In the context of SEO, Schema Markup, often called “Schema,” is a form of structured data vocabulary that website developers can use to enhance the way search engines read and represent their web page in the search engine results pages (SERPs). This vocabulary results from collaborative efforts by major search engines like Google, Bing, Yahoo!, and Yandex to create a unified set of code markers to identify specific types of content on web pages.
When implemented correctly, Schema Markup aids search engines in understanding the context of the content, leading to richer search results. This means that, instead of just displaying the usual title, URL, and description, the search result also shows snippets of reviews, prices, availability, and more, depending on the type of content and the specific Schema used. These enriched results are commonly referred to as “rich snippets” or “rich results.”
By using Schema Markup, webmasters can make their content more accessible and understandable for search engines, which in turn can improve click-through rates from the search results. It gives webmasters the ability to communicate directly with search engines, providing explicit clues about the meaning of a page.
While it’s not a direct ranking factor, Schema’s enhanced visibility and clarity can lead to indirect SEO benefits by making the content more attractive and clickable to users in the SERPs.