SCHEMA.ORG

Following on from Rich’s talk on omnichannel content.

This will have far fewer Wizard of Oz references.

Sorry about that.

EVENT

- Title - Summary - Date/Time - Location - Guests - Cost

25 JULY

EVENT

25 JULY

LOCATION✉ADDRESS

And much more…

EVENT

LOCATION

ADDRESS

We need to make all this content readable by machines.

They could probably do something clever with it.

If we can supply the right information in a machine-readable format then it can be delivered to our users in a myriad of context-sensitive ways.

And that means enhanced reach!

Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond.

“”

A standardised method of defining machine-readable content

WHY SCHEMA.ORG?

There are lots of options…

- Microdata (HTML5) - RDFa and RDFa Lite (W3C standard) - Tag (metadata) - and so on ad infinitum

Google likes it. And Bing. And the other ones.

https://developers.google.com/structured-data/testing-tool/

THE MARKUP <span itemscope itemtype="http://schema.org/Event"> <span itemprop="name">This is the event name</span> <meta itemprop="startDate" content="2011-05-20">May 20 <div class="sidebar"> <div itemprop="location" itemscope itemtype="http://schema.org/Place"> <section class="location"> <h1>Location</h1> <span itemprop="name">University of Bath</span> <span itemprop="address" itemscope itemtype=“http://schema.org/PostalAddress"> <address> <span itemprop=“streetAddress”>Claverton Room <br/>Claverton Down</span> <span itemprop=“addressLocality”>Bath</span> <span itemprop=“addressCountry”>United Kingdom</span> <span itemprop=“postalCode”>BA2 7AY</span> </address> </span> </section> </div> </div>

99 PROBLEMS?

Correctly adding the relevant tags is really hard - nesting et al.

Slight US-centric bias in terminology

Can be complex to match *OUR* content to a predefined schema - Is this an academic event or a business event? What if it’s both?

I say let the machines handle it. What could go wrong?