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Microdata is a new development that is likely to have a significant impact on the search engine optimization (SEO) industry. The objective of this study was to determine the effect of microdata on search engine optimization. The attitudes and experiences of search engine optimization professionals were explored to determine if, and how, microdata fits into their overall search engine optimization strategy both now and in the future. The study also explored the level of effort required and the payoff that was expected as a result of incorporating microdata into web pages. The results of the study will provide search engine optimization professionals with a better understanding of the importance of microdata to other industry professionals and will help them determine the possible importance of microdata to their own overall search engine optimization strategy.