Using Schema.org: Product or Event as the schema type?

[Martijn_Scheijbeler]

Hello,

Most of you heard from the launch of the new format for microdata: Schema.org and my question is about the different types of Schema they provide. Our websites provide an overview of courses, visitors can search/filter training courses and most important: read peer reviews.

Until now we formatted (the source) of those courses with the schema type "Product" because it allows us to provide search engines with metadata about reviews via the "Aggregrated Rating". Recently we updated the information about courses, to also provide start dates and locations to users, just like the schema type for: "Events".

Because we would like to provide search engines also with both types of data I would like to know your opinion. Schema.org looks like not to support the Aggregated Rating for Events and vice versa for Startdates/Locations for the Product type. And combining the two Schema types also does not looks like an option because we can't put them on the same level like it should be.

So what would you recommend to use for kind of schema type(s), are we able to use the 'Product' type next to the 'Event' type and so to combine them?

Thanks a lot!

[RDK]

The purpose behind 'the schema' is to help search engines better match semantic search terms with relevant user information. Word out there is that is doesn't help in the SERPs.  See this article.  But it might and Google may have integrated it into their algo yesterday for all we know.

With it being relatively new in the search landscape and little evidence of testing out there, I'd recommend that you donate some time to the cause   It just so happens that you'll likely get your answer from doing so.  Here's how I'd do it:

1. Choose the pages you'll be measuring...  the more you use, the better the data...

2. Measure where these pages rank in your search results before making any changes.

3.. Divide those pages into thirds and apply the 'Events' schema to a third, the 'Aggregate Rating' to a third, and apply nothing to the remaining third.

4. Track and report your findings.

Obviously, there are some potential hang-ups here (ie. if you aren't ranking in the top 50 for your target keywords and are using SEOMoz to track).  After rubbing my magic 8-ball, I'm going to prophesize that you won't see a significant difference for a few reasons (or any at all).

Finally, I'd suggest that you persuade the engines to focus on the aggregate review information.  If you look around, you'll notice that reviews are being increasingly integrated as major indicators in search algos.  Events?  Not so much.

There are many issues at hand, but you get to decide which are important and which you're going to act on.  Either way, good luck!