diff --git a/app/controllers/list_controller.rb b/app/controllers/list_controller.rb
index bef7a75a0dc..2cc46690847 100644
--- a/app/controllers/list_controller.rb
+++ b/app/controllers/list_controller.rb
@@ -62,8 +62,8 @@ class ListController < ApplicationController
 
 
       list = TopicQuery.new(user, list_opts).public_send("list_#{filter}")
-      list.more_topics_url = construct_next_url_with(list_opts)
-      list.prev_topics_url = construct_prev_url_with(list_opts)
+      list.more_topics_url = construct_url_with(:next, list_opts)
+      list.prev_topics_url = construct_url_with(:prev, list_opts)
       if Discourse.anonymous_filters.include?(filter)
         @description = SiteSetting.site_description
         @rss = filter
@@ -122,8 +122,8 @@ class ListController < ApplicationController
       guardian.ensure_can_see_private_messages!(target_user.id) unless action == :topics_by
       list = generate_list_for(action.to_s, target_user, list_opts)
       url_prefix = "topics" unless action == :topics_by
-      list.more_topics_url = url_for(construct_next_url_with(list_opts, url_prefix))
-      list.prev_topics_url = url_for(construct_prev_url_with(list_opts, url_prefix))
+      list.more_topics_url = url_for(construct_url_with(:next, list_opts, url_prefix))
+      list.prev_topics_url = url_for(construct_url_with(:prev, list_opts, url_prefix))
       respond_with_list(list)
     end
   end
@@ -167,8 +167,8 @@ class ListController < ApplicationController
       user = list_target_user
       list = TopicQuery.new(user, top_options).list_top_for(period)
       list.for_period = period
-      list.more_topics_url = construct_next_url_with(top_options)
-      list.prev_topics_url = construct_prev_url_with(top_options)
+      list.more_topics_url = construct_url_with(:next, top_options)
+      list.prev_topics_url = construct_url_with(:prev, top_options)
 
       if use_crawler_layout?
         @title = I18n.t("js.filters.top.#{period}.title")
@@ -280,14 +280,14 @@ class ListController < ApplicationController
     TopicQuery.new(current_user, opts).send("list_#{action}", target_user)
   end
 
-  def construct_next_url_with(opts, url_prefix = nil)
+  def construct_url_with(action, opts, url_prefix = nil)
     method = url_prefix.blank? ? "#{action_name}_path" : "#{url_prefix}_#{action_name}_path"
-    public_send(method, opts.merge(next_page_params(opts)))
-  end
-
-  def construct_prev_url_with(opts, url_prefix = nil)
-    method = url_prefix.blank? ? "#{action_name}_path" : "#{url_prefix}_#{action_name}_path"
-    public_send(method, opts.merge(prev_page_params(opts)))
+    url = if action == :prev
+      public_send(method, opts.merge(prev_page_params(opts)))
+    else # :next
+      public_send(method, opts.merge(next_page_params(opts)))
+    end
+    url.sub('.json?','?')
   end
 
   def generate_top_lists(options)
diff --git a/app/helpers/topics_helper.rb b/app/helpers/topics_helper.rb
index 8ad809ef62b..cb330dcf2bc 100644
--- a/app/helpers/topics_helper.rb
+++ b/app/helpers/topics_helper.rb
@@ -4,4 +4,18 @@ module TopicsHelper
     link_to(topic.title,topic.relative_url)
   end
 
