Rdfa semtech2011

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Chronology of events leading up to inevitable adoption of schema.org and in some form, the semantic web

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Rdfa semtech2011

  1. 1. The RDFA/SEO WAVEHow to catch it & why Email: bstarr@Ontologica.us Twitter: @BarbaraStarr
  2. 2. The Schema.org/SEO WAVE How to catch it & why Email: bstarr@Ontologica.us Twitter: @BarbaraStarr
  3. 3. About me• Decadesworking with Semantic Technologies in finance, government, insurance and more• Currently – Major Online Retailer• SD Semweb organizer, assistant SF organizer, etc• Added goodrelationsrdfa onto some 900,000 item pages – Looking at all kinds of backlinks from many e-tailers sites certainly demonstrated the necessity for structured data within web pages or a “less gameable” search solution.
  4. 4. What I am going to talk about• The Wave• How to catch it• Why• The catch?• Demo
  5. 5. Some basic definitions• RDFa - RDF in attributes• Rich snippets, embedded structured data on html pages• Typically used initially by the search engines to enhance displays in SERPs• Rich Snippets yield increase in CTR (Click Through Rate)• Initial claim – no change in search rankings
  6. 6. The WAVE
  7. 7. The Wave• Yahoo• Google• Facebook• Many others, but focus on SEO
  8. 8. Adoption/Usage• First used by Yahoo, Searchmonkey, Feb 2008• Full RDFa support• Products• News• Events• Video• Documents• Local
  9. 9. The Demise of SearchmonkeyContinued Support for RDFA snippets
  10. 10. Adoption/Usage - GOOGLE• Rich snippets introduced May 12, 2009 – Reviews – People – Events – Businesses and organizations – Reviews – Recipes – Breadcrumbs – Local Search – Video – Images – Productshttp://rdf.data-vocabulary.org/#
  11. 11. Rich SnippetsMAY 12, 2009 • Google now supports Rich snippets for – People – Events – Businesses and organizations – Reviews – Recipes – Products – Breadcrumbs – Local Search http://rdf.data-vocabulary.org/#
  12. 12. RDFa for videos September 2009
  13. 13. October 26, 2009
  14. 14. Events Mar 12, 2010
  15. 15. Recipes April 13, 201017
  16. 16. FacebookOpengraph protocol based on RFDa April 20, 2010 Enables “semantic Profiling” of users
  17. 17. April 26, 2010
  18. 18. Sept 2, 2010
  19. 19. Sept 22, 2010
  20. 20. Products – Nov 2, 2010Included support for goodrelations vocabulary
  21. 21. Peter Mika’s blog – Yahoo Analysis Results prior to goodrelations announcement by google
  22. 22. LOD Cloud Evolution The wave of growth has been remarkableSource maintained by: Richard Cygniak and AnjaJentsch. http://lod-cloud.net
  23. 23. Mar 2008
  24. 24. March 5 - 2009
  25. 25. LOD cloud – Sept 22 2010latest LOD cloud
  26. 26. How to catch the wave
  27. 27. How to catch the wave• Add rdfa to your website• Either directly or using tools – Great goodrelations support for rich snippet generation – Wordpress plug ins and other tools available – Drupal support – Others
  28. 28. Why – Benefits
  29. 29. Benefits• Increase in CTR• Visibility in search engine verticals – Local search – Shopping• Definite ranking increase for verified, validated data (e.g within product search)• Visibility in other engines/apps consuming RDFa• Mobile usage – massive market• Strong need for structured markup » Combat spam » Make information more findable » Read more an schema.org » …
  30. 30. Increase in CTR• Yahoo performed a study that showed > 15% increase in CTR on some sites as a result of using Rich snippets
  31. 31. Search Engine verticals• Additional rewards for encoding rich snippets on your site.• Search verticals leveraging consumption of structured data• Products, recipes, places ..
  32. 32. Visibility in local Search
  33. 33. Visibility in new products consuming RDFA
  34. 34. Consuming multiple microformats
  35. 35. The Catch?
  36. 36. So what is the catch or is there one?• Adoption June 2, 2011 JUST IN TIME FOR SEMTECH 2011?• Ease of use• Standardized vocabularies• Complex nesting of divs and spans• There is a need for standardized vocabularies, so how can we now best leverage microdata and Schema.org?
  37. 37. RDFA VALIDATORS AND TESTERS• RDFA official site:http://check.rdfa.info/• Sindice Inspector: http://inspector.sindice.com/• Yahoo Objectfinder: http://developer.search.yahoo.com/help/objectfinder• Google rich snippets tester: http://www.google.com/webmasters/tools/richsnippets• New tool in Gruff – Demo to follow
  38. 38. DEMOHow to use allegrograph visualization to ensure your RDFa is correct Barbara Starr Email: bstarr@Ontologica.us Twitter: @BarbaraStarr
  39. 39. July 16, 2010
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