Best Buy’s schema.org Journey:Then and Now

Jay Myers | @jaymyers

Journey stop sign cc-by Joseph Novak

Original Web

Every store has valuable data that should be exposed

Experimental rich markup site outranked main site

“Shop URLs” serve as rich data experiences for both humans and machines

Initial Effort

• Publish data that has valuable meaning beyond keywords

• “Clean” and “Cool” URLS• Syntax: RDFa – Resource Description Framework in

Attributes• Ontologies– GoodRelations – The Web Vocabulary for Ecommerce– FOAF – Friend of a Friend– GEO – Basic methods for representing spatially-located

things

Now: Best Buy properties use Microdata and schema.org

Additional data elements drive customer engagement

Additional data elements drive customer engagement

Additional data elements drive customer engagement

Additional data elements drive customer engagement

Future DirectionGmail Actions in the inbox

Future DirectionGmail Actions in the inbox

<script type="application/ld+json">{ "@context": "http://schema.org", "@type": "Order", "merchant": { "@type": "Organization", "name": "bestbuy.com" }, "orderNumber": "1234567890", "priceCurrency": "USD", "price": "29.99", "acceptedOffer": { "@type": "Offer", "itemOffered": { "@type": "Product", "name": "Vinotemp - Epicureanist 3-in-1 Wine Bottle Stopper" }, "price": “19.99", "priceCurrency": "USD", "eligibleQuantity": { "@type": "QuantitativeValue", "value": "1" } },"url": "https://www.bestbuy.com/orderconf/?orderID=1234567890"}</script>

Future Direction

• Pilot to improve visibility of product information on the web

GS1 GTIN Initiative

<span itemprop=”gtin13”>0887276965147</span>

http://semanticweb.com/gs1-explores-systems-standards-will-fit-semantic-web_b41164

Future DirectionFeeding knowledge

Future DirectionFeeding knowledge

Future DirectionFeeding knowledge

Future DirectionFeeding knowledge

Thank You!