Schema.org
In one sentence
The shared vocabulary of types and properties maintained jointly by Google, Microsoft, Yahoo and Yandex.
Analogy Mental model
One luggage label language that every airport in the world reads the same way.
In practice What you actually do
Look up the type that matches the page before inventing properties: Product for something for sale, Event for something with a date, FAQPage for a question list. Stick to documented properties, because a custom one is read by nobody.
Where people get burned Pitfalls
More markup is not better markup. Every claim has to correspond to something a visitor can see. Annotating hidden content to influence the result is a violation, not an optimisation.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →