Get with the Schema

A new development in the ever changing world of search engine optimisation comes in the form of a brand new industry standard schema vocabulary.

The big search engines, Google, Yahoo and Bing, have now produced a shared collection of schematics for web developers to use in their coding. The details of this schematic vocabulary can be found at

We are all familiar with the concept of meta tags and keyword rich web copy in order to improve search engine listings, but this is a development that takes the art of defining important content to a whole new level.

When humans are searching for information they are usually able to rapidly scan a page of text and make a quick judgement on whether it has any relevance to what it is that they are looking for.  However, the technology that powers search engines  has only a limited understanding of the text. They simply don’t understand the nuances or meanings of the written text.  This is where schematics come in. 

During the coding / Html stage of the website, we will mark up the web pages with  this new schematic coding and add micro data within your text and the underlying Html code. This coding  is not visible to the casual viewer of the web page as it is embedded within the data itself, but it is essential in communicating the relevance of the information to the search engines.

A structured series of schematics within the page, that are easily understood by search engines  is an essential tool in the battle to win those coveted ‘First Page’ listings and to really push the website up the relevance rankings.    

These schematics could define:

  • Events
  • Organizations
  • People
  • Places, LocalBusiness, Restaurants
  • Products or Offers
  • Reviews
  • CreativeWorks (Books, Music, Audio Recordings)

Embedded non-text objects including:

  • Audio clips
  • Images
  • Videos


It is a universal truth of web design that the bulk of the information that appears within web pages is primarily sourced from spreadsheets and databases. This information can include addresses, details of events, and general  information about people.  The information on an e-commerce site is even more detailed and will usually include complex product descriptions and costings.

When the time comes for the site administrator to change the format of this data our Content Management Solution allows these pre-defined schematics to be changed and updated enable allowing the search engines to retrieve the essential information and to provide a far better search result.


We’re experts when it comes to building websites the right way. We’d love to put our skills to use on your next projects. Get in touch to see how we can help you.  

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