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Microformats schemaorg

Microformat là một loại dữ liệu có cấu trúc đã được mã hóa về mặt ngữ nghĩa nằm bên trong tài liệu HTML, ví dụ thông tin liên hệ (hCard), các ý kiến (hReviews), ...

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Microformats schemaorg

  1. 1. Microformats & Real life Use Cases Richard Baxter | CEO, SEOgadget Daniel Butler | Senior SEO ConsultantTweet with webinar attendees:#websieureTechnical problems or feedback:Please email
  2. 2. What’s structured data? I like it. What is it?Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  3. 3. 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 thisChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  4. 4. And this… “Wow – I’m so delighted with my new Dualit toaster – arrived really quickly, too – thanks” Rated: 5/5 Reviews are a hugely popular type of data…Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  5. 5. And, this? Matt Cutts Principal Engineer Google Inc +1 650-253-0000 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.Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  6. 6. And this? Om nom nom That’s a recipe, for a delicious banana cake, with frosting…Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  7. 7. The problem with information Venue Country Name Zip Code Even the most advanced information retrieval techniques can do with a hand recognising dataChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  8. 8. This is a cake. *May not be “Best Ever” banana cake – my girlfriend’s banana cake is the best, and she says it’s all about Nigella LawsonChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  9. 9. Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  10. 10. <div class="hrecipe"><h2 class="fn">Recipe: <a class="url"href="">BananaCake</a></h2><p class="summary"><strong>Summary</strong>: <This cake recipe is from the1940s that was put together by the Womens Auxiliary in AliceSprings…</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 allingredients and blend until well mixed Pour into lined loaf tin Bake for1 hour Cool and enjoy If you are a nut lover, once ingredients areblended 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: Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  11. 11. class="ingredient"class="cooktime" Check out Google Recipe search as a (in my opinion) an excellent example of a search UI driven by structured data…Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  12. 12. Microformats are everywhere - rel=“me” - rel=“author” Matt Cutts was a contributing author to the rel=“nofollow” elemental Microformat spec back in 2005… Rel=“me” has been around in XFN since foreverChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  13. 13. And can be used to get extra space in the SERPS class=“fn org url” Patrick at Blogstorm wrote about this: phone-numbers-h1-tags-in-rich-snippets/Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  14. 14. But they can be lostChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  15. 15. Single listings This is very difficult to filter out, but Google are asking for spam reports specifically related to rich snippets spamChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  16. 16. They have a strong impact on CTR Our rich snippet, transactionally worded variation won at 26.32% CTR in 2nd place, compared to 21% without Check out: result/Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  17. 17. What are Microformats?Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  18. 18. Here’s some information on a webpage… The Pizza Shop Yep. Just a bit of 123 Fake Street text. Nothing to Faketown Business see here… Location Fakeshire FA12 KE1 Rating: Review by: Sarah Review “OMG! That was like, the best lunch I ever had! Awesome!” “A World of Welsh Lamb” Wednesday, 6 October 12:00 - 14:00 Leadenhall Market Event 45-52 Leadenhall Market, City, EC3V 1LR To you and me, blocks of text such as addresses look like addresses, we recognise them easily.Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  19. 19. What are Microformats? Aha! You mean The Pizza Shop The Pizza Shop 123 Fake Street Faketown Contact details over on Fake Fakeshire Street FA12 KE1 <div class="vcard"> <span class="fn org">The Pizza Shop</span> <div class="adr"> <span class="street-address">123 Fake Street</span>, <span class="locality">Faketown</span>, <span class="region">Fakeshire</span>. </div> </span> Phone: <span class="tel">123-456-789</span> <a href="" class="url"></a> </div> hCard is used for understanding address data in reviews and events Local citations / address data for Google place pagesChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  20. 