Microdata: the secret for a Friendly e-Commerce Google

good visibility on search engine it is often the keystone for the success of your e-Commerce.
Increase in the number of visits, qualified traffic, more sales opportunities: to achieve these goals is not always an optimization standard is sufficient, indeed
it becomes important to start working more ” in depth “.

Search engines are becoming ever more concerned that the content that we offer our users are authoritative and structured.

To authoritative content , at least in the case of e-commerce, search engine takes into account some important factors such as:

  • longevity of the domine
  • number of pages indexed
  • traffic generated and low bounce rate
  • link building natural
  • proper management of meta content (to avoid as far as possible duplicates)
  • correct Error Handling 400 and 500 (generated or deletion of pages or code errors that prevent a correct reading of the spider)
  • correct management target international in which the pages are intended
  • from 2014 even the social network share and interact constantly with our website
  • reviews and real comments

Microdata: what they are and how they work

Defined by Google as “ a way to label content to describe a specific type of information (such as reviews, information about people or events) “, the specification of microdata allows you to highlight additional information those “classic” that users have the ability to view already on the page of search results.
In relation to an event, for example, the microdata can contain start time, cost of the ticket etc ..


Technically microdata make possible what Google calls the “ rich Snippe t “. If the term “snippet” refers to what is seen in search results, or the title and description, with “ Rich snippets ” you go to find all the information that we said is side that enrich the information.

The use of microdata has been possible through the use of special tags defined semantic HTML 5 that allowed to organize and structure the text, classifying the type of information it contained. So that they can be visible, such information must be “categorized” and made visible at the code level.

Microdata: when success is measured on Google

The use of microdata, as is understandable, therefore, requires the definition of the same within the page code. Their presence must also be communicated to Google properly through:

  • Code page
  • Highlighting data in Web Tool Master

This activity not only allows Google to index more quickly, but also to give back a SERP clearer for the user who is looking for a product.
Let’s not forget the fact that the use of microdata, enriching the description on the page of search results, can significantly increase the percentage of user clicks, thereby helping to strengthen their presence on Google, as the CTR (click through rate) it is still considered a ranking factor

ecommerce_grantMicrodata and e-Commerce: the successful case of Grant

Activities of on-page optimization and more: all of our customers recommend and propose to implement the use of microdata which, added to other activities for placement on search engines, it allows to achieve excellent results in terms of visibility.

That’s the case of Grant Spa., Shop on-line of well-known brands of children’s clothing.
Since this is an e-Commerce, in this case, through the use of microdata we have helped to enrich the description in the search results page with the money and product availability .

The introduction of microdata has enabled e-Commerce to achieve a decisive lead to the growth of traffic from search engines.
The qualified organic traffic actually increased by 57% . Along with it it is also greatly increased the number of transactions that had as its source the organic traffic (+700.12%) on the previous year *.

*(Data were compared between January 2014 and January 2015)

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