· Google Authorship: This concept was introduced about 3 years ago in a bid to lend greater credibility to content writers and authors. By attaching a simple tag or query string to a web page, Google, while displaying the search result containing the relevant content, also shows the name and picture of the author. This automatically increases the trustworthiness of the page in the eyes of the reader, and thereby in its overall search-engine ranking. Simultaneously, it also benefits the author by building a positive reputation of their online.
· Breadcrumb Navigation: Rather aptly named, breadcrumb navigation is meant to lead the user along a well-though-out trail when they are trying to find their way around a website. Breadcrumbs let the user identify the exact spot they are currently at in the website, letting them browse with more ease. What semantic markup does is guide the search engines too, such that the hierarchy and information architecture used in the web page presents the most relevant search results.
· Local schema: The small local business benefits from this tool like no other. It enables Google to view its most important contact information like address, phone numbers and email addresses in a structured manner, meaning it is able to rank it higher in relevant local search results.
· Product schema: This is an excellent tool for retail, and e-commerce websites in particular. It helps display search results along with a host of details. These could include the product availability, price and ratings. This markup allows important data such as manufacturer details, weight, technical specifications, etc to be incorporated such that it is prominently displayed in search results. This in turn leads to a much better visibility of the website, and also raises the chances of lead conversion.
· Open graph: This is a much-appreciated technique for integrating content from a web page with social media platforms such as Facebook. When this page is integrated in a social circle, it is able to obtain practically the same functionality as that of a Facebook page. It’s a great way of informing Facebook what elements of the content being shared by a user is getting displayed in their feed-the URL, imagery, title, webpage description, etc.
· Multi-geography tags: This is invaluable for websites that are displayed in multiple languages-the sheer number f users that would benefit from the implementation of such tags, is huge. They allow geographical targeting, meaning that search engines are able to clearly distinguish between locations with the help of these tags, allowing an immediate correlation of the locale with the appropriate content to be displayed. If this isn’t search-engine friendly, what is?!
All in all, the use of semantic HTML can be channelized positively in a number of ways to improve the search-engine friendliness of a website. Choosing the right combination of the elements cited above is likely to improve its SEO rankings in a sustainable pattern.