Web 2.0 & Search Engines

Search Engine Strategies 2008

Ambles Kwok

Senior Engineering Manager

Yahoo! Canada Inc

YAHOO! CONFIDENTIAL

Search Engine Strategies 2008

<div id="hcard-Ambles-Kwok" class="vcard">

<span class="fn">Ambles Kwok</span>

<span class="title">Sr. Engineering Manager</span>

<div class="org">Yahoo! Canada</div></div>

- 2 -

What I am (and am not) about to tell you?

SEO: The Goal

Web 2.0 & Semantic Web

SEO + Semantic Web = SEO 2.0

Yahoo! Semantic Web Strategy in Search

✗ Optimize your AJAX/Flash/UGC pages

✗ Cover details all Microformats

✗ Comparing eRDF, RDF, and RDFa

✗ Create your first SearchMonkey

YAHOO! CONFIDENTIAL

- 3 -

SEO: The Basics

• SEO

– Drive Traffic

– Lots of Traffic

– How?

•Be found

•Drive Click Thru

Pictu

re b

y Flickr u

ser m

ari7

81

00

8P

icture

by F

lickr use

r lyna

c

YAHOO! CONFIDENTIAL

- 4 -

Web 2.0 (definition by tag cloud)

Tag Cloud by Markus Angermeier

YAHOO! CONFIDENTIAL

- 5 -

Semantic Web (definition by example)

<b> <em>vs.

YAHOO! CONFIDENTIAL

- 6 -

Content vs. Contextual Data

• Paris Hilton • Hilton (in) Paris

YAHOO! CONFIDENTIAL

<div id="hcard-Paris-Hilton" class="vcard"> <span class="fn">Paris Hilton</span></div>

<div id="" class=“hcard"> <div class="org">Hilton</div> <div class="adr”> <span class="locality">Paris</span> </div></div>

- 7 -

Semantic Web – Before you know it!

YAHOO! CONFIDENTIAL

<a href=http://myblog.com/ rel=“nofollow”>myblog</a>

rel=“nofollow”

- 8 -

Live Semantic Web Example: SES 2008 on Upcoming

hCard

hReview<div class="hreview"> <span class="reviewer vcard">Reviewer: <span class="fn url”> <a href=http://upcoming.yahoo.com/user/159507/>Ambles</a> </span> <abbr class="dtreviewed" title="20080623T2300-0400”>June 13, 2008</abbr></span> <div class="description”>Looking forward!</div></div>

rel-tag<a href="http://upcoming.yahoo.com/tag/seo/" rel="tag">seo</a><a href="http://upcoming.yahoo.com/tag/sem/" rel="tag">sem</a><a href="http://upcoming.yahoo.com/tag/online/" rel="tag">online</a>…

YAHOO! CONFIDENTIAL

- 9 -

Yahoo’s SearchMonkey

• Web 2.0 + Yahoo! =

• SearchMonkey + POSH = SEO 2.0

• Supported HTML Annotations: microformats, eRDF, & RDFa

• Supported Microformats: hCard, hEvent, hReview, hAtom, XFN 1.1

• Leverage semantic web to enable blended search

YAHOO! CONFIDENTIAL

- 10 -

SearchMonkey Live Example

YAHOO! CONFIDENTIAL

- 11 -

SearchMonkey Example

YAHOO! CONFIDENTIAL

- 12 -

A Few SearchMonkey Examples

http://gallery.search.yahoo.com/

YAHOO! CONFIDENTIAL

- 13 -

Semantics Web & SEO?

What does it mean to me?

How does Semantics Web affect my Search Engine Strategy?

YAHOO! CONFIDENTIAL

- 14 -

Imagine …

• You perform a search for a person’s name and see their family tree, business acquaintances, friends and significant others, along with the ability to download their vCard (possibly to your handheld)

• You search for a keyword such as “Ford mustang” and receive a list of sites, photos, and documents that people have decided to relate to the word “Ford mustang” through tagging on their website.

• You search for a product and receive a list of reviews related to that product which people all over the net have posted on their website.

• You search for a specific date and receive a list of categorized events occurring on that date that people have posted on their website.

YAHOO! CONFIDENTIAL

Source: http://blog.usweb.com/archives/how-microformats-affect-search-engine-optimization-seo/

- 15 -

Semantic Web Search & Conclusion

• “Context is King!”

• Keywords, URL, & links are SEO 1.0

• Structured pages are SEO 2.0

• Semantic Web is NOW! Adopt it NOW!

• Semantic Web + Search Engine

• Think outside the browser

• Define your own heatmap

YAHOO! CONFIDENTIAL

- 16 -

Appendix: Resources

• Contact: ambles@yahoo-inc.com

• Semweb/SW: http://www.w3.org/2001/sw/

• SearchMonkey: http://developer.yahoo.com/searchmonkey/

• Microformats: http://microformats.org/

YAHOO! CONFIDENTIAL

- 17 -

Facts

• Yahoo SearchMonkey supports microformats, eRDF, and RDFa

• Microsoft Outlook supports hCalendar

• Google Maps supports hCard (permalink)

• Alexa (AWSP) supports hCard Search

YAHOO! CONFIDENTIAL

- 18 -

Web 2.0 Definition

• Web 2.0 is a set of economic, social, and technology trends that collectively form the basis for the next generation of the Internet – a more mature, distinctive medium characterized by user participation, openness, and network effects.

Source: O’Reilly Radar “Web 2.0 Principles and Best Practices”

YAHOO! CONFIDENTIAL

- 19 -

Web 2.0 (definition by tag cloud)

Tag Cloud by Markus Angermeier

YAHOO! CONFIDENTIAL

- 20 -

Mircoformats (µf)

• A schema to provide contextualization

• New buzzword after XML

YAHOO! CONFIDENTIAL