microformats schemaorg

Microformats & Schema.org

Real life Use Cases

Richard Baxter | CEO, SEOgadget Daniel Butler | Senior SEO Consultant

Tweet with webinar attendees:

#websieure

Technical problems or feedback:

Please email [email protected]

Chat: http://bit.ly/seomozchat Twitter: #mozinar Questions? Use GoToWebinar panel

What’s structured data?

I like it. What is it?


You’ll recognise this

Businesses and organisations can easily markup their addresses with hCard – there are really only a few key properties in hcard required to do this


And this…

“Wow – I’m so delighted with my new Dualit toaster – arrived really quickly, too – thanks”

Rated: 5/5

Reviews are a hugely popular type of data…


And, this?

Matt CuttsPrincipal EngineerGoogle Inc

+1 650-253-0000

You can mark up information in a webpage about a person using hcard, too. The additional attributes defined by the XFN properties (friend, contact and

acquaintance) can be included, too.

http://www.google.com/support/webmasters/bin/gmpg.org/xfn/


And this?

Om nom nom

That’s a recipe, for a delicious banana cake, with frosting…


The problem with information

VenueCountry

Zip Code

Name

Even the most advanced information retrieval techniques can do with a hand recognising data


This is a cake.

*May not be “Best Ever” banana cake – my girlfriend’s banana cake is the best, and she says it’s all about Nigella Lawson


<div class="hrecipe">

<h2 class="fn">Recipe: <a class="url" href="http://www.nigella.com/recipes/view/banana-cake-3734">Banana Cake</a></h2>

<p class="summary"><strong>Summary</strong>: <This cake recipe is from the 1940s that was put together by the Women's Auxiliary in Alice Springs…</em></p>

<div class="ingredients">

<h3>Ingredients</h3>

<ul class="ingredients">

<li class="ingredient">1 cup sugar </li>

<li class="ingredient">1&1/2 cups self raising flour</li>

<li class="ingredient">1/2 cup butter </li>

<li class="ingredient">2 eggs</li><li class="ingredient">2 eggs</li>

</ul>

</div>

<div class="instructions">

<h4>Instructions</h4>

<li>Use a food processor Pre heat oven to 160C / gas mark 3 Add all ingredients and blend until well mixed Pour into lined loaf tin Bake for 1 hour Cool and enjoy If you are a nut lover, once ingredients are blended add 60g chopped walnuts and blend in to the mixture</li>

</div>

<p class="duration"><span class="hrlabel">Cooking time (duration): </span><span class="hritem">90</span></p>

<p class="yield"><span class="hrlabel">Number of servings (yield): </span><span class="hritem">8</span></p>

Posting on SEOgadget:

https://seogadget.co.uk/microformats-mark-up-your-recipes-online-with-hrecipe/


class="ingredient"

class="cooktime"

Check out Google Recipe search as a (in my opinion) an excellent example of a search UI driven by structured data…


Microformats are everywhere

- rel=“me”

- rel=“author”

Matt Cutts was a contributing author to the rel=“nofollow” elemental Microformat spec back in 2005… Rel=“me” has been around in XFN since forever


And can be used to get extra space in the SERPS

Patrick at Blogstorm wrote about this: http://www.blogstorm.co.uk/google-testing-phone-numbers-h1-tags-in-rich-snippets/

class=“fn org url”


But they can be lost


This is very difficult to filter out, but Google are asking for spam reports specifically related to rich snippets spam

Single listings


They have a strong impact on CTR

Our rich snippet, transactionally worded variation won at 26.32% CTR in 2nd place, compared to

21% without

Check out: https://seogadget.co.uk/understanding-how-intention-influences-search-result/


What are Microformats?


Here’s some information on a webpage…

To you and me, blocks of text such as addresses look like addresses, we recognise them easily.

Rating:

Review by: Sarah

“OMG! That was like, the best lunch

I ever had! Awesome!”

“A World of Welsh Lamb”

Wednesday, 6 October 12:00 - 14:00

Leadenhall Market

45-52 Leadenhall Market,

City, EC3V 1LR

Business

Location

Review

Event

Yep. Just a bit of

text. Nothing to see here…

The Pizza Shop

123 Fake Street

Faketown

Fakeshire

FA12 KE1


What are Microformats?

