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March 2015
SEMANTIC OPTIMIZATION WITH
STRUCTURED DATA
@CraigBradford
Craig	
  Bradford
VP,	
  London
Distilled
2011...
We had Panda
Image	
  Credit
But not Penguin
Image	
  Credit
(Not Provided)
Schema.org
Strings to Things
The goal in 2011
source: Tesco
Who is this?
Image	
  Credit
source: Tesco
Snoop Dog
source: Tesco
Snoop Dog Snoop Doggy Dogg
source: Tesco
Snoop Dog Snoop Doggy Dogg
Snoopzilla
source: Tesco
Snoop Dog Snoop Doggy Dogg
Snoopzilla
Bigg Snoop Dogg
source: Tesco
Snoop Dog Snoop Doggy Dogg
DJ Snoopadelic
Snoopzilla
Bigg Snoop Dogg
source: Tesco
Snoop Dog Snoop Doggy Dogg
DJ Snoopadelic
Snoopzilla
Bigg Snoop Dogg
Snoop Lion
source: Tesco
<div	
  itemscope	
  itemtype="http://schema.org/Person">	
  
	
  	
  <span	
  itemprop=“name">Snoop	
  Dog</span>	
  
</div>
Microdata
source: Tesco
<div	
  vocab="http://schema.org/"	
  typeof="Person">	
  
	
  	
  <span	
  property="name">Jane	
  Doe</span>	
  
</div>
RDFa
<script	
  type="application/ld+json">	
  
{	
  
	
  	
  "@context":	
  "http://schema.org",	
  
	
  	
  "@type":	
  "Person",	
  
	
  	
  "name":	
  "Jane	
  Doe"	
  
}	
  
</script>
JSON-LD
source: Tesco
<div	
  itemscope	
  itemtype="http://schema.org/Person">	
  
	
  <span	
  itemprop="name">Snoop	
  Dog</span>	
  
	
  <span	
  itemprop="sameAs"	
  content="http://
en.wikipedia.org/wiki/Snoop_Dogg"></span>	
  
</div>
SameAs tag introduced 2013
source: Tesco
Success
The reward
source: Tesco
source: Tesco
I won’t talk about any of
that today
Google’s mission is to organize the
world’s information and make it
universally accessible and useful.
No mention of
webpages or search
engines
source: Tesco
The old “Google it”
Search with words on a computer
source: Tesco
The old “Google it”
Get a list of webpages
source: Tesco
The new “Google it”
Search anywhere
source: Tesco
The new “Google it”
Get anything
Organise the world’s information
Universally accessible?
Project Loon
Image	
  Credit
Useful?
Useful?
That depends…
Useful data helps you get more done ✔️
How does Google help us get more done?
Understanding user intent
query
“london tube stations”
explicit aspect of query
implicit aspect of query
iPhone user, on street in London
“london tube stations”
explicit aspect of query
implicit aspect of query
iPhone user, on street in London
“london tube stations”
Critical	
  to	
  
understanding	
  user	
  
intent
1. Action (Do)
2. Informational (Know)
3. Navigational (Go)
“Download Adobe reader”
Likely user intent: Download software
“Do”
Standard set of results
“Online personality test”
Likely user intent: Take an online personality test
“Do”
Standard set of results
“Know”
“Germany”
Likely user intent: Find travel and tourism
information for planning a vacation or holiday, or
find information about the German geography,
languages, economy, etc.
Much harder to know what you want
Results reflect that
“How to remove candle wax
from carpet”
Likely user intent: Find information on how to
remove candle wax from carpet
“Know”
No need to visit a page
“Go”
“YouTube”
Likely user intent: Go to the homepage of
YouTube
Hard to say what you want from YouTube
“Sony customer services”
Likely user intent: Go to the customer support
page on official Sony website
“Go”
UK	
  IP	
  Address
Information you want in search results
US	
  IP	
  Address
Implicit location information
KnowDo Go
Regular search
Knowledge graph
Answers
Strings to things
Things to actions
Strings to things
Things to actions
✔️
?
The future of structured data
isn’t about understanding what a
thing is, it’s about understanding
what a thing can do
How can you help people
get more done?
source: Tesco
More ways to achieve the same goal
Sometimes the best place to
do an action isn’t on a
webpage
“The LinkedIn Problem”
Connection request
on mobile (I have
app installed)
Directed to a login
page
Directed to a login
page
source: Tesco
This gives Google a problem
source: Tesco
They can’t crawl apps
This gives Google a problem
They need our help
1. What action can the app take?
2. Where should the action be done?
They need answers
1. What action can the app take?
2. Where should the action be done?
Structured data
They need answers
The reward
App ChangesWebsite Changes
1. Add	
  deep	
  link	
  annotations	
  
