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How to use Schema.org ?

Let’s first talk about the best way to approach using schema.org.  Semantic markup is designed to help you provide meaning and clarity about what your web site and each web pages on it are about, so you should be clear about this before attempting to implement Schema.  Think real world tangible objects, or in semantic markup parlance, “entities”.

For example, if you’re a purveyor of fine linen, your site may have lots of pages related to pillow cases, bed sheets, duvet covers, etc.  Your pages are “about” these entities.  If you’re willing to make the common conceptual leap here, you could say these entities “live on” your web pages.  Job one is to figure out how to map these entities to schema.org’s catalog of “types”.

At this level of thinking, schema.org is a large and ever growing and evolving catalog of “types” (schema.org documentation sometimes uses the word “items” in place of types here) that attempts to classify everything that can be represented on web pages.  Let’s take a look at the schema.org page for a Book type,  The idea is straightforward.  The type definition identifies the key attributes that you would use to uniquely describe an “instance” (that is a single, real-world example) of this type.

It may help if you open this page in your web browser as we discuss it.  Note that the schema.org definitions are frequently reviewed and updated based on active user feedback, so you may even see minor variations on the current page.  But the overall structure will likely remain very similar, and the major elements of the page are central to schema.org.  First, note the simple description, confirming that this is, indeed, the model for a book.

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