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Schema.org Structured data the What, Why, & How

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Presentation to Search Marketing Connect - Rimini - 14th December 2018

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Schema.org Structured data the What, Why, & How

  1. 1. Schema.org Structured Data the What, Why, & How Search Marketing Connect Rimini December 14th 2018 Richard Wallis Evangelist and Founder Data Liberate richard.wallis@dataliberate.com @rjw
  2. 2. Independent Consultant, Evangelist & Founder richard.wallis@dataliberate.com — @rjw
  3. 3. Independent Consultant, Evangelist & Founder richard.wallis@dataliberate.com — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
  4. 4. Independent Consultant, Evangelist & Founder W3C Community Groups: • Schema Bib Extend (Chair) - Bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.schema.org • Tourism Structured Web Data (Co-Chair) • Schema Course Extension • Schema IoT Community • Educational & Occupational Credentials in Schema.org richard.wallis@dataliberate.com — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
  5. 5. Independent Consultant, Evangelist & Founder W3C Community Groups: • Schema Bib Extend (Chair) - Bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.schema.org • Tourism Structured Web Data (Co-Chair) • Schema Course Extension • Schema IoT Community • Educational & Occupational Credentials in Schema.org richard.wallis@dataliberate.com — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data Works With: • Google – Schema.org vocabulary, site, extensions. documentation and community • OCLC – Global library cooperative • FIBO – Financial Industry Business Ontology Group • Various Clients – Implementing/understanding Schema.org: British Library — Stanford University — Europeana
  6. 6. Structured Data — did it come from — is Schema.org — is it necessary — to apply it • Where • What • Why • How
  7. 7. Structured Data — did it come from — is Schema.org — is it necessary — to apply it • Where • What • Why • How
  8. 8. The Web Conceived● 1989● March Tim Berners-Lee Vague but exciting …
  9. 9. ● 1999●
  10. 10. ● 1999● Tim Berners-Lee, 1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize”
  11. 11. ● 1999● Tim Berners-Lee, 1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize”
  12. 12. ● 1999● Tim Berners-Lee, 1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize” Intelligent Agents …
  13. 13. “A Linked Data Web” – Introducing Linked Data● 2009 Feb Linked Data
  14. 14. Linked Open Data 05-2007 Linked Open Data Cloud
  15. 15. Linked Open Data 05-200711-200709-200809-200707-200909-201009-2011 08-2014 Linked Open Data Cloud
  16. 16. Linked Open Data 05-200711-200709-200809-200707-200909-201009-2011 08-201405-2018 Linked Open Data Cloud
  17. 17. Linked Open Data 05-200711-200709-200809-200707-200909-201009-2011 08-201405-2018 Linked Open Data Cloud Impressive! • Raw Data • Many Vocabs • SPARQL
  18. 18. Linked Open Data 05-200711-200709-200809-200707-200909-201009-2011 08-201405-2018 Linked Open Data Cloud Impressive! • Raw Data • Many Vocabs • SPARQL
  19. 19. Linked Open Data 05-200711-200709-200809-200707-200909-201009-2011 08-201405-2018 Linked Open Data Cloud Impressive! But Useful? • Raw Data • Many Vocabs • SPARQL
  20. 20. Structured Data — did it come from — is Schema.org — is it necessary — to apply it • Where • What • Why • How
  21. 21. 2 ● 2011 ● June Introducing Schema.org
  22. 22. 2 ● 2011 ● June Introducing Schema.org
  23. 23. 2 ● 2011 ● June Introducing Schema.org
  24. 24. Knowledge Graph 16 ● 2012 ● May Google Knowledge Graph
  25. 25. Knowledge Graph 16 ● 2012 ● May Google Knowledge Graph
  26. 26. Google Knowledge Graph
  27. 27. Knowledge Graph Bart Simpson Related Entities in a Graph
  28. 28. Knowledge Graph Bart Simpson Nancy Cartwright Dayton Ohio Dayton Aviation Heritage National Park Played By Born In Place of Interest Related Entities in a Graph
  29. 29. Knowledge Graph Sources for the Graph
  30. 30. Knowledge Graph Sources for the Graph
  31. 31. Knowledge Graph Powered by the Graph Knowledge Panel Info Box Answer Box Rich Snippets Voice
  32. 32. Using Schema.org •Data embedded in website html -Microdata / RDFa / JSON-LD •Harvested during normal web crawls •Under control of the [site] publisher
  33. 33. •In use on over 12 million domains •Broad core vocabulary: -Types: 597 Properties: 867 Values: 114 •Extensions published: - auto.schema.org - bib.schema.org - health-lifesci.schema.org Schema.org today
  34. 34. •In use on over 12 million domains •Broad core vocabulary: -Types: 597 Properties: 867 Values: 114 •Extensions published: - auto.schema.org - bib.schema.org - health-lifesci.schema.org Schema.org today 12+ Million Web Sites Found On30% Pages* * In a 10 billion page sample - 2015
  35. 35. Schema.org today A de facto vocabulary for structured data on the web 12+ Million Web Sites Found On30% Pages* * In a 10 billion page sample - 2015
  36. 36. Schema.org today A de facto vocabulary for structured data on the web 12+ Million Web Sites Found On30% Pages* So, what does it look like …. * In a 10 billion page sample - 2015
  37. 37. Banc of California
  38. 38. Banc of California
  39. 39. Banc of California
  40. 40. Structured Data — did it come from — is Schema.org — is it necessary — to apply it • Where • What • Why • How
  41. 41. Structured Data — did it come from — is Schema.org — is it necessary — to apply it • Where • What • Why • How
