Microdata
An HTML specification for embedding Schema.org structured data directly within HTML elements using itemscope, itemtype, and itemprop attributes — the legacy alternative to JSON-LD.
Simple Explanation
Microdata is an older way of adding schema markup directly into your HTML code. Instead of a separate script block (like JSON-LD), Microdata requires adding special labels to your existing HTML elements. To mark up a product you'd add attributes like itemscope, itemtype, and itemprop directly to your <div>, <h1>, and <span> tags. While this works, it's much harder to maintain because your schema is mixed into your visual HTML. Google still supports it but recommends JSON-LD for all new implementations.
Advanced SEO Explanation
Microdata uses three HTML attributes: itemscope (declares an item scope on the element), itemtype (specifies the Schema.org URL — e.g., https://schema.org/Product), and itemprop (names a property of the item). Nested items use itemscope within an itemprop element. Unlike JSON-LD, Microdata is tightly coupled to page HTML — changing schema requires HTML modifications, creating maintenance challenges at scale. Microdata is still fully supported by Google; pages with existing implementations don't need immediate migration. However, all new implementations should use JSON-LD, and migration is recommended during site redesigns.
Why Microdata Matters for Rankings
Understanding legacy implementations
Many existing sites use Microdata from before JSON-LD became standard. Understanding it is essential for auditing and maintaining these sites.
Migration planning context
Understanding Microdata enables accurate migration to JSON-LD without losing schema coverage during site redesigns.
Real-World SEO Examples
Microdata product markup in HTML
How Product schema looks embedded as Microdata attributes.
Code Example
<div itemscope itemtype="https://schema.org/Product">
<h1 itemprop="name">Blue Running Shoes</h1>
<div itemprop="offers" itemscope itemtype="https://schema.org/Offer">
<span itemprop="price">89.99</span>
<meta itemprop="priceCurrency" content="USD" />
</div>
<div itemprop="aggregateRating"
itemscope itemtype="https://schema.org/AggregateRating">
<span itemprop="ratingValue">4.5</span>
<span itemprop="reviewCount">247</span>
</div>
</div>Common Microdata Mistakes
✗ Mistake
Starting new schema implementations with Microdata
✓ The Fix
Use JSON-LD for all new schema markup. Microdata is supported but JSON-LD is Google's recommendation.
✗ Mistake
Removing Microdata without replacing with JSON-LD
✓ The Fix
Always replace rather than simply remove. Deleting Microdata without adding JSON-LD equivalents removes rich result eligibility.
Free Tools for Microdata
Related Articles
Microdata vs Related Concepts
Microdata vs JSON-LD
Microdata
Schema markup embedded within HTML elements as attributes — tightly coupled to page HTML structure, harder to maintain at scale.
Use when:
Only for maintaining existing Microdata implementations.
JSON-LD
Schema markup in a separate <script> block — completely decoupled from HTML, easily maintained and injectable via GTM.
Use when:
All new structured data implementations — JSON-LD is Google's recommended format.
Microdata FAQs
Frequently Asked Questions
People Also Search For
Continue Learning: Next Terms
JSON-LD
JavaScript Object Notation for Linked Data — Google's recommended format for implementing structured data, injected as a <script> block completely separate from page HTML.
Intermediate🧩Schema Markup
Structured code added to web pages using Schema.org vocabulary that helps search engines understand the meaning of content, enabling rich search results.
Intermediate🧩Structured Data
A standardized format for providing machine-readable information about web page content, enabling search engines to understand and categorize content beyond keyword analysis.
Intermediate🧩Rich Results
Enhanced search result displays showing additional information — star ratings, prices, FAQs, images — extracted from structured data, enabling pages to stand out visually in the SERP.
Beginner