Schema is a useful procedure that tells search engines what the items on your webpage are so that they can more easily be accessed by users who are searching for them. It’s a great tool that works seamlessly as an extension of the HTML language on your webpage, and is conveniently recognized by all search engines.
For example, with schema code you can explain to search engines that the item listed on your webpage is the name of a product, the image of a person, or the description of a medical procedure. Just as HTML is the language that tells a web browser how to display the webpage, schema is the language that tells a search engine what the items on the webpage mean. This makes it easier for a search engine like Google, Bing, or Yahoo to take the information on your webpage and present it to the user more efficiently.
Let’s say, for example, that someone is comparing prices for shoes online. If a shoe retailer has schema on its webpage when a user searches for the price of Nike running shoes the search engine will present the retailer’s price of the sought after shoe, along with an image of it, a description, and any other information that the user searched for. It makes it so that the search engine “knows” what the items on your webpage are.
Schema is a very flexible language, and you can mark up anything that you can imagine, not just retail items. So if, for example, you have a blog about movies you can mark up the names of actors mentioned in your blog with the property of “actor”. Then, when a user types in the keyword “actors” your webpage that mentions the names of actors will be more easily brought up in the search results page.
At Infront we have used Schema for a number of our clients with retail websites that use structured data, but it can be applied to any type of website. This is a good procedure to use if you want to gain visibility in search engines for any search, and it’s a service that we provide for our SEO clients.