schema.org is a common data markup schema, pushed by large search engine providers such as Google, Yahoo!, and Bing. To date, a few hundred thousand web site providers adopt schema.org annotations embedded in their web pages via MicroData. Profiling this data reveals interesting insights in the ways a schema is used (and also misused) on a large scale. Furthermore, adding a temporal dimension to the analysis can make the interaction between the adoption and the evolution of the standard visible. In my talk, I will talk about our group’s efforts to profile the corpus of deployed schema.org data, and discuss which lessons learned from that endeavour can be transferred to the Linked Open Data community.