#“schema.org - About Bloody Time”
This site provides a collection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major search providers. Search engines including Bing, Google and Yahoo! rely on this markup to improve the display of search results, making it easier for people to find the right web pages.
via schema.org
5.5 years ago, I had the idea for a reviews aggregator site built on hreview. After a long and twisty journey we found a workable business model that bears little resemblance to that geeky idea, but still uses it.
It turns out that the _only_ aspect of structured content that 99.999% of people and businesses on the web care about is having their reviews displayed with stars in the Google SERPs.
It, rightly, always boils down to the same thing: Don't tell users/customers about features, tell them about benefits and WIIFM.