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  By using Microdata, you can specify exactly which parts of your page correspond to reviews, people, events, and more—all in a consistent vocabulary that software applications can understand and make use of.
  Aren’t HTML5’s semantics enough?
  The HTML5 spec now includes a number of new elements to allow for more expressive markup. But it would be counterproductive to add elements to HTML that would only be used by a handful of people. This would bloat the language, making its features unmaintainable from all perspectives—whether that’s specification authors, browser vendors, or standards bodies.
  Microdata, on the other hand, allows developers to use custom vocabularies (either existing ones or their own) for specific situations—ones that aren’t possible using HTML5’s semantic elements. Thus existing HTML elements and new elements added in HTML5 are kept as a sort of semantic baseline, while specific annotations can be created by developers to target their own needs.
  The Microdata Syntax
  Microdata works with existing, well-formed HTML content, and is added to a document by means of name-value pairs (also called properties). Microdata prohibits you from creating new elements; instead it gives you the option to add customized attributes that expand on the semantics of existing elements.
  Here’s a simple example:
  <aside itemscope> <h1 itemprop="name">John Doe</h1> <p><img src="" alt="John Doe" itemprop="photo"></p> <p><a href="" itemprop="url">Author’s website</a></p> </aside>
  In the example above, we have a run-of-the-mill author bio placed inside an
  aside element. The first oddity you’ll notice is the Boolean
  itemscope attribute. This identifies the
  aside element as the container that defines the scope of our Microdata vocabulary. The presence of the
  itemscope attribute defines what the spec refers to as an item. Each item is characterized by a group of name-value pairs.
  The ability to define the scope of our vocabularies allows us to define multiple vocabularies on a single page. In this example, all name-value pairs inside the
  aside element are part of a single Microdata vocabulary.
  After the
  itemscope attribute, the next item of interest is the
  itemprop attribute, which has a value of
  "name". At this point, it’s probably a good idea to explain how a script would obtain information from these attributes, as well as what we mean by “name-value pairs.”
  Understanding Name-Value Pairs
  A name is a property defined with the help of the
  itemprop attribute. In our example, the first property name happens to be one called
  name. There are two additional property names in this scope:
  photo and
  url.
  The values for a given property are defined differently, depending on the element the property is declared on. For most elements, the value is taken from its text content; for instance, the
  name property in our example would obtain its value from the text content between the opening and closing
  h1 tags. Other elements are treated differently.
  The
  photo property takes its value from the
  src attribute of the image, so the value consists of a URL pointing to the author’s photo. The
  url property, although defined on an element that has text content (namely, the phrase “Author’s website”), doesn’t use this text content to determine its value; instead, it obtains its value from the
  href attribute.
  Other elements that don’t use their associated text content to define Microdata values include
  meta,
  iframe,
  object,
  audio,
  link, and
  time. For a comprehensive list of elements that obtain their values from somewhere other than the text content, see the Values section of the Microdata specification.
  Microdata Namespaces
  What we’ve described so far is acceptable for Microdata that’s not intended to be reused—but that’s a little impractical. The real power of Microdata is unleashed when, as we discussed, third-party scripts and page authors can access our name-value pairs and find beneficial uses for them.
  In order for this to happen, each item must define a type by means of the
  itemtype attribute. Remember that an item in the context of Microdata is the element that has the
  itemscope attribute set. Every element and name-value pair inside that element is part of that item. The value of the
  itemtype attribute, therefore, defines the namespace for that item’s vocabulary. Let’s add an
  itemtype to our example:
  <aside itemscope <h1 itemprop="name">John Doe</h1> <p><img src="" alt="John Doe" itemprop="photo"></p> <p><a href="" itemprop="url">Author’s website</a></p> </aside>
  In our item, we’re using the “” URL, which is from Schema.org, a collaborative project supported by several major search engines. This website houses a number of Microdata vocabularies, including Organization, Person, Review, Event, and more.
  Further Reading
  This brief introduction to Microdata barely does the topic justice, but we hope it will provide you with a taste of what’s possible when extending the semantics of your documents with this technology.
  It’s a very broad topic that requires reading and research outside of this source. With that in mind, here are a few links to check out if you want to delve deeper into the possibilities offered by Microdata: