Schema

The Schema.org coding options focus on specific types of content and information, with special organization of information for things like recipes, news articles, events, and other things that have standard sets of information. Google takes a sub-set of what is present in Schema.org, and specifically recognizes it and updates the treatment of information with proper markup, by changing the way a search result looks, when the content behind it is correctly marked up. These are called Rich Results. Just because Google has not developed a special Rich Result for a certain type of schema, does not mean that the Schema won’t help Google understand the content – it may, but it is just not rewarded with a Rich Result in the SERP. Google explains that Schema mark-up does not have a direct impact on algorithmic rankings. We believe that it may have a secondary impact on rankings, since it tends to drive strong click-through and engagement on existing search results.