My presentation at SMX Milan 2015. New ways to compile and offer structured data to search engines for improved online visibility. Real life examples ready to use for websites and blogs.
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JSON-LD, Schema.org, and Structured data
1. November 13, 2015
Semantic Modelling
with JSON-LD
Sante J. Achille
Search Marketing Consultant
@sjachille
2. smxmilan.it
@sjachille
#SMX #22A
• Search Marketing Specialist
• Has analyzed and optimized hundreds of websites on 20 years of hands-on
professional activity
• Loves proverbs and traditions
• Motto: Why Be Normal?
http://achille.name/
@sjachille
sante@achille.name
TODAY WE’LL TALK ABOUT JSON-LD
4. smxmilan.it
@sjachille
#SMX #22A
“Your web pages have an underlying meaning that
people understand when they read the web
pages.
But search engines have a limited
understanding of what is being discussed on those
pages.”
Why use structured data?
5. smxmilan.it
@sjachille
#SMX #22A
Why use structured data?
By adding additional tags to the
HTML of your web pages … you can
help search engines and other
applications better understand
your content and display it in a
useful, relevant way.
10. smxmilan.it
@sjachille
#SMX #22A
JSON (JavaScript Object Notation) is a
lightweight data-interchange format. … It is
easy for machines to parse and generate. It is
based on …
JSON is a text format that is completely
language independent but uses conventions
that are familiar to programmers of the C-
family of languages, including C, C++, C#,
Java, JavaScript, Perl, Python, and many
others.
These properties make JSON an ideal data-
interchange language.
11. smxmilan.it
@sjachille
#SMX #22A
“JSON-LD is a lightweight
Linked Data format that is easy
for humans to read and write”
http://www.w3.org/TR/2013/CR-json-ld-20130910/
http://www.w3.org/TR/2013/CR-json-ld-api-20130910/
Creating semantic sites with Web Components and JSON-LD
16. smxmilan.it
@sjachille
#SMX #22A
The Resource Description Framework (RDF) is a framework for
expressing information about resources. Resources can be
anything, including documents, people, physical objects, and
abstract concepts.
http://www.w3.org/TR/rdf11-primer/
• Information is represented by the Node-Arc
17. smxmilan.it
@sjachille
#SMX #22A
In RDF the description of a resource is represented by a series of triples.
The components of each triple are the Subject - Predicate – Object
A triple emulates the structure of a simple phrase such as "Sante live in
L'Aquila…
18. smxmilan.it
@sjachille
#SMX #22A
The Subject of the triple is the URI, identifying the resource being described
The Object may be a value (string, number, data, …) or the URI of another resource
which is somehow related to the subject
The Predicate explains the relationship between subject and object and is a URI
chosen amongst those available in the various Vocabularies …
20. smxmilan.it
@sjachille
#SMX #22A
JSON-LD Specification: http://www.w3.org/TR/json-ld/#syntax-tokens-and-keywords
3.3 Syntax Tokens and Keywords
@context
Used to define the short-hand names that are used throughout a JSON-LD document…
@id
Used to uniquely identify things that are being described in the document with IRIs …
@type
Used to set the data type of a node or typed value…
@vocab
Used to expand properties and values in @type with a common prefix IRI…
JSON-LD @work…
23. smxmilan.it
@sjachille
#SMX #22A
"schema:isPartOf" : {
"@id" : "https://mywebsite.com/",
"@type" : "schema:Blog",
"schema:name" : "My Blog",
"schema:description": "A DESCRIPTION OF MY BLOG - HOW
BEAUTIFUL AND INTERESTING MY CONTENT IS AND WHY EVERBODY
SHOULD READ IT!"
},
JSON-LD @work…
29. smxmilan.it
@sjachille
#SMX #22A
This is an iterative process - almost impossible to
get it right and complete 1st time around
New properties are constantly published on
schema.org
Semantic models require periodic updating
Test, Test and Test again!
DATA: Values of qualitative or quantitative variables in raw or unorganized form such as alphabets, numbers, or symbols that refer to, or represent, conditions, ideas, or objects.