Microdata-JSON-LD-Schema.org-Rich-Snippets

This guide has been created to provide a quick and easy way of generating different types of rich snippets for your website, using a combination of Schema.org and either Microdata or the recently endorsed JSON-LD.

I must point out that before you proceed with integrating any form of mark-up, you should be aware of the guidelines provided by Google, and Bing. Any attempt to mark-up content that is invisible to users, or content that is irrelevant/misleading just to generate the rich snippet may result in action being taken against your website.

Microdata JSON LD Schema.org Rich-Snippets

What is Microdata?
What is JSON-LD
What is Schema.org?
Why use mark-up?
Using Review Data to Enhance Your Search Result Snippets
Draw Attention to your Products with Richer Snippets
Maximise the Impact of Editorial Reviews in Search
Swoop a Grammy by Marking-up Movie Content
Bring Your TV Listing Search Results to Life
Show Business Credibility in Search Results
Use Recipe Mark-up to Generate Appetising Rich Snippets
Add Authenticity & Trust to Mobile App Listings
Promote Software Applications in Search Results
Tell Us About Yourself with Person Mark-up
Sell Tickets for Multiple Events with a Single Search Listing
Dramatically Increase Size of Search Results for Audio Coverage
Generate Rich Media Listings with Video Mark-up
Create Interactive Breadcrumb Trails for your Search Listings
Logo & Social Sitelinks in Knowledge Graph
SearchAction – Sitelinks Search Box
InDepth Article Markup
Gmail
- View Action
- Save Action
- Confirm Action
- RSVP Action
- Numeric Rating
- Parcel Delivery
- View Order
- Event Booking
- Flight Booking
Tools & Resources
- Tools
- Plugins
  - Wordpress
  - Magento
  - Joomla
  - Drupal
- Useful Resources

What is Microdata?

Microdata (like RDFa and Microformats) is a form of semantic mark-up designed to describe elements on a web page e.g. review, person, event etc. This mark-up can be combined with typical HTML properties to dedlfine each item type through the use of associated attributes. For example, ‘Person’ has the properties name, url and title – attributes can be applied to HTML tags to describe each property:

<div itemscope itemtype="http://data-vocabulary.org/Person">
  Name: <span itemprop="name">Özgür Can Karagöz</span>
  Website: <a href="https://www.oxyn.org" itemprop="url">oxyn.org</a>
  Title: <span itemprop="title">Head of SEO</span>
</div>

1 - Itemscope – is an indicator that the content within this
is an item.
2 - Itemtype – describes what the item is, in the above instance ‘Person’.
3 - Itemprop – describes each property of the specific item.

Further Reading: About microDATA – Google Webmaster Help, HTML Microdata – W3C

What is JSON-LD

Based on the popular JSON format, the linked data format JSON-LD allows webmasters to define the context of the data contained through the use of types and properties. When combined with Schema.org, these properties follow a standardised mark-up supported by major search engines, and joins Microdata & RDFa as methods for integration. Unlike Microdata & RDFa, JSON-LD offers greater ease of implementation with all the necessary mark-up contained within inline <script> tags, instead of wrapping HTML properties. However, as elegant and lightweight that JSON-LD is, there are some potential road blocks. In some instances it’s just not practical to mark-up content, for example that on a larger scale, as the content would need to be effectively repeated within the script tags in order to validate. Also as the mark-up is invisible, the likelihood of marking up content that is not on the visible page increases, which is against search engine usage guidelines. It is for these reasons that Google in particular still favours Microdata & RDFa for marking up HTML content.

Further Reading: What is JSON-LD – JSON-LD.org, JSON-LD – Google Developers, Structured Data Testing Tool (New) – Google Developers.

What is Schema.org?

Schema.org is a universally supported vocabulary extension by Google, Microsoft and Yahoo! for mark-up languages such as Microdata. It is designed to make the lives of webmasters easier, by offering one standardised mark-up understood by all the major search engines. Currently, Schema.org is compatible with Microdata, RDFa and JSON-LD.

Further Reading: What is Schema.org – Schema.org, Schema.org FAQ – Google Webmaster Help.

Why use mark-up?

Marking up content on your website can:

Lead to the generation of rich snippets in search engine results e.g.

This has the potential to enhance CTR from the search results from anywhere between 10-25%.
Search engines and organisations are using this mark-up to develop new tools, for example Google Recipe Search, which may open up other marketing channels if not now, in the near future.
Provide greater information to search engines to improve their understanding of the content on your website.

Using Review Data to Enhance Your Search Result Snippets

1.1 Example live snippet

1.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/AggregateRating	The average rating based on multiple ratings or reviews.
http://www.schema.org/Review	A review of an item e.g. product or movie.
http://www.schema.org/Rating	An individual rating given for an item.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“description”	Describe the item being marked up.	All
itemprop=“aggregateRating”	The overall rating, based on a collection of reviews or ratings of the item.	CreativeWork
itemprop=“ratingValue”	The rating for the content.	Rating
itemprop=“reviewCount”	The total number of reviews.	AggregateRating
itemprop=“author”	The author of this content. HTML 5 rel=author tag can be utilised instead.	CreativeWork
itemprop=“datePublished”	Date of first broadcast/publication.	CreativeWork
itemprop=“reviewRating”	The rating given in this review.	Rating
itemprop=“reviewBody”	The actual body of the review.	CreativeWork
itemprop=“worstRating”	The lowest possible rating.	Rating
itemprop=“bestRating”	The highest possible rating.	Rating

1.3 The mark-up

The following code examples form the bare-bone template mark-up for review data. The first part of this example forms the aggregate rating, and could be utilised by itself to generate the rich snippet from point 1.1:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Product",
  "name": "[the name of the product]",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[rating]",
    "reviewCount": "[number of reviews]"
  }
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/Product">
  <span itemprop="name">[the name of the product]</span>
  <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
    <span itemprop="ratingValue">[rating]</span> stars – based on
    <span itemprop="reviewCount">[number of reviews]</span> reviews
  <div>
</div>

