Blog Archive for the 'News' Category turns 9 — upgrade to microformats2 and more

microformats logo
Nine years ago we launched with a basic premise: that it is possible to express meaning on the web in HTML in a simple way—far simpler than the complex alternatives (XML) being promoted by mature companies and standards organizations alike.

Today continues to be a gathering place for those seeking simpler ways to express meaning in web pages, most recently the growing IndieWeb movement.

Looking back nine years ago, none of the other alternatives promoted in the 2000s (even by big companies like Google and Yahoo) survive to this day in any meaningful way:

From this experience, we conclude that what large companies support (or claim to prefer) is often a trailing indicator (at best).

Large companies tend to promote more complex solutions, perhaps because they can afford the staff, time, and other resources to develop and support complex solutions. Such approaches fundamentally lack empathy for independent developers and designers, who don’t have time to keep up with all the complexity.

If there’s one value that’s at the heart of microformats’ focus and continued evolution of simplicity, it is that empathy for independent developers and designers, for small consulting shops, for curious hobbyists who are most enabled and empowered by the simplest possible solutions to problems.

We now know that no amount of large company marketing and evangelism can make up for a focus on ever simpler solutions which take less time to learn, use, and reliably maintain. As long as we focus on that, we will create better solutions.

Community Changes

Speaking of taking less time, we’ve learned some community lessons about that too. Perhaps the most important is that as a community we are far more efficiently productive using just IRC and the wiki, than any amount of use of email. In fact, the microformats drafts that were developed wtih the most email (e.g. hAudio) turned out to be the hardest to follow and discuss (too many long emails), and sadly ended up lacking the simplicity that real world publishers wanted (e.g.

Email tends to bias design and discussions towards those who have more time to read and write long emails, and (apparently) enjoy that for its own sake, than those who want to quickly research & brainstorm, and get to actually creating, building, and deploying things with microformats.

Thus we’re making these changes effective today:

  • IRC for all microformats discussions, whether research, questions, or brainstorming
  • email only for occasional announcements and to direct people to IRC.
  • wiki for capturing questions, brainstorming, conclusions, and different points of view

We’re going to update the site to direct all discussion (e.g links) to the IRC channel accordingly.

Hope to see you there: #microformats on

Upgrading to microformats2

Over the past few years microformats2 has proven itself in practice, with numerous sites both publishing and consuming, several open source parsing libraries, and a growing test suite. All the lessons learned from the evolution from original microformats, from RDFa, and from microdata have been incorporated into microformats2 which is now the simplest to both publish and parse.

It’s time to throw the switch and upgrade everything to microformats2. This means three things:


First, we’re starting by upgrading the links on the home page to point to the microformats2 drafts, which are ready for use.

We’ll be incrementally upgrading the markup of the site itself to use microformats2 markup.

Upgrade sites

Second, if you publish any kind of semantic information, start upgrading your web pages to microformats2 across the board.

If you’re concerned about what search engines claim to support, there are two approaches to choose from:

  1. Know that search engines are a trailing indicator, and as microformats2 usage grows, they’ll index it as well.
  2. Or: Use one classic microformat (supported by all major search engines) at top of your page, e.g. on the <body>, in addition to your microformats2 markup throughout your pages. Search engines only really care to summarize the primary topic or purpose of a web page in their “rich snippets” or “cards”, and thus that’s sufficient.

Check out the latest validators which now include some microformats2 support as well!

Upgrade tools

Third, this is a call to upgrade all microformats supporting tools to microformats2. As nearly all of these are open source, this is an open call for contributions, updates, patches, etc. for:

If it generates microformats, upgrade it to instead generate microformats2.

If it consumes microformats, upgrade it to also consume microformats2 (which may be most easily done by making use of one of the microformats2 parsers that has backward compatible parsing built in).

10th Year Goal

As we enter the tenth year of let’s make it our collective goal to upgrade our pages, our sites, and our tools to microformats2.

Our goal is to complete all the above upgrades by’s tenth birthday, if not sooner. Let’s get to work.

