Lastly, let’s look at the content as part of customer relationship plan.
Placing the good metadata on web pages
So, all this valuable metadata should be collected, contextualized, structured and then published on the web pages in order to get boosted SEO and to provide more meaningful search results to hasty consumers. I bet, most of the needed semantic data about products and their ”consumer context” is available somewhere in your company’s product and marketing processes, but not retained and piped through the complex an disconnected systems to the web page publishing as a high-quality metadata. That has been the case in all large companies whom I have consulted. What comes to the structured page metadata, there are schemas published and clear guidelines by big G for example, to follow in order to implement injection of metadata to the HTM mark up part in your publishing environment.
But why are Google and other big boys giving this all out? I guess this is part of their Knowledge graph initiative to semantically model the entire world? But, it makes you also wonder if what G says is biased, since it is in their interests to grab as much as possible meaningful (codified) data from your pages to enlarge their knowledge graph and also – most importantly – to make money from your data.
Shaping up the data quality, harmonization of identifiers for business objects, integrating data flows and establishing a common terminology may take half a decade. It is slow because it is about educating people and revamping the corporate culture, and not just buying new technology. By choosing the right approach and by using semantic technology savvy tools – the data integration may be much easier than you think. For more information, search for linked enterprise data.
Intelligent content as part of customer relationship plan
To peek into my next post, I have simplified the process of conversion funnel and connected three basic types of information: free content, premium content and dialog with customer. Keep tuning in for the upcoming post. I will tie these content items to the four archetypes of the metadata. Not to forget linked open data approach either.