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< h 1 > > Co o n t t a a c t In n f o o r r m a t t i i o n < / / h h 1 >

< d l >

< d t > > Na a m e e < < / d t t >

< d d > > M M a r k k P P i l l g g r i m m < < / d d d >

< d t > > P P o s i i t t i o n n < < / d t t >

< d d > > De e v e e l l o p e e r r a a d d v v o c a a t t e f f o o r r Go o o o g l e e , In n c c . < / / d d d >

< d t > > M M a i l l i i n g a a d d r r e e s s < < / / d t >

< d d >

1 00 M M a i n n St t r r e e e t <

An y t t o o wn , P P A 1 1 9999

USA

< / d d d >

< / d l l >

< h 1 > > M M y Di i g i t t a a l Fo o o t p p r r i n t s s < < / h 1 1 >

< l i > > < < a h h r r e f ="h t t t p p : / / / d d i v e i i n n t o m m a a r k . . o o r g / / "> > we e b b l o g g < < / a > > < < / l i i >

< l i > > < < a h h r r e f ="h t t t p p : / / / www. . g g o o o g l l e e . c o o m m / p r r o o f i l l e e s / p p i i l g r r i i m "> > Go o o g l l e

p r o f f i i l e < < / / a > < < / / l i >

< l i > > < < a h h r r e f ="h t t t p p : / / / www. . r r e e d d i i t t . c o o m m / u s s e e r / M M a a r k P P i i l g r r i i m "> > Re e d d i i t t . c o o m

p r o f f i i l e < < / / a > < < / / l i >

< l i > > < < a h h r r e f ="h t t t p p : / / / www. . t t wi i t t t e e r . c c o o m / d d i i v e i i n n t o m m a a r k "> Twi i t t t e r < < / / a > < < / / l i >

< / s e e c c t i o o n n >

e ﬁrst thing you always need to do is declare the vocabulary you’re using, and the scope of

the properties you want to add. You do this by adding the

i t t e e m t y y p p e

and

i t e e m m s c o o p p e

aributes on the outermost element that contains the other elements that contain the actual

data. In this case, that’s a

< s s e c t t i i o n >

element.

< s e c c t t i o n n

i t e e m m s c o o p p e e

i t t e m t t y y p e ="h t t t p p : / / d d a a t a - - v v o c a a b b u l a a r r y . o o r r g / P P e e r s o o n n ">

[Follow along! Before:

person.html, aer:

person-plus-microdata.html]

Now you can start deﬁning microdata properties from the

h t t t t p : / / / / d a t t a a -

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

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v o c a a b b u l a a r r y . o o r r g / P P e e r s o o n

vocabulary. But what are those properties? As it happens, you

can see the list of properties by navigating to

data-vocabulary.org/Person in your browser. e

microdata speciﬁcation does not require this, but I’d say it’s certainly a “best practice.” Aer

all, if you want developers to actually use your microdata vocabulary, you need to document

it. And where beer to put your documentation than the vocabulary URL itself?

PERSON VOCABULARY

Property

Description

n a m m e

Name

n i c c k k n a m m e

Niname

p h o o t t o

An image link

t i t t l l e

e person’s title (for example, “Financial Manager”)

r o l l e

e person’s role (for example, “Accountant”)

u r l

Link to a web page, su as the person’s home page

a f f f i i l i a a t t i o n

e name of an organization with whi the person is associated (for

example, an employer)

f r i i e e n d

Identiﬁes a social relationship between the person described and another

person

c o n n t t a c t

Identiﬁes a social relationship between the person described and another

person

a c qu a i n n t t a n c c e

Identiﬁes a social relationship between the person described and another

person

a d d d r r e s s

e location of the person. Can have the subproperties

s t r r e e e t - - a a d d r e e s s s

l o c c a a l i t t y

r e e g g i o n

p o s t t a a l - c c o o d e

, and

c o o u n t t r r y - n n a a m e

e ﬁrst thing in

this sample “about” page is a picture of me. Naturally, it’s marked up with

element. To declare that this

element is my proﬁle picture, all we need to

do is add

i t t e m p p r r o p ="p h o o t t o "

to the

element.