Thanks to Barnaby Walters and fellow microformats admins Rohit Khare, Kevin Marks, & Tess O’Connor for reviewing drafts of this post. Thanks to Kevin especially for some copy edits!

This post was originally posted on

Getting Started With microformats2

Classic microformats have been serving the web community’s need to extend HTML’s expressive power since 2004. Through an evolutionary, open, rigorous community process and human-first design principles, structured use of the class and rel attributes have paved the cowpaths of publishing data about people, places, events, reviews, products and more.

Microformats2 is the next big effort by the community to improve how microformats are authored, parsed and defined. Version two has multiple working open source implementations which independents are using in production and is easier to publish and consume than ever.

In this series of guides I’ll show you how to be the next site publishing and consuming microformats.

You can see how a microformats parser sees your markup by pasting any of the code samples below into this php-mf2 sandbox. Go ahead and experiment with adding more properties and see what happens!

Incremental Steps

In order to demonstrate some of the differences between microformats 2 and Classic Microformats/other competing technologies, I’ll use the process of content-out markup — going from plain text to HTML and finally adding a sprinkling of microformats. Let’s start with my favourite example: mentioning a person.

As plain text:

Barnaby Walters 

With HTML:

<a href="">Barnaby Walters</a> 

With classic microformats:

<span class="vcard"><a class="fn n url" href="">Barnaby Walters</a></span>

That’s 37 extra characters and a whole extra nested element just to say “This link is to a person”, not to mention the strangely named root classname (vcard? I thought this was an hcard?) and multiple cryptic fn n classnames. Competing technologies are typically even longer and messier.

With microformats 2 this all becomes much simpler:

<a class="h-card" href="">Barnaby Walters</a> 

Weighing in at only 15 characters, this is quicker to type, easier on the eyes and easier to remember.

There are two fundamental changes in microformats 2 which make this helium-esque lightness possible: Implied Properties and prefixed classnames.

Implied Properties

When you give class=h-card to an element, you’re saying “This element represents a person”. In many cases the element will be simple; just a name, perhaps with a link or photo. Why should you add extra elements and classnames just to tell a dumb computer which bit is the name, URL or photo URL when that information is already expressed by the markup?

Implied properties save you from this tedium. When you specify an element as an h-card without explicitly defining which parts are the name, url or photo url, the parser will figure out what you meant. And it’s not just for h-cards either — thanks to the new generic parsing in microformats 2, this shorthand works for any microformat.

Prefixed Classnames

Classic microformats used plain classnames which looked like any other (e.g. vcard, n or note). There were a few problems with this — classnames would clash, cause false positives or be thrown away by developers who weren’t microformats-aware (“these classnames aren’t doing anything!”).

This also meant parsers were tricky to write, as each one had to maintain a long list of classnames used by each microformats, resulting in many parsers quickly going out of date.

Prefixing classnames solves both of these problems: semantic microformats2 classnames are set apart from styling hooks, and parsers can figure out which classnames to look for, cutting down on maintenance. There are 5 prefixes:

  • h-* root classnames specify that an element is a microformat, e.g. <span class="h-card">
  • p-* specifies an element as a plain-text property, e.g. <span class="p-name">My Name</span>
  • u-* parses an element as a URL, e.g. <a class="u-url" href="/"></a>
  • dt-* parses an element as a date/time, e.g. <time class="dt-published" datetime="2013-05-02 12:00:00" />
  • e-* parses an element’s whole inner HTML, e.g. <div class="e-content">

I’ll demonstrate the use of all of these prefixes with some real-world examples.

Firstly, another h-card, more fleshed out than the earlier example. This might be the sort that you put on your homepage:

<div class="h-card">
  <p><img class="u-photo" href="/me.png" alt="" /></p>
  <p class="p-name">
    <a href="u-url" href="">Barnaby Walters</a>

p-name, u-url and u-photo are fairly standard properties you’ll see over and over again. Another improvement in microformats 2 is increasing consistency between different microformat specifications — again, making them easier to authors to remember and consumers to understand. A nice side effect is that a single element can be more than one type of microformat at once — for example a h-entry and h-review.

