Sd sem weboct252010

Leveraging the growth of the Seman1c Web -‐ from Seman1c SEO to ..... San Diego Seman+c Web Meetup Oct 25, 2010 Barbara Starr Email: bstarr@Ontologica.us Twitter: @BarbaraStarr

So … Let us begin to take a look at how the Seman+c Web is being used and leveraged in the real world of late (feel free to add: ….. And of course, who is using it , how, ........

Seman+c Search/SEO The major Search Engines & Social Networks are currently leveraging Seman+c Web Technology

What is Seman+c Search • Semantic Search is basically the notion of improving search by using metadata or searching on that metadata. • There are several ways that the Search engines on the web may use this to enhance search results. – FIND, rather than SEARCH. • Searching directly on the metadata directly can yield specific answers or results as demonstrated in the following example: Query “Barack Obama Birthday” Results on

Google acquires Metaweb

Deﬁni+ve Answer on Top

Bing Definitive Answer Note: Freebase part of Metaweb acquisition by Google

Bing leveraged this for quite some +me Definitive answer & enhanced display

What is Seman+c Search (cont) • Semantic Search is basically the notion of improving search by using metadata or searching on that metadata. • There are several ways that the Search engines on the web may use this to enhance search results. – FIND, rather than SEARCH. • Searching directly on the metadata directly can yield specific answers or results as demonstrated in the following example: • Ran the query “Barack Obama Birthday” on both google, and bing. Obtained the following: – Answer engines rather than Search Engines?

What is Seman+c Search (Cont) • Semantic Search is basically the notion of improving search by using metadata or searching on that metadata. • There are several ways that the Search engines on the web may use this to enhance search results. – FIND, rather than SEARCH. – Another aspect of using metadata such as embedding metadata or semantic markup in web pages could be demonstrated by enhanced displays in search results (e.g. rich snippets in google). Both Google and Yahoo support enhanced displays for RDFa markup.

Rich Snippets • Google now supports Rich snippets for – People – Events – Businesses and organiza+ons – Reviews – Recipes – Products when related to a review – Breadcrumbs – Local Search h[p://rdf.data-‐vocabulary.org/#

Events

Recipes 14

Sept 2, 2010 now see more than twice as many searches with rich snippets in the results in the US, and a four-‐fold increase globally, compared to one year ago.

Single Events – Sept 2, 2010

Social Networks • While search engines can benefit from access to social networks, social networks can benefit from seman+c metadata in web pages – Example is Facebook’s Open Graph Protocol (also supports RDFa) which allows users to share & like objects (such as products) as opposed to web pages. Enables “Seman+c Profiling” of the users by facebook. (Japanese MIXI now using it)

Web Beneﬁts / Uses • Yahoo stated 15% increase in CTR as a result of enhanced displays, rich snippets in Google • Definitive answers enabled by understanding and leveraging how search engines are searching directly on metadata • Embedding semantic markup in web pages and product pages ultimately makes information “findable” by search engines, enabling them to provide improvements such as definitive answers, enhanced displays, etc • Semantic Profiling and adoption by social networks

RDFa produc+on • Drupal 7 now produces RDFa (previous meetup) • Many CMS publishers

Consuming RDFa • Previously indicated increase of RDFa in general and produc+on of RDFa • Available consumers/parsers – Sindice (any23) – Rdfa dis+ller Sindice.com

Handy Validators • RDFA VALIDATORS AND TESTERS • New RDFa Validator: h[p://check.rdfa.info/ • Sindice Inspector: h[p://inspector.sindice.com/ • Yahoo Objeclinder: h[p:// developer.search.yahoo.com/help/objeclinder • Google rich snippets tester: h[p:// www.google.com/webmasters/tools/richsnippets

Adopters? • UK Government • US Government • BBC (FIFA world cup site dynamically generated using linked data) • Thomson Reuters • Freebase • NY Times • Best Buy • Google (More to follow h[p://rdf.data-‐vocabulary.org/#) • Yahoo • Facebook • Mixi • Oracle • Overstock • Drug research and discovery companies, pﬁzer, …. • Tons more – Just look at the diversity in the LOD data cloud (genng there)

Spectrum of Applica+ons • Seman+c Wiki’s (Seman+c media Wiki) • Seman+cs as a Service (e.g. SIRI) – interoperability of web services, underlying service Ontologies • Enterprise data integra+on (Anzo, • Seman+cs in publishing – Open Calais now has Openpublish – Zemanta, primal pages – Drupal and other CMS systems • Contextual Adver+sing • Sen+ment Analysis (COGITO) • Seman+c Search (documents & structured data sources) • Seman+c Social Networks

LOD Cloud Evolu+on The rate of growth has been remarkable Source maintained by: Richard Cygniak and Anja Jentsch. h[p://lod-‐cloud.net

Oct 2007

Nov 2007 (1)

Nov 2007 (2)

Feb 2008

Mar 2008

Sept 2008

Mar 2009 (1)

Mar 2009 (2)

March 5 -‐ 2009 Sem- Wiki- Surge Web- company Radio LIBRIS Central RDF ohloh Doap- Music- space Semantic Resex brainz Audio- Eurécom Flickr Web.org MySpace Scrobbler QDOS SW exporter Wrapper Conference IRIT Corpus Toulouse RAE BBC BBC Crunch 2001 FOAF SIOC ACM BBC Later + John Base Revyu Jamendo Peel profiles Sites Playcount TOTP Open- Buda- Data Guides pest DBLP BME flickr RKB Project Pub Geo- Euro- wrappr Explorer Guten- Virtuoso Guide names stat berg Pisa BBC Sponger eprints Programm Open es Calais New- riese World Linked ECS castle Fact- MDB South- IEEE book ampton Magna- Gov- tune RDF Book Track Mashup DBpedia lingvoj Freebase IBM US CiteSeer LAAS- Census W3C DBLP CNRS Data WordNet Hannover UniRef GEO UMBEL Species DBLP Berlin Reactome LinkedCT UniParc Open Taxonomy Cyc Yago Drug PROSITE Daily Bank Med Pub GeneID Homolo Chem Gene KEGG UniProt Pfam ProDom Disea- CAS Gene some ChEBI Ontology Symbol OMIM Inter Pro UniSTS PDB HGNC MGI PubMed As of March 2009

March 27 -‐ 2009 ECS South- Sem- Wiki- Surge ampton LIBRIS Web- company Radio Central RDF ohloh Resex Doap- Buda- Music- space Semantic ReSIST brainz Audio- pest Eurécom Project Flickr Web.org MySpace Scrobbler QDOS SW BME Wiki exporter Wrapper Conference IRIT Corpus Toulouse RAE National BBC BBC Crunch 2001 Science FOAF SIOC ACM BBC Later + John Base Revyu Foundation Jamendo Peel profiles Sites Playcount TOTP Open- Data Guides DBLP flickr RKB Project Pub Geo- Euro- wrappr Explorer Guten- Virtuoso Guide names stat Pisa CORDIS berg Sponger eprints BBC Programm Open es Calais RKB riese World Linked ECS Fact- MDB IEEE New- South- Magna- book ampton castle Gov- tune RDF Book Track Mashup DBpedia lingvoj Freebase LAAS- US CiteSeer CNRS Census W3C DBLP IBM Data WordNet Hannover UniRef GEO UMBEL Species DBLP Berlin Reactome LinkedCT UniParc Open Taxonomy Cyc Yago Drug PROSITE Daily Bank Med Pub GeneID Homolo Chem Gene KEGG UniProt Pfam ProDom Disea- CAS Gene some ChEBI Ontology Symbol OMIM Inter Pro UniSTS PDB HGNC MGI PubMed As of March 2009

July 14 -‐ 2009

Sept 22 -‐ 2010 Sussex St. Reading Andrews NDL Audio- Lists Resource subjects t4gm MySpace scrobbler Lists Moseley (DBTune) (DBTune) RAMEAU Folk NTU SH lobid GTAA Plymouth Resource Lists Organi- Reading Lists sations Music The Open ECS Magna- Brainz Music DB tune Library LCSH South- (Data Brainz LIBRIS ampton Tropes lobid Ulm Incubator) (zitgist) Man- EPrints Resources chester Surge Reading biz. Music RISKS Radio Lists The Open ECS data. John Brainz Discogs Library PSH Gem. UB South- gov.uk Peel (DBTune) FanHubz (Data In- (Talis) Norm- Mann- ampton (DB cubator) Jamendo datei heim RESEX Tune) Popula- Poké- DEPLOY Last.fm tion (En- pédia Artists Last.FM Linked RDF AKTing) research EUTC (DBTune) (rdfize) LCCN VIAF Book Wiki data.gov Produc- Pisa Eurécom P20 Mashup semantic NHS .uk tions classical web.org (EnAKTing) Pokedex (DB Mortality Tune) PBAC ECS (En- AKTing) BBC MARC (RKB Budapest Program Codes Explorer) Energy education OpenEI BBC List Semantic Lotico Revyu OAI (En- CO2 data.gov mes Music Crunch SW AKTing) (En- .uk Chronic- Linked Dog NSZL Base AKTing) ling Event- MDB RDF Food IRIT America Media Catalog ohloh BBC DBLP ACM IBM Good- BibBase Ord- Wildlife (RKB Openly Recht- win nance Finder Explorer) Local spraak. Family DBLP legislation Survey Tele- New VIVO UF .gov.uk nl graphis York flickr (L3S) New- VIVO castle Times URI wrappr OpenCal Indiana RAE2001 UK Post- Burner ais DBLP codes statistics (FU VIVO CiteSeer Roma data.gov LOIUS Taxon iServe Berlin) IEEE .uk Cornell Concept Geo World data ESD Fact- OS dcs Names book dotAC stan- reference Project Linked Data NASA (FUB) Freebase dards data.gov Guten- .uk for Intervals (Data GESIS Course- transport DBpedia berg STW ePrints CORDIS Incu- ware data.gov bator) (FUB) Fishes ERA UN/ .uk of Texas Geo LOCODE Uberblic Euro- Species The stat dbpedia TCM SIDER Pub KISTI (FUB) lite Gene STITCH Chem JISC London Geo KEGG DIT LAAS Gazette TWC LOGD Linked Daily OBO Drug Eurostat Data UMBEL lingvoj Med (es) Disea- YAGO Medi some Care ChEBI KEGG NSF Linked KEGG KEGG Linked Drug Cpd GovTrack rdfabout Glycan Sensor Data CT Bank Pathway US SEC Open Reactome (Kno.e.sis) riese Uni Cyc Lexvo Path- totl.net way Pfam PDB Semantic HGNC XBRL WordNet KEGG KEGG Linked Taxo- CAS Reaction Twarql (VUA) UniProt Enzyme rdfabout EUNIS Open nomy US Census Numbers PRO- ProDom SITE Chem2 UniRef Bio2RDF Climbing WordNet SGD Homolo Linked (W3C) Affy- Gene Cornetto GeoData metrix PubMed Gene UniParc Ontology GeneID Airports Product DB UniSTS MGI Gen Bank OMIM InterPro As of September 2010

LOD cloud – Sept 22 2010 Sussex St. Reading Andrews NDL Audio- Lists Resource subjects t4gm MySpace scrobbler Lists Moseley (DBTune) (DBTune) RAMEAU Folk NTU SH lobid GTAA Plymouth Resource Lists Organi- Reading Lists sations Music The Open ECS Magna- Brainz Music DB tune Library LCSH South- (Data Brainz LIBRIS ampton Tropes lobid Ulm Incubator) (zitgist) Man- EPrints Resources chester Surge Reading biz. Music RISKS Radio Lists The Open ECS data. John Brainz Discogs Library PSH Gem. UB South- gov.uk Peel (DBTune) FanHubz (Data In- (Talis) Norm- Mann- ampton (DB cubator) Jamendo datei heim RESEX Tune) Popula- Poké- DEPLOY Last.fm tion (En- pédia Artists Last.FM Linked RDF AKTing) research EUTC (DBTune) (rdfize) LCCN VIAF Book Wiki data.gov Produc- Pisa Eurécom P20 Mashup semantic NHS .uk tions classical web.org (EnAKTing) Pokedex (DB Mortality Tune) PBAC ECS (En- AKTing) BBC MARC (RKB Budapest Program Codes Explorer) Energy education OpenEI BBC List Semantic Lotico Revyu OAI (En- CO2 data.gov mes Music Crunch SW AKTing) (En- .uk Chronic- Linked Dog NSZL Base AKTing) ling Event- MDB RDF Food IRIT America Media Catalog ohloh BBC DBLP ACM IBM Good- BibBase Ord- Wildlife (RKB Openly Recht- win nance Finder Explorer) Local spraak. Family DBLP legislation Survey Tele- New VIVO UF .gov.uk nl graphis York flickr (L3S) New- VIVO castle Times URI wrappr Open Indiana RAE2001 UK Post- Burner Calais DBLP codes statistics (FU VIVO CiteSeer Roma data.gov LOIUS Taxon iServe Berlin) IEEE .uk Cornell Concept Geo World data ESD Fact- OS dcs Names book dotAC stan- reference Project Linked Data NASA (FUB) Freebase dards data.gov Guten- .uk for Intervals (Data GESIS Course- transport DBpedia berg STW ePrints CORDIS Incu- ware data.gov bator) (FUB) Fishes ERA UN/ .uk of Texas Geo LOCODE Uberblic Euro- Species The stat dbpedia TCM SIDER Pub KISTI (FUB) lite Gene STITCH Chem JISC London Geo KEGG DIT LAAS Gazette TWC LOGD Linked Daily OBO Drug Eurostat Data UMBEL lingvoj Med (es) Disea- YAGO Medi some Care ChEBI KEGG NSF Linked KEGG KEGG Linked Drug Cpd GovTrack rdfabout Glycan Sensor Data CT Bank Pathway US SEC Open Reactome (Kno.e.sis) riese Uni Cyc Lexvo Path- way PDB Media Semantic totl.net Pfam HGNC XBRL WordNet KEGG KEGG Geographic Linked Taxo- CAS Reaction Twarql (VUA) UniProt Enzyme rdfabout EUNIS Open nomy US Census Publications Numbers PRO- ProDom SITE Chem2 UniRef Bio2RDF User-generated content Climbing WordNet SGD Homolo Linked (W3C) Affy- Gene GeoData Cornetto metrix Government PubMed Gene UniParc Ontology GeneID Cross-domain Airports Product DB UniSTS MGI Gen Life sciences Bank OMIM InterPro As of September 2010 latest LOD cloud