The second piece of mark up should be utilised on each review, this also adds further validity to the aggregate rating defined above:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Product",
  "name": "[the name of the product]",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[rating]",
    "reviewCount": "[number of reviews]"
  },
  "review": [
    {
      "@type": "Review",
      "name": "[review title/summary]",
      "author": "[name of reviewer]",
      "datePublished": "[date in ISO format e.g. 2012-04-15]",
      "description": "[the actual user review text]",
      "reviewRating": {
        "@type": "Rating",
        "bestRating": "[highest possible rating]",
        "ratingValue": "[rating given by reviewer]",
        "worstRating": "[lowest possible rating]"
      }   
    }
  ]
}
</script>

Microdata

<div itemprop="review" itemscope itemtype="http://schema.org/Review">
  <span itemprop="name">[review title/summary]</span> - by
  <span itemprop="author">[name of reviewer]</span>,
  <meta itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]">April 15th, 2012
  <div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
    <meta itemprop="worstRating" content="[lowest possible rating]">
    <span itemprop="ratingValue">[rating given by reviewer]</span>/
    <span itemprop="bestRating">[highest possible rating]</span>stars
  </div>
  <span itemprop="description">[The actual user review text]</span>
</div>

1.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Further Reading: Review Schema.org Creator – Raven Tools, Rich Snippets: Reviews Video – Google Webmaster Help, Review & AggregateRating – Schema.org

Draw Attention to your Products with Richer Snippets

2.1 Example live snippet

Extending the capability of the review mark up for products can lead to this type of rich snippet:

2.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/Product	Describes a product on sale.
http://www.schema.org/Offer	Describes a products offer details.
http://www.schema.org/AggregateRating	The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“description”	Describe the item being marked up.	All
itemprop=”price“	The price stated for a product.	Offer
itemprop=”aggregateRating“	The overall rating, based on a collection of reviews or ratings of the item.	CreativeWork
itemprop=”ratingValue“	The rating for the content.	Rating
itemprop=”reviewCount“	The total number of reviews.	AggregateRating

2.3 The mark-up

Exploiting review mark-up for a product with offer details:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Product",
  "name": "[product name]",
  "offers": {
    "@type": "Offer",
    "price": "[product sale price]",
    "priceCurrency": "[currency in 3 letter ISO 4217 format e.g. USD]"
  },
    "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[aggregate rating given]",
    "reviewCount": "[number of reviews]"
  }
 }
 </script>

Microdata

<div itemscope itemtype="http://schema.org/Product">
  <span itemprop="name">[product name]</span>
  <span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
    <span itemprop="price">[product sale price]</span>
  </span>
  <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
    <span itemprop="ratingValue">[aggregate rating given]</span> stars – based on
    <span itemprop="reviewCount">[number of reviews]</span> reviews
  </div>
</div>

As an aggregate review rating has been given for this product, the individual corresponding user reviews will need to be marked up using the code identified in part two of point 1.3.

2.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

2.5 Extending this mark-up

By altering the /Offer segment of the code to the below we can add a price range to the snippet:

JSON-LD

JSON-LD DISPLAYED IN ITS ENTIRETY:
<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Product",
  "name": "[product name]",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[aggregate rating given]",
    "reviewCount": "[number of reviews]"
  },
  "offers": {
    "@type": "AggregateOffer",
    "lowPrice": "[lowest product price]",
    "highPrice": "[highest product price]",
    "priceCurrency": "[currency in 3 letter ISO 4217 format e.g. USD]"
 }
}
</script>

Microdata

<span itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer">
  <span itemprop="lowPrice">[lowest product price]</span> to
  <span itemprop="highPrice">[highest product price]</span>
</span>

This can be further extended to include ‘In Stock’ within the rich snippet by including the following line also within the /Offer segment:

"availability": "http://schema.org/InStock"
<link itemprop="availability" href="http://schema.org/InStock" >

Further Reading: Product Schema.org Creator – Raven Tools, Rich Snippets: Products – Google Webmaster Help, Product & Offer – Schema.org

Maximise the Impact of Editorial Reviews in Search

3.1 Example live snippet

Individual reviews in an editorial format can also be marked up to generate an extension of the ratings snippet to include the author name and publication date:

3.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/Review	A review of an item e.g. product or movie.
http://www.schema.org/Rating	An individual rating given for an item.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“itemreviewed”	The name of the item being reviewed.	Review
itemprop=“worstRating”	The worst possible rating.	Rating
itemprop=“bestRating”	The highest possible rating.	Rating
itemprop=“ratingValue”	The rating for the content.	Rating
itemprop=“datePublished”	The publication date of the review.	Review
itemprop=“author”	The name of the author.	Review

3.3 The mark-up

The mark-up for an editorial review:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Review",
  "itemReviewed": "[The item being reviewed]",
  "reviewRating": {
    "@type": "Rating",
    "bestRating": "[best rating]",
    "worstRating": "[worst rating]",
    "ratingValue": "[rating received]"
  },
  "datePublished": "[date in ISO format e.g. 2012-04-15]",
  "author": "[author name]"
}
</script>

Microdata

<div itemprop="review" itemscope itemtype="http://schema.org/Review">
  <span itemprop="itemreviewed">[the item being reviewed]</span>
  <div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
    <meta itemprop="worstRating" content = "[worst rating]">
    <meta itemprop="bestRating" content="[best rating]">
    <meta itemprop="ratingValue" content="[rating received]">
  </div>
  <span itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]">[publication date]</span>
  <span itemprop="author">[author name]</span>
</div>

3.4 The test…

Filling in the blanks, the resulting SERP using the structured data testing tool should resemble something like this:

3.5 Extending this mark-up

By altering this code slightly, combining properties from schema.org/Product we can add a price to the snippet as well:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Review",
  "itemReviewed": "[the item being reviewed]",
  "reviewRating": {
    "@type": "Rating",
    "bestRating": "[best rating]",
    "worstRating": "[worst rating]",
    "ratingValue": "[rating received]"
  },
  "datePublished": "[date in ISO format e.g. 2012-04-15]",
  "author": "[author name]",
  "offers": {
    "@type": "Offer",
    "price": "[product sale price]",
    "priceCurrency": "[currency in 3 letter ISO 4217 format e.g. USD]"
  }
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/Product">
  <span itemprop="name">[product being reviewed]</span>
  <div itemprop="review" itemscope itemtype="http://schema.org/Review">
    <div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
      <meta itemprop="worstRating" content = "[worst possible rating]">
      <meta itemprop="bestRating" content="[best possible rating]">
      <meta itemprop="ratingValue" content="[rating given]">
    </div>
    <span itemprop="author">[author name]</span>
    <span itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]"> [publication date]</span>
  </div>
  <span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
    <span itemprop="price">[product price]</span>
  </span>
</div>

This would create the following snippet:

You can extend this even further to include a price range; just replace the schema.org/Offer section with:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Review",
  "itemReviewed": "[the item being reviewed]",
  "reviewRating": {
    "@type": "Rating",
    "bestRating": "[best rating]",
    "worstRating": "[worst rating]",
    "ratingValue": "[rating received]"
  },
  "datePublished": "[date in ISO format e.g. 2012-04-15]",
  "author": "[author name]",
  "offers": {
    "@type": "AggregateOffer",
    "lowPrice": "[lowest product price]",
    "highPrice": "[highest product price]",
    "priceCurrency": "[currency in 3 letter ISO 4217 format e.g. USD]"
  }
}
</script>

Microdata

<span itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer">
  <span itemprop="lowPrice">[lowest retail price]</span>
  to <span itemprop="highPrice">[highest retail price]</span>
</span>

Further Reading: Individual Reviews – Google Webmaster Help, Review – Schema.org

Swoop a Grammy by Marking-up Movie Content

4.1 Example live snippet

Schema.org review mark-up when combined with the schema.org/Movie itemtype can produce the following type of snippet:

There is no direct impact to the text displayed alongside the review segment; however an additional line is inserted alongside the Meta description featuring the directors and actors starring in the film.

4.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/Movie	Describes a film.
http://www.schema.org/Person	Describes a person (living, dead or fictional).
http://www.schema.org/AggregateRating	The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“description”	Describe the item being marked up.	All
itemprop=“director”	The director of the movie, tv series or episode.	Movie
itemprop=”url“	URL of the item.	All
itemprop=“author”	The author of this content.	CreativeWork
itemprop=“bestRating”	The highest possible rating.	Rating
itemprop=“ratingValue”	The rating for the content.	Rating
itemprop=“ratingCount”	The number of ratings obtained.	AggregateRating
itemprop=“actor”	A cast member of the movie.	Movie

4.3 The mark-up

Exploiting review mark-up for a Movie:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Movie",
  "name": "[name of the movie]",
  "description": "[description of the movie]",
  "director": {
    "@type": "Person",
    "name": "[director's name]"
  },
  "author": {
      "@type": "Person",
      "name": "[script writer]"
  },
  "actor": [
    {
      "@type": "Person",
      "name": "[actor's name]"
    },
    {
      "@type": "Person",
      "name": "[actor's name]"
    },
    {
      "@type": "Person",
      "name": "[actor's name]"
    }
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "bestRating": "[best possible rating]",
    "ratingCount": "[total ratings received]",
    "ratingValue": "[rating given]"
  } 
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/Movie">
  <h1 itemprop="name">[name of the movie]</h1>
  <span itemprop="description">[description of the movie]</span>
  <div itemprop="director" itemscope itemtype="http://schema.org/Person">
    <a href="[url]" itemprop="url"><span itemprop="name">[director’s name]</span></a>
  </div>
  <div itemprop="author" itemscope itemtype="http://schema.org/Person">
    <a href="[url]" itemprop="url"><span itemprop="name">[script writer]</span></a>
  </div>
  <div itemprop="actor" itemscope itemtype="http://schema.org/Person">
    <a href="[url]" itemprop="url"><span itemprop="name">[actor’s name]</span></a>,
  </div>
  <div itemprop="actor" itemscope itemtype="http://schema.org/Person">
    <a href="[url]" itemprop="url"><span itemprop="name">[actor’s name]</span></a>,
  </div>
  <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
    <span itemprop="ratingValue">[rating given]</span>/
    <span itemprop="bestRating">[best possible rating]</span> stars from
    <span itemprop="ratingCount">[total ratings received]</span> users.
  </div>
</div>

4.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

The structured data testing tool does not yet display the additional line of text with references to actors/directors, however if implemented correctly the displayed data extract should contain this information.

Further Reading: Movie Schema.org Creator – Raven Tools, Movie – Schema.org

Bring Your TV Listing Search Results to Life

5.1 Example live snippet

There is also specific mark up for a TV series/season/episode which can also be combined with the review mark-up to produce a similar snippet as ‘Movie’:

The result is the same as Schema.org/Movie with an additional line of text included referencing the director(s) and actor(s), however a further line has been inserted for episodes and episodes cast.