  42. 42. Choose your syntax Microdata – RDFa – JSON-LD
  43. 43. Choose your syntax Microdata – RDFa – JSON-LD Examples from https://schema.org/Person
  44. 44. Choose your syntax Microdata – RDFa – JSON-LD Examples from https://schema.org/Person
  45. 45. Choose your syntax Microdata – RDFa – JSON-LD Examples from https://schema.org/Person
  46. 46. Choose your syntax Microdata – RDFa – JSON-LD Examples from https://schema.org/Person
  47. 47. What is Google’s preference
  48. 48. What is Google’s preference JSON-LD
  49. 49. Festive Live Example
  50. 50. Festive Live Example
  51. 51. Festive Live Example
  52. 52. Festive Live Example
  53. 53. Festive Live Example
  54. 54. Festive Live Example
  55. 55. Where do I put it? (on the page) In a <script type="application/ld+json"> tag
  56. 56. Where do I put it? (on the page) In a <script type="application/ld+json"> tag In the header ? In the body ? In the footer?
  57. 57. Where do I put it? (on the page) In a <script type="application/ld+json"> tag In the header ? In the body ? In the footer? Provided all other [SEO] aspects have been considered (rendering speed etc.) ANYWHERE
  58. 58. When do I put it? Server-side rendering • Hard-coded in html o Prototyping/testing o Special pages eg. Homepage • As part of normal page rendering o Microdata / RDFa • Bolt-on processing o JSON-LD from data lookups In-Browser rendering • Dynamic insert <script> tag into DOM • Asynchronous lookup from server (AJAX)
  59. 59. When do I put it? Server-side rendering • Hard-coded in html o Prototyping/testing o Special pages eg. Homepage • As part of normal page rendering o Microdata / RDFa • Bolt-on processing o JSON-LD from data lookups In-Browser rendering • Dynamic insert <script> tag into DOM • Asynchronous lookup from server (AJAX)
  60. 60. What pages do I put it in?
  61. 61. What pages do I put it in? Home Page Contact Page Article Pages Person Pages Staff List Product Pages Product List Organization LocalBusiness Location Offers: itemOffered Location ContactPoint telephone email areaServed Article BlogPosting about: Product Person Organization Person subjectOf: Article worksFor: Organization Product ProductModel Vehicle offers: offeredBy: Organization price subjectOf: Article ✓ ✓ ✓ ✓ ✓✘ ✘
  62. 62. What pages do I put it in? Home Page Contact Page Article Pages Person Pages Staff List Product Pages Product List Organization LocalBusiness Location Offers: itemOffered Location ContactPoint telephone email areaServed Article BlogPosting about: Product Person Organization Person subjectOf: Article worksFor: Organization Product ProductModel Vehicle offers: offeredBy: Organization price subjectOf: Article ✓ ✓ ✓ ✓ ✓✘ ✘ A very limited example – as a guide only!
  63. 63. Schema.org - other stuff • Useful Info • FAQ
  64. 64. facebook business use Schema.org
  65. 65. Speakable / SpeakableSpecification
  66. 66. Speakable / SpeakableSpecification
  67. 67. Google adds support for Q&A Pages
  68. 68. Google adds support for Q&A Pages
  69. 69. Google adds support for Q&A Pages One Question only One or more Answer(s): acceptedAnswer suggestedAnswer Not for FAQs - yet
  70. 70. Structured Data • FAQ
  71. 71. Schema.org FAQ #1 If we create it will it be used? YES
  72. 72. November 2017
  73. 73. At Pubcon yesterday, Gary Illyes from Google focused quite a bit of time on structured data "Structured data. This is one of those things that I want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data. And don’t just think about the structured data that we documented on developers.google.com. Think about any schema.org schema that you could use on your pages … add structured data to your pages because during indexing, we will be able to better understand what your site is about. November 2017
  74. 74. At Pubcon yesterday, Gary Illyes from Google focused quite a bit of time on structured data "Structured data. This is one of those things that I want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data. And don’t just think about the structured data that we documented on developers.google.com. Think about any schema.org schema that you could use on your pages … add structured data to your pages because during indexing, we will be able to better understand what your site is about. November 2017
  75. 75. Schema.org FAQ #2 Schema.org looks complex – is it? YES/NO
  76. 76. Schema.org FAQ #2 Schema.org looks complex – is it? YES/NO Like anything new & different its difficult at first. Remember when you first met: • CSS • XHTML • JSON • JavaScript
  77. 77. Schema.org FAQ #3 What’s different about using Schema.org?
  78. 78. Schema.org FAQ #3 What’s different about using Schema.org? Things not Pages
  79. 79. Schema.org FAQ #3 What’s different about using Schema.org? Entities not Pages
  80. 80. Summary Schema.org Structured Data: • Its about describing Things / Entities Not necessarily web pages To aid discovery and discoverability — of things • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 were Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning Think about the non-web page scenarios • What should we be doing now/next Learning about it / trying it Start giving the search engines the data they need to drive users to our products/services
  81. 81. Schema.org Structured Data the What, Why, & How Search Marketing Connect Rimini December 14th 2018 www.slideshare.net/rjw Richard Wallis Evangelist and Founder Data Liberate richard.wallis@dataliberate.com @rjw

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