Structured Data

Microdata (or microformatting) helps machines better understand the meaning of the content within documents. It typically comes in the form of additional mark up within the HTML code itself. Currently, there are three competing standards for adding complete microdata to webpages: microdata, RDFa microdata and microformatting.

Destined to become the prevailing microdata standard, was founded and is publically supported by search giants Google, Bing and Yahoo. provides a way to mark up content by adding attributes to existing HTML tags and has a regularly expanding library of schemas and vocabularies.

Example – marked up local restaurant

<div itemscope itemtype=“”>
<span itemprop=“name”>L'Amourita Pizza</span>
Located at
<div itemprop=“address” itemscope itemtype=“”>
<span itemprop=“streetAddress”>123 Main St</span>,
<span itemprop=“addressLocality”>Albuquerque</span>,
<span itemprop=“addressRegion”>NM</span>
<img itemprop=“logo” src=“” />
Phone: <span itemprop=“telephone”>206-555-1234</span>
<a href=“” itemprop=“url”>Visit our website</a>

For more information see


RDFa is another way to add meaning to existing HTML tags. It is based on the Resource Description Framework and works by declaring vocabularies and defining the type of each tag as well as the property that the robot should look at.

Example – marked up local restaurant:

<div vocab=“” typeof=“Organization”>
<span property=“name”>L'Amourita Pizza</span>
Located at
<div property=“address” typeof=“PostalAddress”>
<span property=“streetAddress”>123 Main St</span>,
<span property=“addressLocality”>Albuquerque</span>,
<span property=“addressRegion”>NM</span>.
<img property=“logo” src=“” />
Phone: <span property=“telephone”>206-555-1234</span>
<a href=“” property=“url”>Visit our website</a>

More information can be found here:


Microformats were designed to be simple and compatible with all current systems; it uses the class value of existing HTML elements to add meaning to the content.

Example – marked up local restaurant

<div class=“vcard”>
<span class=“fn org”>L'Amourita Pizza</span>
Located at
<div class=“adr”>
<span class=“street-address”>123 Main St</span>, <span class=“locality”>Albuquerque</span>, <span class=“region”>NM</span>.
<img class=“logo” src=“” alt=“logo” />
Phone: <span class=“tel”>206-555-1234</span>
<a href=“” class=“url”>Visit our website</a>

More information –