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Microdata, JSON-LD and schema.org

What is MICRODATA?

   Microdata (also RDFa or Microformats) is a semantic markup HTML pages for describing their content.
Google and other major search engines support schema.org to structure the data. This dictionary notes the standard definitions of the main types of information on the page for the key elements. More than 10000000 of the sites use the dictionary shema.org for marking up its web pages.

The data on the page can be structured in three different formats:

  • MICRODATA;
  • JSON-LD;
  • RDFa.

   Microdata and RDFa are defined using the new attributes in HTML markup and allow you to specify required fields for a particular data type with the shema.org. JSON-LD is the newest and the easiest. With it help  is possible to insert JSON in the page anywhere.

Why you need to use schema.org?

   In HTML5 introduced a new standard, which bring specific semantics to search engines. The page, with the placed structured data in external appearance not different from standard web pages, but are very important for search engines. By using microdata, search engines better understand the content of the web page and use this content to display in search results.

There are several types of structured data:

  Person - classification of information about a particular person. This can be information about the specific person or about the fictional character.
 

  Product - classification of  information about the product in the store. May contain information about the price, average rating, reviews, product description, etc.
 
  Event - marking certain events, such as concert, festival or conference.
 

  Organization - allows to note the contact information for your company.
  Movie - information about the film, directors, actors, etc.
 
  Book - microdata about the book, its author.
  Review - layout for reviews.

Where to start?

   If you are already interested in the layout  - you can just try to make a layout for any data type in the editor schema-creator. org . Just select the type of layout and fill in the required fields. As a result, you will receive a preliminary review and a sample layout that you can use on your website.
   Key attributes:
Itemscope - specifies which container contains information;
Itemtype - specifies the data type and is in the form of links schema.org. For example,
<div itemscope itemtype=" www.schema.org/Product>
Itemprop - additional information about the data characteristics of the data structure.
<span itemprop="name">Kenmore White 17" Microwave< / span> 

   Thus, the standard the product page without additional effort can be represented as structured data for search engines that will be able to use the content to display in search results.
Full list of available properties for each type of data you can find on the website schema.org  .

I ordered all of attributes, how to check if it is correct?

   Google provides a service to check the availability microdata in the markup of a web page: www.developers.google.com/structured-data/testing-tool/
By entering the URL of the page with the new markup validator will show the presence of a correctly created structure and suggest how to correct the mistakes, if any
 

   Additional features from google.com related to microdata .

Search the site for another page of search results google.com

 

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Helpful articles

www.developers.google.com/structured - data/testing-tool
www.json-ld.org/playground/index.html
www.schema-creator.org/
www.microdatagenerator.com
www.schema.org/docs/full.html

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