Markup

Online verification service microdata Google

Configure unified data markup for Yandex and Google. Check images, links, and data formats (phone number, dates, etc.), as well as undocumented requirements.

Result (example)

General recommendations	Add micro-markup of bread crumbs (documentation Yandex, Google) on all pages except the main one. It improves the indexing of the site by search engines. Add a WebSite schema to specify the site name for Google services. Thanks to it, the text name of the site will be displayed in the search results instead of the domain, which will increase trust.
Markup «Product catalog»	Ignored Yandex because of critical errors. Use the Microdata format for this markup to avoid duplicating data on the page and in the JSON-DL block.
Field	Errors	Content
name	Add this required field.	---
description	Add this required field.	---
image	Add this required field.	---
itemListElement	Add this required field.	---

What is markup?

Markup is a special code that structures data on a site page. It comes in 3 types: JSON-DL, Microdata and RDF.

JSON-DL is a JSON code in a specific format. This is the preferred option for specifying information, according to the recommendations of search engines.

It looks like this:

<script type="application/ld+json">
{
"@context": "https://schema.org /",
"@type": "ImageObject",
"contentURL": "https://example.com/photo.jpg ",
"license": "https://example.com/license ",
"acquireLicensePage": "https://example.com/how-to-use-my-images ",
"creditText": "Photo Laboratory Company",
"name": "Giraffe photo",
"description": "Full-length giraffe photo in the wild",
"height": "1000px",
"width": "1200px"
}
</script>

The Microdata and RDF formats are a modification of the current page code to mark up the data on it. Thanks to special designations, the search robot will understand what this or that block of code refers to. It is recommended to use Microdata only for bread crumbs. RDF is supported only by Google. These formats look like this:

<ol itemscope itemtype="https://schema.org/BreadcrumbList">
<li itemprop="itemListElement" itemscope
itemtype="https://schema.org/ListItem">
<a itemprop="item" href="https://example.com/books">
<span itemprop="name">Books</span></a>
<meta itemprop="position" content="1" />
</li>
›
<li itemprop="itemListElement" itemscope
itemtype="https://schema.org/ListItem">
<span itemprop="name">Awarded</span>
<meta itemprop="position" content="2" />
</li>
</ol>

What does the markup do?

Increased visibility and attractiveness

The breadcrumb markup will replace the long URL in the search results snippet with the section names indicating the hierarchy.

The top block shows an obscure link cook/recipe/1601-Kartofel.html , while the lower block has a clear hierarchy of sections due to the micro-layout of bread crumbs.

The WebPage markup will add a beautiful name for your site.

The top block has the site domain in the header, and the bottom block has the corporate name due to the WebPage markup.

Image snippets can add images to a snippet in search results.

A picture may appear in the snippet, which will distinguish it from the rest.

Showing a rating for sites of certain categories as aggregators of reviews or (view the documentation and write out the types where the markup works).

For aggregator sites, you can specify a rating, and it will be displayed in the search results.

Improved indexing for highly specialized queries

If the search robot encounters the word “Blue”, it is difficult for it to understand what this information refers to: the characteristics of the product, the name of the site or the brand of the product. Micro-markup makes it possible to specify the product properties, characteristics, price, category and much more. This way, the robot will be able to display your product for longer queries.

Thanks to the filled-in markup with prices, little-known sites for the query “blue sweater for 1000 rubles” appeared on the first page of the issue.

Showing in rich snippets

[Showing examples] In addition to standard snippets for certain page categories, special design snippets may be displayed. According to research, they have increased clickability.

You need to one data markup could use Google?

Use the JSON-DL format. It will be correctly recognized by both search engines. The exception is breadcrumb markup, which can be marked up using Microdata.
Refrain from the RDF format, it is supported only by Google and then not always.
In some markup, Yandex and Google may have different field names or formats. Also supports Google images with the aspect ratio set to 16:9, 1:1 and 4:3, and Yandex between 1:1 and 4:3. Follow the recommendations of our report, all the data could be used by both search engines.
Instead of the vReceipe and vCard markup, which only Yandex will understand, use the Receipt and WebSite markup.

Checklist for good markup

All items from this checklist are checked by our service.

Each page should contain breadcrumb markup. The exception is the main page of the site.
Each page must contain WebPage markup.
Fill in all the micro-markup data, including the recommended ones.
Check the data format. For example, the format of the zip code, date and time, phone number, etc.
Check the links specified in the markup for operability.
Check that the images indicated in the micro-markup have the minimum allowed size. Images that are too small or heavy will be rejected by search engines.

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