Schema.org

Definition

Schema.org is a collaborative community project founded in 2011 by Google, Microsoft (Bing), Yahoo, and Yandex to create a shared vocabulary for structured data markup that all major search engines can interpret. Schema.org defines a hierarchical type system: Thing is the root type, and all other types (Person, Organisation, Product, Article, Event, FAQPage, Recipe, etc.) inherit from it. Each type has defined properties (name, description, image, url, etc.) and the vocabulary specifies which properties are expected for each type. Webmasters implement schema.org vocabulary in JSON-LD, Microdata, or RDFa format embedded in HTML pages. The schema.org vocabulary itself does not dictate which properties are required for search engine rich results — each search engine defines its own requirements on top of the shared vocabulary. Google\'s Rich Results specification is a subset of schema.org that defines which types and properties are needed for each Google-supported rich result feature.

Why it matters for SEO

Schema.org vocabulary is the shared language that makes structured data work across search engines. Using schema.org types and properties (in JSON-LD format, which Google recommends) ensures your structured data is interpretable by Google, Bing, and other search engines. Non-schema.org custom vocabularies are not supported. When schema.org releases new types or properties, search engines may begin supporting them for new rich result features. Following the vocabulary correctly is the prerequisite for structured data eligibility.

How DeepSEOAnalysis checks this

DeepSEOAnalysis validates all JSON-LD structured data found on crawled pages against schema.org type specifications: it checks that schema types and property names match the vocabulary exactly (catching errors like "FAQpage" instead of "FAQPage"), validates property value formats, and reports the structured data type hierarchy found on each page.