Structured Data
Structured Data
used extensively by Jason Barnard since 2015.
Factual definition
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
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”...
SEMrush Global Marketing Day 2019: A 24-Hour Broadcast That Signaled the Future of Digital Marketing
October 30, 2019 - SEMrush hosted Global Marketing Day 2019, a 24-hour, multi-city live marketing conference produced simultaneously across Sydney, London, New York, and San Francisco. The event drew more...
Jason Barnard Defines the Future of Brand Understanding at Pubcon Las Vegas 2019
Las Vegas, October 8, 2019. At Pubcon Las Vegas 2019, Jason Barnard, founder and CEO of Kalicube, delivered a landmark presentation titled “Your Brand is a Thing, Not a String.”...
Jason Barnard at BrightonSEO September 2019 - Autumn (Authoritas Livestream / Bias and Machine Learning)
September 2019 - When Jason Barnard attended BrightonSEO in 2019, he wasn’t just participating in one of the world’s leading SEO conferences - he was connecting ideas, people, and data...
Jason Barnard at Yoast HQ: A Masterclass on Why Schema and Structure Are Foundational to Brand Narrative Control.
Yoast asked Jason Barnard to talk Schema Markup at their HQ When Jason Barnard, CEO and founder of Kalicube was invited to Yoast HQ in Wijchen, The Netherlands, to record...
Jason Barnard Delivers Insights on Featured Snippets and Structured Data at SMX London 2019
London, May 21-22, 2019 - At the prestigious SMX London 2019 conference, Jason Barnard, founder and CEO of Kalicube, delivered a talk that quietly reshaped how the industry understands visibility...
Jason Barnard Delivered Multiple High-Impact Sessions at SMX Sydney 2019, Signaling a Shift Toward an AI-Driven Future
Search Marketing Summit Sydney 2019 set the stage for an industry pivot The Search Marketing Summit (SMX) Sydney, held from May 7-10, 2019 and organized by No Drama Media, brought...
Jason Barnard Talks AEO, Reputation, and the Dance Between Humans and Machines in BrightonSEO - April 2019
Brighton, UK - April 12, 2019 - Back at the Brighton Centre on the UK’s south coast, the spring edition of BrightonSEO once again gathered the brightest minds in search....
Jason Barnard at Digital Olympus 2019: Helping Google Make Sense of a Chaotic, Unstructured Web
At the Digital Olympus Conference, held in Wrocław, Poland on April 5, 2019, Jason Barnard, CEO and founder of Kalicube, presented a visionary talk that quietly reshaped how we think...
SEO CAMP’us Paris 2019
The 10th edition of SEO Campus Paris took place on March 28-29, 2019 at L’Usine in Saint-Denis, just outside Paris. The landmark event gathered more than 600 SEO professionals, digital...
Jason Barnard at YoastCon 2019: How the Knowledge Graph Sparked the Era of Algorithmic Understanding
In February 2019, Jason Barnard, CEO and founder of Kalicube, took the stage at YoastCon in Nijmegen, The Netherlands, to talk about something most marketers hadn’t yet considered: the Knowledge...
Jason Barnard Attends SearchLeeds 2018 at First Direct Arena, Leeds, UK: Observing the Rise of Machine-Centric SEO
June 14, 2018 - Jason Barnard attended SearchLeeds 2018, the UK’s fastest-growing search marketing conference, held at the First Direct Arena in Leeds. The event brought together hundreds of SEO...
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