The role of schema.org in search engine optimization techniques

Authors

DOI:

https://doi.org/10.5007/1518-2924.2026.e106682

Keywords:

Schema.org, Search Engine Optimization, Structured data, Rich snippets

Abstract

Objective: This study examines how Schema.org can optimize Search Engine Optimization (SEO) strategies by facilitating semantic interpretation by search engines and enhancing the display of Search Engine Results Pages.

Method: The research adopts a qualitative and exploratory approach, based on a literature review and document analysis, focusing on Schema.org properties (Thing, CreativeWork, Product) and their practical implementation in JSON-LD format. 

Results: The findings demonstrate that Schema.org reduces vocabulary fragmentation, improves indexing, and enables the generation of rich snippets, as illustrated in the case of a restaurant. However, challenges persist, such as centralized governance by major technology companies and the need for adaptations in specialized domains. 

Conclusions: It is concluded that Schema.org is a strategic tool for Search Engine Optimization, but its effectiveness depends on precise implementation and future research assessing its quantitative impact across different sectors, as well as its integration with emerging technologies such as Artificial Intelligence and Large Language Models.

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Author Biographies

Gustavo Camossi, São Paulo State University

PhD in Information Science in progress, Master in Information Science - Area of ​​concentration: Information, Technology and Knowledge from Universidade Estadual Paulista (Unesp). He has a Bachelor's degree in Administration with a specialization in Marketing from Centro Universitário Eurípedes de Marília (UNIVEM). Specialist in Logistics from Centro Universitário de Lins (UNILINS), graduated in Technology in Systems Analysis and Development (FATEC - Garça). Specialist in Data Science and Big Data from the Pontifical Catholic University of Campos de Minas Gerias (PUC Minas). He is a member of the New Information Technologies Research Group (GPNTI- Unesp). He has research interests in the following themes and areas of knowledge: Digital Information Architecture. Usability, User Experience (UX), Search Engine Optimization (SEO), Semantic Web, Information and Communication Technologies applied to Information Science, Library Science, Digital Information Environments and Digital Marketing.

Felipe Ivo da Silva, Federal University of São Carlos

PhD in progress in Computer Science, Federal University of São Carlos, (UFSCar). Master in Information Science from the Federal University of São Carlos, (UFSCar). Postgraduate in Data Science from Anhembi Morumbi University - São Paulo (2024). Graduated in Database from Estácio Ribeirão Preto University Center (2022). Researcher scholarship holder at the Brazilian Institute of Information in Science and Technology, IBICT, of the Ministry of Science, Technology and Innovation (MCTI). Member of the Data and Metadata research group (GPDM), Laboratory of Information Organization and Treatment and Laboratory of Studies and Practices in Information Organization and Technologies (LOITec). Has research interests in the following topics: Data, Metadata, Provenance, Digital repositories, Digital preservation, Database.

Felipe Augusto Arakaki, University of Brasília

Professor of the Librarianship course at the University of Brasília (UnB) and of the Postgraduate Program in Information Science (PPGCIN) at UNB. PhD and Master's degree in Information Science from the São Paulo State University "Júlio Mesquita Filho" - UNESP/Marília and Bachelor's degree in Librarianship from the São Paulo State University "Júlio de Mesquita Filho" - Marília Campus. Vice-leader of the Research Group "Data and Metadata" and member of the Research Group "New Technologies in Information". Coordinator of the Cataloging Working Group of FEBAB. Areas of interest include Information Science, mainly in the themes: Representation and organization of information, Cataloging, Metadata, Interoperability, Metadata Standards, Dublin Core, BIBFRAME, Schema.org, Semantic Web, Linked Data and data provenance (PROV).

