Schema.org is best viewed as part of a much larger idea, one that traces its origins back to the foundational concepts of the web itself, and its progenitor.
Schema.org is arguably one of the most practical, accessible, and successful outcomes of the semantic web movement to date. With the marketing prowess of Google, Yahoo, Bing and Yandex behind it, and with the powerful incentive of gaining additional, more inviting shelf space in the SERPs, it’s no surprise that Webmasters are adopting schema.org at a rapid pace. And Tim Berners-Lee’s words now read like a prophetic description of the search engine spiders crawling the web and extracting meaning for display in enhanced search results.
At its core, schema.org is about standardizing and simplifying the process of adding semantic markup to your web pages, and providing tangible benefits for doing so. The most visible such benefits come in the form of “rich snippets”, such as the star ratings and Price Range.
However, it’s clear that schema.org markup plays a larger, and perhaps expanding role in how the SERPs are constructed. Other benefits now attributed to schema.org include local SEO ranking benefits received from clearly communicating a business’s so-called NAP (name, address, phone number) information by marking it up with schema.org, and even supplying Google with information that can appear in the Knowledge Panel and “Answer Box” results.
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