Microdata, JSON-LD & Schema.org

Rich Snippets: Everything You Need to Know

Guide to Generating Rich Snippets

This guide has been created to provide a quick and easy way of generating different types of rich snippets for your website, using a combination of Schema.org and either Microdata or the recently endorsed JSON-LD. Snippet example:

Generating rich snippets

I must point out that before you proceed with integrating any form of mark-up, you should be aware of the guidelines provided by Google, and Bing. Any attempt to mark-up content that is invisible to users, or content that is irrelevant/misleading just to generate the rich snippet may result in action being taken against your website. I hope that you find this guide useful, and if you have any questions please fire away in the comments, or just say hi @dbseo – Dan Butler.

Quick Start

  1. INTRODUCTION
    1. What is Microdata?
    2. What is JSON-LD?
    3. What is Schema.org?
    4. Why use mark-up?
  2. INTEGRATING SCHEMA.ORG
    1. Using Review Data to Enhance Your Search Result Snippets
    2. Draw Attention to your Products with Richer Snippets
    3. Maximise the Impact of Editorial Reviews in Search
    4. Swoop a Grammy by Marking-up Movie Content
    5. Bring Your TV Listing Search Results to Life
    6. Show Business Credibility in Search Results
    7. Use Recipe Mark-up to Generate Appetising Rich Snippets
    8. Add Authenticity & Trust to Mobile App Listings
    9. Promote Software Applications in Search Results
    10. Tell Us About Yourself with Person Mark-up
    11. Sell Tickets for Multiple Events with a Single Search Listing
    12. Dramatically Increase Size of Search Results for Audio Coverage
    13. Generate Rich Media Listings with Video Mark-up
    14. Create Interactive Breadcrumb Trails for your Search Listings
    15. Logo & Social Site Links in Knowledge Graph
    16. SearchAction – Site Links Search Box
    17. Adding InDepth Article Markup
  3. TOOLS & USEFUL RESOURCES
    1. Tools
    2. Plug-ins
    3. Useful Resources

Introduction

What is Microdata?

Microdata (like RDFa and Microformats) is a form of semantic mark-up designed to describe elements on a web page e.g. review, person, event etc. This mark-up can be combined with typical HTML properties to define each item type through the use of associated attributes. For example, ‘Person’ has the properties name, url and title – attributes can be applied to HTML tags to describe each property:

<div itemscope itemtype="http://data-vocabulary.org/Person">
Name: <span itemprop="name">Daniel Butler</span>
Website: <a href="https://builtvisible.com" itemprop="url">builtvisible.com</a>
Title: <span itemprop="title">Head of SEO</span>
</div>
  1. Itemscope – is an indicator that the content within this <div> is an item.
  2. Itemtype – describes what the item is, in the above instance ‘Person’.
  3. Itemprop – describes each property of the specific item.
Further Reading: About microDATA – Google Webmaster Help, HTML Microdata – W3C

What is JSON-LD

Based on the popular JSON format, the linked data format JSON-LD allows webmasters to define the context of the data contained through the use of types and properties. When combined with Schema.org, these properties follow a standardised mark-up supported by major search engines, and joins Microdata & RDFa as methods for integration. Unlike Microdata & RDFa, JSON-LD offers greater ease of implementation with all the necessary mark-up contained within inline <script> tags, instead of wrapping HTML properties. However, as elegant and lightweight that JSON-LD is, there are some potential road blocks. In some instances it’s just not practical to mark-up content, for example that on a larger scale, as the content would need to be effectively repeated within the script tags in order to validate. Also as the mark-up is invisible, the likelihood of marking up content that is not on the visible page increases, which is against search engine usage guidelines. It is for these reasons that Google in particular still favours Microdata & RDFa for marking up HTML content.

Further Reading: What is JSON-LD – JSON-LD.org, JSON-LD – Google Developers, Structured Data Testing Tool (New) – Google Developers.

What is Schema.org?

Schema.org is a universally supported vocabulary extension by Google, Microsoft and Yahoo! for mark-up languages such as Microdata. It is designed to make the lives of webmasters easier, by offering one standardised mark-up understood by all the major search engines. Currently, Schema.org is compatible with Microdata, RDFa and JSON-LD.

Further Reading: What is Schema.org – Schema.org, Schema.org FAQ – Google Webmaster Help.

Why use mark-up?

Marking up content on your website can:

Schema.org review mark-up rich snippet test

Integrating Schema.org

1. Using Review Data to Enhance Your Search Result Snippets

1.1 Example live snippet

Schema.org review snippet

1.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/AggregateRating The average rating based on multiple ratings or reviews.
http://www.schema.org/Review A review of an item e.g. product or movie.
http://www.schema.org/Rating An individual rating given for an item.
Itemprop attributes utilised:
Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“description” Describe the item being marked up. All
itemprop=“aggregateRating” The overall rating, based on a collection of reviews or ratings of the item. CreativeWork
itemprop=“ratingValue” The rating for the content. Rating
itemprop=“reviewCount” The total number of reviews. AggregateRating
itemprop=“author” The author of this content. HTML 5 rel=author tag can be utilised instead. CreativeWork
itemprop=“datePublished” Date of first broadcast/publication. CreativeWork
itemprop=“reviewRating” The rating given in this review. Rating
itemprop=“reviewBody” The actual body of the review. CreativeWork
itemprop=“worstRating” The lowest possible rating. Rating Rating
itemprop=“bestRating” The highest possible rating. Rating

1.3 The mark-up

The following code examples form the bare-bone template mark-up for review data. The first part of this example forms the aggregate rating, and could be utilised by itself to generate the rich snippet from point 1.1:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Product",
"name": "[the name of the product]",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "[rating]",
"reviewCount": "[number of reviews]"
}
}
</script>
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">[the name of the product]</span>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">[rating]</span> stars – based on
<span itemprop="reviewCount">[number of reviews]</span> reviews
<div>
</div>

The second piece of mark up should be utilised on each review, this also adds further validity to the aggregate rating defined above:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Product",
"name": "[the name of the product]",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "[rating]",
"reviewCount": "[number of reviews]"
},
"review": [
{
"@type": "Review",
"name": "[review title/summary]",
"author": "[name of reviewer]",
"datePublished": "[date in ISO format e.g. 2012-04-15]",
"description": "[the actual user review text]",
"reviewRating": {
"@type": "Rating",
"bestRating": "[highest possible rating]",
"ratingValue": "[rating given by reviewer]",
"worstRating": "[lowest possible rating]"
}
}
]
}
</script>
<div itemprop="review" itemscope itemtype="http://schema.org/Review">
<span itemprop="name">[review title/summary]</span> - by
<span itemprop="author">[name of reviewer]</span>,
<meta itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]">April 15th, 2012
<div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
<meta itemprop="worstRating" content="[lowest possible rating]">
<span itemprop="ratingValue">[rating given by reviewer]</span>/
<span itemprop="bestRating">[highest possible rating]</span>stars
</div>
<span itemprop="description">[The actual user review text]</span>
</div>

1.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Further Reading: Review Schema.org Creator – Raven Tools, Rich Snippets: Reviews Video – Google Webmaster Help, Review & AggregateRating – Schema.org

2. Draw Attention to your Products with Richer Snippets

2.1 Example live snippet

Extending the capability of the review mark up for products can lead to this type of rich snippet:

Schema.org review mark-up rich snippet test

2.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/Product Describes a product on sale.
http://www.schema.org/Offer Describes a products offer details.
http://www.schema.org/AggregateRating The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“description” Describe the item being marked up. All
itemprop=”price The price stated for a product. Offer
itemprop=”aggregateRating The overall rating, based on a collection of reviews or ratings of the item. CreativeWork
itemprop=”ratingValue The rating for the content. Rating
itemprop=”reviewCount The total number of reviews. AggregateRating

2.3 The mark-up

Exploiting review mark-up for a product with offer details:


<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Product",
"name": "[product name]",
"offers": {
"@type": "Offer",
"price": "[product sale price]",
"priceCurrency": "[currency in 3 letter ISO 4217 format e.g. USD]"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "[aggregate rating given]",
"reviewCount": "[number of reviews]"
}
}
</script>
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">[product name]</span>
<span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<span itemprop="price">[product sale price]</span>
</span>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">[aggregate rating given]</span> stars – based on
<span itemprop="reviewCount">[number of reviews]</span> reviews
</div>
</div>

As an aggregate review rating has been given for this product, the individual corresponding user reviews will need to be marked up using the code identified in part two of point 1.3.

2.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Schema.org product mark-up rich snippet test

2.5 Extending this mark-up

By altering the /Offer segment of the code to the below we can add a price range to the snippet:

Schema.org AggregateOffer rich snippet test

JSON-LD DISPLAYED IN ITS ENTIRETY:
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Product",
"name": "[product name]",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "[aggregate rating given]",
"reviewCount": "[number of reviews]"
},
"offers": {
"@type": "AggregateOffer",
"lowPrice": "[lowest product price]",
"highPrice": "[highest product price]",
"priceCurrency": "[currency in 3 letter ISO 4217 format e.g. USD]"
}
}
</script>
<span itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer">
<span itemprop="lowPrice">[lowest product price]</span> to
<span itemprop="highPrice">[highest product price]</span>
</span>

This can be further extended to include ‘In Stock’ within the rich snippet by including the following line also within the /Offer segment:

"availability": "http://schema.org/InStock"
<link itemprop="availability" href="http://schema.org/InStock" >

Further Reading: Product Schema.org Creator – Raven Tools, Rich Snippets: Products – Google Webmaster Help, Product & Offer – Schema.org

3. Maximise the Impact of Editorial Reviews in Search

3.1 Example live snippet

Individual reviews in an editorial format can also be marked up to generate an extension of the ratings snippet to include the author name and publication date:

Editorial review mark-up using Schema.org

3.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/Review A review of an item e.g. product or movie.
http://www.schema.org/Rating An individual rating given for an item.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“itemreviewed” The name of the item being reviewed. Review
itemprop=“worstRating” The worst possible rating. Rating
itemprop=“bestRating” The highest possible rating. Rating
itemprop=“ratingValue” The rating for the content. Rating
itemprop=“datePublished” The publication date of the review. Review
itemprop=“author” The name of the author. Review

3.3 The mark-up

The mark-up for an editorial review:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Review",
"itemReviewed": "[The item being reviewed]",
"reviewRating": {
"@type": "Rating",
"bestRating": "[best rating]",
"worstRating": "[worst rating]",
"ratingValue": "[rating received]"
},
"datePublished": "[date in ISO format e.g. 2012-04-15]",
"author": "[author name]"
}
</script>
<div itemprop="review" itemscope itemtype="http://schema.org/Review">
<span itemprop="itemreviewed">[the item being reviewed]</span>
<div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
<meta itemprop="worstRating" content = "[worst rating]">
<meta itemprop="bestRating" content="[best rating]">
<meta itemprop="ratingValue" content="[rating received]">
</div>
<span itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]">
[publication date]</span>
<span itemprop="author">[author name]</span>
</div>

3.4 The test…

Filling in the blanks, the resulting SERP using the structured data testing tool should resemble something like this:

Schema.org editorial review mark up rich snippet test

3.5 Extending this mark-up

By altering this code slightly, combining properties from schema.org/Product we can add a price to the snippet as well:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Review",
"itemReviewed": "[the item being reviewed]",
"reviewRating": {
"@type": "Rating",
"bestRating": "[best rating]",
"worstRating": "[worst rating]",
"ratingValue": "[rating received]"
},
"datePublished": "[date in ISO format e.g. 2012-04-15]",
"author": "[author name]",
"offers": {
"@type": "Offer",
"price": "[product sale price]",
"priceCurrency": "[currency in 3 letter ISO 4217 format e.g. USD]"
}
}
</script>
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">[product being reviewed]</span>
<div itemprop="review" itemscope itemtype="http://schema.org/Review">
<div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
<meta itemprop="worstRating" content = "[worst possible rating]">
<meta itemprop="bestRating" content="[best possible rating]">
<meta itemprop="ratingValue" content="[rating given]">
</div>
<span itemprop="author">[author name]</span>
<span itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]"> [publication date]</span>
</div>
<span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<span itemprop="price">[product price]</span>
</span>
</div>

This would create the following snippet:

Schema.org editorial product review mark-up

You can extend this even further to include a price range; just replace the schema.org/Offer section with:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Review",
"itemReviewed": "[the item being reviewed]",
"reviewRating": {
"@type": "Rating",
"bestRating": "[best rating]",
"worstRating": "[worst rating]",
"ratingValue": "[rating received]"
},
"datePublished": "[date in ISO format e.g. 2012-04-15]",
"author": "[author name]",
"offers": {
"@type": "AggregateOffer",
"lowPrice": "[lowest product price]",
"highPrice": "[highest product price]",
"priceCurrency": "[currency in 3 letter ISO 4217 format e.g. USD]"
}
}
</script>
<span itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer">
<span itemprop="lowPrice">[lowest retail price]</span>
to <span itemprop="highPrice">[highest retail price]</span>
</span>

Schema.org editorial multiple product review mark-up

Further Reading: Individual Reviews – Google Webmaster Help, Review – Schema.org

4. Swoop a Grammy by Marking-up Movie Content

4.1 Example live snippet

Schema.org review mark-up when combined with the schema.org/Movie itemtype can produce the following type of snippet:

Example Movie Rich Snippet

There is no direct impact to the text displayed alongside the review segment; however an additional line is inserted alongside the Meta description featuring the directors and actors starring in the film.

4.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/Movie Describes a film
http://www.schema.org/Person Describes a person (living, dead or fictional)
http://www.schema.org/AggregateRating The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=name The name of the item being marked up. All
itemprop=description Describe the item being marked up. All
itemprop=director The director of the movie, tv series or episode. Movie
itemprop=url URL of the item. All
itemprop=“author” The author of this content. CreativeWork
itemprop=“ratingValue” The rating for the content. Rating
itemprop=“bestRating” The best possible rating. Rating
itemprop=“ratingCount” The number of ratings obtained. AggregateRating
itemprop=“actor” A cast member of the movie. Movie

4.3 The mark-up

Exploiting review mark-up for a Movie:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Movie",
"name": "[name of the movie]",
"description": "[description of the movie]",
"director": {
"@type": "Person",
"name": "[director's name]"
},
"author": {
"@type": "Person",
"name": "[script writer]"
},
"actor": [
{
"@type": "Person",
"name": "[actor's name]"
},
{
"@type": "Person",
"name": "[actor's name]"
},
{
"@type": "Person",
"name": "[actor's name]"
}
],
"aggregateRating": {
"@type": "AggregateRating",
"bestRating": "[best possible rating]",
"ratingCount": "[total ratings received]",
"ratingValue": "[rating given]"
}
}
</script>
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemprop="name">[name of the movie]</h1>
<span itemprop="description">[description of the movie]</span>
<div itemprop="director" itemscope itemtype="http://schema.org/Person">
<a href="[url]" itemprop="url"><span itemprop="name">[director’s name]</span></a>
</div>
<div itemprop="author" itemscope itemtype="http://schema.org/Person">
<a href="[url]" itemprop="url"><span itemprop="name">[script writer]</span></a>
</div>
<div itemprop="actor" itemscope itemtype="http://schema.org/Person">
<a href="[url]" itemprop="url"><span itemprop="name">[actor’s name]</span></a>,
</div>
<div itemprop="actor" itemscope itemtype="http://schema.org/Person">
<a href="[url]" itemprop="url"><span itemprop="name">[actor’s name]</span></a>,
</div>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">[rating given]</span>/
<span itemprop="bestRating">[best possible rating]</span> stars from
<span itemprop="ratingCount">[total ratings received]</span> users.
</div>
</div>

4.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Schema.org Movie mark-up rich snippet test

The structured data testing tool does not yet display the additional line of text with references to actors/directors, however if implemented correctly the displayed data extract should contain this information.

Further Reading: Movie Schema.org Creator – Raven Tools, Movie – Schema.org

5. Bring Your TV Listing Search Results to Life

5.1 Example live snippet

There is also specific mark up for a TV series/season/episode which can also be combined with the review mark-up to produce a similar snippet as ‘Movie’:

Example Schema.org TV Series, Season and Episode snippet

The result is the same as Schema.org/Movie with an additional line of text included referencing the director(s) and actor(s), however a further line has been inserted for episodes and episodes cast.

