Presentation to product retailers, manufacturers and vendors examining the application of Linked Data and schema.org in publishing data to the web, with short examination of a GS1 initiative to publish GTIN's/ digital ids using schema.org markup

1. The Next Web of Linked Data
Jay Myers, Best Buy
jay.myers@bestbuy.com/ @jaymyers
1WorldSync Regional User
Group, Minneapolis, MN USA

2. Original Web
• Collections of documents
• Users “surfed”
• Created for human consumption

3. Web of Today
• 25 million web sites
• Trillions of web pages
• 5 billion web pages change every day
• 1000x more web pages on the “deep web”

4. Every day we create 2.5 quintillion
bytes of data
(equivalent to 3.4 billion HD movies)

5. Linked Data
“A new form of Web content that is meaningful to computers
will unleash a revolution of new possibilities” - TBL

6. Goals
• Create a web for both humans and machines
• Entice webmasters to make metadata
available through web standards and
structured HTML
• Gain access to the meaning of web sites
• Establish relationships between data that
allow for exploration and discovery

7. 2010

8. schema.org
• Common vocabularies that search engines
can understand
• Lower the bar for webmasters to publish
linked data on the web
• Improve user experience through data

9. Value prop:
“Give us your data in a machine-
readable format and we’ll make
your stuff more attractive in search
results”

10. Looks Like We’ve Got Something Here!
• 15% of all sites contain schema.org markup
• Many major sites
• Adoption by content systems like Drupal and
Wordpress
• Around 1200 object types and growing
(people, places, products, etc)

11. Additional content on
SERPs
Data automagically extracted from
HTML

13. Practical Applications in Search
Yandex Islands

14. Practical Applications in Search
Google Knowledge Graph
Additional content driven
by schema.org derived
data

15. Practical Applications in Search
Google Knowledge Graph
Additional content driven
by schema.org derived
data

16. Other Applications
Pinterest Rich Pins

18. GS1 GTIN Initiative
• Pilot to improve the product
discovery, evaluation and buying experience
• Participation is as easy as publishing GS1
unique identifiers in HTML pages
• Growing support from platforms like Amazon
and Google

19. Concept: GTIN Driven Applications
Potential new use case

20. Thank You!

21. Credits and Resources
Guha, Ramanathan V. “Light at the End of the Tunnel.” 12th International Semantic Web Conference
(ISWC), Sydney, NSW, Australia. 23 October 2013. Keynote Address.
Hepp, Martin H., Dr. "Semantic SEO." GoodRelations: The Professional Web Vocabulary for E-Commerce. Dr.
Martin Hepp. Web. 17 Mar. 2014.
Berners-Lee, Tim. Tim Berners-Lee: The next web. Feb 2009. Video File. http://www.ted.com. Web. 17 Mar
2014. <http://www.ted.com/talks/tim_berners_lee_on_the_next_web >.