Schema.org is a collaborative effort to create a standard set of schemas for structured data on the internet. It defines common entities, relationships between entities, and an extendable modeling framework. Structured data can be marked up on web pages using HTML5 semantics like article, nav, section etc. or embedded using JSON-LD. Marking up content with Schema.org vocabulary enables rich snippets and potential benefits like increased click through rates for search results.

1. Impress the web bot
and the people searching for you

2. 2011
Google
Yahoo
Bing
Yandex

3. SCHEMA.org
Schema.org is a collaborative,
community activity with a mission to
create, maintain, and promote
schemas for structured data on the
Internet, on web pages, in email
messages, and beyond.

4. VOCABULARIES
Entities
Relationships between entities and actions
Extendable model

5. HTML5
semantics

6. <ol>
<li>First item</li>
<li>Second item</li>
<li>Third item</li>
</ol>

7. <nav>
<header>
<article>
<section>
<section>
<footer>

8. <div>
<a href="https://tue.nl">Technical University of Eindhoven</a>
</div>

9. <div
itemscope
itemtype="http://schema.org/CollegeOrUniversity"
itemid="https://www.tue.nl/"
>
<a itemprop="url" href=“https://www.tue.nl">
<span itemprop="name">
Technical University of Eindhoven
</span>
</a>
</div>

10. SCHEMA.ORG
vocabulary

11. test

12. In
multiple
flavours

13. <div itemscope itemtype="http://schema.org/NewsArticle">
<meta itemscope itemprop="mainEntityOfPage" itemType="https://schema.org/WebPage"
itemid="https://google.com/article"/>
<h2 itemprop="headline">Article headline</h2>
<h3 itemprop="author" itemscope itemtype="https://schema.org/Person">
By <span itemprop="name">John Doe</span>
</h3>
<span itemprop="description">A most wonderful article</span>
<div itemprop="image" itemscope itemtype="https://schema.org/ImageObject">
<img src="https://google.com/thumbnail1.jpg"/>
<meta itemprop="url" content="https://google.com/thumbnail1.jpg">
<meta itemprop="width" content="800">
<meta itemprop="height" content="800">
</div>
<div itemprop="publisher" itemscope itemtype="https://schema.org/Organization">
<div itemprop="logo" itemscope itemtype="https://schema.org/ImageObject">
<img src="https://google.com/logo.jpg"/>
<meta itemprop="url" content="https://google.com/logo.jpg">
<meta itemprop="width" content="600">
<meta itemprop="height" content="60">
</div>
<meta itemprop="name" content="Google">
</div>
<meta itemprop="datePublished" content="2015-02-05T08:00:00+08:00"/>
<meta itemprop="dateModified" content="2015-02-05T09:20:00+08:00"/>
</div>

14. <script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "NewsArticle",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://google.com/article"
},
"headline": "Article headline",
"image": {
"@type": "ImageObject",
"url": "https://google.com/thumbnail1.jpg",
"height": 800,
"width": 800
},
"datePublished": "2015-02-05T08:00:00+08:00",
"dateModified": "2015-02-05T09:20:00+08:00",
"author": {
"@type": "Person",
"name": "John Doe"
},
"publisher": {
"@type": "Organization",
"name": "Google",
"logo": {
"@type": "ImageObject",
"url": "https://google.com/logo.jpg",
"width": 600,
"height": 60
}
},
"description": "A most wonderful article"
}
</script>

15. Rich Snippets
by Google

16. Articles

17. COURSES

18. EVENTS

19. Benefits
Eye catching results
Potential CTR increase
Providing ‘quality’ results

20. Future
More relevant search results?
Increased rankings?
More time spent on Google?

21. twitter.com/aurora_borealis
facebook.com/padraigbroens
linkedin.com/in/typo3development
patrick.broens
keybase.io/auroraborealis