5.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/TVSeries	Describes a television series.
http://www.schema.org/TVSeason	Describes a single TV season.
http://www.schema.org/TVEpisode	The episode of a TV series or season.
http://www.schema.org/Person	Describes a person (living, dead or fictional).
http://www.schema.org/AggregateRating	The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“description”	Describe the item being marked up.	All
itemprop=“director”	The director of the movie, tv series or episode.	TVSeries, TVSeason, TVEpisode
itemprop=“actor”	A cast member of the TV series, season or episode.	TVSeries, TVSeason, TVEpisode
itemprop=“author”	The author of this content.	CreativeWork
itemprop=“numberofEpisodes”	The number of episodes in the series or season.	TVSeries, TVSeason
itemprop=“datePublished”	Date of first broadcast/publication.	CreativeWork
itemprop=“episode”	An episode of a TV series of season.	TVSeries, TVSeason
itemprop=“numberofEpisodes”	The episode number.	TVEpisode
itemprop=“ratingValue”	The rating for the content.	Rating
itemprop=“ratingCount”	The number of ratings obtained.	AggregateRating

5.3 The mark-up

Utilising review mark-up and combining TV series, season and episode schema:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "TVSeries",
  "name": "[name of show]",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[aggregate rating given]",
    "ratingCount": "[number of reviews]",
    "bestRating": "[best possible rating]"
  },
 "description": "[description of the TV show]",
 "author": {
    "@type": "Person",
    "name": "[writers name]"
 },
 "actor": [
    {
      "@type": "Person",
      "name": "[actors name]"
    },
    {
      "@type": "Person",
      "name": "[actors name]"
    }
  ],
  "season": [
    {
      "@type": "TVSeason",
      "name": "[season]",
      "numberOfEpisodes": "[no. of episodes]",
      "datePublished": "[date in ISO format e.g. 2012-04-15]"
    },
    {
      "@type": "TVSeason",
      "name": "[season]",
      "numberOfEpisodes": "[no. of episodes]",
      "datePublished": "[date in ISO format e.g. 2012-04-15]",
      "episode": {
        "@type": "TVEpisode",
        "episodeNumber": "[episode number]",
        "name": "[name of episode]"
      }
    }
  ]
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/TVSeries">
  <h1 itemprop="name">[name of TV show]</h1>
  <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
    <span itemprop="ratingValue">[rating given]</span>/
    <span itemprop="bestRating">[best possible rating]</span> stars from
    <span itemprop="ratingCount">[total number of reviews]</span> users.
  </div>
  <span itemprop="description">[description of the TV show]</span>
  <div itemprop="author" itemscope itemtype="http://schema.org/Person">
    <span itemprop="name">[actor’s name]</span>
  </div>
  <div itemprop="actor" itemscope itemtype="http://schema.org/Person">
    <span itemprop="name">[actor’s name]</span>
  </div>
  <div itemprop="season" itemscope itemtype="http://schema.org/TVSeason">
    <span itemprop="name">[season 1, 2 or 3...?]</span> -
    <meta itemprop="numberofEpisodes" content="[number of episodes in this season]"/>
    <meta itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]">[broadcast date]
  </div>
  <div itemprop="season" itemscope itemtype="http://schema.org/TVSeason">
    <span itemprop="name">[season 1, 2 or 3...?]</span> -
    <meta itemprop="numberofEpisodes" content="[number of episodes in this season]"/>
    <meta itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]"> [broadcast date]
    <div itemprop="episode" itemscope itemtype="http://schema.org/TVEpisode">
      <span itemprop="name">[episode name]</span> -
      <meta itemprop="episodeNumber" content="[episode number]"/>
    </div>
  </div>
</div>

5.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

The structured data testing tool does not yet display the additional line of text with references to episodes/episodes cast, however if implemented correctly the displayed data extract should contain this information.

Further Reading: TVSeries, TVSeason & TVEpisode – Schema.org

Show Business Credibility in Search Results

6.1 Example snippet

Local Business Schema.org alone does not yet result in a specific type of snippet, although can be combined with standard review mark-up to produce the below snippet:

Local Business schema.org mark-up can also act as authentication for a business address if it matches the Google Business Listing, in doing so improve local SEO.

6.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/LocalBusiness	Describes a physical business or branch of an organization.
http://www.schema.org/PostalAddress	The location of the event or organization.
http://www.schema.org/AggregateRating	The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“streetAddress”	The street address.	PostalAddress
itemprop=“addressLocality”	The locality.	PostalAddress
itemprop=“addressRegion”	The region.	PostalAddress
itemprop=“postalCode”	The postal code.	PostalAddress
itemprop=“telephone”	The telephone number.	ContactPoint
itemprop=“ratingValue”	The rating for the content.	Rating
temprop=“bestRating”	The best possible rating.	Rating
itemprop=“ratingCount”	The number of ratings obtained.	AggregateRating

6.3 The mark-up

Utilising review mark-up and combining Local Business schema:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "LocalBusiness",
  "name": "[business name]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[street name]",
    "addressLocality": "[locality]",
    "addressRegion": "[region]",
    "postalCode": "[postal code]"
  },
  "telephone": "[telephone number]",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[aggregate rating given]",
    "bestRating": "[highest rating]",
    "reviewCount": "[total number of reviews]"
  }
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/LocalBusiness">
  <span itemprop="name">[business name]</span>
  <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
    <span itemprop="streetAddress">[street name]</span>
    <span itemprop="addressLocality">[locality]</span>,
    <span itemprop="addressRegion">[region]</span>
    <span itemprop="postalCode">[postal code]</span>
  </div>
  <span itemprop="telephone">[telephone number]</span>
  <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
    <span itemprop="ratingValue">[rating given]</span>/
    <span itemprop="bestRating">[highest rating]</span> stars from
    <span itemprop="reviewCount">[total number of reviews]</span> users.
  </div>
</div>

Further Reading: LocalBusiness & PostalAddress – Schema.org, Business Schema Tool – microData generator

Use Recipe Mark-up to Generate Appetising Rich Snippets

7.1 Example live snippet

Another more developed Schema.org type is Recipe, which allows for the development of rich snippets like the below:

There are a lot more elements however taken from the Recipe schema which determine visibility in Google’s recipe search – http://www.google.com/landing/recipes/

