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Schema markup is a type of code you can add to your pages to help search engines better understand their contents. Using schema markup, you transform your regular meta descriptions into rich snippets. To give you an example, imagine that you’ve published a recipe on your WordPress blog.
Stated simply, the Structured Data Markup Helper is designed to help you implement structured data on your site . Structured data is information organized in vast online databases (e.g., freebase) that help to serve search results.
Structured data markup is essentially a string of code that can be added to a site’s HTML. This code is read by search engines and used to produce augmented search results to specific user queries.