To demonstrate dt-* and e-*, here’s a note (like a tweet or short blog post), marked up using h-entry:

<article class="h-entry">
  <div class="e-content p-summary p-name">
    <p>Just writing a guide to using <a href="">
  <time class="dt-published" datetime="2013-05-01 12:00:00">20 minutes ago</time> 

Here, I want the HTML inside the content to be passed to the parser, so I mark it up as e-*. Notice I’m also specifying that content as the summary and name — one element can be parsed as multiple properties.

I’m using the time element to mark up the time this note was published. Because I’ve prefixed the classname with dt- and it’s on a time element, parsers know to look in the datetime attribute if it exists.

Combining Microformats

The third area in which microformats2 improves on the previous version is in combining microformats and making each microformat specification more reusable — for example, both a person or an event might have an address, so it makes sense to reuse the same markup for both.

There are many reasons to combine microformats — say you want to specify the author of a blog post or review. You would do so by making the p-author of the post an h-card:

<article class="h-entry">
  <p class="p-author h-card">Barnaby Walters</p>
  <p class="p-content">Blah blah blah</p>

Or a comment on an article, via h-cites as p-comments:

  <article class="p-comment h-cite">
    <p class="p-author h-card">Jón Jónsson</p>
    <p class="p-summary">Woah that’s insightful.</p>
    <p><a class="u-url" href="">
      <time class="dt-published" datetime="2014-03-01T14:00:25+00:00>
        2014-03-01 14:00

The reason comments are h-cites instead of h-entrys is that h-entry implies syndication — it’s something you’ve posted, or have re-posted, whereas a comment is a reference to a post on another site.

Or the address of a person or event, using h-adr:

<div class="h-event">
  <h1 class="p-name">Microformats Meetup</h1>
  <p>Join us at <b class="p-adr h-adr">
    <span class="p-street-address">Some Bar</span>,
    <span class="p-locality">Someplace</span></b>

Further Reading

Hopefully this overview tickled your interest and gave you a firm foundation from which to base further investigation. To learn more about the topics covered in this post, see the following URLs:

This article reposted from Getting Started With microformats2 on, and is the first of a series covering microformats2. Be sure to follow my articles feed to be notified about the others. I also post notes about microformats quite often. They’re syndicated to my twitter account too. at 7

Last week the community celebrated its 7th birthday at a gathering hosted by Mozilla in San Francisco and recognized accomplishments, challenges, and opportunities.

Humans First: Admin Emeriti & New Admins

The microformats tagline “humans first, machines second” forms the basis of many of our principles, and in that regard, we’d like to recognize a few people and thank them for their years of volunteer service as community admins:

They’ve each been essential positive community contributors and guides over the years, and as admin emeriti are always welcome back should they decided to become admins again.

We’re also pleased to announce two new community admins:

Both have similarly been consistent positive contributors to microformats for years, and we’re very happy they’ve stepped up as community admins.

Challenges & Opportunities

During’s first seven years, we’ve seen many other attempts to promote structured data on the web. Some have since disappeared or been retired, one never got past an initial blog post, a couple have gained traction, and couple were just launched in the past two weeks:

  • 2005-2009(?): StructuredBlogging
  • 2005-2011: Google Base schema
  • 2007-2011(?): Google Data API/Elements
  • 2009-2009(?): Yahoo et al
  • 2010-2012+ Facebook OGP meta tags
  • 2011-2012+ Google/MS/Y!
  • 2012-2012+ Twitter Cards meta tags
  • 2012-2012+

Each of these is a signal that there are a few people (or a company) who want to do something with structured data on the web better than what they thought was already out there.

We can view each of these as a set of challenges and questions:

  • What problems were these created to solve?
  • Are they solving similar, overlapping, or different problems than microformats?
  • Did their creators know about microformats?
  • Did they try using microformats?
  • Are they open efforts (or at least trying to be open), or are they vendor-specific?

We can also view each of these as feedback, whether intended or not, and opportunities to improve microformats. Open source teaches us that great ideas come from everywhere, thus we should analyze and document other efforts, seeking to answer the above questions.

