As the theme has not yet been discussed, I chose today to talk about microdata, these little bits of code useful for both users and search engines. I will first introduce you to the benefits of microdata and their impact on SEO, and then explain how to integrate them into your pages.
A little history…
Microdata are part of rich snippets in which microformats and RDFa are located. The microdataare somehow improved microformats, which can integrate more easily in the code, including HTML 5.
The main search engines (Google, Yahoo, Bing, Yandex) have all agreed to adopt the same type of “schema” that would present search results more relevant to the user by putting forward results richer in information .
Microdata do not significantly improve the positioning of a site, but they will allow Google to better understand your pages to better serve them.
The benefits of microdata
- Visual : a research result that contains microdata is more important than the other results in the SERPs (this of course depends on the type of microdata installed)
- Relevance : Microdata provide more information to the user than a “classic” result
- Time-saving : The implementation of microdata allows the user to click directly on a link of a deep page rather than to go through another page of the site
- Better understanding : Improves the understanding of the content by giving more information to the search engines which can improve the positioning
- Improved CTR : Improves the clickthrough rate by offering the user several pages that may interest him
How to integrate microdata
Where to put them?
In the code of your page
How to choose them?
The microdata fit into the code of your page , but do not worry, there is no need to be a developer to install your schemas if you have your hand on the code of the site (s) that you manage.
I told you, nothing complicated! Especially when we know the impact that these little bits of codes can have … Moreover, this one represents the microdata which makes it possible to display in the SERPs the location of a theater show in Lyon (“Place” in the code above).
Let’s take a very simple example: a user wants to know if Depeche Mode is going to perform in concert or wants to buy a concert place, he will type “concert depeche mode” and will fall on this page of result:
These results are the first 4 search results after sponsored links and each has microdatashowing the date of upcoming concerts as well as the tour venues and countries. We can notice that each of the sites to fill in the fields differently (in capital letters, tiny, with the countries written entirely or not … etc.).
Needless to say, these results are much more visible to the user and directly give the information they seek.
As seen above, the visual aspect plays a big part in the improvement of your CTR , since your result will be more complete than all the others, and will give more choice to the surfer, who will know if the result really corresponds to his request.
In summary, microdata do not significantly and directly improve your positioning, but they make it possible to reinforce the visibility of your result within the SERPs and present more choices of pages to the user. They also allow search engines to find out more about what your content presents with the help of the different tags you’ll embed.