It is a shared markup vocabulary that makes it easier for webmasters to markup HTML pages in ways recognized by major search providers. Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right Web pages. The recommendation can be implemented in different syntax variations, such as microdata, microformats or JSON-LD.
This post is the first in a series which aim to help you understand schema.org using common scenarios. The examples of applying structured data markup uses a Home and Construction business to provide concrete examples.
While metadata has existed from beginning of the HTML standard, schema.org is a single vocabulary and markup syntax that is supported by the major search engines. This means webmasters no longer have to make tradeoffs between syntax nor do they have implement multiple vocabularies. This saves time and improves the effectiveness.
The justification for schema.org is that it makes it easier for the search engines to understand and categorize your web content. This makes them better able to match your content to users’ queries. As well, consolidating on a single standard means less work for them.
Rich snippets are extra lines of information shown to users in the search results. RIch snippets are created by the search engines for some types of structured data, like microdata, RDFa or Schema.org markup. The extra line of information is meant to provide extra information to the user to help them decide to go to that website. It could the 5 star rating, the price or dates of events. Google shows this extra information for approximately 10 different types of objects. Rich snippets are an informative visual design cue that increases click-through rates. Here are some samples.
Users experience better search experience in two ways. First, the search engines have a better idea of the content they’re supplying to the users, the matches are better. Second, more rich snippets provide a glimpse of the content very quickly and can save them time. Together, users benefit greatly from the use of Schema.org.
Check back soon for the next release in this Schema.org series: