SEO Meets Semantic Web - Saint Patrick's Day 2015-Meetup

SEO Meets Semantic Web(Meets St. Patrick’s Day)

Welcome!

Eric FranzonManaging PartnerSemantic Fuse

A Roadmap for SEO Today and Tomorrow

SemanticWeb:

Semantic Webis like the harmonica

Easy to play

Easy to play; takes work to master.

What we’ll discuss

• What is Semantic Web?• Who’s using it?• What makes it work?

What Is Semantic Web?

• A Web-scale architecture• A metadata technology• A layer of meaning on the Web• In use TODAY!

What Is it Not?• A software package

• Something that will everbe “done”

• A replacement for thecurrent Web

What Is it Not?• Limited to the public WWW

• A pipe dream

• A silver bullet

• HAL 9000 or Skynet

• Globally• Inexpensively• In Real-Time

(public)WorldWideWeb

Based on W3C Standards

Behind the Firewall

(public)WorldWideWeb

SemanticWeb

SPARQL

Behind the Firewall

SemanticWeb

SPARQL

• to connect DATA• to make information

interpretable by machines

Semantic Web Standardsare used…

Machine Interpretationas the Web Evolves…

Web 1.0 – Linking Documents

Web 1.0

“I see: characters + formatting + images”--my Computer

Web 1.0 – Linking DocumentsWeb 2.0 – Linking People

Web 2.0

“I see: characters + formatting + images”--my Computer

It’s hard to interpret meaning when all you see are characters,

images, and formatting.

Context is critical.

Web 1.0 – Linking DocumentsWeb 2.0 – Linking PeopleWeb 3.0 – Linking Data

Web 3.0 – Linking DataTitle

Format

Web 3.0 – Linking DataTitle

Format

Band“I see: things + relationships. This is about a collection of music.”

Q: What does “Linked Data” have to do with Semantic Web?

A Quick word of disambiguation…

Semantic Web- A vision for a web of data

Semantic Web Standards- A specific set of standards

Linked Data- One application area of those

standards

Semantic WebStandards

SemanticWeb

LinkedOpenData

Semantic WebStandards

SemanticWeb

LinkedOpenData

LinkedData

Linking Open Data ProjectMay, 2007

September 2011

August 2014

Data from these trusted sourcesis available for you

to use in your applications TODAY.

Data you can LINK to.

Semantic Data that is machine READABLE.

…and machine INTERPRETABLE!

Who’s Using Semantic Web Standards?

• Healthcare / Life Sciences• Financial Services• Manufacturing / Retail• Marketing, Advertising• SEO/SEM• Libraries• Archives• Museums • Governments

Who’s Using Sem Web?

What it looks like

• Activities• Businesses• Groups• Organizations• People• Places• Products and Entertainment• Websites

Used to Describe

What it looks like

What it looks like<meta property='og:image' content="http://ia.media-imdb.com/images/M/MV5BMjA0MDYyNzczN15BMl5BanBnXkFtZTYwNjMzNjMz._V1_.jpg" />

Actor: Lawrence of Arabia. A leading man of prodigious talents, Peter O'Toole was raised in Leeds, England, the son of Constance Jane Eliot (Ferguson), a Scottish nurse, and Patrick Joseph O'Toole, an Irish bookie. As a boy, he decided to become a journalist, beginning as a newspaper copy boy. Although he succeeded in becoming a reporter, he discovered the theater and made his stage debut at 17. He served as a radioman in ..." />

What is schema.org?

“…A collection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major search providers.”

e.g. Product Markup

What it looks like

e.g. TV Episode Markup

What it looks like

e.g. Company

What it looks like

Based on a sample of 12 billion web pages:

• ~5 million domains (6% of domains)

• 15 billion entities

• 65 billion triples

• 2.5 billion pages (~21% of pages)-Reported in an August 2014 SemTechBiz Keynote by R. V. Guha, Google Fellow

Schema.org Adoption

A work in progress

Growing Up• ~ 100 categories at launch in 2011• ~1200 by Sept. 2014

• Bibliographic Relationships & Periodicals (Sept. 2, 2014)

• Music, Video Games, Sports, breadcrumbs, itemList (Dec. 11, 2014)

• VisualArtwork, Invoices (Feb. 5, 2015)• Fixes to documentation, examples, &

general bugs (ongoing)

Growing Pains

• Immature tools for• Publishing• Parsing• Evaluating

• Lack of understanding/Misinformation

• Incorrect Signals being sent

• Global companies showing as local• Old data• Entities mismatched to concepts

Feeling the Pain

When it does work, though…

What makes SemWeb work?

The Technologies of SemWeb

• Data• Schemas• Query Language

The Data Language

ResourceDescriptionFramework

“RDF is good for distributing dataacross the Web and pretendingit’s in one place.”

-Dean Allemang, Author, Semantic Web for the Working Ontologist

• to connect DATA• to make it interpretable

by machines

RDF is used…

RDF is made up of triples!

