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When we talk about content, the first thing we usually think of is a blog article or landing page. But the content can be very different. For example, a description of a product on an online store, an announcement of an event, instructions or a vacancy - all this is also considered content. In order for search engines to understand what kind of content is located on the page, micro markup was developed.
Micromarkup is the markup of a page's code that allows you to specify exactly which elements on a page are specific data types. For example, for a product you can specify a description, price, availability and rating. For an event - date, place, program and ticket price. Each content type has its own unique set of data.
Micromarking is added to the page code, but, unlike regular -tags, it is not visible to users. But search engines can “read” micro-markup, correctly interpret the content and display additional information about the page, product or company in search results.
We have already mentioned the main advantages of micro markup - it helps search engines better understand the content and highlight the site in search results. Let's take a closer look at how it works and what benefits it brings.
When a page is structured using markup, search engines like Google can effectively analyze the content of the page and correctly determine which elements relate to which queries. This increases the chance that the site will appear in searches for more specific and varied queries, including those related to reviews, prices, specific types of content, etc.
When a page specifies what type of content it represents (e.g. instructions, news, recipe), voice assistants such as Google Assistant will be able to find those pages in response to queries like "show news", "find a recipe" or "answer to question".
Search results with added micro markup are called rich snippets. They are more visible among other results and tend to get more clicks. Adding micro markup to a page can significantly improve CTR, especially if it includes additional data such as product rating, price, time or date of an event.
Research has shown that pages with featured snippets receive 51% more clicks. In addition to rich snippets, microdata can help a site get into the Knowledge Graph and provide additional data about images and videos.
When you share a link to a page on social media, markup determines what information will be displayed in the post. For example, you can use Open Graph markup to force the title of the image page to be pulled up when you add a URL.
As already mentioned, micro-markup allows you to create extended snippets, in which, in addition to the title and description, additional elements can be displayed, such as a rating, FAQ, calorie content of a dish, author of a book, etc.
Also, the presence of micro markup increases the chance of getting into such search results tabs as “News”, “Pictures” or “Video”. Let's look at how micro markup is used for different types of content.
A snippet for an article can include not only the title, but also an image, date of publication or update. There is a separate markup for news publications and blogs. For example, the NewsArticle data type is used for news, and BlogPosting is used for blogs.
Data type and property sets: For NewsArticle, you can specify the title of the article (headline), cover image (image), date of publication (datePublished), date of last update (dateModified), publisher (publisher). For a blog, the same data is used, but with the BlogPosting markup type.
What this markup does: A more informative snippet with an illustration and date, which helps show the relevance of the content in search results.
Who should use it: Information portals, news sites and blogs.
Micro-markup helps to provide search engines with additional information about images, which improves the chances of getting into the “Pictures” section of search results. For example, you can indicate the price, availability and brand of the product shown in the photo.
Data type and property sets: For images, the ImageObject data type is used, in which you can specify the author of the image (author), creation date (dateCreated), thumbnail (thumbnail) and other parameters.
What this markup does: In the search results, additional information will be displayed next to the image, for example, about the product, which helps to attract the attention of users.
Who should use it: Online stores and sites focused on image search.
For videos, similar micro-markup allows you to provide additional data about videos that will be displayed in the “Video” section. In addition to the link to the video, the snippet can show a description of the video, a preview image and the date of its publication.
Data type and property sets: For video, the VideoObject data type is used. In this set, you can specify the video title (name), description (description), publication date (datePublished), thumbnail (thumbnailUrl) and other data such as duration, genre, age rating and number of views.
What this markup gives: The video has a greater chance of getting into the “Video” section of the search results, and additional data about it will also be displayed.
Who should use it: Sites with video content, such as online cinemas, educational platforms and video blogs.
Get advice and help in setting up micro markup for your website. You can contact the SEO studio "SEO COMPUTER" with any question by email info@seo.computer.
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