{"id":9362,"date":"2019-02-08T13:12:53","date_gmt":"2019-02-08T19:12:53","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=9362"},"modified":"2020-12-22T15:20:57","modified_gmt":"2020-12-22T21:20:57","slug":"what-is-schema","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/what-is-schema\/","title":{"rendered":"What is Schema?"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">SEO<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">What is Schema?<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Steve Marsi<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2019-02-08T13:12:53-06:00\">February 8, 2019<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">You&#8217;ve probably heard us discuss Schema throughout the years, but what does it actually entail, and how does it impact Mediavine&#8217;s approach to SEO, product development and advertising?\n\n<!--more-->\n\nIn the broadest sense, &#8220;Schema&#8221; is defined as a representation of a plan or theory in the form of an outline or model.\n\nAs it pertains to the Internet?\n\nSchema.org is a collaborative, community-oriented project whose mission is to create, maintain, and promote uniform methods for structuring data online, on web pages, in emails, and beyond.\n\n&nbsp;<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9422\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search.jpg\" alt=\"A man types on a laptop computer, currently open to the Google search bar home page.\" width=\"600\" height=\"400\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-735x490.jpg 735w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>\n\nFun fact: It was launched back in 2011 by Bing, Google and Yahoo, the biggest search engines of that era, to create and support a common set of tools for data markup on web pages.\n\nFor website owners and coders, this shared vocabulary is used to structure meta-data on sites to help search engines best understand and parse the published content.\n\nA shared vocabulary allows webmasters and developers to reap the maximum benefit from shared schemas, knowing their efforts are following a universally accepted system.\n\nWhat does that system accomplish, in practical terms?\n\nHere&#8217;s a look at a desktop search query for &#8220;crockpot apple butter&#8221; and how Google finds the most applicable content and displays relevant excerpts instantly:&nbsp;\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9423 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-desktop-735x759.png\" alt=\"A desktop screenshot of the Google search results for Crockpot Apple Butter.\" width=\"735\" height=\"759\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-desktop-735x759.png 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-desktop-291x300.png 291w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-desktop-768x793.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-desktop-446x460.png 446w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-desktop.png 842w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n\nA mobile search, which the majority of web traffic is comprised of these days, also pulls the optimal organic result along with the article&#8217;s video in the AMP carousel:&nbsp;\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9424 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-mobile.png\" alt=\"A mobile screenshot of the Google search results for Crockpot Apple Butter.\" width=\"373\" height=\"667\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-mobile.png 373w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-mobile-168x300.png 168w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mba-search-results-mobile-257x460.png 257w\" sizes=\"auto, (max-width: 373px) 100vw, 373px\" \/>\n\nOver 10 million sites use Schema.org to mark up web pages, while Google (and we suppose, Bing) is constantly drawing on its vocabulary to power its search results.\n\nSEO success has always been integral to <a href=\"https:\/\/www.mediavine.com\/what-sites-does-mediavine-own-how-do-they-help-yours\/\">Mediavine&#8217;s owned and operated sites<\/a>, and as a business whose mission is to build sustainable businesses for our publishers.\n\nFollowing our Schema blueprint, we recently launched <a href=\"https:\/\/www.mediavine.com\/mediavine-create\/\">Create by Mediavine<\/a><sup>\u00ae<\/sup>, a custom plugin solution <a href=\"https:\/\/wordpress.org\/plugins\/mediavine-create\/\">available on WordPress<\/a> for content creators that we believe adds tremendous value.&nbsp;\n\nBy inputting content into Create (left), our Schema markup presents the essential data points in a manner that benefits readers, advertisers and most importantly, search engines:\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9425 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/create-card-recipe-735x376.jpg\" alt=\"A screen capture of the Create back end.\" width=\"735\" height=\"376\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/create-card-recipe-735x376.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/create-card-recipe-441x226.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/create-card-recipe-768x393.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/create-card-recipe-899x460.jpg 899w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/create-card-recipe.jpg 1780w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n\nCreate is a plugin designed for every publisher\u2019s most valuable content \u2014 recipes, travel guides, craft tutorials, etc. \u2014 helping you display it in a beautiful, printable fashion; encourage audiences to scroll to the end of it; and offer new ways for you to improve user experience.\n\nThe genesis of this plugin came from food websites where, as bloggers in that genre are well aware, recipe card plugins have been available for some time. Most of these blogs mark up data using \u2014 you guessed it \u2014 Schema, making their data easier for Google to read.