1. 1. Schema 201Real World Markup For success: From a Search Engine Perspective. By: Barbara Starr Twitter: @BarbaraStarr Email: bstarr@algebraixdata.com
2. 2. Meta InformationME Pursued a doctorate in Artificial Intelligence from South My favorite author:Africa in the 80s.Isaac Asimov Recruited to build intelligent/predictive trading systemson Wall StreetMigrated to government-based contracts, several ofwhich turned into real world products likeFavorite book: SIRI (PAL from DARPA) WATSON (Acquaint - IBM Watson Labs was a team I Robotmember) From the vantage of a semantic technologist, I keenlywatched the evolution of the Semantic Web. Shocked into the real world when working as aconsultant @ Overstock Today - Educator, Consultant, Developer, Strategist Favorite character: MULTIVACBy: Barbara StarrTwitter: @BarbaraStarrEmail: bstarr@algebraixdata.comLinkedin: http://www.linkedin.com/in/barbarastarr
3. 3. Additional Metainformation For the purpose of this talk: MY ROBOT or Artificially Intelligent Entity or Search Engine LO W same-asLOWLO WMetadata Structured MarkupSemantic Markupsame-assame-as
4. 4. By Barbara StarrTwitter: @BarbaraStarrLinkedin: http://www.linkedin.com/in/barbarastarr
5. 5. SEARCH ENGINE POINT OF VIEWSorry guys, but its backto me. He is a headless browser (likeStructured markupgooglebot and bingbot) for real worldAnd does not talk to success! Just humans!some backgroundfirst!
6. 6. SEARCH ENGINE POINT OF VIEW There are many meansby which I can exploit When listening to structured markup!me, bear in mindthat if you make me happy, you will be too!
7. 7. SEARCH ENGINE POINT OF VIEWI can directly extractinformation from Searchmonkey 2008 structured markup to enhance SERP displays tilesRICH SNIPPETS 2009
8. 8. SEARCH ENGINE POINT OF VIEWI can search directly on consumed metadata!
9. 9. SEARCH ENGINE POINT OF VIEWI can provide direct answers to queries bysearching onconsumed, verified and validated information
10. 10. SEARCH ENGINE POINT OF VIEW I can even aggregateanswers or deducethem (like a timeline ofevents)I can also leverage it to expose more relevantanswers in the long tailof search
11. 11. SEARCH ENGINE POINT OF VIEW ?I can detectPenn Treebank tagsetrelevancy signals: i.e what content to show to what I can even use it in I can use it toaudienceconjunction withAssist in interpreting a machine learning user querytechniques- to eg.Train other components
12. 12. SEARCH ENGINE POINT OF VIEWI can combine it withcomputer visiontechniques.I can leverage metadata for better imagesearch SIRII can enhanceusers shoppingexperience.
13. 13. SEARCH ENGINE POINT OF VIEW I could really useMultiple conflicting this stuff. And it vocabularies that I willis like the tower have to align internally of babel outand multiple syntaxthere!formats as well. ?MicrodataMicroformatsRDFa Goodrelations for e-commerce Im a Search Engine RobotPrior to Schema.org
14. 14. Timeline of RDFa and Semantic Web AdoptionAs of Semtech 2011 June 2 Schema.org announcedInevitable passage of Semantic Web adoption culminating in schema.org
15. 15. Prolific growth of the LOD Cloud
16. 16. SEARCH ENGINE POINT OF VIEW A Search Engine alliance has the power to MANDATEAlign and consume vocabulary and syntax!many vocabularies that may not be of interest to searchengines? Rather mandate vocabularyAnd Syntax - microdata
17. 17. Bringing Order from Chaos On subjects Search Engines are Interested in!With great: Tools Mappings And more From the W3C17
18. 18. SEARCH ENGINE POINT OF VIEWKnow rather thanSymbolic reasoning vsrecognize probabilistic reasoning!INTRODUCING THE KNOWLEDGE GRAPH
19. 19. And speaking ofSEARCH ENGINE POINT OF VIEW the knowledgegraph or Folks finding answers knowledgeon my page nevercarousel!even have to click through to yours!I can even now start to deriveassociations orrelationships between entities.
