The article will take a look into how schema.org has been developed and what the best techniques are to use schema.org within your websites context.
Schema.org is a collection of schemas, which basically constitute a collection of html tags that webmasters can use to mark-up their pages in ways recognised by major search engine providers. All major search engines rely on this specific mark-up to improve the display of search results, which makes it easier for people to find the right web pages for their needs.
Many websites have structured data available in their databases, but when this data is displayed to users and search engines; it becomes very difficult to recover the original structured data. Therefore, it is easier if this original structured data was directly available to search engines to help understand the information on the web pages in order to provide richer search results to their users.
This shared mark-up language therefore makes it easier for search engines to understand the content, but also benefits the webmaster by maximising the benefits for their efforts at the implementation of a schema. In essence, schema.org is similar to a sitemap in that it highlights specific information to search engines through a shared collection of coding.
Schema.org can be seen in many different websites that use these rich snippets to categorise their products, pages, and other details. The schema.org can be seen in Google results, and the example below highlights some of the techniques used by commerce websites.
In this example, the clothing companies at asos.co.uk, John Lewis, and House of Fraser have their shopping products featured on the first page of Google with the relevant information that you enter into schema.org i.e. product name, price etc. The next example highlights a “recipe” example that offers the Google searchers a number of different alternative snippets of information such as user ratings, number of reviews, cooking time, and upload date.