Aha! You mean The Pizza Shop

over on Fake StreetContact details

The Pizza Shop

123 Fake Street

Faketown

Fakeshire

FA12 KE1

<div class="vcard">

<span class="fn org">The Pizza Shop</span>

<div class="adr">

<span class="street-address">123 Fake Street</span>,

<span class="locality">Faketown</span>,

<span class="region">Fakeshire</span>.

</div>

</span>

Phone: <span class="tel">123-456-789</span>

<a href="http://pizzaexample.com/"

class="url">http://pizzaexample.com</a>

</div>

hCard is used for understanding address data in reviews and events

Local citations / address data for Google place pages


<span class="adr">

<span class="street-address">221-222 Shoreditch High Street</span><br>

<span class="locality">London</span><br>

<span class="postal-code">E1 6PJ</span><br>

<span class="country-name">UK</span><br>

Check out the hcard address markup on our homepage


hResume

hCard


That Pizza restaurant must be

great! Review

<div class="hreview">

<span class="item">

<span class="fn">The Pizza Shop</span>

</span>

Reviewed by <span class="reviewer">Sarah</span> on

<span class="dtreviewed">

Jan 6<span class="value-title" title="2009-01-06"></span>

</span>.

<span class="summary">A great place to eat!</span>

<span class="description">OMG! That was like, the best lunch

I ever had! Awesome!</span>

Rating:

<span class="rating">5.0</span>

</div>

Rating:

Review by: Sarah

“OMG! That was like, the best lunch

I ever had! Awesome!”

hReview - Used for: rich snippets in organic search results https://seogadget.co.uk/using-hreview-microformat-on-your-review-page/


Techradar use hreview in the reviews page markup – and the rich snippet testing tool is aware of their open graph implementation, too.


Mmmmm…

Welsh Lamb. I’ll be there!

(om nom nom nom)

Event

<div class="vevent">

<a href=“../london/event/a-world-of-welsh-lamb-670246/"

class="url summary">A World of Welsh Lamb</a>

<span class="description">Mmmm delicious. Every

Wednesday for six weeks Leadenhall Market

is becoming a shrine to the deliciousness of Welsh

lamb...</span>

<span class="dtstart"> 12:00 <span class="value-title"

title="2010-10-06T1200Z00"></span></span>

<span class="dtend">14:00<span class="value-title"

title="2010-10-06T1400Z00"></span></span>

<div class="location vcard">

<span class="fn org">Leadenall Market</span>,

<span class="adr">

<span class="street-address">45-52 Leadenall Market</span>

<span class="locality">London</span>,

<span class="postal-code">EC3V 1LR</span>

</span>

“A World of Welsh Lamb”

Wednesday, 6 October 12:00 - 14:00

Leadenhall Market

45-52 Leadenhall Market,

City, EC3V 1LR

hCalendar: Used for rich snippets in organic search results http://www.seomoz.org/blog/markup-events-hcalendar-microformat


class=“dtstart” class=“summary” class=“fn org”

class="geo adr" title="52.575813;-0.244033“

class=“locality”

Ents 24 have a very complete integration including the geo coordinates on “geo adr”


Schema.org

Shiny, awesome and 100% made by search engine staffers


What is Schema.org?

More on Schema: http://www.seomoz.org/blog/schema-examples

Structured data + Extended Vocabulary

<div itemscope itemtype=“http://schema.org/Product”>

Microdata

Microformats

RDFa

Schema.org


Schema.org by Type

Schema.org

Creative works

Article

Blog

Book

ItemList

Map

MediaObject

Movie

MusicPlaylist

MusicRecording

Painting

Photograph

Recipe

Review

Sculpture

TVEpisode

TVSeason

TVSeries

WebPage

WebPageElement

Event

Intangible

Job posting

Language

Offer

Quantity

Geo Coordinates

Organisation

Educational org

Government org

Local Business

Person

Product

Place

City, Country, State

Civic Structure

Landform

Landmarks

Local Business

Residence

http://schema.org/docs/full.html


A working example of Product vocabulary on Ebay.com

Ebay

<div itemscope itemtype="http://schema.org/Product">

<img src="http://i.ebayimg.com/t/Logitech-Revue-Google-TV/23/!!d-4vB!!mM~$(KGrHqZ,!mEEy+jCzGFUBM87bKTK1g~~_35.JPG"

alt="Logitech Revue With Google TV" itemprop="image">

<div class="pnr-txt" itemprop="description">The Logitech Revue is a media streamer with Google TV, which serves

as a complete entertainment system. With its Ethernet Interface, this Logitech Smart TV allows you to downl</div>

