Publication: Del mobile-first al data-first: schema.org, búsquedas zero-click y la incertidumbre sobre los asistentes de voz
Authors
Pastor Sánchez, Juan Antonio ; Saorín Pérez, Tomás
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Publisher
EPI SCP
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Description
© 2020. This document is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
This document is the submitted/accepted/ published version of a published Work that appeared in final form in
Anuario ThinkEPI. To access the final edited and published work see
https://doi.org/10.3145/thinkepi.2020.e14f04
Abstract
Se realiza una reflexión sobre el marcado se-mántico desde el punto de vista de la edición y la publica-ción digital. Se acuña el término data-first, entendido como el uso de datos estructurados en los contenidos digitales para mejorar cómo los buscadores entienden con precisión la información que contienen. Se revisa la evolución y adop-ción del vocabulario Schema.org como estándar de facto en la Web, dado su impacto en el posicionamiento web y en las características mejoradas de las páginas de resultados de búsqueda. Finalmente se apuntan las consideraciones sobre el efecto de los datos estructurados en las respuestas direc-tas, el discutido fenómeno de las búsquedas zero-click y en la interacción a través de asistentes de voz
This work reflects about semantic markup from the point of view of digital publishing and editing. It’s coined the term “data-first” with the meaning of the use of structured data in digital content to improve how search engines understand precisely the information these contents embodied. Evolution and adoption os Schema.org vocabulary is outlined, as a de facto web standard, due to its impact in web engine optimization and featured snippets in SERPs. Finally, contented phenomena as direct answers in search results and zero-click searches are presented as results of the spread of interaction with conversational assistants.
This work reflects about semantic markup from the point of view of digital publishing and editing. It’s coined the term “data-first” with the meaning of the use of structured data in digital content to improve how search engines understand precisely the information these contents embodied. Evolution and adoption os Schema.org vocabulary is outlined, as a de facto web standard, due to its impact in web engine optimization and featured snippets in SERPs. Finally, contented phenomena as direct answers in search results and zero-click searches are presented as results of the spread of interaction with conversational assistants.
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SEO , Metadatos , Datos estructurados , Schema.org , Edición digital , Búsqueda web , Optimización para buscadores , Marcado semántico , Web de datos , Asistentes de voz , Zero click , Structured data , Web search , Search engine optimization , Digital edition , Semantic markup , Web of data , Voice assistants , Zero click
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