A Guide to JSON-LD, Microdata & Schema.org: Guide To Getting Rich Snippets

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 dedlfine 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="https://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>

Itemscope – is an indicator that the content within this <div> is an item.
Itemtype – describes what the item is, in the above instance ‘Person’.
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

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:

Lead to the generation of rich snippets in search engine results e.g.
This has the potential to enhance CTR from the search results from anywhere between 10-25%.
Search engines and organisations are using this mark-up to develop new tools, for example Google Recipe Search, which may open up other marketing channels if not now, in the near future.
Provide greater information to search engines to improve their understanding of the content on your website.

Using Review Data to Enhance Your Search Result Snippets

Example live snippet

Schema.org review mark-up rich snippet test

1.2 The core mark-up features at a glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/AggregateRating	The average rating based on multiple ratings or reviews.
https://www.schema.org/Review	A review of an item e.g. product or movie.
https://www.schema.org/Rating	An individual rating given for an item.

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "[the name of the product]",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[rating]",
    "reviewCount": "[number of reviews]"
  }
}
</script>

<div itemscope itemtype="https://schema.org/Product">
  <span itemprop="name">[the name of the product]</span>
  <div itemprop="aggregateRating" itemscope itemtype="https://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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://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="https://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:
Rich Snippets: Reviews Video – Google Webmaster Help, Review & AggregateRating – Schema.org

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:

2.2 The core mark-up features at a glance:

Itemtype
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://schema.org/Product">
  <span itemprop="name">[product name]</span>
  <span itemprop="offers" itemscope itemtype="https://schema.org/Offer">
    <span itemprop="price">[product sale price]</span>
  </span>
  <div itemprop="aggregateRating" itemscope itemtype="https://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
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://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": "https://schema.org/InStock"
    <link itemprop="availability" href="https://schema.org/InStock" >

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

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
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://schema.org/Review">
  <span itemprop="itemreviewed">[the item being reviewed]</span>
  <div itemprop="reviewRating" itemscope itemtype="https://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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://schema.org/Product">
  <span itemprop="name">[product being reviewed]</span>
  <div itemprop="review" itemscope itemtype="https://schema.org/Review">
    <div itemprop="reviewRating" itemscope itemtype="https://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="https://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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://schema.org/AggregateOffer">
  <span itemprop="lowPrice">[lowest retail price]</span>
  to <span itemprop="highPrice">[highest retail price]</span>
</span>

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

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:

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
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://schema.org/Movie">
  <h1 itemprop="name">[name of the movie]</h1>
  <span itemprop="description">[description of the movie]</span>
  <div itemprop="director" itemscope itemtype="https://schema.org/Person">
    <a href="[url]" itemprop="url"><span itemprop="name">[director’s name]</span></a>
  </div>
  <div itemprop="author" itemscope itemtype="https://schema.org/Person">
    <a href="[url]" itemprop="url"><span itemprop="name">[script writer]</span></a>
  </div>
  <div itemprop="actor" itemscope itemtype="https://schema.org/Person">
    <a href="[url]" itemprop="url"><span itemprop="name">[actor’s name]</span></a>,
  </div>
  <div itemprop="actor" itemscope itemtype="https://schema.org/Person">
    <a href="[url]" itemprop="url"><span itemprop="name">[actor’s name]</span></a>,
  </div>
  <div itemprop="aggregateRating" itemscope itemtype="https://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

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
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://schema.org/TVSeries">
  <h1 itemprop="name">[name of TV show]</h1>
  <div itemprop="aggregateRating" itemscope itemtype="https://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="https://schema.org/Person">
    <span itemprop="name">[actor’s name]</span>
  </div>
  <div itemprop="actor" itemscope itemtype="https://schema.org/Person">
    <span itemprop="name">[actor’s name]</span>
  </div>
  <div itemprop="season" itemscope itemtype="https://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="https://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="https://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

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
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://schema.org/LocalBusiness">
  <span itemprop="name">[business name]</span>
  <div itemprop="address" itemscope itemtype="https://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="https://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

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:

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

7.2 The core mark-up features at a glance:

Itemtype
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://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="https://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="https://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
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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. https://schema.org/GameApplication]"
}
</script>

<div itemscope itemtype="https://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="https://schema.org/Organization">
    <a itemprop="url" href="[author url]"><span itemprop="name">[developer name]</span></a>
  </div>
  <div itemprop="aggregateRating" itemscope itemtype="https://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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "Offers": {
  "@type" : "Offer",
  "price" : "[app price]"
}
</script>