20. <span class="adr"> <span class="street-address">221-222 Shoreditch High Street</span><br> <span class="locality">London</span><br> <span class="postal-code">E1 6PJ</span><br> <span class="country-name">UK</span><br> Check out the hcard address markup on our homepageChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  21. 21. hResume hCardChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  22. 22. Rating: That Pizza restaurant must Review by: Sarah Review be great! “OMG! That was like, the best lunch I ever had! Awesome!” <div class="hreview"> <span class="item"> <span class="fn">The Pizza Shop</span> </span> Reviewed by <span class="reviewer">Sarah</span> on <span class="dtreviewed"> Jan 6<span class="value-title" title="2009-01-06"></span> </span>. <span class="summary">A great place to eat!</span> <span class="description">OMG! That was like, the best lunch I ever had! Awesome!</span> Rating: <span class="rating">5.0</span> </div> hReview - Used for: rich snippets in organic search results Twitter: #mozinar Questions? Use GoToWebinar panel
  23. 23. Techradar use hreview in the reviews page markup – and the rich snippet testing tool is aware of their open graph implementation, too.Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  24. 24. “A World of Welsh Lamb” Wednesday, 6 October 12:00 - 14:00 Mmmmm… Leadenhall Market Welsh Lamb. I’ll be Event there! 45-52 Leadenhall Market, (om nom nom nom) City, EC3V 1LR <div class="vevent"> <a href=“../london/event/a-world-of-welsh-lamb-670246/" class="url summary">A World of Welsh Lamb</a> <span class="description">Mmmm delicious. Every Wednesday for six weeks Leadenhall Market is becoming a shrine to the deliciousness of Welsh lamb...</span> <span class="dtstart"> 12:00 <span class="value-title" title="2010-10-06T1200Z00"></span></span> <span class="dtend">14:00<span class="value-title" title="2010-10-06T1400Z00"></span></span> <div class="location vcard"> <span class="fn org">Leadenall Market</span>, <span class="adr"> <span class="street-address">45-52 Leadenall Market</span> <span class="locality">London</span>, <span class="postal-code">EC3V 1LR</span> </span> hCalendar: Used for rich snippets in organic search results Twitter: #mozinar Questions? Use GoToWebinar panel
  25. 25. class="geo adr" title="52.575813;-0.244033“ class=“locality” class=“dtstart” class=“summary” class=“fn org” Ents 24 have a very complete integration including the geo coordinates on “geo adr”Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  26. 26. Shiny, awesome and 100% made by search engine staffersChat: Twitter: #mozinar Questions? Use GoToWebinar panel
  27. 27. What is Structured data + Extended Vocabulary Microdata Microformats RDFa <div itemscope itemtype=“”> More on Schema: Twitter: #mozinar Questions? Use GoToWebinar panel
  28. 28. Article Blog by Type Book ItemList City, Country, State Map Civic Structure MediaObject Landform Movie Event Landmarks MusicPlaylist Local Business MusicRecording Creative works Residence Painting Place Photograph Recipe Review Sculpture TVEpisode TVSeason TVSeries Job posting WebPage Language WebPageElement Offer Intangible Quantity Geo Coordinates Product Organisation Person Educational org Government org Local Business Twitter: #mozinar Questions? Use GoToWebinar panel
  29. 29. Ebay AggregateRating Product > Offers<div itemscope itemtype=""><img src="!!d-4vB!!mM~$(KGrHqZ,!mEEy+jCzGFUBM87bKTK1g~~_35.JPG"alt="Logitech Revue With Google TV" itemprop="image"><div class="pnr-txt" itemprop="description">The Logitech Revue is a media streamer with Google TV, which servesas a complete entertainment system. With its Ethernet Interface, this Logitech Smart TV allows you to downl</div><a itemprop="aggregateRating" itemtype="" href="#pbe-rvws"><span itemprop="ratingValue" content="4"></span><span itemprop="ratingCount" content="80"></span>User reviews <span itemprop="reviewCount">80</span><div itemprop="offers" itemscope="itemscope" itemtype="">New<span itemprop="price">$149.98</span><span itemprop="priceCurrency" content="USD"></span></div><div itemprop="offers" itemscope="itemscope" itemtype="">New: other<span itemprop="price">$79.99</span><span itemprop="priceCurrency" content="USD"></span></div> A working example of Product vocabulary on Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  30. 30. IMdb TVSeries > actors AggregateRating<div id="content-2-wide" class="redesign" itemscope itemtype=""><img src=""alt="Heroes Poster" title="Heroes Poster" itemprop="image" /><h1 class="header" itemprop="name">Heroes<span>(II)</span><span class="tv-series-smaller">(TV Series 2006&ndash;2010)</span></h1><div class="star-box giga-star" itemprop="aggregateRating" itemscope itemtype=""><span itemprop="ratingValue">7.1</span>/<span itemprop="bestRating">10</span><span itemprop="ratingCount">34,156</span><p itemprop="description">They thought they were like everyone else... until they woke with incredible abilities.