Schema markup is a type of structured data used to create rich content for the search engines to display. Take a look at the examples below:
In this first listing for the Denver Art Museum, only the link, title text, and description are shown. This is typical for search engine results.
However, in this second example, the site includes structured data to give the search engine more information about its content. This type of data is an important part of today’s search engine optimization strategies, as it immediately helps your site stand in the search results.