A lot has been changing across the board in the world of web development and it doesn’t appear to be slowing down anytime soon. One of the latest developments which can not only bring meaning to an HTML document but also drastically improve the SEO of your website is the advent of schema markup.
Schema markup is a code (semantic vocabulary) which you can add to your HTML to give the content more meaning. This allows search engines to better understand your content and serve more informative results to your users. If you have used rich snippets you will have a good understanding of what schema markup is all about.
Here is an example of what a website which is enhanced with schema markup can look like the SERPs:
Note that Google is directly displaying the listings cinema screening times from the Odeons website directly in the SERPs, these are known as rich snippets. This is a a great way of drawing the users attention as it is especially helpful to what they are looking for.
It’s not just events which schema markup can be applied to, some more examples of data which can utilise schema markup are:
There are also many more which can be referred to on the schema website – http://schema.org/.