How to Manage your Brand for the Machine Channel - State of Search

This document discusses schema markup for non-developers. It explains that people now interact with data rather than just websites. Schema markup allows brands to take control of their data and speak to machines by defining relationships between important entities. The document provides a three step process for implementing schema markup: 1) identify important things, 2) define relationships between them, and 3) map features in Google. It also discusses challenges like ongoing maintenance, measuring analytics, and scaling schema markup for large organizations.