What does schema.org offer the web manager?

Phil BarkerJISC CETISHeriot-Watt University

phil.barker@hw.ac.uk@philbarker

Outline

• What is schema.org• How does schema.org work• What does schema.org offer• Questions and answers(but not necessarily in that order)

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

…easier for people to find relevant information…

Will schema.org increase page rank?

Probably not, but there is more to making information easier to find than that

http://blogs.cetis.ac.uk/philb/2012/05/25/will-using-schemaorg-metadata-improve-my-google-rank/

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

… on-page markup …

Web page about me

Information about me… on-page markup …

my name photo of me… on-page markup …

about my employer… on-page markup …

my employer’s address… on-page markup …

my web page URL… on-page markup …

1. <div>2. <h1>Phil Barker </h1>3. <img src="philb.jpg" alt="mug shot of me”/> 4. <p> <strong>Learning Technology

Adviser</strong><br /> 5. <a href="http://www.icbl.hw.ac.uk/”>Institute

for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of

Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br /> 8. <a href="http://www.hw.ac.uk/">Heriot-Watt

University</a>,<br /> 9. Edinburgh, EH14 4AS<br /> 10. <strong>Tel.</strong> 0131 451 3278<br /> 11. <strong>Fax.</strong> 0131 451 3327<br /> 12. <strong>Email</strong> <a

href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a

href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>

14. </p> 15. <p>My main interests are supporting the use of

learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>

…

1. <div>2. <h1>Phil Barker </h1>3. <img src="philb.jpg" alt="mug shot of me”/> 4. <p> <strong>Learning Technology

Adviser</strong><br /> 5. <a href="http://www.icbl.hw.ac.uk/”>Institute

for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of

Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br /> 8. <a href="http://www.hw.ac.uk/">Heriot-Watt

University</a>,<br /> 9. Edinburgh, EH14 4AS<br /> 10. <strong>Tel.</strong> 0131 451 3278<br /> 11. <strong>Fax.</strong> 0131 451 3327<br /> 12. <strong>Email</strong> <a

href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a

href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>

14. </p> 15. <p>My main interests are supporting the use of

learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>

…

1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1>Phil Barker </h1>3. <img src="philb.jpg" alt="mug shot of me”/> 4. <p> <strong>Learning Technology

Adviser</strong><br /> 5. <a href="http://www.icbl.hw.ac.uk/”>Institute

for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of

Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br /> 8. <a href="http://www.hw.ac.uk/">Heriot-Watt

University</a>,<br /> 9. Edinburgh, EH14 4AS<br /> 10. <strong>Tel.</strong> 0131 451 3278<br /> 11. <strong>Fax.</strong> 0131 451 3327<br /> 12. <strong>Email</strong> <a

href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a

href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>

14. </p> 15. <p>My main interests are supporting the use of

learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>

…

1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1>Phil Barker </h1>3. <img src="philb.jpg" alt="mug shot of me”/> 4. <p> <strong>Learning Technology

Adviser</strong><br /> 5. <a href="http://www.icbl.hw.ac.uk/”>Institute

for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of

Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br /> 8. <a href="http://www.hw.ac.uk/">Heriot-Watt

University</a>,<br /> 9. Edinburgh, EH14 4AS<br /> 10. <strong>Tel.</strong> 0131 451 3278<br /> 11. <strong>Fax.</strong> 0131 451 3327<br /> 12. <strong>Email</strong> <a

href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a

href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>

14. </p> 15. <p>My main interests are supporting the use of

learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>

…

1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img src="philb.jpg" alt="mug shot of me”/> 4. <p> <strong>Learning Technology

Adviser</strong><br /> 5. <a href="http://www.icbl.hw.ac.uk/”>Institute

for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of

Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br /> 8. <a href="http://www.hw.ac.uk/">Heriot-Watt

University</a>,<br /> 9. Edinburgh, EH14 4AS<br /> 10. <strong>Tel.</strong> 0131 451 3278<br /> 11. <strong>Fax.</strong> 0131 451 3327<br /> 12. <strong>Email</strong> <a

href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a

href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>

14. </p> 15. <p>My main interests are supporting the use of

learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>

…

1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img itemprop="image" src="philb.jpg" alt="mug shot of

me”/> 4. <p> <strong>Learning Technology

Adviser</strong><br /> 5. <a href="http://www.icbl.hw.ac.uk/”>Institute

for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of

Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br /> 8. <a href="http://www.hw.ac.uk/">Heriot-Watt

University</a>,<br /> 9. Edinburgh, EH14 4AS<br /> 10. <strong>Tel.</strong> 0131 451 3278<br /> 11. <strong>Fax.</strong> 0131 451 3327<br /> 12. <strong>Email</strong> <a

href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a

href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>

14. </p> 15. <p>My main interests are supporting the use of

learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>

…

1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img itemprop="image" src="philb.jpg" alt="mug shot of

me”/> 4. <p> <strong>Learning Technology

Adviser</strong><br /> 5. <a href="http://www.icbl.hw.ac.uk/”>Institute

for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of

Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br /> 8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br

