Barbara Starr of Search Engine Land recently posed the question, is Google hijacking semantic markup and structured data? She writes, "In 2012, I started a series, How The Major Search And Social Engines Are Using The Semantic Web, which took us to a point in time around September 2012. Since then, there have been further interesting developments. In this article, I am going to focus on recent developments that are search engine and/or Google specific, then take a further look back in search engine history with the assumption (for you history and strategy lovers,) that a successful strategy used once, may well be used again in similar circumstances."
She continues, "In the interim, since September of 2011, Google has taken increasingly more steps in becoming more semantic-web like in nature and in the migration of its SERPs, resembling those of an answer engine. For example, Google has added explanations to the Knowledge Graph. Subsequent to that, on November 9th, Google adopted GoodRelations as part of schema.org. Aaron Bradley wrote an excellent article about that, and you can read more details here if you missed it. The Knowledge Graph was rolled out globally, on December 4, 2011, and various interesting changes were made to flight search and associated activities. All very interesting; however, not exactly earth shattering, but well worth noting."
photo credit: Google