[Tip] Marking up Your HTML with Microdata

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  • SEO
  • |
Creating rich snippets using markup language helps Google display information in SERPs. This in turn helps web masters increase CTR in SERPs and will enable websites to rank better. There are a handful of content types that you can markup and I thought I would share some useful ones and what to do on a web page to make sure the data shows up in SERPs (if Google decides to use it which they generally do).

Ranking in Local Search
If you have a local business with a physical address, you can mark that content up so that it shows up in search results and Google maps. Of course it may show up anyway however you can markup address content so exactly what you want to see shows up and not something else you hadn't planned on.

Here is how you would mark up a basic address:

<div itemscope itemtype="http://schema.org/Organization"> 
   <span itemprop="name">Your Business Name</span> 
   <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
      <span itemprop="streetAddress">Your Business Street Number and Name</span>,
      <span itemprop="addressLocality">Your Business City</span>,
      <span itemprop="addressRegion">Your Business State</span>.
  <img itemprop="logo" src="http://www.example.com/logo.jpg" />
   Phone: <span itemprop="telephone">Your Business Phone Number</span>
   <a href="http://www.example.com/" itemprop="url">http://www.example.com</a>

Detailed Product Information in Search
When people search for products, they like to see all the info on something like price, brands, reviews, and other descriptive information before clicking through to a website. In fact not having that information may mean users are more likely to click through to another products website because yours doesn't tell them what they want to know.

These properties can help you show detailed information in search related to products you are selling:

<span itemprop="price">Your Item Price</span>
<span class="rating">3.5</span>
(note that this is an aggregate rating out of 5 stars).
<span itemprop="brand">Your Company name or Product's brand name name</span>
There are a host of other attributes like offerdetails, currency, availability, highprice, lowprice and offercount among many others. If you are running an ecommerce site it is important to markup as many products as you can with this information.

Promoting Events
Using SEO to promote events is a good way to get more eyeballs on something that is happening soon. Here again you can get content that users want to see before clicking through to a website right on the SERP.

<span itemprop="summary">The name of event</span>
<span itemprop="location">The location of the event</span>
<span itemprop="description">a description of the event</span>
Other properties include eventType, geo location, photo, tickets, ticketAggregate, startdate and enddate.

Note that this is markup for the microdata format and there are some other formats accepted. For the microdata format, these attributes must be encased in a div like this:

<div itemscope itemtype="http://data-vocabulary.org/name of content">
[Do you use markup to create rich snippets in search? Have you found it to increase click through rates or sales?
#html #marking #microdata #tip
  • Profile picture of the author yukon
    IMO this is the direction Google is going, which is a good thing since it helps tweak the search result listings.

    Related thread: Google launches in-depth articles feature
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    • Profile picture of the author Mike Anthony
      they of course will make sure that its not given to spam like meta tags etc were but Google has been making it clear they are going in this direction for about two years or more.

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  • Profile picture of the author deezn
    Do you recommend putting this on every page or just a specific page? I can add it in the script area? OR content/body area?
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