What is the correct high level schema.org microdata itemtype for a retail brand/company homepage?
- by kpowz
I'd like to hear which schema.org itemtype others would recommend using or have used in the case of completing a retail brand's company homepage microdata. Take for example TOMS's shoes:
Example #1 - Using /Corporation as the high-level itemtype one can include a lot of great /Organization microdata, but nothing about the retail store.
<html itemscope='itemscope' itemtype="http://schema.org/Website>
<head></head>
<body itemscope='itemscope' itemtype="http://schema.org/Corporation>
various microdata here probably including Product microdata
</body>
</html>
NOTE: the only schema.org property specific to /Corporation is tickerSymbol & TOMS doesn't have one.
Example #2 - This code would work if TOMS started their own channel of physical retail stores & each location had it's own homepage. However, for TOMS's.com, although accurate schematically & more descriptive at the face, this is incorrect microdata markup for TOMS.com, because /ShoeStore derives from /LocalBusiness - which must represent a physical place.
<html itemscope='itemscope' itemtype='http://schema.org/Website'>
<head></head>
<body itemscope='itemscope' itemtype='http://schema.org/ShoeStore'>
a whole bunch of jabber here
</body>
</html>
NOTE: Since TOMS is virtual & thus can't be a /Store this means you lose really cool properties like 'currenciesAccepted', 'paymentAccepted' & 'priceRange'.
Is this just a 'sit and wait' situation until more schemas are approved for 'virtual places' or is there a validation-passing way to get the best of both worlds?
