Structured data helps search engines to more deeply understand our content, enabling them to deliver rich results, and to build the ‘personal assistant’ of the future. Early adopters are gaining huge advantages with rich search engine results, and increased relevancy. But there’s much more going on behind the scenes.

A revolution is underway, where we need to start to think of our websites not only as vehicles for our marketing messaging, but as the central source of truth for everything about our products and services, our brands, and all of our public data.