The RDFa, seo wave

transcript

The RDFA/SEO WAVE How to catch it & why

Email: bstarr@Ontologica.us Twitter: @BarbaraStarr

The Schema.org/SEO WAVE How to catch it & why

Email: bstarr@Ontologica.us Twitter: @BarbaraStarr

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.

What I am going to talk about

•  The Wave •  How to catch it •  Why •  The catch? •  Demo

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

The WAVE

The Wave

•  Yahoo •  Google •  Facebook •  Many others, but focus on SEO

Adop2on/Usage •  First used by Yahoo, Searchmonkey, Feb 2008 •  Full RDFa support •  Products •  News •  Events •  Video •  Documents •  Local

The Demise of Searchmonkey

Con2nued Support for RDFA snippets

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/#

Rich Snippets

•  Google now supports Rich snippets for – People – Events – Businesses and organiza2ons – Reviews – Recipes – Products – Breadcrumbs – Local Search

hRp://rdf.data-‐vocabulary.org/#

MAY 12, 2009

RDFa for videos September 2009

October 26, 2009

Events Mar 12, 2010

Recipes

April 13, 2010

Facebook Opengraph protocol based on RFDa April 20, 2010

Enables “semantic Profiling” of users

April 26, 2010

Sept 2, 2010

Sept 22, 2010

Products – Nov 2, 2010

Included support for goodrela2ons vocabulary

Peter Mika’s blog – Yahoo Analysis

Results prior to goodrela2ons announcement by google

LOD Cloud Evolu2on

The wave of growth has been remarkable

Source maintained by: Richard Cygniak and Anja Jentsch. hRp://lod-‐cloud.net

Mar 2008

March 5 -‐ 2009

As of March 2009

LinkedCTReactome

Taxonomy

PubMed

GeneID

UniProt

SymbolChEBI

Daily Med

Disea-some

InterPro

Drug Bank

UniParc

UniRef

ProDom

PROSITE

Gene Ontology

HomoloGene

PubChem

UniSTS

GEOSpecies

Jamendo

BBCProgramm

Music-brainz

Magna-tune

BBCLater +TOTP

SurgeRadio

MySpaceWrapper

Audio-Scrobbler

LinkedMDB

BBCJohnPeel

BBCPlaycount

Gov-Track

US Census Data

Geo-names

lingvoj

World Fact-book

Euro-stat

IRIT Toulouse

SWConference

Corpus

RDF Book Mashup

Project Guten-berg

DBLPHannover

DBLPBerlin

LAAS- CNRS

Buda-pestBME

New-castle

RAE 2001

CiteSeer

DBLP RKB

Explorer

eprints

LIBRIS

SemanticWeb.org Eurécom

ECS South-ampton

RevyuSIOCSites

Doap-space

Flickrexporter

FOAFprofiles

flickrwrappr

CrunchBase

Sem-Web-

Central

Open-Guides

Wiki-company

Pub Guide

Open Calais

RDF ohloh

W3CWordNet

OpenCyc

DBpedia

Freebase

Virtuoso Sponger

LOD cloud – Sept 22 2010

As of September 2010

MusicBrainz

(zitgist)

World Fact-book (FUB)

WordNet (W3C)

WordNet(VUA)

VIVO UFVIVO

Indiana

VIVO Cornell

URIBurner

Sussex Reading

Plymouth Reading

UK Post-codes

legislation.gov.uk

Uberblic

UB Mann-heim

TWC LOGD

Twarql

transportdata.gov

totl.net

Tele-graphis

TCMGeneDIT

TaxonConcept

The Open Library (Talis)

Surge Radio

RAMEAU SH

statisticsdata.gov

St. Andrews Resource

ECS South-ampton EPrints

Semantic CrunchBase

semanticweb.org

SemanticXBRL

SWDog Food

rdfabout US SEC

UN/LOCODE

ECS (RKB

Explorer)

RAE2001

New-castle

KISTIJISC

Eurécom

ePrints

DEPLOY

DBLP (RKB

Explorer)

Course-ware

CORDIS

CiteSeer

Budapest

researchdata.gov

referencedata.gov

Recht-spraak.

RDFohloh

Last.FM (rdfize)

RDF Book

Mashup

ProductDB

Poké-pédia

Ord-nance Survey

Openly Local

The Open Library

OpenCyc

OpenCalais

OpenEI

New York

NTU Resource

NDL subjects

MARC Codes List

Man-chesterReading

Lotico

The London Gazette

lobidResources

lobidOrgani-sations

LinkedMDB

LinkedLCCN

LinkedGeoData

LinkedCT

Linked Open

Numbers

lingvoj

LIBRIS

DBLP (L3S)

Linked Sensor Data (Kno.e.sis)

Good-win

Family

Jamendo

iServe

NSZL Catalog

GovTrack

GeoSpecies

GeoNames

GeoLinkedData(es)

STITCHSIDER

Project Guten-berg (FUB)

MediCare

Euro-stat

DrugBank

Disea-some

DBLP (FU

Berlin)

DailyMed

Freebase

flickr wrappr

Fishes of Texas

FanHubz

Event-Media

EUTC Produc-

Eurostat

ESD stan-dards

Popula-tion (En-AKTing)

NHS (EnAKTing)

Mortality (En-

AKTing)Energy

(En-AKTing)

CO2(En-

AKTing)

educationdata.gov

ECS South-ampton

Gem. Norm-datei

datadcs

MySpace(DBTune)

MusicBrainz

(DBTune)

Magna-tune

John Peel(DB

classical(DB

Audio-scrobbler (DBTune)

Last.fmArtists

(DBTune)

DBTropes

dbpedia lite

DBpedia

Pokedex

Airports

NASA (Data Incu-bator)

MusicBrainz(Data

Incubator)

Moseley Folk

Discogs(Data In-cubator)

Climbing

Linked Data for Intervals

Cornetto

Chronic-ling

America

Chem2Bio2RDF

biz.data.

gov.uk

UniSTS

UniRef

UniPath-way

UniParc

Taxo-nomy

UniProt

Reactome

PubMed

PubChem

PRO-SITE

ProDom

Pfam PDB

KEGG Reaction

KEGG Pathway

KEGG Glycan

KEGG Enzyme

KEGG Drug

KEGG Cpd

InterPro

HomoloGene

Gene Ontology

GeneID

GenBank

Affy-metrix

BibBaseBBC

Wildlife Finder

BBC Program

mesBBC

rdfaboutUS Census

Geographic

Publications

Government

Cross-domain

Life sciences

User-generated content

latest LOD cloud

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

Why – Benefits

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 »  …

Increase in CTR

•  Yahoo performed a study that showed > 15% increase in CTR on some sites as a result of using Rich snippets

Search Engine ver2cals

•  Addi2onal rewards for encoding rich snippets on your site.

•  Search ver2cals leveraging consump2on of structured data

•  Products, recipes, places ..

Visibility in local Search

Visibility in new products consuming RDFA

Consuming mul2ple microformats

The Catch?

So what is the catch or is there one?

•  Adop2on •  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?

June 2, 2011 JUST IN TIME FOR SEMTECH 2011?

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

Barbara Starr Email: bstarr@Ontologica.us

Twitter: @BarbaraStarr

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The RDFa, seo wave

Technology