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My web-semantic and SEO presentation for SEO Workshop @ Unical (Rende, Cosenza, Italy).

My web-semantic and SEO presentation for SEO Workshop @ Unical (Rende, Cosenza, Italy).

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Exploiting microformats and semantics for SEO purposes Presentation Transcript

  • 1. Exploiting microformats and semantic WEB for SEO purposesSALVATORE CAPOLUPO 1
  • 2. ABOUT ME  Computer Engineer  PHP/MySQL Freelance Operational Research PhD  Tech Blogger  Affiliate-marketer  Hosting reseller 2
  • 3. 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. 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
  • 5. EVOLUTIONhttp://www.w3.org/People/Ivan/CorePresentations/Applications/ 5
  • 6. STRUCTURE RECOGNITION 6
  • 7. EXAMPLE→ → Which one is morerepresentative? → Google tries in general to 7“guess”
  • 8. 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
  • 9. SCENARIO SITE-TRUSTWould you trust the information presented in this article? 9
  • 10. #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
  • 11. #2 : SEMANTIC WEB & SEARCH ENGINES 1) Related content into SERPS 2) No exact keyword matching! 11
  • 12. SEMANTIC WEB & SEARCH ENGINESGoogle tries to “guess” relevancy of documents using some semantic features 12
  • 13. 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
  • 14. FACING BLACK BOXSemantics → give real sense to your contentsExpose relevant data (i.e. price and essential features of products you sell) 14
  • 15. APPROACHESSemantics → spread keyword on page using contextual associations (i.e. cheap car is often used car)Expose relevant data → integrate HTML with microformats 15
  • 16. “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
  • 17. TIPICAL PROBLEMS• Spam• Similar Articles• Content Farms• Duplicate Contents... 17
  • 18. TIPICAL PROBLEMS• ...Well-knows competitors take the lions share• → Many researches with: – Bad Precision – Bad Recall 18
  • 19. 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
  • 20. 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
  • 21. SEO• Documents• Links 21
  • 22. SEO → SEO++• Documents → data, things, entities• Links → “relationships” entity sem-relpage 22
  • 23. THE PRICE TO PAY• Extend keyword using semantic domains – Microformats → little-impact HTML changes 23
  • 24. 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
  • 25. REMARKS– QUALITY ≈ TRUST concept– Latent Index Semantic– Relevant details to search engines: • Microformats– Avoid “echo back” effects 25
  • 26. SEMANTIC URL = “human-readable”  my-site.com/index.php?sect=4&p=2 26
  • 27. 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
  • 28. SEMANTIC URL = “human-readable”  easily remembered;  navigational structure;  intuitively manipulated;  more durable;  more bookmarked;  may improve security! 28
  • 29. 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
  • 30. 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
  • 31. OPTIMIZING TITLE/DESCRIPTION Semantically related means:  Taking into account THE MOST STRICTLY LINKED UP terms 31
  • 32. 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
  • 33. 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
  • 34. http://www.seomoz.org/blog/illustrating-the-long-tail 34
  • 35. EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL 35
  • 36. EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL 36
  • 37. SEO, SEO service(s), SEO company, company SEO, ... 37
  • 38. Stupidly simple SEO, black-hat SEO, free SEO tips 38
  • 39. PROBLEMS• Usually de-structured informations 39
  • 40. MICROFORMATS FOR IN-PAGE OPTIMIZATIONProvide well-structured informations – Users reviews – Events – ... 40
  • 41. Microformats• Personal Informations (hCard)• Social (FOAF)• Events (hCalendar)• Products (RDFa/GoodRelations)• Reviews (hReview) 41
  • 42.  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
  • 43. GoodRelations + Google 43
  • 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 44
  • 45. 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
  • 46. gr:Offering → products tassonomy http://www.ebusiness-unibw.org/tools/grsnippetgen/ 46
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. Company: Semantic Representation ← Dictionary specification 50
  • 51. WHY SHOULD GR BE USEFUL FOR SEO? • Universal Product Catalogue • SERP quality improvement • Well-known format 51
  • 52. 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
  • 53. hReview + Google• Properties – fn (formatted name) – Reviewer (GameSpot) – Date (Nov 3, 2009) • Individual Review – summary • Review-aggregate – description – rating ( ) 53
  • 54. 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
  • 55. Review-aggregate: example http://www.google.com/webmasters/tools/richsnippets 55
  • 56. Another example: Google Recipes 56
  • 57. WHY SHOULD hReview BE USEFUL FOR SEO?• Increase word-of-mouth (visits)• SERP quality improvement• Well-known format 57
  • 58. microdata microformatsEQUIVALENTFORMS RDFa 58
  • 59. 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
  • 60. 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
  • 61. 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
  • 62. 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
  • 63. 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
  • 64. 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
  • 65. THANK YOU!http://twitter.com/salcapolupohttp://mdrseo.comhttp://seobynight.blogspot.com ← complete transcription http://asiunical.org 65
  • 66. 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
  • 67. 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
  • 68. 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
