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 thuycuong.tk@gmail.com

What’s structured data?
I like it. What is it?

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

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 Cutts
Principal Engineer
Google 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.

And this?

Om nom nom

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


The problem with information
Venue
Country

Name

Zip Code

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

class=“fn org url”

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

But they can be lost


Single listings

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

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…
The Pizza Shop
Yep. Just a bit of 123 Fake Street
text. Nothing to Faketown Business
see here… Location
Fakeshire
FA12 KE1

Rating:

Review by: Sarah Review
“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
Event
45-52 Leadenhall Market,
City, EC3V 1LR

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

What are Microformats?
Aha! You mean The Pizza Shop
The Pizza Shop 123 Fake Street
Faketown Contact details
over on Fake
Fakeshire
Street 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


Rating:
That Pizza
restaurant must Review by: Sarah
Review
be great! “OMG! That was like, the best lunch
I ever had! Awesome!”

<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>

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.

“A World of Welsh Lamb”
Wednesday, 6 October 12:00 - 14:00
Mmmmm… Leadenhall Market
Welsh Lamb. I’ll be Event
there!
45-52 Leadenhall Market,
(om nom nom nom) City, EC3V 1LR

<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>

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

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

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

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?

Structured data + Extended Vocabulary
Microdata Schema.org
Microformats
RDFa

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

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


Article
Blog
Schema.org by Type
Book
ItemList City, Country, State
Map Civic Structure
MediaObject Landform
Movie Event Landmarks
MusicPlaylist Local Business
MusicRecording Creative works Residence
Painting
Place
Photograph
Recipe
Review
Sculpture
TVEpisode
TVSeason
TVSeries
Schema.org Job posting
WebPage Language
WebPageElement Offer
Intangible Quantity
Geo Coordinates

Product
Organisation

Person
Educational org
Government org
Local Business

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


Ebay

AggregateRating Product > Offers

<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>

A working example of Product vocabulary on Ebay.com


IMdb
TVSeries > actors
AggregateRating

<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>

A working example of TVSeries vocabulary on IMdb


Rotten Tomatoes

Movie > director

<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>

A working example of Movie vocabulary on Rotten Tomatoes


MySpace

MusicGroup
MusicRecording

<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


TicketMaster

Event

<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


Recipes
Recipe > calories

Recipe > ingredient

<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!


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?


Read this SEOSkeptic post

“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.”

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

Q+A Time!

@seomoz & @SEOgadget

www.ngocthuy.org

Thuycuong.tk@gmail.com

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


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