7.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/Recipe	Describes a recipe.
http://www.schema.org/NutritionInformation	Describes the nutrition information of a recipe.
http://www.schema.org/AggregateRating	The average rating based on multiple ratings or reviews.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“image”	URL of an image of the item.	All
itemprop=“author”	The author of this content.	CreativeWork
itemprop=“description”	Describe the item being marked up.	All
itemprop=“ingredients”	An ingredient used in the recipe.	Recipe
itemprop=“recipeCategory”	The category of the recipe e.g. starter.	Recipe
itemprop=“recipeCuisine”	The cuisine of the recipe e.g. Chinese	Recipe
itemprop=“recipeYield”	The quantity produced by the recipe.	Recipe
itemprop=“cookTime”	The time it takes to cook the dish in ISO duration format.	Recipe
itemprop=“prepTime”	The length of time it takes to prepare the recipe.	AggregateRating
itemprop=“calories”	The number of calories.	NutritionInfomation
itemprop=“fatContent”	The number of grams of fat.	NutritionInfomation
itemprop=“recipeInstructions”	The steps to make the dish.	Recipe
itemprop=“ratingValue”	The rating for the content.	Rating
itemprop=“bestRating”	The best possible rating.	Rating
itemprop=“reviewCount”	The number of reviews obtained.	AggregateRating

7.3 The mark-up

Utilising review mark-up and combining the recipe schema:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Recipe",
  "author": "[author name]",
  "datePublished": "[date in ISO format e.g. 2012-04-15]",
  "name": "[recipe name]",
  "image" : "[recipe image url]",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[aggregate rating given]",
    "bestRating": "[highest rating]",
    "reviewCount": "[total number of reviews]"
  },
  "description" : "[a description of the recipe]",
  "ingredients" : [
    "[ingredient 1]",
    "[ingredient 2]",
    "[ingredient 3]",
    "[ingredient 4]"
   ],
  "recipeCategory": "[url to recipe category]",
  "recipeCuisine": "[url to recipe cuisine category]",
  "recipeYield": "[recipe yield]",
  "cookTime": "[ISO duration format e.g. PT2H45M]",
  "prepTime": "[ISO duration format e.g. PT2H45M]",
  "nutrition": {
    "@type": "NutritionInformation",
    "calories": "[total calories]",
    "fatContent": "[grams of fat]"
  },
  "recipeInstructions" : [
    "[instruction 1]",
    "[instruction 2]",
    "[instruction 3]"
  ]
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/Recipe">
  <span itemprop="author">[author name]</span>
  <span itemprop="datePublished" content="[date in ISO format e.g. 2012-04-15]">[publication date]</span>
  <span itemprop="name">[recipe name]</span>
  <img itemprop="image" src="[recipe image url]" />
  <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
    <span itemprop="ratingValue">[rating given]</span>/
    <span itemprop="bestRating">[highest possible rating]</span> stars from
    <span itemprop="reviewCount">[total number of reviews]</span> users.
  </div>
  <span itemprop="description">[a description of the recipe]</span>
  <ul>
    <li itemprop="ingredients">[ingredient 1]</li>
    <li itemprop="ingredients">[ingredient 2]</li>
    <li itemprop="ingredients">[ingredient 3]</li>
    ...
  </ul>
  <span itemprop="recipeCategory"><a href="[url to recipe category]">[recipe category]</a></span>
  <span itemprop="recipeCuisine"><a href="[url to recipe cuisine category]">[recipe cuisine]</a></span>
  <span itemprop="recipeYield">[recipe yield]</span>
  <span itemprop="cookTime" content="[ISO duration format e.g. PT2H45M]">[cooking time]</span>
  <span itemprop="prepTime" content="[ISO duration format e.g. PT45M]">[prep time]</span>
  <div itemprop="nutrition" itemscope itemtype="http://schema.org/NutritionInformation">
    <span itemprop="calories">[total calories]</span>
    <span itemprop="fatContent">[grams of fat]</span>
  </div>
  <ol itemprop="recipeInstructions">
    <li>1. [Instruction 1]...</li>
  </ol>
</div>

7.4 The test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Further Reading: Recipe & NutritionInformation – Schema.org, Recipe Schema Tool – microDATA generator, Rich Snippet Recipes – Google Webmaster Help

Add Authenticity & Trust to Mobile App Listings

8.1 Example snippet

8.2 The core mark-up features at a glance:

Itemtype	Description
http://www.schema.org/MobileApplication	Describes a Mobile application.
http://www.schema.org/Organization	Describes an organization.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“image”	URL of an image of the item.	All
itemprop=“description”	Describe the item being marked up.	All
itemprop=”url“	URL of the item.	CreativeWork
itemprop=“author”	The author of this content.	CreativeWork
itemprop=”datePublished“	Date of first broadcast/publication.	CreativeWork
itemprop=“operatingSystems”	The operating systems supported.	SoftwareApplication
itemprop=“fileSize”	Size of the application.	SoftwareApplication
itemprop=“interactionCount”	A count of a specific user interaction with this item.	CreativeWork
itemprop=“contentRating”	Official rating for a piece of content.	CreativeWork
itemprop=“bestRating”	The highest possible rating.	Rating
itemprop=“ratingValue”	The rating for the content.	Rating
itemprop=“ratingCount”	The number of ratings obtained.	AggregateRating

8.3 The mark-up

Applying Mobile Application mark-up:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
    "@type": "MobileApplication",
    "image": "[image url for application icon]",
    "name": "[name of the mobile application]",
    "author": {
      "@type": "Organization",
      "url": "[author url]",
      "name": "[developer name]"
    },
  "aggregateRating": {
    "@type" : "AggregateRating",
    "ratingValue" : "[rating given]",
    "bestRating" : "[highest possible rating]",
    "ratingCount" : "[total number of ratings]"
  },
  "datePublished": "[date in ISO format e.g. 2012-04-15]",
  "operatingSystem": "[supported operating system]",
  "fileSize" : "[file size e.g. 14mb]",
  "interactionCount" : "[number of user downloads]",
  "contentRating" : "[content rating e.g. Low Maturity]",
  "description" : "[description of the mobile application]",
  "applicationCategory" : "[application category e.g. http://schema.org/GameApplication]"
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/MobileApplication">
  <img itemprop="image" src="[image URL for application icon]" />
  <span itemprop="name">[name of the mobile application]</span> -
  <div itemprop="author" itemscope itemtype="http://schema.org/Organization">
    <a itemprop="url" href="[author url]"><span itemprop="name">[developer name]</span></a>
  </div>
  <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
    <span itemprop="ratingValue">[rating given]</span>/
    <span itemprop="bestRating">[highest possible rating]</span> stars from
    <span itemprop="ratingCount">[total number of ratings]</span> users.
  </div>
  <time itemprop="datePublished" datetime="[date in ISO format e.g. 2012-04-15]">[publication date]</time>
  <span itemprop="operatingSystems">[supported operating system]</span>
  <meta itemprop="fileSize" content="[file size e.g. 14MB]"/>
  <meta itemprop="interactionCount" content="[number of user downloads] UserDownloads">
  <span itemprop="contentRating">[content rating e.g. Low Maturity]</span>
  <span itemprop="description">[description of the mobile application]</span>
</div>