/> 9. Edinburgh, EH14 4AS<br /> 10. <strong>Tel.</strong> 0131 451 3278<br /> 11. <strong>Fax.</strong> 0131 451 3327<br /> 12. <strong>Email</strong> <a

href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a

href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>

14. </p> 15. <p>My main interests are supporting the use of

learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>

…

1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img itemprop="image" src="philb.jpg" alt="mug shot of

me”/> 4. <p> <strong>Learning Technology

Adviser</strong><br /> 5. <a href="http://www.icbl.hw.ac.uk/”>Institute

for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of

Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br /> 8. <span itemprop=“affiliation” itemscope itemtype=“http://schema.org/CollegeOrUniversity “> 9. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br /> 10. Edinburgh, EH14 4AS<br/> 11. </span> 12. <strong>Tel.</strong> 0131 451 3278<br /> 13. <strong>Fax.</strong> 0131 451 3327<br /> 14. <strong>Email</strong> <a

href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />15. <strong>Homepage</strong> <a

href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>

16. </p> 17. <p>My main interests are supporting the use of

learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>

…

1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img itemprop="image" src="philb.jpg" alt="mug shot of

me”/> 4. <p> <strong>Learning Technology

Adviser</strong><br /> 5. <a href="http://www.icbl.hw.ac.uk/”>Institute

for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of

Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br /> 8. <span itemprop=“affiliation” itemscope itemtype=“http://schema.org/CollegeOrUniversity“>9. <a itemprop=“url” href="http://www.hw.ac.uk/">10. <span itemprop=“name”>Heriot-Watt

University</span></a>,<br /> 11. Edinburgh, EH14 4AS<br/> 12. </span>13. <strong>Tel.</strong> 0131 451 3278<br /> 14. <strong>Fax.</strong> 0131 451 3327<br /> 15. <strong>Email</strong> <a

href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />16. <strong>Homepage</strong> <a

href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>

17. </p> 18. <p>My main interests are supporting the use of

learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>

…

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

Rich Snippets Testing Toolhttp://www.google.com/webmasters/tools/richsnippets

Item Type: http://schema.org/personimage = http://www.icbl.hw.ac.uk/~philb/philb.jpg name = Phil Barker jobtitle = Learning Technology Adviser affiliation = Item( 1 )

Item 1 Type: http://schema.org/collegeoruniversityurl

text = Heriot-Watt University href = http://www.hw.ac.uk/

name = Heriot-Watt University

… search engines understand the information …

Principles of physicsPublished: 1994Author: Hans C. OhanianISBN:0-393-96575-9Subjects covered: physics, Academic level: First year undergraduateResource type: Text bookFormat: Hardback, no dustwrapperPrice: £40

<section itemscope itemtype="http://schema.org/Book"> <header> <h1 itemprop="name">Principles of physics</h1> </header><p itemprop="author" itemscope itemtype="http://schema.org/Person"><strong>Author:</strong> <a itemprop="url" href="http://www.librarything.com/author/ohanianhansc"><span itemprop="name">Hans C. Ohanian</span></a></p><p><strong>ISBN:</strong><span itemprop="isbn">0-393-96575-9</span></p> <p><strong>Subjects covered:</strong> <span itemprop="about" itemscope itemType="http://schema.org/Intangible"><link itemprop="url" href="http://example.com/physics"><span itemprop="name">physics</span></span><p><strong>Resource type:</strong> <span itemprop="genre">Text book</span></p><p><strong>Format:</strong> <link itemprop="bookFormat" href="http://schema.org/Hardback" /> Hardback, no dustwrapper</p> <p itemprop="offers" itemscope itemtype="http://schema.org/Offer"><strong>Price:</strong> <span itemprop="price">£40</span><meta itemprop="priceCurrency" content="GBP" /></p> </section>

<section itemscope itemtype="http://schema.org/Book"> <header>

<h1 itemprop="name">Principles of physics</h1> </header>

<p itemprop="author" itemscope itemtype="http://schema.org/Person"> <strong>Author:</strong> <a itemprop="url" href="http://www.librarything.com/author/ohanianhansc"> <span itemprop="name">Hans C. Ohanian</span> </a></p>

<p><strong>Subjects covered:</strong> <span itemprop="about" itemscope itemType="http://schema.org/Intangible"> <link itemprop="url" href=“http://dbpedia.org/resource/Physics"> <span itemprop="name">physics</span> </span>

<p itemprop="offers" itemscope itemtype="http://schema.org/Offer"> <strong>Price:</strong> <span itemprop="price">£40</span> <meta itemprop="priceCurrency" content="GBP" /></p>

Item Type: http://schema.org/book name = Principles of physics author = Item( 1 ) isbn = 0-393-96575-9 about = Item( 2 ) genre = Text book bookformat = http://schema.org/Hardback offers = Item( 3 )

