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Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
Web 2.0 & Search Engines
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Web 2.0 & Search Engines

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

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

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  • Transcript

    • 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. 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. 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. Web 2.0 (definition by tag cloud) YAHOO! CONFIDENTIAL Tag Cloud by Markus Angermeier
    • 5. Semantic Web (definition by example) <b> <em> vs. YAHOO! CONFIDENTIAL
    • 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. Semantic Web – Before you know it! YAHOO! CONFIDENTIAL <a href= http:// myblog.com / rel=“nofollow” >myblog</a> rel=“nofollow”
    • 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. 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. SearchMonkey Live Example YAHOO! CONFIDENTIAL
    • 11. SearchMonkey Example YAHOO! CONFIDENTIAL
    • 12. A Few SearchMonkey Examples http://gallery.search.yahoo.com/ YAHOO! CONFIDENTIAL
    • 13. Semantics Web & SEO? What does it mean to me? How does Semantics Web affect my Search Engine Strategy? YAHOO! CONFIDENTIAL
    • 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. 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. 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. 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. 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. Web 2.0 (definition by tag cloud) YAHOO! CONFIDENTIAL Tag Cloud by Markus Angermeier
    • 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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