+  def categories_breadcrumb(topic)
+    breadcrumb = [{url: categories_path,
+                   name: I18n.t('js.filters.categories.title')}]
+
+    category = topic.category
+    if category
+      if (parent = category.parent_category)
+        breadcrumb.push url: parent.url, name: parent.name
+      end
+      breadcrumb.push url: category.url, name: category.name
+    end
+    breadcrumb
+  end
+
 end
diff --git a/app/views/categories/index.html.erb b/app/views/categories/index.html.erb
index 2b189514a6e..3ffbc4c5926 100644
--- a/app/views/categories/index.html.erb
+++ b/app/views/categories/index.html.erb
@@ -1,14 +1,26 @@
-<% @list.categories.each do |c| %>
-  <div class="category">
-    <h2><a href="<%= path ("/c/" << (c.slug.blank? ? c.id : c.slug)) %>"><%= c.name %></a></h2>
-    <div class="topic-list">
-      <%- if c.displayable_topics.present? %>
-        <% c.displayable_topics.each do |t| %>
-          <a href="<%= t.relative_url %>"><%= t.title %></a> <span title='<%= t 'posts' %>'>(<%= t.posts_count %>)</span><br/>
-        <% end %>
-      <%- end %>
+<div class='category-list' itemscope itemtype='http://schema.org/ItemList'>
+  <meta itemprop='itemListOrder' content='http://schema.org/ItemListOrderDescending'>
+  <% @list.categories.each do |c| %>
+    <div class='category' itemprop='itemListElement' itemscope itemtype='http://schema.org/ListItem'>
+      <meta itemprop='url' content='<%= c.url %>'>
+      <h2><a href='/c/<%= c.slug.blank? ? c.id : c.slug %>' itemprop='item'>
+        <span itemprop='name'><%= c.name %></span>
+      </a></h2>
+      <span itemprop='description'><%= c.description %></span>
+      <div class='topic-list' itemscope itemtype='http://schema.org/ItemList'>
+        <%- if c.displayable_topics.present? %>
+          <% c.displayable_topics.each do |t| %>
+            <div itemprop='itemListElement' itemscope itemtype='http://schema.org/ListItem'>
+              <meta itemprop='url' content='<%= t.url %>'>
+              <a href='<%= t.relative_url %>' itemprop='item'>
+                <span itemprop='name'><%= t.title %></span>
+              </a> <span title='<%= t 'posts' %>'>(<%= t.posts_count %>)</span>
+            </div>
+          <% end %>
+        <%- end %>
+      </div>
     </div>
-  </div>
-<% end %>
+  <% end %>
+</div>
 
 <% content_for :title do %><%= I18n.t('js.filters.categories.title') %><% end %>
diff --git a/app/views/layouts/application.html.erb b/app/views/layouts/application.html.erb
index baf1f7cbd0b..0588911879f 100644
--- a/app/views/layouts/application.html.erb
+++ b/app/views/layouts/application.html.erb
@@ -42,7 +42,17 @@
         <!-- preload-content: -->
         <%= yield %>
         <!-- :preload-content -->
+        <footer>
+          <nav itemscope itemtype='http://schema.org/SiteNavigationElement'>
+            <a href='/'><%= t 'home_title' %></a>
+            <%= link_to t('js.filters.categories.title'), categories_path %>
+            <%= link_to t('guidelines_topic.title'), guidelines_path %>
+            <%= link_to t('tos_topic.title'), tos_path %>
+            <%= link_to t('privacy_topic.title'), privacy_path %>
+          </nav>
+        </footer>
       </div>
+
       <footer id='noscript-footer'>
         <p><%= t 'powered_by_html' %></p>
       </footer>
diff --git a/app/views/layouts/crawler.html.erb b/app/views/layouts/crawler.html.erb
index c4d7dc14da8..3a448be1910 100644
--- a/app/views/layouts/crawler.html.erb
+++ b/app/views/layouts/crawler.html.erb
@@ -25,6 +25,13 @@
       <%= yield %>
     </div>
     <footer class="container">
+      <nav itemscope itemtype='http://schema.org/SiteNavigationElement'>
+        <a href='/'><%= t 'home_title' %></a>
+        <%= link_to t('js.filters.categories.title'), categories_path %>
+        <%= link_to t('guidelines_topic.title'), guidelines_path %>
+        <%= link_to t('tos_topic.title'), tos_path %>
+        <%= link_to t('privacy_topic.title'), privacy_path %>
+      </nav>
       <p><%= t 'powered_by_html' %></p>
     </footer>
     <%= render_google_analytics_code %>
diff --git a/app/views/list/list.erb b/app/views/list/list.erb
index 966c863f5fa..c6ff86bb0c5 100644
--- a/app/views/list/list.erb
+++ b/app/views/list/list.erb
@@ -1,21 +1,26 @@
-<div class="topic-list">
-<% @list.topics.each do |t| %>
-  <a href="<%= t.relative_url %>"><%= t.title %></a>
-  <% if !@category && t.category %>
-    [<a href="<%= t.category.url%>"><%= t.category.name %></a>]
+<div class='topic-list' itemscope itemtype='http://schema.org/ItemList'>
+  <meta itemprop='itemListOrder' content='http://schema.org/ItemListOrderDescending'>
+  <% @list.topics.each_with_index do |t,i| %>
+    <div itemprop='itemListElement' itemscope itemtype='http://schema.org/ListItem'>
+      <meta itemprop='url' content='<%= t.url %>'>
+      <a href='<%= t.relative_url %>' itemprop='item'>
+        <span itemprop='name'><%= t.title %></span>
+      </a>
+      <% if !@category && t.category %>
+        <span>[<a href='<%= t.category.url %>'><%= t.category.name %></a>]</span>
+      <% end %>
+      <span title='<%= t 'posts' %>'>(<%= t.posts_count %>)</span>
+    </div>
   <% end %>
-  <span title='<%= t 'posts' %>'>(<%= t.posts_count %>)</span><br/>
-<% end %>
 </div>
 
