One Schema to Rule them All: How Schema.org Models the World of Search

Iliadis, A., Acker, A., Stevens, W., & Kavakli, B. (2023). One schema to rule them all: How Schema.org models the world of search. Journal of the Association for Information Science and Technology.

29 Pages Posted: 7 Feb 2023 Last revised: 8 Feb 2023

See all articles by Andrew Iliadis

Andrew Iliadis

Temple University

Amelia Acker

University of Texas at Austin

Wesley Stevens

University of South Carolina

Başak Kavakli

Temple University, Klein College of Media and Communication

Date Written: May 26, 2022

Abstract

Several industry-specific metadata initiatives have historically facilitated structured data modeling for the web in domains such as commerce, publishing, social media, etc. The metadata vocabularies produced by these initiatives allow developers to ‘wrap’ information on the web to provide machine-readable signals for search engines, advertisers, and user-facing content on apps and websites, thus assisting with surfacing facts about people, places, and products. A universal iteration of such a project called Schema.org started in 2011, resulting from a partnership between Google, Microsoft, Yahoo, and Yandex to collaborate on a single structured data model across domains. Yet, few studies have explored the metadata vocabulary terms in this significant web resource. What terms are included, upon what subject domains do they focus, and how does Schema.org represent knowledge in its conceptual model? This paper presents findings from our extraction and analysis of the documented release history and complete hierarchy on Schema.org’s developer pages. We provide a semantic network visualization of Schema.org, including an analysis of its modularity and domains, and discuss its global significance concerning fact-checking and COVID-19. We end by theorizing Schema.org as a gatekeeper of data on the web that authors vocabulary that everyday web users encounter in their searches.

Keywords: schema, metadata, ontology, search engine optimization, search engines, semantic media

Suggested Citation

Iliadis, Andrew and Acker, Amelia and Stevens, Wesley and Kavakli, Başak, One Schema to Rule them All: How Schema.org Models the World of Search (May 26, 2022). Iliadis, A., Acker, A., Stevens, W., & Kavakli, B. (2023). One schema to rule them all: How Schema.org models the world of search. Journal of the Association for Information Science and Technology., Available at SSRN: https://ssrn.com/abstract=4345169

Andrew Iliadis (Contact Author)

Temple University ( email )

Philadelphia, PA 19122
United States
2673007209 (Phone)

HOME PAGE: http://www.andrewiliadis.com/

Amelia Acker

University of Texas at Austin ( email )

Texas
United States

HOME PAGE: http://https://www.ischool.utexas.edu/people/people-details?PersonID=302

Wesley Stevens

University of South Carolina ( email )

Başak Kavakli

Temple University, Klein College of Media and Communication ( email )

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