Semtech 2011, the RDFa SEO Wave, How to catch it and why Barbara Starr Demo - Jans Aasman - Franz

1. The$RDFA/SEO$WAVE!
How$to$catch$it$&$why$
Email: bstarr@Ontologica.us
Twitter: @BarbaraStarr

2. The$Schema.org/SEO$WAVE!
How$to$catch$it$&$why$
Email: bstarr@Ontologica.us
Twitter: @BarbaraStarr

3. 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!eJtailers!
sites!certainly!demonstrated!the!necessity!for!
structured!data!within!web!pages!or!a!“less!
gameable”!search!solu2on.!

4. What!I!am!going!to!talk!about!
• The!Wave!
• How!to!catch!it!
• Why!
• The!catch?!
• Demo!!

5. Some!basic!defini2ons!
• RDFa!J!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!

6. The$WAVE!

7. The!Wave!
• Yahoo!
• Google!
• Facebook!
• Many!others,!but!focus!on!SEO!

8. Adop2on/Usage!
• First!used!by!Yahoo,!Searchmonkey,!Feb!2008!
• Full!RDFa!support!
• Products!
• News!
• Events!
• Video!
• Documents!
• Local!

9. The!Demise!of!Searchmonkey!
Con2nued!Support!for!RDFA!snippets!

10. Adop2on/Usage!J!GOOGLE!!
• Rich!snippets!introduced!May!12,!2009!
– Reviews!
– People!
– Events!
– Businesses!and!organiza2ons!
– Reviews!
– Recipes!
– Breadcrumbs!
– Local!Search!
– Video!
– Images!!
– Products!
hRp://rdf.dataJvocabulary.org/#!

11. Rich!Snippets!
MAY$12,$2009$
• Google!now!supports!Rich!snippets!for!
– People!
– Events!
– Businesses!and!organiza2ons!
– Reviews!
– Recipes!
– Products!
– Breadcrumbs!
– Local!Search!
hRp://rdf.dataJvocabulary.org/#!

14. RDFa!for!videos!
September!2009!

15. October!26,!2009!

16. Events! Mar!12,!2010!

17. Recipes!
April!13,!2010!
17!

18. Facebook Opengraph protocol based on RFDa April!20,!2010!
Enables “semantic Profiling”
of users

19. April!26,!2010!

20. Sept!2,!2010!

21. Sept!22,!2010!

22. Products!–!Nov!2,!2010!
Included!support!for!goodrela2ons!vocabulary!

23. Peter!Mika’s!blog!–!Yahoo!Analysis!
Results!prior!to!goodrela2ons!announcement!by!google!!

24. LOD!Cloud!Evolu2on!
The!wave!of!growth!has!been!
remarkable!
Source!maintained!by:!Richard!Cygniak!and!Anja!Jentsch.!hRp://lodJcloud.net!

25. Mar!2008!

26. March!5!J!2009!
Sem- Wiki-
Surge Web- company
Radio LIBRIS Central RDF
ohloh
Doap-
Music- space Semantic Resex
brainz Audio- Eurécom
Flickr Web.org
MySpace Scrobbler QDOS SW
exporter
Wrapper
Conference IRIT
Corpus Toulouse
RAE
BBC BBC Crunch 2001
FOAF SIOC ACM
BBC Later + John Base Revyu
Jamendo Peel profiles Sites
Playcount TOTP Open- Buda-
Data Guides pest
DBLP BME
flickr RKB
Project
Pub Geo- Euro- wrappr Explorer
Guten- Virtuoso
Guide names stat berg Pisa
BBC Sponger eprints
Programm
Open
es
Calais New-
riese World Linked ECS
castle
Fact- MDB South-
IEEE
book ampton
Magna-
Gov- tune RDF Book
Track Mashup
DBpedia
lingvoj Freebase IBM
US CiteSeer LAAS-
Census W3C DBLP CNRS
Data WordNet Hannover
UniRef
GEO
UMBEL Species DBLP
Berlin
Reactome
LinkedCT UniParc
Open Taxonomy
Cyc Yago Drug
PROSITE
Daily Bank
Med
Pub GeneID
Homolo Chem
Gene KEGG UniProt
Pfam ProDom
Disea- CAS
Gene
some
ChEBI Ontology
Symbol OMIM
Inter
Pro
UniSTS PDB
HGNC
MGI
PubMed
As of March 2009

27. LOD!cloud!–!Sept!22!2010!
Sussex St.
Reading Andrews NDL
Audio- Lists Resource subjects t4gm
MySpace scrobbler Lists
Moseley (DBTune) (DBTune) RAMEAU
Folk NTU SH lobid
GTAA Plymouth Resource
Lists
Organi-
Reading
Lists
sations
Music The Open ECS
Magna- Brainz Music
DB tune Library LCSH South-
(Data Brainz LIBRIS ampton
Tropes lobid Ulm
Incubator) (zitgist) Man- EPrints
Resources
chester
Surge Reading
biz. Music RISKS
Radio Lists The Open ECS
data. John Brainz
Discogs Library PSH Gem. UB South-
gov.uk Peel (DBTune)
FanHubz (Data In- (Talis) Norm- Mann- ampton
(DB cubator) Jamendo datei heim RESEX
Tune)
Popula- Poké- DEPLOY
Last.fm
tion (En- pédia
Artists Last.FM Linked RDF
AKTing) research EUTC (DBTune) (rdfize) LCCN VIAF Book Wiki
data.gov Produc- Pisa Eurécom
P20 Mashup semantic
NHS .uk tions classical web.org
(EnAKTing) Pokedex
(DB
Mortality Tune) PBAC ECS
(En-
AKTing)
BBC MARC (RKB Budapest
Program Codes Explorer)
Energy education OpenEI BBC List Semantic Lotico Revyu OAI
(En- CO2 data.gov mes Music Crunch SW
AKTing) (En- .uk Chronic- Linked Dog
NSZL Base
AKTing) ling Event- MDB RDF Food IRIT
America Media Catalog
ohloh
BBC DBLP ACM IBM
Good- BibBase
Ord- Wildlife (RKB
Openly Recht- win
nance Finder Explorer)
Local spraak. Family DBLP
legislation Survey Tele- New VIVO UF
.gov.uk nl graphis York flickr (L3S) New-
VIVO castle
Times URI wrappr Open Indiana RAE2001
UK Post- Burner Calais DBLP
codes statistics (FU
VIVO CiteSeer Roma
data.gov LOIUS Taxon iServe Berlin) IEEE
.uk Cornell
Concept Geo
World data
ESD Fact- OS dcs
Names book dotAC
stan- reference Project
Linked Data NASA (FUB) Freebase
dards data.gov Guten-
.uk
for Intervals (Data GESIS Course-
transport DBpedia berg STW ePrints CORDIS
Incu- ware
data.gov bator) (FUB)
Fishes ERA UN/
.uk
of Texas Geo LOCODE
Uberblic
Euro- Species
The stat dbpedia TCM SIDER Pub KISTI
(FUB) lite Gene STITCH Chem JISC
London Geo KEGG
DIT LAAS
Gazette TWC LOGD Linked Daily OBO Drug
Eurostat Data UMBEL lingvoj Med
(es) Disea-
YAGO Medi some
Care ChEBI KEGG NSF
Linked KEGG KEGG
Linked Drug Cpd
GovTrack rdfabout Glycan
Sensor Data CT Bank Pathway
US SEC Open Reactome
(Kno.e.sis) riese Uni
Cyc Lexvo Path-
way PDB Media
Semantic totl.net Pfam
HGNC
XBRL
WordNet KEGG KEGG Geographic
Linked Taxo- CAS Reaction
Twarql (VUA) UniProt Enzyme
rdfabout EUNIS Open nomy
US Census Publications
Numbers PRO- ProDom
SITE Chem2
UniRef Bio2RDF User-generated content
Climbing WordNet SGD Homolo
Linked (W3C) Affy- Gene
GeoData
Cornetto
metrix Government
PubMed Gene
UniParc
Ontology
GeneID Cross-domain
Airports
Product
DB UniSTS MGI
Gen Life sciences
Bank OMIM InterPro
As of September 2010
latest!LOD!cloud!

28. How$to$catch$the$wave!

29. 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!

30. Why$–$Benefits!

31. 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!!
» …!

32. Increase!in!CTR!
• Yahoo!performed!a!study!that!showed!>!15%!
increase!in!CTR!on!some!sites!as!a!result!of!
using!Rich!snippets!

33. Search!Engine!ver2cals!
• Addi2onal!rewards!for!encoding!rich!snippets!
on!your!site.!
• Search!ver2cals!leveraging!consump2on!of!
structured!data!
• Products,!recipes,!places!..!

34. Visibility!in!local!Search!

35. Visibility!in!new!products!consuming!
RDFA!

36. Consuming!mul2ple!microformats!

37. The$Catch?!

38. So!what!is!the!catch!or!is!there!one?!
• Adop2on! June!2,!2011!
JUST!IN!TIME!FOR!SEMTECH!2011?!
• 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?!

39. 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!

40. DEMO!!
How!to!use!allegrograph!visualiza2on!
to!ensure!your!RDFa!is!correct!
Barbara Starr
Email: bstarr@Ontologica.us
Twitter: @BarbaraStarr

41. July!16,!2010!