-
 <% if @list.topics.length > 0 && @list.more_topics_url %>
-  <p>
-  <% if params[:page].to_i > 0 %>
-    <a href="<%= @list.prev_topics_url.sub('.json?','?') %>" rel="prev"><%= t 'prev_page'%></a> &nbsp;
-  <% end %>
-    <b><a href="<%= @list.more_topics_url.sub('.json?','?') %>" rel="next"><%= t 'next_page'%></a></b>
-  </p>
+  <div role='navigation' itemscope itemtype='http://schema.org/SiteNavigationElement'>
+    <% if params[:page].to_i > 0 %>
+      <span itemprop='url'><a href='<%= @list.prev_topics_url %>' rel='prev' itemprop='name'><%= t 'prev_page' %></a> &nbsp;</span>
+    <% end %>
+    <span itemprop='url'><b><a href='<%= @list.more_topics_url %>' rel='next' itemprop='name'><%= t 'next_page' %></a></b></span>
+  </div>
 <% end %>
 
 <% if @rss %>
diff --git a/app/views/static/show.html.erb b/app/views/static/show.html.erb
index e6aa2892e5d..2f73233a038 100644
--- a/app/views/static/show.html.erb
+++ b/app/views/static/show.html.erb
@@ -1,20 +1,24 @@
-<ul class="nav-pills">
-  <li class="nav-item-about"><%= link_to t('about'), '/about' %></a></li>
-  <% if @faq_overriden %>
-    <li class="nav-item-guidelines"><a class="<%= @page == 'faq' ? 'active' : '' %>" href="<%=guidelines_path%>"><%=t "guidelines" %></a></li>
-    <li class="nav-item-faq"><a href="<%=faq_path%>"><%=t "js.faq" %></a></li>
-  <% else %>
-    <li class="nav-item-faq"><a class="<%= @page == 'faq' ? 'active' : '' %>" href="<%=faq_path%>"><%=t "js.faq" %></a></li>
+<div itemscope itemtype='http://schema.org/WebPage'>
+  <meta itemprop='lastReviewed' content='<%= @topic.first_post.updated_at.to_date.to_formatted_s(:iso_8601) %>'>
+  <ul class='nav-pills' role='navigation' itemscope itemtype='http://schema.org/SiteNavigationElement'>
+    <% if @faq_overriden %>
+      <li class='nav-item-guidelines'><a class='<%= @page == 'faq' ? 'active' : '' %>' href='<%= guidelines_path %>'><%= t 'guidelines' %></a></li>
+      <li class='nav-item-faq'><a href='<%= faq_path %>'><%= t 'js.faq' %></a></li>
+    <% else %>
+      <li class='nav-item-faq'><a class='<%= @page == 'faq' ? 'active' : '' %>' href='<%=faq_path%>'><%= t 'js.faq' %></a></li>
+    <% end %>
+    <li class='nav-item-tos'><a href='<%= tos_path %>' class='<%= @page == 'tos' ? 'active' : '' %>'><%= t 'terms_of_service.title' %></a></li>
+    <li class='nav-item-privacy'><a href='<%= privacy_path %>' class='<%= @page == 'privacy' ? 'active' : '' %>'><%= t 'privacy' %></a></li>
+  </ul>
+
+  <% if staff? %>
+    <p><a href='<%= @topic.url %>'><i class='fa fa-pencil'></i> <%= t 'edit_this_page' %></a></p>
   <% end %>
-  <li class="nav-item-tos"><a href="<%=tos_path%>" class="<%= @page == 'tos' ? 'active' : '' %>"><%=t "terms_of_service.title" %></a></li>
-  <li class="nav-item-privacy"><a href="<%=privacy_path%>" class="<%= @page == 'privacy' ? 'active' : '' %>"><%=t "privacy" %></a></li>
-</ul>
 
