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ESPN and Google Adds Sports Related Microdata on SERPs

ESPN Digital Media with Google created a series of sports-related microdata that include athletes, teams, leagues, and games. “The idea is to apply meaning to the code in our content using microdata, in order to create a richer experience for users when ESPN webpages are displayed in Google’s search results.

While this is a work in progress, we’re working with Google to standardize the format so that others can make use of this technology going forward,” explains Chris Jason from the Digital Media team at ESPN.

For those not aware, “microdata is a way to describe something – for example a person, event, place, etc. – through special use of structured HTML5 tags and properties in a Web page. This information can be used by computer applications – like a search engine or Web browser – to create a richer experience for users. If you have no idea what I’m talking about, no worries. I promise this will make sense by the end.”

“Now, when you use Google to search for baseball-related information – such as teams, players, and scores – the results display high-level athlete information, stats, game scores, and links to key content on ESPN.com, including game previews and recaps, video highlights, photos, schedule, and roster information. You will also be able to interact more easily with some of ESPN’s key products like GameCast, scoreboards and player pages,” noted Jason.

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