Scheduler 2025

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Turning Content into Data: The Key to AI Visibility and Control

Martha van Berkel  (Guelph, Schema App)

Caerley McShane  (Global SEO Lead, SAP)

Location: Room 9

Date: Tuesday, September 16

Time: 2:05 pm - 2:40 pm

Pass Type: All Access, Main Conference Plus, Main Conference, Digital - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: SEO/Search

Vault Recording: TBD

Audience Level: Intermediate

Bruce Clay

The world of Search is changing, and your content is at the center of it. Search engines and AI systems don't just read your content—they interpret, categorize, and rank it based on its relevance. So how can you take control of how AI perceives your brand and ensure your content is visible to your audience? The answer is Schema Markup and knowledge graphs.

This session will break down how Schema Markup and Content Knowledge Graphs can help brands optimize their content for AI and search. Martha van Berkel from Schema App will share how translating your content into machine-readable structured data and building a content knowledge graph powers better content discoverability and deeper content insights. Learn about the market changes and why this is critical to future-proof your content.

Vivienne Wang, Head of Search, SEO at SAP will share how SAP has successfully leveraged structured data to enhance its content strategy, improve search visibility, and gain valuable content performance insights. Attendees will leave with a clear roadmap for making their content AI-ready and futureproofed for evolving search and discovery experiences.

Takeaway

  • Evolving Search landscape - Understand how search and SEO are changing and their impact on your content strategy
  • From Content to Context – Learn how Schema Markup transforms your content into a machine-readable Content Knowledge Graph for AI and search engines.
  • SAP's Schema Markup Strategy – Hear how SAP uses Schema Markup to enhance content discoverability and gain insights.
  • Data-Driven Content Insights – Explore how a content knowledge graph can provide actionable insights to improve content strategy.
  • Taking Control of Your Content's AI Future – Get practical steps to ensure your content is accurately represented and leveraged by AI-powered search and discovery platforms.