The Next Web of Linked Data

Jay Myers, Best Buyjay.myers@bestbuy.com/ @jaymyers

1WorldSync Regional User Group, Minneapolis, MN USA

Original Web

• Collections of documents• Users “surfed”• Created for human consumption

Web of Today

• 25 million web sites• Trillions of web pages• 5 billion web pages change every day• 1000x more web pages on the “deep web”

Every day we create 2.5 quintillion bytes of data(equivalent to 3.4 billion HD movies)

Linked Data

“A new form of Web content that is meaningful to computers will unleash a revolution of new possibilities” - TBL

Goals

• Create a web for both humans and machines• Entice webmasters to make metadata

available through web standards and structured HTML

• Gain access to the meaning of web sites• Establish relationships between data that

allow for exploration and discovery

2010

schema.org

• Common vocabularies that search engines can understand

• Lower the bar for webmasters to publish linked data on the web

• Improve user experience through data

Value prop:“Give us your data in a machine-readable format and we’ll make

your stuff more attractive in search results”

Looks Like We’ve Got Something Here!

• 15% of all sites contain schema.org markup• Many major sites• Adoption by content systems like Drupal and

Wordpress• Around 1200 object types and growing

(people, places, products, etc)

Additional content onSERPs

Data automagically extracted fromHTML

Practical Applications in SearchYandex Islands

Practical Applications in SearchGoogle Knowledge Graph

Additional content driven by schema.org derived data

Practical Applications in SearchGoogle Knowledge Graph

Additional content driven by schema.org derived data

Other ApplicationsPinterest Rich Pins

GS1 GTIN Initiative

• Pilot to improve the product discovery, evaluation and buying experience

• Participation is as easy as publishing GS1 unique identifiers in HTML pages

• Growing support from platforms like Amazon and Google

Concept: GTIN Driven Applications

Potential new use case

Thank You!

Credits and ResourcesGuha, Ramanathan V. “Light at the End of the Tunnel.” 12th International Semantic Web Conference (ISWC), Sydney, NSW, Australia. 23 October 2013. Keynote Address.

Hepp, Martin H., Dr. "Semantic SEO." GoodRelations: The Professional Web Vocabulary for E-Commerce. Dr. Martin Hepp. Web. 17 Mar. 2014.

Berners-Lee, Tim. Tim Berners-Lee: The next web. Feb 2009. Video File. http://www.ted.com. Web. 17 Mar 2014. <http://www.ted.com/talks/tim_berners_lee_on_the_next_web >.