Marking Up Corporate B2B Sites With Microdata

WordPress Single Post Microdata Markup from Straight North?s Blog
SEJ recently published a best practices article authored by me about e-commerce microdata, but what about non-ecommerce sites? Unless your agency specializes in e-commerce, most of your clients most likely will be B2B companies. Numerous elements can be marked up on B2B corporate sites to improve search engine visibility. Every corporate website will be different, but hopefully this article will provide insight into the microdata markup process for the most common layouts. Results are still immeasurable as Google, Bing, and Yahoo are still hashing out new schemas and benefits of microdata, although Bing admitted it helps them ?better understand your content?. If your DOCTYPE is HTML5 compatible, you should not run into any compatibility issues.
Marking Up Headers:
Most headers on B2B sites include some form of logo, global navigation, company name and phone number. You will want to declare this entire section under the Corporation schema (http://schema.org/Corporation). Unless your global navigation incorporates keywords into the anchor text, mark up this section with ?SiteNavigationElement?. Doing so declares that those links are for navigation, and it helps search engines better understand the page hierarchy. If keywords are being used in the navigation anchor text, you might want to consider marking it up as ?significantLinks? inside a nav tag instead.
Place the company name inside an h1 tag, and mark it up with the ?name? markup. Whether the phone number is static text or fed through a Marchex script, you will want to define it as a telephone number. This can be achieved by using the ?telephone? markup. The logo can also be marked up using the ?image? markup.
Marking Up Footers:
The most prevalent elements in footers of corporate websites generally include addresses, phone numbers, footer links, navigation and contact forms. Beginning with the address section, set the schema to (http://schema.org/PostalAddress). Mark