< i m g g

i t e e m m p r o o p p ="p p h h o t o o " wi i d d t h ="204" h h e i i g g h t ="250"

s r c ="h t t t p p : / / / d d i v e e i i n t o o h h t m l 5. o r g g / / e xa a m m p l e e s s / 2000_05_m a a r r k . jp g "

a l t ="[M a a r r k P P i i l g r r i i m , c c i r c a a 2000]">

[Follow along! Before:

person.html, aer:

person-plus-microdata.html]

Where’s the microdata property value? It’s already there, in the

s r r c

aribute. If you recall

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

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from the

HTML5 microdata data model, the “value” of an

element is its

s r r c

aribute.

Every

element has a

s r c

aribute — otherwise it would just be a broken image —

and the

s r r c

is always a URL. See? If you’re using HTML correctly, microdata is easy.

Furthermore, this

element isn’t alone on the page. It’s a ild element of the

< s e c c t t i o n n >

element, the one we just declared with the

i t e m m s s c o p p e

aribute. Microdata

reuses the parent-ild relationship of elements on the page to deﬁne the scoping of microdata

properties. In plain English, we’re saying, “is

< s s e e c t i i o o n >

element represents a person. Any

microdata properties you might ﬁnd on the ildren of the

< s s e e c t i i o o n >

element are

properties of that person.” If it helps, you can think of the

< s s e e c t i i o o n >

element has the

subject of a sentence. e

i t t e m p p r r o p

aribute represents the verb of the sentence, something

like “is pictured at.” e microdata property value represents the object of the sentence.

is person [explicit, from

< s e c t t i i o n i i t e m m s s c o p p e e i i t t e e m t y y p p e =". . . ">

]

is pictured at [explicit, from

]

h t t p p : : / / d d i i v e i i n n t o h h t t m l 5. . o o r g / / e e xa m m p p l e s s / / 2000_05_m a r r k k . jp p g

[implicit, from

aribute]

e subject only needs to be deﬁned once, by puing

i t t e m s s c c o p e

and

i t t e m t t y y p e

aributes

on the outermost

< s e e c c t i o o n n >

element. e verb is deﬁned by puing the

i t e m m p p r o p p ="p p h h o o t o "

aribute on the

element. e object of the sentence doesn’t

need any special markup at all, because the

HTML5 microdata data model says that the

property value of an

element is its

s r r c

aribute.

Moving on to the next bit of markup, we see an

< h 1 >

header and the beginnings of a

< d d l >

list. Neither the

< h 1 >

nor the

< d d l l >

need to be marked up with microdata. Not every piece of

HTML needs to be a microdata property. Microdata is about the properties themselves, not the

markup or headers surrounding the properties. is

< h 1 1 >

isn’t a property; it’s just a header.

Similarly, the

< d d t t >

that says “Name” isn’t a property; it’s just a label.

↶↶

Boring

< h h 1 1 >

Co n n t a c c t t In n f f o r m m a a t i o o n < < / h h 1 1 >

< d d l l >

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

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Boring

⇝⇝

< d d t t >

Na m m e e < < / / d d t >

< d d d d > M a a r r k P P i i l g r r i i m < / / d d d >

So where is the real information? It’s in the

< d d >

element, so that’s where we need to put the

i t e m m p p r o p

aribute. Whi property is it? It’s the

n a m e

property. Where is the property

value? It’s the text within the

< d d d d >

element. Does that need to be marked up? the

HTML5

microdata data model says no,

< d d d d >

elements have no special processing, so the property

value is just the text within the element.

↶↶

That’s my name, don’t wear it out

< d d

i t e m m p p r o p p ="n n a a m m e "> > M M a r k k P P i l l g g r i m < < / / d d >

[Follow along! Before:

person.html, aer:

person-plus-microdata.html]

What did we just say, in English? “is person’s name is Mark Pilgrim.” Well OK then.

