As brilliant as most search engines may appear, there is a lot they do not understand when it comes to scanning your text. They are pretty good at searching the words and coming up with the presumed logical meaning, but truth to tell, they do not always get the context right. Schema.org offers a way of structuring data in such a way that search engines will understand the exact subject of your HTML. The system is based on Microdata, which assumes that you can use a specific vocabulary to explain all types of entities or data. By using entity specific words in your markup, you can help search engines correctly determine and rank your product. The extensive vocabulary educates the search engines to help them more accurately assess the text. With more accurate search results, you not only get more hits but the hits are more profitable, which all goes to boost your SEO ratings. Writing HTML in this way is not noticeable to the viewer, but the search bot has everything it needs to know. No matter what type of entity you are promoting, the structured data markup system keeps the format consistent. So using Schema.org for standardized collaboration is really a win/win situation for everyone.
Beginning with Schema.org
HTML written with Schema.org uses vocabulary that search engines, including Google, Yahoo and Bing, all understand. Beginners can successfully use the tags straight out of the box, but there are options for more advanced users to add more specific instructions. On the Schema.org site, you will find listings of the categories supported. Choose the one closest to your product and it will supply you with the specific vocabulary to use in your HTML markup. This way of writing your code gives the search engine hints to know what you are writing about and what is to follow. The basic attributes you need to know are the itemscope, itemtype and itemprop.
Choosing a Vocabulary
Schema.org began including markup for sites specializing in c-commerce in 2012, which takes into account products and offers that include warranties, product numbers and conditions. Using the markup can result in automatic generations of lists (without any manual coding by the webmaster) that tell the user where to buy, how much it costs and possible purchasing conditions. The selection of vocabulary lists is continually growing and now includes hundreds of categories. So whether your site is a restaurant, a store or a local business or a television series, start by finding a category that will support your product and keep its URL nearby while writing your HTML.
Extra Credit with Reviews
Reviews are a great way to add SEO value while drawing extra attention to any website. According to some studies, consumer reviews are trusted about twelve times more than manufacturer’s descriptions. Schema.org provides markup that you can add to an e-commerce site or a restaurant to write your review including a URL to the product, to other comments and to your actual review. Write your review and then choose a star rating; anywhere up to five. Besides ensuring the search engines are correctly identifying the product or service for SEO purposes you are also providing it with valuable and informative content.