Exploiting microformats and semantics for SEO purposes

Exploiting microformats and semantic WEB for SEO purposesSALVATORE CAPOLUPO 1

ABOUT ME  Computer Engineer  PHP/MySQL Freelance Operational Research PhD  Tech Blogger  Affiliate-marketer  Hosting reseller 2

BACKGROUND• SEO basics • Keyphrase =• Websites basics meaniningful – i.e. HTML/PHP sequence of keywords• Web-server configuration • Word of mouth = the – i.e. .htaccess passing of information from person to person 3

4 SIMPLE IDEAS(1) Exploiting Semantic URLs(2) Long-tail Keyphrases(3) Expose product features (e-commerce)(4) Give users chance to judge your product 4

EVOLUTIONhttp://www.w3.org/People/Ivan/CorePresentations/Applications/ 5

STRUCTURE RECOGNITION 6

EXAMPLE→ → Which one is morerepresentative? → Google tries in general to 7“guess”

QUALITY OF A WEB-SITE http://googlewebmastercentral.blogspot.com/ “More guidance on building high-quality sites” Friday, May 06, 2011 at 11:22 AM 8

SCENARIO SITE-TRUSTWould you trust the information presented in this article? 9

#1 : SEMANTIC WEB FOR WEBMASTERS Sem WEB is a “web of data” EXAMPLE: Dublin Core metadata record can describe physical resources such as books, digital materials such as video, sound, image, or text files. 10

#2 : SEMANTIC WEB & SEARCH ENGINES 1) Related content into SERPS 2) No exact keyword matching! 11

SEMANTIC WEB & SEARCH ENGINESGoogle tries to “guess” relevancy of documents using some semantic features 12

LATENT INDEX SEMANTIC From exact KW matchings to semantic domains What this page is really about ?Semantic Domain Find related terms to a main keyword 13

FACING BLACK BOXSemantics → give real sense to your contentsExpose relevant data (i.e. price and essential features of products you sell) 14

APPROACHESSemantics → spread keyword on page using contextual associations (i.e. cheap car is often used car)Expose relevant data → integrate HTML with microformats 15

“SEMANTIC” BACKLINKS SEO = just “inflate” your PR → reducted impact,narrow vision Automated backlinks (little blogs,random forums, paid links, …) FAST & BADSemantic-backlinks example: Comment a site / Be cited by a site pertinent and contextual SLOW & GOOD 16

TIPICAL PROBLEMS• Spam• Similar Articles• Content Farms• Duplicate Contents... 17

TIPICAL PROBLEMS• ...Well-knows competitors take the lions share• → Many researches with: – Bad Precision – Bad Recall 18

GOOGLE PATENT Query entity detection Search engine receives a search query, determines whether the received search query includes an entity name, and determineshttp://www.makebeliefscomix.com/Comix/ whether the entity name is associated with a common word or phrase. Generate a link to a rewritten query or include a restrict identifier associated with the entity name (US Patent 7,536,382) 19

DONT REPEAT http://mdrseo.com– “echo back” effect - i.e. similar low-quality contents about same topic: WE ARE SURE: X=Y We think X about Y I (!) suppose X about YI evaluate Xabout Y 20

SEO• Documents• Links 21

SEO → SEO++• Documents → data, things, entities• Links → “relationships” entity sem-relpage 22

THE PRICE TO PAY• Extend keyword using semantic domains – Microformats → little-impact HTML changes 23

WEB 3.0• RDF = “general method for conceptual description of information that is implemented in web resources”• µF = re-use existing HTML/XHTML tags to convey meta-data and other attributes in web pages and/or RSS 24

REMARKS– QUALITY ≈ TRUST concept– Latent Index Semantic– Relevant details to search engines: • Microformats– Avoid “echo back” effects 25

SEMANTIC URL = “human-readable”  my-site.com/index.php?sect=4&p=2 26

SEMANTIC URL = “human-readable”  my-site.com/index.php?sect=4&p=2  e-commerce.com/buy-php-mysql-hosting  buythis.net/hosting/cheap 27

SEMANTIC URL = “human-readable”  easily remembered;  navigational structure;  intuitively manipulated;  more durable;  more bookmarked;  may improve security! 28

REMARKS GOOGLE DOESNT USE EXACT MATCHING Example: buyshoes.com/cheap-buy/low-cost-shoes KEYWORD STUFFING  IS NOT USEFUL FOR USERS →  NOT USEFUL FOR SEARCH ENGINES 29

URLs ARE NOT ALL... title description URL “When searchers scan through search engine listings what usually they read?”  43%: descriptions  30%: titles  21%: URLshttp://yourseoplan.com 30

OPTIMIZING TITLE/DESCRIPTION Semantically related means:  Taking into account THE MOST STRICTLY LINKED UP terms 31

INTRODUCING: LONG TAIL  Searchers often use too generic stems (i.e. hostel, site-builder)  In others cases people tends to be more specific (i.e. london cheap hostels, free site-builder mac) 32

THE LONG TAILLong tail addresses usuallymany specifical keywords(niches) “The future [...] is in the millionsof niche markets at the shallowend of the bitstream” CHRIS ANDERSEN http://www.wired.com/wired/archive/12.10/tail_pr.html Image by: www.online-marketing.it 33

http://www.seomoz.org/blog/illustrating-the-long-tail 34

EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL 35

EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL 36

SEO, SEO service(s), SEO company, company SEO, ... 37

Stupidly simple SEO, black-hat SEO, free SEO tips 38

PROBLEMS• Usually de-structured informations 39

MICROFORMATS FOR IN-PAGE OPTIMIZATIONProvide well-structured informations – Users reviews – Events – ... 40

Microformats• Personal Informations (hCard)• Social (FOAF)• Events (hCalendar)• Products (RDFa/GoodRelations)• Reviews (hReview) 41

 GoodRelations is a standardized vocabulary for product,price, and company data that:(1) can be embedded into existing [...] Web pages and(2) can be processed by other computers.  oreilly.com 2spaghi.it  overstock.com bestbuy.com  ... comparatorehosting.com http://www.ebusiness-unibw.org/wiki/GoodRelations#Applications 42

GoodRelations + Google 43

GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease something, or to express interest in such an offer• gr:ProductOrServiceModel for the datasheet describing the features of a product• gr:LocationOfSalesOrServiceProvisioning for a store or location from which the offer is available 44

GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease something, or to express interest in such an offer• gr:ProductOrServiceModel for the datasheet describing the features of a product• gr:LocationOfSalesOrServiceProvisioning for a store or location from which the offer is available 45

gr:Offering → products tassonomy http://www.ebusiness-unibw.org/tools/grsnippetgen/ 46

gr:Offering complete example http://www.ebusiness-unibw.org/tools/grsnippetgen/Descriptive text: We sell (gr:hasBusinessFunction) “Hosting product 123” which“Supports PHP 5, MySQL, Perl, unlimited emails and subdomains”, and is specifical for(gr:eligibleCostumerTypes) Enduser, Business and PublicIstitution. It costs(gr:hasCurrencyValue) 50 $ (gr:hasCurrency), and we accept Paypal, VISA andMastercard Payments (gr:acceptedPaymentsMethods) 47

gr:Offering multi-products http://www.ebusiness-unibw.org/tools/grsnippetgen/If you have multiple products within the same web page,simply create and copy the snippet multiple timesreplace all ocurrences of the element #offer inside the samesnippet by #offer1, #offer2, etc. 48

GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease something, or to express interest in such an offer• gr:ProductOrServiceModel for the datasheet describing the features of a product ...• gr:LocationOfSalesOrServiceProvisioning for a store or location from which the offer is available ...• See http://www.heppnetz.de/ontologies/goodrelations/v1 49

Company: Semantic Representation ← Dictionary specification 50

WHY SHOULD GR BE USEFUL FOR SEO? • Universal Product Catalogue • SERP quality improvement • Well-known format 51

hReview  hReview is a microformat for publishing reviews of books, music, films, restaurants, businesses, holidays, etc.[1] using (X)HTML on web pages  It uses HTML classes and rel attributes  shockingexperts.com  elevatelocal.co.uk  assistenza-clienti.ithttp://wordpress.org/extend/plugins/wp-customer-reviews/ 52

hReview + Google• Properties – fn (formatted name) – Reviewer (GameSpot) – Date (Nov 3, 2009) • Individual Review – summary • Review-aggregate – description – rating ( ) 53

hReview into HTML markupBy default, Google assumes that your site uses a 5-point scale, where 5 is the best possible rating and 1 is the worst. 54

