Web 2.0 &  Search Engines Search Engine Strategies 2008 Ambles Kwok Senior Engineering Manager Yahoo! Canada Inc  YAHOO! C...
What I am (and am not) about to tell you?  <ul><li>SEO: The Goal </li></ul><ul><li>Web 2.0 & Semantic Web </li></ul><ul><l...
SEO: The Basics <ul><li>SEO  </li></ul><ul><ul><li>Drive Traffic </li></ul></ul><ul><ul><li>Lots  of Traffic </li></ul></u...
Web 2.0 (definition by tag cloud) YAHOO! CONFIDENTIAL Tag Cloud by Markus Angermeier
Semantic Web (definition by example) <b> <em> vs. YAHOO! CONFIDENTIAL
Content vs. Contextual Data <ul><li>Paris Hilton </li></ul><ul><li>Hilton (in) Paris </li></ul>YAHOO! CONFIDENTIAL <div id...
Semantic Web – Before you know it! YAHOO! CONFIDENTIAL <a href= http:// myblog.com /   rel=“nofollow” >myblog</a> rel=“nof...
Live Semantic Web Example: SES 2008 on  Upcoming YAHOO! CONFIDENTIAL hCard hReview <div class=&quot; hreview &quot;> <span...
Yahoo’s SearchMonkey <ul><li>Web 2.0 + Yahoo! =  </li></ul><ul><li>SearchMonkey + POSH = SEO 2.0 </li></ul><ul><li>Support...
SearchMonkey Live Example YAHOO! CONFIDENTIAL
SearchMonkey Example YAHOO! CONFIDENTIAL
A Few SearchMonkey Examples http://gallery.search.yahoo.com/ YAHOO! CONFIDENTIAL
Semantics Web & SEO? What does it mean to me? How does Semantics Web affect my Search Engine Strategy? YAHOO! CONFIDENTIAL
Imagine … <ul><li>You perform a search for a  person’s name  and see their family tree, business acquaintances, friends an...
Semantic Web Search & Conclusion <ul><li>“ Context is King!” </li></ul><ul><li>Keywords, URL, & links are SEO 1.0 </li></u...
Appendix: Resources <ul><li>Contact:  [email_address] </li></ul><ul><li>Semweb/SW:  http://www.w3.org/2001/sw/ </li></ul><...
Facts <ul><li>Yahoo SearchMonkey supports microformats, eRDF, and RDFa </li></ul><ul><li>Microsoft Outlook supports hCalen...
Web 2.0 Definition <ul><li>Web 2.0 is a set of economic, social, and technology trends that collectively form the basis fo...
Web 2.0 (definition by tag cloud) YAHOO! CONFIDENTIAL Tag Cloud by Markus Angermeier
  Mircoformats (µf) <ul><li>A schema to provide contextualization </li></ul><ul><li>New buzzword after XML </li></ul>YAHOO...
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Web 2.0 &amp; Search Engines

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Web 2.0 &amp; Search Engines presented in Search Engine Strategies (SES) 2008 , Toronto.

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  • Web 2.0 &amp; Search Engines

