Understanding Name-Value Pairs

A name is a property defined with the help of the itemprop attribute. In our example, the first property name happens to be one called name. There are two additional property names in this scope: photo and url.
<aside itemscope>
<h1 itemprop="name">John Peter</h1>
<p><img src="http://www.yourdomain.com/bio-photo.jpg" alt="John Peter" itemprop="photo"></p>
<p><a href="http://www.yourdomain.com" itemprop="url">Author’s website</a></p>

For most elements, the value is taken from its text content. For instance, the name property in our example would get its value from the text content between the opening and closing <h1> tags. Other elements are treated differently. The photo property takes its value from the src attribute of the image, so the value
consists of a URL pointing to the author’s photo. The url property, although defined on an element that has text content (namely, the phrase “Author’s website”), doesn’t use this text content to determine its value; instead, it gets its value from the href attribute.
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