<a itemprop="aggregateRating" itemtype="http://schema.org/AggregateRating" href="#pbe-rvws">

<span itemprop="ratingValue" content="4"></span>

<span itemprop="ratingCount" content="80"></span>User reviews <span itemprop="reviewCount">80</span>

<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer">

New<span itemprop="price">$149.98</span>

<span itemprop="priceCurrency" content="USD"></span></div>

<div itemprop="offers" itemscope="itemscope" itemtype="http://schema.org/Offer">New: other

<span itemprop="price">$79.99</span><span itemprop="priceCurrency" content="USD"></span></div>

AggregateRating Product > Offers


A working example of TVSeries vocabulary on IMdb

IMdb

<div id="content-2-wide" class="redesign" itemscope itemtype="http://schema.org/TVSeries">

<img src="http://ia.media-imdb.com/images/M/MV5BMTkxNTI1NTI3NF5BMl5BanBnXkFtZTcwMjA2MDU1MQ@@._V1._SY317_.jpg"

alt="Heroes Poster" title="Heroes Poster" itemprop="image" />

<h1 class="header" itemprop="name">

Heroes

<span>(II)</span>

<span class="tv-series-smaller">(TV Series 2006–2010)</span>

</h1>

<div class="star-box giga-star" itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">

<span itemprop="ratingValue">7.1</span>/<span itemprop="bestRating">10</span>

<span itemprop="ratingCount">34,156</span>

<p itemprop="description">

They thought they were like everyone else... until they woke with incredible abilities.

</p>

<a href="/name/nm0171059/" itemprop="actors">Jack Coleman</a>, <a href="/name/nm0659363/" itemprop="actors">Hayden Panettiere</a>

and <a href="/name/nm0893257/" itemprop="actors">Milo Ventimiglia</a>

AggregateRatingTVSeries > actors


A working example of Movie vocabulary on Rotten Tomatoes

Rotten Tomatoes

<body id="" itemscope itemtype="http://www.schema.org/Movie" >

<img src="http://content8.flixster.com/movie/10/93/37/10933762_det.jpg" alt="Inception" title="Inception" itemprop="image" />

<h1 class="movie_title"><span itemprop="name">Inception (2010)</span></h1>

<meta itemprop="awards" content="Certified Fresh" />

<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">

<span itemprop="ratingValue">86</span>

<meta itemprop="bestRating" content="100" />

<meta itemprop="worstRating" content="0" />

Reviews Counted: <span itemprop="reviewCount">281</span><br />

<span itemprop="contentRating">PG-13</span>

<a href="/movie/browser.php?movietype=1&genre=9"><span itemprop="genre">Drama</span></a>,

<a href="/movie/browser.php?movietype=1&genre=1"><span itemprop="genre">Action & Adventure</span></a>,

<a href="/movie/browser.php?movietype=1&genre=13"><span itemprop="genre">Mystery & Suspense</span></a>,

<a href="/movie/browser.php?movietype=1&genre=14"><span itemprop="genre">Science Fiction & Fantasy</span></a>

<p itemprop="director" itemscope itemtype="http://schema.org/Person">

<a href="/celebrity/christopher_nolan/" itemprop="url"><span itemprop="name">Christopher Nolan</span></a></p>

Movie > director


MySpace

<div id="ProfileMusicPlayer" itemscope itemtype="http://schema.org/MusicGroup">

<li data-songId="75405428" itemprop="tracks" itemscope itemtype="http://schema.org/MusicRecording">

