Entities and Schema with Rüdiger Dalchow (Craig Campbell's Digital Marketing Podcast)

Last updated: Jun 21, 2023

The video is an interview with Rüdiger Dalchow, the SEO manager at 20i.com, a UK-based hosting company, discussing the unique selling points of their hosting services for agencies and smaller web hosting projects.

The video is a podcast interview with Rüdiger Dalchow, the SEO manager at 20i.com, a web hosting company in the UK. Dalchow discusses his background in website optimization and how he landed at 20i.com. He also talks about the unique selling points of the company, including their own control panel for hosting multiple websites and a specific platform for WordPress development with server-side optimization. The interview focuses on entities and schema, but also touches on the importance of quality content in SEO.

  • Rüdiger Dalchow is the SEO manager at 20i.com, a UK-based hosting company.
  • 20i offers unique selling points for both agencies and bigger hosting companies as well as smaller web hosting projects.
  • Their own control panel and host shop are free features that allow agencies and bigger hosting companies to have as many sites as they want without being restricted by cpanel.
  • Their specific platform for WordPress and server-side optimization features make 20i a great choice for smaller web hosting projects.
  • 20i.com is a UK-based hosting company founded by Jonathan and Tim Braley.
  • 20i.com offers a free schema generator tool on their website.
  • Entity and semantic SEO have become more important in the last 4-5 years.
  • Marking up structured data and entities using schema helps identify the topic of the content and link it to authoritative pages.
  • Using schema to mark up the hierarchy of the website helps Google identify the parent pages and build topical clusters.

Entities and Schema with Rüdiger Dalchow (Craig Campbell's Digital Marketing Podcast) - YouTube

Entities and Schema with Rüdiger Dalchow (Craig Campbell

Introduction and Background

  • Rüdiger Dalchow is the SEO manager at 20i.com, a UK-based hosting company.
  • He has been working with websites for 24 years and started optimizing websites before Google for Alta Vista.
  • He moved to the UK and worked for a local company in Nottingham and a big international company in Leicester called Koba before joining 20i.
  • 20i is a web hosting company that offers reseller hosting and WordPress hosting.
  • Rüdiger is passionate about content and believes that it is king.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Unique Selling Points for Agencies and Bigger Hosting Companies

  • 20i offers an own control panel that comes free with their hosting, which allows agencies and bigger hosting companies to have as many sites as they want without being restricted by cpanel.
  • Host shop is another feature that is free for 20i customers and allows them to take care of their customers who pay for WHMCS without any extra cost.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Unique Selling Points for Smaller Web Hosting Projects

  • 20i has a specific platform for WordPress that has a lot of optimization already integrated server-side, eliminating the need for plugins that can slow down the site.
  • Image minification and other optimization features are also server-side, making the site faster without any plugins or other tools.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Entities and Schema with Rüdiger Dalchow (Craig Campbell's Digital Marketing Podcast) - YouTube

Conclusion

  • 20i offers unique selling points for both agencies and bigger hosting companies as well as smaller web hosting projects.
  • Their own control panel and host shop are free features that allow agencies and bigger hosting companies to have as many sites as they want without being restricted by cpanel.
  • Their specific platform for WordPress and server-side optimization features make 20i a great choice for smaller web hosting projects.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Introduction to 20i.com

  • 20i.com is a UK-based hosting company founded by Jonathan and Tim Braley.
  • They previously founded 123-reg and Heart Internet.
  • They sold those companies and started 20i.com in 2016.
  • The company prides itself on its excellent support team.
  • They offer a better product and service than their previous companies.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Free Schema Generator Tool

  • 20i.com offers a free schema generator tool on their website.
  • The tool is located in the footer under "Technology".
  • The tool is called "Schema Generator".
  • The tool is completely free for anyone to use.
  • The tool is being developed to enhance websites beyond just Snippets.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Entity and Semantic SEO

  • Schema is not just used for Snippets, but also for enhancing websites overall.
  • Entity and semantic SEO have become more important in the last 4-5 years.
  • Entities can be marked up within the schema to give search engines more information.
  • Schema generators allow you to mark up questions and answers, but not the context of the content.
  • Google appreciates structured data to give them hints about the content.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Example of Entity Schema

  • An example of entity schema is using the word "Mustang".
  • The word can refer to a horse or a car.
  • Without context, search engines cannot identify which entity is being referred to.
  • Entity schema can provide context to search engines.
  • Entity schema can be used for FAQs, products, and other content.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Marking up Entities and Schema

  • Marking up structured data helps identify the topic of the content.
  • Marking up entities helps link the content to authoritative pages.
  • Wikipedia is an authoritative link accepted by Google.
  • If a Wikipedia entry is not available, linking to the homepage is a good alternative.
  • Marking up the hierarchy of the website using schema helps Google identify the parent pages.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Challenges with Wikipedia

  • Wikipedia does not like SEO and digital marketing people.
  • Getting established on Wikipedia is difficult.
  • Linking to high authority pages on the topic is a good alternative.
  • Joining the dots for Google by referencing the specific entity helps with relevance.
  • Building topic clusters using semantic SEO helps build more sites in the same direction.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Using Schema to Highlight Website Hierarchy

  • Using schema to mark up the hierarchy of the website helps Google identify the parent pages.
  • Internal links are also used to show the parent topic.
  • Marking up the hierarchy using schema is a unique feature of the tool.
  • Marking up the hierarchy helps build topical clusters.
  • Using schema to highlight the website hierarchy is another signal for the page.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Conclusion