2. Verify	
  your	
  website	
  in	
  Play	
  store
1. Update	
  the	
  app	
  manifest	
  file
How
App Changes
Intent-filter
(What can this thing do?)
<intent-filter android:label="@string/filter_title_viewgizmos">
<action android:name="android.intent.action.VIEW" />
<category android:name="android.intent.category.DEFAULT" />
<category android:name="android.intent.category.BROWSABLE" />
<data android:scheme="http"
android:host="www.example.com"
android:pathPrefix="/gizmos" />
Update Manifest File
Adding Deep Links
(Where should the action be done?)
android-app://{package_name}/{scheme}/{host_path}
Anatomy of a deep link
Package	
  IDProtocol • Scheme	
  
• http	
  
• custom
Host	
  Path
android-app://{package_name}/{scheme}/{host_path}
Example - Rick Roll - Get the URL
Package	
  IDProtocol • Scheme	
  
• http	
  
• custom
Host	
  Path
www.youtube.com/watch?v=dQw4w9WgXcQ
android-app://{package_name}/{scheme}/{host_path}
Find the YouTube App on Google Play
Package	
  IDProtocol • Scheme	
  
• http	
  
• custom
Host	
  Path
…store/apps/details?id=com.google.android.youtube
Combine
Protocol android-­‐app://
Package	
  ID com.google.android.youtube/
Scheme http/
Host	
  Path www.youtube.com/watch?v=dQw4w9WgXcQ
+
+
+
=
android-­‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ
https://twitter.com/craigbradford
Example - Follow me on Twitter
(Regular Link)
Taken to the mobile
version of the site
(Deep link)
bit.ly/craigsmx
Example - Follow me on Twitter
Native App
Add Deep Links to Your Website
<link>	
  element Schema.org	
  ActionsSitemap	
  <url>
<link>	
  element
<html>	
  
<head>	
  
	
  	
  ...	
  
	
  	
  <link	
  rel="alternate"	
  href="android-­‐app://
com.google.android.youtube/http/www.youtube.com/watch?
v=dQw4w9WgXcQ"	
  />	
  
	
  	
  ...	
  
</head>	
  
<body>	
  …	
  </body>
Sitemap	
  <url>
<?xml	
  version="1.0"	
  encoding="UTF-­‐8"	
  ?>	
  
<urlset	
  xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"	
  
	
  xmlns:xhtml="http://www.w3.org/1999/xhtml">	
  
<url>	
  
	
  	
  <loc>http://www.youtube.com/watch?v=dQw4w9WgXcQ</loc>	
  
	
  	
  <xhtml:link	
  rel="alternate"	
  href="android-­‐app://com.google.android.youtube/http/
www.youtube.com/watch?v=dQw4w9WgXcQ"	
  />	
  
</url>	
  
...	
  
</urlset>
Schema.org	
  Actions
<script	
  type="application/ld+json">	
  
{	
  
	
  	
  "@context":	
  "http://schema.org",	
  	
  
	
  	
  "@type":	
  "WebPage",	
  	
  
	
  	
  "@id":	
  "www.youtube.com/watch?v=dQw4w9WgXcQ",	
  	
  
	
  	
  "potentialAction":	
  {	
  
	
  	
  	
  	
  "@type":	
  "ViewAction",	
  	
  
	
  	
  	
  	
  "target":	
  "android-­‐app://com.google.android.youtube/http/www.youtube.com/watch?
v=dQw4w9WgXcQ"	
  
	
  	
