Let’s start with the basics.
Microformats (or Rich Snippets, as named by Google) are a way of formatting data that’s both human- and computer-readable.
Put another way, they’re a way of formatting content on your web site for easy reading by both visitors and search engines. It’s like putting meta tags in the open for all to see. Search engines trust it because it’s data you’re showing your visitors and love it because it helps them create more relevant and robust results pages.
At current writing, there are 9 stable formats, 17 in draft format and a whole bunch in development (see the full list). Some examples include addresses, calendar entries, recipes, reviews and video.
Sample
Here’s a sample hCard entry to specify contact information (name, address, phone, etc).
If you’re familiar with HTML you’ll see that it’s not much additional work to create the address in the hCard format.
and here’s how it looks in a browser:
By using the hCard microformat I’m telling search engines “Here’s my address” at the same time I’m telling visitors “Here’s my address.” By using the microformat instead of just inserting the address with any old HTML code, search engines know that’s the official NetPlus address and can do special things such as integrate a map in search results and use the address for local search.
Who uses them?
Google, Bing, Facebook, Twitter, Yahoo, Yelp and many others. There are a lot of big players on that list and there are many specialty sites looking for microformatted content as well.
The point is, if you don’t already offer microformats on your site or blog you better plan to add it soon.
How do they impact SEO?
Microformats impact search in several ways:
- SERPs – Better visibility on a result page. Make that hard-earned first page placement earn the highest clickthrough it can.
- Better data – Microformats tell search engines “here’s some good data for you.”
- More access to data – A user can find your address, reviews, and local events all through data you published via a microformat.
Search engines are continually adding new support for microformats. When food network planned their site redesign they included hRecipe before any search engines started using it. This paid off when Google announced its support of recipe microformats earlier this month.
Tools
If you don’t want to mess around with formatting there are several generators available:
And once you have your microformat on your site you can test it with Google’s microformat validator.
Further Reading
- Microformats.org – Specifications, getting started, recent news, code, tools, and several mailing lists.
- Google Webmaster Central – Get the scoop on what Google supports and how to test your code.
- Wikipedia – background, another list of formats, and more examples.
In an effort to fend off FTC regulation on digital privacy, the IAB this week endorsed a symbol to be used in banner ad campaigns as part of an industry endeavor to demonstrate our ability to self regulate. The icon, dubbed the “Power I”, was designed and focus group tested by a consortium of industry players including the IAB, the DMA, the ANA and the AAAAs to alert consumers when behavioral targeting is employed. It is part of a larger consumer education push that will ask “Why did I get this ad?” in smallish type on behavioral banner ads and provide a link to a page with information about privacy in advertising. Major online advertisers are expected to start incorporating the symbol in ads this summer though they are not mandated to do so.
