June 6, 2011 by Rob Nijkamp Source article, a new initiative from Google, Bing and Yahoo! to create and support a common vocabulary for structured data markup on web pages. With, site owners and developers can learn about structured data and improve how their sites appear in major search engines. The site aims to be a one stop resource for webmasters looking to add markup to their pages.

Search engines have been working independently to support structured markup for a few years now. Google introduced rich snippets to Google search in 2009 to help people find better summaries of reviews and people, and since that time Google have expanded to new kinds of rich snippets, including recipes and events.

Google want to continue making the open web richer and more useful. They know that it takes time and effort for webmasters to add this markup to their pages, and adding markup is much harder if every search engine asks for data in a different way. That’s why Google have come together with other search engines to support a common set of schemas, just as they came together to support a common standard for sitemaps in 2006. With, site owners can improve how their sites appear in search results not only on Google, but on Bing, Yahoo! and potentially other search engines as well in the future.

Richer Search Experiences also introduces schemas for more than a hundred new categories, including movies, music, organizations, TV shows, products, places and more. As webmasters add this markup to their sites, search engines can develop richer search experiences. With webmaster feedback, we’ll be able to regularly publish new schemas for sites to use and, in turn, expand the list of queries with rich results. For webmasters who have already added microformats or RDFa currently supported by rich snippets, their sites will still appear with rich snippets on Google.

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