HTML reference

itemprop

The Microdata itemprop attribute labels what a piece of content means inside an item, such as a name, price, author, or publication date.

Basic example

<article itemscope itemtype="https://schema.org/Book">
  <h2 itemprop="name">The Web Guide</h2>
  <span itemprop="author">A. Reader</span>
</article>

The item type defines which properties are meaningful. Use documented property names, and place the attribute on content that actually expresses that property.

Value depends on the element

Text elements generally expose their text. A link can expose its URL, an image its src, and a meta element can expose its content. Use these forms carefully so the structured value matches what users can understand.

Truthful annotations

Do not add hidden or misleading properties just to influence search results. Validate the vocabulary and keep structured data consistent with the visible page.

Related pages

• itemscope
• itemtype
• itemid
• custom elements
• English HTML reference