Schema.org is an initiative launched on 2 June 2011 by Bing, Google and Yahoo! to introduce the concept of the Semantic Web to websites. On 1 November Yandex (largest search engine in Russia) joined the initiative.
The site schema.org provides a collection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major search providers. Search engines rely on this markup to improve the display of search results, making it easier for people to find the right web pages.
Many sites are generated from structured data, which is often stored in databases. When this data is formatted into HTML, it becomes very difficult to recover the original structured data. Many applications, especially search engines, can benefit greatly from direct access to this structured data. On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.
A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. So, in the spirit of sitemaps.org, search engines have come together to provide a shared collection of schemas that webmasters can use.