Pattern of adoption of semantic web by search engines - timelines and analysis

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
e-­‐tailers
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
-­‐
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
-­‐
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/#

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.data-­‐vocabulary.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://lod-­‐cloud.net

25. Mar
2008

26. March
5
-­‐
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