You’re likely missing effective content distribution and discovery mechanisms; simply publishing doesn’t guarantee readership. Google’s Search Generative Experience (SGE), now a significant factor in search results as of December 2025, prioritises content that’s actively promoted and demonstrates authority, going beyond basic keyword optimisation.

Google’s SGE, and increasingly standard search results, rely heavily on structured data markup – specifically, schema.org vocabulary. Schema allows search engines to understand *what* your content is (an article, a recipe, an event) and its context. Currently, implementing schema requires adding code to your website, or using a plugin if you’re on a platform like WordPress. Google’s Search Console, available to Australian businesses, provides tools to validate your schema implementation and identify errors. In December 2025, Google is rolling out enhanced schema validation directly within Search Console, providing more granular feedback. Furthermore, Google’s AI Overviews, which summarise search results, often draw heavily from content with robust schema markup. The Australian Digital Advertising Alliance (ADAA) also provides resources on data standards relevant to schema implementation. Google has announced in 2027 that schema will become even more critical for inclusion in AI-powered search features.

Essentially, schema provides the technical ‘signals’ that help search engines understand and surface your content, moving beyond simply indexing keywords.