Working with schema.org to improve SEO using Microdata

Most web developers know how to do basic SEO and build properly formatted code, but few utilize itemscope to tell the search engines what the data is talking about. Using itemscope allows the developer to tell the search engine whether they are talking about Ice Cubes for your drink or Ice Cube the actor.

How to use Microdata

Item Scope:

<div itemscope>
    <h1>The Social Network</h1>
    <span>Director: David Fincher (born August 28, 1962)</span>
    <span>Biography, Drama</span>
    <a href="http://www.imdb.com/video/imdb/vi145425945">Trailer</a>
</div>

Item Type: (See all Item Types)

<div itemscope itemtype="http://schema.org/Movie">
    <h1>The Social Network</h1>
    <span>Director: David Fincher (born August 28, 1962)</span>
    <span>Biography, Drama</span>
    <a href="http://www.imdb.com/video/imdb/vi145425945">Trailer</a>
</div>

Item Properties:

<div itemscope itemtype="http://schema.org/Movie">
    <h1 itemprop="name">The Social Network</h1>
    <span>Director: <span <strong>itemprop="director"</strong>>David Fincher</span> (born August 28, 1962)</span>
    <span itemprop="genre">Biography, Drama</span>
    <a href="http://www.imdb.com/video/imdb/vi145425945" itemprop="trailer">Trailer</a>
</div>

When to use Microdata

Microdata is a great way to add a ton of SEO to your site in very small ways as long as you are willing to take the time to add it for any structured data you have on your site.

Example of what you can do with this:

<div itemscope itemtype="http://schema.org/Offer">
    <span itemprop="name">Blend-O-Matic</span>
    <span itemprop="price">$19.95</span>
    <div itemprop="reviews" itemscope itemtype="http://schema.org/AggregateRating">
        <img src="four-stars.jpg" />
        <meta itemprop="ratingValue" content="4" />
        <meta itemprop="bestRating" content="5" />
        Based on <span itemprop="ratingCount">25</span> user ratings
    </div>
</div>

Reference: Getting started with schema.org using Microdata

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