If these alternative efforts are solving the same or similar problems as microformats, how can we improve microformats to meet their needs with established open standards?

If they’re addressing different problems, are those problems that microformats should be expanded to solve?

And if they’re open efforts, how can we best collaborate and produce even better solutions together?

microformats ~70% structured data domains

Even after seven years and the emergence of various alternatives, according to the Web Data Commons as of 2012, microformats still have the greatest adoption across different websites for publishing structured data in HTML:

Web Data Commons pie chart of domains with structured data

Our continuing success is no indication that we should rest.

We should document the alternatives as they emerge, do our best to answer the questions posed, and reach out to other communities to find areas of overlap to collaborate. With greater collaboration comes greater interoperability.

Why microformats

As we continue to evolve and expand microformats, we should keep in mind the principles and values that brought us here. Here are a few of the core values that still distinguish microformats as a technology, effort, and community:

  • Humans first (machines second). microformats are designed primarily for humans, and primarily for the greatest number of humans, whether authoring, or representing (e.g. the microformats community spearheaded and got the most inclusive “gender” property ever designed into the vCard 4 (RFC 6350) – which hCard 1.1 and 2 uses).

    Mozilla front end developer / UX engineer Gordon Brander recently remarked to me, “microformats work within existing web designer/developer workflow, which makes them easy and convenient. Other solutions require learning new attributes, which is enough of a barrier to just not bother.”

    When I related this to Sam Weinig of the Safari team, he made an astute observation and comparison: “essentially what you’re saying is that bolt-on solutions, even just attributes, whether for accessibility like ‘longdesc’, or for semantics like RDFa/microdata, just don’t work as well.”

  • Very openly licensed standards. By virtue of being Creative Commons licensed from the start, and public domain / CC0 compatible since late 2007, microformats are the most openly available standards developed world-wide. CC0 provides the maximum freedom to re-use, publish, and if you’ve got a better idea, fork, experiment, and submit suggestions. Just like open source.

    This openness has shown to be particularly effective on the microformats wiki, which has 17 different translations in progress.

    These independent translators from around the world, who by virtue of committing their work to the public domain / CC0, perhaps know that not only are they sharing their work, but that the work they do cannot be taken from them. Once placed into the public domain, their work remains there, always reusable at any point in the future, by anyone.

    Contrast this with any form of writing/creating that is owned. If it’s owned it can be bought, and thus taken away from you. While that’s a perfectly reasonable trade to make for an income, for standards and longevity, it’s important that our work remain maximally public, as an open resource for generations to come.

    And finally, to date, no other standards organization has chosen to put all their research, examples, specifications etc. in the public domain / CC0. We invite every open standards organization to do so.

  • Open spec history and editing.
    Two key distinguishing factors that contribute to our community openness are aspects of microformats specs:

    1. specs with open revision history – every microformats specification has an open revision history dating back to the launch of seven years ago.

      An open revision history provides a level of transparency, accountability, and provenance second to none. In comparison, the other efforts listed above lack any kind of open revision history, e.g. clearly showing date-time, who edited, and how much changed in each spec. The microformats wiki revision histories are also easily browsable and delta-changes-viewable, far more usable/accessible than web views on revision control systems (e.g. W3C’s cvs and hg repositories).

    2. specs with edit buttons – also unprecedented and unmatched, every microformats specification is on a wiki page, editable by any account holder, should they find typos or other obvious errata / minor edits (spec editors handle larger spec edits, though anyone may copy a spec and demonstrate major edits for consideration in a copy).

      The community value of allowing such open editing cannot be understated. Many longtime contributors started interacting with the microformats community by jumping in and making minor edits or suggestions on the wiki (some, like Brian Suda, first participated by contributing edits to the original hCard specification, though we quickly followed up on IRC).

Latest in microformats

The past year has seen several interesting and useful developments in and related to microformats.

