What is Schema in SEO and how to activate it?

Schema markup is code (semantic vocabulary) that you put on your website to help the search engines return more informative results for users. If you've ever used rich snippets, you'll understand exactly what schema markup is all about. Here's an example of a local business that has markup on its event schedule page.
 
Schema markup is especially important in the age of Hummingbird and RankBrain. How a search engine interprets the context of a query will determine the quality of a search result. Schema can provide context to an otherwise ambiguous webpage.

Using Microdata
Microdata is a set of tags that aims to make annotating HTML elements with machine-readable tags much easier. Microdata is a great place for beginners to start because it’s so easy to use.
 
Schema is a type of microdata that makes it easier for search engines to parse and interpret the information on your web pages more effectively so they can serve relevant results to users based on search queries.
Including schema microdata in your HTML code can help search engine crawlers interpret the content of your pages more effectively. This, in turn, can increase your visibility. However, it’s important to note that including schema (or any other structured markup format) in your code is not a quick and dirty SEO “hack” – instead, think of schema as a best practice to make it easier for search engines to find and display your content.
 
Schema markup is code (semantic vocabulary) that you put on your website to help the search engines return more informative results for users. If you've ever used rich snippets, you'll understand exactly what schema markup is all about. Here's an example of a local business that has markup on its event schedule page.
 
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