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The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential
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The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential

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For years, technologists have been trying to make sense of the vast wealth of insightful data we have locked in databases and unstructured formats. There is a growing movement to transform the web …

For years, technologists have been trying to make sense of the vast wealth of insightful data we have locked in databases and unstructured formats. There is a growing movement to transform the web from one meant for solely human consumption to one accessible for humans and machines. Schema.org is a coalition of technology companies, including Google, promoting better structured data on the web.

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    • 1. The Web Comes Alive with Data! Schema.org and Structured Data on the Web: Past, Present, Potential @jaymyers Google DevFest Twin Cities February 8, 2014
    • 2. • Early adopter • Semantic Web, Linked & Open data enthusiast • Speaker
    • 3. Web of Today • • • • 25 million web sites Trillions of web pages 5 billion web pages change every day 1000x more web pages on the “deep web”
    • 4. Structured data Transform User
    • 5. Users Transform Structured data Machines
    • 6. “1980-10-21” “Actress”* birthDate jobTitle jobTitle Kim Kardashian “Director”* “HollywoodLife” provider provider “TooFab” * questionable, but we’ll go with it
    • 7. Goals • Create a web for both humans and machines • Entice webmasters to make metadata available through structured HTML • Gain access to the meaning of web sites
    • 8. Early Attempts • Meta Content Framework • RDF • OWL
    • 9. Semantic Web “A new form of Web content that is meaningful to computers will unleash a revolution of new possibilities” - TBL
    • 10. Microformats (‘03) Addresses, geo, blog posts, media (images/ video), news, products, recipes, reviews and more!
    • 11. Microformats example <div class="item hproduct"> <ol> <li class="lister vcard"><a class="url fn" href="http://storename.com">Magers and Quinn</a></li> <li class="category"><a href="http://storename.com/categories/books">Books</a></li> </ol> <img src="http://images.storename.com/products/ramsay-fast-food.jpg" class="photo" alt="gordon ramsay fast food book" /> <p><span class="condition">New:</span> <span class="price">$27.99</span></p> <p>Pub price: $35.00</p> <p>Hardcover</p> <p class="availability">Out of stock</p> <h1 class="fn">Gordon Ramsay's Fast Food Recipes from the F Word</h1> <p>By Ramsay, Gordon</p> <dl class="identifier"> <dt>ISBN:</dt> <dd>1554700647</dd> </dl> <dl class="identifier"> <dt>Publisher:</dt> <dd>Amer Youth Hostels</dd> </dl> <h4>Publishers Comments</h4> <p class="description">A celebrity host of Hell's Kitchen features more than one hundred accessible recipes that are organized in accordance with everyday needs and special occasions, in a volume that places an emphasis on fast preparation and features complementary tips on stocking a pantry.</p> </div>
    • 12. Ontology Models:FOAF <mailto:jmyers1551@gmail.com> <mailto:cledwyn@gmail.com> foaf:mbox “Jaydog” foaf:knows foaf:nick foaf:homepage <http://jaymmyers.tumblr.com> foaf:mbox Jay Myers a foaf:Person foaf:nick Lloyd Cledwyn a foaf:Person “Professor Lloyd” foaf:homepage <http://stthomas.edu>
    • 13. Ontology Models:SKOS category:Boston_Celtics category:Minnesota_ Timberwolves category:National_Basketball_Association_ franchise_relocations category:Atlanta_Hawks skos:broader skos:broader skos:broader skos:broader skos:broader skos:prefLabel National Basketball Association teams a skos:Concept category:Defunct_National_ Basketball_Association_teams “National Basketball Association teams”
    • 14. Ontology Models:GoodRelations “Make a delicious breakfast treat…” “Euro Cuisine” gr:description gr:hasManufacturer gr:includesObject a gr:Offering gr:hasMPN Euro Cuisine – gr:category 8" Heart-Shape Waffle Maker a gr:ProductOrService “WM520” “Waffle_Makers”
