semantic web & structured data - #brightonseo
DESCRIPTION
At this moment, knowledge of structured data and usage is growing more and more. Most marketers now Structured data from rich snippets, but how about the usage of data by the Knowlegde graph. New ontologies and markup languages are being developed at a high rate. Most SEOs will not be familiar with JSON-LD yet, but this way of marking up data creates completely new opportunities and will make it more easy to work with structured data for the average online marketer. I will take the attendants into a journey starting at the first use of rel=”friend” to the current possibilities and will shine some light on future developments in regards to search technology.TRANSCRIPT
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