Schema.org

Schema.org is a semantic markup format for online data. The format was published by Google, Bing and Yahoo! search engines in summer 2011.

The purpose of semantic markup is to make the internet more structured and understandable for search engines and special programs that extract and process information in order to better display it in search results.

You can mark up documents using special attributes that are entered directly in HTML code. You don't need to create any separate export files.

  1. Why use microformats
  2. Basic markup principles
  3. Getting started with Schema.org
  4. Tools for using semantic markup
  5. How Yandex uses the markup data

Why use microformats

You can use semantic markup to improve your site's snippets in the search results.

Compare the snippets for a page from a Yandex.Dictionaries partner site. One snippet is based on semantic markup and the other one isn't.

  • The site without semantic markup:
  • The site that uses semantic markup:

The standard provides a set of classes describing a variety of entities and their properties. There are already several hundred of them. The standard is constantly being improved, with adding new properties and extending the existing ones.

For the standard description, go to the documentation section on the Schema.org official site.

Basic markup principles

Every Schema.org markup is carried out in two steps:

  1. First you wrap a certain type in a container and specify the markup schema:

    <div itemscope itemtype="http://schema.org/Organization" >
    ...
    </div>
  2. Then you enter the appropriate values for each markup attribute:

    <span itemprop="streetAddress">Lev Tolstoy, 16</span>

Document without markup

<div>
  <span>Yandex</span>
  Contacts:
  <div>
    Address: Lev Tolstoy st., 16,
    119021,
    Moscow,
  </div>
  Phone: +7 495 739–7000, 
  Fax: +7 495 739–7070,
  Email: pr@yandex-team.ru
</div>

Document with Schema.org markup

<div itemscope itemtype="http://schema.org/Organization">
  <span itemprop="name">Yandex</span>
  Contacts:
  <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
    Address:
    <span itemprop="streetAddress">Lev Tolstoy st., 16</span>
    <span itemprop="postalCode"> 119021</span>
    <span itemprop="addressLocality">Moscow</span>,
  </div>
  Phone:<span itemprop="telephone">+7 495 739–7000</span>,
  Fax:<span itemprop="faxNumber">+7 495 739–7070</span>,
  Email: <span itemprop="email">pr@yandex-team.ru</span>
</div>

How Yandex uses the markup data

Semantic markup is used by various Yandex services:

  • Products and prices markup helps Yandex search generate special snippets for pages with this kind of markup.

  • Software information markup (applications, computer programs, games, and so on) helps the search generate special snippets for pages with this kind of markup.

  • Recipe markup helps the search generate special snippets for pages with this kind of markup.
  • Film description markup helps the search generate special snippets for pages with this kind of markup.
  • Question and answer markup helps the search generate special snippets for pages with this kind of markup.
  • helps improve the way they are displayed.
Note.

Information marked up according to the Schema.org standard becomes publicly available and can be extracted or used by any service.