What Microdata Is and How It Impacts SEO

Search engine optimization involves several types of data. Metadata in web page titles, addresses and page descriptions provides information to search engine users. Microdata is a machine-readable markup format that identifies page elements for search engines. Learn more about how microdata SEO can enhance search results for pages on your website.

What Is Microdata SEO?

Microdata is a structured data format embedded in HTML 5 code. This schema markup consists of defined elements that specify the types of information on web pages. Microdata in SEO can identify any of the following types of structured data:

• Article
• Blog post
• Event
• FAQ
• Rating
• Review

Many other data types are also available. Some of the essential elements in this markup code include “item scope,” which indicates whether or not a page contains microdata, along with elements such as “itemprop” and “itemtype” for defining property and type. 

Web developers and SEO professionals include microdata annotations in HTML code within body tags. Based on your level of experience, you can look up schemas and manually add markup to the code for pages on your website or use an automated tool to generate data tags.

How Should You Use Microdata in SEO?

Search engines reference structured data to display rich results. Google introduced rich snippets back in 2009 as a way to display the most relevant information on search engine results pages (SERPs). Based on search queries and the types of data on a site, rich snippets can include images, price ranges, ratings or reviews.

Microdata SEO involves annotating page elements on your website. You can start by creating data tags and adding valid markup to the code for pages on your site. Once search engine crawlers re-index the HTML, pages on your site could start appearing as rich search results. Adding microdata or other schema markup code to your site does not guarantee enhanced results, but it makes pages on your site eligible for this feature.

Does Microdata Affect Search Rankings?

Structured data markup is not currently a ranking factor for Google or the other leading search engines. In other words, pages with schema markup will not necessarily outrank pages without structured data. Microdata SEO can lead to more detailed search results, which have the potential to raise click-through rates.

An analysis of over 4.5 million queries reported a click-through rate of 58% for rich results, compared to 41% for standard results. Rich results for FAQs had an average click-through rate of 87% and a rate as high as 91% without branded keywords. The opportunity to stand out on SERPs and provide potential site visitors with more useful information than competing sites can make including microdata in SEO worthwhile.

How Does Microdata Compare to Other Types of Schema Markup?

Microdata is one of three schema markup formats commonly used for web pages. This format is best for smaller websites that contain less complex types of data. It is relatively easy for a user who is familiar with HTML to grasp the concept of microdata and implement this markup directly in the code for a website.

Microdata was cutting edge when programmers were starting to adopt HTML 5 between 2008 and 2014. Now, a scripting language has become the preferred format for the leading search engine. As of 2019, Google prefers the use of JavaScript Object Notation for Linked Data (JSON-LD) for schema markup. JSON-LD uses a script that is not embedded in HTML and can be easier to add to websites, edit, review, troubleshoot or remove if necessary.

The third type of markup for structured data is Resource Description Framework in attributes or RDFa. JSON-LD and RDFa generally require more technical know-how than microdata for SEO, but you have the option to use free automated tools to generate and test any type of markup.

What Is the Easiest Way to Add Microdata to Web Pages?

The Google Structured Data Markup Helper simplifies the process of adding data tags to any website. This tool displays a web page on the left side and data items on the right. As you highlight various page elements, the Structured Data Markup Helper will suggest data tags. 

After you finish tagging data, click “Create HTML” in the top right corner to generate markup. The Structured Data Markup Helper defaults to JSON-LD, but you can click on the name of this format in the top menu to access a drop-down menu with other formats. When you select microdata, this tool automatically converts markup for you to embed in HTML code. 

No matter which schema you prefer to use, it is a good idea to run code or scripts through the Google Rich Results Test before adding structured data to your website. You can also use the Schema Markup Validator or the Markup Validator in the Webmaster Tools for Microsoft Bing to check the formatting of microdata for other search engines.

FAQs

Site owners often have questions about the role of microdata in SEO. Find out more about what microdata is and how this schema markup can optimize web pages to display rich snippets in search results.

What Is SEO Microdata?

Search optimization with microdata labels page elements to help search engines determine the context of information. Embedding markup in the code of a website is the best way to indicate specific data that could appear in results on SERPs.

What Is Microdata Used For?

The primary purpose of microdata is to clarify the types of data on web pages. Structured data helps search algorithms detect information. Once this code gets indexed, search engines can reference microdata to display rich results.

What Are the Benefits of Microdata SEO?

Microdata identifies specific elements on web pages to allow for more informative search results. The SEO specialists at BKA Content can recommend ways to use microdata or other schema markup formats on web pages and blog posts. Choose an organic SEO package for high-quality content complete with data tags that can increase the visibility of information on your website.