Format it!

Usage of microformats and schema.org

Dmitry Ivashutin at :iTechArt, Feb 2014

Microformats are:

A way of thinking about data

Design principles for formats

Adapted to current behaviors and usage patterns

Highly correlated with semantic XHTML

A set of simple open data format standards

Microformats are not:

A new language

Infinitely extensible and open-ended

An attempt to get everyone to change their behavior and rewrite their tools

A whole new approach that throws away what already works today

So what are

microformats?

Common address markup

<div><div>Dmitry Ivashutin</div><div>iTechArt Group</div><div>+1 732 917 06 32</div><a href="http://www.itechart.com/">

www.itechart.com</a>

</div>

Adding styles

<div class="personal-info"><div class="full-name">Dmitry Ivashutin</div><div class="company-name">iTechArt Group</div><div class="phone-primary">+1 732 917 06 32</div><a href="http://www.itechart.com/">

www.itechart.com</a>

</div>

Are you an

inventor?

Don’t invent the wheel<div class="vcard">

<div class="fn">Dmitry Ivashutin</div><div class="org">iTechArt Group</div><div class="tel">

<span class="type">Work</span> <span class="value">+1 732 917 06 32</span>

</div><a class="url" href="http://www.itechart.com/">

www.itechart.com</a>

</div>Microformats hCard Creator

They are already here

hCardgeo

adr

hAtom

XFN

hCalendar

hReview

hProduct

What about

schema.org?

“Schema” style markup<div itemscope itemtype="http://schema.org/Person">

<div itemprop="name"> Dmitry Ivashutin

</div><div itemscope itemtype="http://schema.org/Organization"> <a itemprop="url" href="http://www.itechart.com/"> <div itemprop="name"> iTechArt Group </div> </a> <div itemprop="telephone">+1 732 917 06 32</div></div>

</div> Google Structured Data Testing Tool

Make the world search better

Prehistory of schema

Schema agreement

Pros and Cons

Pros and Cons

“+”❖ “semantic-ness”

➢ for services➢ for extensions➢ for SEO

❖ Open Web

“–”❖ additional markup❖ extra support❖ extra attention to data❖ no uniform support in

browsers

“+”❖ generalized format❖ rich formats❖ SEO oriented❖ strict and structured❖ HTML5

“–”❖ Big Three Agreement and

Closed Web❖ agreement, not standard❖ HTML5❖ all other cons from

microformats

Microformats schema.org

References

1. http://microformats.org

2. http://revolucao.etc.br/imagens/microformats_diagram_portug.jpg

3. http://coding.smashingmagazine.com/2007/05/04/microformats-what-they-are-and-

how-to-use-them/

4. http://schema.org/

5. http://schema-creator.org/

6. https://support.google.com/webmasters/answer/1211158?hl=en