8.4 The test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

8.5 Extending this mark-up

By combining some properties from schema.org/Offers we can add a price to the snippet. Just add the below mark up:

JSON-LD

"Offers": {
    "@type" : "Offer",
    "price" : "[app price]"
}

Microdata

<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
  <span itemprop="price">[price]</span>
</div>

Further Reading: MobileApplication – Schema.org, Rich Snippets for Apps: a New Way to be Seen in SERPs – SEWatch generator, Rich Snippets: Software Applications – Google Webmaster Help

Promote Software Applications in Search Results

9.1 Example live snippet

Software Application mark-up is very similar to Mobile; however there are some additional features that can be included to develop this snippet.

9.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/SoftwareApplication	Describes a Mobile application.
http://www.schema.org/Organization	Describes an organization.
http://www.schema.org/AggregateRating	The average rating based on multiple ratings or reviews.
http://www.schema.org/Offer	Describes a products offer details.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“image”	URL of an image of the item.	All
itemprop=“description”	Describe the item being marked up.	All
itemprop=”url“	URL of the item.	CreativeWork
itemprop=“author”	The author of this content.	CreativeWork
itemprop=”datePublished“	Date of first broadcast/publication.	CreativeWork
itemprop=“operatingSystems”	The operating systems supported.	SoftwareApplication
itemprop=“fileSize”	Size of the application.	SoftwareApplication
itemprop=“interactionCount”	A count of a specific user interaction with this item.	CreativeWork
itemprop=“contentRating”	Official rating for a piece of content.	CreativeWork
itemprop=“bestRating”	The highest possible rating.	Rating
itemprop=“ratingValue”	The rating for the content.	Rating
itemprop=“ratingCount”	The number of ratings obtained.	AggregateRating
itemprop=“price”	The price of the item.	Offer

9.3 The mark-up

Utilising Software Application mark-up:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "SoftwareApplication",
  "image": "[software application icon image url]",
  "name": "[name of the software application]",
  "author": {
    "@type": "Organization",
    "url": "[author url]",
    "name": "[developer name]"
  },
  "aggregateRating": {
    "@type" : "AggregateRating",
    "ratingValue" : "[rating given]",
    "bestRating" : "[highest possible rating]",
    "ratingCount" : "[total number of ratings]"
  },
  "datePublished": "[date in ISO format e.g. 2012-04-15]",
  "fileSize" : "[file size e.g. 14mb]",
  "interactionCount" : "[number of user downloads]",
  "contentRating" : "[content rating e.g. Low Maturity]",
  "description" : "[description of the software application]",
  "downloadURL" : "[download url]"
  "operatingSystem" : [
    "[operating system 1]",
    "[operating system 2]"
  ],
  "applicationCategory" : "[application category e.g. http://schema.org/GameApplication]",
  "Offers": {
    "@type" : "Offer",
    "price" : "[app price]"
 }
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/SoftwareApplication">
  <img itemprop="image" src="[software application icon image url]" />
  <span itemprop="name">[name of application]</span> -
  <div itemprop="author" itemscope itemtype="http://schema.org/Organization">
    <a itemprop="url" href="[author url]"><span itemprop="name">[developer name]</span></a>
  </div>
  <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
    <span itemprop="ratingValue">[rating given]</span>/
    <span itemprop="bestRating">[highest possible rating]</span> stars from
    <span itemprop="ratingCount">[total number of ratings]</span> users.
  </div>
  <div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
    <span itemprop="price">[price]</span>
  </div>
  <span itemprop="description">[description of application]</span>
  <a itemprop="downloadURL" href="[download url]">Download</a>
  <time itemprop="datePublished" datetime="[date in ISO format e.g. 2012-04-15]">[publication date]</time>
  <span itemprop="operatingSystems">[supported operating systems]</span>
  <span itemprop="applicationCategory">[category]</span>
  <meta itemprop="fileSize" content="[file size e.g. 14MB]"/>
  <meta itemprop="interactionCount" content="[number of downloads] UserDownloads">
</div>

9.4 The Test…

Filling in the blanks, the resulting snippet using the structured data testing tool should resemble something like this:

Further Reading: SoftwareApplication – Schema.org, Rich Snippets: Software applications – Google Webmaster Help

Tell Us About Yourself with Person Mark-up

10.1 Example snippet

10.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/Person	Describes a person (living, dead or fictional).
http://www.schema.org/PostalAddress	The location of the event or organization.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“image”	URL of an image of the person.	All
itemprop=“jobTitle”	The job title of the person.	Person
itemprop=“address”	Physical address of the person.	PostalAddress
itemprop=“addressLocality”	The address locality of the person.	PostalAddress
itemprop=“addressRegion”	The region in which the person resides.	PostalAddress
itemprop=“postalCode”	The postal code.	PostalAddress
itemprop=“telephone”	The person’s telephone number.	Person
itemprop=“email”	The person’s email address.	Person

