A Detailed Guide into Schema and Microdata

schema microdataAyan Sarkar

Index:

1. What is schema
2. Why schema is so important
3. How to use schema markup on your website
4. Here are certain tips on how to use schema markup
5. Some of important schemas and how to use them in your website
5.1. Article
5.2. Local business
5.3. Event
5.4. Software Application
5.5. Brand
5.6. Review
5.7. Product
5.8. Movie
5.9. Person
5.10. Book
5.11. Video
5.12. Recipe
5.13. Mobile Application
5.14. Contact us
5.15. Web page
5.16. Gmail markup

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The word schema plays a very vital part in the world of web technology. Most of the tech-pro are well versed with the use of schemas, their variations as well as their different types. But those who are not aware what schema is and how to set up a schema, we bring to you this guide which can surely contribute in the right way to help you understand Schema.

What is Schema?

HTML tags are commonly used by Webmasters right on their pages. HTML tags usually let the browser how to display particular information which is included in the tag.

Take the example of our company Webskitters. With <hi>Webskitters</hi>, the text string is written in heading 1 format. But you will not get any idea about what Webskitters is as the HTML tag does not give any information about the text string Webskitters. That is the reason why it is required to make it easier for Google to display the relevant content to the user.

Schema will provide information about vocabularies webmasters to effectively mark up the pages in ways, it can be understood by various search engines: Microsoft, Google, Yahoo and Yandex!

The vocabulary of schema can be used along with Microdata, JSON-LD or RDFa can be used to add information right to the web content helping to add markup to web pages.

Now the next big question is why schema is so important.

Schema Markups helps the website to rank better for different types of content types. There is data markup for

  • Articles
  • Local businesses
  • Movies
  • Book Reviews
  • Restaurant
  • TV episode and ratings
  • Software Applications
  • Products
  • Events
  • Logo
  • Social Profiles
  • Postal Address
  • Corporate contact information

Websites which have schema markup ranks better in Search Results than companies without having markup. As per study, rankings can increase up to four positions.

Next let us understand how to use schema markup on your website

We set up schema markup to get better rankings in the search results which are displayed. Schema markup can help you in certain ways. But with the website in hand, follow these steps very effectively. The steps include.

  • Go to the Structured Data Markup Helper of Google

Go to the markup data of Google, to know about the structured markup helper which is available on Google.

  • Selecting the type data which one plans to markup

There are various options which are listed. This list is not complete. It is one of the common types of content which are used.

  • Pasting in URL of the article which want to markup

Markup is used in a particular section. By pasting the URL in the article is certainly the next step to proceed in the best possible way. The page will load right in the markup tool along with next phase of markup tagging items. One can see the web page in the left pane with the data items.

  • Giving important to the type of elements which is required to be marked up

This process works in a whole new different way. One can highlight the name of article by add Name markup.

  • To continue adding markup items

The use of data items as a guide can be used and highlight various other items to the markup list. You would not be able to tag each and every items right in the list. Simply just add what one can.

  • Creating the HTML

After the above steps, HTML should be created. HTML of the relevant Microdata is inserted in the various spots which have been selected.

  • Adding schema markup right to the web page

One will go into CMS and add exclusive highlighted snippets right in the perfect spots. You can find yellow markers right on scrollbar to exclusive schema markup code.

Another alternative will be download to download the generated HTML file and then copy/paste right into source code or CMS.

After clicking on Finish, one will be presented with a series of next steps.

With structured data testing tool, try to find out what the page where markup has been added will look like.

If you want, you can analyze the published web pages as it is possible. Try to analyze the code which the tool has been generated and which one has been downloaded.

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Here Are Certain Tips On How To Use Schema Markup

Till now we discussed on how to use schema markup. Here are certainly some tips which can help you dive deeper and get best possible results on schema.

  • Finding the Schemas that is mostly used

Well Schema.org provides to you a list of some schema markup which can be used. One can visit the organization of schemas page to get the list. Check the types which are perfect for your business.

  • Find one and all schema types which one need

There are different varieties of markup types. To get the full list, one should visit ‘The Type Hierarchy’. One can get the list of the markup types which are available.

  • The more the markup the better

As per the instructions stated on Schema.org, the more content one marks up, the better. One can start understanding the vast option of item types, one can begin on how much there is right on the web page which one can mark up.

Only the content which is visible to the people who visit the web page should be marked up and certainly other hidden page elements.

Some Of Important Schemas And How To Use Them In Your Website

  • Article

The pathway for article: Thing > Creative Work > Article

An article is a news article or a piece of report based on any sort of investigation. Newspaper and magazines have various articles published of different types.

This schema has been used in over 1,000,000 domains.

The various properties of the schema article are

  • articleBody
  • articleSection
  • pageEnd
  • pageStart
  • pagination
  • wordCount

The schema is as follow:

Example (without markup)

Title: Webskitters, one of the Reputed web design and Development Company

Caption: A pioneer web development company marking its presence in fast developing online world

Description: Webskitters is one of fast growing compnaies in the arena of web design and development.

Article Body: Establishing in the year 2011, Webskitters is one of the fast growing companies in the arena of web design and development. Catering to clients spread across seven countries, Webskitters has 94% client retention policy attracting clients from all across the globe.

