What is Schema

What Is schema.org

Schema.org is a collaborative, community-driven project that aims to create a standard set of structured data markup schemas for web pages. It was founded by Google, Microsoft, Yahoo, and Yandex in 2011 and has since become an important tool for improving the visibility and understanding of web content by search engines, social media platforms, and other digital services.

In this blog, we will explore what Schema.org is, how it works, and why it is important for website owners and digital marketers.

Fun Fact

While schema markup is not a direct ranking factor, it can indirectly improve search engine rankings by improving click-through rates and user engagement.

Evolution of Schema

Schema.org has evolved significantly since its launch in 2011. Here are some key milestones in its evolution:

1. Launch of Schema.org (2011)

Schema.org was launched in June 2011 by Google, Microsoft, Yahoo, and Yandex. The initial release included a set of schema types for marking up content related to events, organizations, people, products, and reviews

2. Expansion of Schema Types (2012-2014)

In 2012, Schema.org expanded to include schema types for marking up content related to books, movies, music, and recipes. In 2013 and 2014, additional schema types were added for marking up content related to medical conditions, articles, and creative works.

3. Adoption by Major Search Engines (2013-2015)

By 2013, Schema.org had gained widespread adoption by major search engines, including Google, Bing, and Yahoo. In 2015, Schema.org announced that Yandex had also adopted its schema markup.

4. Introduction of JSON-LD (2014)

In 2014, Schema.org introduced JSON-LD as a new format for implementing schema markup. JSON-LD is a more developer-friendly format that makes it easier to add schema markup to web pages.

5. Introduction of Actions and Skills (2016)

In 2016, Schema.org introduced schema types for marking up actions and skills. These schema types enable website owners to provide more detailed information about the actions that users can perform on their websites and the skills that their content relates to.

6. Introduction of How-To Schema (2018)

In 2018, Schema.org introduced HowTo schema, which enables website owners to provide step-by-step instructions for completing tasks.

7. Introduction of FAQPage Schema (2019)

In 2019, Schema.org introduced FAQPage schema, which enables website owners to mark up frequently asked questions and their answers on their web pages.

8. Continued Expansion and Refinement (2020-present)

Schema.org continues to evolve and expand with new schema types and refinements to existing ones. Recent additions include schema types for marking up product reviews, shipping details, and job postings.


Schema In Detail

Schema.org is a markup vocabulary that uses microdata, JSON-LD, and RDFa formats to provide structured data to search engines and other digital services. Structured data refers to the organization of data in a specific format that can be easily interpreted by machines.

Schema.org provides a standardized set of vocabularies that can be used to mark up different types of content, including products, events, organizations, reviews, and more. By using Schema.org markup, website owners can provide additional context and information about their content to search engines, social media platforms, and other digital services.

Types of Schema

There are different types of schema, each designed to help webmasters and search engines understand different types of content on the web. Here are some of the most commonly used schema types:

  1. Article: used to mark up news articles, blog posts, and other written content

  2. Book: used to mark up books, e-books, and audio books

  3. Event: used to mark up events such as concerts, festivals, and conferences

  4. Organization: used to mark up information about organizations, such as businesses, non-profits, and educational institutions

  5. Person: used to mark up information about people, such as authors, actors, and politicians

  6. Product: used to mark up products such as electronics, clothing, and books

  7. Recipe: used to mark up recipes, including ingredients and cooking instructions

  8. Review: used to mark up reviews of products, services, and other items

  9. Video: used to mark up videos, including movie trailers, TV episodes, and other types of video content

  10. Local Business: used to mark up information about local businesses, such as their address, phone number, and hours of operation

Each schema type is designed to provide specific information about a particular type of content, making it easier for search engines to understand and display that content in search results.


How To Generate Schema

The easiest way to generate Schema is using a website called www.technicalseo.com 

All you need to do is select the Schema type and fill up the information related to the schema.


You can then copy the schema code and add it in Google Tag Manager or send it to your developer.

How Does Schema.org Work?

Schema.org markup is added to HTML tags on web pages using microdata, RDFa, or JSON-LD formats. When a search engine crawls a web page, it can interpret the structured data markup and use it to enhance the search results with additional information.

For example, if a web page contains information about an event, the event markup can include details such as the event name, location, date, and time. This information can then be used by search engines to provide users with more detailed and relevant search results.

Schema.org also provides a tool called the Structured Data Testing Tool, which can be used to check the validity and correctness of schema markup on web pages.

Did You Know?

Schema.org is a collaboration between major search engines: Google, Bing, Yahoo, and Yandex

Why Is Shema Important?

Below are some tried & tested Off-Page SEO techniques that can be implemented across all niches to increase your website ranking

Schema.org is important for website owners and digital marketers for several reasons:

1. Improved Search Engine Visibility

By using Schema.org markup, website owners can provide search engines with more detailed and accurate information about their content. This can help search engines better understand the content and provide users with more relevant and informative search results.

2. Richer Search Results

Schema.org markup can be used to create rich snippets, which are enhanced search results that include additional information about the content. For example, a product search result may include information such as the product name, price, and availability.

3. Increased Click-Through Rates

Rich snippets can also help increase click-through rates by providing users with more information about the content and making it stand out in search results.

4. Enhanced Social Media Sharing

Schema.org markup can also be used by social media platforms such as Facebook and Twitter to enhance the appearance of shared content. This can help increase engagement and visibility on social media.

5. Future-Proofing

Schema.org markup provides a standardized set of vocabularies that can be used across different digital services and platforms. This helps future-proof content by ensuring that it can be easily understood and interpreted by new technologies and services.

Fun Fact

Schema.org is an open source, meaning that anyone can use it for free & it can be  implemented using different formats, including Microdata, RDFa, and JSON-LD


Schema.org is a powerful tool for website owners and digital marketers that provides a standardized set of structured data markup vocabularies.

By using Schema.org markup, website owners can improve the visibility and understanding of their content by search engines, social media platforms, and other digital services.

This can lead to increased search engine visibility, richer search results, higher click-through rates, enhanced social media sharing, and future-proofing of content.


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Frequently Asked Questions

What is Schema.org?
Schema.org is a collaborative effort between Google, Bing, Yahoo!, and Yandex to create a shared vocabulary for structured data markup on web pages
What is structured data markup?

Structured data markup is a way of adding metadata to your web pages to help search engines understand the content of your site

Why should I use Schema.org markup?

Adding Schema.org markup can improve the visibility of your site in search results, make it easier for search engines to understand the content of your site, and help your site appear in rich snippets and other special features in search results

What's the easiest way to implement Schema?

Its through Google Tag Manager. You can use the schema tag on GTM using custom HTML

What are some common Schema.org markup errors to avoid?

Common errors include using incorrect property names or values, nesting markup incorrectly, and failing to mark up all relevant content on a page. It's important to test your markup using Google's Structured Data Testing Tool to identify and fix any errors

Can Schema.org markup help with local SEO?

Yes, Schema.org provides specific markup for local business information, including addresses, phone numbers, and hours of operation. This can help your site appear in local search results and in Google Maps

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