Schema refers to a collaborative markup strategy jointly developed by the major search engines. It allows webmasters to embed helpful, structured information about their web page content that can be utilized by search engines to significantly enhance the appearance of their search listings.
Schema.org was created by Google, Microsoft, Yahoo, and Yandex to establish a standardized way to tag and identify useful data that could be included in search results.
With schema markup, developers can tag various types of data, including images, statistics, customer ratings, product prices, and more. This technical implementation helps ensure that the robots crawling the site can accurately identify and display that data in the search results.
Schema markup can greatly improve your search appearance with added visuals and information, which can drive significantly more website traffic than standard organic results. Schema can be applied to all sorts of content, including product pages, blog posts, recipe posts, how-to guides, and more.