STRUCTURED DATA                         THE “FUTURE” OF SEARCH                               Elias Dabbas                 ...
“The future is already here, it’s just             not very evenly distributed.”                         William GibsonMon...
UNDERSTAND THIS        I was at the big apple, eating a big apple, and working on                          my big apple co...
UNDERSTAND THIS        I was at the big apple, eating a big apple, and working on                          my big apple co...
UNDERSTAND THIS                           City:NY   Device:computer   Fruit:apple        I was at the big apple, eating a ...
NEW PROTOCOL FOR STRUCTURED                     MARKUP                     Agreed on by top search engines                ...
SAMPLE ENTITY WITH ALL RELATED INFO                         http://schema.org/LocalBusinessMonday, December 3, 12
EXAMPLE                         Beachwalk
 Beachwear
 
 Giftware                         A
 superb
 collection
 of
 fine
 gifts
 and
 clothing
 to
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Structured Data - The Future of Search

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Structured Data - The Future of Search

  1. 1. STRUCTURED DATA THE “FUTURE” OF SEARCH Elias Dabbas December 3, 2012Monday, December 3, 12
  2. 2. “The future is already here, it’s just not very evenly distributed.” William GibsonMonday, December 3, 12
  3. 3. UNDERSTAND THIS I was at the big apple, eating a big apple, and working on my big apple computer. I’m working with the head of HR, Steve. Jobs, interviews, payroll and everything else is his responsibility.Monday, December 3, 12
  4. 4. UNDERSTAND THIS I was at the big apple, eating a big apple, and working on my big apple computer. I’m working with the head of HR, Steve. Jobs, interviews, payroll and everything else is his responsibility. Entity ExtractionMonday, December 3, 12
  5. 5. UNDERSTAND THIS City:NY Device:computer Fruit:apple I was at the big apple, eating a big apple, and working on my big apple computer. I’m working with the head of HR, Steve. Jobs, interviews, payroll and everything else is his responsibility. Person:Steve Johnson: HR HeadMonday, December 3, 12
  6. 6. NEW PROTOCOL FOR STRUCTURED MARKUP Agreed on by top search engines Established in June 2011 Continuously adding new schemas for different types of dataMonday, December 3, 12
  7. 7. SAMPLE ENTITY WITH ALL RELATED INFO http://schema.org/LocalBusinessMonday, December 3, 12
  8. 8. EXAMPLE Beachwalk
  9. 9.  Beachwear
  10. 10.  
  11. 11.  Giftware A
  12. 12.  superb
  13. 13.  collection
  14. 14.  of
  15. 15.  fine
  16. 16.  gifts
  17. 17.  and
  18. 18.  clothing
  19. 19.  to
  20. 20.  accent
  21. 21.  your
  22. 22.  stay
  23. 23.   in
  24. 24.  Mexico
  25. 25.  Beach. 3102
  26. 26.  Highway
  27. 27.  98 Mexico
  28. 28.  Beach,
  29. 29.  FL Phone:
  30. 30.  850-648-4200 Understandable by humans Need to know certain conventionsMonday, December 3, 12
  31. 31. WITH MICRODATA div itemscope itemtype=http://schema.org/LocalBusiness span itemprop=name Beachwalk
  32. 32.  Beachwear
  33. 33.  
  34. 34.  Giftware /span span itemprop=description A
  35. 35.  superb
  36. 36.  collection
  37. 37.  of
  38. 38.  fine
  39. 39.  gifts
  40. 40.  and
  41. 41.  clothing
  42. 42.  to
  43. 43.  accent
  44. 44.  your
  45. 45.  stay
  46. 46.  in
  47. 47.   Mexico
  48. 48.  Beach. /span span itemprop=streetAddress 3102
  49. 49.  Highway
  50. 50.  98 /span /divMonday, December 3, 12
  51. 51. SEARCH RESULTS SNIPPETS Depends on query Search engine tries to figure out the most relevant text to displayMonday, December 3, 12
  52. 52. RICH SNIPPETS IN ACTIONMonday, December 3, 12
  53. 53. THE NEXT LEVEL Give me the recipe of a pizza with feta, pita, spinach , olive, and no pesto, that I can prepare in less than 30 minutes and doesn’t make me very fatMonday, December 3, 12
  54. 54. Monday, December 3, 12
  55. 55. Monday, December 3, 12
  56. 56. Free text to express yourself Needs intelligence, processing, and cost, and is not exactMonday, December 3, 12
  57. 57. STANDARDIZE YOURSELF Names in standard format as registered in Facebook Location in standard format known to Facebook and maps application Posting information in standard structured format helps Facebook better understand, analyze, and serve youMonday, December 3, 12
  58. 58. MORE EXAMPLES You are increasingly selecting options instead of writing using free textMonday, December 3, 12
  59. 59. Technology already available Much simpler than regular search, similar to working with a spreadsheet or database Challenge on content creators to implement and update their contentMonday, December 3, 12
  60. 60. Thank you... SlideShare.net/eliasdabbasMonday, December 3, 12

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