Back in 2011, those who are still the giants when it comes to online search engines (Google, Bing, Yahoo and Yandex) joined forces to create a series of standards when structuring a web page to universalize as far as possible the language by which web pages and search engines communicate.
In short, they created a common framework for users to cement their online positioning for the different search engines. The fact is that, six years later, only 16% of marketers intend to adhere to said framework. How can SEO positioning be improved through structured data, and how can it be improved?
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