The world of SEO does not sit still for long. One of the biggest changes to the digital landscape and addition to the tools available to inbound marketers is the implementation of on-page data mark-up languages such as Schema.org.

The aim of on-page data mark-up is to increase the amount the search engines actually understand about the information they are categorising, ultimately leading to more accurate search results.

Thus back in 2011, as a result of collaboration between the search engine superpowers Google, Microsoft and Yahoo, Schema.org was created to improve the search engines ability to understand the web by creating a structured method of microdata mark-up. By sharing a microdata mark-up vocabulary, webmasters are able to ensure their efforts are properly rewarded.

As is often the case in the field of SEO, a simple process has been made to sound more complicated than it actually is. Hopefully an example will clear up any underlying confusion:

When using a search engine, people have a primary understanding of the information they are viewing. Until now it has been impossible for search engines to replicate such an understanding. For example, if as your header 1, you have the word ’Flipper’, there is no information to tell you what the text string actually means – Flipper could of course refer to the popular film about a 12 year old boy who befriended a dolphin, or the popular swimming aid. This can make it difficult for the search engines to display content relevant to the user.

By using the Schema.org vocabulary, it is possible to tell the search engines that this information describes a specific movie, place, person or video, helping to tidy up the search engines understanding of your content.

So, will Schema.org help your website to work its way up through the rankings? Well no; as yet mark-up is not used for ranking purposes. However, there is still a huge benefit to implementing Schema.org to your website.

Google has slowly begun to roll out rich snippets within the search results for those webpages that have used microdata such as Schema.org, to help display authorship, videos and review data.

There are many different kinds of snippets Google supports, and the number keeps growing. Rich snippets are having a tremendous impact on a visitors click through rate within the search results with some webmasters reporting a 30% increase in CTR after implementing rich snippets.

Applying the mark-up isn’t a difficult process on small sites and there is a great guide for getting started with Schema.org at: http://www.schema.org/docs/gs.html

Once you have implemented your microdata mark-up, use the rich snippets testing tool to make sure that Google can read and extract your marked-up data, and enjoy your improved CTR.

Google has recently filed for a patent where part of the ranking calculation is made up by the click through rate of web pages that have previously been listed for that search. See here for in-depth details.

This means that if your site appears on the first page for "cheap MP3 players" below Amazon.co.uk but receives a higher rate of clicks for that keyword then there is a chance your site could start showing above theirs.

Search engine optimisation and in-bound link building could now only the first half of the battle when it comes to winning the search engine war. If people aren't clicking your listing then you may start slipping back down the results.

How do you combat this? Strong calls to action.

The search results show three things that you have control over: your page title, your meta description and your URL. Make them really work for you.

Page title - Along with making sure your main keywords are in here try adding a sales message that will help people click through, e.g. "Cheap MP3 Players. Huge selection of low price MP3 players."

Meta Description – This is where you should see a big difference. In the meta description you have up to 160 displayed characters, so can create a couple of really strong sentences that will entice searchers towards your site. Make sure you include the keywords a couple of times too. e.g. "Cheap MP3 players. Full range of MP3 players from iPods to Zens. Cheapest price guarantee plus FREE shipping."

URL - If you have search engine friendly URLs then make sure the keywords show, as this increases click through rates. e.g. www.example.com/cheap-mp3-players

This just goes to show that you never know what's next in the world of search engine marketing. Many search engine optimisation companies and webmasters have ignored meta desciptions for years, writing them off as 'old-hat' and of no real value. With this update though, spending time on your meta data will once again be a fundamental part of online marketing.

Some search engine marketers are already reporting changes in the ranking of their sites since the recent Google update, with many suspecting historic click through rates already playing a part.