Using Microdata

<div itemscope itemtype="http://schema.org/Article">
<div itemprop="headline">
Webskitters, one of the
Reputed web design and Development Company
</div>
<div itemprop="description">
Webskitters is one of the fast growing companies
in the arena of web design and development.
</div>
<div itemprop="associatedMedia">
<span itemscope itemtype="http://schema.org/ImageObject">
<img itemprop="contentURL"
src="/files/rNews-Sample-Story/webskitters_sample_news.jpg"/>
<div>
Credit:
<span itemprop="author">Ayan Sarkar</span>/
<span itemprop="sourceOrganization">
<span itemscope itemtype="http://schema.org/Organization">
<span itemprop="name"> Reuters</span>
</span>
</span>
</div>
<div itemprop="caption">
A pioneer web development company marking its presence
in fast developing online world.
</div>
</span>
</div>
<div>
<meta itemprop="datePublished" content="2016-09-27"/>
March 24, 2011
</div>
<div itemprop="articleBody">
<p>
Establishing in the year 2011
Webskitters is one of the fast growing companies
in the arena of web design and development.
Catering to clients spread across seven countries
Webskitters has 94% client retention policy
attracting clients from all across the globe.
</p>
</div>
</div>
  • Local Business

The pathway for Local Businesses: Thing > Organization > LocalBusiness
Thing > Place > LocalBusiness

This defines physical business or any branch of the organization. The examples of LocalBusiness include a restaurant; web Development Company targeting local people.

This schema has been used in over between 500,000 and 1,000,000 domains.

The various properties of the schema local business are

  • currenciesAccepted
  • paymentAccepted
  • priceRange

The schema is as follow:

Example: (without markup)

Name: Webskitters LLC
Address:
7950 NW 53rd St #337 Miami, Florida 33166
Phone:
317.759.7373

Using Microdata

<div itemscope itemtype="http://schema.org/LocalBusiness">
<span itemprop="name">Webskitters</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">7950 NW 53rd St #337</span>
<span itemprop="addressLocality">Miami</span>,
<span itemprop="addressRegion">Florida</span>
<span itemprop="postalCode">33166</span>
</div>
Phone: <span itemprop="telephone">317.759.7373</span>
</div>
  • Event

The pathway for Event: Thing > Event

An event can be happening at a certain time and location like lecture, concert or festival. Various offers can be listed and repeated events can be structured as objects of events.

These schemas can be used in 100,000 and 250,000 domains.

The various properties of the schema Event are

  • Attendee
  • doorTime
  • duration
  • endDate
  • eventStatus
  • location
  • offers
  • performer
  • previousStartDate
  • startDate
  • subEvent
  • typicalAgeRange
  • workPerformed

The Schema is as follows:

Example: (without markup)

Event Name: Annual Meet of Webskitters
Description: The annual meet invites delegates and members from all across the globe. The forum discusses various issues like the future plan of the brand, its initiatives, its endeavors and many more.
Start date: 2016-09-01
End Date: 2016- 09- 04
Name of Location: Miami
Street Address: 7950 NW 53rd St #337
City: Miami
State / Province / Region: Florida

Using Microdata

<div itemscope itemtype="http://schema.org/Event">
<span itemprop="name">Annual Meet of Webskitters</span><br>
<span itemprop="description">The annual meet invites delegates and members from all across the globe. The forum discusses various issues like the future plan of the brand, its initiatives, its endeavours and many more.</span><br>
When: <time itemprop="startDate" datetime="2016-09-01"></time> -
<time itemprop="endDate" datetime="2016- 09- 04"></time><br>
<div itemprop="location" itemscope itemtype="http://schema.org/Place">
Where: <span itemprop="name">Miami</span><br>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">7950 NW 53rd St #337</span><br>
<span itemprop="addressLocality">Miami</span><br>
<span itemprop="addressRegion">Florida</span>
</div>
</div>
</div>

*As per requirements, more additional fields may be added to the event which you create.

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  • Software Application

The pathway for Event: Thing > CreativeWork > SoftwareApplication

Software application is surely an application which serves certain purposes.

The schemas can be between 10,000 and 50,000 domains.

The various properties of the schema Event are

  • applicationCategory
  • applicationSubCategory
  • applicationSuite
  • countriesNotSupported
  • countriesSupported
  • device
  • downloadUrl
  • featureList
  • fileFormat
  • fileSize
  • installUrl
  • memoryRequirements
  • operatingSystem
  • permissions
  • processorRequirements
  • releaseNotes
  • requirements
  • screenshot
  • softwareVersion
  • storageRequirements

The Schema is as follows:

Without Markup

App Name: Webskitters Web application
Category: Business
Operating System: Android 6.0
Rating: 4
Number of Rating: 10
Currency: USD
Price: 30

Using Microdata

<div itemscope itemtype="http://schema.org/SoftwareApplication">
<span itemprop="name">Webskitters Web application</span><br>
<span itemprop="applicationCategory">Business</span><br>
Requires <span itemprop="operatingSystem">Android 6.0</span><br>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
Rating <span itemprop="ratingValue">4</span>
(<span itemprop="ratingCount">10 ratings</span>)
</div>
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
Price: <span itemprop="price">30</span> <span itemprop="priceCurrency" content="USD"></span>
</div>
</div>
  • Brand

The pathway for Event: Thing > Intangible > Brand

A brand is usually a name used by an organization, person or product for labeling itself.

The schema can be used between 10,000 and 50,000 domains

The various properties of the schema Brand are

  • Logo
  • aggregateRating
  • review

The Schema is as follows:

Without Markup

URL: https://www.webskitters.com/
Type: Business
Description: Webskitters is a reputed web development and design company offering expert professional services by experienced people of the industry.
Name: Webskitters LLC
URL: https://www.webskitters.com/
Address: 7950 NW 53rd St #337
P.O. Box: Miami
City: Miami
State/Region: Florida
Postal Code: 33166
Country: USA

Using Microdata

<div itemscope itemtype="http://schema.org/Corporation">
<meta itemprop="description" content="Webskitters is a reputed web development and design company offering expert professional services by experienced people of the industry.">
<link itemprop="url" href="https://www.webskitters.com/" rel="author"/>
<a itemprop="url" href="https://www.webskitters.com/"><span itemprop="name" style="display:block;"><strong>Webskitters LLC</strong></span></a>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress" style="display:block;">7950 NW 53rd St #337</span>
<span itemprop="postOfficeBoxNumber" style="display:block;">Miami</span>
<div>
<span itemprop="addressLocality" style="display:block;">Miami</span>,
<span itemprop="addressRegion"style="display:block;">Florida</span>
</div>
<span itemprop="postalCode"style="display:block;">33166</span>
<span itemprop="addressCountry"style="display:block;">USA</span>
</div>
</div>
  • Review

The pathway for review: Thing > CreativeWork > Review

A review is an option, be it positive or negative about a product, item, movie or restaurant.

The schemas can be between 250,000 and 500,000 domains.

The various properties of the schema Review are

  • itemReviewed
  • reviewBody
  • reviewRating

The Schema is as follows:

Without Markup

URL: https://www.webskitters.com/
Description: Webskitters is a reputed web development and design company offering expert professional services by experienced people of the industry.
Name: Webskitters LLC
Item Reviewed: The brand Webskitters LLC
Author: Michael Kenner
Date Reviewed (yyyy-mm-dd): 2015-03-15
Description: If you are looking for professional codeIgniter services then the perfect option for you is Webskitters for their expertise services.
Rating: 5
Rating Scale Maximum: 5
Rating Scale Minimum: 1

Using Microdata

<div itemscope itemtype="http://schema.org/Review">
<meta itemprop="description" content="Webskitters is a reputed web development and design company offering expert professional services by experienced people of the industry.">
<meta itemprop="datePublished" content="2015-03-15">
<link itemprop="url" href="https://www.webskitters.com/" rel="author"/>
<a itemprop="url" href="https://www.webskitters.com/"><span itemprop="name" style="display:block;"><strong>Webskitters LLC</strong></span></a>
<span itemprop="reviewBody" style="display:block;">If you are looking for professional codeIgniter services then the right brand which you should surely look for is Webskitters for their expertise services.</span>
<span itemprop="author" itemscope itemtype="http://schema.org/Person" style="display:block;"><span itemprop="name">Michael Kenner</span></span>
<span itemprop="itemReviewed" itemscope itemtype="http://schema.org/Thing" style="display:block;"><span itemprop="name">The brand Webskitters LLC</span></span>
<div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
<span itemprop="ratingValue">5</span> / <span itemprop="bestRating">5</span>
</div>
</div>
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  • Product

The pathway for Product: Thing > Product

Product or service are sort of product offered. That may be: a pair of shoes, rental of cat, concert ticket or any sort of web development services.

The schemas can be over 1,000,000 domains

  • aggregateRating
  • audience
  • brand
  • color
  • depth
  • gtin13
  • gtin14
  • gtin8
  • height
  • isAccessoryOrSparePartFor
  • isConsumableFor
  • isSimilarTo
  • itemCondition
  • logo
  • manufacturer
  • model
  • mpn
  • offers
  • productID
  • releaseDate
  • review
  • sku
  • weight
  • width

The Schema is as follows:

Without Markup

URL: http://www.samsung.com/in/
Name: Brand New In Box Samsung Galaxy S7 Edge GSM/ LTE Unlocked 32GB.
Description: A brand-new, unused and undamaged item galaxy S7 perfect for yourself.
Reviews: 60
Condition: New
URL: http://www.ebay.in/itm/Brand-New-In-Box-Samsung-Galaxy-S7-Edge-GSM-LTE-Unlocked-32GB-/291749649717?hash=item43eda25d35:g:UeAAAOSwHoFXt97V
Brand: Samsung
Manufacturer: Samsung
Model: Samsung Galaxy S7 Edge GSM
Product ID: 291749649717
Average Rating: 4.5
Price: 49,990.00

Using Microdata

<div itemscope itemtype="http://schema.org/Product">

 <meta itemprop="description" content="A brand-new, unused and undamaged item galaxy S7 perfect for yourself.">

 <link itemprop="url" href="http://www.ebay.in/itm/Brand-New-In-Box-Samsung-Galaxy-S7-Edge-GSM-LTE-Unlocked-32GB-/291749649717?hash=item43eda25d35:g:UeAAAOSwHoFXt97V" rel="author"/>

 <a itemprop="url" href="http://www.ebay.in/itm/Brand-New-In-Box-Samsung-Galaxy-S7-Edge-GSM-LTE-Unlocked-32GB-/291749649717?hash=item43eda25d35:g:UeAAAOSwHoFXt97V"><span itemprop="name" style="display:block;"><strong>Brand New In Box Samsung Galaxy S7 Edge GSM/ LTE Unlocked 32GB.</strong></span></a>

 <span itemscope itemtype="http://schema.org/Brand" style="display:block;"><span itemprop="name">Samsung</span></span>
 <span itemprop="member" itemscope itemtype="http://schema.org/Organization" style="display:block;">Manufactured by: <span itemprop="name">Samsung</span></span>

 <span style="display:block;">Model: <span itemprop="model">Samsung Galaxy S7 Edge GSM</span></span>

 <span style="display:block;">Product ID: <span itemprop="productID">291749649717</span></span>

 <span itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">

 <span itemprop="ratingValue">4.5</span> based on <span itemprop="reviewCount">60</span> reviews </span>

 <span itemprop="offers" itemscope itemtype="http://schema.org/Offer"><span itemprop="price">49,990.00</span><link itemprop="itemCondition" href="http://schema.org/NewCondition" />New</span>

 </div>
  • Movie

The pathway for Movie: Thing > CreativeWork > Movie

A movie depicting a story, epic or fictional story

The schemas can be between 10,000 and 50,000 domains.

The various properties of the schema Product are

  • Actor
  • Director
  • Duration
  • musicBy
  • producer
  • productionCompany
  • trailer

The Schema is as follows:

Without Markup

URL: www.example.com
Name: Titanic
Description: A love story involving a seventeen year old rich girl along with a poor artist right on the maiden voyage of the largest ship Titanic. This giant ship was drowned right on its maiden voyage creating the biggest tragedy in the world of shipping.
URL: http://www.imdb.com/title/tt0120338/
Directed By: James Cameron
Actor: Leonardo DiCaprio
Actor: Kate Winslet
Actor: Billy Zane

Using Microdata

<div itemscope itemtype="http://schema.org/Movie">

<meta itemprop="description" content="A love story involving a seventeen year old rich girl along with a poor artist right on the maiden voyage of the largest ship Titanic. This giant ship was drowned right on its maiden voyage creating the biggest tragedy in the world of shipping.">

<link itemprop="url" href="http://www.imdb.com/title/tt0120338/" rel="author"/>

<a itemprop="url" href="http://www.imdb.com/title/tt0120338/"><span itemprop="name" style="display:block;"><strong>Titanic</strong></span></a>

<span itemprop="director" itemscope itemtype="http://schema.org/Person">James Cameron</span>

<div>
<span itemprop="actors" itemscope itemtype="http://schema.org/Person" style="display:block;"><span itemprop="name">Leonardo DiCaprio</span></span>

<span itemprop="actors" itemscope itemtype="http://schema.org/Person" style="display:block;"><span itemprop="name">Kate Winslet</span></span>

<span itemprop="actors" itemscope itemtype="http://schema.org/Person" style="display:block;"><span itemprop="name">Billy Zane</span></span>
</div>
</div>
  • Person

The pathway for Person: Thing > Person

A person may be alive, undead, dead or fictional.

The schemas can be over 1,000,000 domains.

The various properties of the schema Person are

  • additionalName
  • address
  • affiliation
  • alumniOf
  • award
  • birthDate
  • brand
  • children
  • colleague
  • contactPoint
  • deathDate
  • duns
  • email
  • familyName
  • faxNumber
  • follows
  • gender
  • givenName
  • globalLocationNumber
  • hasPOS
  • homeLocation
  • honorificPrefix
  • honorificSuffix
  • interactionCount
  • isicV4
  • jobTitle
  • knows
  • makesOffer
  • memberOf
  • naics
  • nationality
  • owns
  • parent
  • performerIn
  • relatedTo
  • seeks
  • sibling
  • spouse
  • taxID
  • telephone
  • vatID
  • workLocation
  • worksFor

The Schema is as follows:

Without Markup

Name: Ayan Sarkar
Job / Title: CTO of Webskitters
City: Miami
State / Province / Region: Florida

Using Microdata

<div itemscope itemtype="http://schema.org/Person"> 
My name is <span itemprop="name">Ayan Sarkar</span> 

<span itemprop="jobTitle">(CTO of Webskitters)</span><br> 

<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> 

I live in <span itemprop="addressLocality">Miami</span>, 

<span itemprop="addressRegion">Florida</span> 

</div> 
</div>
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  • Book

The pathway for Book: Thing > CreativeWork > Book

A book is a detailed informative writings.

The schemas can be 10,000 and 50,000 domains.

The various properties of the schema Book are

  • bookEdition
  • bookFormat
  • illustrator
  • isbn
  • numberOfPages

The Schema is as follows:

Without Markup

URL: www.example.com
Name: Wings of Fire
Description: Wings of Fire is an autobiography written by APJ Abdul Kalam written by APJ Abdul Kalam himself stating about the various instances of his life.
URL: www.example.com
Author: A P J Abdul Kalam
Published on: 1999
Publisher: Universities Press
Edition: 1999
ISBN/ISSN: 81-7371-146-1

Using Microdata

<div itemscope itemtype="http://schema.org/Book">

<meta itemprop="description" content="Wings of Fire is an autobiography written by APJ Abdul Kalam written by APJ Abdul Kalam himself stating about the various instances of his life.">

<meta itemprop="datePublished" content="1999">

<link itemprop="url" href="www.example.com" rel="author"/>

<link itemprop="bookFormat" href="http://schema.org/Ebook">

<link itemprop="bookFormat" href="http://schema.org/Paperback">

<link itemprop="bookFormat" href="http://schema.org/Hardcover">

<a itemprop="url" href="www.example.com"><span itemprop="name" style="display:block;"><strong>Wings of Fire</strong></span></a>

