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Microdata for products, shops and websites.

What is Microdata?

In HTML 5 you can now add microdata in your code. This allows you to add extra information about the text on your page. For our shops we have already done this for you so you don't need to do anything. However we thought we would write this article for anyone wanting to find out more about how Microdata can be used for products and in other helpful places.

In the HTML 5 specification there are many different categories of microdata (they call them itemtypes) that can be used. For example if you are talking about a place you have been to on your page you can use the Place itemtype to embed information like; address, reviews, photos, events and location. This information can then potentially be used to understand what you are talking about better.

This is an example of what the microdata would look like for a simple product:

<div itemscope itemtype="http://data-vocabulary.org/Product" > <h1 class="prodname" itemprop="name">Handmade Bracelet</h1> <img src="productimages/c000255/p048537_m_250pxBracelet.jpg" alt="Handmade Bracelet" name="main" class="ProductImage" id="main" itemprop="image"/> <span itemprop="offerDetails" itemscope itemtype="http://data-vocabulary.org/Offer"><h3>£<span itemprop="price">5.40</span></h3></span><br /> <span itemprop="stock">4</span> <span itemprop="availability" content="in_stock">in stock</span>. <meta itemprop="currency" content="GBP" /> <strong>Description:</strong><br /> <div class="proddesc" itemprop="description">Description would go here </div> </div>

Potentially this is how Google could use it:

Use of Micro Data and Rich Snippets to display a product price and reviews on Google.
Use of Micro Data and Rich Snippets to display a product price and reviews on Google.

List of Microdata types:

Here are some of the more important itemtypes, but I will put a full list of itemtypes at the bottom because I dont want to clutter the page

  • Blog
  • Review < - Used by Google
  • Thing
  • Creative Work
  • Article
  • Recipe < - Used by Google
  • Webpage
  • Event < - Used by Google
  • Organisation
  • Person < - Used by Google
  • Place
  • Product <- Used by Google
  • Movie < - Used By Google
  • Offer < - Used By Google

How is this information used?

All of this information is purely optional, however the SEO improvement alone is a reason to implement it. At the moment that is the only real use for this information, however I envision in the future this information will be used by many places, especially browsers, that will make good use of it to provide benefits to the users of these websites.

Even though Google, Yahoo and Bing are all meant to use the standard that has been set by schema.org, Google is the only one of the three that has definitive web pages that say what data they use and how they use it, both Bing and Yahoo have no information about how they use the information or when they will implement it.

Google have an excellent tool here:
http://www.google.com/webmasters/tools/richsnippets

That allows you to try and and test the information you put on a page, and Google will show you how it could possibly use it.

Try entering the URL of one of our product on that page to find out how we have implemented micro data, we have spent a lot of care getting our microdata looking just right on Google because our whole business relies on our products getting high and looking good on Google.

Use of Micro Data and Rich Snippets to display a product price and reviews on Google.
Use of Micro Data and Rich Snippets to display a product price and reviews on Google.

We have even implemented AggregateOffer on our products so Google can display both the price of the item and the rating it has at the same time (even though at the time of writing this the Google documentation has inaccuracies that probably stop other websites from correctly doing this).

We also send extra information like the brand and ISBN number to help your products get found to the best possible audience.