Cecílio Merlotti Rodas, Federal Institute of São Paulo

Doctor en Ciencia de la Información por la Unesp, investigación con la tecnología Eye Tracking y su aplicación en el contexto de Experiencia de Usuario, en las líneas de investigación Entornos de Información Digital y Arquitectura de Información Digital. Miembro del Grupo de Investigación “Nuevas Tecnologías de la Información”, UNESP. Miembro del Grupo de Investigación “Información y Conocimiento en el Ciberespacio” de la UEL. Evaluador en revistas científicas en Ciencias de la Información. Maestría en Ingeniería Eléctrica por la Universidad Estadual Paulista Júlio de Mesquita Filho (2004), área de concentración Informática y Automatización; Es licenciado en Ciencias de la Computación por el Centro Universitario Votuporanga (2000); Es licenciado en Ciencias de la Computación por la Universidad Católica de Brasilia (2008); Especialista en bases de datos de Wpos (2012). Actividad profesional: Profesor del Instituto Federal de São Paulo - Campus Votuporanga en Régimen de Dedicación Exclusiva (RDE). Profesor de la Unesp, en Marília, en el Programa de Posgrado en Ciencias de la Información. Coordinador de Extensión del Instituto Federal de São Paulo - Campus Votuporanga del 03/2012 al 08/2013. Coordinador del Programa de Calificación Estatal – PEQ del Centro Paula Souza – Unidad Etec de Votuporanga (3/2009 a 6/2011). Profesor - Centro Estatal de Educación Tecnológica Paula Souza, Etec de Votuporanga (2005-2011). Profesor - Colegio Barretos (2008 - 2011). Profesor - Facultad de Tecnología de São José do Rio Preto (2006-2008). Profesor - Universidad de Minas Gerais, Campus Frutal (2006-2007). Profesor de la Facultad José Bonifácio (2006-2007). Profesor – Asociación Educativa de Jales – (2003-2006).

References

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Capa do periódico Académico Encontros Bibli, da Universidade Federal de Santa Catarina (UFSC). Volume 31, ano 2026 Nela se mostram as mãos de uma pessoa com a pele morena segurando um punhado de terra escura, na qual um pequeno broto verde com duas folhas está plantado. As mãos estão centralizadas na imagem e são enquadradas por um fundo que mostra um solo seco e rachado, sugerindo um ambiente de seca ou desértico. No topo da imagem, o título da publicação, ENCONTROS BIBLI, está em letras maiúsculas brancas. Abaixo, há uma citação entre aspas: "Ética e integridade informacional: a responsabilidade científica e socioambiental da Ciência da Informação diante da urgência climática". Na parte inferior da capa, há informações institucionais: No canto esquerdo, o logo da UFSC. Ao lado, o texto "Departamento de Ciência da Informação", "Programa de Pós-graduação em Ciência da Informação" e "Portal de Periódicos UFSC". Abaixo, a data "2026", o volume "V. 31" e o ISSN 1518-2924. No canto inferior direito, o logo da publicação, que consiste em um escudo roxo com as letras "EB" estilizadas em laranja. A capa utiliza as cores roxo, branco e laranja, com a maior parte da imagem ocupada pelo cenário do solo e as mãos. A arte visual e o tema do título da publicação sugerem um foco na interseção entre a ciência, a informação e as questões ambientais, como a crise climática.

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Published

2025-12-17

How to Cite

CAMOSSI, Gustavo; SILVA, Felipe Ivo da; ARAKAKI, Felipe Augusto; RODAS, Cecílio Merlotti. The role of schema.org in search engine optimization techniques. Encontros Bibli: electronic journal of library science, archival science and information science, Florianópolis/SC, Brasil, v. 31, p. 1–23, 2025. DOI: 10.5007/1518-2924.2026.e106682. Disponível em: https://periodicos.ufsc.br/index.php/eb/article/view/106682. Acesso em: 13 jan. 2026.

Issue

Vol. 31 (2026): Ethics and informational integrity in the climate emergency: the socio-environmental responsibility of Information Science.

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Articles

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Copyright (c) 2025 Gustavo Camossi, Felipe Ivo da Silva, Felipe Augusto Arakaki, Cecílio Merlotti Rodas

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