<span itemprop="author" itemscope itemtype="http://schema.org/Person" style="display:block;"><span itemprop="name">A P J Abdul Kalam</span></span>
<span itemscope itemtype="http://schema.org/Organization" style="display:block;"><span itemprop="name">Universities Press</span></span>

<span itemprop="bookEdition">1999</span>

<span itemprop="isbn">81-7371-146-1</span>
</div>
  • Video

The pathway for Video: Thing > CreativeWork > MediaObject > VideoObject

A video file

The schemas can be between 100,000 and 250,000 domains

The various properties of the schema Video are

  • caption
  • productionCompany
  • thumbnail
  • transcript
  • videoFrameSize
  • videoQuality

The Schema is as follows:

Without Markup

Name: WebSkitters Client Testimonial – Bohme.com
Description: WebSkitters acknowledges the appreciation of the Bohme Sisters and is thankful to them for praising and liking our work. We express our gratitude for their appreciation. For more please visit https://www.webskitters.com
Video URL: https://youtu.be/jFTvTyxv-sg
Embed Url: <iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/jFTvTyxv-sg” frameborder=”0″ allowfullscreen></iframe>
Video iframe code: <iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/jFTvTyxv-sg” frameborder=”0″ allowfullscreen></iframe>
Thumbnail image: https://i.ytimg.com/vi/jFTvTyxv-sg/1.jpg?time=1472216599283
Duration: 0.42

Using Microdata

<div itemprop="video" itemscope itemtype="http://schema.org/VideoObject">

 <meta itemprop="description" content="WebSkitters acknowledges the appreciation of the Bohme Sisters and is thankful to them for praising and liking our work. We express our gratitude for their appreciation. For more please visit https://www.webskitters.com">

 <meta itemprop="thumbnailURL" content="https://i.ytimg.com/vi/jFTvTyxv-sg/1.jpg?time=1472216599283">

 <meta itemprop="duration" content="0.42">

 <meta itemprop="embedURL" content="<iframe width="560" height="315" src="https://www.youtube.com/embed/jFTvTyxv-sg" frameborder="0" allowfullscreen></iframe>">

 <link itemprop="url" href="https://youtu.be/jFTvTyxv-sg" rel="author"/>

 <a itemprop="url" href="https://youtu.be/jFTvTyxv-sg"><span itemprop="name" style="display:block;"><strong>WebSkitters Client Testimonial - Bohme.com</strong></span></a>

 <iframe><iframe width="560" height="315" src="https://www.youtube.com/embed/jFTvTyxv-sg" frameborder="0" allowfullscreen></iframe></iframe>

 </div>
  • Recipe

The pathway for Recipe: Thing > CreativeWork > Recipe

A recipe can be used for dietary restrictions which are covered by recipe. There are few dietary restrictions which are covered by each recipe. The property of the keywords can surely be used for adding more detail.

The schemas can be between 100,000 and 250,000 domains

The various properties of the schema Recipe are

  • cookingMethod
  • cookTime
  • ingredients
  • nutrition
  • prepTime
  • recipeCategory
  • recipeCuisine
  • recipeInstructions
  • recipeYield
  • totalTime

The schema is as follows:

Without Markup

Recipe Name: Corn-and-Ham Risotto

Photo (URL): http://clv.h-cdn.co/assets/16/31/640×640/square-1470080132-clx090116brkdinnerguide-09.jpg

Creator: Marian Cooper Cairns

Description: This is a bowl of creamy risotto is excellent comforting to eat at dinner.

Prep Time (Minutes): 0:30

Cook Time (HH:MM): 0:30

Total Time (HH:MM): 1 hour

Yield (Servings): 4 servings

Ingredients:
– 2 tbsp. extra-virgin olive oil
– 1 large shallot, chopped
– 2 garlic cloves, chopped
– 1 1/2 c. arborio rice
– 3/4 c. dry white wine
– Kosher salt
– Freshly ground black pepper
– 4 c. chicken stock, divided
– 2 c. fresh corn kernels (from about 3 ears)
– 8 oz. shredded smoked ham
– 4 oz. white Cheddar cheese, grated (about 1 c.)
– 1/4 c. thinly sliced fresh chives, plus more for serving

Instructions:
Heat oil over medium heat in large saucepan and then add shallot, garlic and then cook and stir till it is softened till soft for 1 to 2 minutes. Then add rice and cook and stirring till 2 to 4 minutes. After that add wine and cook till the liquid is absorbed till 1to 2 minutes. Add salt and pepper. Then add I cup of stock stirring for 5 to 6 minutes after adding corn till tender. After removing from heat, stir in cheese till melted.

Nutrition fact: calories: 584.

Tags: Cheesy

140 comments

Using Microdata

<div itemscope itemtype="http://schema.org/Recipe">

<span itemprop="name"> Corn-and-Ham Risotto </span>

By <span itemprop="author"> Marian Cooper Cairns </span>,

<meta itemprop="datePublished" content="2016-08-03">August 3, 2016

<img itemprop="image" src=" http://clv.h-cdn.co/assets/16/31/640x640/square-1470080132-clx090116brkdinnerguide-09.jpg "
alt=" Corn-and-Ham Risotto " />

<span itemprop="description"> This is a bowl of creamy risotto is excellent comforting to eat at dinner.</span>

Prep Time: <meta itemprop="prepTime" content="PT30M">30 minutes

Cook time: <meta itemprop="cookTime" content="PT30M">30 minutes

Yield: <span itemprop="recipeYield">4 servings </span>

Tags: <link itemprop="suitableForDiet" href="http://schema.org/ Cheesy Diet" />Low fat
<div itemprop="nutrition"
itemscope itemtype="http://schema.org/NutritionInformation">

Nutrition facts:
<span itemprop="calories">584 calories</span>,
</div>

Ingredients:
- <span itemprop="recipeIngredient">2 tbsp. extra-virgin olive oil </span>
- <span itemprop="recipeIngredient">1 large shallot, chopped </span>
- <span itemprop="recipeIngredient">2 garlic cloves, chopped </span>
- <span itemprop="recipeIngredient">1 1/2 c. arborio rice </span>
- <span itemprop="recipeIngredient">3/4 c. dry white wine </span>
- <span itemprop="recipeIngredient"> Kosher salt </span>
- <span itemprop="recipeIngredient"> 4 c. chicken stock, divided </span>
- <span itemprop="recipeIngredient">2 c. fresh corn kernels (from about 3 ears)</span>
- <span itemprop="recipeIngredient">8 oz. shredded smoked ham </span>
- <span itemprop="recipeIngredient">4 oz. white Cheddar cheese, grated (about 1 c.)</span>
- <span itemprop="recipeIngredient">1/4 c. thinly sliced fresh chives, plus more for serving </span>
...

Instructions:

<span itemprop="recipeInstructions">

Heat oil over medium heat in large saucepan and then add shallot, garlic and then cook and stir till it is softened till soft for 1 to 2 minutes. Then add rice and cook and stirring till 2 to 4 minutes. After that add wine and cook till the liquid is absorbed till 1to 2 minutes. Add salt and pepper. Then add I cup of stock stirring for 5 to 6 minutes after adding corn till tender. After removing from heat, stir in cheese till melted.
</span>

140 comments:

<div itemprop="interactionStatistic" itemscope itemtype="http://schema.org/InteractionCounter">

<meta itemprop="interactionType" content="http://schema.org/CommentAction" />

<meta itemprop="userInteractionCount" content="140" />
</div>
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  • Mobile Application

The pathway for Mobile Application: Thing > CreativeWork > SoftwareApplication > MobileApplication

Mobile Application is a software application which is designed to work on mobile especially.

The schema is used over 1000 and 10,000 domains.

The various properties of the schema mobile application are

  • carrierRequirements

The schema is as follows:

Example (Without Markup)

Image: http://mobilesalesapp.net/wp-content/uploads/2015/09/Flipkart%E2%80%99s-mobile-shopping-app-flips-a-Finger-at-buyers.png
Name: Flipkart
Author: Flipkart
Author URL: https://www.flipkart.com/
Aggregate Rating: 4.2
Rating value: 1-5
Rating count: 2,076,233
Date Published: 2014-04-05
Date Time: 12.00
Operating Systems: Android, Windows
File size: 23.5 MB
Interaction Count: 50,000,000 – 100,000,000
Content Rating: 12+
Descriptions: Shop the Online Megastore with the free Flipkart Android app. Choose from the massive selection of original products in Fashion, Electronics, Books, Mobiles and other categories. Get timely alerts on great deals with substantial discounts, every day!

Using Microdata

<div itemscope itemtype="http://schema.org/MobileApplication">

<img itemprop="image" src=" http://mobilesalesapp.net/wp-content/uploads/2015/09/Flipkart%E2%80%99s-mobile-shopping-app-flips-a-Finger-at-buyers.png " />
<span itemprop="name"> Flipkart</span> -

<div itemprop="author" itemscope itemtype="http://schema.org/Organization">
<a itemprop="url" href=" https://www.flipkart.com/"><span itemprop="name"> Flipkart </span></a>
</div>

<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">4.2</span>/
<span itemprop="bestRating">5</span> stars from
<span itemprop="ratingCount">2,076,233</span> users.
</div>

<time itemprop="datePublished" datetime="2014-04-05">[publication
date]</time>

<span itemprop="operatingSystems">Android</span>

<meta itemprop="fileSize" content="23.4"/>
<meta itemprop="interactionCount" content=" 1 millions UserDownloads">
<span itemprop="contentRating">12+</span>
<span itemprop="description">Shop the Online Megastore with the free Flipkart Android app. Choose from the massive selection of original products in Fashion, Electronics, Books, Mobiles and other categories. Get timely alerts on great deals with substantial discounts, every day</span>

</div>
  • Selling tickets for various multiple events

Under the big category of events, there is the option of selling tickets for various multiple events.

The various variables of selling tickets for various multiple events

  • Event
  • Name
  • URL
  • Location
  • Start date

The schema is as follows

Example (without markup)

Event URL: www.example.com
Event name: Webskitters Press Meet
Event Location: Miami, Florida
Event Date: 2016-09-03
Event URL: www.example1.com
Event name: The grand conference of Webskitters
Event Location: London, UK
Event Date: 2016-09-05

Using Microdata

 

<div itemprop="event" itemscope itemtype="http://schema.org/Event">

<a href=" www.example.com" itemprop="url">
<span itemprop="name"> Webskitters Press Meet </span>
</a>

<span itemprop="location"> Miami,Florida</span>
<meta itemprop="startDate" content="2016-09-03">
</div>

<div itemprop="event" itemscope itemtype="http://schema.org/Event">
<a href=" www.example1.com" itemprop="url">
<span itemprop="name"> the grand conference of Webskitters</span>
</a>

<span itemprop="location"> London, UK </span>
<meta itemprop="startDate" content="2016-09-05">

</div>
  • Contact Us

The pathway for “Contact Us” is Thing > CreativeWork > WebPage > ContactPage.

