🧠 Martha van Berkel on Innovating with Schema, Scaling Structured Data, and Future-Proofing SEO for Voice, Chat, and AI - Episode #37

The SEO Podcast: Page 2 Podcast Hosted by Jon Clark & Joe DeVita

In Episode 37 of The Page 2 Podcast, hosts Jacob Stoops and Jeff Louella sit down with Martha van Berkel, CEO and co-founder of Schema App, to unpack the strategic power of structured data—and what it really takes to get it implemented at scale.

We talk about her background in mathematics and engineering (she also attended the MIT Sloan school of management) to her early days building global programs at Cisco to launching Schema App alongside her husband, Martha shares a riveting origin story of ambition, frustration, and bold innovation.

Her mission? Make SEOs the hero by giving them tools to finally get stuff done—without waiting on dev teams.

🎯 In this episode:

• Martha’s transition from math & engineering to voice-over-IP to semantic SEO
• What it’s like building a structured data SaaS platform from scratch
• How Schema App solves the #1 pain point in SEO: implementation bottlenecks
• Google’s shifting focus from rich results to understanding—and why it matters
• What structured data means for voice assistants, wearables, chatbots, and more
• How to make a business case for markup even when there's no flashy rich result
• Practical tips for clean analytics, proof of value, and schema scalability
• Her vision of a future where websites become mere data containers—and SEO fuels every surface

This episode is a must-listen for SEOs working with enterprise teams, brands struggling with implementation, or anyone curious about the evolving role of structured data in AI-driven environments.

🔔 Subscribe for behind-the-scenes SEO stories from the industry’s most influential voices—and discover what it takes to future-proof your search strategy.

💬 Comment below: What’s the biggest structured data win or implementation challenge you’ve faced?

Sponsored by Moving Traffic Media

Follow the Page 2 Podcast

• Page 2 Podcast on Youtube
• Page 2 Podcast on Linkedin
• Page 2 Podcast on Facebook

Follow Jon Clark

• Jon Clark on Bluesky
• Jon Clark on Linkedin