An SEO's guide to schema.org

SEO

An SEO’s guide to schema.org

At Raven, it’s no secret we’re pretty into structured data. We came out with Schema Creator, a simplified way to implement the format, soon after schema.org was created. And our WordPress Plugin for Schema makes it easy to add schema.org microdata to pages and posts in WordPress.

So why not make it easy to learn about schema.org too? It’s not the simplest concept, but it’s pretty important – especially for SEOs and Internet marketers. With that in mind, we’ve scoured the web for some of the best resources and put them together in one document.

So get to know schema.org – and then get started implementing it.

UPDATED: April 3,2013


An SEO’s guide to schema.org

Structured data isn’t easy for humans to understand or to implement on a website, but it’s easy for machines to read. Its rise affects everyone from SEOs to bloggers to webmasters, who need to add schema markup to their content to improve its visibility in search results.

Storified by Raven Tools · Fri, Oct 12 2012 11:05:24

WHAT IS SCHEMA.ORG?
Google, Bing, Yahoo! and other major search engines rely on structured data to present better search results, and they have endorsed schema.org as the proper markup vocabulary to use. 
Official Google Blog: Introducing schema.org: Search engines come together for a richer webundefined
Bing | Introducing Schema.org: Bing, Google and Yahoo Unite to Build the Web of ObjectsIntroducing Schema.org: Bing, Google and Yahoo Unite to Build the Web of Objects We’ve been talking for a while about the need to rethink…
Introducing schema.org: A Collaboration on Structured Data · YDN BlogToday we’re announcing schema.org, a new initiative from Yahoo!, Bing, and Google, to create and support a common set of schemas for stru…
Types of Rich Snippetsgooglewebmasterhelp
Structured data, and schema.org in particular, helps search engines make sense of your data. It writes HTML in a way that doesn’t change how the user views the content, but simultaneously provides all of the pertinent data to the search bot.
Schema.org – A New Approach to Structured Data for SEOJust every now and again, search engines love to throw our merry band of SEO types the occasional curveball and keep us on our toes with …
SEO in the Age of Entities: Using Schema.org for FindabilityHow is SEO changing to support microdata like Schema.org? And why is this metadata good for information retrieval and organic search engi…
WHAT DOES IT MEAN FOR SEARCH?
What Schema.org Means for SEO and BeyondI’m hesitant to either use superlatives or make predictions concerning search engine innovations (I’m the first to deride commentators th…
Summary: Microdata and schema.org on #SEOchat with @RavenJonGuest: @RavenJon. @ravenjon is one of the co-founders of @raventools and is currently the Director of Product Innovation. He is a veteran…
The Rise Of Structured Data And SEO | PubconPubcon blog sponsored in part by: It all started with a friend. rel="friend" to be exact. In 2003 at SXSW Interactive, Tantek Çelik propo…
Author Markup, Schema.org and Patents, Oh My!By , on June 8, 2011, at 1:16 pm Google, Yahoo, and Bing have joined forces to enable web publishers to include additional HTML that adds…
Exploring The Semantic Web: How Schema Impacts Today’s SERPsPlaying its part in the Semantic Web movement, schema is transforming the web by enhancing our search results and revolutionizing the way…
WHY SHOULD YOU USE IT?
SEOs, don’t ignore structured dataA lot of SEOs are still leaving structured data out of their onsite optimization. If you’re one of them, you may be missing out on better…
Schema.org – Why You’re Behind if You’re Not Using It…If someone told you that there was a quick and easy way that many of you could improve your SERP CTR for minimal effort, you’d all stop i…
Search engines are committed to structured data – particularly Google, as seen by their addition of a Structured Data Dashboard in their Webmaster Tools.
Official Google Webmaster Central Blog: Introducing the Structured Data DashboardWebmaster level: All Structured data is becoming an increasingly important part of the web ecosystem. Google makes use of structured data…
HOW TO GET STARTED?
Verve Search " Blog Archive An Idiots Guide To Rich Snippets, Schema & MicrodataI have been scouring the Internet in my quest to learn more about microformats and using schemas, but unfortunately, the majority of post…
Getting Started – schema.orgMost webmasters are familiar with HTML tags on their pages. Usually, HTML tags tell the browser how to display the information included i…
WHAT SCHEMAS ARE SUPPORTED?
schema.org – HomeThis site provides a collection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major se…
Events, products, recipes, reviews and videos are just a few of the schemas supported.
Rich Snippets: Eventsgooglewebmasterhelp
Rich Snippets: Product Searchgooglewebmasterhelp
Rich Snippets: Recipe markupgooglewebmasterhelp
Rich Snippets: Reviewsgooglewebmasterhelp
Introduction to Video Markupgooglewebmasterhelp
Here is the entire hierarchy in a single file. 
schema.org – Full HierarchyThe Type Hierarchy. Here is the entire hierarchy in a single file. Types that have multiple parents are expanded out only once and have…
WHAT RESOURCES CAN HELP?
Google’s Structured Data Testing Tool
Webmaster Tools – Rich Snippets Testing Toolundefined
Raven’s Schema Creator
Introducing Schema Creator for Google’s new structured data format – Raven Internet Marketing ToolsSchema.org does its best to explain how schemas work. But do you understand them? I thought I did. The first time I created schemas for m…
Schema CreatorThe easiest way to create HTML with schema.org microdata Getting Started Structured data is a way for search engine machines to make sens…
Semantic Inspector
Semantic inspectorThis extension shows you a structure written with HTML Microdata.
Schema.org’s FAQ and blog
FAQ – schema.orgWhat is the purpose of schema.org? Why are Google, Bing, Yandex and Yahoo! collaborating? Aren’t you competitors? There are lots of schem…
schema blogDatasets’ addition to schema.org, via the Web Schemas group at W3C. Based on informal conversations with various potential publishers and…
Raven launches Schema Creator WordPress Plugin – Raven …4 days ago … I recently wrote about the importance of schema.org microdata for SEO. I stated that if you aren't using structured …
WordPress › Schema Creator by Raven " WordPress Pluginsundefined
Raven releases free schema generation plugin for WordPress | WPCandyPeriodically, I hear about a plugin that just makes me say, "Yes!" Today is one of those days. Raven Internet Marketing Tools, the compan…

