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Microdata for Enhanced SEO Results

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Microdata is a method of describing web page content using special metadata. It enables search engines to better comprehend a page’s content and display the data in search results more informatively.

For SEO, microdata holds significant importance as it enhances a website’s visibility in search engines, attracting more clicks and improving conversion rates.

For instance, microdata can be used to include company information, address, operating hours, reviews, ratings, prices, products, services, events, and more on a page. This enables search engines to accurately display information about the site in organic search results, capturing more user attention and increasing the likelihood of visiting the site.

Benefits of microdata:

  1. Improved user convenience: Microdata enables concise content representation, enhancing search optimization.
  2. Enhanced appearance in search results: Structured data leads to well-organized snippets, increasing click-through rates.
  3. Improved search rankings: Quality microdata can positively influence user behavior, potentially improving a site’s position in search results.

Microdata Formats: Various microdata formats are available, with some of the most popular including Schema.org, Open Graph, and Twitter Cards. These formats provide different metadata types for various content types on web pages.

Google recommends using the Schema.org format with JSON-LD syntax, which allows for more flexible data structures, nested objects, and lists. Schema.org offers a wide range of microdata types, including CreativeWork, Event, Organization, Person, Place, Product, Review, and Video, among others.

The Semantic Markup Code in Schema.org uses standard HTML tags, such as div, span, link, time, a, and meta. Open Graph and Twitter Cards offer their own meta tags to describe content types.

Some of the basic types of Open Graph micropartitioning include:

  • og:title – the title of the content.
  • og:type – the type of content, such as “article”, “book”, “movie”, etc.
  • og:image – the image associated with the content.
  • og:url – URL of the page with the content.
  • og:description – description of the content.
  • og:site_name – the name of the site where the content is hosted.
  • og:audio – audio file associated with the content.
  • og:video – video file associated with the content.
  • In addition, there are other Open Graph meta tags that can be used to more accurately describe content, such as og:locale, og:updated_time, og:app_id, etc.

Twitter Cards

Twitter Cards is a micropartitioning format that can improve the display of links to websites in tweets. When using Twitter Cards, users can see more information about the link: for example, an image, a title, and a short description. This makes the tweet more informative and attractive to users, which can lead to increased clicks and content distribution.

Twitter Cards are available in several variations:

  1. Summary Card – allows you to add a headline, description and image to your tweet.
  2. Summary Card with Large Image – similar to the Summary Card, but with a larger image.
  3. App Card – allows you to add information about the mobile app that is associated with the link in the tweet.
  4. Player Card – allows you to add multimedia content (video or audio) to your tweet.

Twitter Cards can be implemented on a website using appropriate HTML code. To do this, it is necessary to add meta tags to the website page. Then, when the link to the site is published in a tweet, Twitter will automatically download the information from the meta tags and display it in the appropriate Twitter Cards format.

Using Twitter Cards can be useful for brands, bloggers and companies that want to improve the visual presentation of their links in tweets and draw more attention to their content.

Example:

    <meta name="twitter:creator" content="@MicropropagationSEO">
    <meta name="twitter:title" content="Micropropagation as a way to increase the return on SEO">
    <meta name="twitter:description" content="Micropartitioning is a way of describing content on a web page using special metadata. They allow search engines to better understand the content of a page and display the data in search results in a more informative way.">
    <meta name="twitter:image" content="https://www.seowizard.ru/templates/site/website2020/images/bq1.webp">

Tag Explanation:

twitter:card – card type, which can be omitted here since the summary goes by default.

twitter:creator – link to the author’s account.

twitter:title – title, no more than 70 characters.

twitter:description – description, no more than 200 characters.

twitter:image – link to the image, must be absolute.

Using these microdata formats can help improve a website’s visibility, user engagement, and search rankings. They are especially crucial for niches like medicine, finance, and legal services, where Google scrutinizes E-A-T (Expertise, Authoritativeness, Trustworthiness) compliance.

How to check the correctness of micro markup

Validators will help – they will show whether the search robot will read the structured data correctly and display it in the output.

Google has an official validator: https://search.google.com/structured-data/testing-tool. Fill in all the fields of the form, run the test and you will see the results. In the left part of the screen, there will be a fragment of the code being analyzed, and in the right part – a report that will show errors.

Summary

In summary, focus on optimizing site quality rather than waiting for updates to complete. High-quality content remains a key element of SEO. Don’t neglect the importance of link building, as external links continue to play a significant role in ranking factors.