---- Trick to Google Ranks - Using Semantic Best Practices
EditorialGuy - 4:48 pm on Dec 17, 2013 (gmt 0)
A few months ago, I began using schema.org article markup and link rel="prev"/link rel="next" pagination for multi-page articles. I've been working my way through our "legacy content," adding the markup and pagination where it's most useful (e.g., on in-depth articles that can be many pages long).
Google seems to like the changes, and that makes sense: Thanks to pagination, Google can understand that (to use a fictitious example) pages about blackberries, raspberries, lingonberries, and blueberries are part of a single, in-depth article on the topic of "berries" in addition to being about those berry-related subtopics.
Some of you are probably thinking that using schema or HTML 5 simply makes it easier for the all-evil Google to steal your content.
What Google "steals" is public-domain information that isn't protected by copyright. Complaining that Google "stole" Newark, Delaware from your American-state-capitals-dot-com site for the Google Knowledge Graph box is a waste of breath, because you don't own that information.
Also, there are times when a site owner will want Google and other search engines to "steal their content"--for example, when a business wants its address and hours to show up in Google's local listings, or when the organizers of an event (say, the Widgetberg Liverwurst Festival) want searchers see the event's time and place on Google's SERPs. When you use schema business or event markup, there's an implicit assumption that you're offering your information to anyone who wants to use it, in the same way that you'd be launching that information into the public domain if you disseminated it in a press release.