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Exploiting            microformats and             semantic WEB            for SEO purposesSALVATORE CAPOLUPO             ...
ABOUT ME        Computer Engineer      PHP/MySQL Freelance  Operational Research PhD              Tech Blogger       ...
BACKGROUND• SEO basics         • Keyphrase =• Websites basics      meaniningful  – i.e. HTML/PHP      sequence of keywords...
4 SIMPLE IDEAS(1) Exploiting Semantic URLs(2) Long-tail Keyphrases(3) Expose product features (e-commerce)(4) Give users c...
EVOLUTIONhttp://www.w3.org/People/Ivan/CorePresentations/Applications/                                         5
STRUCTURE RECOGNITION                6
EXAMPLE→                               →  Which one is morerepresentative? →  Google tries in general to                ...
QUALITY OF A WEB-SITE    http://googlewebmastercentral.blogspot.com/  “More guidance on building high-quality sites”      ...
SCENARIO                      SITE-TRUSTWould you trust the information presented in this article?                        ...
#1 : SEMANTIC WEB FOR      WEBMASTERS     Sem WEB is a “web of data”     EXAMPLE:         Dublin Core metadata       recor...
#2 : SEMANTIC WEB &  SEARCH ENGINES  1) Related content into SERPS  2) No exact keyword matching!                         ...
SEMANTIC WEB & SEARCH         ENGINESGoogle tries to “guess” relevancy of documents using some  semantic features         ...
LATENT INDEX SEMANTIC      From exact KW matchings to semantic domains                                   What this page is...
FACING BLACK BOXSemantics → give real sense to your contentsExpose relevant data (i.e. price and essential  features of pr...
APPROACHESSemantics → spread keyword on page using  contextual associations (i.e. cheap car is often used  car)Expose rele...
“SEMANTIC” BACKLINKS  SEO = just “inflate” your PR → reducted impact,narrow vision  Automated backlinks (little blogs,ra...
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...
GOOGLE PATENT                                           Query entity detection                                         Sea...
DONT REPEAT                   http://mdrseo.com– “echo back” effect - i.e. similar low-quality contents about  same topic:...
SEO• Documents• Links                    21
SEO → SEO++• Documents → data, things, entities• Links → “relationships”                 entity       sem-relpage         ...
THE PRICE TO PAY• Extend keyword using semantic domains                      – Microformats → little-impact               ...
WEB 3.0• RDF = “general method for  conceptual      description     of  information that is implemented in  web resources”...
REMARKS– QUALITY ≈ TRUST concept– Latent Index Semantic– Relevant details to search engines:   • Microformats– Avoid “echo...
SEMANTIC URL = “human-readable”                my-site.com/index.php?sect=4&p=2                                          ...
SEMANTIC URL = “human-readable”                my-site.com/index.php?sect=4&p=2                                e-commerc...
SEMANTIC URL = “human-readable”                  easily remembered;                  navigational structure;           ...
REMARKS    GOOGLE DOESNT USE EXACT MATCHING        Example: buyshoes.com/cheap-buy/low-cost-shoes    KEYWORD STUFFING  ...
URLs ARE NOT ALL...                                                title                                                de...
OPTIMIZING TITLE/DESCRIPTION    Semantically related means:            Taking into account THE        MOST STRICTLY LINK...
INTRODUCING: LONG TAIL                        Searchers often use too           generic stems (i.e. hostel,           sit...
THE LONG TAILLong tail addresses usuallymany specifical keywords(niches) “The future [...] is in the millionsof niche mark...
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  – ...         ...
Microformats•   Personal Informations (hCard)•   Social (FOAF)•   Events (hCalendar)•   Products (RDFa/GoodRelations)•   R...
 GoodRelations is a standardized vocabulary for product,price, and company data that:(1) can be embedded into existing [....
GoodRelations + Google                   43
GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease s...
GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease  ...
gr:Offering → products tassonomy          http://www.ebusiness-unibw.org/tools/grsnippetgen/                              ...
gr:Offering complete example                               http://www.ebusiness-unibw.org/tools/grsnippetgen/Descriptive t...
gr:Offering multi-products                      http://www.ebusiness-unibw.org/tools/grsnippetgen/If you have multiple pro...
GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease s...
Company: Semantic Representation                         ← Dictionary                         specification               ...
WHY SHOULD GR BE USEFUL       FOR SEO?   • Universal Product Catalogue   • SERP quality improvement   • Well-known format ...
hReview   hReview is a microformat for publishing reviews of books, music, films, restaurants, businesses, holidays, etc....
hReview + Google• Properties   – fn (formatted name)   – Reviewer (GameSpot)   – Date (Nov 3, 2009)    • Individual Review...
hReview into HTML markupBy default, Google assumes that your site uses a 5-point scale, where 5 is the best possible ratin...
