rdfa semtech2011
TRANSCRIPT
About me
• Decades working with Semantic Technologies in finance, government, insurance and more
• Currently – Major Online Retailer• SD Semweb organizer, assistant SF organizer, etc• Added goodrelations rdfa onto some 900,000 item
pages– Looking at all kinds of backlinks from many e-tailers
sites certainly demonstrated the necessity for structured data within web pages or a “less gameable” search solution.
What I am going to talk about
• The Wave• How to catch it• Why• The catch?• Demo
Some basic definitions
• RDFa - RDF in attributes • Rich snippets, embedded structured data on
html pages• Typically used initially by the search engines to
enhance displays in SERPs• Rich Snippets yield increase in CTR (Click
Through Rate)• Initial claim – no change in search rankings
The WAVE
The Wave
• Yahoo• Google• Facebook• Many others, but focus on SEO
Adoption/Usage
• First used by Yahoo, Searchmonkey, Feb 2008• Full RDFa support• Products• News• Events• Video• Documents• Local
The Demise of Searchmonkey
Continued Support for RDFA snippets
Adoption/Usage - GOOGLE • Rich snippets introduced May 12, 2009
– Reviews– People– Events– Businesses and organizations– Reviews– Recipes– Breadcrumbs– Local Search– Video– Images – Products
http://rdf.data-vocabulary.org/#
Rich Snippets
• Google now supports Rich snippets for– People– Events– Businesses and organizations– Reviews– Recipes– Products– Breadcrumbs– Local Search
http://rdf.data-vocabulary.org/#
MAY 12, 2009
RDFa for videosSeptember 2009
October 26, 2009
EventsMar 12, 2010
17
Recipes
April 13, 2010
Facebook Opengraph protocol based on RFDa April 20, 2010
Enables “semantic Profiling” of users
April 26, 2010
Sept 2, 2010
Sept 22, 2010
Products – Nov 2, 2010
Included support for goodrelations vocabulary
Peter Mika’s blog – Yahoo Analysis
Results prior to goodrelations announcement by google
LOD Cloud Evolution
The wave of growth has been remarkable
Source maintained by: Richard Cygniak and Anja Jentsch. http://lod-cloud.net
Mar 2008
March 5 - 2009
LOD cloud – Sept 22 2010
latest LOD cloud
How to catch the wave
How to catch the wave
• Add rdfa to your website• Either directly or using tools
– Great goodrelations support for rich snippet generation
– Wordpress plug ins and other tools available– Drupal support– Others
Why – Benefits
Benefits
• Increase in CTR• Visibility in search engine verticals
– Local search– Shopping
• Definite ranking increase for verified, validated data (e.g within product search)
• Visibility in other engines/apps consuming RDFa• Mobile usage – massive market• Strong need for structured markup
» Combat spam » Make information more findable» Read more an schema.org » …
Increase in CTR
• Yahoo performed a study that showed > 15% increase in CTR on some sites as a result of using Rich snippets
Search Engine verticals
• Additional rewards for encoding rich snippets on your site.
• Search verticals leveraging consumption of structured data
• Products, recipes, places ..
Visibility in local Search
Visibility in new products consuming RDFA
Consuming multiple microformats
The Catch?
So what is the catch or is there one?
• Adoption• Ease of use• Standardized vocabularies• Complex nesting of divs and spans• There is a need for standardized vocabularies,
so how can we now best leverage microdata and Schema.org?
June 2, 2011JUST IN TIME FOR SEMTECH 2011?
RDFA VALIDATORS AND TESTERS
• RDFA official site:http://check.rdfa.info/• Sindice Inspector: http://inspector.sindice.com/• Yahoo Objectfinder:
http://developer.search.yahoo.com/help/objectfinder• Google rich snippets tester:
http://www.google.com/webmasters/tools/richsnippets• New tool in Gruff – Demo to follow
Barbara StarrEmail: [email protected]
Twitter: @BarbaraStarr
DEMO
How to use allegrograph visualization to ensure your RDFa is correct
Google acquires Metaweb (freebase) – July 17 - 2010