Using semantic to enhance content

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Presentation at SES Chicago. Using labeled links (vocabulary,) strong identifiers and standard markup formats such as HTML5 Microdata makes your content more machine readable, enhancing SEO among other things.

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Using semantic to enhance content

  1. 1. Using Semantics to Enhance Content Jamie Taylor, Ph.D.
  2. 2. What do y’all mean Semantics?
  3. 3. ???? SHOCK astonishment amazement daze stupor appall offend impact fight combat nauseate revolt blow bump impact jolt
  4. 8. PageRank tm
  5. 9. Alec Baldwin 1977 female Penélope Cruz Rick Rubin Colombia Beautiful Liar percussion
  6. 10. Alec Baldwin 1977 female Penélope Cruz Rick Rubin Colombia Beautiful Liar percussion birthday born-in gender performed friends-with producer performed-with instrument
  7. 11. Shakira Alec Baldwin 1977 female Penélope Cruz Rick Rubin Colombia Beautiful Liar percussion birthday born-in gender performed friends-with producer performed-with instrument
  8. 12. 10,704,421 Topics
  9. 16. Labeled Links Strong Identifiers (vocabulary) Standard Format
  10. 17. Shakira Alec Baldwin 1977 female Penélope Cruz Rick Rubin Colombia Beautiful Liar percussion birthday born-in gender performed friends-with producer performed-with instrument
  11. 18. @tags #tags short URLs The Twitter Vocabulary
  12. 20. Labeled Links Strong Identifiers (vocabulary) Standard Format ✔
  13. 22. http://www.myspace.com/shakira http://www.facebook.com/shakira http://twitter.com/shakira http://www.daylife.com/topic/Shakira http://www.bestbuy.com/site/She+Wolf… http://www.guardian.co.uk/music/shakira http://www.last.fm/music/Shakira http://www.netflix.com/RoleDisplay/Shakira/20046629
  14. 23. Labeled Links Strong Identifiers (vocabulary) Standard Format ✔ ✔
  15. 24. Microformats <ul><li>(Relatively) easy to use </li></ul><ul><li>Small, fixed vocabulary </li></ul><ul><li>No standard parsing pattern </li></ul><ul><li>No strong identifiers </li></ul><ul><ul><li>Limits utility </li></ul></ul>
  16. 25. RDFa <ul><li>Unambiguous identifiers </li></ul><ul><li>Extensible vocabulary </li></ul><ul><li>Standard parsing patterns </li></ul><ul><ul><li>Produces RDF </li></ul></ul>
  17. 26. RDF Subject Predicate Object Triple Shakira Knows Penélope Cruz Penélope Cruz Starred In Vanilla Sky Shakira Born “ 1977”
  18. 29. RDFa <ul><li>Unambiguous identifiers </li></ul><ul><li>Extensible vocabulary </li></ul><ul><li>Standard parsing patterns </li></ul><ul><ul><li>Produces RDF </li></ul></ul><ul><li>Harder (than you would like) to use </li></ul><ul><ul><li>Rules about formatting based on RDF </li></ul></ul>
  19. 30. … and the winner is…
  20. 31. HTML5 Microdata <ul><li>Easy to use </li></ul><ul><li>Strong identifiers </li></ul><ul><li>Extensible vocabulary </li></ul><ul><li>Easy to parse </li></ul><ul><li>In last call for comments stage! </li></ul><ul><ul><li>Usable! Now! </li></ul></ul>
  21. 32. HTML5 Microdata Tools and Widgets
  22. 33. Ontologies < http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a > < http://www.w3.org/1999/02/22-rdf-syntax-ns#type > < http://rdf.freebase.com/ns/business.employment_tenure >. < http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a > < http://rdf.freebase.com/ns/business.employment_tenure.company > < http://rdf.freebase.com/ns/en.determine_software >. < http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000007e53e16 > < http://rdf.freebase.com/ns/education.education.institution > < http://rdf.freebase.com/ns/en.mounds_view_high_school >.< http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000007e53e16 > < http://www.w3.org/1999/02/22-rdf-syntax-ns#type > < http://rdf.freebase.com/ns/education.education >.
  23. 34. Ontologies < http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a > < http://www.w3.org/1999/02/22-rdf-syntax-ns#type > < http://rdf.freebase.com/ns/business.employment_tenure >. < http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a > < http://rdf.freebase.com/ns/business.employment_tenure.company > < http://rdf.freebase.com/ns/en.determine_software >. < http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000007e53e16 > < http://rdf.freebase.com/ns/education.education.institution > < http://rdf.freebase.com/ns/en.mounds_view_high_school >.< http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000007e53e16 > < http://www.w3.org/1999/02/22-rdf-syntax-ns#type > < http://rdf.freebase.com/ns/education.education >. Labeled Links Strong Identifiers (vocabulary) Standard Format ✔ ✔ ✔ Microformats RDFa Microdata

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