HTML5 enhanced time and data elements

In November 2011 there was a heated discussion in the W3C HTML WG and WHATWG about the HTML5 <time> element. It was first dropped, and then thanks to a lot of research contributions (from many in the microformats community) and persistence, not only was <time> saved but also enhanced in numerous ways useful for microformats. As such, every current use of anything date or time related (including durations) in microformats should use the HTML5 <time> element. For hCard and hCalendar, if you depend on H2VX for providing “add to address book” and “add to calendar” features, use “” URLs which have support for HTML5 semantic elements, and follow @h2vx on Twitter for updates.

In addition, HTML5 now also has a new <data> element, for other types of data where the human representation is not easily/unambiguously machine-readable, or just uses a different format, e.g. geo latitude/longitude coordinates. The HTML5 <data> element is a nice upgrade from the Value Class Pattern ‘value-title’ feature we developed in microformats a few years ago.

Media Temple Server Hosting

For the first six years, the server was sponsored by Commercenet, for which we’re very thankful. And for the past year Rohit Khare graciously supported our server hosting.

However from an infrastructure viewpoint, the server has been on the same virtual hosting, and in some cases original software, since launch in 2005.

We’re very happy to announce that Media Temple is providing new state of the art hosting for After working several hours over a few weekends, we transitioned everything* to the new server and flipped the DNS switches without any downtime. The new server is noticeably faster and more responsive, which has made wiki-editing even more seamless.

Microformats 2 – Start Publishing And Parsing

microformats 2 has been in development for the past couple of years, incorporating lessons learned from many years of using microformats in the real world as well as experience with various other semantic HTML data markup technologies (e.g. microdata, RDFa). It’s stabilized and ready for trying out in real world experiments, both in pages on the web, and the parser implementations.

There are already several examples in the wild publishing microformats 2 versions of hCard and hCalendar, including this very blog post. At least two parsers are in development as well, one in Ruby, and one in JS.

The time has come: if you write a tool that publishes or parses microformats, update it to support:

Test your parsers with both the examples in the spec and the ever growing list of microformats 2 supporting sites.

Stay involved with IRC, wiki, and Twitter

While our blog and mailing lists were used a lot in early days, IRC and Twitter seem to have become the first place many ask questions about microformats, and thus we’ve adapted and are responding accordingly.

Join us and start using microformats 2 today. If you have any questions about microformats 2, whether how to use, publish, or parse, please feel free to ask on the IRC channel.

Google launches microformat-powered recipe search

Today, Google launched a new search feature: Recipe View!

The new search category enables users to discover recipes that have been marked-up following the hRecipe specification from a variety of sources with a new level of accuracy. Google have made it easy for users to find recipes, because authors are now making it easy for them to locate their data from within their web pages.

Wired reports:

“Our intent is to make better user expereince to see if we can jumpstart this ecosystem,” Menzel said. “That way when someone thinks ‘Hey, I just invented a great recipe, let me put it on my blog,’ and that person’s recipe should be a candidate.”

But Menzel insists it’s got to be easy and that Google doesn’t want to push busy webmasters to do any work that won’t result in more traffic.

“This is really a pragmatic response to the dream of the semantic web,” Menzel said. “We would love if the XML world existed — it would make search awesome, but no one is going to to do it. But we need to start somewhere, and a lot of the internet is built manually by people and their time is valuable.”

ReadWriteWeb also notes:

Google didn’t indicate if it has plans to expand this sort of markup into other search efforts, but it’s a good reason – at the very least for recipe publishers – to mark up your websites.

We’re very excited about this new feature from Google, and are pleased to see the organisation continue to support and implement open standards that are simple for authors everywhere to use.

For more information on the specification, check out the hRecipe wiki pages.

Facebook Adds hCalendar and hCard Microformats to Millions of Events

As of today, Facebook has marked up all events with the hCalendar microformat including marking up their venues with hCard as well. According to a simple Google search, that’s millions of public events now with microformats (if anyone knows a more precise number for the total number of Facebook events including private ones, or how many events are created per day, please let us know!).

Here’s an upcoming example: the Great British Booze-up at SXSW 2011 (which I highly recommend if you’re into high fidelity markup, as a bunch of us will be there sharing drinks and post-future-panel microformats conversations).

