1. 1. schema.org updatePeter Mika (Yahoo! Research)Alex Shubin (Yandex)
2. 2. What is schema.org
3. 3. The world before schema.org Multiple incompatible formats: microformats, RDFa, microdata Varying degrees of adoption Not all formats are supported by all search engines Multiple competing schemas (ontologies) Consumers support different existing alternatives orcreate their own(Bing, Facebook, Google, Yahoo, Yandex) Not clear which schemas have adoption, who isresponsible for maintaining them
4. 4. schema.org Agreement on a shared set of schemas Bing, Google, and Yahoo! as initial founders(June, 2011) Sitemaps for content Single format to communicate the same information to allconsumers schema.org covers common types of web content Initial work around business listings (local), creative works (article, video), reviews
5. 5. schema.org evolution Yandex joins schema.org in Nov, 2011 Definition and adoption of RDFa Lite 1.1 Subset of the features of RDFa 1.1 W3C Recommendation since June, 2012 Two W3C task forces within the SW Interest Group (SWIG) Web schemas TF for ongoing collaborations on schema extensions, mappings, tooling etc. public-vocabs@w3.org HTML Data TF finished in December, 2011 HTML Data Guide Microdata RDF: Transformation from HTML+Microdata toRDF
6. 6. schema.org evolution II. Growing number of 3rd party contributions rNews (news) Health and Life Sciences GoodRelations (e-commerce)NEW Resolved representational issues External enumerations Multiple types in microdata (additionalType property) Improvements to validators Bing, Google and Yandex test tools
7. 7. Documentation and OWL ontology
8. 8. Schema.org in YandexYandex.com
9. 9. Most popular search engine inRussia
10. 10. About Yandex Most visited russian website (Comscore) Operating in CIS and Turkey On NASDAQ since 2011 (Mkt Cap: 7B) Not just web search: Yandex.Images, Yandex.Video, Yandex.News, Yandex.Auto,
11. 11. Markup usage Web search: rich snippets Improving vertical searches databases Yandex.News, Yandex.Video, Yandex.Images, Yandex.Directory, Yandex.Auto, Y andex.Dictionaries Data types: organizations/places, reviews, recipes, news, Formats: schema.org, microformats, opengraph, microdata
12. 12. Web Search snippet
13. 13. Organizations search example
14. 14. Markup statistics Format Microforma Opengraph Schema.or tsg % urls5,8%8,4%2,6%Schema.org3.00%2.50%2.00%1.50% % urls1.00%0.50%0.00%2.06.11 1.08.11 1.12.11 1.04.12 1.08.12 13.11.12
15. 15. Yandex semantic activity Markup testing tool: schema.org, microformats, og, rdfa http://bit.ly/YndxTool Education and promotion http://bit.ly/SchmIntr, http://bit.ly/SchmVideo Proposals for schema.org: audience, breadcrumbs,
16. 16. Future plans
17. 17. Future plans Second schema.org workshop in 2013 Bringing together developers, publishers andconsumers Similar format to the first schema.org workshop inSept, 2011 Improvements to schema.org infrastructure Improved documentation with RDFa examples Modularization Additional extension proposals on the Wiki, e.g.audience, technical publishing, datasets