  • 69. EVOLUTIONhttp://www.w3.org/People/Ivan/CorePresentations/Applications/ Exploiting microformats and semantic-WEB for SEO purposes 5
  • 70. STRUCTURE RECOGNITION Exploiting microformats and semantic-WEB for SEO purposes 6
  • 71. EXAMPLE→ → Which one is morerepresentative? → Google tries in general to Exploiting microformats and semantic-WEB for SEO purposes 7“guess”
  • 72. 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
  • 73. SCENARIO SITE-TRUSTWould you trust the information presented in this article? Exploiting microformats and semantic-WEB for SEO purposes 9
  • 74. #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
  • 75. #2 : SEMANTIC WEB & SEARCH ENGINES 1) Related content into SERPS 2) No exact keyword matching! Exploiting microformats and semantic-WEB for SEO purposes 11
  • 76. SEMANTIC WEB & SEARCH ENGINESGoogle tries to “guess” relevancy of documents using some semantic features Exploiting microformats and semantic-WEB for SEO purposes 12
  • 77. 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
  • 78. 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
  • 79. 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
  • 80. “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
  • 81. TIPICAL PROBLEMS• Spam• Similar Articles• Content Farms• Duplicate Contents... Exploiting microformats and semantic-WEB for SEO purposes 17
  • 82. 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
  • 83. 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
  • 84. 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
  • 85. SEO• Documents• Links Exploiting microformats and semantic-WEB for SEO purposes 21
  • 86. SEO → SEO++• Documents → data, things, entities• Links → “relationships” entity sem-relpage Exploiting microformats and semantic-WEB for SEO purposes 22
  • 87. THE PRICE TO PAY• Extend keyword using semantic domains – Microformats → little-impact HTML changes Exploiting microformats and semantic-WEB for SEO purposes 23
  • 88. 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
  • 89. 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
  • 90. SEMANTIC URL = “human-readable”  my-site.com/index.php?sect=4&p=2 Exploiting microformats and semantic-WEB for SEO purposes 26
  • 91. 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
  • 92. 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
  • 93. 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
  • 94. 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
  • 95. OPTIMIZING TITLE/DESCRIPTION Semantically related means:  Taking into account THE MOST STRICTLY LINKED UP terms Exploiting microformats and semantic-WEB for SEO purposes 31
  • 96. 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
  • 97. 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
  • 98. http://www.seomoz.org/blog/illustrating-the-long-tailsemantic-WEB Exploiting microformats and 34 for SEO purposes
  • 99. EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL Exploiting microformats and semantic-WEB for SEO purposes 35
  • 100. EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL Exploiting microformats and semantic-WEB for SEO purposes 36
  • 101. SEO, SEO service(s), SEO company, company SEO, ... Exploiting microformats and semantic-WEB for SEO purposes 37
  • 102. Stupidly simple SEO, black-hat SEO, free SEO tips Exploiting microformats and semantic-WEB for SEO purposes 38
  • 103. PROBLEMS• Usually de-structured informations Exploiting microformats and semantic-WEB for SEO purposes 39
  • 104. MICROFORMATS FOR IN-PAGE OPTIMIZATIONProvide well-structured informations – Users reviews – Events – ... Exploiting microformats and semantic-WEB for SEO purposes 40
  • 105. Microformats• Personal Informations (hCard)• Social (FOAF)• Events (hCalendar)• Products (RDFa/GoodRelations)• Reviews (hReview) Exploiting microformats and semantic-WEB for SEO purposes 41
  • 106.  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
  • 107. GoodRelations + Google Exploiting microformats and semantic-WEB for SEO purposes 43
  • 108. 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
  • 109. 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
  • 110. gr:Offering → products tassonomy http://www.ebusiness-unibw.org/tools/grsnippetgen/ Exploiting microformats and semantic-WEB for SEO purposes 46
  • 111. 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
  • 112. 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
  • 113. 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
  • 114. Company: Semantic Representation ← Dictionary specification Exploiting microformats and semantic-WEB for SEO purposes 50
  • 115. 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
  • 116. 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
  • 117. 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
  • 118. 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
  • 119. Review-aggregate: example http://www.google.com/webmasters/tools/richsnippets Exploiting microformats and semantic-WEB for SEO purposes 55
  • 120. Another example: Google Recipes Exploiting microformats and semantic-WEB for SEO purposes 56
  • 121. 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
  • 122. microdata microformatsEQUIVALENTFORMS RDFa Exploiting microformats and semantic-WEB for SEO purposes 58
  • 123. 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
  • 124. 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
  • 125. 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
  • 126. 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
  • 127. 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
  • 128. 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
  • 129. 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