Microdata Examples

Here is a simple example of how microdata would look on a page:
<div itemscope itemtype="http://data-vocabulary.org/Product" itemprop="itemreviewed"> <h1 class="prodname" itemprop="name">Handmade Bracelet</h1> <h2>Sale 25% off!</h2> <img src="productimages/c000255/p048537_m_250pxBracelet.jpg" alt="Handmade Bracelet" name="main" class="ProductImage" id="main" itemprop="image"/> <form id="form1" name="form1" method="GET" action="Input/AddToBasket.php?product=48537"> <input name="AttributeID" type="hidden" value="48863" /> <span itemprop="offerDetails" itemscope itemtype="http://data-vocabulary.org/Offer"><h3>PRICE: Was: <del>£7.20</del> Now: £<span itemprop="price">5.40</span></h3></span><br /> <span itemprop="stock">4</span> <span itemprop="availability" content="in_stock">in stock</span>. Quantity: <input name="quantity" type="text" id="quantity" value="1" size="4" maxlength="4" /> </form> <p><a href="cart.php?c=255&cat=bracelets">View other products in the <span itemprop="category">bracelets</span> category. </a></p> <span style="display:none;" itemprop="seller">Lucy's Handmade Jewellery</span> <span style="display:none;" itemprop="brand">Handmade</span> <span style="display:none;" itemprop="category">Apparel & Accessories > Jewelry > Bracelets</span> <span style="display:none;" itemprop="identifier"></span> <meta itemprop="currency" content="GBP" /> <span style="display:none;" itemprop="condition" content="new"></span> <strong>Description:</strong><br /> <div class="proddesc" itemprop="description">Description would go here but it's so long we have removed it. </div> </div>

However I will put up a longer list of microdata examples soon.

Full list of Microdata types:

