Feeds and Microformats – Optimisation beyond the site - Richard Baxter

Microformats
SAScon – Manchester - 2011
Richard Baxter – SEOgadget.co.uk
What are Microformats, how do they work and what can you do with them?

You’ll recognise this
Businesses and organisations can easily markup their addresses with hCard – there are really only a few key properties in hcard required to do this – here’s the documentation from Google

And this…
“Wow – I’m so delighted with my new Dualit toaster – arrived really quickly, too – thanks”
Rated: 5/5
Reviews are among the most popular types of data and they’re growing

And, this?
Matt CuttsPrincipal EngineerGoogle Inc+1 650-253-0000matt.cutts@google.com
You can mark up information in a webpage about a person using hcard, too. The additional attributes defined by the XFN properties (friend, contact and acquaintance) can be included, too.

And this?
Om nom nom

The problem with information
Venue
Country
Name
Post Code
Even the most advanced information retrieval techniques can do with a hand recognising data

Microformats
Microformats, RDFa and Microdata all attempt to achieve the same goal – adding structure to data found on the web

Reviews
Oh? Implement hreview – just don’t expect anything to happen with your retail site for now. Use the reviews attributes in your Google product feed

At least we have cake
*May not be “Best Ever” banana cake – my girlfriend’s banana cake is the best, and she says it’s all about Nigella Lawson

<div class="hrecipe">
<h2 class="fn">Recipe: <a class="url" href="http://www.nigella.com/recipes/view/banana-cake-3734">Banana Cake</a></h2>
<p class="summary"><strong>Summary</strong>: <This cake recipe is from the 1940s that was put together by the Women's Auxiliary in Alice Springs…</em></p>
<div class="ingredients">
<h3>Ingredients</h3>
<ul class="ingredients">
<li class="ingredient">1 cup sugar </li>
<li class="ingredient">1&1/2 cups self raising flour</li>
<li class="ingredient">1/2 cup butter </li>
<li class="ingredient">2 eggs</li><li class="ingredient">2 eggs</li>
</ul>
</div>
<div class="instructions">
<h4>Instructions</h4>
<li>Use a food processor Pre heat oven to 160C / gas mark 3 Add all ingredients and blend until well mixed Pour into lined loaf tin Bake for 1 hour Cool and enjoy If you are a nut lover, once ingredients are blended add 60g chopped walnuts and blend in to the mixture</li>
</div>
<p class="duration"><span class="hrlabel">Cooking time (duration): </span><span class="hritem">90</span></p>
<p class="yield"><span class="hrlabel">Number of servings (yield): </span><span class="hritem">8</span></p>
Posting on SEOgadget: Mark-up Your Recipes Online With hRecipe

class="ingredient"
class="cooktime"
class="nutrition“class="calories"

Seatwave got it right
hcalendar
hreview-aggregate
Markup your events with hCalendar: http://bit.ly/a8JRbt
Using hReview for your review pages: http://bit.ly/cMmicZ
Combining microformats is awesome – hreview-aggregate with hcalendar for the events

span title="2011-05-19T1500Z00" class="dtstart"
class=“url summary"
class="location vcard"
class="fn org"
class=“photo"

Microformats are everywhere
rel=“friend”
rel=“me”
rel=“nofollow”
Perhaps the most well known microformat of all, rel=“nofollow” was found in 2.23% of all links in SEOmoz’s April Linkscape update of 41.3 billion URLs

And can be used to get extra space in the SERPS
For a while – this grey text was found by Patrick Altoft in a class=“fn org url” attribute

But they can be lost

THANK YOU
richard@seogadget.co.uk
@richardbaxter
Thanks for listening! Check out our blog at SEOgadget.co.uk for more actionable guides and tips – or hire us for SEO, Conversion Rate Optimisation and bespoke technology consulting.

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Feeds and Microformats – Optimisation beyond the site - Richard Baxter

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