Review-aggregate: example http://www.google.com/webmasters/tools/richsnippets 55

Another example: Google Recipes 56

WHY SHOULD hReview BE USEFUL FOR SEO?• Increase word-of-mouth (visits)• SERP quality improvement• Well-known format 57

microdata microformatsEQUIVALENTFORMS RDFa 58

THE LAND OF THE UNICORN...?If everyone would subscribe to such a system and create good metadata for the purposes of describing their goods, services and information →• it would be a trivial matter to search the Internet for highly qualified, context-sensitive results 59

CRITICISM: “metacrap”• Theres more than one way to describe something• Dishonesty: emphasize my high-scoring axes && de- emphasize my low-scoring axes “A leopard cant change his spots”http://www.well.com/~doctorow/metacrap.htm 60

FAQ• Microformats “ignored” by Google? Mmm... no – Not Visible to users (i.e. display:none) microformats – Wrong Sintax shown in Google...??? – Low Relevance – Crawler not yet updated – ...patience ;) 61

4-STEP SEO++• Semantic KW research• Semantic-URLs• GoodRelations for improving your e- commerce site• Give user the chance to review/vote your contents (software, services, … ) 62

LOOKING AT THE FUTURE• Naturally adapting semantics in Twitter (µBlogs)• LinkedData: "recommended best practice for exposing, sharing, and connecting pieces of data, information, and knowledge on the Semantic Web”• SPARQLE http://en.wikipedia.org/wiki/SPARQL 63

REFERENCEShttp://www.heppnetz.de/projects/goodrelations/http://www.google.com/webmasters/tools/richsnippetshttp://linkeddata.org/http://www.mattgroening.com/http://www.makebeliefscomix.com/Comix/ 64

THANK YOU!http://twitter.com/salcapolupohttp://mdrseo.comhttp://seobynight.blogspot.com ← complete transcription http://asiunical.org 65

ABOUT ME  Computer Engineer  PHP/MySQL Freelance Operational Research PhD  Tech Blogger  Affiliate-marketer  Hosting reseller Exploiting microformats and semantic-WEB for SEO purposes 2

BACKGROUND• SEO basics • Keyphrase =• Websites basics meaniningful – i.e. HTML/PHP sequence of keywords• Web-server configuration • Word of mouth = the – i.e. .htaccess passing of information from person to person Exploiting microformats and semantic-WEB for SEO purposes 3

4 SIMPLE IDEAS(1) Exploiting Semantic URLs(2) Long-tail Keyphrases(3) Expose product features (e-commerce)(4) Give users chance to judge your product Exploiting microformats and semantic-WEB for SEO purposes 4

EVOLUTIONhttp://www.w3.org/People/Ivan/CorePresentations/Applications/ Exploiting microformats and semantic-WEB for SEO purposes 5

STRUCTURE RECOGNITION Exploiting microformats and semantic-WEB for SEO purposes 6

EXAMPLE→ → Which one is morerepresentative? → Google tries in general to Exploiting microformats and semantic-WEB for SEO purposes 7“guess”

QUALITY OF A WEB-SITE http://googlewebmastercentral.blogspot.com/ “More guidance on building high-quality sites” Friday, May 06, 2011 at 11:22 AM Exploiting microformats and semantic-WEB for SEO purposes 8

SCENARIO SITE-TRUSTWould you trust the information presented in this article? Exploiting microformats and semantic-WEB for SEO purposes 9

#1 : SEMANTIC WEB FOR WEBMASTERS Sem WEB is a “web of data” EXAMPLE: Dublin Core metadata record can describe physical resources such as books, digital materials such as video, sound, image, or text files. Exploiting microformats and semantic-WEB for SEO purposes 10