<span itemprop="name">Pyro</span>

<meta itemprop="duration" content="PT4M10S" />

<meta itemprop="url" content="http://www.myspace.com/music/player?song=..." />

<meta itemprop="inAlbum" content="Come Around Sundown" />

<meta itemprop="interactionCount" content="UserPlays:152270" />

A working example of Music Group vocabulary on MySpace

MusicGroup

MusicRecording


TicketMaster

<div itemscope itemtype="http://schema.org/MusicGroup">

<h1 itemprop="name">Red Hot Chili Peppers Tickets</h1>

<h2 class="txt16" itemprop="description">Red Hot Chili Peppers Tickets and Concert Dates</h2>

<tr itemprop="events" itemscope="itemscope" itemtype="http://schema.org/Event">

<time datetime="2012-03-29T19:30:00-04:00" itemprop="startDate"></time>

<span itemprop="location">

<a class="event" href="http://www.ticketmaster.com/Tampa-Bay-Times-Forum-tickets-Tampa/venue/106710">Tampa Bay Times Forum </a>

</span>

<span itemprop="name description">Red Hot Chili Peppers</span>

<a itemprop="url" href="http://www.ticketmaster.com/event/0D004777AD0E7D5A?artistid=848229&majorcatid=10001&minorcatid=60">

Find Tickets</a>

A working example of Event vocabulary on TicketMaster

Event


Recipes

<div itemscope itemtype="http://data-vocabulary.org/Recipe”><h1 itemprop="name">Soft Chicken Tacos</h1>

<img itemprop="photo" src="http://img4.myrecipes.com/i/recipes/ck/06/09/chicken-tacos-ck-1227897-l.jpg" />

<p itemprop="summary"><p>Forty percent of WOW's cafeteria sales...</p>

<span itemprop="yield">4 servings (serving size: 3 tacos)</span>

<ul itemprop="nutrition" itemscope itemtype="http://data-vocabulary.org/Nutrition">

<li>Calories:<span itemprop="calories“>329</span></li>

<li>Fat:<span itemprop="fat“> 12.5g</span></li>

<li>Saturated fat:<span itemprop="saturatedFat“>3.5g</span></li>

<li itemprop="ingredient" itemscope itemtype="http://data-vocabulary.org/RecipeIngredient">

<span itemprop="amount">1 teaspoon</span><span itemprop="name"> chili powder</span><span itemprop="preparation"></span></li>

<li itemprop="ingredient" itemscope itemtype="http://data-vocabulary.org/RecipeIngredient">

<span itemprop="amount">1/2 teaspoon</span><span itemprop="name"> salt</span></li>

<ol itemprop="instructions“><li>Prepare grill...</li></ol>

<span itemprop="author">Cooking Light</span>

<span itemprop="published">SEPTEMBER 2006</span>

<span itemprop="recipeType">Main Dishes</span>

<span itemprop="recipeType">Mexican</span>

<span itemprop="recipeType">Poultry</span>

Oh wait, where’s the schema here!

Recipe > calories

Recipe > ingredient


Breadcrumb

<body itemscope itemtype="http://schema.org/WebPage">

<div id="breadcrumb-nav" itemprop="breadcrumb">

<strong>You are here:</strong>

<a href="/">Home</a> >

<a href="/type/">Used Cars</a> >

<a href="/type/used-Audi/ ">Used Audi</a> >

<a href="/type/used-Audi/A3/ ">Used Audi A3</a>

2011 Audi A3 Black 5dr

</div>


Tools

• Schema-creator.org

• hRecipe helper for Chrome

• Microformats for Chrome

• Microdata Tool

• Bing WMT

• Google’s Rich Snippets Testing Tool

• Quixapp.com

http://www.seomoz.org/blog/exploring-the-new-features-in-bing-webmaster-tools


Should I do this stuff?


“Sites with structured markup will appear in the results of more queries, rank better than

non-structured web pages for those queries, and have a greater visibility both in linked

and "direct answer" verticals.”

Read this SEOSkeptic post

Enjoyable read - http://www.seoskeptic.com/deciphering-googles-semantic-search-intentions/


Q+A Time!

@seomoz & @SEOgadget

www.ngocthuy.org

[email protected]

http://www.ngocthuy.org/vi/googleseo/

microformats schemaorg

Education

gotowebinar panel

lyseomozchat twitter

mozinar questions

delicious banana cake

girlfriends banana cake

recipes chat

google recipe search

c gas mark