Using structured data for more than just search

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Against popular belief there's a lot of value in structuring your data even if you don't publish it as structured data or when your business isn't eligible for any search result features (due to serving adult content). In this deck, you'll find examples of how structured data can work for you even if you don't necessarily use it for search.

Données & analyses

Using structured data for more than just search

For decades the world’s largest manufacturer, wholesale and retailer of erotic lifestyle products

Unfortunately their digital efforts were still stuck in ancient Greece

They were in desperate need of a digital transformation

Wrong terms, false offer constructs and and poor product info throughout the entire business

And the business itself was still operating in silos

Time to take the blue pill and get things up and running again

schema.org/Product was the starting point of designing the new data warehouse

Which we extended with our own ‘erotic lifestyle’ vocabulary

And in the end, mapped every single type and property to every possible sales outlet

And even though we wouldn’t get any rich results EVER!!!

We were finally able to:
● Offer clients the info they are looking for
● Provide up-to-date product info in retail shops
● Automate Adwords feeds
● Automate Affiliate feeds
● Automate Market places feeds
● Start doing well in organic search (after all, websites need rich content)
● Do some pretty insane Analytics tracking
● Have everybody speak ONE common business vocabulary

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7. Time to take the blue pill and get things up and running again

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Using structured data for more than just search

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