I’ve written about Schema.org markup before, and even covered Google’s Data Highlighter to easily add structured data markup to your site. Today, I want to get my hands a bit dirty and cover how to implement Schema.org markup on your website. Specifically, we’re going to cover how to add Schema.org microdata to a brewery’s website.
I decided to use a brewery as an example for a couple of reasons. First, I find a lot of joy in craft beer, and second, it seems to make sense considering the current craft beer boom happening all around the United States. Not to mention, I spot-checked several breweries around the US, plugged their sites into Google’s Rich Snippet Testing Tool, and only came across one that was using microformatting (however, not Schema.org markup).
For my example brewery, I’ll be using the brewery that I own in my dreams, which is called Yeast of Eden. Luckily for us, Schema.org also has a specific schema for breweries. If we take information that would be found on the Yeast of Eden website, and extract some of the data we’ll be using to markup along with data we know about this business, we have the following:
- Yeast of Eden Brewing
- 123 Craft Beer St
- Indianapolis, IN 46256
- (555) 555-1234
- Wed-Fri 4 PM – 8 PM
- Sat-Sun Noon – 8 PM
- Category: Beer
- Price range: $
Now, if we take that data below, along with the brewery schema, we can use that to format the following microdata:
<div itemscope itemtype=”http://schema.org/Brewery”>
<span itemprop=”name”>Yeast of Eden Brewing</span>
<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<span itemprop=”streetAddress”>123 Craft Beer St</span>
<span itemprop=”addressRegion”>IN</span> <span itemprop=”postalCode”>46256</span>
<span itemprop=”telephone”>(555) 555-1234</span>
<a itemprop=”url” href=”http://www.yeastofedenbeer.com”>www.yeastofedenbeer.com</a>
<meta itemprop=”openingHours” content=”We-Fr 16:00-20:00″>Wed-Fri 4pm – 8:00pm
<meta itemprop=”openingHours” content=”Sa-Su 12:00-20:00″>Sat-Sun 12pm – 8:00pm
Price Range: <span itemprop=”priceRange”>$</span>
We can also take a look at a Yelp page for a particular brewery to see how they’re using Schema.org microdata, and how that data is reflected on the SERP. Below is a Yelp result for Flat 12 Bierwerks, one of my go-to breweries in Indianapolis:
We can see that Google is displaying rating, review and price range information for this Yelp listing. We also know that Yelp is using Schema.org microdata based on running this URL through Google’s Rich Snippet Testing Tool. Instead of the Brewery-specific schema, Yelp is using the Local Business schema, which is fine, just not as specific as possible to this type of business. Schema.org recently published a variety of new schemas, as well, so it’s also quite possible that the Brewery schema wasn’t available when Yelp implemented the microdata.
Whether you work at a brewery or any business, we hope you find this information on implementing Schema markup helpful. And of course, don’t hesitate to contact us to help you implement Schema microdata on your site.
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