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Microdata Schema for SERP Optimization

By
James Gibbons

Learn how Microdata SEO can improve your search engine page rankings.

Microdata Schema for SERP Optimization

When individuals read a web page, they comprehend its underlying meaning. Users use on-page cues to understand the contents of a page. For a search engine, the story is different.

Search engines crawl the code of a web page. They require extra HTML elements that state,

"Hey, search engine, this HTML code defines the exact information about this web page and its contents."

Since search engine crawling is a crucial aspect of SEO, there are multiple ways to add additional code snippets and improve how well search engines understand your page.

Microdata schema is a tool that helps search engines comprehend and display your web page. Microdata schema can enhance your SERP performance manifold and be the key to gaining a competitive advantage.

We discuss Microdata SEO and its benefits in this blog. Get a better ROI on your website by understanding how Microdata works.

Structured Data: Benefits and Understanding

Structured data is a defined method for giving page information and categorizing page content to search engines. It organizes and labels website content to help search engines comprehend what a website is about and display relevant search results correctly.

Microdata schema is structured data that helps optimize your web page for search engines. It is an HTML code that enhances your web page’s code for search engine bots.

Since microdata and structured data directly communicate with search engine bots, they have several SEO benefits.

1. Improved Visibility: Structured data makes it easier for search engine bots to understand better and index a website’s content, leading to improved visibility in search engine results.

2. Rich Snippets: Structured data can help generate rich snippets or cards in SERPs, improving click-through rates.

3. Improved Targeting: Microdata additions can help target your web pages for top keyword clusters. Structured data allows for more precise targeting of relevant search terms, allowing websites to appear for relevant searches and draw in more qualified users.

4. Better Search Engine Rankings: The better a bot understands your page, it will rank your web page for multiple user queries. Structured data makes indexation easier and helps search engines understand website content, which can lead to better search engine rankings.

5. Increased Credibility: Structured data helps establish trust and credibility in the eyes of search engines, allowing websites to stand out from the competition. It can also generate brand awareness and improve your authority in the eyes of your target customers.

Learn more about structured data and Schema Markup here.

What is Microdata Schema Markup?

Microdata is a specific semantic markup language that provides machine-readable information about web documents. Microdata allows search engines and other applications to interpret better and understand the context of the content on web pages.

Microdata markup code can help improve the structure and organization of a webpage so that search engines can better understand the content. Microformats or microdata is one method of implementing schema code on your website.

The other techniques include JSON-LD and RDFa.

It is an HTML-based markup embedded directly into the HTML code of a web page. Microdata allows developers to embed data within websites and is typically used to improve search engine optimization (SEO) and search engine visibility.

For example, the microdata schema might include tags that describe the product name, price, availability, reviews, and other related information.

Microdata Schema Markup code has several different elements. The essential elements are the item scope, itemprop, item type, itemid, and itemref.

Microdata Element Description
Itemscope It helps define the scope of the microdata. The itemscope property is a Boolean element that indicates whether or not this page contains Microdata.
Itemprop Itemprop defines the microdata property (name-value).
Itemtype It is a URL that defines the language used for microdata encoding and offers context for the characteristics.
Itemid It's a Microdata item's global identifier.
Itemref Itemref returns a collection of element IDs together with their different characteristics. The itemref attribute may only be used in conjunction with the itemscope element.

The table is not an exhaustive list. There are several other elements available to refine further and describe the content.

When using microdata Schema Markup, ensure all elements are defined and the code is correct. Correct implementation of Schema Markup code will ensure that search engines can fully interpret the page’s content and display it to users for relevant queries.

Additionally, it is essential to keep the microdata up to date as search engines may use outdated or incorrect data.

Example of Microdata Schema

The technical language of microdata codes can confuse those new to the field. So let's give an example of what microdata would look like if we didn't use HTML code.

Example of Microdata Code Embedded in HTML
Example of Microdata Code Embedded in HTML

When you search for a keyword, say, ‘bats,’ the search engine won't know if you're talking about the nocturnal animal or the baseball bat. Search engines demand that you be more particular with your content to index a website properly.

Microdata code additions help improve contextual relevance and semantic search. The search engine will know you're talking about an animal or baseball bat if you put microdata (code that defines your content) in your title and information. It may then advertise your material to anyone searching for that particular content.

What is Schema Markup data?

Search engines have limited knowledge of website content; hence developers can use Schema Markup to assist search engines in getting a better understanding of a page's content.

The schemas are semantic vocabulary elements developed and supported by major search engine providers like Google, Microsoft, Yahoo, and Yandex. Schema.org vocabulary helps content creators and website developers how to use Schema Markups on their websites.

Using the correct Schema Markup for a term informs search engines what your data means; schema.org offers users more information about a search they've performed. Search engines can thus provide users with more tailored responses to inquiries via enhanced rich snippets rather than random results with little or no relevance to the query they've received.

Microdata v/s RDFa v/s JSON+LD

Implementing Schema Markup code can be done in multiple ways, and microformat or microdata is just one way. So why use microdata over other formats?

1. Microdata is easier to understand and maintain than other formats like RDFa, which tends to be verbose with more complex syntax.

2. Microdata is easier to integrate into existing code thanks to its simple markup syntax and structured data vocabulary. It makes it easier to add metadata to existing HTML elements.

Even though JSON+LD is Google's preferred way of adding structured data to a page, using microdata has no impact on SERP rankings. Search pilots conducted a study to see if one particular format was better.

While their test result was inconclusive, they concluded that the format did not impact SERP performance. Choosing a type is based on your ease of implementation.

Microdata is a markup language that can be easily inserted into HTML, making it more straightforward for those without coding skills to implement the schema. On the other hand, JSON+LD requires more technical knowledge to insert the code correctly in the HTML.

Microdata is best for basic information like events, organizations, products, and reviews. Advanced items like movies, TV shows, and recipes can utilize JSON+LD.

The advantage of using JSON+LD schema code is that it is easier to read and debug. JSON+LD code is also better suited for more complex data. Microdata is better suited for smaller websites, whereas JSON+LD is better for larger websites with more complex data.

Overall, each implementation has its advantages and disadvantages. Ultimately the decision to use either microdata or JSON+LD should be based on the website's needs and the technical capabilities of the team managing it.

Microdata SEO: How does it work?

Search engines crawl through a website, scan its code, and then display it for users to access on their site. Microdata makes a search engine's job a hundred times simpler since the information they're looking for is available in a computer-friendly manner.

Now that we have understood the different schema formats, let us look at how microdata assists in SERP performance and aids your SEO strategy.

1. Microdata enriches your web page entry on search engine indexes. It adds an extra layer of meaning to the content on a web page, making it easier for search engines to identify what the page is about and display it in relevant search results.

2. The microdata markup can include information about the product, such as price, dates, ratings, and reviews, which search engines can use to provide more detailed, accurate search results for users.

3. Using microdata can also help improve your pages' visibility in the SERPs. For example, product pages that use microdata can appear in the “rich snippets” section of the SERPs, which makes them stand out from the other search results.

4. Microdata can also help improve your website's click-through rate (CTR). Rich search snippets & a search engine-optimized web page will mean targeted SERP results. It will help increase website traffic and improve your SEO performance.

Incorporating microdata into your SEO strategy can improve SERP performance and give you an edge over competitors. Microdata can make your pages stand out in the SERPs and give you an edge over your competition by providing more relevant information about your products or services.

Where to Use Microdata SEO on your Website?

Microdata should be implemented on all pages on your site. It’s important to remember that search engines will only associate your page with microdata if it is linked to other pages on your website.

Microdata should be added more than just pages relevant to your topic. Every page on your website should include microdata.

It would be best if you implemented microdata on all pages on your site. Insert micro data schema code into a page's <head> section by adding attributes/elements. Each element must be within the opening and closing <div> tag. Learn the correct way to implement microdata.

You can implement microdata schema on the following pages:

1. Home Page: The home page is the most crucial page of your website, and it’s a great place to start implementing microdata. Using rich snippets on the home page, you can give potential visitors a taste of your website and provide important information such as ratings and reviews. A few microdata schemas you can add here include Organization, Website, and Reviews & Ratings.

2. Blog Posts: Adding microdata to blog posts is a helpful way to draw attention to the blog post. Adding additional information, such as author information and publication date, can help boost the visibility of your post. Your blog pages can include microdata like Articles, Blog posts, and FAQ schemas.

3. Product Listing Pages: Microdata on product listing pages assist in building a relationship between development and their category. It also provides helpful information to customers, such as price, availability, and shipping information. Product microdata will also ensure that products get a Google shopping experience listing.

4. Service Pages: Similar to products, you can also add Service microdata to add relevant information about your service. It will enhance your SERP listing when a user seeks assistance in your niche.

5. Landing Pages: Adding microdata to landing pages can help draw attention to the page. Rich snippets can provide helpful information such as ratings, reviews, and prices, which can entice visitors to learn more and take action.

There are multiple microdata schema codes that you can add to your web pages. See the schema.org library and get the correct code format for implementation.

