The RDFa, seo wave
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Transcript of The RDFa, seo wave
The RDFA/SEO WAVE How to catch it & why
Email: [email protected] Twitter: @BarbaraStarr
The Schema.org/SEO WAVE How to catch it & why
Email: [email protected] Twitter: @BarbaraStarr
About me
• Decades working with Seman2c Technologies in finance, government, insurance and more
• Currently – Major Online Retailer • SD Semweb organizer, assistant SF organizer, etc • Added goodrela2ons 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 solu2on.
What I am going to talk about
• The Wave • How to catch it • Why • The catch? • Demo
Some basic defini2ons
• RDFa -‐ RDF in aRributes • Rich snippets, embedded structured data on html pages
• Typically used ini2ally by the search engines to enhance displays in SERPs
• Rich Snippets yield increase in CTR (Click Through Rate)
• Ini2al claim – no change in search rankings
The WAVE
The Wave
• Yahoo • Google • Facebook • Many others, but focus on SEO
Adop2on/Usage • First used by Yahoo, Searchmonkey, Feb 2008 • Full RDFa support • Products • News • Events • Video • Documents • Local
The Demise of Searchmonkey
Con2nued Support for RDFA snippets
Adop2on/Usage -‐ GOOGLE • Rich snippets introduced May 12, 2009
– Reviews – People – Events – Businesses and organiza2ons – Reviews – Recipes – Breadcrumbs – Local Search – Video – Images – Products
hRp://rdf.data-‐vocabulary.org/#
Rich Snippets
• Google now supports Rich snippets for – People – Events – Businesses and organiza2ons – Reviews – Recipes – Products – Breadcrumbs – Local Search
hRp://rdf.data-‐vocabulary.org/#
MAY 12, 2009
RDFa for videos September 2009
October 26, 2009
Events Mar 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 goodrela2ons vocabulary
Peter Mika’s blog – Yahoo Analysis
Results prior to goodrela2ons announcement by google
LOD Cloud Evolu2on
The wave of growth has been remarkable
Source maintained by: Richard Cygniak and Anja Jentsch. hRp://lod-‐cloud.net
Mar 2008
March 5 -‐ 2009
As of March 2009
LinkedCTReactome
Taxonomy
KEGG
PubMed
GeneID
Pfam
UniProt
OMIM
PDB
SymbolChEBI
Daily Med
Disea-some
CAS
HGNC
InterPro
Drug Bank
UniParc
UniRef
ProDom
PROSITE
Gene Ontology
HomoloGene
PubChem
MGI
UniSTS
GEOSpecies
Jamendo
BBCProgramm
es
Music-brainz
Magna-tune
BBCLater +TOTP
SurgeRadio
MySpaceWrapper
Audio-Scrobbler
LinkedMDB
BBCJohnPeel
BBCPlaycount
Data
Gov-Track
US Census Data
riese
Geo-names
lingvoj
World Fact-book
Euro-stat
IRIT Toulouse
SWConference
Corpus
RDF Book Mashup
Project Guten-berg
DBLPHannover
DBLPBerlin
LAAS- CNRS
Buda-pestBME
IEEE
IBM
Resex
Pisa
New-castle
RAE 2001
CiteSeer
ACM
DBLP RKB
Explorer
eprints
LIBRIS
SemanticWeb.org Eurécom
ECS South-ampton
RevyuSIOCSites
Doap-space
Flickrexporter
FOAFprofiles
flickrwrappr
CrunchBase
Sem-Web-
Central
Open-Guides
Wiki-company
QDOS
Pub Guide
Open Calais
RDF ohloh
W3CWordNet
OpenCyc
UMBEL
Yago
DBpedia
Freebase
Virtuoso Sponger
LOD cloud – Sept 22 2010
As of September 2010
MusicBrainz
(zitgist)
P20
YAGO
World Fact-book (FUB)
WordNet (W3C)
WordNet(VUA)
VIVO UFVIVO
Indiana
VIVO Cornell
VIAF
URIBurner
Sussex Reading
Lists
Plymouth Reading
Lists
UMBEL
UK Post-codes
legislation.gov.uk
Uberblic
UB Mann-heim
TWC LOGD
Twarql
transportdata.gov
.uk
totl.net
Tele-graphis
TCMGeneDIT
TaxonConcept
The Open Library (Talis)
t4gm
Surge Radio
STW
RAMEAU SH
statisticsdata.gov
.uk
St. Andrews Resource
Lists
ECS South-ampton EPrints
Semantic CrunchBase
semanticweb.org
SemanticXBRL
SWDog Food
rdfabout US SEC
Wiki
UN/LOCODE
Ulm
ECS (RKB
Explorer)
Roma
RISKS
RESEX
RAE2001
Pisa
OS
OAI
NSF
New-castle
LAAS
KISTIJISC
IRIT
IEEE
IBM
Eurécom
ERA
ePrints
dotAC
DEPLOY
DBLP (RKB
Explorer)
Course-ware
CORDIS
CiteSeer
Budapest
ACM
riese
Revyu
researchdata.gov
.uk
referencedata.gov
.uk
Recht-spraak.