  • Marking up structured data and entities using schema helps identify the topic of the content and link it to authoritative pages.
  • Wikipedia is an authoritative link accepted by Google, but linking to high authority pages on the topic is a good alternative.
  • Using schema to mark up the hierarchy of the website helps Google identify the parent pages and build topical clusters.
  • Using schema to highlight the website hierarchy is another signal for the page.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Using Schema Markup for Entities

  • SEO used to optimize landing pages, category pages, and support pages for long-tail keywords.
  • Links to parent pages were set high in the text or marked up with strong or bold.
  • Now, home pages have hundreds of links, making it difficult to tell search engines which page is the parent page.
  • Schema markup can be used to indicate which page is the parent page and build a hierarchy flow.
  • Topic clusters can be built up, leading to the main product page or home page.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Drilling Deeper into Schema Markup

  • Many people are not using schema markup well, but it can be used for FAQ and about me schema.
  • 20i.com has a tool for website, web page, how-to, and FAQ schema.
  • The tool allows for social media links and mentions to be marked up on the main website.
  • However, some things are missing, such as the ability to mark up images and videos.
  • 20i.com plans to add more schema markup options in the future.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Development of the Schema Tool

  • The tool was developed to markup products, videos, and events.
  • The idea for the tool had been around for a few years.
  • The existing schema for websites will be expanded on to make it better.
  • Further schemas will be added based on demand, starting with products and events.
  • Feedback so far has been positive.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Feedback and Requests for the Tool

  • Users can leave comments on the company's blog to request additional schema types.
  • The company takes feedback seriously and will implement requested schema types if possible.
  • Schema can be intimidating for those who are not familiar with coding.
  • The tool is designed to make schema easier to understand and implement.
  • The tool helps prevent common errors, such as missing commas.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Automating Schema vs. Manual Schema

  • Automated schema generators, such as Technical SEO and Schemable, can do a good job.
  • However, automated generators may miss out on important entities.
  • Manual schema allows for more in-depth markup of entities.
  • The company's tool is a happy medium between automation and manual markup.
  • The tool requires users to input the entity and authoritative page, but generates the schema code.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Future of Schema and AI

  • AI may eventually be able to identify entities and generate schema code.
  • However, AI may not be able to understand the context of the entity.
  • Manual schema markup may still be necessary for more complex entities.
  • The company's tool is designed to make manual schema markup easier and less intimidating.
  • The tool is constantly being updated and improved based on user feedback.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Automation and AI in Content Creation

  • AI still has a long way to go in terms of being able to write content itself without being recognized.
  • Google does not want sites that are just stuffed with AI content because it's not unique.
  • There are millions of sites out there that have AI content.
  • There are tools like Yoast and All in One SEO that do a job for some parts but not for others.
  • There is no automation that does it all in one pretty soon.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Entities and their Importance

  • An entity is something that is a thing.
  • With an authoritative website, you can prove that you are talking about this identity.
  • Wikipedia is one of the most trusted sources for identifying entities.
  • Other trusted sources include government websites, health authorities, medical associations, and university sites.
  • Scientific research is also a good source for identifying entities.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Other Trusted Sources for Identifying Entities

  • Government websites are a good source for identifying entities.
  • Health authorities like the NHS and medical associations are also good sources.
  • University sites are a good source for identifying entities.
  • Scientific research is a good source for identifying entities.
  • Wikipedia references itself to these sites, so they have even higher authority.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

The Importance of Elbow Grease

  • There is no easy approach to identifying entities.
  • It takes a little bit of elbow grease to get ahead of the competition.
  • Automation is not the solution to everything.
  • Some tools like Yoast and All in One SEO do a job for some parts but not for others.
  • There is no automation that does it all in one pretty soon.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Importance of Trustworthy Sources

  • Referencing trustworthy sources is critical for SEO.
  • Referencing an NHS website is a good example of a trustworthy source.
  • High profile PR is not necessarily a trusted source of information.
  • Media outlets publish everything as long as they can earn a dime with it.
  • Be careful with media outlets and use authoritative websites instead.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Using Schema for SEO

  • Schema is a way to structure data on a website.
  • Schema can help search engines understand the content of a website.
  • Schema can improve the appearance of search results.
  • 20i.com has developed a schema tool for their hosting customers.
  • The schema tool can be used for FAQs, how-to's, and other types of content.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Benefits of Using 20i.com Hosting Services

  • 20i.com offers hosting services for agencies and smaller web hosting projects.
  • 20i.com offers a unique control panel that allows for easy management of multiple websites.
  • 20i.com offers a schema tool for their hosting customers.
  • 20i.com offers fast and reliable hosting services.
  • 20i.com offers excellent customer support.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Contacting Rüdiger Dalchow

  • Rüdiger Dalchow is the SEO manager at 20i.com.
  • Rüdiger Dalchow can be contacted through LinkedIn or Twitter.
  • Rüdiger Dalchow's LinkedIn handle is "rudiger".
  • Rüdiger Dalchow's Twitter handle is "@rudiger".
  • Rüdiger Dalchow is happy to talk to anyone about schema and its impact on SEO.
Entities and Schema with Rüdiger Dalchow (Craig Campbell

Final Thoughts and Recommendations

  • Avoid buying backlinks.
  • Check out the schema tool and leave comments for any improvements.
  • Consider using 20i for reliable and good hosting services.
  • Reach out to Rudy or Craig for a chat about SEO or anything going on in the SEO world.
  • Rudy has a wealth of experience and knowledge to tap into.
  • Thank you for watching the interview and catch up soon.

Watch the video on YouTube:
Entities and Schema with Rüdiger Dalchow (Craig Campbell's Digital Marketing Podcast) - YouTube

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