the rdfa, seo wave
DESCRIPTION
Pattern of adoption of semantic web by search engines - timelines and analysisTRANSCRIPT
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About me
• Decades working with Seman2c Technologies in finance, government, insurance and more
• Currently – Major Online Retailer • SD Semweb organizer, assistant SF organizer, etc • Added goodrela2ons rdfa onto some 900,000 item pages – Looking at all kinds of backlinks from many e-‐tailers sites certainly demonstrated the necessity for structured data within web pages or a “less gameable” search solu2on.
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What I am going to talk about
• The Wave • How to catch it • Why • The catch? • Demo
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Some basic defini2ons
• RDFa -‐ RDF in aRributes • Rich snippets, embedded structured data on html pages
• Typically used ini2ally by the search engines to enhance displays in SERPs
• Rich Snippets yield increase in CTR (Click Through Rate)
• Ini2al claim – no change in search rankings
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The WAVE
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The Wave
• Yahoo • Google • Facebook • Many others, but focus on SEO
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Adop2on/Usage • First used by Yahoo, Searchmonkey, Feb 2008 • Full RDFa support • Products • News • Events • Video • Documents • Local
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The Demise of Searchmonkey
Con2nued Support for RDFA snippets
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Adop2on/Usage -‐ GOOGLE • Rich snippets introduced May 12, 2009
– Reviews – People – Events – Businesses and organiza2ons – Reviews – Recipes – Breadcrumbs – Local Search – Video – Images – Products
hRp://rdf.data-‐vocabulary.org/#
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Rich Snippets
• Google now supports Rich snippets for – People – Events – Businesses and organiza2ons – Reviews – Recipes – Products – Breadcrumbs – Local Search
hRp://rdf.data-‐vocabulary.org/#
MAY 12, 2009
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RDFa for videos September 2009
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October 26, 2009
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Events Mar 12, 2010
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17
Recipes
April 13, 2010
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Facebook Opengraph protocol based on RFDa April 20, 2010
Enables “semantic Profiling” of users
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April 26, 2010
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Sept 2, 2010
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Sept 22, 2010
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Products – Nov 2, 2010
Included support for goodrela2ons vocabulary
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Peter Mika’s blog – Yahoo Analysis
Results prior to goodrela2ons announcement by google
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LOD Cloud Evolu2on
The wave of growth has been remarkable
Source maintained by: Richard Cygniak and Anja Jentsch. hRp://lod-‐cloud.net
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Mar 2008
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March 5 -‐ 2009
As of March 2009
LinkedCTReactome
Taxonomy
KEGG
PubMed
GeneID
Pfam
UniProt
OMIM
PDB
SymbolChEBI
Daily Med
Disea-some
CAS
HGNC
InterPro
Drug Bank
UniParc
UniRef
ProDom
PROSITE
Gene Ontology
HomoloGene
PubChem
MGI
UniSTS
GEOSpecies
Jamendo
BBCProgramm
es
Music-brainz
Magna-tune
BBCLater +TOTP
SurgeRadio
MySpaceWrapper
Audio-Scrobbler
LinkedMDB
BBCJohnPeel
BBCPlaycount
Data
Gov-Track
US Census Data
riese
Geo-names
lingvoj
World Fact-book
Euro-stat
IRIT Toulouse
SWConference
Corpus
RDF Book Mashup
Project Guten-berg
DBLPHannover
DBLPBerlin
LAAS- CNRS
Buda-pestBME
IEEE
IBM
Resex
Pisa
New-castle
RAE 2001
CiteSeer
ACM
DBLP RKB
Explorer
eprints
LIBRIS
SemanticWeb.org Eurécom
ECS South-ampton
RevyuSIOCSites
Doap-space
Flickrexporter
FOAFprofiles
flickrwrappr
CrunchBase
Sem-Web-
Central
Open-Guides
Wiki-company
QDOS
Pub Guide
Open Calais
RDF ohloh
W3CWordNet
OpenCyc
UMBEL
Yago
DBpedia
Freebase
Virtuoso Sponger
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LOD cloud – Sept 22 2010
As of September 2010
MusicBrainz
(zitgist)
P20
YAGO
World Fact-book (FUB)
WordNet (W3C)
WordNet(VUA)
VIVO UFVIVO
Indiana
VIVO Cornell
VIAF
URIBurner
Sussex Reading
Lists
Plymouth Reading
Lists
UMBEL
UK Post-codes
legislation.gov.uk
Uberblic
UB Mann-heim
TWC LOGD
Twarql
transportdata.gov
.uk
totl.net
Tele-graphis
TCMGeneDIT
TaxonConcept
The Open Library (Talis)
t4gm
Surge Radio
STW
RAMEAU SH
statisticsdata.gov
.uk
St. Andrews Resource
Lists
ECS South-ampton EPrints
Semantic CrunchBase
semanticweb.org
SemanticXBRL
SWDog Food
rdfabout US SEC
Wiki
UN/LOCODE
Ulm
ECS (RKB
Explorer)
Roma
RISKS
RESEX
RAE2001
Pisa
OS
OAI
NSF
New-castle
LAAS
KISTIJISC
IRIT
IEEE
IBM
Eurécom
ERA
ePrints
dotAC
DEPLOY
DBLP (RKB
Explorer)
Course-ware
CORDIS
CiteSeer
Budapest
ACM
riese
Revyu
researchdata.gov
.uk
referencedata.gov
.uk
Recht-spraak.
