People often look at search engine optimization as if it was all about positions in the SERPs and nothing more. True, you have to be at the top, but microformats could give you (almost an unfair) advantage over your competition with just a little bit of work.
Microformats? What are you talking about?
Microformats provide a way to structure and markup your data in a way that crawlers like googlebot can easily parse and extract specific pieces of information from. A while ago, Google started to show data extracted from microformats in the SERPs, but not too many websites have adapted and changed their markup.
Implementation – easier than you think
Usually, onsite SEO means writing a lot of code, buying commercial plugins, fixing internal linking structure etc. With microformats, it’s totally different – they’re used to better present your data to the crawler, so all the required information is already there – in your template files.
All you have to do is to simply add a little bit of markup to get required DOM structure.
Example – imdb.com
If you have never used Google to find a move review on imdb, here’s a picture of IMDB SERP snippet for “godfather” search
Have you ever wondered how it is possible that IMDB has ratings, director, stars and other links already in the SERP? This is the best example of how microformats should be used. To prove that it really gives you an advantage, take a look at other results on this page. Below IMDB, there is a long gap before another snippet with microformats is shown:
As you can see it can really make a difference!
What the hell is schema?
As many other things nowadays, microformats also have documentation online – folks from Google done great job putting it all together at schema.org
The part we are currently interested in is movie schema
Hands-on IMDB movie schema implementation
Let’s look at IMDB source – we will show you step by step how they did it.
1. movie itemscope
Ok, first things first – itemscope. By adding itemscope to a div you define that your div contains information about particular item.
<div id="content-2-wide" class="redesign">