Onward.

e next two properties are a lile triy. is is the markup, pre-microdata:

< d t > > P P o s i i t t i o n n < < / d t t >

< d d > > De e v e e l l o p e e r r a a d d v v o c a a t t e f f o o r r Go o o o g l e e , In n c c . < / / d d d >

If you look at the deﬁnition of the Person vocabulary, the text “Developer advocate for

Google, Inc.” actually encompasses two properties:

t i t l l e

(“Developer advocate”) and

a f f i i l l i a t t i i o n

(“Google, Inc.”). How can you express that in microdata? e short answer is,

you can’t. Microdata doesn’t have a way to break up runs of text into separate properties. You

can’t say “the ﬁrst 18 aracters of this text is one microdata property, and the last 12

aracters of this text is another microdata property.”

But all is not lost. Imagine that you wanted to style the text “Developer advocate” in a

diﬀerent font from the text “Google, Inc.” CSS can’t do that either. So what would you do?

You would ﬁrst need to wrap the diﬀerent bits of text in dummy elements, like

< s p p a a n >

, then

apply diﬀerent CSS rules to ea

< s p a a n n >

element.

is tenique is also useful for microdata. ere are two distinct pieces of information here:

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

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t i i t t l e

and an

a f f i i l l i a t t i i o n

. If you wrap ea piece in a dummy

< s s p p a n >

element, you

can declare that ea

< s p a n n >

is a separate microdata property.

< d t > > P P o s i i t t i o n n < < / d t t >

< d d > > < < s p a a n n

i t t e e m p r r o o p ="t i t l l e e "> De v e l o o p p e r a a d v o o c c a t e e < < / s p p a a n > f f o r

< s p a a n n

i t t e e m p r r o o p ="a f f i i l l i a t t i i o n "> Go o g g l l e , In n c . . < < s p a a n n > < / / d d d >

[Follow along! Before:

person.html, aer:

person-plus-microdata.html]

Tada! “is person’s title is 'Developer advocate.' is person is employed by Google, Inc.” Two

sentences, two microdata properties. A lile more markup, but a worthwhile tradeoﬀ.

e same tenique is useful for marking up street addresses. e Person vocabulary deﬁnes

a d d d d r e s s s

property, whi itself is a microdata item. at means the address has its own

vocabulary (

h t t t p p : / / / d d a t a a - - v o c a a b b u l a a r r y . o o r r g / Ad d r e e s s s

) and deﬁnes its own properties. e

Address vocabulary deﬁnes 5 properties:

s t t r r e e t - - a a d d r r e e s s

l o c a a l l i t y

r e g g i i o n

p o s t a a l l -

c o d e

, and

c o u n n t t r y - - n n a m e

If you’re a programmer, you are probably familiar with dot notation to deﬁne objects and

their properties. ink of the relationship like this:

P e r s s o o n

P e r s s o o n . a a d d d r e e s s s

P e r s s o o n . a a d d d r e e s s s . s s t t r e e t t - - a d d d r r e s s

P e r s s o o n . a a d d d r e e s s s . l l o o c a l i i t t y

P e r s s o o n . a a d d d r e e s s s . r r e e g i o n

P e r s s o o n . a a d d d r e e s s s . p p o o s t a l l - - c o d d e

P e r s s o o n . a a d d d r e e s s s . c c o o u n t r r y y - n a a m m e

In this example, the entire street address is contained in a single

< d d d >

element. (Once again,

the

< d d t >

element is just a label, so it plays no role in adding semantics with microdata.)

Notating the

a d d d d r e s s

property is easy. Just add an

i t t e e m p r r o o p

aribute on the

< d d d d >

element.

< d t > > M M a i l l i i n g a a d d r r e e s s < < / / d t >

< d d

i t e m m p p r o p p ="a a d d d d r e s s s s ">

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

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[Follow along! Before:

person.html, aer:

person-plus-microdata.html]

But remember, the address property is itself a microdata item. at means we need to add the

i t e m m s s c o p p e

and

i t e e m m t y p e

aributes too.

