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Promote your content with schema.org structured data markup

Schema.org is an initiative launched on 2 June 2011 by Bing, Google and Yahoo! (the operators of the then world’s largest search engines) to “create and support a common set of schemas for structured data markup on web pages.” On 1 November Yandex (whose search engine is the largest one in Russia) joined the initiative.

What is schema.org structured data markup?

“Schema.org structured data markup” is a standard way to annotate your content so machines can understand it. When your web pages include structured data markup, Google (and other search engines like Bing, Yahoo!, and Yandex) can use that data to index your content better, present it more prominently in search results, and surface it in new experiences like voice answers and maps.

Schema.org explains,

Most webmasters are familiar with HTML tags on their pages. Usually, HTML tags tell the browser how to display the information included in the tag. For example, <h1>Avatar</h1> tells the browser to display the text string “Avatar” in a heading 1 format. However, the HTML tag doesn’t give any information about what that text string means — “Avatar” could refer to the hugely successful 3D movie, or it could refer to a type of profile picture — and this can make it more difficult for search engines to intelligently display relevant content to a user.

So, schema.org vocabulary defines a standard set of type names and property names. For example,http://schema.org/Recipe indicates a recipe for for making food, with cookTime, cookingMethod and ingredients properties to specify the food’s recipe key details.

In order for rich snippets to be shown for a recipe, the markup must contain at least two of the following:

Following is the example in Google search results showing rich snippets for recipe results:

Google SERP - Quick and easy pizza crust recipe

Data in the schema.org vocabulary may be embedded in an HTML page using any of three alternative formats: microdata, RDFa, and JSON-LD.

Schema.org can be used with RDFa and JSON-LD, but it is not supported by microformats.

Types of items described by schema.org

Schema.org markup helps your website rank better for all kinds of content types. There is data markup for…

There are hundreds of markup types — from toy stores to medical dose schedules. If you have any type of data on your website, there’s a good chance that it’s going to have an associated itemscope and itemtype.

A full list of items you can mark up with schema.org is available here.

Schema.org structured data markup using microdata

The following is an example of how to mark up a HTML5 webpage using the schema.org schemas and microdata. In order to mark up the data the attribute itemtype along with the url of the schema is used. The attribute itemscope defines the scope of the itemtype. The kind of the current item can be defined by using the attribute itemprop.

Expected types, text, and URLs

Here are a few notes schema.org suggests you to keep in mind when adding schema.org markup to your web pages.

<div itemscope itemtype="http://schema.org/Person">
  <a href="alice.html" itemprop="url">Alice Jones</a>
</div>
<div itemscope itemtype="http://schema.org/Person">
  <a href="bob.html" itemprop="url">Bob Smith</a>
</div>