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What is a Schema?
Schema
is an advanced vocabulary for structured data, developed by Microsoft, Yahoo,
Google and Yandex with the aim of developing structured data vocabulary that
search engines can comprehend. It is particular vocabulary of microdata that
can be added to HTML to enhance the representation of a page in SERPs.
Structured data is the information processed in a way that
can be perceived universally and the search engines can easily make out about a
web page, its content, components permitting them to send back vital results to
the searchers. Leveraging the structured data enhance the understanding of a
search engine about the contents of a site, augment the visibility of search
through rich snippets, knowledge graphs and featured snippets. Structured data
enables in creating search engine oriented signals, to affect the search
rankings.
Thus, without structured data a webpage will only contain
chunks of information with no relevant context. The various code forms add to a
webpage the different components such as opening hours, images, dates or
reviews and provide the meaningful context to a page.
How Schema
Mark-up Performs:
