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  

17  

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

KEGG

PubMed

GeneID

Pfam

UniProt

OMIM

PDB

SymbolChEBI

Daily Med

Disea-some

CAS

HGNC

InterPro

Drug Bank

UniParc

UniRef

ProDom

PROSITE

Gene Ontology

HomoloGene

PubChem

MGI

UniSTS

GEOSpecies

Jamendo

BBCProgramm

es

Music-brainz

Magna-tune

BBCLater +TOTP

SurgeRadio

MySpaceWrapper

Audio-Scrobbler

LinkedMDB

BBCJohnPeel

BBCPlaycount

Data

Gov-Track

US Census Data

riese

Geo-names

lingvoj

World Fact-book

Euro-stat

IRIT Toulouse

SWConference

Corpus

RDF Book Mashup

Project Guten-berg

DBLPHannover

DBLPBerlin

LAAS- CNRS

Buda-pestBME

IEEE

IBM

Resex

Pisa

New-castle

RAE 2001

CiteSeer

ACM

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

QDOS

Pub Guide

Open Calais

RDF ohloh

W3CWordNet

OpenCyc

UMBEL

Yago

DBpedia

Freebase

Virtuoso Sponger

LOD  cloud  –  Sept  22  2010  

As of September 2010

MusicBrainz

(zitgist)

P20

YAGO

World Fact-book (FUB)

WordNet (W3C)

WordNet(VUA)

VIVO UFVIVO

Indiana

VIVO Cornell

VIAF

URIBurner

Sussex Reading

Lists

Plymouth Reading

Lists

UMBEL

UK Post-codes

legislation.gov.uk

Uberblic

UB Mann-heim

TWC LOGD

Twarql

transportdata.gov

.uk

totl.net

Tele-graphis

TCMGeneDIT

TaxonConcept

The Open Library (Talis)

t4gm

Surge Radio

STW

RAMEAU SH

statisticsdata.gov

.uk

St. Andrews Resource

Lists

ECS South-ampton EPrints

Semantic CrunchBase

semanticweb.org

SemanticXBRL

SWDog Food

rdfabout US SEC

Wiki

UN/LOCODE

Ulm

ECS (RKB

Explorer)

Roma

RISKS

RESEX

RAE2001

Pisa

OS

OAI

NSF

New-castle

LAAS

KISTIJISC

IRIT

IEEE

IBM

Eurécom

ERA

ePrints

dotAC

DEPLOY

DBLP (RKB

Explorer)

Course-ware

CORDIS

CiteSeer

Budapest

ACM

riese

Revyu

researchdata.gov

.uk

referencedata.gov

.uk

Recht-spraak.

nl

RDFohloh

Last.FM (rdfize)

RDF Book

Mashup

PSH

ProductDB

PBAC

Poké-pédia

Ord-nance Survey

Openly Local

The Open Library

OpenCyc

OpenCalais

OpenEI

New York

Times

NTU Resource

Lists

NDL subjects

MARC Codes List

Man-chesterReading

Lists

Lotico

The London Gazette

LOIUS

lobidResources

lobidOrgani-sations

LinkedMDB

LinkedLCCN

LinkedGeoData

LinkedCT

Linked Open

Numbers

lingvoj

LIBRIS

Lexvo

LCSH

DBLP (L3S)

Linked Sensor Data (Kno.e.sis)

Good-win

Family

Jamendo

iServe

NSZL Catalog

GovTrack

GESIS

GeoSpecies

GeoNames

GeoLinkedData(es)

GTAA

STITCHSIDER

Project Guten-berg (FUB)

MediCare

Euro-stat

(FUB)

DrugBank

Disea-some

DBLP (FU

Berlin)

DailyMed

Freebase

flickr wrappr

Fishes of Texas

FanHubz

Event-Media

EUTC Produc-

tions

Eurostat

EUNIS

ESD stan-dards

Popula-tion (En-AKTing)

NHS (EnAKTing)

Mortality (En-

AKTing)Energy

(En-AKTing)

CO2(En-

AKTing)

educationdata.gov

.uk

ECS South-ampton

Gem. Norm-datei

datadcs

MySpace(DBTune)

MusicBrainz

(DBTune)

Magna-tune

John Peel(DB

Tune)

classical(DB

Tune)

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

SGD

Reactome

PubMed

PubChem

PRO-SITE

ProDom

Pfam PDB

OMIM

OBO

MGI

KEGG Reaction

KEGG Pathway

KEGG Glycan

KEGG Enzyme

KEGG Drug

KEGG Cpd

InterPro

HomoloGene

HGNC

Gene Ontology

GeneID

GenBank

ChEBI

CAS

Affy-metrix

BibBaseBBC

Wildlife Finder

BBC Program

mesBBC

Music

rdfaboutUS Census

Media

Geographic

Publications

Government

Cross-domain

Life sciences

User-generated content

latest  LOD  cloud  

How  to  catch  the  wave  

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

DEMO    

How  to  use  allegrograph  visualiza2on  to  ensure  your  RDFa  is  correct  

July  16,  2010