schemas >> schema.org >> take your website to a new level with schema markup
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Structured DataTake Your Website to a New Level with Schema Markup
From a web of Documents & DataTo a web of Information & Entities
Data
Values of qualitative or quantitative variables in raw or unorganized form such as alphabets, numbers, or symbols that refer to, or
represent, conditions, ideas, or objects
Data
Information
Data
Information
Why do Organizations Process Information?
“Reduce Uncertainty” and “Reduce Equivocality”
Data
Information
Requirements
Available
Consistent
Unambiguous
Reliable
Data
Information
Attributes
Properties (person, animal, or thing)
Characteristics (dimensions, weight, name, … )
Features (aspect, peculiarities, … )
Location(Continent, Country, City … )
Data
Information
Entity
Why Use Microdata?
Your web pages have an underlyingmeaning that people understandwhen they read the web pages.
But search engines have a limitedunderstanding of what is beingdiscussed on those pages.
Why Use Microdata?
Why Use Microdata?
By adding additional tags to the HTML of your web pages … you can help search engines and otherapplications better understand yourcontent and display it in a useful, relevant way.
Itemscope & Itemtype<div><h1>Avatar</h1><span>Director: James Cameron (born August 16, 1954)</span><span>Science fiction</span><a href="../movies/avatar-theatrical-trailer.html">Trailer</a>
</div>
“To begin, identify the section of the page that is "about" the movie Avatar. To do this, add the itemscope element to the HTML tag that encloses information about the item, like this:”
Itemscope & Itemtype<div itemscope><h1>Avatar</h1><span>Director: James Cameron (born August 16, 1954)</span><span>Science fiction</span><a href="../movies/avatar-theatrical-trailer.html">Trailer</a>
</div>
By adding itemscope, you are specifying that the HTML contained in the <div>...</div> block is about a particular item.
But it's not all that helpful to specify that there is an item being discussed without specifying what kind of an item it is. You can specify the type of item using the itemtype attribute immediately after the itemscope.
Itemscope & Itemtype<div itemscope itemtype="http://schema.org/Movie"><h1>Avatar</h1><span>Director: James Cameron (born August 16, 1954)</span><span>Science fiction</span><a href="../movies/avatar-theatrical-trailer.html">Trailer</a>
</div>
ItempropWhat additional information can we give search engines about the movie Avatar?
Movies have interesting properties such as actors, director, ratings.
To label properties of an item, use the itemprop attribute.
For example, to identify the director of a movie, add itemprop="director" to the element enclosing the director's name.
Itemprop<div itemscope itemtype="http://schema.org/Movie"><h1 itemprop=“name”>Avatar</h1><span>Director: <span itemprop=“director”> James Cameron</span> (bornAugust 16, 1954)</span><span>Science fiction</span><a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a></div>
This specifies that the item contained in the div is in fact a Movie, as defined in the schema.org type hierarchy. Item types are provided as URLs, in this case http://schema.org/Movie
Nesting Properties<div itemscope itemtype="http://schema.org/Movie"><h1 itemprop=“name”>Avatar</h1><span>Director: <span itemprop=“director”> James Cameron</span> (born August 16, 1954)</span><span>Science fiction</span><a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a></div>
<div itemscope itemtype=http://schema.org/Movie><h1 itemprop="name">Avatar</h1><div itemprop="director" itemscope itemtype=http://schema.org/Person>
<span>Director: <span itemprop="givenName"> James</span> <spanitemprop="familyName">Cameron</span> (born August 16, 1954)</span>
<meta itemprop="birthDate" content ="1954-08-16" /></div>
<span>Science fiction</span><a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a></div>
Before…
After…
https://developers.google.com/structured-data/testing-tool/
http://www.google.com/webmasters/tools/richsnippets
Meta Tags with Content
“Sometimes, a web page has information that would be valuable to mark up, but the information can't be marked up because of the way it appears on the page.”
http://schema.org/docs/gs.html#advanced
This technique should be used sparingly. Only use meta with content for information that cannot otherwise be marked up.
How to ProceedUseful Tips
Develop a ModelIdentify the Element which best fits with your market segment
(Travel, E-commerce, Legal, Manufacturing, Adult
Entertainment…)
Header
Footer
SidebarMainContentofPage
Test Test and Test again!It will take a number of iterations before you get this right and fit it
into your corporate CMS
The more you markup, the better it is!
Sante J. Achille
• Search Marketing Specialist
• Has analysed and optimized countless websites of all sizes and types in 20 years of professional activity
• Loves proverbs
• His motto: Why Be Normal?
• He thinks: “people should speak less and think more!
https://www.google.com/search?q=sante+j.+achille
https://www.evernote.com/pub/sjachille/cv
@sjachille