nl
RDFohloh
Last.FM (rdfize)
RDF Book
Mashup
PSH
ProductDB
PBAC
Poké-pédia
Ord-nance Survey
Openly Local
The Open Library
OpenCyc
OpenCalais
OpenEI
New York
Times
NTU Resource
Lists
NDL subjects
MARC Codes List
Man-chesterReading
Lists
Lotico
The London Gazette
LOIUS
lobidResources
lobidOrgani-sations
LinkedMDB
LinkedLCCN
LinkedGeoData
LinkedCT
Linked Open
Numbers
lingvoj
LIBRIS
Lexvo
LCSH
DBLP (L3S)
Linked Sensor Data (Kno.e.sis)
Good-win
Family
Jamendo
iServe
NSZL Catalog
GovTrack
GESIS
GeoSpecies
GeoNames
GeoLinkedData(es)
GTAA
STITCHSIDER
Project Guten-berg (FUB)
MediCare
Euro-stat
(FUB)
DrugBank
Disea-some
DBLP (FU
Berlin)
DailyMed
Freebase
flickr wrappr
Fishes of Texas
FanHubz
Event-Media
EUTC Produc-
tions
Eurostat
EUNIS
ESD stan-dards
Popula-tion (En-AKTing)
NHS (EnAKTing)
Mortality (En-
AKTing)Energy
(En-AKTing)
CO2(En-
AKTing)
educationdata.gov
.uk
ECS South-ampton
Gem. Norm-datei
datadcs
MySpace(DBTune)
MusicBrainz
(DBTune)
Magna-tune
John Peel(DB
Tune)
classical(DB
Tune)
Audio-scrobbler (DBTune)
Last.fmArtists
(DBTune)
DBTropes
dbpedia lite
DBpedia
Pokedex
Airports
NASA (Data Incu-bator)
MusicBrainz(Data
Incubator)
Moseley Folk
Discogs(Data In-cubator)
Climbing
Linked Data for Intervals
Cornetto
Chronic-ling
America
Chem2Bio2RDF
biz.data.
gov.uk
UniSTS
UniRef
UniPath-way
UniParc
Taxo-nomy
UniProt
SGD
Reactome
PubMed
PubChem
PRO-SITE
ProDom
Pfam PDB
OMIM
OBO
MGI
KEGG Reaction
KEGG Pathway
KEGG Glycan
KEGG Enzyme
KEGG Drug
KEGG Cpd
InterPro
HomoloGene
HGNC
Gene Ontology
GeneID
GenBank
ChEBI
CAS
Affy-metrix
BibBaseBBC
Wildlife Finder
BBC Program
mesBBC
Music
rdfaboutUS Census
Media
Geographic
Publications
Government
Cross-domain
Life sciences
User-generated content
latest LOD cloud
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How to catch the wave
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How to catch the wave
• Add rdfa to your website • Either directly or using tools
– Great goodrela2ons support for rich snippet genera2on
– Wordpress plug ins and other tools available – Drupal support – Others
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Why – Benefits
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Benefits • Increase in CTR • Visibility in search engine ver2cals
– Local search – Shopping
• Definite ranking increase for verified, validated data (e.g within product search)
• Visibility in other engines/apps consuming RDFa • Mobile usage – massive market • Strong need for structured markup
» Combat spam » Make informa2on more findable » Read more an schema.org » …
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Increase in CTR
• Yahoo performed a study that showed > 15% increase in CTR on some sites as a result of using Rich snippets
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Search Engine ver2cals
• Addi2onal rewards for encoding rich snippets on your site.
• Search ver2cals leveraging consump2on of structured data
• Products, recipes, places ..
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Visibility in local Search
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Visibility in new products consuming RDFA
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Consuming mul2ple microformats
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The Catch?
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So what is the catch or is there one?
• Adop2on • Ease of use • Standardized vocabularies • Complex nes2ng of divs and spans • There is a need for standardized vocabularies, so how can we now best leverage microdata and Schema.org?
June 2, 2011 JUST IN TIME FOR SEMTECH 2011?
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RDFA VALIDATORS AND TESTERS
• RDFA official site:hQp://check.rdfa.info/ • Sindice Inspector: hQp://inspector.sindice.com/ • Yahoo ObjecWinder: hQp://developer.search.yahoo.com/
help/objecWinder • Google rich snippets tester: hQp://www.google.com/
webmasters/tools/richsnippets • New tool in Gruff – Demo to follow
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Barbara Starr Email: [email protected]
Twitter: @BarbaraStarr
DEMO
How to use allegrograph visualiza2on to ensure your RDFa is correct
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July 16, 2010