Contact Us gives details about the contact details of the business in the most appropriate way.

The schemas can be between 10,000 and 50,000 domains.

The various properties of the schema Contact Us are

  • breadcrumb
  • isPartOf
  • lastReviewed
  • mainContentOfPage
  • primaryImageOfPage
  • relatedLink
  • reviewedBy
  • significantLink
  • specialty

The schema is as follows:

Example (without markup)

Business name: Webskitters LLC
Street Address: 7950 NW 53rd St #337
Address Locality: Miami
Address Region: Florida
Postal Code: 33166
Telephone: 317.759.7373
Aggregrate Rating: 4.2
Rating value: 1-5
Best Rating: 5
Review Count: 50

Using Microdata

<div itemscope itemtype="http://schema.org/LocalBusiness">

<span itemprop="name">Webskitters LLC</span>

<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">

<span itemprop="streetAddress">7950 NW 53rd St #337</span>

<span itemprop="addressLocality"> Miami</span>,

<span itemprop="addressRegion"> Florida</span>

<span itemprop="postalCode">33166</span>
</div>

<span itemprop="telephone">317.759.7373</span>

<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">

<span itemprop="ratingValue">5</span>/
<span itemprop="bestRating">5</span> stars from

<span itemprop="reviewCount">50</span> users.

</div>
</div>
  • Web page

The pathway of “Web Page” is Thing > CreativeWork > WebPage

A particular web page tells the online audience about the brand detailing about the different online services provided by the brand.

The schema is used in over 1,000,000 domains

The various properties of the schema web page are

  • breadcrumb
  • isPartOf
  • lastReviewed
  • mainContentOfPage
  • primaryImageOfPage
  • relatedLink
  • reviewedBy
  • significantLink
  • specialty

The schema is as follows:

Example (without markup data)

Category: Literature & Fiction
Category: Action & Adventure
Image: example-cover.jpg
Name: Twenty Thousand Leagues Under The Sea
Author: Jules Verne
ratingValue: 5
reviewCount: 606
numberOfPages: 394
publisher: Pierre-Jules Hetzel
datePublished: 2002-04-1

Using Microdata

<body itemscope itemtype="http://schema.org/WebPage">

<div itemprop="breadcrumb">
<a href="category/books.html">Books</a> >
<a href="category/books-literature.html">Literature & Fiction</a> >
<a href="category/Action-Adventure">Action & Adventure
</a>
</div>

<div itemprop="mainEntity" itemscope itemtype="http://schema.org/Book">

<img itemprop="image" src="example-cover.jpg"
alt="cover art: submarine"/>
<span itemprop="name">Twenty Thousand Leagues Under The Sea</span> -
<link itemprop="bookFormat" href="http://schema.org/Hardcover">HardCover
by <a itemprop="author" href="/author/Jules-Verne/">Jules Verne</a>
<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">5</span> stars -
<span itemprop="reviewCount">606</span> reviews
</div>

<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
Price: $<span itemprop="price">10.53
</span>
<meta itemprop="priceCurrency" content="USD" />
<link itemprop="availability" href="http://schema.org/InStock">In Stock
</div>

Product details

<span itemprop="numberOfPages">394</span> pages
Publisher: <span itemprop="publisher">Pierre-Jules Hetzel</span> -
<meta itemprop="datePublished" content="2002-04-1">April 1, 2002
Language: <span itemprop="inLanguage">English</span>
ISBN-13: <span itemprop="isbn">9781904808282</span>

Reviews:
<div itemprop="review" itemscope itemtype="http://schema.org/Review">
<span itemprop="name">Nice One</span>" </b>
by <span itemprop="author">Rob Ryan</span>,
Written on <meta itemprop="datePublished" content="2008-04-1">April 1, 2008
<span itemprop="reviewBody">
Highly Informative. Liked it.</span>

</div>
</div>
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Gmail

Gmail is the mailing application of Google offering services to send emails.

  • Action

An action is usually described as a work which is being performed by direct or indirect participants. If the action is executed then it may produce a result. Particular action sub-type requires the exact expectation which each argument/role could have.

The various properties of the schema Action are

  • actionStatus
  • agent
  • endTime
  • instrument
  • location
  • object
  • participant
  • result
  • startTime
  • target
  • additionalType
  • alternateName
  • description
  • image
  • name
  • potentialAction
  • sameAs
  • url

The common types of Gmail-Action

  • One click Action
  • RSVP action
  • go to action

One click Action

One click options allows users to perform directly from the inbox without having to leave Gmail or inbox.

  • ConfirmAction
  • SaveAction

Confirm Action

There can be one-click confirm button to emails while users are using it to approve, acknowledge or confirm something. Once the user has clicked on the button, there is usually an http request which is issued from Google needing confirmation.

The schema of Confirm Action is

Example (Without markup)

Name: Grant Money
URL: https://example.com
Description: Grant money for charity for handling issues concerning the world of charity.

Using Microdata

<div itemscope itemtype="http://schema.org/EmailMessage">

<div itemprop="potentialAction" itemscope itemtype="http://schema.org/ConfirmAction">

<meta itemprop="name" content="Grant Money"/>

<link itemprop="url" href="https://example.com"/>

</div>
</div>

<meta itemprop="description" content="Grant money for charity for handling issues concerning the world of charity"/>
</div>

Save Action

SaveAction can be used to effectively describe various interactions which include saving a coupon or adding various songs to the queue of listen. SaveAction can certainly be interacted once.