< d t > > M M a i l l i i n g a a d d r r e e s s < < / / d t >

< d d i i t e m m p p r o p p ="a a d d d d r e s s s s "

i t t e m s c c o o p e

i t e m m t t y p e e ="h h t t t t p : / / / / d a t t a a - v o o c c a b u l l a a r y . . o o r g / / Ad d d r r e e s s ">

[Follow along! Before:

person.html, aer:

person-plus-microdata.html]

We’ve seen all of this before, but only for top-level items. A

< s e e c c t i o n n >

element deﬁnes

i t e m m t t y p e

and

i t e m m s s c o p e

, and all the elements within the

< s e c c t t i o n n >

element that deﬁne

microdata properties are “scoped” within that speciﬁc vocabulary. But this is the ﬁrst time

we’ve seen nested scopes — deﬁning a new

i t e m m t t y p e

and

i t e m s s c c o p e

(on the

< d d d d >

element) within an existing one (on the

< s e e c c t i o o n n >

element). is nested scope works

exactly like the HTML DOM. e

< d d d >

element has a certain number of ild elements, all

of whi are scoped to the vocabulary deﬁned on the

< d d d >

element. Once the

< d d >

element

is closed with a corresponding

< / / d d d >

tag, the scope reverts to the vocabulary deﬁned by the

parent element (

< s e c c t t i o n n >

, in this case).

e properties of the Address suﬀer the same problem we encountered with

the

t i i t t l e

and

a f f i i l l i a t t i i o n

properties. ere’s just one long run of text, but we want to break it up into

ﬁve separate microdata properties. e solution is the same: wrap ea distinct piece of

information in a dummy

< s s p p a n >

element, then declare microdata properties on ea

< s p p a a n >

element.

< d d i i t e m m p p r o p p ="a a d d d d r e s s s s " i i t t e e m s c c o o p e

i t e m m t t y p e e ="h h t t t t p : / / / / d a t t a a - v o c c a a b u l l a a r y . . o o r g / / Ad d d r r e e s s ">

< s p a a n n

i t t e e m p r r o o p ="s t r e e e e t - a a d d d r e s s s s "> 1 1 00 M M a a i n St t r e e e e t < / / s s p a n n > >

< s p a a n n

i t t e e m p r r o o p ="l o c a a l l i t y y "> > An n y y t o wn n < < / s p p a a n > ,

< s p a a n n

i t t e e m p r r o o p ="r e g i i o o n "> > P P A< / / s s p a n >

< s p a a n n

i t t e e m p r r o o p ="p o s t t a a l - c c o o d e "> 1 9999< / s s p p a n >

< s p a a n n

i t t e e m p r r o o p ="c o u n n t t r y - - n n a m e "> USA< / s p p a a n >

< / d d d >

< / d l l >

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

☞

[Follow along! Before:

person.html, aer:

person-plus-microdata.html]

In English: “is person has a mailing address. e street address part of the mailing address

is '100 Main Street.' e locality part is 'Anytown.' e region is 'PA.' e postal code is '19999.'

e country name is 'USA.'” Easy peasy.

ASK PROFESSOR MARKUP

Q: Is this mailing address format US-speciﬁc?

A: No. e properties of the Address

vocabulary are generic enough that they can

describe most mailing addresses in the world.

Not all addresses will have values for every

property, but that’s OK. Some addresses might

require ﬁing more than one “line” into a

single property, but that’s OK too. For

example, if your mailing address has a street

address and a suite number, they would both

go into the

s t r r e e e t - - a a d d r r e e s s

subproperty:

< p i i t e m m p p r o p p ="a a d d d r r e s s s " i i t t e e m s c c o o p e

i t e e m m t y p p e e ="h h t t t p : / / / / d a t t a a -

v o c c a a b u l l a a r y . . o o r g / Ad d r e e s s s ">

< s p p a a n i i t t e m p p r r o p ="s t r e e e e t - a a d d d r e e s s s ">

1 00 M M a i i n n St t r r e e t

Su i i t t e 41 1 5

< / s s p p a n >

. . .