  • Thing
  • CreativeWork
  • Article < - I predict it will be used more in the future
    • BlogPosting
    • NewsArticle
    • ScholarlyArticle
  • Blog < - I predict it will be used more in the future
  • Book < - I predict it will be used more in the future
  • ItemList
  • Map
  • MediaObject < - I predict it will be used more in the future
    • Audio
    • Image
    • MusicVideo
    • Video
  • Movie < - Used By Google
  • MusicPlaylist
    • MusicPlaylist
  • MusicRecording
  • Painting < - I predict it will be used more in the future
  • Photograph
  • Recipe < - Used By Google
  • Review < - Used By Google
  • Sculpture
  • TVEpisode < - Used By Google
  • TVSeason < - Used By Google
  • TVSeries < - Used By Google
  • WebPage < - I predict it will be used more in the future
    • AboutPage
    • CheckoutPage
    • CollectionPage
      • ImageGallery
      • VideoGallery
    • ContactPage
    • ItemPage
    • ProfilePage
    • SearchResultsPage
    • WebPageElement < - Made redundant because of new HTML5 tags
      • SiteNavigationElement < - Made redundant because of new HTML5 tags Nav
      • Table
      • WPAdBlock
      • WPFooter < - Made redundant because of new HTML5 tag Footer
      • WPHeader < - Made redundant because of new HTML5 tag Header
      • WPSideBar < - Made redundant because of new HTML5 tag Sidebar
    • Event < - Used By Google
      • BusinessEvent
      • ChildrensEvent
      • ComedyEvent
      • DanceEvent
      • EducationEvent
      • Festival
      • FoodEvent
      • LiteraryEvent
      • MusicEvent
      • SaleEvent
      • SocialEvent
      • SportsEvent
      • TheaterEvent
      • UserInteraction
        • UserBlocks
        • UserCheckins
        • UserComments
        • UserDownloads
        • UserLikes
        • UserPageVisits
        • UserPlays
        • UserPlusOnes
        • UserTweets
      • VisualArtsEvent
    • Intangible
      • Enumeration
        • BookFormatType
        • ItemAvailability
        • OfferItemCondition
      • JobPosting
      • Language < - I predict it will be used more in the future
      • Offer < - Used By Google
        • AggregateOffer < - Used By Google
      • Quantity < - I predict it will be used more in the future
        • Distance
        • Duration
        • Energy
        • Mass
      • Rating < - Used By Google
        • AggregateRating < - Used By Google
      • StructuredValue
        • ContactPoint
          • PostalAddress < - I predict it will be used more in the future
        • GeoCoordinates < - I predict it will be used more in the future
        • GeoShape
        • NutritionInformation
      • Organization < - I predict it will be used more in the future
        • Corporation
          • EducationalOrganization
            • CollegeOrUniversity
            • ElementarySchool
            • HighSchool
            • MiddleSchool
            • Preschool
            • School
          • GovernmentOrganization
          • LocalBusiness < - I predict it will be used more in the future
            • AnimalShelter
            • AutomotiveBusiness
              • AutoBodyShop
              • AutoDealer
              • AutoPartsStore
              • AutoRental
              • AutoRepair
              • AutoWash
              • GasStation
              • MotorcycleDealer
              • MotorcycleRepair
            • ChildCare
            • DryCleaningOrLaundry
            • EmergencyService
              • FireStation
              • Hospital
              • PoliceStation
            • EmploymentAgency
            • EntertainmentBusiness
              • AdultEntertainment
              • AmusementPark
              • ArtGallery
              • Casino
              • ComedyClub
              • MovieTheater
              • NightClub
            • FinancialService
              • AccountingService
              • AutomatedTeller
              • BankOrCreditUnion
              • InsuranceAgency
            • FoodEstablishment
              • Bakery
              • BarOrPub
              • Brewery
              • CafeOrCoffeeShop
              • FastFoodRestaurant
              • IceCreamShop
              • Restaurant
              • Winery
            • GovernmentOffice
              • PostOffice
            • HealthAndBeautyBusiness
              • BeautySalon
              • DaySpa
              • HairSalon
              • HealthClub
              • NailSalon
              • TattooParlor
            • HomeAndConstructionBusiness
              • Electrician
              • GeneralContractor
              • HVACBusiness
              • HousePainter
              • Locksmith
              • MovingCompany
              • Plumber
              • RoofingContractor
            • InternetCafe
            • Library
            • LodgingBusiness
              • BedAndBreakfast
              • Hostel
              • Hotel
              • Motel
            • MedicalOrganization
              • Dentist
              • Hospital
              • MedicalClinic
              • Optician
              • Pharmacy
              • Physician
              • VeterinaryCare
            • ProfessionalService
              • AccountingService
              • Attorney
              • Dentist
              • Electrician
              • GeneralContractor
              • HousePainter
              • Locksmith
              • Notary
              • Plumber
              • RoofingContractor
            • RadioStation
            • RealEstateAgent
            • RecyclingCenter
            • SelfStorage
            • ShoppingCenter
            • SportsActivityLocation
              • BowlingAlley
              • ExerciseGym
              • GolfCourse
              • HealthClub
              • PublicSwimmingPool
              • SkiResort
              • SportsClub
            • Store
              • AutoPartsStore
              • BikeStore
              • BookStore
              • ClothingStore
              • ComputerStore
              • ConvenienceStore
              • DepartmentStore
              • ElectronicsStore
              • Florist
              • FurnitureStore
              • GardenStore
              • GroceryStore
              • HardwareStore
              • HobbyShop
              • HomeGoodsStore
              • JewelryStore
              • LiquorStore
              • MensClothingStore
              • MobilePhoneStore
              • MovieRentalStore
              • MusicStore
