The bottom of the Wikipedia "talk" page says that Microdata is dead, and superseded by rdfa and json-ld.

What is the difference between the formats (or value), and which one should be used?

I'm mostly interested in SEO for Google Shopping, and contact sharing.


1 Answer 1


Microdata is not dead. While Microdata will not become a W3C standard¹, it’s still part of WHATWG’s HTML Living Standard.

Differences between JSON-LD, Microdata, and RDFa

(in the context of HTML documents)

Microdata and RDFa are conceptually similar: both syntaxes define attributes that get added to your existing HTML elements.

JSON-LD is a syntax that gets added to a script element (used as data block, not as script), separately from your existing markup.

So the primary difference between Microdata/RDFa and JSON-LD is that you have to repeat the content if using JSON-LD, while you can² mark up your existing content if using Microdata/RDFa.

These three snippets convey the same structured data (a Person with a name of "Alice"):

<!-- Microdata -->

<p itemscope itemtype="http://schema.org/Person">
  Hi, I’m <span itemprop="name">Alice</span>.
<!-- RDFa -->

<p vocab="http://schema.org/" typeof="Person">
  Hi, I’m <span property="name">Alice</span>.
<!-- JSON-LD -->

  Hi, I’m Alice.

<script type="application/ld+json">
   "@context": "http://schema.org",
   "@type": "Person",
   "name": "Alice"

Which to use?

JSON-LD if you want to add a blob of structured data, without having to care about existing markup. Might be easier for tools that don’t support structured data (and you use other tools to generate/add it), or when copy-pasting ready-made snippets.

Microdata/RDFa if you want to make use of your existing markup (so you don’t have to duplicate the content → DRY). Might be easier if adding it by hand, or when tools already support it (like Drupal).

If deciding between Microdata and RDFa: I recommend to use RDFa instead of Microdata, primarily because of the differences outlined in this answer on Stack Overflow.

RDFa and JSON-LD are both W3C Recommendations and both are RDF serializations.

For reference: an older related answer about Microformats vs. Microdata vs. RDFa / Schema.org.

¹ At least not in the foreseeable future. https://www.w3.org/TR/microdata/ became a W3C Working Group Note in 2013 (https://www.w3.org/TR/2013/NOTE-microdata-20131029/), so it no longer gets updated/edited, and it will not become a W3C Recommendation.

² Of course Microdata/RDFa would allow to do something similar to JSON-LD: instead of marking up existing content, you could add meta/link elements that repeat the content. Bad practice, but possible.


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