For letting search engines read and represent data in an improved way on SERPs, the ‘semantic vocabulary’ of tags or microdata; added to HTML is known as schema.org usually called Schema.
Schema.org Structured Data?
Google, Bing, Yandex & Yahoo! (Search engines), With their collaborative efforts produced Schema.org, for providing the best search results to the searcher by understanding your web content. Schema markup displays your page on SERPs after adding it to your HTML by enhancing rich snippets displayed below the page title.
A star rating, publication date or review rich snippets can be added using schema. Below given is code for having “review” rich snippet.
For own code generation, use Google's Structured Data Markup Helper
Schema, microdata, and structured data
Categorizing and indexing of your content is done by search engine and for doing this it gets help from a system of pairing name with a value known as structured data. One form of structured data that functions with (HTML 5) is known as microdata. Whereas, a specific set of definitions for microdata tags supplied by a project called as Schema.org.
Schema VS Open Graph?
The markup which is used by Facebook to resolve out information( what image & description to display) is known as an Open graph. Though Schema serves a user with a more detailed list of options, compared to an Open graph. Both can be used together but one cannot use an open graph alternative to Schema.
SEO Best Practices
Schema narrated items
From Products-Events-Recipes, these all items can be marked up using Structured data.
One can use structured data to supply additional information about the following:
For a full list of items that can be markup with the schema, click here.
Items can be described in more detail by the properties that each type of information has. For example, an “event” falls under the category of “business event” to a “theater event” is having properties such as
Schema use by Search engines
Google, Bing, Yahoo! And Yandex they all recognize schema vocabulary, apart from it, there is no surety if other search engines display search results using this markup.
Structured data's effect on rankings
Structured data has been the subject of discussion whether it affects ranking on SERP OR not. No strong evidence to claim that structured data markup improves rankings. Though it is considered one of the 200 factors for SEO. Also, there are indications that rich snippets created using schema markup could have better CTC.
To discover more, you can experiment with Schema markup and can analyze your audience's response to the visible rich snippets.
Using Schema with other structured data
Microformats don’t support schema but supported with RDFa and JSON-LD.