<s>
Microdata	B-General_Concept
is	O
a	O
WHATWG	B-Language
HTML	B-Language
specification	O
used	O
to	O
nest	O
metadata	O
within	O
existing	O
content	O
on	O
web	O
pages	O
.	O
</s>
<s>
Search	B-Application
engines	I-Application
,	O
web	B-Application
crawlers	I-Application
,	O
and	O
browsers	B-Application
can	O
extract	O
and	O
process	O
Microdata	B-General_Concept
from	O
a	O
web	O
page	O
and	O
use	O
it	O
to	O
provide	O
a	O
richer	O
browsing	O
experience	O
for	O
users	O
.	O
</s>
<s>
Search	B-Application
engines	I-Application
benefit	O
greatly	O
from	O
direct	O
access	O
to	O
this	O
structured	O
data	O
because	O
it	O
allows	O
them	O
to	O
understand	O
the	O
information	O
on	O
web	O
pages	O
and	O
provide	O
more	O
relevant	O
results	O
to	O
users	O
.	O
</s>
<s>
Microdata	B-General_Concept
uses	O
a	O
supporting	O
vocabulary	O
to	O
describe	O
an	O
item	O
and	O
name-value	O
pairs	O
to	O
assign	O
values	O
to	O
its	O
properties	O
.	O
</s>
<s>
Microdata	B-General_Concept
is	O
an	O
attempt	O
to	O
provide	O
a	O
simpler	O
way	O
of	O
annotating	O
HTML	B-General_Concept
elements	I-General_Concept
with	O
machine-readable	O
tags	B-General_Concept
than	O
the	O
similar	O
approaches	O
of	O
using	O
RDFa	B-General_Concept
and	O
microformats	B-General_Concept
.	O
</s>
<s>
In	O
2013	O
,	O
because	O
the	O
W3C	O
HTML	B-Language
Working	O
Group	O
failed	O
to	O
find	O
someone	O
to	O
serve	O
as	O
an	O
editor	O
for	O
the	O
Microdata	B-General_Concept
HTML	I-General_Concept
specification	O
,	O
its	O
development	O
was	O
terminated	O
with	O
a	O
'	O
Note	O
 '	O
.	O
</s>
<s>
Microdata	B-General_Concept
vocabularies	O
do	O
not	O
provide	O
the	O
semantics	B-Application
,	O
or	O
meaning	O
of	O
an	O
Item	O
.	O
</s>
<s>
A	O
collection	O
of	O
commonly	O
used	O
markup	O
vocabularies	O
are	O
provided	O
by	O
Schema.org	B-Application
schemas	O
which	O
include	O
:	O
Person	O
,	O
"	O
Place	O
"	O
,	O
Event	O
,	O
Organization	O
,	O
Product	O
,	O
Review	O
,	O
Review-aggregate	O
,	O
Breadcrumb	O
,	O
Offer	O
,	O
Offer-aggregate	O
.	O
</s>
<s>
The	O
website	O
schema.org	B-Application
was	O
established	O
by	O
search	B-Application
engine	I-Application
operators	O
like	O
Google	B-Application
,	O
Microsoft	O
,	O
Yahoo	O
!,	O
and	O
Yandex	O
,	O
which	O
use	O
microdata	B-General_Concept
markup	O
to	O
improve	O
search	B-Application
results	I-Application
.	O
</s>
<s>
In	O
some	O
cases	O
,	O
search	B-Application
engines	I-Application
covering	O
specific	O
regions	O
may	O
provide	O
locally-specific	O
extensions	O
of	O
microdata	B-General_Concept
.	O
</s>
<s>
For	O
example	O
,	O
Yandex	O
,	O
a	O
major	O
search	B-Application
engine	I-Application
in	O
Russia	O
,	O
supports	O
microformats	B-General_Concept
such	O
as	O
hCard	B-General_Concept
(	O
company	O
contact	O
information	O
)	O
,	O
hRecipe	B-General_Concept
(	O
food	O
recipe	O
)	O
,	O
hReview	B-General_Concept
(	O
market	O
reviews	O
)	O
and	O
hProduct	B-General_Concept
(	O
product	O
data	O
)	O
and	O
provides	O
its	O
own	O
format	O
for	O
definition	O
of	O
the	O
terms	O
and	O
encyclopedic	O
articles	O
.	O
</s>
<s>
itemscope	O
–	O
Creates	O
the	O
Item	O
and	O
indicates	O
that	O
descendants	O
of	O
this	O
element	B-General_Concept
contain	O
information	O
about	O
it	O
.	O
</s>
<s>
itemprop	O
–	O
Indicates	O
that	O
its	O
containing	O
tag	B-General_Concept
holds	O
the	O
value	O
of	O
the	O
specified	O
item	O
property	O
.	O
</s>
<s>
Properties	O
values	O
usually	O
consist	O
of	O
string	O
values	O
,	O
but	O
can	O
also	O
use	O
URLs	O
using	O
the	O
a	O
element	B-General_Concept
and	O
its	O
href	O
attribute	O
,	O
the	O
img	O
element	B-General_Concept
and	O
its	O
src	O
attribute	O
,	O
or	O
other	O
elements	O
that	O
link	O
to	O
or	O
embed	O
external	O
resources	O
.	O
</s>
<s>
itemref	O
–	O
Properties	O
that	O
are	O
not	O
descendants	O
of	O
the	O
element	B-General_Concept
with	O
the	O
itemscope	O
attribute	O
can	O
be	O
associated	O
with	O
the	O
item	O
using	O
this	O
attribute	O
.	O
</s>
<s>
Provides	O
a	O
list	O
of	O
element	B-General_Concept
ids	O
(	O
not	O
itemids	O
)	O
with	O
additional	O
properties	O
elsewhere	O
in	O
the	O
document	O
.	O
</s>
<s>
Here	O
is	O
the	O
same	O
markup	O
with	O
added	O
Schema.org	B-Application
Microdata	B-General_Concept
:	O
</s>
<s>
As	O
the	O
above	O
example	O
shows	O
,	O
Microdata	B-General_Concept
items	O
can	O
be	O
nested	O
.	O
</s>
<s>
The	O
following	O
text	O
shows	O
how	O
Google	B-Application
parses	O
the	O
Microdata	B-General_Concept
from	O
the	O
above	O
example	O
code	O
.	O
</s>
<s>
Developers	O
can	O
test	O
pages	O
containing	O
Microdata	B-General_Concept
using	O
Google	B-Application
's	I-Application
Rich	O
Snippet	O
Testing	O
Tool	O
.	O
</s>
<s>
The	O
same	O
machine-readable	O
terms	O
can	O
be	O
used	O
not	O
only	O
in	O
HTML	B-General_Concept
Microdata	I-General_Concept
,	O
but	O
also	O
in	O
other	O
annotations	O
such	O
as	O
RDFa	B-General_Concept
or	O
JSON-LD	B-Protocol
in	O
the	O
markup	O
,	O
or	O
in	O
an	O
external	O
RDF	O
file	O
in	O
a	O
serialization	O
such	O
as	O
RDF/XML	O
,	O
Notation3	O
,	O
or	O
Turtle	O
.	O
</s>
<s>
Servers	O
:	O
Google	B-Application
can	O
use	O
microdata	B-General_Concept
in	O
its	O
result	O
pages	O
.	O
</s>
<s>
Browsers	B-Application
:	O
,	O
no	O
major	O
browser	B-Application
supports	O
the	O
Microdata	B-General_Concept
DOM	B-General_Concept
API	I-General_Concept
.	O
</s>