#2 : SEMANTIC WEB & SEARCH ENGINES 1) Related content into SERPS 2) No exact keyword matching! Exploiting microformats and semantic-WEB for SEO purposes 11

SEMANTIC WEB & SEARCH ENGINESGoogle tries to “guess” relevancy of documents using some semantic features Exploiting microformats and semantic-WEB for SEO purposes 12

LATENT INDEX SEMANTIC From exact KW matchings to semantic domains What this page is really about ?Semantic Domain Find related terms to a main keyword Exploiting microformats and semantic-WEB for SEO purposes 13

FACING BLACK BOXSemantics → give real sense to your contentsExpose relevant data (i.e. price and essential features of products you sell) Exploiting microformats and semantic-WEB for SEO purposes 14

APPROACHESSemantics → spread keyword on page using contextual associations (i.e. cheap car is often used car)Expose relevant data → integrate HTML with microformats Exploiting microformats and semantic-WEB for SEO purposes 15

“SEMANTIC” BACKLINKS SEO = just “inflate” your PR → reducted impact,narrow vision Automated backlinks (little blogs,random forums, paid links, …) FAST & BADSemantic-backlinks example: Comment a site / Be cited by a site pertinent and contextual SLOW & Exploiting microformats and semantic-WEB for SEO purposes GOOD 16

TIPICAL PROBLEMS• Spam• Similar Articles• Content Farms• Duplicate Contents... Exploiting microformats and semantic-WEB for SEO purposes 17

TIPICAL PROBLEMS• ...Well-knows competitors take the lions share• → Many researches with: – Bad Precision – Bad Recall Exploiting microformats and semantic-WEB for SEO purposes 18

GOOGLE PATENT Query entity detection Search engine receives a search query, determines whether the received search query includes an entity name, and determineshttp://www.makebeliefscomix.com/Comix/ whether the entity name is associated with a common word or phrase. Generate a link to a rewritten query or include a restrict identifier associated with the entity name (US Patent 7,536,382) Exploiting microformats and semantic-WEB for SEO purposes 19

DONT REPEAT http://mdrseo.com– “echo back” effect - i.e. similar low-quality contents about same topic: WE ARE SURE: X=Y We think X about Y I (!) suppose X about YI evaluate Xabout Y Exploiting microformats and semantic-WEB for SEO purposes 20

SEO• Documents• Links Exploiting microformats and semantic-WEB for SEO purposes 21

SEO → SEO++• Documents → data, things, entities• Links → “relationships” entity sem-relpage Exploiting microformats and semantic-WEB for SEO purposes 22

THE PRICE TO PAY• Extend keyword using semantic domains – Microformats → little-impact HTML changes Exploiting microformats and semantic-WEB for SEO purposes 23

WEB 3.0• RDF = “general method for conceptual description of information that is implemented in web resources”• µF = re-use existing HTML/XHTML tags to convey meta-data and other attributes in web pages and/or RSS Exploiting microformats and semantic-WEB for SEO purposes 24

REMARKS– QUALITY ≈ TRUST concept– Latent Index Semantic– Relevant details to search engines: • Microformats– Avoid “echo back” effects Exploiting microformats and semantic-WEB for SEO purposes 25

SEMANTIC URL = “human-readable”  my-site.com/index.php?sect=4&p=2 Exploiting microformats and semantic-WEB for SEO purposes 26

SEMANTIC URL = “human-readable”  my-site.com/index.php?sect=4&p=2  e-commerce.com/buy-php-mysql-hosting  buythis.net/hosting/cheap Exploiting microformats and semantic-WEB for SEO purposes 27

SEMANTIC URL = “human-readable”  easily remembered;  navigational structure;  intuitively manipulated;  more durable;  more bookmarked;  may improve security! Exploiting microformats and semantic-WEB for SEO purposes 28

REMARKS GOOGLE DOESNT USE EXACT MATCHING Example: buyshoes.com/cheap-buy/low-cost-shoes KEYWORD STUFFING  IS NOT USEFUL FOR USERS →  NOT USEFUL FOR SEARCH ENGINES Exploiting microformats and semantic-WEB for SEO purposes 29

