Structured Data
Structured Data
used extensively by Jason Barnard since 2015.
Factual definition
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.
Jason Barnard definition of Structured Data
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
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 Jason Barnard perspective on Structured Data matters
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
Episode 3: 3 Pillars of a successful AEO strategy, pertinence, understanding, credibility
Published by: Semrush. Host: Jason Barnard. Guests: David Bain, Rebecca Sentance, Kim Krause Berg. September 18, 2018 Topic: The Strategic Imperative: How to Educate the Algorithms to Win the Zero Sum Moment in AI. Summary...
Knowledge Graph: what is it and why is it important?
Published on Contentkingapp April 24, 2019 (Steven van Vessum) Hi there Jason! Can you briefly introduce yourself? I’m a Consultant in Digital Marketing and SEO, and I am currently traveling...
The Page 2 Podcast - Jason Barnard, (The Brand SERP Guy) Founder & CEO of Kalicube
The Page 2 Podcast - Episode #63 - Jason Barnard, (The Brand SERP Guy®) Founder & CEO of Kalicube® In this week’s episode, we welcome Jason Barnard (aka The Brand...
Organization Schema Markup: Step-By-Step Guide for Companies
Organization Schema Markup: Step-By-Step Guide for Companies Published on SEMrush December 11, 2020 by Jason Barnard If you have read the great introduction on Schema Markup from Luke Harsel, then you know...
The Shocking Truth About SEO & Google Rankings (2020-21) | Jason Barnard Interview | Clip
Jason Barnard explains SEO, google rankings and Brand SERP in 7 minutes. From Quest For Questions podcast | Jason Barnard | The Reality of Gig Economy, How To Learn Anything...
Fastlane Founders and Legacy with Jason Barnard
Marketing Podcast “Branded Search (and Beyond) with Jason Barnard” is a leading marketing podcast series produced by Kalicube and hosted by The Brand SERP Guy, Jason Barnard.
Brand SERP: Google Your Brand Name And Discover The Power of Your New Digital Business Card
Published on Wordlift November 13, 2020 (Jason Barnard) Your most important business card is on Google and it is generated tens, hundreds or even thousands of times every day by...
Losing Wikipedia Meant Losing the Google Knowledge Panel
Extract from: 7 Marketing Disasters That Turned Out to Be Precious Lessons, published on Search Engine Journal November 5, 2020 (Svetlana Shchehel) Article on Search Engine Journal bringing together expert...
SEO in a Nutshell: Understanding, Credibility & Deliverability
SEO in a Nutshell: Understanding, Credibility & Deliverability Published on SearchEngineJournal October 23, 2020 by Jason Barnard Google has three “needs” that we can feed into to win the “modern Google game.”...
Kalicube Tuesdays with Rand Fishkin and Jason Barnard: The Knowledge Graph without Wikipedia
Many marketers rely on using Wikipedia to get into Google’s Knowledge Graph. This approach has multiple issues it is not appreciated by Wikipedia editorsit isn’t helpful to Wikipedia usersit truly...
Smartest People in SEO with SE Ranking | First Guest - Jason Barnard
New content alert ‘Smartest People in SEO’ with SE Ranking is here. Our first guest, Jason Barnard, has over 2 decades of experience in digital marketing under his belt. Keynote...
In Search SEO Podcast 46: Understanding the Underpinnings of Structured Data
This week we have the wonderful, the delightful, the musical, Jason Barnard here to talk with you all about rich results & structured data markup: * Why the “block construct”...
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