Schema.org offers web managers the ability to add structured markup to web pages to help search engines understand the information and provide richer search results. A shared markup vocabulary from Schema.org makes it easier for webmasters to decide on a schema and get maximum benefits. Schema.org markup can also enable new tools and applications by making use of the structured data.

1. What does schema.org
offer the web manager?
Phil Barker
JISC CETIS
Heriot-Watt University
phil.barker@hw.ac.uk
@philbarker

2. Outline
• What is schema.org
• How does schema.org work
• What does schema.org offer
• Questions and answers
(but not necessarily in that order)

3. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

4. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

5. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

6. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

7. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

8. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

9. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

10. …easier for people to find relevant information…

11. Will schema.org increase page rank?
Probably not, but there is more to making information
easier to find than that
http://blogs.cetis.ac.uk/philb/2012/05/25/will-using-schemaorg-metadata-improve-my-google-rank/

12. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

13. … on-page markup …
Web page about me

14. … on-page markup …
Information about me

15. … on-page markup …
my name photo of me

16. … on-page markup …
about my employer

17. … on-page markup …
my employer’s address

18. … on-page markup …
my web page URL

19. 1. <div>
2. <h1>Phil Barker </h1>
3. <img src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

20. 1. <div>
2. <h1>Phil Barker </h1>
3. <img src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

21. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1>Phil Barker </h1>
3. <img src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

22. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1>Phil Barker </h1>
3. <img src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

23. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1 itemprop=“name”>Phil Barker</h1>
3. <img src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

24. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1 itemprop=“name”>Phil Barker</h1>
3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

25. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1 itemprop=“name”>Phil Barker</h1>
3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

26. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1 itemprop=“name”>Phil Barker</h1>
3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <span itemprop=“affiliation” itemscope itemtype=“http://schema.org/CollegeOrUniversity “>
9. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
10. Edinburgh, EH14 4AS<br/>
11. </span>
12. <strong>Tel.</strong> 0131 451 3278<br />
13. <strong>Fax.</strong> 0131 451 3327<br />
14. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
15. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
16. </p>
17. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

27. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1 itemprop=“name”>Phil Barker</h1>
3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <span itemprop=“affiliation” itemscope itemtype=“http://schema.org/CollegeOrUniversity“>
9. <a itemprop=“url” href="http://www.hw.ac.uk/">
10. <span itemprop=“name”>Heriot-Watt University</span></a>,<br />
11. Edinburgh, EH14 4AS<br/>
12. </span>
13. <strong>Tel.</strong> 0131 451 3278<br />
14. <strong>Fax.</strong> 0131 451 3327<br />
15. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
16. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
17. </p>
18. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

28. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

29. … search engines understand the information …
Rich Snippets Testing Tool
http://www.google.com/webmasters/tools/richsnippets
Item
Type: http://schema.org/person
image = http://www.icbl.hw.ac.uk/~philb/philb.jpg
name = Phil Barker
jobtitle = Learning Technology Adviser
affiliation = Item( 1 )
Item 1
Type: http://schema.org/collegeoruniversity
url
text = Heriot-Watt University
href = http://www.hw.ac.uk/
name = Heriot-Watt University

30. Principles of physics
Published: 1994
Author: Hans C. Ohanian
ISBN:0-393-96575-9
Subjects covered: physics,
Academic level: First year undergraduate
Resource type: Text book
Format: Hardback, no dustwrapper
Price: £40

31. <section itemscope itemtype="http://schema.org/Book">
<header> <h1 itemprop="name">Principles of physics</h1> </header>
<p itemprop="author" itemscope itemtype="http://schema.org/Person">
<strong>Author:</strong>
<a itemprop="url" href="http://www.librarything.com/author/ohanianhansc">
<span itemprop="name">Hans C. Ohanian</span></a></p>
<p><strong>ISBN:</strong><span itemprop="isbn">0-393-96575-9</span></p>
<p><strong>Subjects covered:</strong>
<span itemprop="about" itemscope itemType="http://schema.org/Intangible">
<link itemprop="url" href="http://example.com/physics">
<span itemprop="name">physics</span></span>
<p><strong>Resource type:</strong>
<span itemprop="genre">Text book</span></p>
<p><strong>Format:</strong>
<link itemprop="bookFormat" href="http://schema.org/Hardback" />
Hardback, no dustwrapper</p>
<p itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<strong>Price:</strong> <span itemprop="price">£40</span>
<meta itemprop="priceCurrency" content="GBP" /></p>
</section>

32. <section itemscope itemtype="http://schema.org/Book">
<header>
<h1 itemprop="name">Principles of physics</h1>
</header>

33. <p itemprop="author"
itemscope itemtype="http://schema.org/Person">
<strong>Author:</strong>
<a itemprop="url"
href="http://www.librarything.com/author/ohanianhansc">
<span itemprop="name">Hans C. Ohanian</span>
</a>
</p>

34. <p><strong>Subjects covered:</strong>
<span itemprop="about"
itemscope itemType="http://schema.org/Intangible">
<link itemprop="url"
href=“http://dbpedia.org/resource/Physics">
<span itemprop="name">physics</span>
</span>

35. <p itemprop="offers"
itemscope itemtype="http://schema.org/Offer">
<strong>Price:</strong> <span itemprop="price">£40</span>
<meta itemprop="priceCurrency" content="GBP" />
</p>