\n\nAnother example of Schema in action using a Create by Mediavine<sup>\u00ae<\/sup> recipe card:\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-mv_create_no_ratio wp-image-9427\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mediavine-create-recipe-card-735x448.png\" alt=\"Create by Mediavine recipe card\" width=\"735\" height=\"448\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mediavine-create-recipe-card-735x448.png 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mediavine-create-recipe-card-441x269.png 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mediavine-create-recipe-card-768x468.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mediavine-create-recipe-card-755x460.png 755w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/mediavine-create-recipe-card.png 1396w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n\nGiven that Schema.org has data points for all varieties of content, such as crafting, travel, health and more, <strong>we decided to take the recipe card template and enhance it accordingly<\/strong>.\n\nThanks to Create, and Schema, all publishers can utilize this concept in promoting their content to search engines, while improving monetization and user experience as well!\n\nWhatever your passion, Create is for you. A travel blogger, for example might use Create for lists of must-see destinations, recommendations or packing lists.\n\nFor their part, financial bloggers can list their best practices, while DIY or craft sites might spell out how-to projects or ideas, like this <a href=\"https:\/\/marketingartfully.com\/2019\/01\/25\/25-binge-worthy-marketing-ideas-vintage-etsy-sellers\/\">marketing guide for Etsy sellers<\/a>.\n\nHere&#8217;s Create as applied to an ultimate road trip guide:\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-mv_create_no_ratio wp-image-9488\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/non-recipe-create-card-735x353.jpg\" alt=\"Create by Mediavine how-to card\" width=\"735\" height=\"353\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/non-recipe-create-card-735x353.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/non-recipe-create-card-441x212.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/non-recipe-create-card-768x369.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/non-recipe-create-card-957x460.jpg 957w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/non-recipe-create-card.jpg 1796w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n\nOur schematic emphasis extends to video,&nbsp;where we recommend publishers manually embed their videos whenever possible to maximize their exposure online.\n\nWe mark up any manually embedded videos with JSON-LD Schema.org markup, making you eligible for Google video search results and the incredibly high value they provide.<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/033e1d1dad8227b46745d12af4d935ef1fc9e4febca51b9f175c69dbdf01a5df?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/033e1d1dad8227b46745d12af4d935ef1fc9e4febca51b9f175c69dbdf01a5df?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/steve\/\" target=\"_self\">Steve Marsi<\/a><\/p><p 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10.389641 9.9355625 10.347156 9.7890625 10.285156 9.6640625 C 10.223156 9.5390625 9.737625 8.3065 9.515625 7.8125 C 9.328625 7.3975 9.131125 7.3878594 8.953125 7.3808594 C 8.808125 7.3748594 8.6425625 7.375 8.4765625 7.375 z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" 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Turbocharge your WordPress site and conquer those Core Web Vital scores with the theme built for speed. Learn more or get Trellis now! The much-anticipated (or at least much-talked-about) Google Page Experience algorithm is officially in effect as of&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavine-core-web-vitals-update-what-you-need-to-know\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine Core Web Vitals Update: What You Need to Know\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 You&#8217;ve probably heard us discuss Schema throughout the years, but what does it actually entail, and how does it impact Mediavine&#8217;s approach to SEO, product development and advertising? You&#8217;ve probably heard us discuss Schema throughout the years, but what does it actually entail, and how does it impact Mediavine&#8217;s approach to&#8230;<\/p>\n","protected":false},"author":44445,"featured_media":11128,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[17],"tags":[],"audience_post":[],"class_list":["post-9362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is Schema? - Mediavine<\/title>\n<meta name=\"description\" content=\"What does schema actually entail, and how does it impact Mediavine&#039;s approach to SEO, product development and advertising?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/what-is-schema\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Schema?\" \/>\n<meta property=\"og:description\" content=\"What does schema actually entail, and how does it impact Mediavine&#039;s approach to SEO, product development and advertising?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/what-is-schema\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-08T19:12:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-22T21:20:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/05\/food-videographer.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Steve Marsi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Steve Marsi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-schema\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-schema\/\"},\"author\":{\"name\":\"Steve Marsi\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/55e7fe919ceda99dc3c55fc04d35f7d8\"},\"headline\":\"What is Schema?\",\"datePublished\":\"2019-02-08T19:12:53+00:00\",\"dateModified\":\"2020-12-22T21:20:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-schema\/\"},\"wordCount\":636,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-schema\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/05\/food-videographer.jpg\",\"articleSection\":[\"SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-schema\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/what-is-schema\/\",\"name\":\"What is Schema? 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