Schema.org

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Visualization of the structuring of data according to Schema.org, July 2011

Schema.org is an initiative that develops a standardized ontology for structuring data on websites on the basis of existing markup languages. It was originally formed by the three largest search engines in the world, Google , Bing and Yahoo , and is sponsored by Google, Microsoft, Yahoo and Yandex; the first version was published in June 2011. In November 2011, Yandex , the largest Russian search engine, joined the initiative. In 2015 version 2.0 of the specification was published, in May 2016 version 3.0.

With the ontology developed by schema.org, content on websites can be marked with the help of JSON-LD , HTML Microdata and RDFa in order to be more easily recognized by the search engines involved. This standardized markup language makes work easier for webmasters on the one hand, as they do not have to mark elements for multiple search engines, and on the other hand, it helps search engines to display more relevant search results through better marking. With the "Structured Data Testing Tool", Google provides a web application with which HTML code fragments or entire Internet pages can be checked, evaluated and validated for the use of structured data.

Much of the schema.org classes and attributes have been adopted from previous formats such as Microformats , FOAF , GoodRelations, and OpenCyc .

further reading

• Schema.org homepage , schema.org, accessed July 12, 2013.
• Video on schema.org and its importance for search engine optimization, mediabase.at, accessed on June 29, 2013.
• illustrative example showing the use of markup by labeling information about the movie Avatar by James Cameron

Individual evidence

1. ↑ Schema.org 2.0
2. ↑ Schema.org 3.0 - working title: sdo-deimos