<div itemprop="offers" itemscope itemtype="https://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
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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. https://schema.org/GameApplication]",
  "Offers": {
    "@type" : "Offer",
    "price" : "[app price]"
 }
}
</script>

<div itemscope itemtype="https://schema.org/SoftwareApplication">
  <img itemprop="image" src="[software application icon image url]" />
  <span itemprop="name">[name of application]</span> -
  <div itemprop="author" itemscope itemtype="https://schema.org/Organization">
    <a itemprop="url" href="[author url]"><span itemprop="name">[developer name]</span></a>
  </div>
  <div itemprop="aggregateRating" itemscope itemtype="https://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="https://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

Tell Us About Yourself with Person Mark-up

10.1 Example snippet

10.2 The core mark-up features at a glance:

Itemtype
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type" : "Person",
  "name" : "[persons 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="https://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="https://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

Sell Tickets for Multiple Events with a Single Search Listing

11.1 Example snippet

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
Itemprop

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

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:

JSON-LD
Microdata

REPEAT FOR EACH EVENT:
<script type="application/ld+json">
{
  "@context": "https://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="https://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="https://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

Dramatically Increase Size of Search Results for Audio Coverage

12.1 Example snippet

12.2 The core mark-up features at a glance:

Itemtype
Itemprop

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

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:

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://schema.org/MusicPlaylist">
  <span itemprop="name">[name of playlist]</span>
  <meta itemprop="numTracks" content="[no. of tracks in playlist]"/>
  <div itemprop="track" itemscope itemtype="https://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="https://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:

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

Generate Rich Media Listings with Video Mark-up

13.1 Example live 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:

Video XML sitemaps
Unique text content including video title, description, thumbnail – different to that seen elsewhere on the web (including YouTube).

13.2 The core mark-up features at a glance:

Itemtype
Itemprop

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

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

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context" : "https://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="https://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

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

Logo & Social Sitelinks in Knowledge Graph

15.1 Example live snippet

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
Itemprop

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

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

JSON-LD
Microdata

<script type="application/ld+json">
{ "@context" : "https://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="https://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:
Using Schema.org Markup for Organization – Google Webmaster Help.

SearchAction – Sitelinks Search Box

16.1 Example live snippet

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
Itemprop

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

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

JSON-LD
Microdata

<script type="application/ld+json">
{
  "@context": "https://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="https://schema.org/WebSite">
  <meta itemprop="url" content="[website url]"/>
  <form itemprop="potentialAction" itemscope itemtype="https://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.

InDepth Article Markup

17.1 Example live snippet

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
Itemprop

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

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

JSON-LD
Microdata

<script type="application/ld+json">
{ 
  "@context": "https://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="https://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>

Gmail – View Action

18.1 Example live snippets

Gmail:
1-gmail
Google Inbox:
1-inbox

18.2 The Core Mark-Up Features at a Glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/EmailMessage	An email message.
https://www.schema.org/ViewAction	The action to view.

Itemprop	Description	Property of
itemprop=“potentialAction”	Indicates a possible user action.	Property
itemprop=“name”	The name of the item being marked up.	All
itemprop=“target”	Indicates the target of an action.	Target
itemprop=“description”	Description of the item	All

18.3 The Mark-Up

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "EmailMessage",
  "potentialAction": {
    "@type": "ViewAction",
    "name": "[text displayed on button]",
    "target": "[target viewable url]"
  },
  "description": "[email subject]"
}
</script>

Further Reading:
Go-To Actions – Google Developers.

Gmail – Save Action

19.1 Example live snippets

Gmail: 2-gmail Google Inbox: 2-inbox

19.2 The Core Mark-Up Features at a Glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/EmailMessage	An email message.
SaveAction	The action to save i.e saving a voucher.

Itemprop	Description	Property of
itemprop=“potentialAction”	Indicates a possible user action.	Property
itemprop=“name”	The name of the item being marked up.	All
itemprop=“handler”	Indicates the target of an action.	HttpActionHandler
itemprop=url	URL of the item.	All
itemprop=“description”	Description of the item	All

19.3 The Mark-Up

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "EmailMessage",
  "potentialAction": {
    "@type": "SaveAction",
    "name": "[name of required action]",
    "handler": {
      "@type": "HttpActionHandler",
      "url": "[url]"
    }
  },
  "description": "[description text]"
}
</script>

Further Reading:Save Actions – Google Developers.

