Semantic markup is a mechanism for creating meaningful data on the web. Semantic markup helps search engines understand what our content and our data means so it can display better search results. When companies implement schema.org markup on their websites, they appear in more relevant search results and are more appealing to searchers because of the additional information accompanying their site.
Schema is a type of microdata that makes it easier for Google and other search engines to parse and interpret the information on your web pages more effectively so they can serve relevant results to users based on search queries.
Schema.org is the centralized home on the web for the Schema project, a collaboration between Google, Bing, Yahoo! and Russian search engine Yandex to standardize structured markup.
Structured data is a system of pairing a name with a value that helps search engines categorize and index your content. Microdata is one form of structured data that works with HTML5. Schema.org is a project that provides a particular set of agreed-upon definitions for microdata tags.
Including schema microdata in your HTML code can help search engine crawlers interpret the content of your pages more effectively. This can increase your visibility. However, it’s important to note that including schema (or any other structured markup format) in your code is not a “hack”. Instead, think of schema as a best practice to make it easier for search engines to find and display your content.
Aside from making it easier for search engines to properly categorize your site’s content, marking up your pages with schema microdata can also be used to define and display rich snippets of your content in SERPs. Contrary to common misconception, Google does in fact use schema markup to display rich snippets. Clear, concise rich snippets can result in higher click-through rates, as users can quickly and easily determine whether the content on your site is what they’re looking for.
Structured data can be used to mark up all kinds of items from products to events to recipes. It is most often used to provide additional information about the following: