Nick Cavarretta

Internet Marketing Blog Posts

Here are my rantings on internet marketing. I've given some good advice in some articles, and others, well. Take a look for yourself.

What is microdata for SEO?

html5You've probably heard nerds talk about microdata for SEO before and now it's becoming popular you want to know about it. To cut a long story short, it's all about Google and it's 80% of the search engine market in Australia. It's code that helps structure your data within your website to let Google know what type of data it is and how it should be displayed as a rich snippet in search results. Microdata is intended for HTML5 coders leaving the rest behind.

If you want to get technical then microdata is a WHATWG (Web Hypertext Application Technology Working Group) html specification that's used to nest semantics within your existing content on the web. WHATWG was founded by individuals 2004 from the Mozilla Foundation and Opera. It lives today as a joint community of people keen on evolving HTML and is an invitation only group. So basically it's a nerd fest.


EDIT 4th July 2014: Google no longer displays avatars in the search engine listings. You can read the full article here at MOZ. –


Microdata for SEO

Ok, I'm not going to go into complete full detail about microdata as there are a million articles you can check out already online. I'm just going to give you one example on how it should be marked up and where to put it within your code.

I should add that Rich Snippets is an example of in use. Let me put it this way, when you add microdata to your site you can visit the Google Rich Snippets Tool so see your microdata in action.

Let's start with this blog you're on right now. Notice you'll see my name, job title and description in the footer section which includes a link in the copyright that leads to my google plus profile. Well all of that has microdata behind it. Let me bring up the code for you:

microdata-nickYou'll see I've highlighted the microdata in the picture above for you. You can see the same result by right clicking on the page and selecting view-source.

So what does that do?



If you see the picture above you will notice my Google plus information added into the search result. That's because of the rel=”author” or rel=”me” which allowed me to claim authorship of this particular article.

This is not the only feature, you can add microdata in for reviews, products and even your sites breadcrumbs to improve your CTR. I've also seen people use it to have “related articles” included in Google search.


It's thought that since rich snippets are a Google thing, having microdata that structures your data within your html improves your SERP within Google. I for one think this is true and from a human perspective it amplifies the trust factor in search results between the searcher and author.

Microdata has a bit more to go with my reasoning being Google is now favouring local business data that is authorised by a Google partner, which has killed Local SEO but has improved quality within local search. Microdata will be another thing that will determine quality within search even if it's called something else.

Microdata support has apparently been ripped from webkit and blink, which means Safari and Chrome will no longer support the microdata api. This was written by the chair in the RDFa group. Honestly think it really depends on your target consumer. For example, search engines like Google are consumers that reuse your data to display Rich Snippets, such as the one displayed previously with my ugly head in it.

Unless you know that your target consumer only accepts RDFa, you are probably best going with microdata.

There is this article also found about – – Microdata and RDFa living in harmony. I haven't read the whole thing yet but it does contain some cool information.

Now you think you're a pro, check out this article to mess with your mind a little bit more. You can also go directly to the source and visit

Check out these tools I use on a regular basis the save time:


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