THE SEMANTIC WEB & STRUCTURED DATA
A Journey Into the Unknown
Jan-Willem Bobbink - @jbobbink
http://bit.ly/brightonsemantic
NOTPROVIDED.EU
• Picture of somebody with dienblad
I GAVE THIS INFO TO GOOGLE!
FREEBASE: ADD A PERSONAL PAGE
GOOGLE ACQUIRED FREEBASE IN 2010
REASON: IT’S ALREADY ANNOTATED!
ONE PROBLEM FOR GOOGLE
THE NEXT STEP: KNOWLEGDE VAULT
WHY IS THIS “THE NEXT THING”?
DISTRIBUTION OF WEB SEARCH QUERIES[Lin et al. 2011]
A BIT OF HISTORY
W3C SEMANTIC WEB ACTIVITY
“The Semantic Web is a collaborative movement led by international
standards body the World Wide Web Consortium (W3C). The standard
promotes common data formats on the World Wide Web”
THE SEMANTIC WEB
Tim Berners-Lee:
“The Semantic Web provides a common framework that allows data to be shared and reused across application, enterprise,
and community boundaries”
GOAL: REDEFINE THE WEB
WHAT DO YOU NEEDFOR A SEMANTIC WEB?
1. Data
2. Mark up language
3. URLs to share the data
IT’S NOT THAT DIFFICULT!
CONCEPTS & ENTITIES
FREEBASE = 1 KNOWLEDGE GRAPH
AUTOMATED ENTITY RETRIEVAL
AUTOMATED ENTITY LINKING
“Kelvin Newman organises BrightonSEO”
Kelvin Newman organises BrightonSEO
Kelvin Newman
People organiseConferences
Conference = BrightonSEO
INFORMATION VERIFICATION
USE A SEARCH ENGINE
ASK PEOPLE!
USE ANCHORTEXTS
HOW DOES GOOGLEDECIDE ABOUT THE SOURCE?
Source: Bill Slawskihttp://www.seobythesea.com/2013/05/google-knowledge-graph-results/
MICROFORMATS – RDFa – MICRODATA – JSON-LD
WHAT IS THE OUTCOME?
DBpedia
GeoNames
Eagle-i
Fishbase
• Accessible via API
• Data is free to use
• Sharing data = linkbuilding
• Enrich your content & apps
ENRICH YOUR MARKETING!
ADDITIONAL CONTENT
INSERT DIRECTLY INTO WEBPAGES
USE G’s FreeBase API
FILL FREEBASE WITH INFO
THE PRACTICAL SEMANTIC WEB
INCREASED CONVERSION 5-11x
JAY MYERS – BEST BUY
BBC WILDLIFE FINDER
• Extract / infer new relationships:
Disease <-> phenotypes <-> genotypes
• Analyzed diagnoses across patients and publications
• Measuring trust based on social metrics, expertise and past contributions.
USEFULLNESS OF SKELETOME
SUPPORT SCIENTIFIC RESEARCH
LINKED OPEN DRUG DATA
MERGE KNOWLEDGE GRAPHS
• Create more cases
• Standardization of markup formats
• Develop platforms to ease adoption
WAY TO GO!
CHALLENGES OF THE SEMANTIC WEB
BEGINNER RESOURCES
• G+ community: Semantic Search marketing
• 30+ Semantic Web Introductions, References, Guides, and Tutorials http://bit.ly/30intros
• A guide (PDF) to Linked Open Data: http://bit.ly/gtlod
• Practical Semantic Web and Linked Data (PDF) http://bit.ly/gtlod2
ADVANCED RESOURCES
• Follow the annual scientific events: ISWC, KDD, WSDM, SIGIR, WWW, KEWS and manymore -> download papers + workshops.
• Follow papers: http://scholar.google.com/ & patents (filter by authors & topics) http://www.google.com/advanced_patent_search
http://bit.ly/brightonsemantic & @jbobbink
QUESTIONS?Get your chance right now! Or find me at the bar tonight
THANKS FOR THE IMAGES!
• Books: http://consumingpsychology.blogspot.com/2012/06/psychology-of-colour-coke-red-and.html
• Einstein quote: http://randumbuzz.com/tag/human-stupidity/
• Seeds: http://samedwardsblog.files.wordpress.com/2012/09/seeds.gif
• History: http://blog.law.cornell.edu/voxpop/files/2010/02/radarnetworkstowardsawebos.jpg
• Factory: http://www.rtcmagazine.com/files/images/3741/RTC1208_TD_Kont_Fig02_large.jpg
• Knowlegde graph: http://www.google.com/insidesearch/features/search/assets/img/static-graph.png
