8. Encoding with Microdata
Tea Chai Té
An awesome tea shop in a caboose.
7983 SE 13th Ave
Portland, OR
Phone: 503-432-8747
<div itemscope itemtype="http://schema.org/LocalBusiness">
<span itemprop="name">Tea Chai Té</span>
<span itemprop="description">An awesome tea shop in a
caboose.</span>
<div itemprop="address" itemscope itemtype="http://schema.org/
PostalAddress">
<span itemprop="streetAddress">7983 SE 13th Ave</span>
<span itemprop="addressLocality">Portland</span>,
<span itemprop="addressRegion">OR</span>
</div>
Phone: <span itemprop="telephone">503-432-8747</span>
</div>
9. Encoding with JSON-LD
Tea Chai Té
An awesome tea shop in a caboose.
7983 SE 13th Ave
Portland, OR
Phone: 503-432-8747
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "LocalBusiness",
"address": {
"@type": "PostalAddress",
"addressLocality": “Portland”,
"addressRegion": “OR”,
"streetAddress": "7983 SE 13th Ave"
},
"description": "An awesome tea shop in a caboose.",
"name": "Tea Chai Té",
"telephone": "503-432-8747"
}
</script>
10. Microdata or JSON-LD
• Works with information already present
• Minimal effort to qualify existing
information
• Awkward situations to get certain data
marked up
• Inserting data on page for markup only
• Can be added to hyperlinks
Microdata JSON-LD
• Not dependent on information already
present
• Compact and direct
• Duplicate calls already made to build
page
• No relation to page content
• Information not normally in markup
They can be used together