36. Item
Type: http://schema.org/book
name = Principles of physics
author = Item( 1 )
isbn = 0-393-96575-9
about = Item( 2 )
genre = Text book
bookformat = http://schema.org/Hardback
offers = Item( 3 )
Item 1
Type: http://schema.org/person
url
text = Hans C. Ohanian
href = http://www.librarything.com/author/ohanianhansc
name = Hans C. Ohanian
Item 2 Item 3
Type: http://schema.org/intangible Type: http://schema.org/offer
url = http://example.com/physics price = £40
name = physics pricecurrency = GBP

37. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

38. A shared markup vocabulary
(some) schema.org types
• Thing
• Creative work
• Article, Book, Review, WebPage etc.
• Event
• EducationEvent, LiteraryEvent, SportsEvent
• Intangible
• JobPosting, Rating, PostalAddress
• Organization
• EducationOrganization, CollegeOrUniversity, LiquorStore
• Person
• Place
• Product
• DataType

39. A shared markup vocabulary
(some) schema.org item properties
CollegeOrUniversity
properties from Thing:
description, image, name, url
properties from Organization
address, email, employee, event, member ....
properties from EducationalOrganization
alumni

40. A shared markup vocabulary
(some) schema.org item properties
CollegeOrUniversity
properties from Thing:
description, image, name, url
properties from Organization
address, email, employee, event, member ....
properties from EducationalOrganization
alumni
What’s missing?

41. A shared markup vocabulary
(some) schema.org item properties
CollegeOrUniversity
properties from Thing:
description, image, name, url
properties from Organization
address, email, employee, event, member ....
properties from EducationalOrganization
alumni
What’s missing?

42. A shared markup vocabulary
(some) schema.org item properties
Creative Work
properties from Thing:
description, image, name, url
properties from Creative Work
about, author, copyrightHolder, dateCreated,
publisher, sourceOrganization....
More specific Types: Article, Book, Map, MediaObject,
AudioObject, VideoObject, Movie, MusicRecording,
WebPage....

43. A shared markup vocabulary
(some) schema.org item properties
Creative Work
properties from Thing:
description, image, name, url
properties from Creative Work
about, author, copyrightHolder, dateCreated,
publisher, sourceOrganization....
More specific Types: Article, Book, Map, MediaObject,
AudioObject, VideoObject, Movie, MusicRecording,
WebPage ....
What’s missing?

44. A shared markup vocabulary
Learning resource metadata initiative
• Funded by Gates foundation
• Lead by Creative Commons + Association of
Education Publishers
• Added properties to CreativeWork for description of
Learning Resources
• Educational alignment (to some point in a curriculum)
• Learning resource type
• Time Required
• Educational use
• ...
http://www.lrmi.net/the-specification

45. What is it about schema.org that
makes it so different, so appealing?

46. <meta name=“keywords”...>
<meta name=“DC.title” content=“...”>
<link rel=“DCTERMS.subject” href=“....”>

47. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

48. The difference is trust
<meta name=“keywords”...>
<meta name=“DC.title” content=“...”>
<link rel=“DCTERMS.subject” href=“....”>
Google doesn’t trust invisible metadata

49. Rich snippets not appearing
In general, Google won't display any content in rich
snippets that is not visible to human user. It can be
tempting to add all the content relevant for a rich
snippet in one place on the page, mark it up, and then
hide the entire block of text using techniques like
display:none, value-title, css etc. Don't do it! Google
will ignore content that isn't visible to human users, so
you should mark up the text that visitors will see on
your web pages.
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1093493#hidden

50. schema.org cf. RDFa,
Microformats, Microdata
• All ways of marking up web page content to
show semantics
• schema.org is microdata
• A schema.org → RDFa mapping exists
• schema:author owl:sameAs {foaf:maker, dc:creator}
• schema.org aims to be
• Shared vocabulary
• Supported by search engines
• Easier for webmasters
http://blog.schema.org/2012/06/semtech-rdfa-microdata-and-more.html

51. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

52. easier for webmasters
• All info in one place:
http://schema.org
• Forgiving of simplification, e.g.
<span itemprop=“author”>Phil Barker</span>
• No philosophy, e.g. “httpRange-14”
<a itemprop=url href=“http://people.pjjk.net/phil”>

53. Useful support links
• http://schema.org/
• Official schema blog: http://blog.schema.org/
• Development discussion: Public-vocabs@w3.org
http://lists.w3.org/Archives/Public/public-vocabs/
• Google testing tool:
http://www.google.com/webmasters/tools/richsnippets
• Google schema.org faq:
http://support.google.com/webmasters/bin/answer.py?
hl=en&answer=1211158

54. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

55. Support by Google
• Patchy at the moment
• Will only happen when significant number of
pages are marked up
• Google CSE API returns schema markup
• e.g. Veterans Job Bank

56. Google Semantic Search??
http://www.engadget.com/2012/05/09/google-semantic-search/

57. Google Knowledge Graph??
Things not strings
Taj Mahal – place or
Taj Mahal – Musician?
http://googleblog.blogspot.co.uk/2012/05/introducing-knowledge-graph-things-not.html
http://www.google.com/insidesearch/features/search/knowledge.html

58. Licence and attribution
By Phil Barker <phil.barker@hw.ac.uk>, JISC
CETIS <http://jisc.cetis.ac.uk>
This work is licensed under the Creative Commons
Attribution 3.0 Unported licence.
To view a copy of this licence, visit
http://creativecommons.org/licenses/by/3.0/ or send a
letter to Creative Commons, 171 Second Street, Suite
300, San Francisco, California 94105, USA.