The web of linked data, otherwise known as the semantic web, is a system in which information is structured and interlinked to provide meaningful content to artificial intelligence (AI) algorithms. As the complex interactions between digital personae and these algorithms mediate access to information, it becomes necessary to understand how these classification and knowledge systems are developed. What are the processes by which those systems come to represent the world, and how are the controversies that arise in their creation, overcome? As a global form, the semantic web is an assemblage of many interlinked classification and knowledge systems, which are themselves assemblages. Through the perspectives of global assemblage theory, critical code studies and practice theory, I analyse netnographic data of one such assemblage. Schema.org is but one component of the larger global assemblage of the semantic web, and as such is an emergent articulation of different knowledges, interests and networks of actors. This articulation comes together to tame the profusion of things, seeking stability in representation, but in the process, it faces and produces more instability. Furthermore, this production of instability contributes to the emergence of new assemblages that have similar aims.