  }	
  
}	
  
</script>	
  
Verify your website and App
http://bit.ly/smxverify
*Terms and Conditions do
Apply
Android only (at the moment)
No Website?
App indexing API
Web and App App Only
Deep linking and/or
indexing API
App indexing API
App Indexing API
Page	
  1
Page	
  1 Page	
  2
Page	
  1 Page	
  3Page	
  2
Flats for sale
Flats for rent
Flats in London
Flat prices
Flat
Zoopla Flats in London
Personalised	
  Autocomplete
Flats for sale
Flats for rent
Flats in London
Flat prices
Flat
Zoopla Flats in London
Flats for sale
Flats for rent
Flats in London
Flat prices
Flat
Zoopla Flats in London
Acquisition Behaviour Outcomes
• Reviews
• In-depth articles
• Social profiles
• Events
• Recipes
• etc.
Old structured data
Acquisition Behaviour Outcomes
• Deep linking • App indexing API
New structured data
What about Email?
No MaybeYes
How many emails could you answer with …
104
Accept Invite?
Yes,	
  subscribe	
  me	
  to	
  this	
  
list
Confirm your Subscription?
Yes No Maybe
RSVP
Gmail Actions
1. In-App Actions
2. Go-to App Actions
One-Click Action
Save Confirm
RSVP
Reviews
Go-to Actions
112
In-App - RSVP
<script	
  type="application/ld+json">	
  
{	
  
	
  	
  "@context":	
  "http://schema.org",	
  
	
  	
  "@type":	
  "Event",	
  
	
  	
  "name":	
  "John's	
  Birthday	
  Party",	
  
	
  	
  ...	
  information	
  about	
  the	
  event	
  ...	
  
	
  	
  "action":	
  {	
  
	
  	
  	
  	
  "@type":	
  "RsvpAction",	
  
	
  	
  	
  	
  "actionHandler":	
  {	
  
	
  	
  	
  	
  	
  	
  "@type":	
  "HttpActionHandler",	
  
	
  	
  	
  	
  	
  	
  "url":	
  "https://events-­‐organizer.com/rsvp?
eventId=123",	
  
	
  	
  	
  	
  	
  	
  "method":	
  "POST",	
  
	
  	
  	
  	
  	
  	
  "requiredProperty":	
  "rsvpStatus",	
  
	
  	
  	
  	
  }	
  
	
  	
  }	
  
}	
  
</script>
113
Go-To - Watch Movie
<script	
  type="application/ld+json">	
  
{	
  
	
  	
  "@context":	
  "http://schema.org",	
  
	
  	
  "@type":	
  "EmailMessage",	
  
	
  	
  "action":	
  {	
  
	
  	
  	
  	
  "@type":	
  "ViewAction",	
  
	
  	
  	
  	
  "url":	
  "https://watch-­‐movies.com/watch?movieId=abc123",	
  
	
  	
  	
  	
  "name":	
  "Watch	
  movie"	
  
	
  	
  },	
  
	
  	
  "description":	
  "Watch	
  the	
  'Avengers'	
  movie	
  online"	
  
}	
  
</script>
Approval guidelines
bit.ly/smxemailactions
How it looks in
Google inbox
It’s easy - here’s a fake event I created
How it looks in
Google inbox
Example script: bit.ly/1O8trsE
117
Can’t believe
Google I/O is at my
mum’s house…
118
Can’t believe
Google I/O is at my
mum’s house…
Example script: bit.ly/1O8trsE
More benefits to email markup
Natural language search
This doesn’t work in gmail
Google is very good at identifying things
Funny looking dog
Combine things beer+Seattle
Why is that useful?
source: Tesco
The new “Google it”
Actions to Anticipation
(Anticipatory search)
“When	
  we	
  started	
  Google	
  15	
  years	
  ago,	
  
my	
  vision	
  was	
  that	
  information	
  would	
  
come	
  to	
  you	
  as	
  you	
  need	
  it.	
  You	
  
wouldn’t	
  have	
  a	
  search	
  query	
  at	
  all.”	
  
Sergey	
  Brin
Image	
  Credit
Action Status
1. Potential - A description of an action that is
supported
2. Active - An in-progress action (e.g. while
watching the movie, or driving to a location)
3. Completed - An action that has already
taken place
source: Tesco
<script	
  type="application/ld+json">	
  
{	
  
	
  	
  "@context":	
  "http://schema.org",	
  
	
  	
  "@type":	
  "MusicGroup",	
  
	
  	
  "url":	
  [	
  
	
  	
  	
  	
  "http://www.spotify.com/artist/Katy-­‐Perry-­‐35141/",	
  
	
  	
  	
  	
  "android-­‐app://com.spotify.music/http/../listen"	
  
	
  	
  ],	
  
	
  	
