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Schema.org Update at ISWC2012

Schema.org Update at ISWC2012



Talk about schema.org at ISWC2012. Covering what is schema.org, how it is used in Yandex (russian Google) and future plans.

Talk about schema.org at ISWC2012. Covering what is schema.org, how it is used in Yandex (russian Google) and future plans.
Speakers: Peter Mika (Yahoo!), Alex Shubin (Yandex)



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  • Facebook invited, but continues to pursue OGP

Schema.org Update at ISWC2012 Schema.org Update at ISWC2012 Presentation Transcript

  • schema.org updatePeter Mika (Yahoo! Research) Alex Shubin (Yandex)
  • What is schema.org
  • The world before schema.org Multiple incompatible formats: microformats, RDFa, microdata  Varying degrees of adoption  Not all formats are supported by all search engines Multiple competing schemas (ontologies)  Consumers support different existing alternatives or create their own (Bing, Facebook, Google, Yahoo, Yandex)  Not clear which schemas have adoption, who is responsible for maintaining them
  • schema.org Agreement on a shared set of schemas  Bing, Google, and Yahoo! as initial founders (June, 2011)  “Sitemaps for content”  Single format to communicate the same information to all consumers schema.org covers common types of web content  Initial work around business listings (local), creative works (article, video), reviews
  • schema.org evolution Yandex joins schema.org in Nov, 2011 Definition and adoption of RDFa Lite 1.1  Subset of the features of RDFa 1.1  W3C Recommendation since June, 2012 Two W3C task forces within the SW Interest Group (SWIG)  Web schemas TF for ongoing collaborations on schema extensions, mappings, tooling etc.  public-vocabs@w3.org  HTML Data TF finished in December, 2011  HTML Data Guide  Microdata RDF: Transformation from HTML+Microdata to RDF
  • schema.org evolution II. Growing number of 3rd party contributions  rNews (news)  Health and Life Sciences  GoodRelations (e-commerce)NEW Resolved representational issues  External enumerations  Multiple types in microdata (additionalType property) Improvements to validators  Bing, Google and Yandex test tools
  • Documentation and OWL ontology
  • Schema.org in YandexYandex.com
  • Most popular search engine inRussia
  • About Yandex Most visited russian website (Comscore) Operating in CIS and Turkey On NASDAQ since 2011 (Mkt Cap: 7B) Not just web search: Yandex.Images, Yandex.Video, Yandex.News, Yandex.Auto, …
  • Markup usage Web search: rich snippets Improving vertical searches databases Yandex.News, Yandex.Video, Yandex.Images, Yandex.Directory, Yandex.Auto, Y andex.Dictionaries Data types: organizations/places, reviews, recipes, news, … Formats: schema.org, microformats, opengraph, microdata
  • Web Search snippet
  • Organizations search example
  • Markup statistics Format Microforma Opengraph Schema.or ts g % urls 5,8% 8,4% 2,6% Schema.org 3.00% 2.50% 2.00% 1.50% % urls 1.00% 0.50% 0.00% 2.06.11 1.08.11 1.12.11 1.04.12 1.08.12 13.11.12
  • Yandex semantic activity Markup testing tool: schema.org, microformats, og, rdfa http://bit.ly/YndxTool Education and promotion http://bit.ly/SchmIntr, http://bit.ly/SchmVideo Proposals for schema.org: audience, breadcrumbs, …
  • Future plans
  • Future plans Second schema.org workshop in 2013  Bringing together developers, publishers and consumers  Similar format to the first schema.org workshop in Sept, 2011 Improvements to schema.org infrastructure  Improved documentation with RDFa examples  Modularization Additional extension proposals on the Wiki, e.g. audience, technical publishing, datasets