Microdata (structured data) is special code (attributes and tags) in HTML markup used to semantically describe the content of pages. It helps search engine crawlers recognize the content on your website more accurately.
On Cartum sites, two types of microdata are used — Schema and OpenGraph (OG).
OpenGraph
OG markup is present on every page and performs the same role.
Certain data from the site is added there automatically, namely:
The language of the current page (locale);
The page meta title (site_name);
The page name (title);
The link to the page (url);
The page description (description);
The page image (image). A custom image is used (for a category, Product, etc.), and for the home page — the image for social media links:
The content type (type) — the home page, category page, Product page, article, etc.
Schema
There is much more Schema markup on the site, and it is unique for each page — a section, Product, article, etc. However, some Schema elements are common to all pages — for example, the marker for the web page itself (WebPage).
Another markup that is present on almost all pages of the site is breadcrumbs (BreadcrumbList). It describes both the entire block and each of its individual elements.
Category page
Such pages have markup that describes the list of Products on them (ItemList).
Product page
On a Product page, there is markup that indicates the type of this page (Product).
In addition to the general microdata and breadcrumbs, the block with the price is marked up separately (Offer).
Inside the price block, there is separate microdata for availability status (InStock).
If the Brand field is filled in the Product settings, then its page will have the corresponding microdata (Brand).
Aggregate rating markup (AggregateRating) appears only if the Product has reviews with ratings (if there are reviews without ratings, it is absent).
The Product review markup describes the review as a whole (Review), its author (Person), and the rating if one was given (Rating).
Contact information
Company microdata (LocalBusiness) is present only on the Contact information page and describes all contact information, as well as the site name and short description, which can be specified in Settings → General settings.
Blog and news
On blog post and news article pages, there is markup indicating that this entire page is an article (Article):
Also on the article page, authorship markup (Organization) is used — the site name is used as the author. Inside this markup, there is also markup for the site logo (ImageObject).
The article cover image is also described separately with markup.
The cover is set in the article settings and is displayed as a banner above the text.
Comments on the article (Comment) are also described with markup, as are their authors (Person).
Store reviews
On the store reviews page, simple comment markup is used, similar to what is present on Product and article pages (AggregateRating, Review, Person, Organization).
The only thing that distinguishes store reviews from other reviews and comments is that they are also marked up on the home page in the Store reviews block.