    1. 1. Web 2.0 & Search Engines Search Engine Strategies 2008 Ambles Kwok Senior Engineering Manager Yahoo! Canada Inc YAHOO! CONFIDENTIAL Search Engine Strategies 2008 <div id=&quot;hcard-Ambles-Kwok&quot; class=&quot;vcard&quot;> <span class=&quot;fn&quot;>Ambles Kwok</span> <span class=&quot;title&quot;>Sr. Engineering Manager</span> <div class=&quot;org&quot;>Yahoo! Canada</div> </div>
    2. 2. What I am (and am not) about to tell you? <ul><li>SEO: The Goal </li></ul><ul><li>Web 2.0 & Semantic Web </li></ul><ul><li>SEO + Semantic Web = SEO 2.0 </li></ul><ul><li>Yahoo! Semantic Web Strategy in Search </li></ul><ul><li>Optimize your AJAX/Flash/UGC pages </li></ul><ul><li>Cover details all Microformats </li></ul><ul><li>Comparing eRDF, RDF, and RDFa </li></ul><ul><li>Create your first SearchMonkey </li></ul>YAHOO! CONFIDENTIAL
    3. 3. SEO: The Basics <ul><li>SEO </li></ul><ul><ul><li>Drive Traffic </li></ul></ul><ul><ul><li>Lots of Traffic </li></ul></ul><ul><ul><li>How? </li></ul></ul><ul><ul><ul><li>Be found </li></ul></ul></ul><ul><ul><ul><li>Drive Click Thru </li></ul></ul></ul>YAHOO! CONFIDENTIAL Picture by Flickr user mari781008 Picture by Flickr user lynac
    4. 4. Web 2.0 (definition by tag cloud) YAHOO! CONFIDENTIAL Tag Cloud by Markus Angermeier
    5. 5. Semantic Web (definition by example) <b> <em> vs. YAHOO! CONFIDENTIAL
    6. 6. Content vs. Contextual Data <ul><li>Paris Hilton </li></ul><ul><li>Hilton (in) Paris </li></ul>YAHOO! CONFIDENTIAL <div id=&quot;hcard-Paris-Hilton&quot; class=&quot;vcard&quot;> <span class=&quot;fn&quot;>Paris Hilton</span> </div> <div id=&quot;&quot; class=“hcard&quot;> <div class=&quot;org&quot;>Hilton</div> <div class=&quot;adr”> <span class=&quot;locality&quot;>Paris</span> </div> </div>
    7. 7. Semantic Web – Before you know it! YAHOO! CONFIDENTIAL <a href= http:// myblog.com / rel=“nofollow” >myblog</a> rel=“nofollow”
    8. 8. Live Semantic Web Example: SES 2008 on Upcoming YAHOO! CONFIDENTIAL hCard hReview <div class=&quot; hreview &quot;> <span class=&quot; reviewer vcard &quot;>Reviewer: <span class=&quot;fn url”> <a href= http://upcoming.yahoo.com/user/159507/ >Ambles</a> </span> < abbr class=&quot; dtreviewed &quot; title=&quot;20080623T2300-0400”>June 13, 2008</ abbr ></span> <div class=&quot;description”>Looking forward!</div> </div> rel-tag <a href=&quot;http://upcoming.yahoo.com/tag/seo/&quot; rel=&quot;tag&quot; >seo</a> <a href=&quot;http://upcoming.yahoo.com/tag/sem/&quot; rel=&quot;tag&quot; >sem</a> <a href=&quot;http://upcoming.yahoo.com/tag/online/&quot; rel=&quot;tag&quot; >online</a> …
    9. 9. Yahoo’s SearchMonkey <ul><li>Web 2.0 + Yahoo! = </li></ul><ul><li>SearchMonkey + POSH = SEO 2.0 </li></ul><ul><li>Supported HTML Annotations: microformats, eRDF, & RDFa </li></ul><ul><li>Supported Microformats: hCard, hEvent, hReview, hAtom, XFN 1.1 </li></ul><ul><li>Leverage semantic web to enable blended search </li></ul>YAHOO! CONFIDENTIAL
    10. 10. SearchMonkey Live Example YAHOO! CONFIDENTIAL
    11. 11. SearchMonkey Example YAHOO! CONFIDENTIAL
    12. 12. A Few SearchMonkey Examples http://gallery.search.yahoo.com/ YAHOO! CONFIDENTIAL
    13. 13. Semantics Web & SEO? What does it mean to me? How does Semantics Web affect my Search Engine Strategy? YAHOO! CONFIDENTIAL
    14. 14. Imagine … <ul><li>You perform a search for a person’s name and see their family tree, business acquaintances, friends and significant others, along with the ability to download their vCard (possibly to your handheld) </li></ul><ul><li>You search for a keyword such as “Ford mustang” and receive a list of sites, photos, and documents that people have decided to relate to the word “Ford mustang” through tagging on their website. </li></ul><ul><li>You search for a product and receive a list of reviews related to that product which people all over the net have posted on their website. </li></ul><ul><li>You search for a specific date and receive a list of categorized events occurring on that date that people have posted on their website. </li></ul>YAHOO! CONFIDENTIAL Source: http://blog.usweb.com/archives/how-microformats-affect-search-engine-optimization-seo/
    15. 15. Semantic Web Search & Conclusion <ul><li>“ Context is King!” </li></ul><ul><li>Keywords, URL, & links are SEO 1.0 </li></ul><ul><li>Structured pages are SEO 2.0 </li></ul><ul><li>Semantic Web is NOW! Adopt it NOW! </li></ul><ul><li>Semantic Web + Search Engine </li></ul><ul><li>Think outside the browser </li></ul><ul><li>Define your own heatmap </li></ul>YAHOO! CONFIDENTIAL
    16. 16. Appendix: Resources <ul><li>Contact: [email_address] </li></ul><ul><li>Semweb/SW: http://www.w3.org/2001/sw/ </li></ul><ul><li>SearchMonkey: http://developer.yahoo.com/searchmonkey/ </li></ul><ul><li>Microformats: http://microformats.org/ </li></ul>YAHOO! CONFIDENTIAL
    17. 17. Facts <ul><li>Yahoo SearchMonkey supports microformats, eRDF, and RDFa </li></ul><ul><li>Microsoft Outlook supports hCalendar </li></ul><ul><li>Google Maps supports hCard (permalink) </li></ul><ul><li>Alexa (AWSP) supports hCard Search </li></ul>YAHOO! CONFIDENTIAL
    18. 18. Web 2.0 Definition <ul><li>Web 2.0 is a set of economic, social, and technology trends that collectively form the basis for the next generation of the Interne t – a more mature, distinctive medium characterized by user participation, openness, and network effects. </li></ul>Source: O’Reilly Radar “Web 2.0 Principles and Best Practices” YAHOO! CONFIDENTIAL
    19. 19. Web 2.0 (definition by tag cloud) YAHOO! CONFIDENTIAL Tag Cloud by Markus Angermeier
    20. 20. Mircoformats (µf) <ul><li>A schema to provide contextualization </li></ul><ul><li>New buzzword after XML </li></ul>YAHOO! CONFIDENTIAL
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