Schema and Structured Data is a collaborative initiative by Google, Bing, and Yahoo to support a common set of schematics for structured markup. What? That's a mouth full.

Have you heard of artificial intelligence or machine learning? Schema structured data markup is the first step toward AI and machines able to understand our intent and interpret the meaning behind our intentions. Essentially, web pages that have integrated schema markup perform better in the major search engines because they have a lot of meaningful relevant information made simple for machines. 

Search engines want to provide relevant information to people searching their databases. Schema is a language that is understood, gives understanding, and helpful in the process of matching the desired content to the intention of the searcher - even if the searcher does not know their preferred intent.

Why is Schema and Structured Markup Important for Blogs?

With schema and structured data markup the "guess" or assumption of intent is reduced or eliminated. Therefore, if used right, bloggers can connect better with those who most likely want to see their stuff.

Schema is a term for a certain framework of microdata that can be added to the HTML of a website and ultimately improve the way web pages are read and interpreted by the search engines. You can find everything you need to know about schema by visiting

Micro data is HTML specification used to describe or interpret metadata within existing content found on “marked” web pages. Microdata allows for search engines to pull pertinent information from you blog posts and use it to improve search results of folks looking for information related to the content on your blog.

Schema is a cognitive framework of organized data that helps search engines interpret information and intent. is shared projected between the big search engines, Google, Bing, and Yahoo. The framework of data found on allows webmaster to embedded structured data on the web pages to be interpreted and used by Google, Bing and Yahoo to improve the search experience of their searchers.

For more resources on schema and structured markup please see the articles listed below.