URLs ARE NOT ALL... title description URL “When searchers scan through search engine listings what usually they read?”  43%: descriptions  30%: titles  21%: URLshttp://yourseoplan.com Exploiting microformats and semantic-WEB for SEO purposes 30

OPTIMIZING TITLE/DESCRIPTION Semantically related means:  Taking into account THE MOST STRICTLY LINKED UP terms Exploiting microformats and semantic-WEB for SEO purposes 31

INTRODUCING: LONG TAIL  Searchers often use too generic stems (i.e. hostel, site-builder)  In others cases people tends to be more specific (i.e. london cheap hostels, free site-builder mac) Exploiting microformats and semantic-WEB for SEO purposes 32

THE LONG TAILLong tail addresses usuallymany specifical keywords(niches) “The future [...] is in the millionsof niche markets at the shallowend of the bitstream” CHRIS ANDERSEN http://www.wired.com/wired/archive/12.10/tail_pr.html Image by: www.online-marketing.it Exploiting microformats and semantic-WEB for SEO purposes 33

http://www.seomoz.org/blog/illustrating-the-long-tailsemantic-WEB Exploiting microformats and 34 for SEO purposes

EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL Exploiting microformats and semantic-WEB for SEO purposes 35

EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL Exploiting microformats and semantic-WEB for SEO purposes 36

SEO, SEO service(s), SEO company, company SEO, ... Exploiting microformats and semantic-WEB for SEO purposes 37

Stupidly simple SEO, black-hat SEO, free SEO tips Exploiting microformats and semantic-WEB for SEO purposes 38

PROBLEMS• Usually de-structured informations Exploiting microformats and semantic-WEB for SEO purposes 39

MICROFORMATS FOR IN-PAGE OPTIMIZATIONProvide well-structured informations – Users reviews – Events – ... Exploiting microformats and semantic-WEB for SEO purposes 40

Microformats• Personal Informations (hCard)• Social (FOAF)• Events (hCalendar)• Products (RDFa/GoodRelations)• Reviews (hReview) Exploiting microformats and semantic-WEB for SEO purposes 41

 GoodRelations is a standardized vocabulary for product,price, and company data that:(1) can be embedded into existing [...] Web pages and(2) can be processed by other computers.  oreilly.com 2spaghi.it  overstock.com bestbuy.com  ... comparatorehosting.com http://www.ebusiness-unibw.org/wiki/GoodRelations#Applications Exploiting microformats and semantic-WEB for SEO purposes 42

GoodRelations + Google Exploiting microformats and semantic-WEB for SEO purposes 43

GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease something, or to express interest in such an offer• gr:ProductOrServiceModel for the datasheet describing the features of a product• gr:LocationOfSalesOrServiceProvisioning for a store or location from which the offer is available Exploiting microformats and semantic-WEB for SEO purposes 44

GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease something, or to express interest in such an offer• gr:ProductOrServiceModel for the datasheet describing the features of a product• gr:LocationOfSalesOrServiceProvisioning for a store or location from which the offer is available Exploiting microformats and semantic-WEB for SEO purposes 45

gr:Offering → products tassonomy http://www.ebusiness-unibw.org/tools/grsnippetgen/ Exploiting microformats and semantic-WEB for SEO purposes 46

gr:Offering complete example http://www.ebusiness-unibw.org/tools/grsnippetgen/Descriptive text: We sell (gr:hasBusinessFunction) “Hosting product 123” which“Supports PHP 5, MySQL, Perl, unlimited emails and subdomains”, and is specifical for(gr:eligibleCostumerTypes) Enduser, Business and PublicIstitution. It costs(gr:hasCurrencyValue) 50 $ (gr:hasCurrency), and we accept Paypal, VISA andMastercard Payments (gr:acceptedPaymentsMethods) Exploiting microformats and semantic-WEB for SEO purposes 47

gr:Offering multi-products http://www.ebusiness-unibw.org/tools/grsnippetgen/If you have multiple products within the same web page,simply create and copy the snippet multiple timesreplace all ocurrences of the element #offer inside the samesnippet by #offer1, #offer2, etc. Exploiting microformats and semantic-WEB for SEO purposes 48

GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease something, or to express interest in such an offer• gr:ProductOrServiceModel for the datasheet describing the features of a product ...• gr:LocationOfSalesOrServiceProvisioning for a store or location from which the offer is available ...• See http://www.heppnetz.de/ontologies/goodrelations/v1 Exploiting microformats and semantic-WEB for SEO purposes 49

Company: Semantic Representation ← Dictionary specification Exploiting microformats and semantic-WEB for SEO purposes 50

WHY SHOULD GR BE USEFUL FOR SEO? • Universal Product Catalogue • SERP quality improvement • Well-known format Exploiting microformats and semantic-WEB for SEO purposes 51

hReview  hReview is a microformat for publishing reviews of books, music, films, restaurants, businesses, holidays, etc.[1] using (X)HTML on web pages  It uses HTML classes and rel attributes  shockingexperts.com  elevatelocal.co.uk  assistenza-clienti.ithttp://wordpress.org/extend/plugins/wp-customer-reviews/ Exploiting microformats and semantic-WEB for SEO purposes 52

hReview + Google• Properties – fn (formatted name) – Reviewer (GameSpot) – Date (Nov 3, 2009) • Individual Review – summary • Review-aggregate – description – rating ( ) Exploiting microformats and semantic-WEB for SEO purposes 53

hReview into HTML markupBy default, Google assumes that your site uses a 5-point scale, where 5 is the best possible rating and 1 is the worst. Exploiting microformats and semantic-WEB for SEO purposes 54

Review-aggregate: example http://www.google.com/webmasters/tools/richsnippets Exploiting microformats and semantic-WEB for SEO purposes 55

Another example: Google Recipes Exploiting microformats and semantic-WEB for SEO purposes 56

WHY SHOULD hReview BE USEFUL FOR SEO?• Increase word-of-mouth (visits)• SERP quality improvement• Well-known format Exploiting microformats and semantic-WEB for SEO purposes 57

microdata microformatsEQUIVALENTFORMS RDFa Exploiting microformats and semantic-WEB for SEO purposes 58

THE LAND OF THE UNICORN...?If everyone would subscribe to such a system and create good metadata for the purposes of describing their goods, services and information →• it would be a trivial matter to search the Internet for highly qualified, context-sensitive results Exploiting microformats and semantic-WEB for SEO purposes 59

CRITICISM: “metacrap”• Theres more than one way to describe something• Dishonesty: emphasize my high-scoring axes && de- emphasize my low-scoring axes “A leopard cant change his spots”http://www.well.com/~doctorow/metacrap.htm Exploiting microformats and semantic-WEB for SEO purposes 60

FAQ• Microformats “ignored” by Google? Mmm... no – Not Visible to users (i.e. display:none) microformats – Wrong Sintax shown in Google...??? – Low Relevance – Crawler not yet updated – ...patience ;) Exploiting microformats and semantic-WEB for SEO purposes 61

4-STEP SEO++• Semantic KW research• Semantic-URLs• GoodRelations for improving your e- commerce site• Give user the chance to review/vote your contents (software, services, … ) Exploiting microformats and semantic-WEB for SEO purposes 62

LOOKING AT THE FUTURE• Naturally adapting semantics in Twitter (µBlogs)• LinkedData: "recommended best practice for exposing, sharing, and connecting pieces of data, information, and knowledge on the Semantic Web”• SPARQLE http://en.wikipedia.org/wiki/SPARQL Exploiting microformats and semantic-WEB for SEO purposes 63

REFERENCEShttp://www.heppnetz.de/projects/goodrelations/http://www.google.com/webmasters/tools/richsnippetshttp://linkeddata.org/http://www.mattgroening.com/http://www.makebeliefscomix.com/Comix/ Exploiting microformats and semantic-WEB for SEO purposes 64

THANK YOU!http://twitter.com/salcapolupohttp://mdrseo.comhttp://seobynight.blogspot.com ← complete transcription http://asiunical.org Exploiting microformats and semantic-WEB for SEO purposes 65

Exploiting microformats and semantics for SEO purposes

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Exploiting microformats and semantics for SEO purposes — Presentation Transcript