Will structured data continue to increase in importance? - Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Summary5 min read

Voices of Search Podcast Summary

Episode Title: Will Structured Data Continue to Increase in Importance?
Release Date: July 1, 2025
Host: Tyson Stockton
Guest Expert: Jason Lacks from SAP
Podcast Series: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Provider: I Hear Everything

Introduction

In the July 1, 2025 episode of the Voices of Search podcast, host Tyson Stockton engages with Jason Lacks from SAP to discuss the evolving landscape of Search Engine Optimization (SEO), with a particular focus on the role of structured data. The episode delves into whether structured data will continue to be a cornerstone of SEO strategies or if advancements in search engine algorithms will render it less critical.

Lightning Round: Buy or Sell on Structured Data

The core of the episode features a dynamic segment where Tyson introduces a "lightning round" of questions designed to provoke concise and insightful responses. The primary question posed to Jason Lacks centers on the future significance of structured data in SEO:

Jason Lacks [00:43]:
"We're going to move into the kind of final segment of the Interviewer, the Conversation, and we're going to go into this lightning round and so I'm going to throw at you a series of questions. They'll be more shorter form less conversational than we've had, but I'm going to kind of and there'll be a theme to each one. And so the first one that I'm going to throw at you is going to be buy or sell. Are you buying or selling that structured data will continue to increase in importance, or will search engines evolve and be less dependent on this as they understand content and language?"

Expert's Stance: Buying into Structured Data

Jason Lacks firmly commits to the importance of structured data, indicating a "buy" stance on its continued relevance in SEO.

Guest Expert [01:20]:
"Further, I buy."
(Timestamp: 01:20)

When prompted to elaborate, Lacks provides a comprehensive rationale for his position:

Guest Expert [01:26]:
"Well, first of all, both Bing and Google reinstated the importance of structured metadata back in March, and that was kind of a catalyst for me to kind of look back at it in a different way. But again, those are not the only agents. Now it's really about efficiency, saving money and energy needs for crawling and stuff. And if the structured data can add more precision to it, that increases efficiency and makes it a lot easier for the various agents crawling to understand things. So even with advances and so on. But at the same time, I also look at it from the perspective of it being a jumping off point to more refined languages and how things can communicate so good to have and be conversed in it."
(Timestamp: 01:26)

Key Insights and Discussions

Lacks emphasizes several critical points regarding the enduring value of structured data:

Reaffirmation by Major Search Engines:
- Structured Metadata Importance: He notes that both Bing and Google have recently reinforced the significance of structured metadata, highlighting its pivotal role in modern SEO strategies.
- "Both Bing and Google reinstated the importance of structured metadata back in March..."
Efficiency in Web Crawling:
- Resource Optimization: Structured data enhances the precision of information, thereby streamlining the crawling process. This leads to significant savings in both time and computational resources.
- "...structured data can add more precision to it, that increases efficiency and makes it a lot easier for the various agents crawling to understand things."
Foundation for Advanced Communication:
- Evolution Toward Refined Languages: Lacks envisions structured data as the groundwork for more sophisticated languages and communication protocols between search engines and web content.
- "...a jumping off point to more refined languages and how things can communicate so good to have and be conversed in it."
Response to Advances in Search Engine Technology:
- Adaptation to Changing Algorithms: Despite advancements in search engine algorithms, structured data remains a critical tool for ensuring content is accurately understood and indexed.
Large Language Models (LLMs) and Structured Data:
- Enhancing Language Models: Lacks touches upon the role of structured data in complementing Large Language Models, suggesting that it provides a necessary framework that aids these models in delivering accurate and relevant search results.
- "It's really about efficiency, saving money and energy needs for crawling and stuff..." (Further context suggests Lacks sees structured data as supporting the functionality of LLMs by providing precise data inputs.)

Concluding Remarks

As the discussion wraps up, Tyson Carlson acknowledges Jason Lacks's insights and underscores the importance of structured data in contemporary SEO practices.

Jason Lacks [02:08]:
"It's a great point. And I forget now who kind of like made the call out, but they were saying like LLMs are lazy in nature and one of the easiest ways for that is through structured data. So I'm right there with you on that one."
(Timestamp: 02:08)

Tyson then moves into the episode's conclusion, thanking Jason for his valuable contributions and providing listeners with information on how to connect with him and subscribe to the podcast for more SEO and content marketing insights.

Final Thoughts and Takeaways

This episode of Voices of Search underscores the enduring importance of structured data in SEO. Jason Lacks's affirmation that structured data will continue to play a crucial role reflects the ongoing necessity for webmasters and digital marketers to prioritize metadata as a means of enhancing search engine understanding and efficiency. The discussion also highlights the symbiotic relationship between structured data and emerging technologies like Large Language Models, suggesting that structured data not only aids in current SEO practices but also paves the way for future advancements in search engine capabilities.

For those navigating the complexities of SEO, this episode serves as a timely reminder to invest in structured data implementation, ensuring that content is both accessible and accurately represented in an increasingly sophisticated digital landscape.

Connect with Jason Lacks:

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Transcript6 lines

[00:00]
Tyson Stockton
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
[00:43]
Jason Lacks
We're going to move into the kind of final segment of the the Interviewer, the Conversation, and we're going to go into this lightning round and so I'm going to throw at you a series of questions. They'll be more shorter form less conversational than we've had, but I'm going to kind of and there'll be a theme to each one. And so the first one that I'm going to throw at you is going to be buy or sell. Are you buying or selling that structured data will continue to increase in importance, or will search engines evolve and be less dependent on this as they understand content and language?
[01:20]
Guest Expert
Further, I buy.
[01:23]
Jason Lacks
Interesting. Now can you elaborate on buying?
[01:26]
Guest Expert
Well, first of all, both Bing and Google reinstated the importance of structured metadata back in March, and that was kind of a catalyst for me to kind of look back at it in a different way. But again, those are not the only agents. Now it's really about efficiency, saving money and energy needs for crawling and stuff. And if the structured data can add more precision to it, that increases efficiency and makes it a lot easier for the various agents crawling to understand things. So even with advances and so on. But at the same time, I also look at it from the perspective of it being a jumping off point to more refined languages and how things can communicate so good to have and be conversed in it.
[02:08]
Jason Lacks
It's a great point. And I forget now who kind of like made the call out, but they were saying like LLMs are lazy in nature and one of the easiest ways for that is through structured data. So I'm right there with you on that one. Well, with that, that's going to wrap up this episode of the Voice of Search podcast. Thanks again to Jason Lacks from SAP for joining us. If you'd like to get in contact with Jason, you can find a link to his LinkedIn profile in the show notes or go on over and check out his company's website@SAP.com if you haven't subscribed yet and you'd like a daily stream of SEO and content marketing insights, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed in the following days. That's all for today. Thanks for checking out the Voice of Search, and we look forward to seeing you in the next episode.