10.3 The mark-up

Utilising Person mark-up:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type" : "Person",
  "name" : "[person's name]",
  "image" : "[image url of person]",
  "jobTitle": "[job tile]",
  "address" : {
    "@type" : "PostalAddress",
    "addressLocality" : "[Locality]",
    "addressRegion" : "[region]",
    "postalCode" : "[postal code]"
  },
  "telephone" : "[telephone number]",
  "email" : "[email address]"
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/Person">
  <span itemprop="name">[person’s name]</span>
  <img src="[image url of person]" itemprop="image" />
  <span itemprop="jobTitle">[job title]</span>
  <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
    <span itemprop="addressLocality">[locality]</span>,
    <span itemprop="addressRegion">[region]</span>
    <span itemprop="postalCode">[postal code]</span>
  </div>
  <span itemprop="telephone">[telephone number]</span>
  <a href="mailto:[email address]" itemprop="email">[email protected]</a>
</div>

Further Reading: Person – Schema.org, Rich Snippets: People – Google Webmaster Help

Sell Tickets for Multiple Events with a Single Search Listing

11.1 Example snippet

Live examples of Schema.org/Event are very scarce at the moment, with the majority of sites opting for Microdata, Microformats or RDFa equivalent mark-up. Up to 3 entries of Event mark-up can be seen within the rich snippet.

11.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/Event	Describes an upcoming event.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“url”	URL of the item.	All
itemprop=“location”	The location of the event.	Event
itemprop=“startDate”	The start date and time of the event.	Event

11.3 The mark-up

Utilising Event mark-up:

JSON-LD

REPEAT FOR EACH EVENT:
<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type" : "Event",
  "name" : "[event name]",
  "url" : "[event url]",
  "location": {
    "@type" : "Place",
    "name" : "[location name]",
    "address" : "[event location]"
    },
  "startDate": "[date in ISO format e.g. 2013-03-16]"
  }
</script>

Microdata

<div itemprop="event" itemscope itemtype="http://schema.org/Event">
  <a href="[event url]" itemprop="url">
    <span itemprop="name">[event name]</span>
  </a>
  <span itemprop="location">[event location]</span>
  <meta itemprop="startDate" content="[date in ISO format e.g. 2013-03-16]">
</div>
<div itemprop="event" itemscope itemtype="http://schema.org/Event">
  <a href="[event url]" itemprop="url">
    <span itemprop="name">[event name]</span>
  </a>
  <span itemprop="location">[event location]</span>
  <meta itemprop="startDate" content="[date in ISO format e.g. 2013-03-16]">
</div>

Further Reading: Event – Schema.org, Rich Snippets: Events – Google Webmaster Help

Dramatically Increase Size of Search Results for Audio Coverage

12.1 Example snippet

12.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/MusicPlaylist	A collection of music tracks in a playlist form.
http://www.schema.org/MusicRecording	A single song or track.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“numTracks”	Number of tracks in the album/playlist.	MusicPlaylist
itemprop=“track”	A single track.	MusicPlaylist
itemprop=“byArtist”	The artist that performed this album or track.	MusicRecording
itemprop=“url”	The URL of the item.	All
itemprop=“duration”	The length of the track or album.	MusicRecording
itemprop=“inAlbum”	The album the track is from.	MusicRecording

12.3 The mark-up

Up to four tracks can be displayed within the rich snippet:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type" : "MusicPlaylist",
  "name" : "[name of playlist]",
  "numTracks" : "[no. of tracks in playlist]",
  "track" : [
  {
    "@type" : "MusicRecording",
    "name" : "[track name]",
    "byArtist" : "[artist name]",
    "url" : "[artist url]",
    "duration" : "[track duration in ISO format e.g. PT4M45S]",
    "inAlbum" : "[album name]"
  },
  {
    "@type" : "MusicRecording",
    "name" : "[track name]",
    "byArtist" : "[artist name]",
    "url" : "[artist url]",
    "duration" : "[track duration in ISO format e.g. PT4M45S]",
    "inAlbum" : "[album name]"
  }
 ]
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/MusicPlaylist">
  <span itemprop="name">[name of playlist]</span>
  <meta itemprop="numTracks" content="[no. of tracks in playlist]"/>
  <div itemprop="track" itemscope itemtype="http://schema.org/MusicRecording">
    1.<span itemprop="name">[track name]</span> -
    <span itemprop="byArtist">[artist name]</span>
    <meta content="[artist url]" itemprop="url" />
    <meta content="[duration in ISO format e.g. PT4M45S]" itemprop="duration" />
    <meta content="[album name]" itemprop="inAlbum" />
   </div>
  <div itemprop="track" itemscope itemtype="http://schema.org/MusicRecording">
    2.<span itemprop="name">[track name]</span> -
    <span itemprop="byArtist">[artist name]</span>
    <meta content="[artist url]" itemprop="url" />
    <meta content="[duration in ISO format e.g. PT3M32S]" itemprop="duration" />
    <meta content="[album name" itemprop="inAlbum" />
  </div>
</div>

12.4 The test:

Please note, due to the 1500 character length within the testing tool, only two tracks can be displayed:

Further Reading: MusicPlaylist & MusicRecording – Schema.org, Rich Snippets: Music – Google Webmaster Help

Generate Rich Media Listings with Video Mark-up

13.1 Example live rich media snippet

13.2 Considerations

Please note that the utilisation of Microdata and Schema.org is not enough to convert video content into the above rich media listing in search results. This mark-up should also be combined with:

Video XML sitemaps
Unique text content including video title, description, thumbnail – different to that seen elsewhere on the web (including YouTube).