20. 20. SEARCH ENGINE POINT OF VIEWI find it so helpful that I would really like to be able to keep all thatvalidated verified information to myself!
21. 21. SEARCH ENGINE POINT OF VIEWI find it so helpful that I would really like to be able to keep all thatvalidated verified information to myself!Check out this great datahighlighter. The information is available only to me andnot to any other search bots!Can you believe I have been accused of hijacking structured markup?
22. 22. SEARCH ENGINE POINT OF VIEW How do I make thisinformation findableand visible to users? I could use yourassistance as follows!
23. 23. SEARCH ENGINE POINT OF VIEW Mark up as Ensure the following match:much on page markup information as data in any feeds youyou can.submit information visible to theuser/human! Enrich yourcontent/data. Rich markup sends richsignals to searchengines.
24. 24. SEARCH ENGINE POINT OF VIEWAs an example, look at Clearly, if you do not populate the color the filters that show upattribute, it is not possible on the left hand side in for your product to showGoogle Shopping.up in that filter.
25. 25. SEARCH ENGINE POINT OF VIEW This same type of logicalso applies to the various verticals(however at a higher For example, searching in level in the searchthe recipe vertical, if youtaxonomy so to speak)have not entered recipe information, your results willbe filtered out from thatSERP result set.
26. 26. SEARCH ENGINE POINT OF VIEWAdding context in search verticals really Googles SearchVerticalshelps me serve uprelevant information Notice any correlations? (Seriously increases myI would advise you to! recall), as doesgeospatial information. Consumed information - Structured Data DashboardConsequently, drillingdown into a query using more and more filters,enables me to betterrefine my understanding of the intent of yoursearch .
27. 27. Visibility and misperceived information exposureoutweighs Risk as the exposure is controllable Reward RISKVisibility overpowers RiskIn fact, if correctly done, Risk is completely controllable!Determining what data to expose is optional, controllable and a business dependent decision.
28. 28. Quantifiable, Measurable, Avoidable Fine line between visibility & exposing information? Completely controllable Completely Avoidable Business dependent solution Level 5 Place Holder
29. 29. SEARCH ENGINE POINT OF VIEW My social counterpartshave been leveraging structured markup(rdfa) for theirThey are also leveraging it opengraph protocol forin their newly releasedquite some time. graph search! Not only that, they are even building an entity graph notdissimilar from myknowledge graph!The Open Graph Protocol enables you tointegrate your Web pages into the social graphExample of crowdsourcedentity graph info source - places
30. 30. SEARCH ENGINE POINT OF VIEWRunning Out of timeAdvice Summary!
31. 31. SEARCH ENGINE POINT OF VIEW Mark up everythingyou can. (withinreason and yourMake sure that business priorities) everything you mark up isalso visible to the human end user. If not, you are cloaking!
32. 32. SEARCH ENGINE POINT OF VIEWMake sure your information is fresh andthere are no stale links.Dont try to spam me. Youwill not only run the risk ofa penalty, but you will alsolose my trust. (the latter isan important signal in andof itself!)
33. 33. SEARCH ENGINE POINT OF VIEW Ensure your data is of thehighest possible quality(Cleaned and scrubbed)and richly attributed. Thatwill ensure your maximumvisibility in my verticals and search filters.
34. 34. SEARCH ENGINE POINT OF VIEW Mark up information not yet consumed by searchengines to get theadvantage of extra liftCheck the list to see when it is adopted.what is coming outnext! Schema.org isdynamic and is growing!
35. 35. SEARCH ENGINE POINT OF VIEWEnsure your images are Stay tuned for way enhanced and more to come in the notalso marked up. too distant future!
36. 36. Bye for nowBy Barbara StarrTwitter: @BarbaraStarrLinkedin: http://www.linkedin.com/in/barbarastarrE-mail: bstarr@algebraixdata.com