1. By uniquely identifying THINGS2. By uniquely identifying RELATIONSHIPS3. By using TRIPLES

Machine Interpretable - How?

So, what’s a THING?

1. By uniquely identifying THINGS

A THING is anything that can be uniquely identified by a URI or a literal (string)

My postal code

The White House

L.A. County’s sales tax rate

http://ericaxel.com/eric.rdf#me

http://www.city-data.com/zips/59801.html

Lat: 38.89859 Long: -77.035971

9.750 %

http://ericfranzon.com/harpcase.jpg

This is a collection of THINGS:

t_peopleName City State Post codeBill Carlsbad CA 92008Eric Missoula MT 59801

Who’s your daddy?

1. By uniquely identifying THINGS2. By uniquely identifying RELATIONSHIPS

Is Father of

Is Father ofhttp://ericaxel.com/eric.rdf#me

<owl:ObjectProperty rdf:ID="isFather"><rdfs:domain rdf:resource="#Person"/><rdfs:range rdf:resource="#Person"/>

</owl:ObjectProperty>

http://ericaxel.com/eric.rdf#mens:isFather

Is Father of

ns:isFather

1. By uniquely identifying THINGS2. By uniquely identifying RELATIONSHIPS3. By using TRIPLES

What’s a triple?

The Building block of RDF

The Triple

Triples? It’s Elementary! (School)

song has title.

Relationship

Predicate

song has title.

That is a Triple!

“This band recorded a song.”

“This recording is part of a collection.”

“This item has a barcode.”

“I like blues.”

“I like B.L.U.E.S.”

“This image can be used non-commercially.”

“My email address is eric.franzon@gmail.com.”

Triples? It’s Elementary!

Song Has Title “Title”

Eric Created Webpage

Image Has License CC Non-Commercial

Make AssertionsSu

Predicates

Author Title

PublisherLyrics

A Simple Graph

The Trouble with Triples

Visualization of graph from Pharma space- Cytoscape.org

Where does one store triples?

In a “triple store”

Where does one store triples?

• Native Semantic Web stores• RDBMS databases• As native files (.rdf)• Woven into documents (RDFa)• Generated on the fly

Just so you know…There are many ways of representing RDF:

• RDF/XML• N3• JSON-LD• N-Triples

• Turtle• RDFa• Microdata• Microformats

Each has pros and cons, but they all connect THINGS and RELATIONSHIPS into TRIPLES

The Schemata

Linked Data schemas consist of:

Your RDF relationships (predicates)+

Relationship descriptions

SemWeb Schemata

id First Name Last Name

1 Barbara Starr

Schema

Initial Schema

hasIDhasFirstName hasLastName

Barbara Starr1

owl:sameAs

hasSurname

Relationshipdescription

Choosing Relationships

• Reuse popular vocabularies– FOAF (Friend-of-a-friend)– Dublin Core (library/publisher metadata)– SIOC (Semantically-Interlinked Online

Communities)– Schema.org

• ...or make up your own!

1. Resource Description Framework Schema (RDFS): Simple, hierarchical classes

2. Simple Knowledge Organization System (SKOS): Port taxonomies to the Semantic Web

3. Web Ontology Language (OWL): Complex logical relationships

Relationship Descriptions

Worldcat.org

• A project of the OCLC

Vocabulary Combination “in the wild”

The query language

SPARQLProtocolAndRDFQueryLanguage

SPARQL

SPARQL allows us to:

• Pull values from structured & semi-structured data

• Explore data by querying unknown relationships

• Perform complex joins of disparate databases in a single, simple query

• Transform RDF data from one vocabulary to another

--Lee Feigenbaum, Cambridge Semantics

<likes>

<likes>

<likes>

Chicago, Illinois

On the shores of Lake Michigan, Chicago is one of the major…

<likes>

Chicago, Illinois

<wrote>

<likes>

Chicago, Illinois

<wrote>

<likes>

Chicago, Illinois

<likes>

What can we ask of a system like this?

Chicago, Illinois

<likes>

Chicago, Illinois

<likes>

What does Eric Like?

Chicago, Illinois

<likes>

What has a Creative Commons License?

Chicago, Illinois

<likes>

What license does THIS document have?

Chicago, Illinois

<likes>

What is liked by anyone who has lived somewhere that is the subject of a document Bob has written?

SPARQL Queries

SPARQL Example #1(specific endpoint – dbPedia)

Artists/Albums produced by PharrellPREFIX d: <http://dbpedia.org/ontology/>SELECT ?artistName ?albumNameWHERE {

?album d:producer :Pharrell_Williams .?album d:musicalArtist ?artist .?album rdfs:label ?albumName .?artist rdfs:label ?artistName .FILTER ( lang(?artistName) = "en" )FILTER (lang(?albumName) = "en" )

SPARQL Example #1

Musical artists who were born in or have a hometown in Irelandand the acts they performed with.

PREFIX dbo: <http://dbpedia.org/ontology/>

SELECT DISTINCT ?name ?person ?artist WHERE {?person foaf:name ?name .?person rdf:type <http://dbpedia.org/ontology/MusicalArtist> .?person <http://dbpedia.org/ontology/associatedMusicalArtist>

?artist .{?person dbo:hometown

<http://dbpedia.org/resource/Republic_of_Ireland> .}UNION {?person dbo:birthPlace

<http://dbpedia.org/resource/Republic_of_Ireland> .}

}ORDER BY ?name

SPARQL Example #2

A major retailer ran this query…

associated it with the catalog of albums it sells…

and delivered a set of recommended purchases for St. Patrick’s Day!

SPARQL Query #3

• Show me all landlocked countries• With populations > 50,000• Display the country names in English• Eliminate duplicates

SPARQL Query #3

PREFIX type: <http://dbpedia.org/class/yago/>PREFIX prop: <http://dbpedia.org/property/>SELECT ?country_name ?populationWHERE {

?country a type:LandlockedCountries ;rdfs:label ?country_name ;prop:populationEstimate ?population .

FILTER (?population > 15000000 && langMatches(lang(?country_name), "EN")) .} ORDER BY DESC(?population)

SPARQL Query #3 Results

SPARQL Query #3

PREFIX type: <http://dbpedia.org/class/yago/>PREFIX prop: <http://dbpedia.org/property/>SELECT ?country_name ?populationWHERE {

?country a type:LandlockedCountries ;rdfs:label ?country_name ;prop:populationEstimate ?population .

FILTER (?population > 15000000 && langMatches(lang(?country_name), "RU")) .} ORDER BY DESC(?population)

SPARQL Query #3 Results

• 8 KB text file with the .rdf extension• Hosted on my website• Information on me, my interests, and

people I know

My FOAF Profile

SPARQL Example #4(generic endpoint)

FOAF (some people that Eric Franzon knows)

PREFIX foaf: <http://xmlns.com/foaf/0.1/>SELECT ?nameFROM <http://ericaxel.com/eric.rdf>WHERE {

?knower foaf:knows ?known .?known foaf:name ?name .

SPARQL Example #4

Example #4 - Results

2 Disparate Data Sources:2 FOAF Profiles

SPARQL Example #5Querying two FOAF Profiles

PREFIX foaf: <http://xmlns.com/foaf/0.1/>PREFIX rdf: <http://www.w3.org/1999/02/22-rdf-syntax-ns#>SELECT ?nameFROM <http://ericaxel.com/eric.rdf>FROM <http://bosatsu.net/foaf/brian.rdf>WHERE {

?x rdf:type foaf:Person .?x foaf:name ?name .

Where’s the Data?

What’sThe

Question?

Another Benefit of querying Linked Data…

Data link to other data!

SPARQL Example #6

1. Find these pieces of information:• Episode number• Airdate • Guest star • Chalkboard gag • Couch gag

2. Order them by Episode number

SPARQL Example #6

SPARQL Example #6Bart Simpson's Linked Data (DBPedia)

SELECT ?epnum ?airdate ?guest_star ?chalkboard_gag?couch_gag WHERE {?s dbpedia2:airdate ?airdate .?s dbpedia2:blackboard ?chalkboard_gag .?s dbpedia2:guestStar ?guest_star .?s dbpedia2:episodeNo ?epnum .?s dbpedia2:couchGag ?couch_gag .} order by ?epnum

SPARQL Example #6

Following the Trail…

One More Thing…

A little bit can be powerful!

Questions? Operators are standing by.

THANK YOU!

eric@semanticfuse.com@EricAxelhttp://linkedin.com/in/ericfranzonhttps://plus.google.com/+EricFranzon

• Semantic Markup Infusion• Semantic Data Fusion• Semantic SEO• Semantic Roadmap/Audit• Semantic Streamlining of Product Feeds/Catalogs• Semantic Consulting/Training• Semantic Interest Graph Generation

Resourceshttps://flic.kr/p/6krdsM

https://flic.kr/p/p9jiDK

https://flic.kr/p/3q8afL

https://flic.kr/p/brJs4G

https://flic.kr/p/78rsTc

https://flic.kr/p/bpSeR2

http://www.flickr.com/photos/dawnmanser/3532853278/

http://www.flickr.com/photos/artolog/3983764041/

http://www.flickr.com/photos/97964364@N00/59780745/

http://www.flickr.com/photos/starwarsblog/

http://aldobucchi.com

http://www.addletters.com/pictures/bart-simpson-generator/3024046.htm

http://richard.cyganiak.de/2007/10/lod/

SEO Meets Semantic Web - Saint Patrick's Day 2015-Meetup

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Transcript of SEO Meets Semantic Web - Saint Patrick's Day 2015-Meetup

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