Just as search engines tweak their algorithms, an SEM campaign strategy needs to adjust accordingly. Google and other search engines continually work on improving algorithms and connecting consumers with the information they seek.
If you follow the rules and keep up with these changing demands, you can use this evolution to your advantage. Here are four crucial reminders for SEM this year:
1. Acquaint Yourself With Schema
Schema is a way of organizing data developed and promoted through Schema.org, and the way it works is simple: If you've ever typed in a Google search result that delivers the answer to a question in a text box above the search results, that's the product of Schema. It uses structured data to give on-page information context that Google uses to seek out simple search query answers, according to Search Engine Watch.