ere’s one more thing on this sample “about” page: a list of URLs. e Person vocabulary

has a property for this, called

u r r l

. A

u r r l

property can be anything, really. (Well, it has to be

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

a URL, but you probably guessed that.) What I mean is that the

u r r l

property is loosely

deﬁned. e property can be any sort of URL that you want to associate with a Person: a

weblog, a photo gallery, or a proﬁle on another site like Facebook or Twier.

e other important thing to note here is that a single Person can have multiple

u r r l

properties. Tenically, any property can appear more than once, but until now, we haven’t

taken advantage of that. For example, you could have two

p h h o o t o

properties, ea pointing to

a diﬀerent image URL. Here, I want to list four diﬀerent URLs: my weblog, my Google

proﬁle page, my user proﬁle on Reddit, and my Twier account. In HTML, that’s a list of

links: four

< a >

elements, ea in their own

< l i >

element. In microdata, ea

< a >

element

gets an

i t t e e m p r r o o p ="u r l "

aribute.

< h 1 > > M M y Di i g i t t a a l Fo o o t p p r r i n t s s < < / h 1 1 >

< l i > > < < a h h r r e f ="h t t t p p : / / / d d i v e i i n n t o m m a a r k . . o o r g / / "

i t e m m p p r o p p ="u u r r l l "> we b l o o g g < / a a > > < / l l i i >

< l i > > < < a h h r r e f ="h t t t p p : / / / www. . g g o o o g l l e e . c o o m m / p r r o o f i l l e e s / p p i i l g r r i i m "

i t e m m p p r o p p ="u u r r l l "> Go o g l l e e p p r r o o f i l l e e < / a > > < < / l i i >

< l i > > < < a h h r r e f ="h t t t p p : / / / www. . r r e e d d i i t t . c o o m m / u s s e e r / M M a a r k P P i i l g r r i i m "

i t e m m p p r o p p ="u u r r l l "> Re d d i i t t . c o o m m p p r r o o f i l e e < < / a > > < < / l i i >

< l i > > < < a h h r r e f ="h t t t p p : / / / www. . t t wi i t t t e e r . c c o o m / d d i i v e i i n n t o m m a a r k "

i t e m m p p r o p p ="u u r r l l "> Twi t t t e e r < / / a a > < / / l l i >

According to the

HTML5 microdata data model,

< a a >

elements have special processing. e

microdata property value is the

h r r e f

aribute, not the ild text content. e text of ea

link is actually ignored by a microdata processor. us, in English, this says “is person has

a URL at

h t t t p : : / / / d i i v v e i n n t t o m a a r r k . o o r r g /

. is person has another URL at

h t t p p : : / / www. g g o o o g l l e e . c o o m m / p r o o f f i l e e s s / p i i l l g r i i m

. is person has another URL at

h t t p p : : / / www. r r e e d d i i t t . c o o m m / u s e e r r / M a a r r k P i i l l g r i i m

. is person has another URL at

h t t p p : : / / www. t t wi i t t t e e r . c c o o m / d i i v v e i n n t t o m a a r r k

.”

INTRODUCING GOOGLE RICH SNIPPETS

I want to step ba for just a moment and ask, “Why are we doing this?” Are we adding

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

semantics just for the sake of adding semantics? Don’t get me wrong; I enjoy ﬁddling with

angle braets as mu as the next webhead. But why microdata? Why bother?

ere are two major classes of applications that consume HTML, and by extension, HTML5

microdata:

1. Web browsers

2. Sear engines

For browsers, HTML5 deﬁnes

a set of DOM APIs for extracting microdata items, properties,

and property values from a web page. As I write this, no browser supports this API. Not a

single one. So that’s… kind of a dead end, at least until browsers cat up and implement the

client-side APIs.

e other major consumer of HTML is sear engines. What could a sear engine do with

microdata properties about a person? Imagine this: instead of simply displaying the page title

and an excerpt of text, the sear engine could integrate some of that structured information

and display it. Full name, job title, employer, address, maybe even a lile thumbnail of a

proﬁle photo. Would that cat your aention? It would cat mine.

