Microdata is the tagging method used in HTML5 to add semantic information, and Schema.org is the standard vocabulary for structured data. 1. Microdata marks content types and attributes through item scope, itemtype and itemprop attributes; 2. Schema.org provides common data standards to define how to describe various entities; 3. Common application scenarios include the structure of content such as articles, products, events, local merchants, etc.; 4. Microdata can enhance search display effect, improve click-through rates, and help search engines understand page content; 5. It is recommended to use tools such as Google Structured Data Testing Tool to verify the correctness of the code.

Using HTML5's Microdata (with Schema.org) to structure data is actually adding some tags to the content of the web page to tell search engines what these contents mean. For example, an article, a product, or a restaurant, so that search engines can better understand the page and may display richer information in search results.

What are Microdata and Schema.org?

Microdata is a way provided by HTML5 to add additional semantic information to the content in a web page. You can understand it as "label on label".
Schema.org is a structured data vocabulary jointly launched by companies such as Google, Microsoft, and Yahoo. It provides a common set of standards to tell us how to describe people, organizations, events, products, etc.

Simply put:

• Microdata is a way of writing, a tool
• Schema.org is a set of standards that tell you what to write

How to use Microdata in HTML?

The basic structure is to add several attributes to the HTML tag: itemscope , itemtype and itemprop .

For example, you want to label a piece of information about a book:

 <div itemscope itemtype="http://schema.org/Book">
  <h2 itemprop="name">"Three-Body Problem"</h2>
  <p>Author: <span itemprop="author">Liu Cixin</span></p>
  <p>Published Date: <time itemprop="datePublished">2008-05-01</time></p>
</div>

here:

• itemscope means this is a structured data block
• itemtype indicates which type of data this is (here is Book)
• itemprop marks the content corresponding to each specific attribute

After writing this way, the search engine can recognize that it is a book, its name, author and publication time.

What are the common application scenarios?

Common uses include but are not limited to the following:

• Article/Blog : indicate the title, author, release date, abstract, etc.
• Product page : Price, inventory, rating, brand and other information
• Activity page : time, place, organizer, etc.
• Local merchants : address, phone number, business hours, ratings, etc.
• Video or picture content : duration, uploader, preview picture, etc.

For example, a restaurant page can use the following structure:

 <div itemscope itemtype="http://schema.org/Restaurant">
  <h3 itemprop="name">Laozhang Noodle Restaurant</h3>
  <p>Address: <span itemprop="address">No. 8, XX Road, Chaoyang District, Beijing</span></p>
  <p>Rating: <span itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
    <span itemprop="ratingValue">4.7</span> points (<span itemprop="reviewCount">128</span> reviews)
  </span></p>
</div>

It is very common to use multiple item types in nesting. For example, in the above example, aggregateRating is a substructure.

What are the benefits of using Microdata?

• Enhanced search display effect : It helps generate Rich Snippets, such as star ratings, prices, time, etc., directly displayed in search results
• Improve click-through rate : visually attract users to click more
• Help search engines understand content : It is especially useful for new websites or websites with complex content

But be aware of:

• Don't pile up irrelevant data for the sake of rich summary
• Make sure that the content marked is consistent with the actual page content, otherwise you may be punished by search engines.

Tool recommendation and verification methods

Google provides an online verification tool called Structured Data Testing Tool , which can glue the HTML you wrote to see if there are any errors or where it can be optimized.

Other tools include:

• Structured data testing capabilities of Bing Webmaster Tools
• The HTML validator of W3C also supports some Microdata checks

It is recommended to run verification every time after writing structured data to ensure there are no spelling errors or nesting errors.

Basically that's it. Microdata is not complicated, but it can easily fail to work due to minor negligence. As long as you write according to the standards defined by Schema.org and then check with the verification tool, there will generally be no problem.

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