A Mark-Up language is a system designed to process, define, and present text. Schema is a format which utilizes Mark-Up languages. Schema vocabulary tags (microdata) is implemented to and categorizes a page’s HTML content. It defines what the content is and how it should be processed. Schema can make it easier for top search engines to categorize your site’s data. Through the addition of tags to the HTML of your pages you are telling the search engine “This information describes a specific service, product, place, etc.” Site schema can be used to define and describe a variety of item types ranging from people, to movies, and even local businesses. the “LocalBusiness” item type allows you to give your search engine a variety of information about your local company. These may include reviews, events, products that you offer, and much more.

In site Schema there are classes called “item types” which are nested within each other. More specific Item Types exist within broader ones and inherit some of their properties. The broadest item type is known as a “Thing”, which has four properties, name, description, URL, and image. Every other item type is nested within “Thing”. The “LocalBusiness” item type is nested within “Place” which is a more specific kind of “Thing”.

Here at Reform the Box Marketing we specialize in generating and implementing the “LocalBusiness” schema type, regardless of industry. The difference between a site without site schema and one with it is like the difference between someone hearing vs listening to what you are saying. In the former the search engine sees the HTML of your site, while in the latter it actually understand what your local business does. If implemented properly it feeds the search engine more consistent data about your site and will ultimately allow you to improve your ranking.