Jul 3, 2013
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I just found this page of examples from Google:

One thing I noticed that was different was that for itemprop="telephone" they added content="+155501002121". This is new too me.

Phone: <span itemprop="telephone" content="+155501002121">555-0100-2121</span>

Does anyone know if this is new? Does anyone notice anything else new on this page?

Linda Buquet

Local Search Expert
Jun 28, 2012
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Good catch Jamie.

Sloppy on their part because they use that number several times and it's wrong.
4 numbers in the 2nd group of numbers. And sometimes in the other example with 800# they have space after +1 and sometimes they don't.

Anyway, I'm not sure, have never noticed that before. In my schema code in training I use (555) 111-1111 without the content=.

Which according to is correct: telephone -

David Deering

Nov 25, 2012
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Hmmm, that is odd. When you mark it up like that and use content="...", that's solely for the benefit of search engines. So I'm not sure why they or anyone would want to show search engines a phone number in that format and show users another format. Odd. Seems unnecessary.
Jul 3, 2013
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I wonder if they added the international phone number format as the content to standardize the number format since there are always issues with different display options. Does anyone see any harm in adding it?

David Deering

Nov 25, 2012
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Personally, I don't think there's any harm in including the phone number in that format if you want to. I also don't think it's absolutely necessary, either. So really, it's up to you. I just wish that Google's documentation and proper "examples" of markups would be consistent.
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