The document discusses various methods of marking up data on the web, including microformats, microdata, and RDFa, and their applications in enhancing SEO. It provides examples of how to mark up a Yorkshire pudding recipe using these methods, focusing on the structure and attributes needed for effective representation. Additionally, it highlights the potential increases in click-through rates (CTR) from implementing structured markup in web content.

1. Microformats
and SEO
Glenn Jones
BrightonSEO – Brighton
13 Apr 2012

5. Microformats
<p class="vcard">
<a class="fn url"
href="http://glennjones.net/">
Glenn Jones</a>
</p>
A method of marking up data with the pre-existing attributes of HTML. Uses
fixed schemes developed by an online community

6. Microdata (HTML5)
<p itemscope
itemtype="http://data-
vocabulary.org/Person">
<a href="http://glennjones.net/"
itemprop="url name">Glenn
Jones</a>
</p>
A method of marking up data with the HTML5 attributes.

7. RDFa
<p xmlns:v="http://rdf.data-
vocabulary.org/#"
typeof="v:Person">
<a href="http://glennjones.net/"
rel="v:url"
property="v:name">Glenn
Jones</a>
</p>
A method of marking up data with custom attributes and namespaces.

8. Microformats
vs
Microdata/RDFa

9. http://www.google.com/landing/recip
es/

10. Let’s mark-up a Yorkshire Pudding recipe page

11. http://codebits.glennjones.net/semantic/hrecipe.html

12. hRecipe - http://microformats.org/wiki/hrecipe

13. Recipe
http://www.google.com/support/webmasters/bin
/answer.py?hl=en&answer=173379

14. Add the top level class around the
HTML containing your data
<section class="hrecipe">
…
</section>

15. Add class names to the elements
within your HTML
<section class="hrecipe">
<h1 class="fn">Yorkshire
Puddings</h1>
…
</section>

16. One property can
live inside another
<p class="summary">Makes
<span class="yield">6 good size
Yorkshire pudding</span>, the way
my mum taught me
</p>

17. A property can have child properties
<li class="ingredient">
<span class="amount">75g</span>
<span class="name">plain flour</span>
</li>

18. A property can take data
from the text of an element or
another attribute
<img class="photo"
src="yorkshire-puddings.jpg" />

19. ISO DateTime
<date>T<time>Z<timezone>
2011-10-27T20:41Z-1:00
<p class="published">Published on
<span class="value-title"
title="2011-10-27">27 Oct 2011
</span></p>

20. http://www.google.com/webmasters/tools/richsnippets

21. Compound microformats
hRecipe
Review Author
hreview-aggregate hCard

22. hReview-aggregate
<p class="review hreview-aggregate">
<span class="rating">
<span class="average">4.0</span>
stars based on
<span class="count">35</span>reviews
</span>
</p>

23. Using a star image
<span class="average ">
<img
class="value-title"
title="4.5"
src="images/4-5stars.png" />
</span>

24. Author hCard
<p class="hcard author published">
Published on
<span class="value-title" title="2011-10-
27">27 Oct 2011</span> by
<a class="fn url"
href="http://glennjones.net">Glenn Jones
</a>
</p>

25. http://www.google.com/support/webmasters/bin/answer.
py?answer=1229920

26. Interlinking sites
Recipe site
rel=author rel=me
Author Google
Recipe Profile Profile

27. 30% uplift in CTR for rich snippet - retail use cases
Paul Bruemmer SearchEngineland
http://searchengineland.com/how-to-get-a-30-increase-in-ctr-with-
structured-markup-105830
5% uplift in CTR for rich snippet - AB tests
Richard Baxter SEOGadget
https://seogadget.co.uk/understanding-how-intention-influences-
search-result/

28. Thank you

29. Creative Commons Attribution-Non-Commercial 2.0
UK: England & Wales Licence.
Copyright Glenn Jones 2011
www.glennjones.net

30. Thanks to the following for their photos and artwork
The Hoover logo is trademark of the Hoover Company
http://www.flickr.com/photos/dithie/4106528495/