Dev2Dev presentation on Micro-formats and Schema.org

1. Format it!
Usage of microformats and schema.org
Dmitry Ivashutin at :iTechArt, Feb 2014

2. Microformats are:
A way of thinking about data
Design principles for formats
Adapted to current behaviors and usage patterns
Highly correlated with semantic XHTML
A set of simple open data format standards

3. Microformats are not:
A new language
Infinitely extensible and open-ended
An attempt to get everyone to change their behavior
and rewrite their tools
A whole new approach that throws away what
already works today

5. So what are
microformats?

6. Common address markup
<div>
<div>Dmitry Ivashutin</div>
<div>iTechArt Group</div>
<div>+1 732 917 06 32</div>
<a href="http://www.itechart.com/">
www.itechart.com
</a>
</div>

7. Adding styles
<div class="personal-info">
<div class="full-name">Dmitry Ivashutin</div>
<div class="company-name">iTechArt Group</div>
<div class="phone-primary">+1 732 917 06 32</div>
<a href="http://www.itechart.com/">
www.itechart.com
</a>
</div>

8. Are you an
inventor?

9. Don’t invent the wheel
<div class="vcard">
<div class="fn">Dmitry Ivashutin</div>
<div class="org">iTechArt Group</div>
<div class="tel">
<span class="type">Work</span>
<span class="value">+1 732 917 06 32</span>
</div>
<a class="url" href="http://www.itechart.com/">
www.itechart.com
</a>
</div>
Microformats hCard Creator

10. They are already here
hCard
geo
hAtom
adr
XFN
hCalendar
hReview
hProduct

11. What about
schema.org?

12. “Schema” style markup
<div itemscope itemtype="http://schema.org/Person">
<div itemprop="name">
Dmitry Ivashutin
</div>
<div itemscope itemtype="http://schema.org/Organization">
<a itemprop="url" href="http://www.itechart.com/">
<div itemprop="name">
iTechArt Group
</div>
</a>
<div itemprop="telephone">+1 732 917 06 32</div>
</div>
</div> Google Structured Data Testing Tool

13. Make the world search better

14. Prehistory of schema

15. Schema agreement

16. Pros and Cons

17. Pros and Cons
Microformats schema.org
“+”
❖ “semantic-ness”
➢ for services
➢ for extensions
➢ for SEO
❖ Open Web
“–”
❖ additional markup
❖ extra support
❖ extra attention to data
❖ no uniform support in
browsers
“+”
❖ generalized format
❖ rich formats
❖ SEO oriented
❖ strict and structured
❖ HTML5
“–”
❖ Big Three Agreement and
Closed Web
❖ agreement, not standard
❖ HTML5
❖ all other cons from
microformats

18. References
1. http://microformats.org
2. http://revolucao.etc.br/imagens/microformats_diagram_portug.jpg
3. http://coding.smashingmagazine.com/2007/05/04/microformats-what-they-are-and-how-
to-use-them/
4. http://schema.org/
5. http://schema-creator.org/
6. https://support.google.com/webmasters/answer/1211158?hl=en