Defining custom vocabularies using HTML5 Schema.org markup.
Jul 31, 2025 am 10:50 AMThe Schema.org tag helps search engines understand the structured data format of web page content through semantic tags (such as item scope, item type, itemprop); it can be used to define custom vocabulary, methods include extending existing types or using additionalType to introduce new types; in actual applications, keeping the structure clear, using official attributes first, testing code validity, and ensuring that custom types are accessible; precautions include accepting partial support, avoiding spelling errors, and choosing a suitable format such as JSON-LD.
Defining a custom vocabulary in a web page, using HTML5 combined with Schema.org structured data tags is a practical and effective way. It not only helps search engines better understand your website content, but also improves SEO results and even affects the display format in search results. The key is how to correctly apply the semantic tags of Schema.org to express the information you want to emphasize.

What is the Schema.org tag?
Schema.org is a project jointly initiated by Google, Microsoft, Yahoo, etc., aiming to provide a unified structured data format for web pages. It tells search engines what type of content a page element represents by adding specific semantic tags (such as itemscope
, itemtype
, itemprop
).
For example, if you have a movie review website, you can use <div itemscope itemtype="http://schema.org/Movie"> to mark a piece of information about the movie, and specify the title, director, rating, etc. through <code>itemprop
.
How to define a custom vocabulary?
While Schema.org provides a large number of predefined types (such as articles, products, events), sometimes what you need to express may not be in the standard list. At this time, you can introduce custom vocabulary by extending existing types or using additionalType
.
For example, suppose you are doing a website about "crafts", and you want to define a subclass of "ceramic cups":

<div itemscope itemtype="http://schema.org/Product"> <link itemprop="additionalType" href="https://yourdomain.com/vocab/CeramicCup" /> <h1 itemprop="name">Blue and white porcelain cup</h1> <span itemprop="description">Hand-drawn traditional style ceramic cup</span> </div>
In this way, search engines can know that this is a special "Product" and can provide more accurate understanding and indexing based on the additional information you provide.
Several suggestions in practical applications
- Keep the structure clear : Each item scope corresponds to an entity to avoid being too deep nested.
- Priority is given to using officially supported attributes : If there are already standard attributes that can meet the needs, do not customize them easily.
- Testing tools are important : You can use Google's Rich Results Test or Structured Data Testing Tool to check whether you have written it correctly.
- Custom types must be accessible : If you use
additionalType
, it is best to provide some explanations on the corresponding URL to facilitate crawler identification.
Notes and FAQs
- It doesn't matter if you are not fully supported by search engines : even if some custom words have no obvious effect for the time being, they may be used in the future.
- Avoid misspelling : typos like
itempro
will invalidate the entire structure. - Microdata vs JSON-LD : Although we are talking about HTML5 microdata writing, it is now more recommended to use JSON-LD, especially in front-end frameworks such as React and Vue, which are easier to manage.
Basically that's it. The key to making good use of Schema.org is to understand the content structure you want to describe and reasonably choose the combination of standards and custom types. Not complicated, but details are easy to ignore.
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