There was a lot of talk a couple of months ago about the degradation of Google’s search results, the increasing number of less than relevant results, etc. The short term response from Google was to manually demote some sites. I think that we are starting to see signs of their long-term strategy as well, with the integration of social search, and specifically the +1 button, and with the push for a more semantic web through schema.org. Even though schema.org is a partnership with the two other big search engines, Bing and Yahoo!, Google still stands to gain the most out of it, by virtue of it’s significantly bigger market share. Personally, I believe schema.org will have a larger impact on the quality of search results, because it enables the ‘dumb’ algorithm to ‘understand’ the web better, to see that some words or sections of a webpage are more important and to prioritize the webpage accordingly. On the other hand, +1’s or any other type of social signal will only show the link is ‘important’ to some group of people – or demographic –, but without specifying the context, why? that piece of content was shared.
But how well does it work in real-life? I have considered adding schema.org to my blog, especially to the section where I publish my book reviews. Unfortunately, the process is far from easy or straightforward. Blogger doesn’t offer any way (that I know of) to automate the process, so if you have a lot of posts to update, you will need a lot of time and patience. Not to mention attention to detail, it’s easy to make mistakes while manually editing the HTML. What’s even worse is that Blogger doesn’t support <meta> tags in the posts (e.g. for ratings), so some schema.org markup is completely unavailable. You can work around this limitation, but that complicates the process even further.
