Semantic Web at Best Buy

StoresVirtual PresencePhysical Presence

GoodRelationsRDFa Gives Stores Meaning<div class="vcard" typeof="foaf:Organizationgr:BusinessEntity" about="http://products.semweb.bestbuy.com/company.rdf#BusinessEntity_BestBuy"> <span rel="rdfs:seeAlso" resource="http://www.bestbuy.com"></span> <span property="gr:hasLegalName" content="Best Buy Co., Inc." datatype="xsd:string"></span> <span rev="gr:hasPOS" resource="http://stores.bestbuy.com/1000#BestBuyStore_1000"></span> <div about="http://stores.bestbuy.com/1000#BestBuyStore_1000" typeof="gr:LocationOfSalesOrServiceProvisioning"> <div class="fn n" property="foaf:namerdfs:labelvcard:fngr:legalName"><h1 class="org" property="geo:lat_long" content="26.23946,-80.25539">Best Buy - Coral Springs</h1></div> <span rel="rdfs:seeAlsofoaf:depiction"><imgsrc="http://stores.bestbuy.com/1136/wp-content/store-images/1136.jpg" alt="Coral Springs 1136" class="photo" border="0"></span> <div class="info"> <div class="adr" rel="vcard:adr"> <div typeof="vcard:Address"> <div class="street-address" property="vcard:street-address">650 N University Dr</div> <span class="locality" property="vcard:locality">Coral Springs</span>, <span class="region" property="vcard:region">FL</span> <span class="postal-code" property="vcard:postal-code" datatype="xsd:string">33071</span> </div> </div> <div class="tel"><span>Phone</span>: <span property="vcard:tel">954-341-0256</span></div> <div class="geo" rel="vcard:geo">GEO: <span class="latitude" property="vcard:latitude">26.23946</span>, <span class="longitude" property="vcard:longitude">-80.25539</span></div> …

Benefits Simple, rich structured data delivered directly to the browser Bridges the gap by making important data points about stores findable – beneficial for customers and business 10,590,212 visits to store pages (Apr-Oct ‘09) Organic search engine traffic up ~30%

Simple, rich structured data delivered directly to the browser

Bridges the gap by making important data points about stores findable – beneficial for customers and business

10,590,212 visits to store pages (Apr-Oct ‘09)

Organic search engine traffic up ~30%

Products

Ecommerce Product ChallengesImportant product data often under exposed (or not exposed at all!) Creates uninformed/ under informed customers Under utilized product “long tail”

Important product data often under exposed (or not exposed at all!)

Creates uninformed/ under informed customers

Under utilized product “long tail”

Best Buy Semantic Product Web (beta)

GoodRelationsRDFa Gives Products Meaning<div id="centrewell" typeof="gr:Offering" about="http://products.semweb.bestbuy.com/products/7590289/semanticweb.rdf#Offering_7590289"> <div rev="gr:offers" resource="http://products.semweb.bestbuy.com/company.rdf#BusinessEntity_BestBuy"></div> <span rel="rdfs:seeAlso" resource="http://www.bestbuy.com/site/olspage.jsp?skuId=7590289&type=product&id=47476&cmp=RMX&ky=1whYTIhnZ0ydleik4tkW4Z7Fn1kPFrBgb"></span> <span property="gr:validFrom" datatype="xsd:dateTime" content="2009-11-24T11:47:39"></span> <span property="gr:validThrough" datatype="xsd:dateTime" content="2009-12-07T16:59:58"></span> <span rel="gr:availableAtOrFrom" resource="http://products.semweb.bestbuy.com/company.rdf#BusinessEntity_BestBuy"></span> <div id="pricing"> <div rel="gr:hasPriceSpecification" id="price"> <h3>Reg. Price:</h3> <span typeof="gr:UnitPriceSpecification” about="http://products.semweb.bestbuy.com/products/7590289/semanticweb.rdf#UnitPriceSpecification_7590289_1"> $<span property="gr:hasCurrencyValue" datatype="xsd:float">9.99</span> <span property="gr:hasCurrency" datatype="xsd:string">USD</span> <span property="gr:priceType" content="SRP" datatype="xsd:string"></span> </span> </div><div class="buy"><a href="http://www.bestbuy.com/site/olspage.jsp?skuId=7590289&type=product&id=47476&cmp=RMX&ky=1whYTIhnZ0ydleik4tkW4Z7Fn1kPFrBgb"><img src="/images/buy.gif" rel="buy" /></a></div> </div>…

Best Buy Semantic Product Web (beta)~460K product detail pages of current Best Buy SKUs using RDFa/ GoodRelations ontology “Next-gen” web pages that combine rich data with modern, user-friendly design and IA Makes rich product information available to the Web of Data for query http://products.semweb.bestbuy.com/gsitemap-index.xml

~460K product detail pages of current Best Buy SKUs using RDFa/ GoodRelations ontology

“Next-gen” web pages that combine rich data with modern, user-friendly design and IA

Makes rich product information available to the Web of Data for query

http://products.semweb.bestbuy.com/gsitemap-index.xml

Initial Findings -- SEO

Benefits of RDFa, GoodRelationsHuman and machine-readable Easy for HTML authors to add machine-readable tags to express the meaning of stores and products Search engines processing rich data in RDFa, thus improving our ability to search More granular, detailed and scalable – increases the visibility of your product, service or business on the web

Human and machine-readable

Easy for HTML authors to add machine-readable tags to express the meaning of stores and products

Search engines processing rich data in RDFa, thus improving our ability to search

More granular, detailed and scalable – increases the visibility of your product, service or business on the web

What’s next?

Thanks!Jay Myers (@jaymyers)