Martha van Berkel, CEO at Schema App has the opportunity to talk with Arnout Hellemans. Int he conversation, Arnout shares his perspective in starting with an 'outside-in' approach to understand how consumers are searching what you offer. Then he shares how you can make that information discoverable, indexable and serviceable by search engines with schema markup (aka structured data).

Pick up some cool tips on:
•How to think about providing content from the consumer's perspective
•Validating that the answers represented by your company in search reflect your intent
•When to use FAQ schema markup, depending on your goals
•How to make the most of "AreaServed" schema markup together with geo-location, and wiki descriptions to attract consumers by locality.

Find Arnout online on twitter: https://twitter.com/hellemans, on LinkedIn: https://www.linkedin.com/in/arnouthellemans/ or his website at: http://onlinemarkethink.com/.