Semantic Web Spotlight

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THE SEMANTIC WEB

THE SEMANTIC WEBWHAT IS IT ALL ABOUT?

Copyright © 2014 gro

“The Semantic Web is not a separate Web but an extension of the current one, in which information is given well-defined meaning, better enabling computers and people to work in cooperation.”- Tim Berners-Lee


- The Social Web, driven by Facebook, has exponentially increased the amount of data and connections online.

- The Semantic Web challenges us to use technology to understand the vast amount of data at our disposal and create a far better experience for users.

- ”Semantics” is the branch of linguistics and logic concerned with meaning and the Semantic web will delivering a great customer experience based on understanding each customer’s intentions, preferences and needs.

Social Web Semantic WebInformation Web

SEMANTIC SEARCHAND SCHEMA.ORG


What is Semantic Search?

Google has been building an entity knowledge vault for over a decade.

Entity = people, places and things.

This helps Google understand and answer search queries intelligently. For example if you search for ‘Oscars Best Actress 2015’


What is Schema.org?

- A collaboration between the biggest search engines to develop a common mark-up language.

- Mark-ups help search engines interpret content on a web page eg the reference to ‘Kelly Brook’ here is marked up as a person

-This makes is easier for Search engines to gather content at scale for every entity

Google recently announced they have data on over 1 billion entities.


Men’s Wearhouse have marked up prices, rating and reviews. Google shows this data in the search result – this additional data is called “Rich Snippets”

This helps Google to improve customer experience directly in their results pagesIt helps Men’s Warehouse as Rich Snippets inform increase click throughs.

Search engine results pages are becoming richer and richer with Google shortly planning to even add “Buy Now” buttons into search results.

Schema Mark Ups in Action


Schema 2.0 was announced in May 2015

Schema 2.0 allows organisations to establish Their own schemas for example Tesco could Create schema.tesco.com mark-up vocabulary covering different types of product,specific features, discounts and availability.

Topical vocabularies can also be created e.g. nutrition.schema.org.

This will further search engine entity knowledge build up – and will allow forward thinking companies to be further rewarded by the search engines

SEMANTIC WEB:BEYOND SEARCH AS WE KNOW IT


Semantic Experience is at the heart of Facebook’s Strategy

After clicking on the article to the right, you are now presented with related news links from other sources.

A similar thing happens when you like a new page.

Facebook has more data on connections and preferences than any company in the world – with the right semantic framework the opportunities could be mind-blowing.


Semantic Experience Translated to Mobile

Apple’s iOS 9 will feature ‘Proactive’ Siri update.

Works across apps to make smart suggestions and predict behavior.

e.g. You have a trip to Milan in your calendar, Siri automatically generates a list of restaurants/places-of-interest there.

‘Google Now On Tap’ is the Android version and will go even further – using machine learning to suggest information before you’ve even searched.

THE SEMANTIC WEBACTION POINTS


Look for schema categories that fit the content of your website eg http://schema.org/Productfor e-commerce or http://schema.org/Person for content publishers.

In the above example you can see how the “aggregateRating” tag leads to the rating being displayed on the search results page for Men’s Wearhouse

Actionable 1: Mark Up Your Content

http://schema.org/Product

http://schema.org/Person


MTV has had great success with their ‘artists’ hub pages, boosting organic traffic significantly.

They aggregate videos/photos and news content.

Start by aggregating content for each entity you deal with into topical hub pages

Actionable 2: Content Aggregation


Actionable – 3: Boost Customer Experience

Ticketmaster hub pages deliver fantastic CX

Go the extra mile to give customers what they are really looking for for each key entity

User Generated Content

Monetization

Unique Content


Entity preferences help you understand your customer.

Sites like Spotify, Amazon and MTV seek to anticipate user needs and deliver it with “similar to” sections.

By understanding habits and preferences you can deliver a great CUSTOMER EXPERIENCE (CX).

I listen to Ed Sheeran

Spotify helps me discover similar artists

I have a great experience finding new music

Spotify keeps me hooked.

Actionable 4: Customisation

THE SEMANTIC WEBKEY TAKEAWAYS


Personalisation is no longer a feature, with the semantic web, it will become the norm and customers will expect it.

Look at the big picture – like Google and Facebook – on how you can use entity preference data (and other user data) to understand what customers are looking for and customise their experience accordingly.

From a tactical POV, to increase organic traffic, obsessively focus on your key entities and delivering best in class, structured, aggregated content for those entities.

Entities, Quality Content, Customisation

Semantic Web Spotlight

Marketing

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