Content:

Get a free consultation from an expert on your project

Micro-displaying data: what, why and how

Have you ever wondered how your site will “look” in the eyes of search robots? For example, if several blocks of information are placed on the page (article name, image, video, main text, reviews, recipes, contact details in the futter, etc.), the robot reads it all and tries to determine the categories of its parts in order to build the description (snippet) as informative as possible for display in the search issue. 

But what usually happens? The description is formed from mixed passages of various information blocks, and often not very well. In the end, it turns out something like this:
 

Пример страницы без микроразметки
 
And what do we see here? Here you have both part of the description and a fragment of the news about the announcement of the continuation of the film, and in addition to a piece of the left review by someone.

In general, a complete mess that is unlikely to attract the attention of the visitor if there are more informative options nearby with a clear division of the snippet into the description of the film, its rating, links to recommendations to it, posters, etc.:
 

Пример сниппета страницы с микроразметкой
 
In the latter version, the page looks more attractive and informative in the output due to the use of micro-discounting data in its code. 

So what is micro-label and why is it needed?

General Theory of Semantic Markup

Micro-displaying data (aka semantic markup) is a standard for semantic optimization of web pages, in which additional tags and attributes are introduced in HTML code to help search robots determine the essence of the information they index.

Semantic marking not only improves the display of the site in the general search, but also allows certain types of content posted on it to participate in the search for pictures, videos and maps, taking more advantageous positions, since if used, robots will be confident in the purpose of the data they extract. 

The micro-label of data consists of two parts:

  1. Dictionary, which is a kind of language that contains a set of classes and properties used to indicate the type of content of a web page.
     
  2. Syntax, which determines how to use the dictionary - indicates with which attributes and tags the data properties are described.

One of the most popular micro-label dictionaries to date - Schema.org. It was developed in 2011 and was originally accepted for use by Microsoft (Bing), Google and Yahooo! in order to unify the micro-label scheme of web page data. Over time, Yandex pulled himself up. 

Currently, using the Schema.org micro-marker, each webmaster can be sure that information from the pages of his site will be extracted and correctly classified by at least four of the above search engines.
 

Польза применения микроразметки
 
A feature of this type of micro-label is that it is executed directly in the HTML code of web pages without the need to use additional software and individual export files.

The various essences and properties of information in Schema.org micro-label are described in sets of classes, which today already exist several hundred.

Get a free consultation from an SEO expert on your site

Is the use of semantic markup so significant?

At the beginning of the article, we already briefly mentioned that micro-discounting data makes it possible for search engines to build more attractive advanced snippets for display in their extremes, which positively affects the influx of traffic and behavioral factors. 

Besides, tags used in micro-label allow search bots to better understand the contents of the pages when indexed. And this means that in this way they get the opportunity to more effectively determine the degree of relevance of the pages of sites for certain requests, which in the end again positively affects the overall results of their promotion.

Types of Schema.org Micro-Distribution Entities

The micro-label dictionary in question allows you to describe a large number of different types of entities, each of which has its own set of properties.

The most generalized type of micro-label character Schema.org is “Something” (Thing). It has 4 basic properties: “Name”, “Description”, “Link” (url) and “Picture” (image).

All other types of entities are private cases of Thing and its subtypes.

List the most popular of them:

  1. CreativeWork (creativity) - allows you to describe the features of the results of creative activity of various types (books, films, series, songs and even recipes) by indicating authorship, genre, audience reviews, rating, etc.
  2. Event - with its help, details of events are described (date and venue, participants, etc.).
  3. Person (personality) - It is used to describe a real or fictitious person (name, gender, type of activity, contact details).
  4. Organization (organization) - an entity similar to the previous one. Allows you to specify a variety of data about the company, enterprise, organization. 

    Результат использования нескольких сущностей
     
  5. Place and various subtypes (Restaurant, LocalBusiness, etc.) - are used to describe everything that has a geographical location and can be indicated on the map (address of the organization, cafe, cinema, store).
  6. Product - from the name of the entity it is clear that it concerns everything that can be bought or sold. Moreover, this refers not only to goods, but also to services. The properties indicated in this semantic markup may relate to price, rating, model, brand, reviews, etc.

All private types of entities inherit the properties of those that are parental for them. Moreover, there can be several higher entities. For example, LocalBusiness simultaneously inherits properties from the Organization and from Place.

You can familiarize yourself with the complete list of entities and their properties on the official website of Schema.org.

The principle of creating micro-label Schema.org

The Schema.org micro-label dictionary is used using three main attributes:

1. Itemscope. It delimits blocks of information, highlighting them in separate entities.
2. Itemtype. It is used together with the previous attribute and is responsible for determining the type of entity of the selected block.
3. Itemprop. Describes the properties of the entity.

Schema.org semantic markup is always used in two stages:

a) Allocation of the information block and “designation” of its description into a container with the obligatory indication of the micro-label scheme.

b) Implementing an itemprop attribute to indicate a specific property.


Пример использования микроразметки shema.org

 
In the example of a screenshot, the search engine will be able to understand that the information on the page concerns a fantastic horror movie called “Alien”, directed by Ridley Scott, born November 30, 1937; the link points to the trailer of the described film.

Given the number of entities and their properties used in Schema.org micro-assembly, in this way you can describe almost any specific data on pages of sites of various thematic focus and scope.

Use or not

The use of micro-displaying data is not a prerequisite for promotion in search engines. A significant part of the websites that occupy leading positions in searchable issues is well dispensed with without it. And that means that you can very well promote your site without using semantic markings.

But there is one nuance. It is believed that as a result of using Schema.org micro-sampling dictionaries, sites receive advantages, the result of which is an increase in traffic inflows to 30 %. Agree, this is a pretty impressive figure. And this means that if you use micro-labeling, the costs of promoting the site in search engines can be significantly saved. So “think for yourself, decide for yourself”, implement or not implement.