Top companies including Microsoft, Google, Yahoo, Bing, and Yandex in collaboration have created Schema.org way back in 2011. Schema is an advanced semantic vocabulary with the goal of creating a structured data markup that all search engines can understand. It is a particular vocabulary of microdata that can be added to HTML to enhance the representation of a page in SERPs capable of producing context to an otherwise ambiguous web page.
Schema tells the search engines what the content means, not just what it says. When a search engine crawls your website, it is trying to get a sense of your navigation, layout and content. Marking up your webpages with structured data means that a search engine can ‘read’ them more easily and understand what the content refers to and the content on your website gets indexed and returned in search results. It assigns meaning to the content, rather than just telling the search engine what the page says. Adding Schema markup to your HTML improves the way your page displays in SERPs by enhancing the rich snippets that are displayed beneath the page title.
Schema markup makes your website easy to read for search engines to properly categorize, find and display your site’s content. Definitely it is going to help the SEO of your site. But when it comes to improve the ranking of your website, no evidence has been found that suggests microdata has a direct effect on organic search rankings. Nonetheless, it does improve your site’s rich snippets. It does help to your site to appear more prominently in SERPs. According to the market experts, Schema Mark Up has immense potential to prove valuable to the overall digital growth of your business indirectly.
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:
In particular, the Schema.org initiative has taken a giant leap towards creating a de-facto standard through the collaboration of three industry giants; Google, Microsoft and Yahoo. Schema is relatively easy to integrate into your webpages.