Razorfish's Rachel Lovinger on Using Semantic Web to Boost Brand 'Findability'
For public relations and marketing professionals, semantic Web technology opens new doors for getting your message out there, and to the right people. Writer Katie Bunker asked Rachel Lovinger, content strategy lead for Razorfish and speaker at mediabistro.com’s upcoming Semantic Web Summit, to explain how semantic Web helps “findability” for brands:
“There are two main ways that semantic technology can contribute to findability. Some brands, depending on the type of content they create, can publish their content with markup that identifies key pieces of information on the page, for example a price or an address. This information can then be surfaced by search endings directly in the search results, helping the audience connect with valuable information about the brand more quickly,” Lovinger said.
“Additionally, brands can use semantic tools to help thoroughly tag their content with relevant descriptive terms. This not only improves the chances of people finding their content in general Web searches, it increases the accuracy of the brand’s own site search.”
Rachel Lovinger discusses how publishers must find engaging ways to re-package their content as products and services with a distinct value to customers at the upcoming Semantic Web Summit East Nov. 16-17 in Boston.