Item 1 Type: http://schema.org/person url text = Hans C. Ohanian href = http://www.librarything.com/author/ohanianhansc name = Hans C. Ohanian

Item 2 Type: http://schema.org/intangible url = http://example.com/physics name = physics

Item 3 Type: http://schema.org/offer price = £40 pricecurrency = GBP

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

(some) schema.org types

• Thing• Creative work

• Article, Book, Review, WebPage etc.• Event

• EducationEvent, LiteraryEvent, SportsEvent• Intangible

• JobPosting, Rating, PostalAddress• Organization

• EducationOrganization, CollegeOrUniversity, LiquorStore• Person• Place• Product

• DataType

A shared markup vocabulary

(some) schema.org item properties

CollegeOrUniversityproperties from Thing:

description, image, name, url

properties from Organizationaddress, email, employee, event,

member ....

properties from EducationalOrganizationalumni

A shared markup vocabulary

(some) schema.org item properties

CollegeOrUniversityproperties from Thing:

description, image, name, url

properties from Organizationaddress, email, employee, event,

member ....

properties from EducationalOrganizationalumni

A shared markup vocabulary

What’s missing?

(some) schema.org item properties

CollegeOrUniversityproperties from Thing:

description, image, name, url

properties from Organizationaddress, email, employee, event,

member ....

properties from EducationalOrganizationalumni

A shared markup vocabulary

What’s missing?

(some) schema.org item properties

Creative Workproperties from Thing:

description, image, name, url

properties from Creative Workabout, author, copyrightHolder,

dateCreated, publisher, sourceOrganization....

More specific Types: Article, Book, Map, MediaObject, AudioObject, VideoObject, Movie, MusicRecording, WebPage....

A shared markup vocabulary

(some) schema.org item properties

Creative Workproperties from Thing:

description, image, name, url

properties from Creative Workabout, author, copyrightHolder,

dateCreated, publisher, sourceOrganization....

More specific Types: Article, Book, Map, MediaObject, AudioObject, VideoObject, Movie, MusicRecording, WebPage ....

A shared markup vocabulary

What’s missing?

Learning resource metadata initiative

• Funded by Gates foundation• Lead by Creative Commons + Association of

Education Publishers• Added properties to CreativeWork for description of

Learning Resources• Educational alignment (to some point in a curriculum)• Learning resource type• Time Required• Educational use• ...

http://www.lrmi.net/the-specification

A shared markup vocabulary

What is it about schema.org that makes it so different, so appealing?

<meta name=“keywords”...>

<meta name=“DC.title” content=“...”>

<link rel=“DCTERMS.subject” href=“....”>

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

The difference is trust

<meta name=“keywords”...>

<meta name=“DC.title” content=“...”>

<link rel=“DCTERMS.subject” href=“....”>

Google doesn’t trust invisible metadata

Rich snippets not appearing

In general, Google won't display any content in rich snippets that is not visible to human user. It can be tempting to add all the content relevant for a rich snippet in one place on the page, mark it up, and then hide the entire block of text using techniques like display:none, value-title, css etc. Don't do it! Google will ignore content that isn't visible to human users, so you should mark up the text that visitors will see on your web pages.

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1093493#hidden

schema.org cf. RDFa, Microformats, Microdata• All ways of marking up web page content to

show semantics• schema.org is microdata• A schema.org → RDFa mapping exists

• schema:author owl:sameAs {foaf:maker, dc:creator}

• schema.org aims to be• Shared vocabulary• Supported by search engines• Easier for webmasters

http://blog.schema.org/2012/06/semtech-rdfa-microdata-and-more.html

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

easier for webmasters

• All info in one place: http://schema.org

• Forgiving of simplification, e.g.<span itemprop=“author”>Phil Barker</span>

• No philosophy, e.g. “httpRange-14”<a itemprop=url href=“http://people.pjjk.net/phil”>

Useful support links

• http://schema.org/• Official schema blog: http://blog.schema.org/• Development discussion: Public-vocabs@w3.org

http://lists.w3.org/Archives/Public/public-vocabs/ • Google testing tool:

http://www.google.com/webmasters/tools/richsnippets• Google schema.org faq:

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1211158

Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

Schema.org FAQ http://schema.org/docs/faq.html

Support by Google

• Patchy at the moment

• Will only happen when significant number of pages are marked up

• Google CSE API returns schema markup• e.g. Veterans Job Bank

Google Semantic Search??

http://www.engadget.com/2012/05/09/google-semantic-search/

Google Knowledge Graph??

http://googleblog.blogspot.co.uk/2012/05/introducing-knowledge-graph-things-not.htmlhttp://www.google.com/insidesearch/features/search/knowledge.html

Things not stringsTaj Mahal – place orTaj Mahal – Musician?

Licence and attribution

This work is licensed under the Creative Commons Attribution 3.0 Unported licence.

To view a copy of this licence, visit http://creativecommons.org/licenses/by/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California 94105, USA.

By Phil Barker <phil.barker@hw.ac.uk>, JISC CETIS <http://jisc.cetis.ac.uk>