Google Microformat

Google microformat is a vague label often used to describe HTML-based structured data markup (like microformats, microdata, or RDFa) that Google can parse, though Google officially supports multiple formats and recommends JSON-LD for simplicity.

Beginner3 min readUpdated 2026-07-26Reviewed by Lucía Marín

Key takeaways

Google supports JSON-LD, microdata, and RDFa – not just microformats.
JSON-LD is recommended for its simplicity and separation from content.
Structured data must be valid and must match the specific rich result’s documentation to work.
Always test your markup and monitor it in Search Console.

Example: hCard microformat for a person

<div class="vcard">
  <span class="fn">Jane Doe</span>
  <span class="title">SEO Specialist</span>
  <a class="email" href="mailto:jane@example.com">jane@example.com</a>
</div>

This uses classic class names (vcard, fn, title) from the hCard microformat. Google can extract the name, title, and email.

When should I use microformats (or microdata) instead of JSON-LD?

When the page already has inline semantic classes (e.g., for events, reviews).
When you cannot inject JSON-LD via CMS or plugin (e.g., static HTML).
When you want to keep markup in the same block as the visible content.
For legacy compatibility if existing code uses microformats.

What it is not

Not a Google-specific markup language – it’s a community convention.
Not the same as Schema.org – those are two different vocabularies.
Not a ranking signal – it only enables eligibility for certain rich results.
Not a substitute for good content or technical SEO.

Quick start: add microdata for a product

Identify the entity type you want to mark up (e.g., Product, Event, Review).
Add itemscope and itemtype to the wrapper element.
Use itemprop for each property (e.g., name, price, description).
Validate with Rich Results Test.
Monitor in Search Console’s “Rich results” report for errors.

Common mistakes

Using ‘microformat’ when you really mean microdata or JSON-LD.
Expecting rankings just from adding markup – rich results require meeting feature-specific guidelines.
Using invalid or missing required properties (e.g., omitting a required field like price).
Assuming legacy microformats (hCard, hCalendar) are interchangeable with Schema.org vocabularies.

Next step

Schema MarkupExplore Schema.org types, required properties, and best practices for implementing structured data for SEO.

FAQ

Are microformats the same as microdata?

No. Microformats use existing HTML classes (e.g., 'h-card') for semantics. Microdata is a separate W3C standard using itemscope/itemtype attributes. Google treats them as distinct formats.

Does Google require any particular structured data format?

No. Google supports JSON-LD, microdata, and RDFa. JSON-LD is recommended because it’s easier to implement and maintain.

Will adding microformat markup improve my rankings?

Not directly. Structured data can make your pages eligible for rich results (e.g., stars, prices), which may improve click-through rates, but it is not a ranking factor.

Sources

Google Search Central: Intro to How Structured Data Markup Works — Primary Google guidance on structured data formats, validation, and recommended implementation.
Google Programmable Search Engine: Providing Structured Data — Google documentation mentioning structured data extraction and testing.
MDN Web Docs: Using microdata in HTML — Clear technical reference for the microdata standard and how it differs from microformats.
Microformats Wiki: Introduction to Microformats — Authoritative community definition of microformats and their intended use.
MDN Web Docs: Microformats — Concise explanation of microformats as semantic HTML patterns used by search engines and other tools.

Reviewed by Lucía Marín, Founding editor.