Webmaster Tools

<div>
   L'Amourita Pizza
   Located at 123 Main St, Albuquerque, NM.
   Phone: 206-555-1234
   <a href="http://pizza.example.com">http://pizza.example.com</a>
</div>

Here is the same HTML code marked up with microdata:

<div itemscope itemtype="http://data-vocabulary.org/Organization"> 
    <span itemprop="name">L’Amourita Pizza</span>
    Located at 
    <span itemprop="address" itemscope 
      itemtype="http://data-vocabulary.org/Address">
      <span itemprop="street-address">123 Main St</span>, 
      <span itemprop="locality">Albuquerque</span>, 
      <span itemprop="region">NM</span>.
    </span>
    Phone: <span itemprop="tel">206-555-1234</span>.
    <a href="http://www.example.com" itemprop="url">http://pizza.example.com</a>.
</div>

Here's how this sample works:

• On the first line, <itemscope itemtype="http://www.data-vocabulary.org/Organization"> indicates that the HTML enclosed in the <div> represents an item. <itemscope> indicates that the content of the <div> describes an item, and itemtype="http://www.data-vocabulary.org/Organization" indicates that the item is a business.
• The sample describes properties of the organization, such as its name, address, and phone number. To label organization properties, each element containing one of these properties (such as <div> or <span>) is assigned an itemprop attribute indicating a property. For example, <span itemprop="tel">.
• A property can consist of another item (in other words, an item can include other items). For example, the organization information above includes an address (itemtype="http://www.data-vocabulary.org/Address") with the properties street-address, locality, and region.

Here is the same HTML content marked up with the hCard microformat. (The hCard microformat is used to mark up contact information for both people and organizations.)

<div class="vcard">
   <span class="fn org">L'Amourita Pizza</span> 
   Located at 
     <div class="adr"> 
        <span class="street-address">123 Main St</span>, <span class="locality">Albuquerque</span>, <span class="region">NM</span>.
     </div>   
     <span class="geo">
        <span class="latitude">
           <span class="value-title" title="37.774929"></span>
        </span>
        <span class="longitude">
           <span class="value-title" title="-122.419416"></span>
        </span>
     </span>
   Phone: <span class="tel">206-555-1234</span>
   <a href="http://pizza.example.com/" class="url">http://pizza.example.com</a> 
</div>

Here's how the sample works.

• In the first line, class="vcard" indicates that the HTML enclosed in the <div> is contact information, in this case contact information for a restaurant.

  (The microformat used to describe contact information is called hCard and is referred to in HTML as vcard. This isn't a typo.)

• In the second line, class="fn org" indicates that the code describes a business rather than a person.
• The sample describes properties of the organization, such as its name, URL, and address. To label properties about the organization described by the vcard, each element containing one of these properties (such as <span> or <div>) is assigned a class attribute indicating that property.
• Properties can contain other properties. In the example above, the property adr describes the address of the restaurant, and includes the subproperties street-address, locality, and region.
• This sample also contains an examples of the microformats value class pattern. Except in special circumstances (for example, when marking the best possible rating for review sites that don't use a 5-point rating scale), Google does not display content that is not visible to the user. However, the example above demonstrates an exception for geo information. See below for more details.

Non-visible content

It can be useful to provide search engines with precise location information, even if you don't want that information to be visible to the reader of your page. For example, providing the latitude and longitude of a venue can help Google ensure that it is correctly mapped.

Consider this example:

<span class="geo">
   <span class="latitude">
      <span class="value-title" title="37.774929" ></span>
   </span>
   <span class="longitude">
      <span class="value-title" title="-122.419416"></span>
   </span>
</span>

By including the detailed geo information inside the block labeled with class="geo", you indicate that the rich snippets parser should use the value in the title attribute to find the specific latitude and longitude of the business. This allows you to provide search engines with geo information without that information appearing on your page.

Here is the same HTML content marked up with RDFa.

<div xmlns:v="http://rdf.data-vocabulary.org/#" typeof="v:Organization"> 
   <span property="v:name">L'Amourita Pizza</span> 
   Located at 
   <div rel="v:address">
      <div typeof="v:Address">
         <span property="v:street-address">123 Main St</span>,
         <span property="v:locality">Albuquerque</span>,
         <span property="v:region">NM</span>.
      </div>
   </div>
   <div rel="v:geo">
      <span typeof="v:Geo">
         <span property="v:latitude" content="37.4149"></span>
         <span property="v:longitude" content="-122.078"></span>
      </span>
   </div>
   Phone: <span property="v:tel">206-555-1234</span>
   <a href="http://pizza.example.com/" rel="v:url">http://pizza.example.com</a>
</div>

Here's how the sample works.

• The example begins with a namespace declaration using xmlns. This indicates the namespace where the vocabulary (a list of entities and their components) is specified. You can use the xmlns:v="http://rdf.data-vocabulary.org/#" namespace declaration any time you are marking up pages for people, review, or place data. Be sure to use a trailing slash and # (xmlns:v="http://rdf.data-vocabulary.org/#" ).
• Also on the first line, typeof="v:Organization" indicates that the marked-up content represents a business or organization.
• Each property of the organization (such as the name and the region) is labeled using property. The property name is prefixed with v: (<span property="v:name">).
• We want to include the restaurant address information (typeof="v:Address") in the typeof="v:Organization" entity. Here, we use rel instead of property to indicate a relationship between L'Amourita Pizza (the entity v:Organization) and this address (the entity v:Address). Then, we include <span typeof="v:Address"></div> to include the actual address entity.
• To indicate a URL, use rel instead of property, like this: <a href="http://pizza.example.com" rel="v:url">http://pizza.example.com</a>. "rel" is used to convey the relationship between two entities—in this case, a business entity and a webpage entity.

Non-visible content

It can be useful to provide search engines with precise location information, even if you don't want that information to be visible to the reader of your page. For example, providing the latitude and longitude of a venue can help Google ensure that it is correctly mapped.

Consider this example:

   <div rel="v:geo">
     <span typeof="v:Geo">
       <span property="v:latitude" content="37.4149" ></span>
       <span property="v:longitude" content="-122.078" ></span>
     </span>
   </div>

In this case, the content attribute indicates that the rich snippets parser should use the value in the content attributes to find the latitude and longitude of the business.