  "name":	
  "Katy	
  Perry",	
  
	
  	
  "potentialAction":	
  {	
  
	
  	
  	
  	
  "@type":	
  "ListenAction",	
  
	
  	
  	
  	
  "target":	
  [	
  
	
  	
  	
  	
  	
  	
  "http://www.spotify.com/artist/Katy-­‐Perry-­‐35141/?
autoplay=true&ext=1&playedFrom=197",	
  
	
  	
  	
  	
  	
  	
  "android-­‐app://com.spotify.music/http/../listen"	
  
	
  	
  	
  	
  ]	
  
	
  	
  }	
  
}	
  
</script>
Music Play Actions
Match intent to potential actions
Google Now is getting better at anticipation
source: Tesco
The App Web
But it’s limited to Google data
Imagine Google had access to all your apps
1. Music you’ve listen to
2. Movies you’ve watched
3. Things you’ve eaten
4. Your heart rate
5. Where you are now
6. Where you might be going
7. Who you’re meeting
8. What you’re reading now
9. What you might read soon
Done Doing Might	
  Do
It’s not a ridiculous possibility
+ +
Where you’re flying to
When you’re flying
When you’ve arrived What hotel you’re
staying in
+ +
=
Get to your hotel for €30
Nearest driver is 5 minutes away
Order Car Now
You recently took a Lyft from your home
+ +
=
Get to your hotel for €30
Nearest driver is 5 minutes away
Order Car Now
You recently took a Lyft from your home
They can probably do this now just using only
structured data from flight and hotel confirmation
emails.
It’s	
  amazing	
  to	
  the	
  extent	
  to	
  what	
  
software	
  developers	
  kind	
  of	
  get	
  lazy,	
  
and	
  they’re	
  okay	
  with	
  things	
  taking	
  a	
  
while,”	
  Page	
  said.	
  “But	
  it’s	
  really	
  not	
  
okay.
Obsessed by speed Image	
  Credit
Apps are slow
Extensions are helping but still not great
http://bit.ly/smxcardsRead this
The trend of cards
Google Now
Google Inbox
Twitter Cards
Image	
  Credit
So that’s anticipation V1…
How far can Google go?
How far can Google go?
What about diagnosis?
Meet Tom
Meet Tom
We made a
bet
Meet Tom
We made a
bet
Get under 10%
body fat in 6
weeks
81.1kg	
  Feb	
  13th
87.2	
  kg	
  April	
  13th
+	
  6.1kg
I had been going to the gym for a while
81.1kg	
  Feb	
  13th
+	
  6.1kg
Start
Bet started early May
87.2	
  kg	
  April	
  13th
I took this very seriously
Measured at University of Westminster
Measured at University of Westminster
Not me
Starting
Numbers
17.2% Body
fat
I exercised 6/7 days, quit alcohol and
tracked every meal for 6 weeks!
81.1kg	
  Feb	
  13th
+	
  6.1kg
Start
I lost a lot of weight quickly
87.2	
  kg	
  April	
  13th
Finishing
Numbers…
Finishing
Numbers
11.2% Body
fat
My Reaction
to the
news…
But something interesting
happened
I started to notice what food made me feel
really good and what made me feel bad
Around the same time I read about “The
pulse test” by Dr. Arthur Coca
Image	
  Credit
It is based on the fact that allergens
speed up the pulse. It consists
essentially of testing isolated foods in
order to tell which ones accelerate the
pulse.
It is based on the fact that allergens
speed up the pulse. It consists
essentially of testing isolated foods in
order to tell which ones accelerate the
pulse.
Could our smartphones and smart watches
do all this for us?
+
What you’ve eaten Your heart rate throughout
the day
+
What you’ve eaten Your heart rate throughout
the day
=
You might be lactose intolerant
Visit your GP
Book an appointment
We’ve detected irregularities in your
heartbeat when you consume lactose.
The building blocks behind
this is structured data
Key points
1. The future of structured data isn’t about understanding
what a thing is, it’s about understanding what a thing
can do (Strings - Things - Action - Anticipation)
2. Use structured data to help people get more done
3. Use structured data to influence all parts of your
marketing (Acquisition - Behaviour - Outcomes)
4. Start planning for a world of APIs and cards
Thank You
Craig Bradford
@CraigBradford
I’m speaking at SearchLove Boston

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