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Microformatsand SEOGlenn JonesBrightonSEO – Brighton13 Apr 2012

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

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

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

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Microformats vsMicrodata/RDFa

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

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Let’s mark-up a Yorkshire Pudding recipe page

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

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

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

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

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

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

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

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

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

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

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Compound microformatshRecipe Review Author hreview-aggregate hCard

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

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

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

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

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Interlinking sites Recipe site rel=author rel=me Author GoogleRecipe Profile Profile

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30% uplift in CTR for rich snippet - retail use casesPaul Bruemmer SearchEnginelandhttp://searchengineland.com/how-to-get-a-30-increase-in-ctr-with-structured-markup-1058305% uplift in CTR for rich snippet - AB testsRichard Baxter SEOGadgethttps://seogadget.co.uk/understanding-how-intention-influences-search-result/

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Thank you

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

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Thanks to the following for their photos and artworkThe Hoover logo is trademark of the Hoover Companyhttp://www.flickr.com/photos/dithie/4106528495/