Review-aggregate: example        http://www.google.com/webmasters/tools/richsnippets                                      ...
Another example: Google Recipes                        56
WHY SHOULD hReview BE USEFUL        FOR SEO?• Increase word-of-mouth (visits)• SERP quality improvement• Well-known format...
microdata                    microformatsEQUIVALENTFORMS             RDFa              58
THE LAND OF THE            UNICORN...?If everyone would subscribe to such a system and   create good metadata for the purp...
CRITICISM: “metacrap”• Theres more than one way to describe something• Dishonesty: emphasize my high-scoring axes && de-  ...
FAQ• Microformats “ignored” by Google?            Mmm... no  – Not Visible to users (i.e. display:none)   microformats  – ...
4-STEP SEO++• Semantic KW research• Semantic-URLs• GoodRelations for improving your e-  commerce site• Give user the chanc...
LOOKING AT THE FUTURE• Naturally adapting semantics in Twitter (µBlogs)• LinkedData:      "recommended best practice for  ...
REFERENCEShttp://www.heppnetz.de/projects/goodrelations/http://www.google.com/webmasters/tools/richsnippetshttp://linkedda...
THANK YOU!http://twitter.com/salcapolupohttp://mdrseo.comhttp://seobynight.blogspot.com ← complete transcription        ht...
ABOUT ME        Computer Engineer      PHP/MySQL Freelance  Operational Research PhD              Tech Blogger       ...
BACKGROUND• SEO basics                     • Keyphrase =• Websites basics                  meaniningful  – i.e. HTML/PHP  ...
4 SIMPLE IDEAS(1) Exploiting Semantic URLs(2) Long-tail Keyphrases(3) Expose product features (e-commerce)(4) Give users c...
EVOLUTIONhttp://www.w3.org/People/Ivan/CorePresentations/Applications/     Exploiting microformats and semantic-WEB for SE...
STRUCTURE RECOGNITION      Exploiting microformats and semantic-WEB for SEO purposes                                   6
EXAMPLE→                            →  Which one is morerepresentative? →  Google tries in general to                  E...
QUALITY OF A WEB-SITE    http://googlewebmastercentral.blogspot.com/  “More guidance on building high-quality sites”      ...
SCENARIO                      SITE-TRUSTWould you trust the information presented in this article?                Exploiti...
#1 : SEMANTIC WEB FOR      WEBMASTERS     Sem WEB is a “web of data”     EXAMPLE:         Dublin Core metadata       recor...
#2 : SEMANTIC WEB &  SEARCH ENGINES  1) Related content into SERPS  2) No exact keyword matching!       Exploiting microfo...
SEMANTIC WEB & SEARCH         ENGINESGoogle tries to “guess” relevancy of documents using some  semantic features         ...
LATENT INDEX SEMANTIC      From exact KW matchings to semantic domains                                     What this page ...
FACING BLACK BOXSemantics → give real sense to your contentsExpose relevant data (i.e. price and essential  features of pr...
APPROACHESSemantics → spread keyword on page using  contextual associations (i.e. cheap car is often used  car)Expose rele...
“SEMANTIC” BACKLINKS  SEO = just “inflate” your PR → reducted impact,narrow vision  Automated backlinks (little blogs,ra...
TIPICAL PROBLEMS•   Spam•   Similar Articles•   Content Farms•   Duplicate Contents...                    Exploiting micro...
TIPICAL PROBLEMS• ...Well-knows competitors take the lions share• → Many researches with:   – Bad Precision   – Bad Recall...
GOOGLE PATENT                                            Query entity detection                                           ...
DONT REPEAT                   http://mdrseo.com– “echo back” effect - i.e. similar low-quality contents about  same topic:...
SEO• Documents• Links              Exploiting microformats and semantic-WEB for SEO purposes                              ...
SEO → SEO++• Documents → data, things, entities• Links → “relationships”                 entity       sem-relpage         ...
THE PRICE TO PAY• Extend keyword using semantic domains                       – Microformats → little-impact              ...
WEB 3.0• RDF = “general method for  conceptual      description     of  information that is implemented in  web resources”...
REMARKS– QUALITY ≈ TRUST concept– Latent Index Semantic– Relevant details to search engines:   • Microformats– Avoid “echo...
SEMANTIC URL = “human-readable”                my-site.com/index.php?sect=4&p=2                 Exploiting microformats a...
