The importance of the structured data is compensated by the lack of a unified standard, the backbone for many search engines and servers. We could also add to it a physical inability to support and maintain such structure even by the major players as Google/Bing.
It is not feasible to monopolize such structured data only for your own search engine, perhaps, your search engine already has your own standard. The unifying standards of Schema.org and Open Graph do their markups better, providing the free tools for any website in the world. Such third-party structure monitoring is more efficient in many aspects than trying to provide your own standard.
Is there a need for data structuring?
As long as we have the search engine crawlers that scan our content continuously in a robotic way, basically being driven by the text algorithms, the structure markup is essential. Having web pages rich with media, embedded videos, photos, designs, etc, the crawlers may see only the text value of such things, at least these days.
Helping the machine to discover your page the way you have created it, in a frontend manner, gives us another reason to advance the AI crawlers and understand the true qualities of your content. All of it is done for the purpose of relegating the primitive count of your text and links to the sub-crawlers.
Advancing the crawling AI may help the web to qualify your data the way it is introduced. Per saying, if you have a gallery of oil paintings, the search engine would probably value it by the search tag reference, backlinks, hype-factor, word summary, but would never be able itself realize what is actually painted there.
So, need we teach the AI to become stronger?
A philosophical question which is too late to answer to. This question was actual in the 70's, when the first processors and semiconductors were put in mass production. The computer era passed by a long time ago, so the question of 'do we really need the AI?' should be redefined as 'When do we really need the AI?'.
It's a matter of time when we would have the smart search engine crawlers and that won't be just the spiders sent to examine the technical aspects of our content, but virtual 'examiners' of what we do and what we have.
More info on how the search engine crawlers will use the user experience on the created content could be found here.
Artificial vs the human factors of data evaluation
Data structuring may be technical and cumbersome, but the evaluation of it is a matter of taste. Grading your content by the AI is also dubious at this moment, in 2020. What range of human qualities does Google have, Bing and other search engines?
The human quality factors that rate your content are still pre-defined, but become more automated and behavioural. Basically meaning that the AI crawler may think now more independently on whether the content is valuable or not.
The change of the SEO
What does it all meant for the SEO markup, the content creators, SEO business, etc? Perhaps, this is the era of the quality change. The skills, the humans do have, could be evaluated better than the technical aspects of the data they create. This all is placing those who buy their fame online at stakes, at least theoretically.
The major difference between the human and the AI evaluation, is the strategy building and the levels of bias we produce. If the AI won't be pre-defined with bias, then its probability reasoning would not succumb onto bribe due to lack of artificial interest in stereotypes.
Expecting the artificial consciousness growth in the nearest future is not a dud. Some of the crawlers are already using the AI to evaluate your content beforehand, in lieu to your structured data markup or even the layout. Basically meaning, the more advanced the AI becomes, the less of work in structuring of your data is needed.
Some of the AI moral values and the future projections of it could be found in this short brochure.
The data structuring isn't going to go obsolete
As long as the reading of the basic data is necessary, the data structuring will remain the backbone of the SEO building. As long as the websites use the database types of storage, the markup and validation is essential. We understand that the AI crawlers are coming closer, but their function is supplementary and they mainly work in terms of evaluation.
The structured and the technical data is better used by the classic non-AI crawlers. As long as the backbone of the classic web is the search engine algorithms, e.g the use of the summary of your query by Google via the knowledge graph, in similar ways by Bing, the need for crawlers remains solid.
The structured data will remain the foundation of the SEO building, upon which the crawling AI would lay the bricks of human perception and evaluation of your content.
Creative content written for humans
What criteria change in the 21st century for validation, markup, AI crawlers, etc? The quality content written for humans and predominantly by humans. The latter could be challenged in the recent decade, but the quality means the human appeal and the character, which is hard to replicate by the AI.
We have discussed the aspects of the creative writing in our blog, but need to recoup what we have to conclude for the successful content creation:
- creative content
- originality rate
- future aspects of such content - how long it will live
- what problems it solves
Making the smart content not only redefines your presence online, but establishes your grounds for the SEO markups.
With the advent of the AI crawlers all is going to be changed in the processing of your content, some would say, the humans won't create their content anymore, but that's a different question. As long as the SEO validation goes - being a serious creator, means competing not only with the humans, but also with the AI.
Prepare for the battle!