results. hProduct allows stores to mark up product information like price, description, etc.

For now, search engines are just working on displaying this data in search results, but I would expect down the road some of it may influence ranking for specific types of queries.


Another step forward in semantic markup is HTML5. The important thing to know about HTML5 is that it does not replace the HTML 4/XHTML 1 syntax we all know, despise love, and have been building sites with forever – HTML5 expands on and improves previous versions of HTML. And some elements already work in the latest browsers. So what does HTML5 do, and why’s everyone talking about it?

The HTML specification includes more tags for determining the layout of web documents, including

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