Future SEO Vistas 2012

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FUTURE SEO VISTASTHE SEMANTIC WEB &INTERNET OF THINGS

BRIGHTON SEO13TH APRIL 2012

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13th April 2012 / Creative Commons Attribution Share Alike License 2.0 England and Wales 2

Blog www.philipsheldrake.com

Meanwhile www.wearemeanwhile.com

LinkedIn /in/philipsheldrake

Twitter @sheldrake

Author, The Business of Influence, Wiley 2011

Book website www.influenceprofessional.com

Philip Sheldrake

http://www.philipsheldrake.com/

http://www.wearemeanwhile.com/

http://www.linkedin.com/in/philipsheldrake

http://www.twitter.com/sheldrake

http://www.influenceprofessional.com/

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Today:

Improving the visibility of a website or a web page in search

engines' "natural," or un-paid ("organic" or "algorithmic"), search

results. [Wikipedia] For the website owner.

Tomorrow:

Improving the presentation, discoverability, machinability and

usefulness of data, information and knowledge. For all

stakeholders.

Your role, imho

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THE SEMANTIC WEB

13th April 2012 / Creative Commons Attribution Share Alike License 2.0 England and Wales

“Web 3.0”

“The Web of Data”

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Whilst there is some confusion over the term, most people use

“Web 3.0” to refer to the Semantic Web. I do.

Either way, the label is a bit of a distraction, but marketers love it,

so what can I say!

Web 3.0

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Web 3.0 is about the Web itself understanding the meaning of

web content and social web participation.

The Web becomes a universal medium for data, information

and knowledge exchange.

The Semantic Web converts the current web of unstructured

documents into a "web of data” building on the W3C's Resource

Description Framework (RDF).

Web 3.0 cont.

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A hypothesis of the Semantic Web is that meaning can be

conveyed via expressions known as triples:

Triples

Subject (resource)

Predicate(property)

Object(value)

Kathryn Bigelow Directed Hurt Locker

Mark Boal Wrote Hurt Locker

Hurt Locker Stars Jeremy Renner

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Resource Description Framework (RDF) is a language at the heart

of the Semantic Web for expressing data models using

statements expressed as triples.

And the secret sauce?... to avoid ambiguities, each and every

subject, predicate and object of a triple can be referred to

uniquely with a URL (objects can have literal values too however).

RDF

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We could define all three of these locally, in our own little worlds,

but all three are likely to be referred to elsewhere too.

And that’s where the power of the Semantic Web starts to kick in.

Local and global

Subject(resource)

Predicate(property)

Object(value)

Philip Sheldrake Knows Doc Searls

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I’m not the one and only Philip Sheldrake.

Eg, Professor Philip Sheldrake is a Professorial Research Fellow in the Department of

Theology and Religion at Durham University.

So how do we define me uniquely? Well, with reference to:

http://sheldrake.myopenid.com or

http://philipsheldrake.com or

http://www.google.com/profiles/philip.sheldrake.

Similarly, Doc Searls may be http://searls.com.

The subject and object

http://sheldrake.myopenid.com/

http://philipsheldrake.com/

http://www.google.com/profiles/philip.sheldrake

http://searls.com/

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But what about the concept of “knows”?

What does “knows” mean to you right now?

What about in different social contexts?

How might other cultures and languages regard “knows”?

Eg, The French language has “savoir” & “connaître”.

The predicate

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Well FOAF (Friend Of A Friend) is a machine-readable ontology /

vocabulary describing persons, their activities and their relations

to other people and objects.

To invoke reference to the FOAF ontology we write:

<rdf:RDF xmlns:foaf=http://xmlns.com/foaf/0.1/>

At that URI we will find a definition of “knows”:

http://xmlns.com/foaf/spec/#term_knows

The predicate cont.

http://xmlns.com/foaf/0.1/

http://xmlns.com/foaf/spec/%23term_knows

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So now, when we express a statement as a triple like

Subject - http://philipsheldrake.com

Predicate - foaf:knows

Object - http://searls.com

there is no ambiguity as to what it means.

[Note: this format is for explanation purposes only and does not constitute sound syntax!]

The resultant triple

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I referred earlier to the Semantic Web’s full potential, and that full

potential is described by a vision known as Linked Data.

Tim Berners-Lee’s four principles of Linked Data, paraphrased:

1. Use URIs to identify things

2. Use HTTP URIs so that these things can be referred to and looked up

("dereferenced") by people and user agents

3. Provide useful information about the thing when its URI is dereferenced, using

standard formats such as RDF/XML

4. Include links to other, related URIs in the exposed data to improve discovery of

other related information on the Web.

The full potential

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LinkedData image

Linking Open Data datasets, September 2011 http://en.wikipedia.org/wiki/File:LOD_Cloud_Diagram_as_of_September_2011.png

http://en.wikipedia.org/wiki/File:LOD_Cloud_Diagram_as_of_September_2011.png

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Wall Street Journal

March 15, 2012

Google Gives Search a Refresh

By AMIR EFRATI

Google Inc. is giving its tried-and-true Web-search formula a makeover as it tries to fix the

shortcomings of today's technology and maintain its dominant market share.

Over the next few months, Google's search engine will begin spitting out more than a list of blue

Web links. It will also present more facts and direct answers to queries at the top of the search-

results page.

http://online.wsj.com/article/SB10001424052702304459804577281842851136290.html

Google getting more semantic

http://online.wsj.com/article/SB10001424052702304459804577281842851136290.html

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Visit http://www.visualdataweb.org/relfinder/relfinder.php

Type "Million Dollar Baby" in the 1st box

Type "Letters from Iwo Jima" in the 2nd box

…selecting the first result the engine finds for both.

Now click "Find Relations" and sit back and feel the power of the

semantic Web! Click the boxes with rounded corners.

Movie databases are one of the first data sources to be RDF’d, but this kind of analysis will become

increasingly possible in Semantic Web browsers whatever your search terms as the Semantic Web

continues to grow.

See Linked Data in action

http://www.visualdataweb.org/relfinder/relfinder.php

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Tim Berners-Lee on the Semantic Web

http://www.youtube.com/watch_popup?v=HeUrEh-nqtU



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Paid – Pay others to have your message on their media

Owned – This media is (actually or effectively) mine; I can

publish what I like

Earned – Media relations, stakeholder conversations, user-

generated content, endorsements (or otherwise)

Machined – content that is automatically discovered, presented

and published by machines for humans.

Machined media



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The Web of Data exposes connections, correlations, relationships.

Business models that monetize network effects – where the

analytical and commercial power accrues to the host with the

largest dataset so even more data is attracted gravitationally –

are dead.

Eventually.

Discovery is the new search. The new social graph is truly open.

(Today’s) Facebook is dead


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THE INTERNET OF THINGS


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The Internet of Things refers to a network of objects not

historically connected. We can consider four kinds of objects:

The device containing electronics in order to fulfil its primary function

(eg, washing machine, car, aircon unit)

The electrical device traditionally absent of sophisticated electronics

(eg, lighting, heating, power distribution)

Non-electrical objects

(eg, food and drink packages, animals, clothing)

Environmental sensors

(eg, for variables such as temperature, ambient sound and moisture).

Defining the Internet of Things


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IBM Internet of Things video

http://www.youtube.com/watch_popup?v=sfEbMV295Kk



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How many things?

Number of things on the Internet.

Typical forecast for 2020.

Global human popn.

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Each and every one of us is going to be kicking off more data –

what some refer to as our digital exhaust or digital footprint.

I like to call it digital detritus.

Detritus – discarded organic matter that’s then decomposed by

microorganisms and re-appropriated by animal and plant life.

Interestingly analogous then to our regard for and treatment of

this data we’re all shedding.

Digital detritus


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We collect the click path of visitors’ interactions with our website

today, but we can’t yet access the data describing their use of

physical products.

