1. Making data discoverable through mainstream search engines
Marcin Grudzień

2. Making data discoverable
There are already ongoing activities to integrate INSPIRE with DCAT. However, some evidence suggests that one of the best ways to make online resources better discoverable on the Web is to utilise schema.org.

3. Schema.org
Schema.org is an initiative launched on 2 June 2011 by Bing, Google and Yahoo! (then operators of the world's largest search engines) to create and support a common set of schemas for structured data markup on web pages.
Supported encodings:
Microdata, 
RDFa,
JSON-LD 

4. Schema.org – microdata example
<div itemscope itemtype ="
<h1 itemprop="name">Avatar</h1>
<span>Director: <span itemprop="director">James Cameron</span> (born August 16, 1954)</span>
<span itemprop="genre">Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a>
</div>

5. Schema.org – RDFa example
<div vocab=" typeof="Movie"> <h1 property="name">Avatar</h1> <div property="director" typeof="Person"> Director: <span property="name">James Cameron</span> (born <time property="birthDate" datetime=" ">August 16, 1954</time>) </div> <span property="genre">Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" property="trailer">Trailer</a> </div>

6. Schema.org – human readable representation

7. Schema.org - questions This may raise following questions.
Do we need a European standard saying which elements of schema.org should be used and in which way?
To which elements of INSPIRE we should apply schema.org extensions (metadata, datasets, APIs, GUIs)?
Cost-benefit aspects

8. Schema.org - ethical issues
Schema.org is an initiative of big corporations (Google, Bin, Yahoo) and those companies (particularly Google) will probably benefit the most on its utilisation in INSPIRE. Is it ethical to support schema.org?