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Adding Microdata to Your Website

Adding Microdata to Your Website

In 2012, Forthea will be using schema.org (collaboration of Google, Microsoft, and Yahoo!) to create microdata. Google currently supports rich snippets for people, events, reviews, productsrecipes, and breadcrumb navigation, so we start out by focusing on those. For clients with local business, we can also use LocalBusiness. When we have content created by an author with an author profile page, we can use author rich snippets.

So you might be wondering; why add microdata? 

  • Using structured markup helps search engines more precisely understand your content.
  • “Google doesn’t use markup for ranking purposes at this time—but rich snippets can make your web pages appear more prominently in search results, so you may see an increase in traffic.” – Google.

You should mark up only the content that is visible to people who visit the web page and not content in hidden div’s or other hidden page elements.

Helpful links:

Getting started. – Explains how to mark up content using microdata and why.

A full list of item types.

Rich snippets testing tool – Enter a web page URL to see how it may appear in search results. If rich snippets aren’t appearing for your site, see possible reasons why.


 In this example we are adding microdata to the source code of a client’s website. We will add the WebPage itemtype to each page with breadcrumbs and use that itemprop. We want to promote the local business, so we will add microdata for that on the location page (see below). We can also add microdata for Reviews on that page. Microdata is added below with client identifying info removed:

<body itemscope itemtype=”http://schema.org/WebPage”>

[skip down to breadcrumbs]

<div id=”breadcrumbs” class=”ez-box”>

<span><span class=”B_firstCrumb”>

<div itemprop=”breadcrumb”>

<a href=”/home.html” title=”CLIENT HOMEPAGE INFO”>Home</a></span><a class=”B_crumb” href=”/DUMMYSITE.html” title=”CLIENT INFO”>Locations</a><span class=”B_lastCrumb”><span>Alameda, CA</span></span></span></div>


<div itemscope itemtype=”http://schema.org/LocalBusiness”>


<span itemprop=”name”>CLIENT NAME</span></h1>

<p><span itemprop=”description”>CLIENT INFO HERE INCLUDES HYPERLINKS, SO WE INSERT MICRODATA FOR URLS<a itemprop=”url” href=”DUMMYSITE3.html”>Oakland</a>, and <a itemprop=”url” href=”oakland-services.html”></a> other areas in California.&nbsp;</span></p>

<p><span>Alameda Office</span><br />

<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>

<span itemprop=”streetAddress”>1111 CLIENT STREET ADDRESS</span><br />

<span itemprop=”addressLocality”>Alameda</span>,

<span itemprop=”addressRegion”>CA</span>

<span itemprop=”postalCode”>94501</span><br />


<span itemprop=”telephone”>510-111-1111</span><br />

<span itemprop=”faxNumber”>510-111-1112</span>Fax<br /></div>

Have questions or comments for our SEO or web development team? We want to hear them!

Terri Stevens
Terri Stevens is an SEO specialist for Forthea. She loves to travel, especially aboard cruise ships (floating casinos!), and spends free time with family and enjoying the outdoors.

1 Comment

  1. John 6 years ago

    I can’t find tutorials of where the generated code should be included. Thanks!

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