SEMANTIC URL = “human-readable”                my-site.com/index.php?sect=4&p=2                                e-commerc...
SEMANTIC URL = “human-readable”                  easily remembered;                  navigational structure;           ...
REMARKS    GOOGLE DOESNT USE EXACT MATCHING        Example: buyshoes.com/cheap-buy/low-cost-shoes    KEYWORD STUFFING  ...
URLs ARE NOT ALL...                                                    title                                              ...
OPTIMIZING TITLE/DESCRIPTION    Semantically related means:            Taking into account THE        MOST STRICTLY LINK...
INTRODUCING: LONG TAIL                                      Searchers often use too                  generic stems (i.e. ...
THE LONG TAILLong tail addresses usuallymany specifical keywords(niches) “The future [...] is in the millionsof niche mark...
http://www.seomoz.org/blog/illustrating-the-long-tailsemantic-WEB              Exploiting microformats and 34             ...
EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL            Exploiting microformats and semantic-WEB for SEO purposes             ...
EXAMPLES: GOOGLE WHEEL & ADWORDS KW TOOL            Exploiting microformats and semantic-WEB for SEO purposes             ...
SEO, SEO service(s), SEO company, company SEO, ...                Exploiting microformats and semantic-WEB for SEO purpose...
Stupidly simple SEO, black-hat SEO, free SEO tips               Exploiting microformats and semantic-WEB for SEO purposes ...
PROBLEMS• Usually de-structured informations                  Exploiting microformats and semantic-WEB for SEO purposes   ...
MICROFORMATS FOR IN-PAGE       OPTIMIZATIONProvide well-structured informations  – Users reviews  – Events  – ...         ...
Microformats•   Personal Informations (hCard)•   Social (FOAF)•   Events (hCalendar)•   Products (RDFa/GoodRelations)•   R...
 GoodRelations is a standardized vocabulary for product,price, and company data that:(1) can be embedded into existing [....
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 s...
GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease  ...
gr:Offering → products tassonomy           http://www.ebusiness-unibw.org/tools/grsnippetgen/          Exploiting microfor...
gr:Offering complete example                               http://www.ebusiness-unibw.org/tools/grsnippetgen/Descriptive t...
gr:Offering multi-products                      http://www.ebusiness-unibw.org/tools/grsnippetgen/If you have multiple pro...
GoodRelations Core Classes• gr:BusinessEntity for a company or business• gr:Offering for an offer to sell, repair, lease s...
Company: Semantic Representation                                       ← Dictionary                                       ...
WHY SHOULD GR BE USEFUL       FOR SEO?   • Universal Product Catalogue   • SERP quality improvement   • Well-known format ...
hReview   hReview is a microformat for publishing reviews of books, music, films, restaurants, businesses, holidays, etc....
hReview + Google• Properties   – fn (formatted name)   – Reviewer (GameSpot)   – Date (Nov 3, 2009)         • Individual R...
hReview into HTML markupBy default, Google assumes that your site uses a 5-point scale, where 5 is the best possible ratin...
Review-aggregate: example        http://www.google.com/webmasters/tools/richsnippets      Exploiting microformats and sema...
Another example: Google Recipes         Exploiting microformats and semantic-WEB for SEO purposes                         ...
WHY SHOULD hReview BE USEFUL        FOR SEO?• Increase word-of-mouth (visits)• SERP quality improvement• Well-known format...
microdata                                              microformatsEQUIVALENTFORMS                                       R...
THE LAND OF THE            UNICORN...?If everyone would subscribe to such a system and   create good metadata for the purp...
CRITICISM: “metacrap”• Theres more than one way to describe something• Dishonesty: emphasize my high-scoring axes && de-  ...
FAQ• Microformats “ignored” by Google?             Mmm... no  – Not Visible to users (i.e. display:none)    microformats  ...
4-STEP SEO++• Semantic KW research• Semantic-URLs• GoodRelations for improving your e-  commerce site• Give user the chanc...
LOOKING AT THE FUTURE• Naturally adapting semantics in Twitter (µBlogs)• LinkedData:      "recommended best practice for  ...
REFERENCEShttp://www.heppnetz.de/projects/goodrelations/http://www.google.com/webmasters/tools/richsnippetshttp://linkedda...
THANK YOU!http://twitter.com/salcapolupohttp://mdrseo.comhttp://seobynight.blogspot.com ← complete transcription        ht...
Exploiting microformats for SEO purposes
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Exploiting microformats for SEO purposes

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Transcript of "Exploiting microformats for SEO purposes"

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