At its core, is about standardizing and simplifying the process of adding semantic markup to web pages and providing tangible benefits for doing so. The most visible and measurable benefit comes in the form of rich snippet results. For the hotel sites, we see these rich results come in the form of star ratings, price range, and reviews in search results., founded by Google, Microsoft, Yahoo and Yandex in 2011, is the collaborative community tasked with the mission to create, maintain, and promote schemas for structured data (vocabularies) on the Internet, web pages, and beyond. In its inception, Search engine companies’ main goal was to help with semantic search. For example, the difference between when a user searches for Apple, the company, and apple, the fruit. Does the company or the fruit populate the search results? Schema markup data implementation on sites help the search engines understand what content on web pages are truly about and return the best search result based on this information. Get the full story at HEBS Digital