Use h3 for product title in showcase
I have a list of products where I put their name within a span using itemprop="name" of Schema.org to define that this is the name of the product, but a marketing agency of my client contacted me informing me that this technique of putting the itemprop within a span is incorrect and the right would be to put within an h3. I checked in the largest e-commerce and most use h2 and have even some that use h1 to set the title of product.
This is my client:
1 answers
I was going to write as a comment, but it was too big and goes as an answer even though it is controversial as far as I know
First it would be nice to understand the difference between Microdata and Data Estruturada this will help you understand the counter and other information. does dynamic SEO work?
On the use of H3 it actually has more semantic weight. Here is an article that will help you understand
"As Heading Tags (H1, H2, H3, ...) are HTML programming resources used to highlight titles and sub-titles of a page. H1 is the English abbreviation for Header 1, or header 1, logo, the most important of Headers."
Fonte: https://www.seomarketing.com.br/heading-tags-h1-h2-h3-seo.php
Note: There has been much discussion that each page should have only one H1 etc, but there is nothing concrete that confirms this"theory". Recommended reading https://webdesign.tutsplus.com/articles/the-truth-about-multiple-h1-tags-in-the-html5-era--webdesign-16824
Despite this all about Headres nothing indicates that Google uses them as a ranking factor, and they are more associated with semantics and accessibility than with SEO.
About itemprop
This tag is very new and it is part of the HTML Drafts, but it is well documented both by W3C when Schema.org
See what the Mozilla talks about itemprop
"the itemprop global attribute is used to add properties to an item. Every HTML element can have a specified itemprop attribute ... and can be associated with a wide variety of elements including
<audio>, <embed>, <iframe>, <img>, <link>, <object>, <source> , <track>, and<video>."
Source: https://developer.mozilla.org/pt-BR/docs/Web/HTML/Global_attributes/itemprop
And as you can see in the itempro example of the Schema.org they use the tag in a simple span and again n ão there is nothing indicating that they should be used in H1 or H2 or h3... https://schema.org/docs/gs.html#microdata_itemprop
<div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
<span>Director: <span itemprop="director">James Cameron</span> (born August 16, 1954)</span>
<span itemprop="genre">Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a>
</div>
Tip 1: documentation of the tags used to build the Rich Snippet of Schema products https://schema.org/Product ( no mention of headers)
Hint 2: Google tool to test your structured dates https://search.google.com/structured-data/testing-tool
Tip 3: building structured date with JSON-LD, Google Article: https://developers.google.com/search/docs/guides/intro-structured-data?hl=pt-br ( no mention of headers)