Gmail – Confirm Action

20.1 Example live snippets

Gmail: 3-gmail Google Inbox: 3-inbox

20.2 The Core Mark-Up Features at a Glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/EmailMessage	An email message.
ConfirmAction	Confirming an event or action.

Itemprop	Description	Property of
itemprop=“potentialAction”	Indicates a possible user action.	Property
itemprop=“name”	The name of the item being marked up.	All
itemprop=“handler”	Indicates the target of an action.	HttpActionHandler
itemprop=url	URL of the item.	All
itemprop=“description”	Description of the item	All

20.3 The Mark-Up

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "EmailMessage",
  "potentialAction": {
    "@type": "ConfirmAction",
    "name": "[name of required action]",
    "handler": {
      "@type": "HttpActionHandler",
      "url": "[action url]"
    }
  },
  "description": "[text description]"
}
</script>

Further Reading:
Confirm Actions – Google Developers.

Gmail – RSVP Action

21.1 Example live snippets

Google Inbox: 4-inbox

21.2 The Core Mark-Up Features at a Glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/Event	Describes an upcoming event.
Place	The place of an event
https://www.schema.org/RsvpAction	Notifying an event organiser of your attendance to an event.

Itemprop	Description	Property of
itemprop=“potentialAction”	Indicates a possible user action.	Property
itemprop=“handler”	Indicates the target of an action.	HttpActionHandler
itemprop=“attendance”	A persons attendance to an event.	RSVP Action

21.3 The Mark-Up

<script type="application/ld+json">
 {
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Meeting with Builtvisible",
  "startDate": "2015-07-06T11:30:00Z",
  "endDate": "2015-07-06T12:30:00Z",
  "location": {
    "@type": "Place",
    "address": {
      "@type": "PostalAddress",
      "name": "[name of location]",
      "streetAddress": "[street name]",
      "addressLocality": "[locality]",
      "postalCode": "[postal code]",
      "addressCountry": "[country]"
    }
  },
  "potentialAction": [
    {
      "@type": "RsvpAction",
      "handler": {
        "@type": "HttpActionHandler",
        "url": "[accept url]"
      },
      "attendance": "https://schema.org/RsvpAttendance/Yes"
    },
    {
      "@type": "RsvpAction",
      "handler": {
        "@type": "HttpActionHandler",
        "url": "[decline-url]"
      },
      "attendance": "https://schema.org/RsvpAttendance/No"
    },
    {
      "@type": "RsvpAction",
      "handler": {
        "@type": "HttpActionHandler",
        "url": "[tentative-url]"
      },
      "attendance": "https://schema.org/RsvpAttendance/Maybe"
    }
  ]
}
</script>

Gmail – Numeric Rating

22.1 Example live snippets

Gmail: 5-gmail

22.2 The Core Mark-Up Features at a Glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/EmailMessage	An email message.
ReviewAction	To submit a review of an item or service.
https://www.schema.org/Product	Describes an item or service.
https://www.schema.org/Rating	An individual rating given for an item.

Itemprop	Description	Property of
itemprop=“itemReviewed”	The name of the item being reviewed.	Review
itemprop=“handler”	Indicates the target of an action.	HttpActionHandler
itemprop=“reviewRating”	he rating given in this review.	Review
itemprop=“bestRating”	The highest possible rating.	Review
itemprop=“worstRating”	The lowest possible rating.	Review

22.3 The Mark-Up

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "EmailMessage",
  "action": {
    "@type": "ReviewAction",
    "review": {
      "@type": "Review",
      "itemReviewed": {
        "@type": "Product",
        "name": "[product name]"
      },
      "reviewRating": {
        "@type": "Rating",
        "bestRating": "[best rating]",
        "worstRating": "[worst rating]"
      }
    },
    "handler": {
      "@type": "HttpActionHandler",
      "url": "[submit review url]",
      "requiredProperty": {
        "@type": "Property",
        "name": "review.reviewRating.ratingValue"
      },
      "method": "https://schema.org/HttpRequestMethod/POST"
    }
  },
  "description": "[description text]"
}
</script>

22.4 Extending This Mark-Up

This mark-up can be extended so that the user is able to submit a full text review with the following outcome:
Gmail 6-gmail

22.5 The Full Mark-Up

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "EmailMessage",
  "action": {
    "@type": "ReviewAction",
    "review": {
      "@type": "Review",
      "itemReviewed": {
        "@type": "Product",
        "name": "[product name]"
      },
      "reviewRating": {
        "@type": "Rating",
        "bestRating": "[best rating]",
        "worstRating": "[worst rating]"
      }
    },
    "handler": {
      "@type": "HttpActionHandler",
      "url": "[submit review url]",
      "requiredProperty": {
        "@type": "Property",
        "name": "review.reviewRating.ratingValue"
      },
      "optionalProperty": {
        "@type": "Property",
        "name": "review.reviewBody"
      },
      "method": "https://schema.org/HttpRequestMethod/POST"
    }
  },
  "description": "[description text]"
}
</script>

Further Reading:
Review Action – Google Developers.

