Shows
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing PodcastInvesting in comprehensive data clean up vs AI content expansion for AI rankingsWhen resources are limited, SEO teams face tough investment choices. Martha van Berkel, CEO of Schema App, advocates prioritizing comprehensive data cleanup before AI content expansion. She explains that websites often contain irrelevant content that dilutes authority, making cleanup essential for establishing a baseline before strategic expansion. Martha recommends following cleanup with targeted investment in high-quality, knowledge-rich content that serves both generative AI and human users effectively.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.2025-06-2102 minVoices of Search // A Search Engine Optimization (SEO) & Content Marketing PodcastOne word that describes the current state of search in the GenAI eraIn the GenAI era, search is "behind" according to industry experts. Martha van Berkel, CEO of Schema App, explains why most SEOs remain too tactical rather than strategic in their approach to AI-driven search. She advocates for cross-functional collaboration, executive education about zero-click searches, and structured data implementation to bridge the gap between traditional SEO metrics and the new search landscape.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.2025-06-2004 minVoices of Search // A Search Engine Optimization (SEO) & Content Marketing PodcastWill using AI to automatically generate schema markup at scale be a trend or trash?Is AI-generated schema markup at scale effective? Martha van Berkel, CEO of Schema App, explains why automated schema generation falls short of understanding business nuances and human search intent. She argues that while AI can create basic drafts, it cannot properly define the complex relationships needed for a complete knowledge graph, requiring human expertise to craft meaningful schema that truly represents business data models.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.2025-06-1902 minVoices of Search // A Search Engine Optimization (SEO) & Content Marketing PodcastHow will the relationship between structured data and generative AI evolve over the next 18 months?Structured data's role in AI is rapidly evolving. Martha van Berkel, CEO of Schema App, examines how structured data will become a critical data feed for large language models beyond traditional SEO applications. She explains why data with context is essential for reducing hallucinations in AI models, and predicts that frameworks and protocols will become increasingly important for organizing information that feeds into generative systems.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.2025-06-1803 minVoices of Search // A Search Engine Optimization (SEO) & Content Marketing PodcastStructured data will become mandatory for ranking in AI-generated search results by 2025?Structured data may soon become mandatory for AI search rankings. Martha van Berkel, CEO of Schema App, shares her expert perspective on why search engines will likely require structured data implementation by 2025. She explains how computational costs will drive this requirement and predicts companies will need to adapt their technical SEO strategies to maintain visibility in AI-generated results.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.2025-06-1702 minVoices of Search // A Search Engine Optimization (SEO) & Content Marketing PodcastHow GenAI uses structured dataStructured data is critical for AI-powered search success. Martha van Berkel, CEO of Schema App, explains how to optimize content for generative AI environments. She details how schema markup creates a knowledge graph that enables AI inferencing, explores the Model Context Protocol (MCP) as a universal framework for LLMs, and demonstrates why unique, expert content with proper semantic connections outperforms generic material.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.2025-06-1633 min
The Digital Marketing Mentor087: The Best of SEO (Part 1): Mentorship Meets StrategySend us a textMentorship and representation transforms careers - this truth echoes throughout our conversations with leading SEO professionals in the first installment of our two-part "Best of SEO" episode series. From personal journeys to strategies for tackling the various technical aspects of SEO, our expert guests reveal how adaptable and human-centered SEO truly is. As they explore how AI is revolutionizing search, these conversations emphasize the importance of trust and reliability in the field, especially at pivotal career moments. Episode Highlights: Nine SEO industry leaders share pers...2025-05-2139 min
Tip Top - Grow Up Your Business With MetronomicsGrowing Up from Corporate Life to Entrepreneurial Success with Martha van Berkel!In this episode of Tip Top: Grow Your Business with Metronomics, Shannon Susko welcomes Martha van Berkel, CEO of Schema App, to discuss her entrepreneurial journey, leadership growth, and the power of strategic business systems. From leaving a corporate career at Cisco to building a thriving company, Martha shares the lessons, challenges, and breakthroughs that helped her scale Schema App with confidence.Martha dives into the importance of clarity in leadership, the role of structured systems like Metronomics, and how coaching transformed her approach to business growth. She also reveals how adopting a 10X mindset, setting clear priorities, and...2025-03-1045 min