</p><a href="/name/nm0171059/" itemprop="actors">Jack Coleman</a>, <a href="/name/nm0659363/" itemprop="actors">Hayden Panettiere</a>and <a href="/name/nm0893257/" itemprop="actors">Milo Ventimiglia</a> A working example of TVSeries vocabulary on IMdb Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  31. 31. Rotten Tomatoes Movie > director<body id="" itemscope itemtype="" ><img src="" alt="Inception" title="Inception" itemprop="image" /><h1 class="movie_title"><span itemprop="name">Inception (2010)</span></h1><meta itemprop="awards" content="Certified Fresh" /><div itemprop="aggregateRating" itemscope itemtype=""><span itemprop="ratingValue">86</span><meta itemprop="bestRating" content="100" /><meta itemprop="worstRating" content="0" />Reviews Counted: <span itemprop="reviewCount">281</span><br /><span itemprop="contentRating">PG-13</span><a href="/movie/browser.php?movietype=1&genre=9"><span itemprop="genre">Drama</span></a>,<a href="/movie/browser.php?movietype=1&genre=1"><span itemprop="genre">Action & Adventure</span></a>,<a href="/movie/browser.php?movietype=1&genre=13"><span itemprop="genre">Mystery & Suspense</span></a>,<a href="/movie/browser.php?movietype=1&genre=14"><span itemprop="genre">Science Fiction & Fantasy</span></a><p itemprop="director" itemscope itemtype=""><a href="/celebrity/christopher_nolan/" itemprop="url"><span itemprop="name">Christopher Nolan</span></a></p> A working example of Movie vocabulary on Rotten Tomatoes Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  32. 32. MySpace MusicGroup MusicRecording<div id="ProfileMusicPlayer" itemscope itemtype=""><li data-songId="75405428" itemprop="tracks" itemscope itemtype=""><span itemprop="name">Pyro</span><meta itemprop="duration" content="PT4M10S" /><meta itemprop="url" content="" /><meta itemprop="inAlbum" content="Come Around Sundown" /><meta itemprop="interactionCount" content="UserPlays:152270" /> A working example of Music Group vocabulary on MySpace Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  33. 33. TicketMaster Event<div itemscope itemtype=""><h1 itemprop="name">Red Hot Chili Peppers Tickets</h1><h2 class="txt16" itemprop="description">Red Hot Chili Peppers Tickets and Concert Dates</h2><tr itemprop="events" itemscope="itemscope" itemtype=""><time datetime="2012-03-29T19:30:00-04:00" itemprop="startDate"></time><span itemprop="location"><a class="event" href="">Tampa Bay Times Forum </a></span><span itemprop="name description">Red Hot Chili Peppers</span><a itemprop="url" href="">Find Tickets</a> A working example of Event vocabulary on TicketMaster Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  34. 34. Recipes Recipe > calories Recipe > ingredient<div itemscope itemtype="”><h1 itemprop="name">Soft Chicken Tacos</h1><img itemprop="photo" src="" /><p itemprop="summary"><p>Forty percent of WOWs cafeteria sales...</p><span itemprop="yield">4 servings (serving size: 3 tacos)</span><ul itemprop="nutrition" itemscope itemtype=""> <li>Calories:<span itemprop="calories“>329</span></li> <li>Fat:<span itemprop="fat“> 12.5g</span></li> <li>Saturated fat:<span itemprop="saturatedFat“>3.5g</span></li><li itemprop="ingredient" itemscope itemtype=""><span itemprop="amount">1 teaspoon</span><span itemprop="name"> chili powder</span><span itemprop="preparation"></span></li><li itemprop="ingredient" itemscope itemtype=""><span itemprop="amount">1/2 teaspoon</span><span itemprop="name"> salt</span></li><ol itemprop="instructions“><li>Prepare grill...</li></ol><span itemprop="author">Cooking Light</span><span itemprop="published">SEPTEMBER 2006</span><span itemprop="recipeType">Main Dishes</span><span itemprop="recipeType">Mexican</span><span itemprop="recipeType">Poultry</span> Oh wait, where’s the schema here! Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  35. 35. Breadcrumb<body itemscope itemtype=""><div id="breadcrumb-nav" itemprop="breadcrumb"><strong>You are here:</strong><a href="/">Home</a> ><a href="/type/">Used Cars</a> ><a href="/type/used-Audi/ ">Used Audi</a> ><a href="/type/used-Audi/A3/ ">Used Audi A3</a>2011 Audi A3 Black 5dr</div> Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  36. 36. Tools•• hRecipe helper for Chrome• Microformats for Chrome• Microdata Tool• Bing WMT• Google’s Rich Snippets Testing Tool• Twitter: #mozinar Questions? Use GoToWebinar panel
  37. 37. Should I do this stuff?Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  38. 38. Read this SEOSkeptic post “Sites with structured markup will appear in the results of more queries, rank better than non-structured web pages for those queries, and have a greater visibility both in linked and "direct answer" verticals.” Enjoyable read - intentions/Chat: Twitter: #mozinar Questions? Use GoToWebinar panel
  39. 39. Q+A Time! @seomoz & @SEOgadget Twitter: #mozinar Questions? Use GoToWebinar panel