Gmail – Parcel Delivery

23.1 Example live snippets

Gmail: 7-gmail Google Inbox: 7-inbox

23.2 The Core Mark-Up Features at a Glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/ParcelDelivery	Details of a parcel.
https://www.schema.org/PostalAddress	The mailing address
https://www.schema.org/Organization	Describes an organization or business
https://www.schema.org/Product	Desribes a product or service
https://www.schema.org/Order	Describes an order or transaction.

Itemprop	Description	Property of
itemprop=“deliveryAddress”	The delivery address of the product	ParcelDelivery
itemprop=“expectedArrivalUntil”	The delivery time range of an item.	ParcelDelivery
itemprop=“carrier”	The delivery courier.	ParcelDelivery
itemprop=“itemShipped”	Description of the item being delivered	ParcelDelivery
itemprop=“partOfOrder”	Details on the full order the item was included in.	ParcelDelivery
itemprop=“merchant”	The seller of the item.	ParcelDelivery
itemprop=“trackingUrl”	The parcel tracking URL.	ParcelDelivery

23.3 The Mark-Up

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "ParcelDelivery",
  "deliveryAddress": {
    "@type": "PostalAddress",
    "streetAddress": "[street address]",
    "addressRegion": "[region]",
    "addressCountry": "[country]",
    "postalCode": "[post code]"
  },
  "expectedArrivalUntil": "2015-08-10T12:00:00-08:00",
  "carrier": {
    "@type": "Organization",
    "name": "[courier name]"
  },
  "itemShipped": {
    "@type": "Product",
    "name": "[name of product]"
  },
  "partOfOrder": {
    "@type": "Order",
    "orderNumber": "[order number]",
    "merchant": {
      "@type": "Organization",
      "name": "[name of seller]"
    }
  },
  "trackingUrl": "[the tracking url]"
}
</script>

Further Reading:
Parcel Delivery – Google Developers.

Gmail – View Order

24.1 Example live snippets

Gmail: 8-gmail Google Inbox: 8-inbox

24.2 The Core Mark-Up Features at a Glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/Order	An email message.
https://www.schema.org/Organization	Describes an organization or business
https://www.schema.org/Product	Desribes a product or service
https://www.schema.org/QuantitativeValue	Product quantity.

Itemprop:	Description	Property of
itemprop=“merchant”	The seller of the item.	ParcelDelivery
itemprop=“orderNumber”	The full order number.	Order
itemprop=“priceCurrency”	The currency used for the transaction.	Order
itemprop=“price”	The total price of the order.	Order
itemprop=“acceptedOffer”	The item(s) included in the order.	Order
itemprop=“itemOffered”	Details of an ordered item.	Order
itemprop=“eligibleQuantity”	The agreed quantity of the order.	Order
itemprop=“url”	A URL to view the order.	All

24.3 The Mark-Up

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Order",
  "merchant": {
    "@type": "Organization",
    "name": "[seller name]"
  },
  "orderNumber": "[order number]",
  "priceCurrency": "[currency e.g. GBP]",
  "price": "[total order value]",
  "acceptedOffer": {
    "@type": "Offer",
    "itemOffered": {
      "@type": "Product",
      "name": "[product name]"
    },
    "eligibleQuantity": {
      "@type": "QuantitativeValue",
      "value": "[number of units ordered]"
    }
  },
  "url": "[view order url]"
}
</script>

Further Reading:
Order – Google Developers.

Gmail – Event Booking

Given the close similarities between reservation mark-up & output (events, flights, hotels, car hire, restaurants), the next couple of sections explore Event & Flight as examples only.

25.1 Example live snippets

Google Inbox – View 1:Google Inbox – View 2:

25.2 The Core Mark-Up Features at a Glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/EventReservation	Details of an event booking.
https://www.schema.org/Person	Name of a person
https://www.schema.org/MusicEvent	Details of a music event.
https://www.schema.org/PostalAddress	The address of the event.