nl
RDFohloh
Last.FM (rdfize)
RDF Book
Mashup
PSH
ProductDB
PBAC
Poké-pédia
Ord-nance Survey
Openly Local
The Open Library
OpenCyc
OpenCalais
OpenEI
New York
Times
NTU Resource
Lists
NDL subjects
MARC Codes List
Man-chesterReading
Lists
Lotico
The London Gazette
LOIUS
lobidResources
lobidOrgani-sations
LinkedMDB
LinkedLCCN
LinkedGeoData
LinkedCT
Linked Open
Numbers
lingvoj
LIBRIS
Lexvo
LCSH
DBLP (L3S)
Linked Sensor Data (Kno.e.sis)
Good-win
Family
Jamendo
iServe
NSZL Catalog
GovTrack
GESIS
GeoSpecies
GeoNames
GeoLinkedData(es)
GTAA
STITCHSIDER
Project Guten-berg (FUB)
MediCare
Euro-stat
(FUB)
DrugBank
Disea-some
DBLP (FU
Berlin)
DailyMed
Freebase
flickr wrappr
Fishes of Texas
FanHubz
Event-Media
EUTC Produc-
tions
Eurostat
EUNIS
ESD stan-dards
Popula-tion (En-AKTing)
NHS (EnAKTing)
Mortality (En-
AKTing)Energy
(En-AKTing)
CO2(En-
AKTing)
educationdata.gov
.uk
ECS South-ampton
Gem. Norm-datei
datadcs
MySpace(DBTune)
MusicBrainz
(DBTune)
Magna-tune
John Peel(DB
Tune)
classical(DB
Tune)
Audio-scrobbler (DBTune)
Last.fmArtists
(DBTune)
DBTropes
dbpedia lite
DBpedia
Pokedex
Airports
NASA (Data Incu-bator)
MusicBrainz(Data
Incubator)
Moseley Folk
Discogs(Data In-cubator)
Climbing
Linked Data for Intervals
Cornetto
Chronic-ling
America
Chem2Bio2RDF
biz.data.
gov.uk
UniSTS
UniRef
UniPath-way
UniParc
Taxo-nomy
UniProt
SGD
Reactome
PubMed
PubChem
PRO-SITE
ProDom
Pfam PDB
OMIM
OBO
MGI
KEGG Reaction
KEGG Pathway
KEGG Glycan
KEGG Enzyme
KEGG Drug
KEGG Cpd
InterPro
HomoloGene
HGNC
Gene Ontology
GeneID
GenBank
ChEBI
CAS
Affy-metrix
BibBaseBBC
Wildlife Finder
BBC Program
mesBBC
Music
rdfaboutUS Census
Media
Geographic
Publications
Government
Cross-domain
Life sciences
User-generated content
latest LOD cloud
How to catch the wave
How to catch the wave
• Add rdfa to your website • Either directly or using tools
– Great goodrela2ons support for rich snippet genera2on
– Wordpress plug ins and other tools available – Drupal support – Others
Why – Benefits
Benefits • Increase in CTR • Visibility in search engine ver2cals
– 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 informa2on 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 ver2cals
• Addi2onal rewards for encoding rich snippets on your site.
• Search ver2cals leveraging consump2on of structured data
• Products, recipes, places ..
Visibility in local Search
Visibility in new products consuming RDFA
Consuming mul2ple microformats
The Catch?
So what is the catch or is there one?
• Adop2on • Ease of use • Standardized vocabularies • Complex nes2ng of divs and spans • There is a need for standardized vocabularies, so how can we now best leverage microdata and Schema.org?
June 2, 2011 JUST IN TIME FOR SEMTECH 2011?
RDFA VALIDATORS AND TESTERS
• RDFA official site:hQp://check.rdfa.info/ • Sindice Inspector: hQp://inspector.sindice.com/ • Yahoo ObjecWinder: hQp://developer.search.yahoo.com/
help/objecWinder • Google rich snippets tester: hQp://www.google.com/
webmasters/tools/richsnippets • New tool in Gruff – Demo to follow
Barbara Starr Email: [email protected]
Twitter: @BarbaraStarr
DEMO
How to use allegrograph visualiza2on to ensure your RDFa is correct
July 16, 2010