semantic web & structured data - #brightonseo

THE SEMANTIC WEB & STRUCTURED DATA

A Journey Into the Unknown

Jan-Willem Bobbink - @jbobbink

http://bit.ly/brightonsemantic

NOTPROVIDED.EU

• Picture of somebody with dienblad

I GAVE THIS INFO TO GOOGLE!

FREEBASE: ADD A PERSONAL PAGE

GOOGLE ACQUIRED FREEBASE IN 2010

REASON: IT’S ALREADY ANNOTATED!

ONE PROBLEM FOR GOOGLE

THE NEXT STEP: KNOWLEGDE VAULT

WHY IS THIS “THE NEXT THING”?

DISTRIBUTION OF WEB SEARCH QUERIES[Lin et al. 2011]

A BIT OF HISTORY

W3C SEMANTIC WEB ACTIVITY

“The Semantic Web is a collaborative movement led by international

standards body the World Wide Web Consortium (W3C). The standard

promotes common data formats on the World Wide Web”

THE SEMANTIC WEB

Tim Berners-Lee:

“The Semantic Web provides a common framework that allows data to be shared and reused across application, enterprise,

and community boundaries”

GOAL: REDEFINE THE WEB

WHAT DO YOU NEEDFOR A SEMANTIC WEB?

1. Data

2. Mark up language

3. URLs to share the data

IT’S NOT THAT DIFFICULT!

CONCEPTS & ENTITIES

FREEBASE = 1 KNOWLEDGE GRAPH

AUTOMATED ENTITY RETRIEVAL

AUTOMATED ENTITY LINKING

“Kelvin Newman organises BrightonSEO”

Kelvin Newman organises BrightonSEO

Kelvin Newman

People organiseConferences

Conference = BrightonSEO

INFORMATION VERIFICATION

USE A SEARCH ENGINE

ASK PEOPLE!

USE ANCHORTEXTS

HOW DOES GOOGLEDECIDE ABOUT THE SOURCE?

Source: Bill Slawskihttp://www.seobythesea.com/2013/05/google-knowledge-graph-results/

MICROFORMATS – RDFa – MICRODATA – JSON-LD

WHAT IS THE OUTCOME?

DBpedia

GeoNames

Eagle-i

Fishbase

• Accessible via API

• Data is free to use

• Sharing data = linkbuilding

• Enrich your content & apps

ENRICH YOUR MARKETING!

ADDITIONAL CONTENT

INSERT DIRECTLY INTO WEBPAGES

USE G’s FreeBase API

FILL FREEBASE WITH INFO

THE PRACTICAL SEMANTIC WEB

INCREASED CONVERSION 5-11x

JAY MYERS – BEST BUY

BBC WILDLIFE FINDER

• Extract / infer new relationships:

Disease <-> phenotypes <-> genotypes

• Analyzed diagnoses across patients and publications

• Measuring trust based on social metrics, expertise and past contributions.

USEFULLNESS OF SKELETOME

SUPPORT SCIENTIFIC RESEARCH

LINKED OPEN DRUG DATA

MERGE KNOWLEDGE GRAPHS

• Create more cases

• Standardization of markup formats

• Develop platforms to ease adoption

WAY TO GO!

CHALLENGES OF THE SEMANTIC WEB

BEGINNER RESOURCES

• G+ community: Semantic Search marketing

• 30+ Semantic Web Introductions, References, Guides, and Tutorials http://bit.ly/30intros

• A guide (PDF) to Linked Open Data: http://bit.ly/gtlod

• Practical Semantic Web and Linked Data (PDF) http://bit.ly/gtlod2

ADVANCED RESOURCES

• Follow the annual scientific events: ISWC, KDD, WSDM, SIGIR, WWW, KEWS and manymore -> download papers + workshops.

• Follow papers: http://scholar.google.com/ & patents (filter by authors & topics) http://www.google.com/advanced_patent_search

http://bit.ly/brightonsemantic & @jbobbink

QUESTIONS?Get your chance right now! Or find me at the bar tonight

THANKS FOR THE IMAGES!

• Books: http://consumingpsychology.blogspot.com/2012/06/psychology-of-colour-coke-red-and.html

• Einstein quote: http://randumbuzz.com/tag/human-stupidity/

• Seeds: http://samedwardsblog.files.wordpress.com/2012/09/seeds.gif

• History: http://blog.law.cornell.edu/voxpop/files/2010/02/radarnetworkstowardsawebos.jpg

• Factory: http://www.rtcmagazine.com/files/images/3741/RTC1208_TD_Kont_Fig02_large.jpg

• Knowlegde graph: http://www.google.com/insidesearch/features/search/assets/img/static-graph.png