The schema of Save Action button can be added to the email about the offer:

Example (Without markup)

Name: Exclusive save offer
URL: https://example.com/
Description: Exclusive package meal at just $10

Using Microdata

<div itemscope itemtype="http://schema.org/EmailMessage">

<div itemprop="potentialAction" itemscope itemtype="http://schema.org/SaveAction">

<meta itemprop="name" content="Exclusive save offer"/>
<link itemprop="url" href="https://example.com/>

</div>
</div>

<meta itemprop="description" content="Exclusive package meal at just $10"/>

</div>

RSVP action

This one is used to declare an event with RSVP action.

The various properties of the schema RSVP action are

  • additionalNumberOfGuests
  • attendance
  • bringingKids
  • bringingOtherPeople
  • comment
  • event
  • handler
  • rsvpResponse

The schema is as follows:

Example (without Markup)

Name: Webskitters Press Meet
Start Date: 2016-09-05
End Date: 2016-09-07
Location: Miami
Address: 7950 NW 53rd St #337
Name: Webskitters LLC
Street Address: 7950 NW 53rd St #337
AddressLocality: Miami
AddressRegion: Florida
PostalCode: 33166
addressCountry: USA

Using Microdata

<div itemscope itemtype="http://schema.org/Event">

<meta itemprop="name" content=" Webskitters Press Meet"/>

<meta itemprop="startDate" content="2016-09-05T15:30:00Z"/>

<meta itemprop="endDate" content="2016-09-07T16:30:00Z"/>

<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">

<meta itemprop="name" content=" Webskitters LLC "/>

<meta itemprop="streetAddress" content="7950 NW 53rd St #337"/>

<meta itemprop="addressLocality" content=" Miami"/>

<meta itemprop="addressRegion" content=" Florida "/>

<meta itemprop="postalCode" content="33166"/>

<meta itemprop="addressCountry" content="USA"/>
</div>

Go to action

This section takes user to the place where the actions have been completed. Very unlike One-Click action, go to actions can be interacted many a times.

Go To Action is supported by generally two cases:

  • ViewAction
  • TrackAction

View Action

One can add a ViewAction button right to emails as it requires users to go to the site to complete the action.

The schema for ViewAction button to the email is:

Example (Without Markup)

Name: Download a song
Description Content: Download your favorite song online

Using Microdata

<div itemscope itemtype="http://schema.org/EmailMessage">

<div itemprop="potentialAction" itemscope itemtype="http://schema.org/ViewAction">
<link itemprop="target" href="https://watch-movies.com/watch?movieId=abc123"/>
<meta itemprop="name" content=" Download a song "/>
</div>

<meta itemprop="description" content=" Download your favorite song online "/>
</div>

Track Action

One may add a TrackAction button right to track packages from being delivered. One can direct link it to a mobile application as shown:

Example (without markup)

Street Address: 7950 NW 53rd St #337
Address Locality: Miami
Address Region: Florida
Address Country: USA
Postal Code: 33166
Expectedarrivaluntil: 05.09.2016
Name: Fedex
Order number: 1234567890
Name: Webskitters LLC

Using Microdata

<div itemscope itemtype="http://schema.org/ParcelDelivery">

<div itemprop="deliveryAddress" itemscope itemtype="http://schema.org/PostalAddress">
<meta itemprop="streetAddress" content="7950 NW 53rd St #337"/>
<meta itemprop="addressLocality" content=" Miami"/>
<meta itemprop="addressRegion" content=" Florida"/>
<meta itemprop="addressCountry" content=" USA"/>
<meta itemprop="postalCode" content="33166"/>
</div>

<meta itemprop="expectedArrivalUntil" content="2016-09-0512T12:00:00-08:00"/>

<div itemprop="carrier" itemscope itemtype="http://schema.org/Organization">
<meta itemprop="name" content="FedEx"/>
</div>

<div itemprop="itemShipped" itemscope itemtype="http://schema.org/Product">
<meta itemprop="name" content="iPod Mini"/>
</div>

<div itemprop="partOfOrder" itemscope itemtype="http://schema.org/Order">
<meta itemprop="orderNumber" content="176057"/>
<div itemprop="merchant" itemscope itemtype="http://schema.org/Organization">
<meta itemprop="name" content="Ayan Sarkar"/>
</div>

</div>

<link itemprop="trackingUrl" href="http://fedex.com/track/1234567890"/>
<div itemprop="potentialAction" itemscope itemtype="http://schema.org/TrackAction">
<link itemprop="target" href="http://fedex.com/track/1234567890"/>

</div>

</div>

Schema can definitely give some added benefits to your website guiding you to generate rich snippets to your website. As you can understand from the guide given below, adding schema in the right way is very important and necessary. Get in touch with us to understand the different perspective of schema in the right way possible.

Header Image Source: http://bit.ly/2cWsiJe

mm
Ayan Sarkar is the CTO of Webskitters, a renowned web development company known for serving its clientele with excellence. Being passionate about the web and mobile app development industry, he believes in inventing ground-breaking solutions for serving his clients. Sharing his views and innovative thoughts with others, he recurrently maintains his blog and believes in disseminating his technological experience and insights with others.

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Webskitters LLC
7950 NW 53rd St #337 Miami, Florida 33166
Phone: 732.218.7686