In this episode of Search With Candour, Jack Chambers-Ward is joined by Jarno van Driel to discuss the nuances of structured data, its significance in SEO, and its broader applications beyond search.

The conversation ranges from how schema works with AI and large language models to how structured data aids in internal communication, impacts e-commerce, and the evolving landscape of digital marketing tools.

Follow Jarno:

• Jarno’s website: https://invisiblegraph.com/
• LinkedIn: https://www.linkedin.com/in/jarno-van-driel-36a47075/
• Bluesky: https://bsky.app/profile/jarnovandriel.bsky.social

Resources:

• https://withcandour.co.uk/blog/the-state-of-schema-in-2023-with-dave-ojeda
• https://www.youtube.com/watch?v=TiT2bzTq91Y
• https://developers.google.com/search/docs/appearance/structured-data/sd-policies

00:00 Introduction

01:20 Welcome to Search with Candour

02:57 Sponsor Message: Fat Joe

04:39 Welcome Jarno van Driel

06:22 The Evolution of Structured Data

07:26 The Role of Schema.org and Community Contributions

12:35 The Future of E-commerce and AI Integration

13:20 The Importance of Structured Data in AI Mode

15:32 Challenges and Misconceptions in Structured Data

25:02 The Role of Structured Data in Knowledge Graphs

28:04 The Competitive Landscape of E-commerce

30:34 The Rise of TikTok as a Shopping Platform

32:46 Different Types of Structured Data

34:45 The Future of Structured Data and AI

39:29 AI and Search: Bridging the Gaps

43:01 Multimodal Search and Google Lens

43:42 E-commerce and Structured Data

46:43 TikTok E-commerce

52:00 Structured Data's Internal Benefits

01:02:02 Speakable Schema and Voice Search

01:05:44 The Future of AI and Job Impact

01:14:28 Conclusion and Future Guests