What is Schema.org?
As described in Moz, schema.org is the “semantic vocabulary of tags (or microdata) that you can add to your HTML to improve the way search engines read and represent your pages in SERPs.”
It was developed through Google, Bing, Facebook, and Yahoo to aid search engines boost their result pages by adding what’s known as “rich snippets.” This could be something like the star rating of the product or a menu of a restaurant, a schedule of events information, and so on.
What is GS1 Smart Search
GS1 SmartSearch extends how web admins can mark up items using the Global Trading Number (GTIN) to reveal more accurate product details. It was announced in 2016 that advanced markup would now apply like the traditional schema.org.
The GS1’s SmartSearch Initiative has worked with the schema.org group (at W3C and Github). It has created a Web-based structured data vocabulary that expands schema.org to allow for more rich descriptions of product data. In contrast to the hosted extensions we offer (e.g., bib.schema.org, auto.schema.org) that are reviewed, updated, and released within schema.org itself, extensions external to schema.org such as GS1’s wholly separate and operate their individual workflows, review processes as well as infrastructure.”
This is intended to make sure that people who use the format will gain by the following means:
More relevant search results for consumers to locate the products and information they want.
More visibility for their products through online searches.
More accurate, updated web-based product info.
Sharing product information with consumers via smartphones and websites eventually boosts sales.
GS1 markup is quite like the example above for electric skateboards. But, unlike conventional product schemas, GS1 uses more robust variables, such as GTIN, which are more specific to the product characteristics (i.e., ingredients, materials, allergens, instructions, etc. ).
The following list provides the common elements of the markup. It is important to note that the attributes for a product list do not include every possible option, only some commonly related to specific types of products.
General Information
Product Name
Product Image URL
GTIN13
SKU
Product Description
Value Information
Price Currency
Price
Product Attributes
Consumable Products (Foods, Drinks, Tobacco Products)
Ingredients
Source Animal
Preparation Information
Nutrition
Wearable Products (Clothing, Shoes)
Waterproof
Seasonal Use
Size (Specific to Product)
Target Consumer Information
General Products
Size
Weight
Product Awards