Validate Microdata Schema with Google

You may run your code through Google’s Rich Results Testing Tool, which allows you to see your website through Google's eyes.

The tool will help troubleshoot issues with your structured data markup, ensuring the correct microdata schema format is published. It can detect any errors that prevent your web pages from appearing as rich results in Google Search.

Head to the tool and paste the URL where you inserted your code. If you still need to publish the page, select the 'code' tab and paste your code.

Click 'Test URL' or 'Test Code' and see Google check the code for errors.

You can receive three types of validation results:

Types of Validation Results Using Google's Rich Results Testing Tool
Types of Validation Results Using Google's Rich Results Testing Tool

1. Green: The code has been correctly implemented and shows no errors. Green checks are the ideal result you should expect. In this case, deploy the code or submit the page for indexation.

2. Yellow: The code is correctly implemented but lacks enhancements. A yellow result merely represents suggestions for improvement. You can choose to enhance your code or ignore and deploy. Enhancement recommendations do not negatively impact your SERP performance.

3. Red: The tool has detected an error. Your code is either in the incorrect format or missing vital entities. The device will highlight the error that you should fix. Once you have corrected it, rerun the test and deploy when there is no error.

NOTE: Rich Results tool can only help track how rich results will look on Google SERPs. For other generic schemas, use the Schema Validator tool.

By validating your Microdata Schema with Google, you can be sure your page will appear correctly in Google Search results. It will help to improve your website’s visibility and make it easier for visitors to find the information they need.

Common Mistakes to Avoid in Microdata SEO


While adding Microdata to your website’s HTML code, you need to avoid the common mistakes businesses often commit:


1. Make sure that microdata is appropriately encoded and structured.

2. Use the correct HTML tags to mark up microdata.

3. Provide the valid itemtype attribute in all the microdata markups.

4. Include all the relevant properties in the microdata markups.

5. Remember to include the microdata information on all web pages.

6. Keep the microdata information up-to-date.

7. Keep checking the accuracy and consistency of microdata markups regularly.

Final Thoughts on Microdata SEO

Search engines are constantly updating their algorithm and enhancing how they display content to users. The biggest challenge for companies is to keep themselves up to date with these changes and make necessary changes to their websites.

One of the most extensive updates that search engines bring to their algorithm is providing additional information to users on the SERPs. You can give this information to your users through Schema Markup, such as microdata.

Microdata is a rich Schema Markup that helps you to communicate better with search engines. Using Schema.org markups within the microdata section of HTML tags, you can help search engines better understand your content and generate more click-throughs from relevant search results. Use microdata throughout your website and update it regularly to keep it relevant for the best possible results.

Once you have added microdata schema code, you must regularly check and compare the Schema Markups for all your web pages with your competitors. A robust SEO platform can help test and deploy Schema Markups at scale across your website. These tools allow you to confidently deploy Schema Markup, ensuring that your optimization efforts will improve your rankings and visitors.

Scale your Microdata SEO efforts with Quattr!

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Microdata SEO FAQs

What is Microdata Schema?

Microdata schema is an HTML markup web admins can use to incorporate structured data on their websites. It helps search engines understand the website's content and its structure. Microdata helps search engines index and rank the website in the search results.

Should you use Microdata or JSON+LD?

It depends on who is managing and implementing your SEO. If you have an experienced webmaster, they can evaluate which format is best for you. Microdata is an HTML-based format that can be easier to implement and read. JSON+LD is a JavaScript object inserted into the web page's HTML. JSON+LD can be more challenging to debug, but it's a better choice for automated implementations. Ultimately, you should use the one that fits your organization better.

What is the difference between Microdata SEO and Metadata SEO?

Microdata SEO and Metadata SEO are different in their usage. Search engines use microdata to know more about the page elements, whereas searchers use metadata to understand the content. Microdata comprises HTML and CSS code, whereas metadata includes page titles and meta descriptions describing the web page's content.

About The Author

James Gibbons

James Gibbons is the Senior Customer Success Manager at Quattr. He has 10 years of experience in SEO and has worked with multiple agencies, brands, and B2B companies. He has helped clients scale organic and paid search presence to find hidden growth opportunities. James writes about all aspects of SEO: on-page, off-page, and technical SEO.

About Quattr

Quattr is an innovative and fast-growing venture-backed company based in Palo Alto, California USA. We are a Delaware corporation that has raised over $7M in venture capital. Quattr's AI-first platform evaluates like search engines to find opportunities across content, experience, and discoverability. A team of growth concierge analyze your data and recommends the top improvements to make for faster organic traffic growth. Growth-driven brands trust Quattr and are seeing sustained traffic growth.

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