Microdata: Connecting Crawlers to Information

Custom User Experiences

Search Engine Optimization(SEO)

So you started a business, built a product offering and now finally finished the ultimate web page to show off and inform customers about your brand, but yet you are not overwhelmed by a mob of new customers, what gives?

Welcome to the next level, you now have a new problem, customers have to be able to find your shiny new web page. You have to convince Google, Bing, etc. web crawlers to show your offerings to prospective searchers.

Enter Search Engine Optimization(SEO), using sacred SEO methods; passed down by our ancestors, we can sometimes convince Google and Bing to rank us higher on certain keyword searches. But the times are a'changin', and so are Google and Bing's search ranking algorithms.

Search Algorithms

Google works very hard to hide how their search ranking algorithms work, and prevent us from gaming the system. There are many tried and true SEO methods that allow us to rank higher on search algorithms. But tech is a constantly changing and evolving field. We must embrace change and be quick to adapt in order optimize our content, and rank high in Google and Bing search algorithm results.

Given that search engine algorithms are constantly changing, so are the SEO methods used by amateurs and pros alike. You've probably seen articles pitching the latest SEO methods. A lot of these articles are pitching gambles just like those pushing what stocks you should buy or dump. While some of these things might work, the microdata and metadata you provide to search engine crawlers has a proven effect on your search result presence.


Metadata is a type of structured data that allows us to provide some high level hints about the content on your page to the search engine web crawler. You might be familiar with HTML metadata tags. These high level tags usually markup titles, descriptions and images, and signal to Google and Bing web crawlers to render this information in their search result.

We can provide a set of keywords our content is optimized for using metadata tags. We can tell Google and Bing what title and description to show users in search engine results.

Metadata allows us to give some high level hints to the search engine crawlers about the content on our page. Metadata is inserted in the head element of your HTML webpage and is typically straightforward to implement and maintain.


Microdata is a type of rigid structured data we can use to define much more detailed information about our organization, products and service offerings, and ask Google to show our web pages and products in specialized results that are more likely to get potential users or customers to click on our page.

Using the schema.org standard data schema, microdata provides very detailed information to the search engine crawler bot about the webpage. We can tell Google to show our product page in a Google Shopping result, along with it's aggregated rating. We can indicate to search engine crawler bot to show our location closest to the searcher in Google Maps.

While metadata tags tell the search engine crawler what it should tell the searcher about the content of the page, microdata is information meant solely for the search engine web crawler to use in order to understand the structure of the content on the page. Using microdata, the Google and Bing search engines can connect searchers with exactly the information they are looking for, reducing the conversions you lose due to plain user frustration.

Microdata is now an increasingly important part of any SEO strategy that we must consider when first designing our website. While metadata is still important, microdata is designed to markup very specific information about the content of page in format that search engine web crawlers can understand. We build microdata into each and every content management system we create so that our clients are putting their best foot forward to the search engine web crawlers without putting any serious thought or effort into this very technical aspect of SEO. Be certain that whatever solution you choose is leveraging microdata, or you might get left in the dust by your competitors.

Share this Post