Schema App’s CEO Martha van Berkel interviews Aaron Bradley from Electronic Arts on the topic of Schema.org and the Enterprise. Aaron Bradley shared many insights with his key take-away being:

"What the introduction first of Rich Snippets and then later of the Google knowledge graph really introduced into the search engine world is, as encapsulated by Google’s famous marketing phrase for the knowledge graph “from strings to things”, is that prior to the search engines weee essentially indexes of documents. So when you search for something, if you were looking for blue widget, you really weren’t getting results for things that were blue widgets, you were getting webpages that described or use the string the best blue widget."

"Whereas now, and especially since the interaction of the Google knowledge graph but also fueled by structured data, what we now have is a web of things kind of one of Tim Berner Lee’s great visions for the web, so that rather than being an index of documents, Google is increasingly becoming an index of things, and facts related to those things. You can’t possibly have that without those sort of linked data technologies working in the background including ontologies, schemas, taxonomy solve that sort of thing."

To get started in this journey in the Enterprise, Aaron suggests three steps.

1. Start with fundamentals. If you’re a webshop, look at search engine optimization with schema markup.
2. Then look at the possibility of bringing that data into your analytics (Semantic Analytics).
3. Connect all of the data points across the enterprise.

You can find Aaron on Twitter at: https://twitter.com/aaranged

Read this interview in blog format here: https://www.schemaapp.com/stories/interview-aaron-bradley-schema-markup-enterprise/