5.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/TVSeries Describes a television series.
http://www.schema.org/TVSeason Describes a single TV season.
http://www.schema.org/TVEpisode The episode of a TV series or season.
http://www.schema.org/Person Describes a person (living, dead or fictional).
http://www.schema.org/AggregateRating The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“description” Describe the item being marked up. All
itemprop=“director” The director of the movie, tv series or episode. TVSeries, TVSeason, TVEpisode
itemprop=“author” The author of this content. CreativeWork
itemprop=“actor” A cast member of the TV series, season or episode. TVSeries, TVSeason, TVEpisode
itemprop=“numberofEpisodes” The number of episodes in the series or season. TVSeries, TVSeason
itemprop=“datePublished” Date of first broadcast/publication. CreativeWork
itemprop=“episode” An episode of a TV series of season. TVSeries, TVSeason
itemprop=“episodeNumber” The episode number. TVEpisode
itemprop=“ratingValue” The best possible rating. Rating
itemprop=“ratingCount” The number of ratings obtained. AggregateRating

5.3 The mark-up

Utilising review mark-up and combining TV series, season and episode schema:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "TVSeries",
"name": "[name of show]",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "[aggregate rating given]",
"ratingCount": "[number of reviews]",
"bestRating": "[best possible rating]"
},
"description": "[description of the TV show]",
"author": {
"@type": "Person",
"name": "[writers name]"
},
"actor": [
{
"@type": "Person",
"name": "[actors name]"
},
{
"@type": "Person",
"name": "[actors name]"
}
],
"season": [
{
"@type": "TVSeason",
"name": "[season]",
"numberOfEpisodes": "[no. of episodes]",
"datePublished": "[date in ISO format e.g. 2012-04-15]"
},
{
"@type": "TVSeason",
"name": "[season]",
"numberOfEpisodes": "[no. of episodes]",
"datePublished": "[date in ISO format e.g. 2012-04-15]",
"episode": {
"@type": "TVEpisode",
"episodeNumber": "[episode number]",
"name": "[name of episode]"
}
}
]
}
</script>
<div itemscope itemtype="http://schema.org/TVSeries">
<H1 itemprop="name">[name of TV show]</H1>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">[rating given]</span>/
<span itemprop="bestRating">[best possible rating]</span> stars from
<span itemprop="ratingCount">[total number of reviews]</span> users.
</div>
<span itemprop="description">[description of the TV show]</span>
<div itemprop="author" itemscope itemtype="http://schema.org/Person">
<span itemprop="name">[actor’s name]</span>
</div>
<div itemprop="actor" itemscope itemtype="http://schema.org/Person">
<span itemprop="name">[actor’s name]</span>
</div>
<div itemprop="season" itemscope itemtype="http://schema.org/TVSeason">
<span itemprop="name">[season 1, 2 or 3...?]</span> -
<meta itemprop="numberofEpisodes" content="[number of episodes in this season]"/>
<meta itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]">[broadcast date]
</div>
<div itemprop="season" itemscope itemtype="http://schema.org/TVSeason">
<span itemprop="name">[season 1, 2 or 3...?]</span> -
<meta itemprop="numberofEpisodes" content="[number of episodes in this season]"/>
<meta itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]"> [broadcast date]
<div itemprop="episode" itemscope itemtype="http://schema.org/TVEpisode">
<span itemprop="name">[episode name]</span> -
<meta itemprop="episodeNumber" content="[episode number]"/>
</div>
</div>
</div>

5.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Schema.org TV Series, Season and Episode rich snippet test

The structured data testing tool does not yet display the additional line of text with references to episodes/episodes cast, however if implemented correctly the displayed data extract should contain this information.

Further Reading: TVSeries, TVSeason & TVEpisode – Schema.org

6. Show Business Credibility in Search Results

6.1 Example snippet

Local Business Schema.org alone does not yet result in a specific type of snippet, although can be combined with standard review mark-up to produce the below snippet:

Example Schema.org Local Business snippet

Local Business schema.org mark-up can also act as authentication for a business address if it matches the Google Business Listing, in doing so improve local SEO.

6.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/LocalBusiness Describes a physical business or branch of an organization.
http://www.schema.org/PostalAddress The location of the event or organization.
http://www.schema.org/AggregateRating The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“streetAddress” The street address. “PostalAddress”
itemprop=“addressLocality” The locality. PostalAddress
itemprop=“addressRegion” The region. PostalAddress
itemprop=“postalCode” The postal code. PostalAddress
itemprop=“telephone” The telephone number. ContactPoint
itemprop=“ratingValue” The rating for the content. Rating
itemprop=“bestRating” The best possible rating. Rating
itemprop=“reviewCount” The number of reviews obtained. AggregateRating

6.3 The mark-up

Utilising review mark-up and combining Local Business schema:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "LocalBusiness",
"name": "[business name]",
"address": {
"@type": "PostalAddress",
"streetAddress": "[street name]",
"addressLocality": "[locality]",
"addressRegion": "[region]",
"postalCode": "[postal code]"
},
"telephone": "[telephone number]",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "[aggregate rating given]",
"bestRating": "[highest rating]",
"reviewCount": "[total number of reviews]"
}
}
</script>

<div itemscope itemtype="http://schema.org/LocalBusiness">
<span itemprop="name">[business name]</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">[street name]</span>
<span itemprop="addressLocality">[locality]</span>,
<span itemprop="addressRegion">[region]</span>
<span itemprop="postalCode">[postal code]</span>
</div>
<span itemprop="telephone">[telephone number]</span>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">[rating given]</span>/
<span itemprop="bestRating">[highest rating]</span> stars from
<span itemprop="reviewCount">[total number of reviews]</span> users.
</div>
</div>

Further Reading: LocalBusiness & PostalAddress – Schema.org, Business Schema Tool – microData generator

7. Use Recipe Mark-up to Generate Appetising Rich Snippets

7.1 Example live snippet

Another more developed Schema.org type is Recipe, which allows for the development of rich snippets like the below:

Example Schema.org Recipe snippet

There are a lot more elements however taken from the Recipe schema which determine visibility in Google’s recipe search – http://www.google.com/landing/recipes/