-<% if staff? %>
-  <p><a href="<%= @topic.url %>"><i class="fa fa-pencil"></i> <%=t "edit_this_page" -%></a></p>
-<% end %>
-
-<%= @body.html_safe %>
+  <div itemprop='mainContentOfPage'>
+    <%= @body.html_safe %>
+  </div>
+</div>
 
 <% if @title %>
   <% content_for :title do %><%= @title %><% end %>
diff --git a/app/views/topics/show.html.erb b/app/views/topics/show.html.erb
index 846bdc38c8a..11b16051fe5 100644
--- a/app/views/topics/show.html.erb
+++ b/app/views/topics/show.html.erb
@@ -1,40 +1,52 @@
 <h2>
-   <%= render_topic_title(@topic_view.topic) %>
+  <%= render_topic_title(@topic_view.topic) %>
 </h2>
-<% if c = @topic_view.topic.category %>
-  <%= link_to c.name, c.url %>
-<% end %>
-<hr/>
+
+<div itemscope itemtype='http://schema.org/BreadcrumbList'>
+  <% categories_breadcrumb(@topic_view.topic).each_with_index do |c,i| %>
+    <span itemprop='itemListElement' itemscope itemtype='http://schema.org/ListItem'>
+      <%= link_to c[:url], itemprop: 'item' do %>
+        <span itemprop='name'><%= c[:name] %></span>
+      <% end %>
+    </span>
+    <meta itemprop='position' content='<%= i + 1 %>'>
+  <% end %>
+</div>
+<hr>
 
 <% @topic_view.posts.each do |post| %>
-  <% if post.user %>
-    <div class='creator'>
-      <b><%= post.user.username %></b>
-       <%= "(#{post.user.name})" if (SiteSetting.display_name_on_posts && SiteSetting.enable_names?) %> —
-       <%= post.created_at.to_formatted_s(:iso8601) %> —
-       #<%= post.post_number %>
-    </div>
-    <div class='post'>
-      <% if post.hidden %>
-        <%= t('flagging.user_must_edit').html_safe %>
-      <% else %>
-        <%= post.cooked.html_safe %>
-      <% end %>
-    </div>
-    <hr/>
-  <% end %>
+  <div itemscope itemtype='http://schema.org/Article'>
+    <% if (u = post.user) %>
+      <div class='creator'>
+        <span>
+          <a href='/users/<%= u.username %>'><b itemprop='author'><%= u.username %></b></a>
+           <%= "(#{u.name})" if (SiteSetting.display_name_on_posts && SiteSetting.enable_names? && !u.name.blank?) %>
+           <time datetime='<%= post.created_at.to_formatted_s(:iso8601) %>' itemprop='datePublished'>
+             <%= post.created_at %>
+           </time>
+        </span>
+        <span itemprop='position'>#<%= post.post_number %></span>
+      </div>
+      <div class='post' itemprop='articleBody'>
+        <%= post.hidden ? t('flagging.user_must_edit').html_safe : post.cooked.html_safe %>
+      </div>
+      <meta itemprop='interactionCount' content='UserLikes:<%= post.like_count %>'>
+      <meta itemprop='interactionCount' content='UserComments:<%= post.reply_count %>'>
+      <hr>
+    <% end %>
+  </div>
 <% end %>
 