Leveraging Linked Datasets Pharmaceu+cal example • There are many ways to leverage exis+ng informa+on and to perform knowledge discovery within them. • This example makes use of the allegrograph plalorm and query interface supported by Franz Inc, A web 3.0 database provider. • Allegrograph can be downloaded from their website at h[p://www.franz.com

Leveraging Linked Datasets Pharmaceu+cal example • Facilitates informa+on sharing between knowledge bases and between researchers • The graphical viewers and browsers provide by Franz enable visualiza+on of rela+onships between en++es (GRUFF displays rela+onships between en++es as well as providing a query interface)

Life Sciences Example -‐ Allegrograph • Drugs from Drug Bank • Looked them up in the text of the clinical trials LinkedCT • Looked up all side effects in SIDER and looked them up in the texts in the clinical trials. • Resulted in about a million new triples. • Ability to now search for a drug, ﬁnd all the clinical trials that mention them and then also ﬁnd all the side effects also mentioned in the same trials.

Life Sciences Example -‐ Allegrograph

Life Sciences Example -‐ Allegrograph Namely, we took a look at information dealing with: - drugs - targets - diseases - side-effects And ran a query to ﬁnd all clinical trials for Atorvastatin where side effect of Atorvastatin (or lipitor) is type 2 diabetes

Life Sciences Example -‐ Allegrograph SPARQL query: SELECT ?drug ?sideeffect ?trial WHERE { ?drug rdfs:label 'Atorvastatin' . ?sideeffect rdfs:label 'Type 2 Diabetes' . ?trial franz:discusses-drug ?drug . ?trial franz:discusses-side-effect ?sideeffect . } limit 10 Translated into English, the SPARQL query reads: “find every, drug, sideffect and clinical trial where the label of the drug is Atorvasta+n, the side effect is type 2 diabetes, restrict output to 10 ” Example by: (Jans Aasman – Franz Inc) Web 3.0’s database

Life Sciences Example -‐ Allegrograph

Tools for more proﬁtable eCommerce

Online Commerce • BEST BUY and other retailers are using seman+c technologies to improve visibility of of products and services leveraging: – Goodrela+ons Ontology for e-‐Commerce – RDFa

Other major online retailers also leveraging the technology

h[p://www.overstock.com/Home-‐Garden/Hotel-‐8-‐ piece-‐Comforter-‐Set/367226/product.html

Sindice Inspector -‐ .nt format

Gruﬀ View

Summary • Signiﬁcant adop+on in many arenas and by many of the “major players” • Growing number of Vendor’s providing services and tools • Many open source tools & resources (“RDFizers”, SPARQL endpoints, SINDICE – Seman+c Web index) • Technology mature enough at this point to provide compe++ve advantage in many arenas.

Sd sem weboct252010

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