    • 15. RDFa <html xmlns=“http://www.w3.org/1999/xhtml” xmlns:rdfs=“Http://www.w3.org/2000/01/rdf-schema#” xmlns:dc=“http://purl.org/dc/elements/1.1/” xmlns:xsd=http://www.w3.org/2001/XMLSchema# xmlns:foaf=“http://xmlns.com/foaf/0.1/” xmlns:gr=http://purl.org/goodrelations/v1# xmlns:geo=http://www.w3.org/2003/01/geo/wgs84_pos# xmlns:v=http://www.w3.org/2006/vcard/ns# xmlns:r=http://rdf.data-vocabulary.org/#> <div class="vcard" typeof="gr:LocationOfSalesOrServiceProvisioning" about="#store_201"> <h1 id="site_title" property="geo:lat_long" content="29.521643, -98.493599"> <a href="http://stores.bestbuy.com/201">Best Buy - San Antonio</a> </h1> </div> <div rel="v:adr"> <p class="geo" typeof="v:Address v:Work”> <strong><span property="v:street-address">125 Nw Loop 410 Ste 201</span></strong><br /> <strong> <span property="v:locality">San Antonio, </span> <span property="v:region">TX</span> <span property="v:postal-code">78216</span> </strong> <br /> Phone: <span property="v:tel"><span typeof="v:Tel v:Home">888-229-3770</span></span><br /> Email: <a href="mailto:Keith.Allen2@bestbuy.com" rel="v:email">Keith.Allen2@bestbuy.com</a></p> <span rel="v:geo">GEO: <span property="v:latitude">29.521643</span>, <span property="v:longitude">98.493599</span></span></p> </div>
    • 16. Why?
    • 17. Circa 2007
    • 18. Additional content on SERPs Data automagically extracted from HTML
    • 19. Value prop: “Give us your data in a machinereadable format and we’ll make your stuff more attractive in search results”
    • 20. Results • 1000x increase in structured markup • Increases in user engagement (click throughs) for SERP objects created from structured markup • Small number of interesting applications built on top of structured data
    • 21. But… • Too many choices (syntax, ontology, etc.), fragmented • A lot of bad markup – up to 40% • Not easy enough for your average “Joe Webmaster”
    • 22. 2010
    • 23. schema.org • Common vocabularies that search engines can understand • Lower the bar for webmasters to publish data on the web • Improve user experience through data
    • 24. Introducing: Microdata <div id="pagecontent" itemscope itemtype="http://schema.org/Person"> <a href="/media/rm974696448/nm2578007?ref_=nm_ov_ph"> <img id="name-poster" alt="Kim Kardashian Picture" title="Kim Kardashian Picture" src="http://ia.mediaimdb.com/images/M/MV5BMTc0MjkzOTAxNV5BMl5BanBnXkFtZTcwNTk1NjcyNw@@._V1_SX214_CR0, 0,214,317_.jpg" itemprop="image"/> </a> <h1 class="header"> <span class="itemprop" itemprop="name">Kim Kardashian</span></h1> <div class="infobar" id="name-job-categories"> <span class="itemprop" itemprop="jobTitle">Actress</span> <span class="itemprop" itemprop="jobTitle">Producer</span> </div> <div class="inline" itemprop="description"> TV star, entrepreneur, fashion designer, and author (New York Times bestseller - "Kardashian Konfidential"), Kim Kardashian first burst onto the scene in 2007, after the premiere of her hit E! Entertainment reality series ... </div> <time datetime="1980-10-21" itemprop="birthDate"> <a href="/search/name?birth_monthday=1021&refine=birth_monthday&ref_=nm_ov_bth_monthday" >October 21</a>, <a href="/search/name?birth_year=1980&ref_=nm_ov_bth_year" >1980</a> </time> </div>
    • 25. Looks Like We’ve Got Something Here! • 15% of all sites contain schema.org markup • Many major sites • Adoption by content systems like Drupal and Wordpress • Around 1200 object types and growing • Significant reduction in error rates
    • 26. Practical Applications in Search Yahoo! Related Entities
    • 27. Practical Applications in Search Yandex Islands
    • 28. Practical Applications in Search Google Knowledge Graph Additional content driven by schema.org derived data
    • 29. Practical Applications in Search Google Knowledge Graph Additional content driven by schema.org derived data
    • 30. Other Applications Pinterest Rich Pins
    • 31. Other Applications Gmail “Actions in the Inbox” • Actions – rent a movie, buy something • Orders – post transaction order confirmation, shipping status • Reservations – restaurant, travel, tickets
    • 32. Other Applications JSON-LD { "@context": "http://schema.org", "@type": "Person", "name": "John Doe", "jobTitle": ”Technologist", "affiliation": ”Big Boxen ‘R’ Us", "additionalName": "Johnny", "url": "http://www.example.com", "address": { "@type": "PostalAddress", "streetAddress": "1234 Freeze Drive", "addressLocality": ”Icebox", "addressRegion": ”Minnesota" } }
    • 33. Thank you @jaymyers
    • 34. Credits Guha, Ramanathan V. “Light at the End of the Tunnel.” 12th International Semantic Web Conference (ISWC), Sydney, NSW, Australia. 23 October 2013. Keynote Address.

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