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SMX Advanced Seattle -- Structured Web of Data

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

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


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  • 1. Best Buy’s schema.org Journey: Then and Now Jay Myers | @jaymyers Journey stop sign cc-by Joseph Novak
  • 2. Original Web Every store has valuable data that should be exposed
  • 3. Experimental rich markup site outranked main site
  • 4. “Shop URLs” serve as rich data experiences for both humans and machines
  • 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. Now: Best Buy properties use Microdata and schema.org
  • 7. Additional data elements drive customer engagement
  • 8. Additional data elements drive customer engagement
  • 9. Additional data elements drive customer engagement
  • 10. Additional data elements drive customer engagement
  • 11. Future Direction Gmail Actions in the inbox
  • 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. 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. Future Direction Feeding knowledge
  • 15. Future Direction Feeding knowledge
  • 16. Future Direction Feeding knowledge
  • 17. Future Direction Feeding knowledge
  • 18. Thank You!