-
-<p>
-  <% if @topic_view.prev_page %>
-    <%= link_to t(:prev_page), @topic_view.prev_page_path, rel: 'prev' %>
-  <% end %>
-  <% if @topic_view.next_page %>
-    <b><%= link_to t(:next_page), @topic_view.next_page_path, rel: 'next' %></b>
-  <% end %>
-</p>
-
+<% if @topic_view.prev_page || @topic_view.next_page %>
+  <div role='navigation' itemscope itemtype='http://schema.org/SiteNavigationElement'>
+    <% if @topic_view.prev_page %>
+      <span itemprop='url'><%= link_to t(:prev_page), @topic_view.prev_page_path, rel: 'prev', itemprop: 'name' %></span>
+    <% end %>
+    <% if @topic_view.next_page %>
+      <span itemprop='url'><b><%= link_to t(:next_page), @topic_view.next_page_path, rel: 'next', itemprop: 'name' %></b></span>
+    <% end %>
+  </div>
+<% end %>
 
 <% content_for :head do %>
   <%= auto_discovery_link_tag(@topic_view, {action: :feed, slug: @topic_view.topic.slug, topic_id: @topic_view.topic.id}, title: t('rss_posts_in_topic', topic: @topic_view.title), type: 'application/rss+xml') %>
diff --git a/config/locales/server.en.yml b/config/locales/server.en.yml
index c366ac77d8f..c7abd8d7137 100644
--- a/config/locales/server.en.yml
+++ b/config/locales/server.en.yml
@@ -160,6 +160,7 @@ en:
   next_page: "next page →"
   prev_page: "← previous page"
   page_num: "Page %{num}"
+  home_title: "Home"
   topics_in_category: "Topics in the '%{category}' category"
   rss_posts_in_topic: "RSS feed of '%{topic}'"
   rss_topics_in_category: "RSS feed of topics in the '%{category}' category"
diff --git a/config/routes.rb b/config/routes.rb
index e46d73fb5b2..9c6fe01f5f0 100644
--- a/config/routes.rb
+++ b/config/routes.rb
@@ -224,9 +224,9 @@ Discourse::Application.routes.draw do
   get "login" => "static#show", id: "login"
   get "password-reset" => "static#show", id: "password_reset"
   get "faq" => "static#show", id: "faq"
-  get "guidelines" => "static#show", id: "guidelines"
-  get "tos" => "static#show", id: "tos"
-  get "privacy" => "static#show", id: "privacy"
+  get "guidelines" => "static#show", id: "guidelines", as: 'guidelines'
+  get "tos" => "static#show", id: "tos", as: 'tos'
+  get "privacy" => "static#show", id: "privacy", as: 'privacy'
   get "signup" => "list#latest"
 
   post "users/read-faq" => "users#read_faq"
diff --git a/lib/crawler_detection.rb b/lib/crawler_detection.rb
index d4bdac727d0..3b8b20ce4ec 100644
--- a/lib/crawler_detection.rb
+++ b/lib/crawler_detection.rb
@@ -1,7 +1,8 @@
 module CrawlerDetection
   # added 'ia_archiver' based on https://meta.discourse.org/t/unable-to-archive-discourse-pages-with-the-internet-archive/21232
   # added 'Wayback Save Page' based on https://meta.discourse.org/t/unable-to-archive-discourse-with-the-internet-archive-save-page-now-button/22875
+
   def self.crawler?(user_agent)
-    !/Googlebot|Mediapartners|AdsBot|curl|Twitterbot|facebookexternalhit|bingbot|Baiduspider|ia_archiver|Wayback Save Page/.match(user_agent).nil?
+    !/Googlebot|Mediapartners|AdsBot|curl|Twitterbot|facebookexternalhit|bingbot|Baiduspider|ia_archiver|Wayback Save Page|360Spider/.match(user_agent).nil?
   end
 end