context-oriented approach

The purpose of this conceptual research was to explain the capabilities, the semantic platform and view point of Schema.org to processing and organization of web content objects (data entities) by analytical approach. To collection data was used documentary analysis. The research community included texts and researches related to the field of "structured data" and "Schema.org". A total of 43 sources, as well as the official website of the "Schema.org," were selected using a purposive sampling method for analysis. The results of the survey showed that Schema.org is a common vocabulary that used to describe and markup web content objects and create structured data for better processing and organization. It has a certain structure and semantic platform. Its structure is like an ontology for naming the types and properties of content objects, the relationships between types and properties, and the capabilities of describing these properties and relationships. Its semantic platform is adapted by semantic markups such as microformat, microdata, RDFa 1.1, and JSON-LD. Other results of the research showed that there are three major approaches to the processing and organizing of content objects in the Schema.org: the ontological, context-oriented, and nesting approaches. Overall research results showed existence of different approaches to Schema.org represents a comprehensive view of the Web content objects while paying attention to improving interoperability with search engines. Also, the production of structured data with such schemata is an important contribution to the realization of semantic web or web of data.