We can invite customers to share their location data with us, but

we can’t yet help them review their transport carbon footprint.

We will soon.

Digital detritus cont.


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We can encourage the consumer to reap the anticipated

advantages of greener products and services, but we can’t

identify the actual advantage they achieve and reflect it back at

them.

We can market a food product’s expected role in a balanced diet,

but not the specific role it plays in a particular household’s diet.

We will soon.

Digital detritus cont.


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I call the manifestations of the Internet of Things – the properties

that result from enmeshing the analogue and digital worlds – the

Internetome.

If emergent behaviours stem from the 2 billion humans on today’s

social web, we can expect something similar from the ‘real world’

interacting with many tens of billions of things.

The Internetome itself might become an organizational

stakeholder of sorts.

The Internetome



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SO?


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the web + semantic web + internet of things

= really big.

Data – discrete, objective facts, signals or symbols devoid of context and

interpretation and therefore of no meaning or value.

Information – the result of structuring or organizing data in such a way as to give it

meaning and relevance for specific purpose or in a specific context.

Knowledge – the result of structuring or organizing information in such a way that it

helps to form a framework for the incorporation of further information and aids the

evaluation of the world, accruing experience, expertise and know-how.

Big Data. Big Info. Big Knowledge.


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Engaged in the process by which companies create value for

customers and build strong customer relationships in order to

capture value from customers in return.

The marketing professional


Principles of Marketing (5th European ed.), Philip Kotler, Gary Armstrong, Veronica Wong, John Saunders, 2008, Pearson Education, ISBN 978-0273711568


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Engaged in the planned and sustained effort to influence opinion

and behaviour, and to be influenced similarly, in order to build

mutual understanding and goodwill.

The public relations professional


http://www.philipsheldrake.com/2011/11/public-relations-defined-%E2%80%93-the-anatomy-of-a-candidate-definition-ver-0-2/

http://www.philipsheldrake.com/2011/11/public-relations-defined-%E2%80%93-the-anatomy-of-a-candidate-definition-ver-0-2/


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An organization’s place in the world will increasingly become

defined by the related flows of data, information and knowledge.

Such flows constitute influence flows when they lead a

stakeholder to do something they wouldn’t otherwise have done

or think something they wouldn’t otherwise have thought.

Flows of data, information & knowledge


The Six Influence Flows


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The influence professional knows that the ease and effectiveness

with which we manage and learn from influence flows is integral

to the ways all stakeholders interact with organizations to broker

mutually valuable, beneficial relationships.

The influence professional



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Content for content’s sake may drive transactional volume (eg,

clicks) but contributes little to long-term engagement, or

reputation building, or the formation of trusted, loyal and valuable

relationships.

You can help an organization learn what the world needs, and

identify when it has the data, information or knowledge to meet

that need.

Your role



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Your role is increasingly related to the practice of the influence

professional.

It entails identifying, preparing, publishing and maintaining data,

information and knowledge, and establishing and developing the

systems needed to do so, so that the organization is helpful,

valuable and influential to all stakeholders…

past, present and future customers, employees, citizens,

partners, etc.

Your role cont.



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http://semanticweb.org

http://en.wikipedia.org/wiki/Semantic_Web

http://linkeddata.org

http://en.wikipedia.org/wiki/Linked_data

http://www.cambridgesemantics.com/semantic-university

http://en.wikipedia.org/wiki/Internet_of_Things

http://www.readwriteweb.com/archives/internet-of-things

http://www.philipsheldrake.com - my blog

Reading

http://www.philipsheldrake.me.uk/

http://en.wikipedia.org/wiki/Semantic_Web

http://linkeddata.org/

http://en.wikipedia.org/wiki/Linked_data

http://www.cambridgesemantics.com/semantic-university

http://en.wikipedia.org/wiki/Internet_of_Things

http://www.readwriteweb.com/archives/internet-of-things

http://www.philipsheldrake.com/


Future SEO Vistas 2012

Business

Transcript of Future SEO Vistas 2012