SEO is vital in today's economy, and search engines are starting to move towards a contextual, semantic understanding of content. Microdata allows you to insert contextual information into your websites - such as the author, location information, pricing and so forth - which search engines can use to create 'rich snippets' within their listings.

1. Autor: 18.10.12Ruth Cheesley - @RCheesley
Microdata, Authorship and
why you can't afford to
ignore Google+
Ruth Cheesley – Virya Technologies

2. Show me the money!

3. Good SEO = Reputation Management

4. Could do better!

5. Autor: 18.10.12Ruth Cheesley - @RCheesley
Microdata

6. It all starts with the markup

7. Content + Context = King
I want to know
about avatar
I want to know
about avatar
Uhhh, which
one?
Uhhh, which
one?

8. So many things to do!

9. Relevance to business

10. Rich Snippets in action
Click-through rates 30% higher
Potentially 3+ ranks higher

11. Trusted recommendations

12. Stand out from the crowd!

13. One format to rule them all

14. Available Schemas
ThingThing
Creative Work Place
Product Event
Intangible Person
Medical entity Organisation
Creative Work Place
Product Event
Intangible Person
Medical entity Organisation

15. Creative Work Schema
Creative
Work
Creative
Work
Article Painting
Blog Photograph
Book Recipe
Comment Review
Diet Sculpture
Exercise Plan Software App
Item list TV Episode
Map TV Season
Media object TV Series
Movie Webpage
Music Playlist Webpage element
Music Recording
Article Painting
Blog Photograph
Book Recipe
Comment Review
Diet Sculpture
Exercise Plan Software App
Item list TV Episode
Map TV Season
Media object TV Series
Movie Webpage
Music Playlist Webpage element
Music Recording

16. How to use schema.org markup
Define the
schema
Define the
schema
Declare the
property
Declare the
property
itemscope
&
itemtype
itemprop

17. schema.org markup
<div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
<div itemprop="director" itemscope
itemtype="http://schema.org/Person">
Director: <span itemprop="name">James Cameron</span>
(born <span itemprop="birthDate">August 16, 1954)</span>
</div>
<span itemprop="genre">Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html"
itemprop="trailer">Trailer</a>
</div>

18. Movie listing - before Microdata
<h1>Pirates of the Carribean: On Stranger Tides (2011)</h1>
Jack Sparrow and Barbossa embark on a quest to find the elusive
fountain of youth, only to discover that Blackbeard and his daughter are
after it too.
Director: Rob Marshall
Writers: Ted Elliott, Terry Rossio, and 7 more credits
Stars: Johnny Depp, Penelope Cruz, Ian McShane
8/10 stars from 200 users. Reviews: 50.

19. Movie listing - after Microdata
<div itemscope itemtype="http://schema.org/Movie"><h1 itemprop="name">Pirates of the
Carribean: On Stranger Tides (2011)</h1>
<span itemprop="description">Jack Sparrow and Barbossa embark on a quest to find the
elusive fountain of youth, only to discover that Blackbeard & his daughter are after it too.</span>
Director: <div itemprop="director" itemscope itemtype="http://schema.org/Person"><span
itemprop="name">Rob Marshall</span></div>
Writers: <div itemprop="author" itemscope itemtype="http://schema.org/Person"><span
itemprop="name">Ted Elliott</span></div><div itemprop="author" itemscope
itemtype="http://schema.org/Person"><span itemprop="name">Terry Rossio</span></div>,
and 7 more credits
Stars: <div itemprop="actor" itemscope itemtype="http://schema.org/Person"><span
itemprop="name">Johnny Depp</span>, </div><div itemprop="actor" itemscope
itemtype="http://schema.org/Person"><span itemprop="name">Penelope
Cruz</span>,</div><div itemprop="actor" itemscope
itemtype="http://schema.org/Person"><span itemprop="name">Ian McShane</span></div>
<div itemprop="aggregateRating" itemscope itemtype=
"http://schema.org/AggregateRating > <span itemprop="ratingValue">8</span> / <span
itemprop="bestRating">10</span> stars from <span itemprop="ratingCount">200
</span>users. Reviews: <span itemprop="reviewCount">50</span>.</div></div>

20. And the results are ...
Google's “Knowledge Graph”Google search listings

21. Autor: 18.10.12Ruth Cheesley - @RCheesley
Authorship & Publisher Markup

22. What is Authorship?
Link to profile

23. Google+ is where it starts

24. Adding author markup
Step 1: Add link to your G+ Profile
<a href="[profile_url]?rel=author">Google+</a>
Step 2: Add link in 'contributor to' section on G+

25. Adding publisher markup
Step 1: Add link to your G+ Page on your site
<a href="[profile_url]?rel=publisher">Google+</a>
Step 2: Verify the website link on your G+ Page

26. Profile linking in action

27. View all by author
Taken from your
Google+ Profile

28. Knowledge Graph in action

29. Related people

30. Microdata needs adding
Contact page
Articles
Blogs
Resources
Directories
Reviews
Media
Shops

31. Add it yourself!
Define the
schema
Define the
schema
Declare the
property
Declare the
property
itemscope
&
itemtype
itemprop

32. Here's one I made earlier ….
www.microdataforjoomla.com
JDKE13 – 50% discount
@MicrodataJoomla

33. Extend Joomla!
?

34. Autor: 18.10.12Ruth Cheesley - @RCheesley
Review

35. Autor: 18.10.12Ruth Cheesley - @RCheesley
●
Microdata allows you to add context to your
web-based content
●
Search engines can use microdata to create
'rich snippets' in your listings
●
Authorship is a type of microdata which links
an author to their content on the web
●
Many websites do not include microdata by
default but you can add it manually (or with
extensions)

36. Autor: 18.10.12Ruth Cheesley - @RCheesley
For more information
www.schema.org
plus.google.com/authorship
microdataforjoomla.com
gplus.to/RCheesley