Itemprop	Description	Property of
itemprop=“reservationNumber”	The booking number.	EventReservation
itemprop=“reservationStatus”	The booking status (confirmed, cancelled etc)	EventReservation
itemprop=“underName”	The name the booking was made under.	EventReservation
itemprop=“performer”	The name of the artist.	Event
itemprop=“startDate”	The start date for the event.	EventReservation
itemprop=“endDate”	The end date of the event.	EventReservation
itemprop=“doorTime”	Door opening times.	EventReservation
itemprop=“location”	The address of where the event is taking place.	PostalAddress
itemprop=“ticketToken”	QR / barcode for entry to an event	EventReservation
itemprop=“ticketNumber”	The assigned ticket number for the event.	EventReservation
itemprop=“numSeats”	Number of seats booked at the event.	EventReservation

25.3 The Mark-Up

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "EventReservation",
  "reservationNumber": "[booking number]",
  "reservationStatus": "[booking status]",
  "underName": {
    "@type": "Person",
    "name": "[name]"
  },
  "reservationFor": {
    "@type": "MusicEvent",
    "name": "[name of event]",
    "url": "[event url]",
    "performer": {
      "@type": "Person",
      "name": "[performer]",
      "image": "[performer image]"
    },
    "startDate": "2015-08-30T11:30:00-00:00",
    "endDate": "2015-08-30T23:00:00-00:00",
    "doorTime": "2015-08-30T10:00:00-00:00",
    "location": {
      "@type": "Place",
      "name": "[name of location]",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "[street address]",
        "addressLocality": "[locality]",
        "addressRegion": "[region]",
        "postalCode": "[post code]",
        "addressCountry": "[country]"
      }
    }
  },
  "ticketToken": "[qr code / number]",
  "ticketNumber": "[assigned ticket number]",
  "numSeats": "[number of seats booked]"
}
</script>

Further Reading:
Event Reservation – Google Developers.

Gmail – Flight Booking

26.1 Example live snippets

Gmail:

Google Inbox – Standard View

Google Inbox – Expanded View

Google Inbox – Multiple Tickets:

Google Inbox – Status Cancelled:

Google Inbox – Status Confirmed:

26.2 The Core Mark-Up Features at a Glance:

Itemtype
Itemprop

Itemtype	Description
https://www.schema.org/FlightReservation	Details of a flight booking.
https://www.schema.org/Person	Name of the person the booking was made under.
https://www.schema.org/Flight	Describes details of a flight.
https://www.schema.org/Airport	Describes details of an airport
https://www.schema.org/Airline	Details of the airline.

Itemprop	Description	Property of
itemprop=“reservationNumber”	The booking number.	FlightReservation
itemprop=“reservationStatus”	The booking status (confirmed, cancelled etc)	FlightReservation
itemprop=“underName”	The name the booking was made under.	FlightReservation
itemprop=“flightNumber”	The flight number.	FlightReservation
itemprop=“departureAirport”	Details of the departure airport.	FlightReservation
itemprop=“arrivalAirport”	Details of the arrival airport.	FlightReservation
itemprop=“departureTime”	The time of departure.	FlightReservation
itemprop=“arrivalTime”	The time of arrival.	FlightReservation

26.3 The Mark-Up

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FlightReservation",
  "reservationNumber": "[booking number]",
  "reservationStatus": "https://schema.org/Confirmed",
  "underName": {
    "@type": "Person",
    "name": "[name]"
  },
  "reservationFor": {
    "@type": "Flight",
    "flightNumber": "[flight number]",
    "airline": {
      "@type": "Airline",
      "name": "[name of airline]",
      "iataCode": "[e.g. BA]"
    },
    "departureAirport": {
      "@type": "Airport",
      "name": "[airport name]",
      "iataCode": "[e.g. LHA]"
    },
    "departureTime": "2015-08-08T03:15:00-00:00",
    "arrivalAirport": {
      "@type": "Airport",
      "name": "[airport name]",
      "iataCode": "[e.g. DUB]"
    },
    "arrivalTime": "2015-08-08T04:15:00-00:00"
  }
}
</script>

Further Reading:
Flight Reservation – Google Developers.