Healthcare RapNew Year, Same Mission (#382)Jared begins 2025 with the State of the State in consumer-centered care. It’s a new year, but the mission remains the same: make significant progress making consumer-centered products and services. All that, plus a special Flava of the Week featuring a list of industry voices that YOU compiled. Whom did you recommend that we follow, watch, read, and listen to, and why are we asking you to add YOUR voice to the list? Journalists: Blake Madden, Christina Farr, Jane Sarasohn-Kahn, Jane Brubaker Patient Experience Professionals: Adam Bunke, Jennifer Carron Passon, Rachel Biblow, Valerie Choni...2024-12-3129 minShift Forward HealthNew Year, Same Mission (#382)Jared begins 2025 with the State of the State in consumer-centered care. It’s a new year, but the mission remains the same: make significant progress making consumer-centered products and services. All that, plus a special Flava of the Week featuring a list of industry voices that YOU compiled. Whom did you recommend that we follow, watch, read, and listen to, and why are we asking you to add YOUR voice to the list? Journalists: Blake Madden, Christina Farr, Jane Sarasohn-Kahn, Jane Brubaker Patient Experience Professionals: Adam Bunke, Jennifer Carron Passon, Rachel Biblow, Valerie Choni...2024-12-3129 min
SEO in 2025Manage your content knowledge graph – with Martha Van BerkelMartha van Berkel from Schema App takes us deeper into the minutiae of entity SEO to look more closely at schema markup and how to build a powerful knowledge graph.Martha says: “Start to think about entity SEO and managing your content knowledge graph.”How would you define an entity?“I always like to think about an entity as a thing. When you’re in a business, you can think about the most important strategic ‘things’ for the business. What makes an entity different from a keyword (or a word in general) is that it is m...2024-12-3014 minVoices of Search // A Search Engine Optimization (SEO) & Content Marketing PodcastBrighton SEO Live Panel With Martha Van Berkel And Mike KingThe panel discussed the evolving landscape of SEO, emphasizing the impact of AI on search engines and the industry. Mike King argued that Google's dominance is unlikely to be challenged unless the government intervenes, citing their vast data and technological advantages. Jordan Koene countered, predicting a competitive shift with AI tools like OpenAI eroding Google's market share. Martha van Berkel highlighted the importance of knowledge graphs and data architecture. The discussion also covered the need for SEOs to adapt by focusing on strategic thinking, understanding business objectives, and leveraging new AI tools. The panel agreed on the necessity of...2024-12-041h 00
SEO GurusSchema Markup Tips for SEO Pros to Boost Rankings and Improve Content StrategyWelcome to SEO Gurus! This episode is brought to you by GHA Marketing! (https://www.ghapodcast.com/)In today’s episode, we welcome Martha van BerkelMartha van Berkel is the CEO of Schema App, an end-to-end Schema Markup solution provider. She focuses on helping SEO teams globally understand the value of Schema Markup and how they can leverage it to develop their content knowledge graph and drive search performance. Outside of Schema App, Martha is a mother of two and an avid rower. Expect to learn:1. The role of s...2024-11-1440 min
touch point podcastTP409 - Live from Austin, TX at #HCIC24In this episode, Chris Boyer is joined by guests Dean Browell, Martha Van Berkel and Danny Fell as they discuss some of the key themes and issues being discussed at the 28th Annual Healthcare Internet Conference in Austin, TX. From the changing role of the marketing leader, to the challenges of measurement and the complexity of technology and disruption, they share ideas and insights on how modern healthcare leaders need to adapt to meet the needs of the moment.Mentions from the Show:
Dean Browell on LinkedIn
Martha van Berkel on Linkedin
Danny Fell on LinkedIn
C...2024-11-1338 minVoices of Search // A Search Engine Optimization (SEO) & Content Marketing PodcastBrighton SEO Week With Martha Van BerkelMartha Van Berkel, CEO and co-founder of Schema App, discusses her journey in SEO, including her first Brighton SEO experience in 2019 and a serendipitous family connection at the event. She emphasizes the importance of community, both professionally and personally, and shares her approach to building meaningful connections. Martha also talks about her health journey with Lyme disease and mold toxicity, highlighting the support from her community. Additionally, she discusses the challenges and benefits of working with her husband, Mark, and the balance they maintain between work and personal life. Show NotesConnect With: Martha Van Berkel: We...2024-10-1850 min
For the BetterThe Importance of Schema, Knowledge Graphs, and Kevin Bacon in Healthcare MarketingIn this episode… With every Google search, there's an unseen layer of interwoven information that’s crucial for businesses to gain visibility. What if there was a way to clarify these connections, making it easier for search engines to deliver the most relevant content? How does semantic marketing change the game for search engine optimization, and what role does famed actor Kevin Bacon have to play in this? Martha van Berkel is the Co-founder and CEO of Schema App, an end-to-end schema markup solution for enterprise SEO teams. Known for her expertise in schema markup and...2024-07-3122 min
INspired INsider Podcast[SaaS Series] Innovating SEO and Future-Proofing Content With Martha van Berkel of Schema AppMartha van Berkel is the CEO and Co-founder of Schema App, a SaaS company specializing in translating web content for search engines and machines. With a background in mathematics and engineering, Martha possesses a superpower in articulating AI and search complexities to marketing leaders. Having worked with top-tier companies like Gusto and SAP, she brings a wealth of experience to digital marketing. Martha has an impressive history, including a 14-year tenure at Cisco, before venturing into entrepreneurship with Schema App. She leads her team in providing innovative SEO solutions and prides herself on cultivating a culture of transparency, ownership...2024-07-2445 mintouch point podcastTP387: SEO Updates, Leaks and AI OverviewsIn this week’s episode, hosts Reed Smith and Chris Boyer discuss the future of search and search optimization by exploring the recent changes to SEO algorithms and the challenge of integrating Gen AI into search experiences. They even provide a high-level overview of the most recent Google SEO leaks and what it means to healthcare marketers. They are then joined by Martha van Berkel of SchemaApp who shares her perspectives on how search is changing and the tactics needed to meet the new search experience. Mentions from the show:
Google just updated its algorithm. The Inte...2024-06-121h 01
Live From ... HCICEpisode 9: Revolutionizing Healthcare SEOIn Episode 9 of "Live from HCIC 2023," Martha van Berkel, CEO and co-founder of Schema App, shares her insights on optimizing web content for search engines and the emerging relevance of AI in this domain. With a background in enterprise technology at companies like Cisco, Martha delves into the intricacies of schema markup – a method of making web content more understandable to search engines. She explains how this technique, developed by major search engines, acts like a translation layer between human language and machine understanding, enhancing the visibility and relevance of healthcare content online. The episode also touches on the si...2024-04-2622 min
SEO in 2025Use Connected Schema Markup to prepare your organization for AI - with Martha van BerkelMartha van Berkel and David discuss how to use connected Schema Markup to prepare your organization for AI and build your company's knowledge graph.Discussion points include:What does optimizing your site and using schema markup in a connected way mean?What are your 3 tips for doing "connected" schema markup? Why does this matter?Why this is important for what's changing in Search - (SGE, ChatGPT/Bing)?How does this position SEO to be the hero in preparing marketing data for broader AI initiatives? What does this...2024-01-1616 min
RankableSchema Value in SEO Beyond Rich Snippets ft Dave OjedaIn episode 120, Dave Ojeda stops by to chat about the intricacies of Schema markup.Dave emphasizes the value of Schema and its role beyond enhancing search engine visibility. We discuss entities and the relationship they have with semantic Schema markup as well as how they enrich the context of your content.Dave also highlights common mistakes to avoid when working with Schema and the advantages of implementing Schema markup within your organization.(0:00) Intro(4:02) The Value of Schema(7:19) Entities in the Context of Schema(9:03) The Advantage of Schema...2023-09-1427 min
EDGE of the Web - The Best SEO Podcast for Today's Digital MarketerValidating and Building your Schema w/Martha van BerkelGet a deeper understanding of schema markup with guest Martha van Berkel, Co-Founder of SchemaApp. Martha gives her insights into validating your schema as well as her suggested approach to updating your existing schema. Plus, some exciting new innovations on SchemaApp to best utilize your SEO presence. It’s all things structured data, here on this episode of the EDGE of the Web podcast! Key Segments [00:02:34] Introducing Martha van Berkel [00:06:52] How Often Should You Review Existing Schema? [00:11:32] EDGE of the Web Title Sponsor: Site Strategics [00:13:43] The Process of Validating you...2023-05-3138 minEDGE of the Web - The Best SEO Podcast for Today's Digital MarketerIt’s Not Google’s Knowledge Graph, It’s Yours w/Martha van BerkelIt’s time to own your knowledge graph! Martha van Berkel of SchemaApp shares her perspective on the history of structured data, its pitfalls, and its stabilization. Listen in as she helps guide us in understanding the concept of semantic relationships, but more importantly, hear her call! Get back to BASICS! SchemaApp is trying to train the world, and you can dive in with the CEO of a really fantastic tool! [00:02:21] Introducing Martha van Berkel’s schema journey [00:08:00] How important is Structured Data in SEO? [00:08:39] History of Structured Data for Websites [00:10:15] The...2023-05-2039 min
Suds & Search | Interviews With Today's Search Marketing Experts🍺🔍 Suds & Search 156 | Martha Van Berkel, CEO and Co-founder of SchemaApp@MarthavanBerkel , CEO and Co-founder of SchemaApp, is our guest on this week's episode of Suds & Search. Join us for a chat about what goes into a Schema strategy, and how to determine whether or not that strategy is working 🍻
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https://www.youtube.com/c/SearchLabSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise2023-04-0628 min
SEO in 2025Manage your structured data like a financial portfolio—Martha van BerkelMartha van Berkel advises SEOs in 2023 to handle your structured data like a financial portfolio in five key ways: manage and maintain your structured data, prepare for volatility, test new investments, treat SEO as a team sport, and view machine learning as your ‘blockchain of schema’.For the full transcript of the episode, please visit https://majestic.com/seo-in-2023/martha-van-berkel2023-02-1313 min
The Digital Marketing Mentor003: A Growth Mindset for Marketing, Mentorship, and Structured Data in SEO with Martha van BerkelSend us a textMartha Van Berkel has never backed down from a challenge and wouldn’t know how to hit the brakes on a hairpin turn on a go-kart track. She is always wanting to move faster, solve clients’ problems better, add more value, and think bigger. This is why she created Schema App. Learn more about structured data and how her mentors helped guide her onto the path of success as we dive deep into being open to feedback and opportunities with Martha. Episode Highlights[1:37] Martha discusses growing up in Cana...2023-02-0151 min