This factor is a yes/no check for whether the Microdata attribute itemprop="contentUrl" appears in the page’s rendered body after scripts are stripped. It returns 1 when at least one literal match is found and 0 otherwise — it detects the attribute string, it does not fetch the URL or validate that your media markup is correct.
| Factor ID | RG-SCM-010 |
|---|---|
| Family | Structured Data — Microdata |
| Measurement | Binary presence (0 / 1) |
| Measured zone | Rendered body HTML with scripts removed |
What it measures
RankGear reports whether the Microdata property itemprop="contentUrl" is present anywhere in the rendered body once script elements have been removed. In the schema.org vocabulary, contentUrl holds the direct URL of the actual media file for a media object — the image, video, or audio bytes themselves rather than the page that hosts them. This factor tells you whether a page exposes that specific piece of media markup to machines reading the HTML.
How RankGear measures it
RankGear performs a case-insensitive search for the literal double-quoted form itemprop="contentUrl". It returns 1 when at least one match exists and 0 otherwise. The match is a plain text search over the rendered body: the attribute name, the equals sign, the double quotes, and the property value must be contiguous.
What RankGear looks for
<figure itemscope itemtype="https://schema.org/ImageObject">
<img itemprop="contentUrl" src="https://example.com/media/photo.jpg" alt="">
</figure>| Value | Meaning |
|---|---|
| 1 | The literal string itemprop="contentUrl" was found in the rendered body. |
| 0 | No contiguous double-quoted match was found (the attribute is absent, uses single quotes, or has extra spacing). |
How to optimize it
Use contentUrl only as the canonical URL of the media file for the marked-up media object. Keep the markup aligned with visible content and with the vocabulary expected by its parent item type — a media object such as ImageObject, VideoObject, or AudioObject. Treat a 1 as confirmation that the attribute string is present, not as a target to chase — adding the attribute where there is no real media file, or where it does not point at the canonical asset, does not help and can undermine your structured data.
Important considerations
- The detector pattern-matches HTML text instead of parsing or validating a Microdata item graph.
- It requires the attribute name, equals sign, double quotes, and property value to be contiguous; single quotes or added spacing do not match.
- Scripts are removed before matching, and capitalization does not affect detection.
- Validate the parent item type, property value, nesting, and structured-data eligibility independently.
- Presence of this attribute correlates with, and does not cause, position within a measured result set; it is one prioritization signal among many, not a guarantee of ranking.
Related factors
Part of the Factors reference · how RankGear measures · glossary.