Affiliate Buzz #269 – Semantic Markup: How to Effectively Tag Your Content to Grow Your Search Traffic

In this edition of Affiliate Buzz, James Martell, founder of the School of Internet Marketing, talks with Jonathan Goodman about a new development in the search engine world. “Schema” is the topic of discussion, a new aspect of search that may already be affecting the way affiliate marketers should be optimizing their content.

Jonathan Goodman has been producing websites since the “Dawn of the Internet” for Fortune 500 Companies. He holds several business degrees and is currently the president of Halyard Consulting.

The podcast is a preview of a presentation that will be held at Search Engine Marketing Expo in New York City.

Jonathan starts off the talk by sharing a little bit of information on SMX East 2012, an upcoming conference on search marketing. The event is an ideal opportunity for anyone in marketing, from the beginner to those who are already more advanced and interested in staying current with what’s going on in the search marketing world. The event will offer networking opportunities as well as industry expert insight to topics like marketing and search engine optimization.

James reiterates the recent changes that we’ve seen with Google’s algorithm, most notably the Panda update. He points out that Schema is just the continuation of effort for search engines to provide top notch, relevant search results to web users. He mentions that while doing keyword research as of late, he notes that the top results as of late are consistently high-quality, informative, well-written articles and that pieces tagged with Google Authorship are finding their way into the top rankings more and more.

Jonathan introduces Schema as the inclusion of tags onto web content that help search engine bots differentiate between different definitions of topics. states its mission as a way to “improve the display of search results, making it easier for people to find the right web pages.” Jonathan shares an example of how a search engine might confuse the topic of a website containing the keyword “baseball” and how Schema can be used as a tool to more clearly define content.

What Do Affiliates Need to Be Aware of When it Comes to Schema?

Using’s tags, also known as semantic markup, is critical for affiliate marketers. James and Jon talk about a handy WordPress plugin, WordPress SEO from Yoast. The plugin makes it incredibly easy for content creators to optimize their content. The tool literally gives a “green light” when a piece of content is ready to go, fully optimized. The plugin makes it simple to do in very little time.

Use Semantic Markup to Positively Impact Your Search Rankings

Search indexing is more complex than ever before. Schema is another new element that can improve your search engine rankings. Affiliates need to be paying attention to all new features of Google search, and Schema is no exception.

Schema helps Google understand exactly what your page is about. James and Jonathan also touch on Google Authorship Markup and how it goes hand-in-hand with Schema to make search results more interesting.

Jonathan and James continue the discussion to talk about backlinks. Backlinks are still a critical component when it comes to where pages rank on Google. Jonathan also touches on how semantic markup links in with Facebook and Twitter and how to use the Yoast plugin to integrate optimization.

Jonathan’s company, Halyard Consulting is an internet marketing firm that specializes in WordPress websites and helping companies get better search engine rankings through content, backlinks and content management.


  1. Zaid says:

    Hi Jonathan

    Wow, I had a listen to 3 of your podcast already, wow, you info is cool and the content is awesome , like the ideas of the ads in between.

    I am using Yoast seo plugin, and its great tool.

    Take care all the best.


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