A well-functioning website consists of a series of coding languages. These languages (such as CSS and HTML) speak to and enhance one another in order to form a cohesive and search engine friendly website. Before microdata, search engines (like Google), and browsers (like Chrome or Firefox), could only display the text on a web page, without knowing what any of it actually meant. Microdata gives search engines and browsers a way to understand web page content, and uses that knowledge to put the most relevant information in front of the most relevant audience.
So now you know what microdata is – but how can you use it to bring the most relevant customers to your website? Let’s pretend that you own a flower shop in Bangor, Maine. You’ve included your business name, address, and phone number on your website. Marking up the HTML for your contact information with microdata allows a search engine to know where your business is, and display your contact information in its search engine result. That way, if someone searches for “Flower Shops in Bangor, Maine,” the search engine will know that your website matches that query and will display your site higher in search engine results.
Remember, ranking higher in search engine results means that more people are going to see the ad for your website and have an opportunity to click it.