Visit it in a browser that supports microformats (there are now plugins for Chrome, Firefox, Internet Explorer, and Safari). E.g. try Firefox 4 with the Operator Add-On, and you’ll see “Events (1)” in the toolbar. Just one click reveals “Great British Booze-up” which you can then choose to export to your iCal, 30 Boxes, Google, or Yahoo calendars.

And if you’re a user, that’s it. The ability to copy events to where you want them. If you publish hCalendar, Google will index and show rich snippets for your events. That’s what microformats empower you to do.

For the web authors/designers/developers out there, let’s take a closer look at Facebook’s markup. If you view source on the page and search for “vevent”, you see the following code:

<body class="vevent ...

Which indicates that this page is an event. Searching further in the source you’ll find that Facebook generates the rest of the from a script. While this isn’t ideal (in general it’s better to have the markup in markup), apparently there are sometimes performance reasons for script generated content. No matter, we can use Firefox’s “View Selection Source” context menu to view the generated markup.

I want to call out two specific aspects of Facebook’s implementation. Select the entire date time row: “Time Monday, March 14 · 6:00pm – 9:00pm” and right/control-click on it and choose “View Selection Source”. Here’s most of the markup you’ll see (white-space added for readability).

 <div>Monday, March 14 · 
  <span class="dtstart">
   <span class="value-title" title="2011-03-14T18:00:00"> </span>6:00pm</span> - 
  <span class="dtend">
   <span class="value-title" title="2011-03-14T21:00:00"> </span>9:00pm</span>

Minor update 2011-02-18: The “-07:00″ timezone offsets were removed as they were not reliably accurate. Better to omit the timezone offset, use floating datetimes and let the consumer infer timezone from location as needed.

Encoding dates and times that work for humans and machines has been one of the biggest challenges in microformats, and what you’re seeing here is the result of years of community iteration (techniques, feedback, research) called the ‘value-title’ technique of the value class pattern. In short, by placing the machine readable ISO datetime into the title attribute of a harmless empty span element adjacent to the human readable date and time, we are able to achieve a pragmatic balance between user experience, content fidelity, and minimizing the effects of what is essentially duplicating the data (a DRY violation, something we avoid due to potential inconsistencies unless absolutely necessary for a greater principle, such as usability – humans first as it were).

This is the largest deployment of the ‘value-title’ technique known to date, and works great with the value class pattern support in Operator.

Let’s take a look at the venue. View Selection Source on the entire block from “Location Shakespeare’s Pub” to “78701″ and you’ll see (again with whitespace added)

 <div class="location vcard">
  <span class="fn org">Shakespeare's Pub </span>
  <div class="adr">
   <div class="street-address">314 East 6th Street</div>
   <div class="locality">Austin, TX 78701</div>

This is an excellent example of using a nested hCard for an hCalendar event venue, except for one thing:

   <div class="locality">Austin, TX 78701</div>

Which should be marked up more like:

   <span class="locality">Austin</span>, 
   <span class="region">TX</span>
   <span class="postal-code">78701</span>

I’m guessing what’s going on here is too coarse of an interface between a backend and frontend system, that is, for convenience the developers may be retrieving the entirety of the city, state, and zip from their backend as a single string, and thus the best the front end can do is to mark up the entire thing as the city (locality).

While not ideal, this isn’t horrible either. Using Operator again, choose “Export Contact” for Shakespeare’s Pub, and note that your address book displays it just fine (even if the fields aren’t exactly in the right spots). Copy and pasting that address to a map site also works. The markup isn’t ideal, but it’s usable and useful, and I for one am happy that Facebook chose to go ahead and make that pragmatic decision and ship now, while knowing they could iterate and improve data fidelity in a subsequent update.

Facebook’s deployment of hCalendar is just the latest in their series of slow but steadily increasing support for open standards and microformats in particular. Over two years ago Facebook added hCard support to their user profiles. Last year they announced support for OAuth 2.0, as well as adding XFN rel-me support to user profiles, thus interconnecting with the world wide distributed social web. They proudly documented their use of HTML5. And now, millions of hCalendar events with hCard venues. Looking forward to seeing what they support next.

Well done Facebook, and keep up the good work.