7.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/Recipe Describes a recipe.
http://www.schema.org/NutritionInformation Describes the nutrition information of a recipe.
http://www.schema.org/AggregateRating The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=name The name of the item being marked up. All
itemprop=image URL of an image of the item. All
itemprop=author The author of this content. CreativeWork
itemprop=description A short description of the item. All
itemprop=ingredients An ingredient used in the recipe. Recipe
itemprop=recipeCategory The category of the recipe e.g. starter. Recipe
itemprop=recipeCuisine The cuisine of the recipe e.g. Chinese Recipe
itemprop=recipeYield The quantity produced by the recipe. Recipe
itemprop=cookTime The time it takes to cook the dish in ISO duration format. Recipe
itemprop=prepTime The length of time it takes to prepare the recipe. Recipe
itemprop=calories The number of calories. NutritionInfomation
itemprop=fatContent The number of grams of fat. NutritionInfomation
itemprop=recipeInstructions The steps to make the dish. Recipe
itemprop=ratingValue The rating for the content. Rating
itemprop=bestRating The best possible rating. Rating
itemprop=reviewCount The number of reviews obtained. AggregateRating

7.3 The mark-up

Utilising review mark-up and combining the recipe schema:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Recipe",
"author": "[author name]",
"datePublished": "[date in ISO format e.g. 2012-04-15]",
"name": "[recipe name]",
"image" : "[recipe image url]",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "[aggregate rating given]",
"bestRating": "[highest rating]",
"reviewCount": "[total number of reviews]"
},
"description" : "[a description of the recipe]",
"ingredients" : [
"[ingredient 1]",
"[ingredient 2]",
"[ingredient 3]",
"[ingredient 4]"
],
"recipeCategory": "[url to recipe category]",
"recipeCuisine": "[url to recipe cuisine category]",
"recipeYield": "[recipe yield]",
"cookTime": "[ISO duration format e.g. PT2H45M]",
"prepTime": "[ISO duration format e.g. PT2H45M]",
"nutrition": {
"@type": "NutritionInformation",
"calories": "[total calories]",
"fatContent": "[grams of fat]"
},
"recipeInstructions" : [
"[instruction 1]",
"[instruction 2]",
"[instruction 3]"
]
}
</script>
<div itemscope itemtype="http://schema.org/Recipe">
<span itemprop="author">[author name]</span>
<span itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]">[publication date]</span>
<span itemprop="name">[recipe name]</span>
<img itemprop="image" src="[recipe image url]" />
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">[rating given]</span>/
<span itemprop="bestRating">[highest possible rating]</span> stars from
<span itemprop="reviewCount">[total number of reviews]</span> users.
</div>
<span itemprop="description">[a description of the recipe]</span>
<ul>
<li itemprop="ingredients">[ingredient 1]</li>
<li itemprop="ingredients">[ingredient 2]</li>
<li itemprop="ingredients">[ingredient 3]</li>
...
</ul>
<span itemprop="recipeCategory"><a href="[url to recipe category]">[recipe category]</a></span>
<span itemprop="recipeCuisine"><a href="[url to recipe cuisine category]">[recipe cuisine]</a></span>
<span itemprop="recipeYield">[recipe yield]</span>
<span itemprop="cookTime" content="[ISO duration format e.g. PT2H45M]">[cooking time]</span>
<span itemprop="prepTime" content="[ISO duration format e.g. PT45M]">[prep time]</span>
<div itemprop="nutrition" itemscope itemtype="http://schema.org/NutritionInformation">
<span itemprop="calories">[total calories]</span>
<span itemprop="fatContent">[grams of fat]</span>
</div>
<ol itemprop="recipeInstructions">
<li>1. [Instruction 1]...</li>
</ol>
</div>

7.4 The test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Schema.org recipe mark-up rich snippet test

Further Reading: Recipe & NutritionInformation – Schema.org, Recipe Schema Tool – microDATA generator, Rich Snippet Recipes – Google Webmaster Help

8. Add Authenticity & Trust to Mobile App Listings

8.1 Example snippet

Example Schema.org mobile application snippet

8.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/MobileApplication Describes a Mobile application.
http://www.schema.org/Organization Describes an organization.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“image” URL of an image of the item. All
itemprop=“author” The author of this content. CreativeWork
itemprop=“description” A short description of the item. All
itemprop=“url” The URL for the item. All
itemprop=“datePublished” Date of first broadcast/publication. CreativeWork
itemprop=“operatingSystems” The operating systems supported. SoftwareApplication
itemprop=“fileSize” Size of the application. SoftwareApplication
itemprop=“interactionCount” A count of a specific user interaction with this item. CreativeWork
itemprop=“contentRating” Official rating for a piece of content. CreativeWork
itemprop=“ratingValue” The rating for the content. Rating
itemprop=“bestRating” The best possible rating. Rating
itemprop=“ratingCount” The number of ratings obtained. AggregateRating

8.3 The mark-up

Applying Mobile Application mark-up:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "MobileApplication",
"image": "[image url for application icon]",
"name": "[name of the mobile application]",
"author": {
"@type": "Organization",
"url": "[author url]",
"name": "[developer name]"
},
"aggregateRating": {
"@type" : "AggregateRating",
"ratingValue" : "[rating given]",
"bestRating" : "[highest possible rating]",
"ratingCount" : "[total number of ratings]"
},
"datePublished": "[date in ISO format e.g. 2012-04-15]",
"operatingSystem": "[supported operating system]",
"fileSize" : "[file size e.g. 14mb]",
"interactionCount" : "[number of user downloads]",
"contentRating" : "[content rating e.g. Low Maturity]",
"description" : "[description of the mobile application]",
"applicationCategory" : "[application category e.g. http://schema.org/GameApplication]"
}
</script>
<div itemscope itemtype="http://schema.org/MobileApplication">
<img itemprop="image" src="[image URL for application icon]" />
<span itemprop="name">[name of the mobile application]</span> -
<div itemprop="author" itemscope itemtype="http://schema.org/Organization">
<a itemprop="url" href="[author url]"><span itemprop="name">[developer name]</span></a>
</div>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">[rating given]</span>/
<span itemprop="bestRating">[highest possible rating]</span> stars from
<span itemprop="ratingCount">[total number of ratings]</span> users.
</div>
<time itemprop="datePublished" datetime="[date in ISO format e.g. 2012-04-15]">[publication date]</time>
<span itemprop="operatingSystems">[supported operating system]</span>
<meta itemprop="fileSize" content="[file size e.g. 14MB]"/>
<meta itemprop="interactionCount" content="[number of user downloads] UserDownloads">
<span itemprop="contentRating">[content rating e.g. Low Maturity]</span>
<span itemprop="description">[description of the mobile application]</span>
</div>

8.4 The test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Schema.org mobile application mark-up rich snippet test

8.5 Extending this mark-up

By combining some properties from schema.org/Offers we can add a price to the snippet. Just add the below mark up:

"Offers": {
"@type" : "Offer",
"price" : "[app price]"
}
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<span itemprop="price">[price]</span>
</div>

Schema.org mobile application with Offer mark-up

Further Reading:

MobileApplication – Schema.org, Rich Snippets for Apps: a New Way to be Seen in SERPs – SEWatch generator, Rich Snippets: Software Applications – Google Webmaster Help

9. Promote Software Applications in Search Results

9.1 Example live snippet

Schema.org software application rich snippet example

Software Application mark-up is very similar to Mobile; however there are some additional features that can be included to develop this snippet.

9.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/SoftwareApplication Describes a Mobile application.
http://www.schema.org/Organization Describes an organization.
http://www.schema.org/AggregateRating The average rating based on multiple ratings or reviews.
http://www.schema.org/Offer Describes a products offer details.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“image” URL of an image of the item. All
itemprop=“description” Describe the item being marked up. All
itemprop=“author” The author of this content. CreativeWork
itemprop=“url” The URL for the item. CreativeWork
itemprop=“datePublished” Date of first broadcast/publication. CreativeWork
itemprop=“operatingSystems” The operating systems supported. SoftwareApplication
itemprop=“fileSize” Size of the application. SoftwareApplication
itemprop=“interactionCount” A count of a specific user interaction with this item. CreativeWork
itemprop=“contentRating” Official rating for a piece of content. CreativeWork
itemprop=“ratingValue” The rating for the content. Rating
itemprop=“bestRating” The highest possible rating. Rating
itemprop=“ratingCount” The number of ratings obtained. AggregateRating
itemprop=“price” The price of the item. Offer

9.3 The mark-up

Utilising Software Application mark-up:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "SoftwareApplication",
"image": "[software application icon image url]",
"name": "[name of the software application]",
"author": {
"@type": "Organization",
"url": "[author url]",
"name": "[developer name]"
},
"aggregateRating": {
"@type" : "AggregateRating",
"ratingValue" : "[rating given]",
"bestRating" : "[highest possible rating]",
"ratingCount" : "[total number of ratings]"
},
"datePublished": "[date in ISO format e.g. 2012-04-15]",
"fileSize" : "[file size e.g. 14mb]",
"interactionCount" : "[number of user downloads]",
"contentRating" : "[content rating e.g. Low Maturity]",
"description" : "[description of the software application]",
"downloadURL" : "[download url]"
"operatingSystem" : [
"[operating system 1]",
"[operating system 2]"
],
"applicationCategory" : "[application category e.g. http://schema.org/GameApplication]",
"Offers": {
"@type" : "Offer",
"price" : "[app price]"
}
}
</script>
<div itemscope itemtype="http://schema.org/SoftwareApplication">
<img itemprop="image" src="[software application icon image url]" />
<span itemprop="name">[name of application]</span> -
<div itemprop="author" itemscope itemtype="http://schema.org/Organization">
<a itemprop="url" href="[author url]"><span itemprop="name">[developer name]</span></a>
</div>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">[rating given]</span>/
<span itemprop="bestRating">[highest possible rating]</span> stars from
<span itemprop="ratingCount">[total number of ratings]</span> users.
</div>
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<span itemprop="price">[price]</span>
</div>
<span itemprop="description">[description of application]</span>
<a itemprop="downloadURL" href="[download url]">Download</a>
<time itemprop="datePublished" datetime="[date in ISO format e.g. 2012-04-15]">[publication date]</time>
<span itemprop="operatingSystems">[supported operating systems]</span>
<span itemprop="applicationCategory">[category]</span>
<meta itemprop="fileSize" content="[file size e.g. 14MB]"/>
<meta itemprop="interactionCount" content="[number of downloads] UserDownloads">
</div>

9.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Schema.org software application mark-up rich snippet test

Further Reading: SoftwareApplication – Schema.org, Rich Snippets: Software applications – Google Webmaster Help

10. Tell Us About Yourself with Person Mark-up

10.1 Example snippet

Schema.org Person rich snippet example

10.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/Person Describes a person (living, dead or fictional)
http://www.schema.org/PostalAddress The location of the event or organization.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“image” URL of an image of the person. All
itemprop=“jobTitle” The job title of the person. Person
itemprop=“address” Physical address of the person. PostalAddress
itemprop=“addressLocality” The address locality of the person. PostalAddress
itemprop=“addressRegion” The region in which the person resides PostalAddress
itemprop=“postalCode” The postal code. PostalAddress
itemprop=“telephone” The person’s telephone number. Person
itemprop=“email” The person’s email address. Person

10.3 The mark-up

Utilising Person mark-up:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type" : "Person",
"name" : "[person's name]",
"image" : "[image url of person]",
"jobTitle": "[job tile]",
"address" : {
"@type" : "PostalAddress",
"addressLocality" : "[Locality]",
"addressRegion" : "[region]",
"postalCode" : "[postal code]"
},
"telephone" : "[telephone number]",
"email" : "[email address]"
}
</script>
<div itemscope itemtype="http://schema.org/Person">
<span itemprop="name">[person’s name]</span>
<img src="[image url of person]" itemprop="image" />
<span itemprop="jobTitle">[job title]</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="addressLocality">[locality]</span>,
<span itemprop="addressRegion">[region]</span>
<span itemprop="postalCode">[postal code]</span>
</div>
<span itemprop="telephone">[telephone number]</span>
<a href="mailto:[email address]" itemprop="email">jane-doe@xyz.edu</a>
</div>

Further Reading: Person – Schema.org, Rich Snippets: People – Google Webmaster Help

11. Sell Tickets for Multiple Events with a Single Search Listing

11.1 Example snippet

Schema.org Event rich snippet example

Live examples of Schema.org/Event are very scarce at the moment, with the majority of sites opting for Microdata, Microformats or RDFa equivalent mark-up. Up to 3 entries of Event mark-up can be seen within the rich snippet.

11.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/Event Describes an upcoming event.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“url” URL of the item. All
itemprop=“location” The location of the event. Event
itemprop=“startDate” The start date and time of the event. Event

11.3 The mark-up

Utilising Event mark-up:

REPEAT FOR EACH EVENT:
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type" : "Event",
"name" : "[event name]",
"url" : "[event url]",
"location": {
"@type" : "Place",
"name" : "[location name]",
"address" : "[event location]"
},
"startDate": "[date in ISO format e.g. 2013-03-16]"
}
</script>
<div itemprop="event" itemscope itemtype="http://schema.org/Event">
<a href="[event url]" itemprop="url">
<span itemprop="name">[event name]</span>
</a>
<span itemprop="location">[event location]</span>
<meta itemprop="startDate" content="[date in ISO format e.g. 2013-03-16]">
</div>
<div itemprop="event" itemscope itemtype="http://schema.org/Event">
<a href="[event url]" itemprop="url">
<span itemprop="name">[event name]</span>
</a>
<span itemprop="location">[event location]</span>
<meta itemprop="startDate" content="[date in ISO format e.g. 2013-03-16]">
</div>

Further Reading: Event – Schema.org, Rich Snippets: Events – Google Webmaster Help

12. Dramatically Increase Size of Search Results for Audio Coverage

12.1 Example snippet

Schema.org Music rich snippet example

12.2 The core mark-up features at a glance:

Itemtype: Description
http://www.schema.org/MusicPlaylist A collection of music tracks in a playlist form.
http://www.schema.org/MusicRecording A single song or track.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“numTracks” Number of tracks in the album/playlist. MusicPlaylist
itemprop=“track” A single track. MusicPlaylist
itemprop=“byArtist” The artist that performed this album or track. MusicRecording
itemprop=“url” The URL of the item. All
itemprop=duration” The length of the track or album. MusicRecording
itemprop=inAlbum” The album the track is from. MusicRecording

12.3 The mark-up

Up to four tracks can be displayed within the rich snippet:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type" : "MusicPlaylist",
"name" : "[name of playlist]",
"numTracks" : "[no. of tracks in playlist]",
"track" : [
{
"@type" : "MusicRecording",
"name" : "[track name]",
"byArtist" : "[artist name]",
"url" : "[artist url]",
"duration" : "[track duration in ISO format e.g. PT4M45S]",
"inAlbum" : "[album name]"
},
{
"@type" : "MusicRecording",
"name" : "[track name]",
"byArtist" : "[artist name]",
"url" : "[artist url]",
"duration" : "[track duration in ISO format e.g. PT4M45S]",
"inAlbum" : "[album name]"
}
]
}
</script>
<div itemscope itemtype="http://schema.org/MusicPlaylist">
<span itemprop="name">[name of playlist]</span>
<meta itemprop="numTracks" content="[no. of tracks in playlist]"/>
<div itemprop="track" itemscope itemtype="http://schema.org/MusicRecording">
1.<span itemprop="name">[track name]</span> -
<span itemprop="byArtist">[artist name]</span>
<meta content="[artist url]" itemprop="url" />
<meta content="[duration in ISO format e.g. PT4M45S]" itemprop="duration" />
<meta content="[album name]" itemprop="inAlbum" />
</div>
<div itemprop="track" itemscope itemtype="http://schema.org/MusicRecording">
2.<span itemprop="name">[track name]</span> -
<span itemprop="byArtist">[artist name]</span>
<meta content="[artist url]" itemprop="url" />
<meta content="[duration in ISO format e.g. PT3M32S]" itemprop="duration" />
<meta content="[album name" itemprop="inAlbum" />
</div>
</div>

12.4 The test:

Please note, due to the 1500 character length within the testing tool, only two tracks can be displayed:

Schema.org extending music mark-up

Further Reading: MusicPlaylist & MusicRecording – Schema.org, Rich Snippets: Music – Google Webmaster Help

13. Generate Rich Media Listings with Video Mark-up

13.1 Example live rich media snippet

Example rich media snippet

13.2 Considerations

Please note that the utilisation of Microdata and Schema.org is not enough to convert video content into the above rich media listing in search results. This mark-up should also be combined with:

13.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/VideoObject A collection of music tracks in a playlist form.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“duration” Number of tracks in the album/playlist MediaObject
itemprop=“thumbnail” A thumbnail image for a video or image. ImageObject
itemprop=“description” Description of the item. All

13.3 The mark-up

<script type="application/ld+json">
{
"@context" : "http://schema.org",
"@type" : "VideoObject",
"name" : "[name of video]",
"duration" : "[duration in ISO format e.g. T1M33S]",
"thumbnail" : "[thumbnail url]",
"description" : "[description of video]"
}
</script>
<div itemprop="video" itemscope itemtype="http://schema.org/VideoObject">
<span itemprop="name">[name of video]</span>
<meta itemprop="duration" content="[duration in ISO format e.g. T1M33S]" />
<meta itemprop="thumbnail" content="[thumbnail-url]" />
video object code
<span itemprop="description">[description of video]</span>
</div>

Further Reading: VideoObject – Schema.org, Schema.org markup for videos – Google Webmaster Help, Getting Video Results in Google – Distilled

14.1 Example live snippet

Example breadcrumb trail snippet

Currently the Schema.org mark-up does not yet lead to the above rich URL format being presented unlike other formats such as Microdata and RDFa, although hopefully will in the near future.

