SMX Advanced Seattle -- Structured Web of Data

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My presentation from the Super Session: Enhancing Search Results With Structured Data & Markup

SMX Advanced Seattle -- Structured Web of Data

  1. 1. Best Buy’s schema.org Journey: Then and Now Jay Myers | @jaymyers Journey stop sign cc-by Joseph Novak
  2. 2. Original Web Every store has valuable data that should be exposed
  3. 3. Experimental rich markup site outranked main site
  4. 4. “Shop URLs” serve as rich data experiences for both humans and machines
  5. 5. Initial Effort • Publish data that has valuable meaning beyond keywords • “Clean” and “Cool” URLS • Syntax: RDFa – Resource Description Framework in Attributes • Ontologies – GoodRelations – The Web Vocabulary for Ecommerce – FOAF – Friend of a Friend – GEO – Basic methods for representing spatially-located things
  6. 6. Now: Best Buy properties use Microdata and schema.org
  7. 7. Additional data elements drive customer engagement
  8. 8. Additional data elements drive customer engagement
  9. 9. Additional data elements drive customer engagement
  10. 10. Additional data elements drive customer engagement
  11. 11. Future Direction Gmail Actions in the inbox
  12. 12. Future Direction Gmail Actions in the inbox <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Order", "merchant": { "@type": "Organization", "name": "bestbuy.com" }, "orderNumber": "1234567890", "priceCurrency": "USD", "price": "29.99", "acceptedOffer": { "@type": "Offer", "itemOffered": { "@type": "Product", "name": "Vinotemp - Epicureanist 3-in-1 Wine Bottle Stopper" }, "price": “19.99", "priceCurrency": "USD", "eligibleQuantity": { "@type": "QuantitativeValue", "value": "1" } }, "url": "https://www.bestbuy.com/orderconf/?orderID=1234567890" } </script>
  13. 13. Future Direction • Pilot to improve visibility of product information on the web GS1 GTIN Initiative <span itemprop=”gtin13”>0887276965147</span> http://semanticweb.com/gs1-explores-systems-standards-will-fit-semantic-web_b41164
  14. 14. Future Direction Feeding knowledge
  15. 15. Future Direction Feeding knowledge
  16. 16. Future Direction Feeding knowledge
  17. 17. Future Direction Feeding knowledge
  18. 18. Thank You!

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