is an initiative launched on 2 June 2011 by Bing, Google, Yandex (whose search engine is the largest one in Russia) and Yahoo to create and support a common set of schemas for structured data markup on web pages -

Take a look here at the wide range of abstract and specific vocabulary - * Schema for Code * Schema for CreativeWork and Schema for Thing * Schema for Video * Schema for TVSeries * Schema for MediaObject

They propose using their ontology and Microdata in HTML5 to mark up website content with metadata about itself. Such markup can be recognized by search engine spiders and other parsers, thus gaining access to the meaning of the sites (see Semantic Web) - wikipedia

The initiative started with a small number of formats, but the long-term goal is to support a wider range of schemas. The initiative also describes an extension mechanism for adding additional properties. Public discussion of the initiative largely takes place on the W3C public vocabularies mailing list.

Much of the vocabulary on was inspired by earlier formats such as Microformats, FOAF, GoodRelations and OpenCyc.

Microformats such as hCard, however, continue to be published more than schema and others on the web.


You can use JSON-LD:

<script type="application/ld+json"> { "@context": "", "@type": "Movie", "name": "Avatar", "director": { "@type": "Person", "name": "James Cameron", "birthDate": "1954-08-16" }, "genre": "Science fiction", "trailer": "../movies/avatar-theatrical-trailer.html" } </script>

# Microdata

The following is an example of how to mark up information about a movie and its director using the schemas and microdata.

In order to mark up the data the attribute _itemtype_ along with the URL of the schema is used. The attribute _temscope_ defines the scope of the _itemtype_. The kind of the current item can be defined by using the attribute _itemprop_.

<div itemscope itemtype=""> <h1 itemprop="name">Avatar</h1> <div itemprop="director" itemscope itemtype=""> Director: <span itemprop="name">James Cameron</span> (born <time itemprop="birthDate" datetime="1954-08-16">August 16, 1954</time>) </div> <span itemprop="genre">ali</span> <a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> </div>

# RDFa 1.1 Lite

<div vocab="" typeof="Movie"> <h1 property="name">Avatar</h1> <div property="director" typeof="Person"> Director: <span property="name">James Cameron</span> (born <time property="birthDate" datetime="1954-08-16">August 16, 1954</time>) </div> <span property="genre">Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" property="trailer">Trailer</a> </div>