14.2 The Mark-Up

<div itemscope itemtype="http://data-vocabulary.org/Breadcrumb">
<a href="[parent url]" itemprop="url">
<span itemprop="title">[page name]</span>
</a> ›
</div>
<div itemscope itemtype="http://data-vocabulary.org/Breadcrumb">
<a href="[child url]" itemprop="url">
<span itemprop="title">[page name]</span>
</a> ›
</div>
<div itemscope itemtype="http://data-vocabulary.org/Breadcrumb">
<a href="[child url]" itemprop="url">
<span itemprop="title">[page name]</span>
</a>
</div>

Further Reading: Rich snippets – Breadcrumbs – Google Webmaster Help

15. Logo & Social Sitelinks in Knowledge Graph

15.1 Example live snippet

Social Site Links

Both the logo and social profile links displayed in Google’s Knowledge Graph can be leveraged using schema.org.

15.2 The Core Mark-Up Features at a Glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/Organization An organization such as a school, corporation etc.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“name” The name of the item being marked up. All
itemprop=“logo” An associated logo. Organization
itemprop=“url” URL of the item. All
itemprop=“sameAs” URL of a web page that indicates the items identity. Property

15.3 The Mark-Up

<script type="application/ld+json">
{ "@context" : "http://schema.org",
"@type" : "Organization",
"name" : "[organization name]",
"logo" : "[logo image url]",
"url" : "[website url]",
"sameAs" : [
"https://twitter.com/[username]",
"https://www.facebook.com/[username]",
"https://www.linkedin.com/company/[username]",
"https://plus.google.com/[username]/posts"
]
}
</script>
<div itemscope itemtype="http://schema.org/Organization">
<span itemprop="name">[organization name]</span>
<img src="[logo image url]" itemprop="logo" />
<a href="[website url]">Website</a>
Follow us on <a href="[profile url]" itemprop="sameAs">Twitter</a>, <a href="[profile url]" itemprop="sameAs">Facebook, <a href="[profile url]" itemprop="sameAs">Google+ and <a href="[profile url]" itemprop="sameAs">LinkedIn</a>.
</div>

Further Reading: Social Profiles – Google Developers, Using Schema.org Markup for Organization – Google Webmaster Help.

16. SearchAction – Sitelinks Search Box

16.1 Example live snippet

Site Links Search Box

Search engines are starting to make use of Action based schema.org in search results, starting with the Sitelinks search box.

16.2 The Core Mark-Up Features at a Glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/Website A set of web pages on a single domain.
http://www.schema.org/SearchAction The action to search.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“url” URL of the item. All
itemprop=“potentialAction” Describes the action being taken. Action
itemprop=“target” Specifies destination or entry point of action. Action
itemprop=“query-input” The query used for this action. SearchAction

16.3 The Mark-Up

<script type="application/ld+json">
{ "@context": "http://schema.org",
"@type": "WebSite",
"url": "[website url]",
"potentialAction": {
"@type": "SearchAction",
"target": "[website search url]={search_term}",
"query-input": "required name=search_term"
}
}
</script>
<div itemscope itemtype="http://schema.org/WebSite">
<meta itemprop="url" content="[website url]"/>
<form itemprop="potentialAction" itemscope itemtype="http://schema.org/SearchAction">
<meta itemprop="target" content="[website search url]={search_term}"/>
<input itemprop="query-input" type="text" name="search_term">
<input type="submit">
</form>
</div>

Further Reading: Sitelinks Search Box – Google Developers.

17. InDepth Article Markup

17.1 Example live snippet

Indepth Articles

Although algorithmic based, the chances of this type of result occurring increase when web pages are combined with Article mark-up.

17.2 The Core Mark-Up Features at a Glance:

Itemtype attributes utilised:

Itemtype: Description
http://www.schema.org/Article An article or news story.

Itemprop attributes utilised:

Itemprop: Description Property of
itemprop=“headline” Main article title. CreativeWork
itemprop=“alternativeHeadline” Article sub title. CreativeWork
itemprop=“image” Main article image URL. All
itemprop=“author” The name of the article author CreativeWork
itemprop=“datePublished” Article publication date. CreativeWork
itemprop=“description” Summary of the article. All
itemprop=“articleBody” Article body content. Article

17.3 The Mark-Up

<script type="application/ld+json">
{ "@context": "http://schema.org",
"@type": "Article",
"headline": "[article title]",
"alternativeHeadline": "[article sub heading]",
"image": "[main article image url]",
"author": "[author name]",
"datePublished": "[date in ISO format e.g. 2014-03-16]",
"description": "[article summary]"
}
</script>
<div itemscope itemtype="http://schema.org/Article">
<h1 itemprop="headline">[article headline]</h1>
<h2 itemprop="alternativeHeadline">[alternative headline]</h2>
<img src="[main article image url]" itemprop="image" />
<span itemprop="author">[author name]</span>
<span itemprop="datePublished">[publication date in ISO format e.g. 2014-03-16]</span>
<span itemprop="description">[article summary]</span>
<div itemprop="articleBody">[article content]
</div>
</div>

Further Reading: Appearing in the “In-depth articles” feature – Google Webmaster Help.

Tools & Resources

Tools

Plug-ins

WordPress

Magento

Joomla

Drupal

Useful Resources


Written by Daniel Butler, Head of SEO at Builtvisible.com – an agency of people who love search, SEO and creating content that communicates ideas and builds brands. Find our more about our in-depth services, including Technical SEO, Analytics Consulting, Content Marketing and Keyword Research. Check out all of our guides on our resources page. Follow Us: | | |


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