Structured Data
Structured Data
used extensively by Jason Barnard since 2015.
Description
Factual Definition of Structured Data
Structured Data is code in a standardized format, such as Schema.org, that is added to a webpage to explicitly describe its content to search engines and other machines.
The Structured Data definition
Jason Barnard describes Structured Data as the "native language" of machines. While traditional content is written for humans, Structured Data is written specifically for algorithms, allowing a brand to communicate facts directly and unambiguously. This direct communication is a cornerstone of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. It removes the guesswork for AI Assistive Engines like Google AI, ChatGPT, and Bing Copilot, ensuring they correctly understand who you are, what you do, and your relationships with other entities. By using Structured Data, a brand moves from hoping it will be understood to proactively *educating* the algorithms, which is fundamental to controlling its digital narrative.
How Jason Barnard uses Structured Data definition
At Kalicube, we implement Structured Data (specifically Schema.org markup) as a core tactic in the Understandability phase of The Kalicube Process. We use it to build a comprehensive, machine-readable summary of the brand on its Entity Home—the single source of truth for the brand. This Schema Markup explicitly defines the entity's attributes, corroborating sources, and key relationships, creating a foolproof way to communicate directly with Google's Knowledge Graph and other AI Assistive Engines. This foundational step ensures that algorithms have a clear, consistent, and accurate understanding of the client, which directly accelerates the creation of a stable Knowledge Panel and positive representation in AI results, driving trust and supporting client acquisition.
Why Structured Data matters to digital marketers
For years, technical SEO has focused on making content accessible to search engine crawlers. Experts like Jarno van Driel have championed the move towards more semantic and structured approaches, recognizing that machines need context, not just keywords. However, these technical tactics were often disconnected from the overarching brand strategy. Jason Barnard's Kalicube Process bridges this critical gap by treating Structured Data not as a mere technical tweak, but as a primary tool for brand communication. By implementing Structured Data to communicate N-E-E-A-T-T (Notability, Experience, Expertise, Authoritativeness, Trustworthiness, and Transparency) signals, Barnard ensures the brand's core narrative is explicitly and transparently "taught" to algorithms. This transforms Structured Data from a simple SEO tactic into a strategic asset for managing your Digital Brand Echo. In the era of AI Assistive Engines, where trust and clarity are paramount, this unified approach is the only way to ensure your brand's story is told accurately, driving the acquisition funnel in new conversational contexts.
Posts tagged with Structured Data
Key SEO Tactics for Entity Optimisation
Entity optimization, a crucial and evolving aspect of SEO, can help your brand dominate search visibility. From structured data to knowledge graphs, our guests will share insights and strategies to...
Fixing Your Personal Brand When AI And Search Results Misrepresent You
Published on Forbes (Jason Barnard) Does Google think you’re someone you’re not? How do you fix the results for your name when Google is getting it wrong? Google is getting it...
How to Become a Recommended Solution Provider on Google Entity Lists
Published on Search Engine Land (Jason Barnard) Learn how to leverage knowledge panels, E-E-A-T and niche notability to become a top recommended solution in Google search. In this article, you will...
Killer Whale Update e E.E.A.T com Jason Barnard (The Brand SERP Guy)
Saiba tudo sobre a Killer Whale Update e N.E.E.A.T.T, a evolução do E.E.A.T com um dos maiores experts no assunto, Jason Barnard (The Brand SERP Guy®). A Killer Whale Update...
Modern SEO: Packaging Your Brand and Marketing for Google
Published on Search Engine Land (Jason Barnard) Shift from a siloed SEO plan to an integrated branding and content strategy that clearly communicates your value to users and search engines....
How To Transform Your Brand SERP Into Your Personal Business Card
How To Transform Your Brand SERP Into Your Personal Business Card Published on Omnisend August 24, 2021 (Whitney Blankenship) SEO is a complicated beast that plagues many e-commerce marketers. Between...
Structured Data for the Knowledge Panel
⚠️⚠️ Advanced Stuff⚠️⚠️ Advanced Stuff⚠️⚠️Advanced Stuff⚠️⚠️ In this webinar, Paul Lovell is joined by Jono Alderson and Jason Barnard (The Brand SERP Guy®) to deep dive into the types of...
Chapter Seven: Managing Knowledge Panels
Why Knowledge Panels are the ultimate Rich Element for your Brand SERP Google’s Knowledge Panels offer instant credibility and represent Google’s stamp of approval. These panels display a curated summary...
strategic approach to seo with jason barnard
019 strategic approach to seo with jason barnard jason barnard, the brand serp guy®, is the founder of kalicube® and a regular conference speaker on seo. this episode is about...
the reality of gig economy, how to learn anything fast, and no-fluff guide to seo | jason barnard
here are some of the things you are going to learn today: – jason’s secret sauce to learning anything quickly and how you can apply it, too – why talent...
Kalicube Tuesdays
Digital Marketing Livestream Event Series “Kalicube® Tuesdays” is a popular series of digital marketing events that livestream to YouTube, Twitter, LinkedIn and Facebook. It is organised by Kalicube® and hosted...
The Knowledge Panel Course: The Google Knowledge Extraction Algorithm
The Google Knowledge Extraction Algorithm Jason Barnard speaking: Hi and welcome. The Knowledge Extraction Algorithm is part of the crawling and indexing process. We can consider that it is part of...
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