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

Tools & Resources

Structured Data Testing Tool – Google
JSON-LD Playground – json-ld.org
Schema Creator – Raven Tools
Schema.org & Microdata Generator – microDATAgenerator
Markup Validation Tool – Bing
Rich Snippets Testing Tool Bookmarklet – AJ Kohn
The Semantic Web Index – Sindice
Meta and Rich Snippet Tester – GreenLane

Plug-ins

WordPress

Schema Creator – Raven
WordPress SEO by Yoast – Joost de Valk
WordLift

Magento

Schema.org Extension – Iuvo Commerce
MSemantic: Semantic SEO for Rich Snippets in Google & Yahoo – semantium

Joomla

J4Schema – Davide Tampellini

Drupal

Schema.org – Drupal

Useful Resources

The Type Hierarchy – Schema.org
Rich snippets submission form – Google
HTML Microdata – W3C
Schema.org FAQ – Google Webmaster Help
getSchema.org
An SEO’s guide to schema.org – Raven Tools
Schema.org – Why You’re Behind if You’re Not Using It – SEOmoz
Rich Snippets for Local Search – Google
Microformats & Schema.org – Real life Use Cases – SEOmoz
The Lowdown on Structured Data & Schema.org – Your Questions Answered – SEOmoz
Creating Video Sitemaps for each Video Hosting Platform – Distilled
Schema.org Library – Search Engine Land
How To Use Schema.org Markup for Your Videos – Koozai
Google’s New Data Highlighter – TechCrunch
Google’s Data Highlighter and a view into the future of SEO – Seer Interactive
Schema 101: How To Implement Schema.org Markups To Improve SEO Results – Search Engine Journal
What is JSON-LD? A Talk with Gregg Kellogg – seoskeptic.com
Implementing JSON-LD in WordPress – Builtvisible.com
An Introduction to Schema.org Markup for Emails – Moz

A guide to JSON-LD, microdata and schema.org: guide to generating rich snippets

What is Microdata?

What is JSON-LD

What is Schema.org?

Why use mark-up?

Using Review Data to Enhance Your Search Result Snippets

Example live snippet

1.2 The core mark-up features at a glance:

1.3 The mark-up

1.4 The Test…

Draw Attention to your Products with Richer Snippets

2.1 Example live snippet

2.2 The core mark-up features at a glance:

2.3 The mark-up

2.4 The Test…

2.5 Extending this mark-up

Maximise the Impact of Editorial Reviews in Search

3.1 Example live snippet

3.2 The core mark-up features at a glance:

3.3 The mark-up

3.4 The test…

3.5 Extending this mark-up

Swoop a Grammy by Marking-up Movie Content

4.1 Example live snippet

4.2 The core mark-up features at a glance:

4.3 The mark-up

4.4 The Test…

Bring Your TV Listing Search Results to Life

5.1 Example live snippet

5.2 The core mark-up features at a glance:

5.3 The mark-up

5.4 The Test…

Show Business Credibility in Search Results

6.1 Example snippet

6.2 The core mark-up features at a glance:

6.3 The mark-up

Use Recipe Mark-up to Generate Appetising Rich Snippets

7.1 Example live snippet

7.2 The core mark-up features at a glance:

7.3 The mark-up

7.4 The test…

8. Add Authenticity & Trust to Mobile App Listings

8.1 Example snippet

8.2 The core mark-up features at a glance:

8.3 The mark-up

8.4 The test…

8.5 Extending this mark-up

9. Promote Software Applications in Search Results

9.1 Example live snippet

9.2 The core mark-up features at a glance:

9.3 The mark-up

9.4 The Test…

Tell Us About Yourself with Person Mark-up

10.1 Example snippet

10.2 The core mark-up features at a glance:

10.3 The mark-up

Sell Tickets for Multiple Events with a Single Search Listing

11.1 Example snippet

11.2 The core mark-up features at a glance:

11.3 The mark-up

Dramatically Increase Size of Search Results for Audio Coverage

12.1 Example snippet

12.2 The core mark-up features at a glance:

12.3 The mark-up

12.4 The test:

Generate Rich Media Listings with Video Mark-up

13.1 Example live rich media snippet

13.2 Considerations

13.2 The core mark-up features at a glance:

13.3 The mark-up

Create Interactive Breadcrumb Trails for your Search Listings

14.1 Example live snippet

14.2 The Mark-Up

Logo & Social Sitelinks in Knowledge Graph

15.1 Example live snippet

15.2 The Core Mark-Up Features at a Glance:

15.3 The Mark-Up

SearchAction – Sitelinks Search Box

16.1 Example live snippet

16.2 The Core Mark-Up Features at a Glance: