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15/12/2012 Categories: SEO

1.
- thing - the broadest item type, has four properties: name, description, url, and image
- idea of drilling and inheriting: more specific types share properties with broader types and inherit the properties of their parent (i.e. THING > Place > LocalBusiness)
- if more specific item has two parents (for LocalBusines Place and Organization) it inheritets from both parent types


2.
Most commonly used item types (to see all go to a full list of all item types):

- Creative works: CreativeWork, Book, Movie, MusicRecording, Recipe, TVSeries ...

- Embedded non-text objects: AudioObject, ImageObject, VideoObject

- Event

- Organization

- Person

- Place, LocalBusiness, Restaurant ...

- Product, Offer, AggregateOffer

- Review, AggregateRating


3.
- the more content you mark up, the better
- mark up only the content that is visible to people who visit the web page (not hidden text)
- many properties have "expected types" (the value of the property can itself be an embedded item) but this is not a requirement—it's fine to include just regular text or a URL. (In addition, whenever an expected type is specified, it is also fine to embed an item that is a child type of the expected type.)
- in case of pages about a specific item (i.e. a web page about a single person - you can mark up using the Person item type)
- in case of pages having a collection of items (i.e. company site having a page listing employees, with a link to a profile page for each person - mark up each item separately (in this case as a series of Persons) and add the url property to the link to the corresponding page for each item


4.
to test use i.e. Google snippets testing tool


5.
EXAMLPE

itemscope: specifies that the HTML contained in the <div>...</div> block is about a particular item, i.e.
<div itemscope>
<h1>Avatar</h1>

itemtype attribute used immediately after the itemscope specifies the type of item, i.e.
<div itemscope itemtype="http://schema.org/Movie">
<h1>Avatar</h1>

itemprop attribute labels properties of an item i.e.
<div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
<span>Director: <span itemprop="director">James Cameron</span> (born August 16, 1954)</span>

To specify that the value of a property is another item, you begin a new itemscope immediately after the corresponding itemprop, i.e.
<div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name"&g;Avatar</h1>
<div itemprop="director" itemscope itemtype="http://schema.org/Person">
Director: <span itemprop="name">James Cameron</span> (born <span itemprop="birthDate">August 16, 1954)</span>
</div>


<div style="margin:10px 0;" itemscope itemtype ="http://schema.org/creativeWork">
<h5>© 2008 - 2012 <span itemprop="copyrightHolder">Libertinus®</h5>

</div>


<div itemscope itemtype="http://schema.org/creativeWork">
<hgroup>

<h1 class="headerimgtext" >news @ <span itemprop="companyName">Libertinus</span></h1>
<h2 class="headerimgsubtext">» Swingers, online dating and erotic guide.</h2>
</hgroup>

</div>