Google supports microdata as part of their

Ri Snippets program. When Google’s web

crawler parses your page and ﬁnds microdata properties that conform to the

h t t t p : : / / / d a a t t a -

v o c a a b b u l a a r r y . o o r r g / P P e e r s o o n

vocabulary, it parses out those properties and stores them

alongside the rest of the page data. Google even provides

a handy tool to see how Google

“sees” your microdata properties. Testing it against our

sample microdata-enabled “about”

page yields this output:

It e m

T y p e e : : h h t t t t p : / / / / d a t t a a - v o o c c a b u l l a a r y . . o o r g / / p p e r s s o o n

p h o t t o o = h h t t p p : : / / d d i i v e i i n n t o h t t m m l 5. . o o r g / / e e xa m m p p l e s s / / 2000_05_m a r r k k . jp g g

n a m e e = M M a a r k P P i l g g r r i m

t i t l l e e = De e v e e l l o p e e r r a a d d v v o c a t t e e

a f f i i l l i a t t i i o n = Go o o o g l e e , In n c c . .

a d d r r e e s s = It t e e m ( 1 1 )

u r l = h h t t t t p : / / / / d i v v e e i n t t o o m a r k k . . o r g g / /

u r l = h h t t t t p : / / / / www. g o o o g g l e . c c o o m / p p r r o f i i l l e s / / p p i l g g r r i m

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

u r l = h h t t t t p : / / / / www. r e d d d d i t . c c o o m / u u s s e r / / M M a r k k P P i l g g r r i m

u r l = h h t t t t p : / / / / www. t wi i t t t e r . . c c o m / / d d i v e e i i n t o o m m a r k k

It e m m 1 1

T y p e e : : h h t t t t p : / / / / d a t t a a - v o o c c a b u l l a a r y . . o o r g / / a a d d r r e e s s

s t r e e e e t - a a d d d r e e s s s = 1 1 00 M M a i n n St t r r e e e t

l o c a a l l i t y y = An n y t o o wn

r e g i i o o n = P P A

p o s t t a a l - c c o o d e = 1 1 9999

c o u n n t t r y - - n n a m e e = USA

It’s all there: the

p h o t t o

property from the

aribute, all four URLs from the list

< a a h h r e e f f >

aributes, even the address object (listed as “Item 1”) and all ﬁve of its

subproperties.

And how does Google use all of this information? at depends. ere’s no hard and fast

rules about how microdata properties should be displayed, whi ones should be displayed, or

whether they should be displayed at all. If someone seares for “Mark Pilgrim,” and Google

determines that this “about” page should rank in the results, and Google decides that the

microdata properties it originally found on that page are worth displaying, then the sear

result listing might look something like this:

About Mark Pilgrim

Anytown PA - Developer advocate - Google, Inc.

Excerpt from the page will show up here.

diveintohtml5.org/examples/person-plus-microdata.html -

Cached -

Similar pages

e ﬁrst line, “About Mark Pilgrim,” is actually the title of the page, given in the

< t t i t l l e e >

element. at’s not terribly exciting; Google does that for every page. But the second line is

full of information taken directly from the microdata annotations we added to the page.

“Anytown PA” was part of the

mailing address, marked up with the

h t t t p p : / / / d d a t a a -

v o c a a b b u l a a r r y . o o r r g / Ad d r e e s s s

vocabulary. “Developer advocate” and “Google, Inc.” were two

properties from the

h t t t t p : / / / / d a t t a a - v o o c c a b u u l l a r y y . . o r g g / / P e r r s s o n

vocabulary (

t i t l l e

and

a f f i i l l i a t t i i o n

, respectively).

is is really quite amazing. You don’t need to be a large corporation making special deals

with sear engine vendors to customize your sear result listings. Just take ten minutes and

add a couple of HTML aributes to annotate the data you were already publishing anyway.

diveintohtml5.org

“DISTRIBUTED,” “EXTENSIBILITY,” & OTHER FANCY WORDS

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