Webpages have two faces, one serving humans and one serving machines. Delivering to both within one single well-formed document requires structured content, that is architectural based on content strategy, information architecture and semantic principles. We started using
HTML5 markup as our toolkit to create such documents, but how do we approach it, and is it sufficient or even extendable for our purpose of delivering an engaging reading experience to the user, and also providing necessary information for optimised search engine results? And how about search engine optimisation as an integral part? In this presentation we will have a closer look into the balancing act on achieving our goals.