Annzo SEO: Microformats, microdata, RDFs and the so-called schemas are sets of standards used to mark up data specified in the body of the HTML code. For example, you can highlight their company name, address, telephone number, etc. on their website using special tags. Such data is often referred to the organized and become widely used by webmasters with the development of the Semantic Web.
“What does this have to do with SEO?” you may ask. The point is, structuring the information on your site makes it easier for search engines to recognize it. In effect, your site may rank higher in Google and other search engines. At the same time semantically data markers looks more attractive in the SERPs (think of formatted), leading to higher click-through rates and better conversions.
Today sees the structural data of the entire search results. Almost everything that is not a title or description is semantically markup information: company address, phone number and hours of operation, the product evaluation and reviews, etc.
The difference between the microdata/RDFa and Microformats, and Schema.org
There are several sets of standards that can be used to denote information semantically. Semantic structuring is constructed on the basis of existing HTML standards. Among the available formats today are Microformats, microdata/RDFa, Schema.org and others.
They differ in syntax and many other features, but their goal is essentially the same.
Microformats are widely accepted patterns of semantic structuring in HTML, used to highlight people’s properties, events, blog posts, reviews and Tags on web pages. For example, here is an example of the hCard (HTML code fragment, talk about a person) Microformats:
In order to preserve the anonymity is another set of standards used in HTML5. For example, here is an excerpt from the structural data relating to a person:
RDFa is a W3C data formats set recommended by the Organization, which allows the predicate expression object semantics in XHTML documents. Here’s an example:
Schemas are based on microdata models supported by Google, Bing, Yahoo and Yandex. The intent of the initiative was to create a single schema, a common standard for structured data search engines you can use.
Schemes offer enhanced vocabulary, which allows you to create a broader range of Tags. For example, when describing the local business, one can determine its name, address and telephone number, as well as its founder, workers, village, region, working hours and other information.
To see an example, go here.
So in conclusion, Microformats, anonymised microdata and RDFa are sets of semantic structural formats introduced by different artists in different time periods.
What are the structural standards schemas to data built on top (recommended by the major search engines) in order to preserve anonymity, having an extended vocabulary.
Using structured data to improve the ranking of your site and CTR
As has been said before, search engines for structured data, because it helps them make it easier to retrieve information from the site and to better understand what it is about the website. In this connection, the use of semantically data markers provide more exposure for one brand.
Let’s talk about the different kinds of search, in which structured data can help you have a higher rank and increase the click-through rate:
Web search (mixed results)
- Information about the author and the image (by tag)
- Reviews & ratings
- Information about the company and the people, etc.
- News related image
- The name of the Publisher
- The address of a local business,
- Hours of work,
- Longitude and latitude
- Reviews and evaluation of the Zagat/Google (Google acquired the Zagat and adopted its rating system)
- Picture of food
- Ratings and reviews
- The image of the product
- Operating System
Getting structured data resurface in search results; the advantage is that inspires clicks, giving it an advantage over competitors.
And as has been said before, search engines give preference to information structure using schemas (as opposed to data markers vie Microformats or RDF), standards which can be found at schema.org. So using schemas semantically mark up necessary data in your site is the best practice.
A few words on Google knowledge graph
It is highly likely that the support for rich snippets and structured data will increase on the Internet in the future. Clear signs that are introduced recently Google Chart knowledge, as well as an update to it (so-called “Carousel” knowledge graph results appearing at the top of one search).
Only the introduction of chart knowledge means that Google is moving towards multi-media search results, which is impossible to achieve without relying on structured data.
So if you have thought seriously about using structured data on the web site, it is high time to do so. Perform semantic marking as much information on your website as you can-and see your site move up the search results.
To test the structural data formats for accuracy, you can use Google rich snippets testing tool.
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