13.2 The core mark-up features at a glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/VideoObject	A collection of music tracks in a playlist form.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“duration”	Number of tracks in the album/playlist	MediaObject
itemprop=“thumbnail”	A thumbnail image for a video or image.	ImageObject
itemprop=“description”	Description of the item.	All

13.3 The mark-up

JSON-LD

<script type="application/ld+json">
{
  "@context" : "http://schema.org",
  "@type" : "VideoObject",
  "name" : "[name of video]",
  "duration" : "[duration in ISO format e.g. T1M33S]",
  "thumbnail" : "[thumbnail url]",
  "description" : "[description of video]"
}
</script>

Microdata

<div itemprop="video" itemscope itemtype="http://schema.org/VideoObject">
  <span itemprop="name">[name of video]</span>
  <meta itemprop="duration" content="[duration in ISO format e.g. T1M33S]" />
  <meta itemprop="thumbnail" content="[thumbnail-url]" />
  video object code
  <span itemprop="description">[description of video]</span>
</div>

Further Reading: VideoObject – Schema.org, Schema.org markup for videos – Google Webmaster Help, Getting Video Results in Google – Distilled

Create Interactive Breadcrumb Trails for your Search Listings

14.1 Example live snippet

Currently the Schema.org mark-up does not yet lead to the above rich URL format being presented unlike other formats such as Microdata and RDFa, although hopefully will in the near future.

14.2 The Mark-Up

Microdata

<div itemscope itemtype="http://data-vocabulary.org/Breadcrumb">
  <a href="[parent url]" itemprop="url">
    <span itemprop="title">[page name]</span>
  </a>
</div>
<div itemscope itemtype="http://data-vocabulary.org/Breadcrumb">
  <a href="[child url]" itemprop="url">
    <span itemprop="title">[page name]</span>
  </a>
</div>
<div itemscope itemtype="http://data-vocabulary.org/Breadcrumb">
  <a href="[child url]" itemprop="url">
    <span itemprop="title">[page name]</span>
  </a>
</div>

Further Reading: Rich snippets – Breadcrumbs – Google Webmaster Help

Logo & Social Sitelinks in Knowledge Graph

15.1 Example live snippet

Both the logo and social profile links displayed in Google’s Knowledge Graph can be leveraged using schema.org.

15.2 The Core Mark-Up Features at a Glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/Organization	An organization such as a school, corporation etc.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“name”	The name of the item being marked up.	All
itemprop=“logo”	An associated logo.	Organization
itemprop=“url”	URL of the item.	All
itemprop=“sameAs”	URL of a web page that indicates the items identity.	Property

15.3 The Mark-Up

JSON-LD

<script type="application/ld+json">
{ 
  "@context" : "http://schema.org",
  "@type" : "Organization",
  "name" : "[organization name]",
  "logo" : "[logo image url]",
  "url" : "[website url]",
  "sameAs" : [
    "https://twitter.com/[username]",
    "https://www.facebook.com/[username]",
    "https://www.linkedin.com/company/[username]",
    "https://plus.google.com/[username]/posts"
  ]
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/Organization">
  <span itemprop="name">[organization name]</span>
  <img src="[logo image url]" itemprop="logo" />
  <a href="[website url]">Website</a>
Follow us on <a href="[profile url]" itemprop="sameAs">Twitter</a>, <a href="[profile url]" itemprop="sameAs">Facebook, <a href="[profile url]" itemprop="sameAs">Google+ and <a href="[profile url]" itemprop="sameAs">LinkedIn</a>.
</div>

Further Reading: Social Profiles – Google Developers, Using Schema.org Markup for Organization – Google Webmaster Help.

SearchAction – Sitelinks Search Box

16.1 Example live snippet

Search engines are starting to make use of Action based schema.org in search results, starting with the Sitelinks search box.

16.2 The Core Mark-Up Features at a Glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/Website	A set of web pages on a single domain.
http://www.schema.org/SearchAction	The action to search.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“url”	URL of the item.	All
itemprop=“potentialAction”	Describes the action being taken.	Action
itemprop=“target”	Specifies destination or entry point of action.	Action
itemprop=“query-input”	The query used for this action.	SearchAction

16.3 The Mark-Up

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "WebSite",
  "url": "[website url]",
  "potentialAction": {
    "@type": "SearchAction",
    "target": "[website search url]={search_term}",
    "query-input": "required name=search_term"
  }
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/WebSite">
  <meta itemprop="url" content="[website url]"/>
  <form itemprop="potentialAction" itemscope itemtype="http://schema.org/SearchAction">
    <meta itemprop="target" content="[website search url]={search_term}"/>
    <input itemprop="query-input" type="text" name="search_term">
    <input type="submit">
  </form>
</div>

Further Reading: Sitelinks Search Box – Google Developers.

InDepth Article Markup

17.1 Example live snippet

Although algorithmic based, the chances of this type of result occurring increase when web pages are combined with Article mark-up.

17.2 The Core Mark-Up Features at a Glance:

Itemtype attributes utilised:

Itemtype	Description
http://www.schema.org/Article	An article or news story.

Itemprop attributes utilised:

Itemprop	Description	Property of
itemprop=“headline”	Main article title.	CreativeWork
itemprop=“alternativeHeadline”	Article sub title.	CreativeWork
itemprop=“image”	Main article image URL.	All
itemprop=“author”	The name of the article author.	CreativeWork
itemprop=“datePublished”	Article publication date.	CreativeWork
itemprop=“description”	Summary of the article.	All
itemprop=“articleBody”	Article body content.	Article

17.3 The Mark-Up

JSON-LD

<script type="application/ld+json">
{ 
  "@context": "http://schema.org",
  "@type": "Article",
  "headline": "[article title]",
  "alternativeHeadline": "[article sub heading]",
  "image": "[main article image url]",
  "author": "[author name]",
  "datePublished": "[date in ISO format e.g. 2014-03-16]",
  "description": "[article summary]"
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/Article">
  <h1 itemprop="headline">[article headline]</h1>
  <h2 itemprop="alternativeHeadline">[alternative headline]</h2>
  <img src="[main article image url]" itemprop="image" />
  <span itemprop="author">[author name]</span>
  <span itemprop="datePublished">[publication date in ISO format e.g. 2014-03-16]</span>
  <span itemprop="description">[article summary]</span>
  <div itemprop="articleBody">[article content]</div>
</div>

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