Linked Data and Search: Thomas Steiner (Google Inc, Germany)

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Linked Data and Search: Thomas Steiner (Google Inc, Germany)

Linked Data and Search: Thomas Steiner (Google Inc, Germany)

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  • 1. How Google Is Using Linked Data Today And A Vision For Tomorrow Future Internet Assembly Ghent December 16, 2010 Michael Hausenblas Raphaël Troncy Thomas Steiner (Slides partly based on work from Kavi Goel & Pravir Gupta)
  • 2. From the Web to the Web of Data Fundamental shift: From sending bits from one host to the other towards making sense of those bits.
  • 3. From the Web to the Web of Data BelgianChocolates.com Pralinés Deluxe Mix 2,99€ /100g Shopping Cart
  • 4. From the Web to the Web of Data BelgianChocolates.com Pralinés Deluxe Mix 2,99€ /100g Shopping Cart Merchant Name Product Name Price Product Image
  • 5. From the Web to the Web of Data
    • How can website owners help Google make sense of their bits?
    • Mark up their content using any of the following syntaxes:
      •  
            • Microformats
            • Microdata
            • RDFa
    • "[...] We realized that structured data on the Web can and should accommodate multiple encodings."
  • 6. From the Web to the Web of Data <div xmlns:v=&quot;http://rdf.data-vocabulary.org/#&quot; typeof=&quot;v:Event&quot;>    <a href=&quot;http://www.example.com/events/poisel_offenback.hmtl&quot;      rel=&quot;v:url&quot;      property=&quot;v:summary&quot;>Philipp Poisel in Offenbach</a>    <span property=&quot;v:description&quot;>See Philipp Poisel in Offenbach</span>    When:    <span property=&quot;v:startDate&quot; content=&quot;2011-01-16T19:00-01:00&quot;>      Jan 16, 7:00PM</span>    <span property=&quot;v:endDate&quot; content=&quot;2011-01-16T21:00-01:00&quot;>      9:00PM</span>    Where:    <span rel=&quot;v:location&quot;>      <span typeof=&quot;v:Organization&quot;>        <span property=&quot;v:name&quot;>Capitol</span>,        <span rel=&quot;v:address&quot;>          <span typeof=&quot;v:Address&quot;>            <span property=&quot;v:street-address&quot;>Kaiserstrae 106</span>,            <span property=&quot;v:locality&quot;>Offenbach am Main</span>,          </span>        </span>        <span rel=&quot;v:geo&quot;>          <span typeof=&quot;v:Geo&quot;>            <span property=&quot;v:latitude&quot; content=&quot;50.10945&quot;></span>            <span property=&quot;v:longitude&quot; content=&quot;8.76579&quot; ></span>          </span>        </span>      </span>    </span>    Category: <span property=&quot;v:eventType&quot;>Concert</span> </div> From structured mark-up on a Website...
  • 7. From the Web to the Web of Data ...to a Rich Snippet on Google
  • 8. Rich Snippets Formats: Reviews
  • 9. Rich Snippets Formats: People
  • 10. Rich Snippets Formats: Events
  • 11. Rich Snippets Formats: Recipes
  • 12. How do we get this data?
  • 13. How do we get this data? With RDFa markup:        <div  xmlns:v=&quot;http://rdf.data-vocabulary.org/#&quot; typeof=&quot;v:Review-aggregate&quot; >        <span rel=“v:itemreviewed&quot; > <h1  property=&quot;v:name&quot; > Drooling Dog Bar B Q </h1>        <img rel=&quot;v:rating&quot;   src=&quot;stars_map.png&quot;  alt=&quot;4 star rating&quot;  />        <em>based on  <span property=&quot;v:count&quot;> 15 </span>  reviews</em> </span> </div> With Microformats markup:        <div  class=&quot;hreview-aggregate&quot; >        <span  class=&quot;item vcard&quot; >        <h1  class=&quot;fn org&quot; > Drooling Dog Bar B Q </h1>        <img class=&quot;rating average&quot;   src= &quot;stars_map.png&quot;  alt=&quot;4 star rating&quot;  />        <em>based on  <span class=&quot;count&quot;> 15 </span>  reviews</em> </span> </div>
  • 14. Get your mark-up right with the testing tool
  • 15. Adoption: pages with markup One million web pages sampled from the Internet Data from June 2010. Percentages: actually used data. Microformats RDFa Total pages 40,091 2,514 hCard / People 33,675 (13%) 1,160 Reviews 1,950 (88%) 872 (66%) Recipe 152 (53%) -- hCalendar / Event 126 (41%) -- Products 519 77
  • 16. US/English rich snippets impressions Searches on Google with rich results 2x since Oct 2009
  • 17. Global rich snippets impressions Searches on Google with rich results Global: 4x since Oct 2009
  • 18. Where Rich Snippets might go Even Richer Snippets using information form the user's social graph , given she has granted access to it. Direct price comparison . Fake mock-up. Authors' private view.
  • 19. Where Rich Snippets might go Even Richer Snippets using multimedia semantics .  Fake mock-up. Authors' private view.
  • 20. Future Internet Architecture Triple-centric Networking based on Content-centric Networking [Jacobson] Interest packets get broadcast by all nodes until a node can satisfy it. Then it responds with the data. Useful when many parties interested in the same content. Thought experiment. Authors' private view.
  • 21. Thanks for your attention Questions? Contact:      Thomas Steiner      [email_address]      @tomayac Slides:      goo.gl/hPJdP
  • 22. How Google Is Using Linked Data Today And A Vision For Tomorrow Future Internet Assembly Ghent December 16, 2010 Michael Hausenblas Raphaël Troncy Thomas Steiner (Slides partly based on work from Kavi Goel & Pravir Gupta)