              • OfficeEquipmentStore
              • OutletStore
              • PawnShop
              • PetStore
              • ShoeStore
              • SportingGoodsStore
              • TireShop
              • ToyStore
              • WholesaleStore
              • StadiumOrArena
              • TennisComplex
            • TelevisionStation
            • TouristInformationCenter
            • TravelAgency
          • NGO
          • PerformingGroup
            • DanceGroup
            • MusicGroup
            • TheaterGroup
          • SportsTeam
        • Person < - Used By Google
        • Place < - I predict it will be used more in the future
          • AdministrativeArea
            • City
            • Country
            • State
          • CivicStructure
            • Airport
            • Aquarium
            • Beach
            • BusStation
            • BusStop
            • Campground
            • Cemetery
            • Crematorium
            • EventVenue
            • FireStation
            • GovernmentBuilding
              • CityHall
              • Courthouse
              • DefenceEstablishment
              • Embassy
              • LegislativeBuilding
            • Hospital
            • MovieTheater
            • Museum
            • MusicVenue
            • Park
            • ParkingFacility
            • PerformingArtsTheater
            • PlaceOfWorship
              • BuddhistTemple
              • CatholicChurch
              • Church
              • HinduTemple
              • Mosque
              • Synagogue
            • Playground
            • PoliceStation
            • RVPark
            • StadiumOrArena
            • SubwayStation
            • TaxiStand
            • TrainStation
            • Zoo
          • Landform
            • BodyOfWater
              • Canal
              • LakeBodyOfWater
              • OceanBodyOfWater
              • Pond
              • Reservoir
              • RiverBodyOfWater
              • SeaBodyOfWater
              • Waterfall
            • Continent
            • Mountain
            • Volcano
          • LandmarksOrHistoricalBuildings
          • LocalBusiness
            • AnimalShelter
            • AutomotiveBusiness
              • AutoBodyShop
              • AutoDealer
              • AutoPartsStore
              • AutoRental
              • AutoRepair
              • AutoWash
              • GasStation
              • MotorcycleDealer
              • MotorcycleRepair
            • ChildCare
            • DryCleaningOrLaundry
            • EmergencyService
              • FireStation
              • Hospital
              • PoliceStation
            • EmploymentAgency
            • EntertainmentBusiness
              • AdultEntertainment
              • AmusementPark
              • ArtGallery
              • Casino
              • ComedyClub
              • MovieTheater
              • NightClub
            • FinancialService
              • AccountingService
              • AutomatedTeller
              • BankOrCreditUnion
              • InsuranceAgency
            • FoodEstablishment
              • Bakery
              • BarOrPub
              • Brewery
              • CafeOrCoffeeShop
              • FastFoodRestaurant
              • IceCreamShop
              • Restaurant
              • Winery
            • GovernmentOffice
              • PostOffice
            • HealthAndBeautyBusiness
              • BeautySalon
              • DaySpa
              • HairSalon
              • HealthClub
              • NailSalon
              • TattooParlor
            • HomeAndConstructionBusiness
              • Electrician
              • GeneralContractor
              • HVACBusiness
              • HousePainter
              • Locksmith
              • MovingCompany
              • Plumber
              • RoofingContractor
            • InternetCafe < - I predict it will be used more in the future
            • Library < - I predict it will be used more in the future
            • LodgingBusiness
              • BedAndBreakfast
              • Hostel
              • Hotel < - I predict it will be used more in the future
              • Motel
            • MedicalOrganization < - I predict it will be used more in the future
              • Dentist
              • Hospital
              • MedicalClinic
              • Optician
              • Pharmacy
              • Physician
              • VeterinaryCare
            • ProfessionalService
              • AccountingService
              • Attorney
              • Dentist
              • Electrician
              • GeneralContractor
              • HousePainter
              • Locksmith
              • Notary
              • Plumber
              • RoofingContractor
            • RadioStation
            • RealEstateAgent
            • RecyclingCenter
            • SelfStorage
            • ShoppingCenter
            • SportsActivityLocation
              • BowlingAlley
              • ExerciseGym
              • GolfCourse
              • HealthClub
              • PublicSwimmingPool
              • SkiResort
              • SportsClub
              • StadiumOrArena
              • TennisComplex
            • Store
              • AutoPartsStore
              • BikeStore
              • BookStore
              • ClothingStore
              • ComputerStore
              • ConvenienceStore
              • DepartmentStore
              • ElectronicsStore
              • Florist
              • FurnitureStore
              • GardenStore
              • GroceryStore
              • HardwareStore
              • HobbyShop
              • HomeGoodsStore
              • JewelryStore
              • LiquorStore
              • MensClothingStore
              • MobilePhoneStore
              • MovieRentalStore
              • MusicStore
              • OfficeEquipmentStore
              • OutletStore
              • PawnShop
              • PetStore
              • ShoeStore
              • SportingGoodsStore
              • TireShop
              • ToyStore
              • WholesaleStore
            • TelevisionStation
            • TouristInformationCenter
            • TravelAgency
          • Residence
            • ApartmentComplex
            • GatedResidenceCommunity
            • SingleFamilyResidence
          • TouristAttraction
        • Product < - Used By Google





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