From mobile-first to data-first: Schema.org, zero-click searches and the uncertainty about voice assistants
DOI:
https://doi.org/10.3145/thinkepi.2020.e14f04Keywords:
Structured data, Schema.org, Web search, Search engine optimization, Digital edition, Semantic markup, Web of data, Voice assistants, Zero click.Abstract
This work reflects about semantic markup from the point of view of digital publishing and editing. It´s coined the term "data-first" with the meaning of the use of structured data in digital content to improve how search engines understand precisely the information these contents embodied. Evolution and adoption os Schema.org vocabulary is outlined, as a de facto web standard, due to its impact in web engine optimization and featured snippets in SERPs. Finally, contented phenomena as direct answers in search results and zero-click searches are presented as results of the spread of interaction with conversational assistants.
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