Know of a great resource you’d like to add to this guide? Let us know in the comments.

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Courtney Seiter wrangled a smart, savvy community of Internet marketers as Raven's first Community Manager. She moved on from Raven in January 2014, but her social media and writing advice stands the test of time.

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13 Responses to “An SEO’s guide to schema.org”

  1. Local SEO says:

    Thanks for the great info about “An SEO’s guide to schema.org”..

  2. especially for SEOs and Internet marketers. With that in mind, we’ve
    scoured the web for some of the best resources and put them together in
    one document. thanks for the sharing the information..

  3. Ah great thanks Courtney (and @jonhenshaw:disqus)

  4. RavenCourtney says:

    Happy to help!

  5. RavenCourtney says:

    You’re very welcome!

  6. RavenCourtney says:

    Did you see Jon’s answer above to Jenny’s Q? That should help.

  7. Neeraj says:

    Wow! Thank you for this article!! Thorough!

  8. Jon Henshaw says:

    Schema.org uses microdata which is part of Living Standard HTML (aka HTML5). Regarding W3C, if you implement schema.org correctly, it should validate just fine. However, when you go to validate your page, make sure you select HTML5 for the Document Type: http://validator.w3.org/#validate_by_uri+with_options

  9. Hi Courtney. So do they affect W3C semantics?

  10. Thank’s a bunch for making this article! It’s going to help me a ton with commerce sites.

  11. JennyRoss says:

    Thanks for the response RavenCourtney. Hope to get next reply soon.

  12. RavenCourtney says:

    I am not sure about that but will check with our office structured data expert and see what he has to say.

  13. JennyRoss says:

    Structured data is somewhat difficult to understand but it is very important in terms of SEO. One thing i need to ask here, does these meta data affects w3c validations?

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