Advertising with Linked Data in Web Content

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Advertising with Linked Data in Web Content: From Semantic SEO to E-Commerce on the Web 3.0

Slides and audio from my talk given at the Knowledge Engineering Group of the University of Economics Prague.

http://keg.vse.cz/seminar.php?datetime=2011-04-06

Published in: Business

Advertising with Linked Data in Web Content

  1. 1. Advertising with Linked Data in Web ContentFrom Semantic SEO to E-Commerce on the Web 3.0 Prof. Dr. Martin Hepp mhepp@computer.org
  2. 2. About me 2
  3. 3. You all use Web Search Engines... 3
  4. 4. They are our magic goggles... (picture of me with funny goggles) 4
  5. 5. ... into the Giant Graph of Information, 5
  6. 6. ...which isThe World Wide Web 6
  7. 7. What’s SEO? 7
  8. 8. SEO for Researchers•  For a given Web site S with the set of individual HTML pages H, increase the arithmetic mean•  of the position x in the organic search result pages R of all Web users that are searching for topics that match your profile. 8
  9. 9. SEO for People•  Pimp up my Web site for Google 9
  10. 10. What’s SEO, Really? 10
  11. 11. 1. Being visible for potential buyers 11
  12. 12. 2. Articulating the value proposition But: Often flattened to just the price tag… 12
  13. 13. 3. For a large number of items Example Number of Products BestBuy > 400 k Amazon > 4 Mio. Typical small shops 1 … 10 k items 13
  14. 14. Specificity 14
  15. 15. Key Driver of Search Costs Specificity„How much you lose when you can‘t use a good for what it was designed.“ 15
  16. 16. Growth in Specificity1920: 5168 Types of Goods 16
  17. 17. Examples 17
  18. 18. Examples 18
  19. 19. Examples 19
  20. 20. What’s theProblem? 20
  21. 21. Loss of Variety and Detail Many Different Variety in Preferences Products Web SearchManufacturers & Retailers Consumers 21
  22. 22. What happens?
  23. 23. Overly Fierce Price Competition Only 1 – 2 Product Models Considered Comparison Shopping on the Small Subset 23
  24. 24. Businesses work hard to articulate their value proposition……but fail to keep their message intact over the wire! 24
  25. 25. The WWW: A Giant Data Shredder Source: Recipient:Structured Data Unstructured Text 25
  26. 26. What’s Semantic SEO? 26
  27. 27. Semantic SEOUsing data to articulate product masteryour value proposition Web over the 27
  28. 28. Principle: Small Data Packets Inside Your Page 28
  29. 29. What is GoodRelations? 29
  30. 30. What is GoodRelations, Take 1:The piece of the cake that Google chose. 30
  31. 31. What is GoodRelations, Take 2:BestBuy Overstock.com O’Reilly MediaThe first Web ontology used by severalFortune 500 companies on their Web sites 31
  32. 32. 1. A clear business value•  Preserving your value proposition over the WWW 32
  33. 33. Semantic SEO: Immediate Effects•  Google Rich Snippets•  Improved Yahoo Rendering•  Ranking / Information Entropy 33
  34. 34. Semantic SEO: Near-term Effects•  Linking Datasheets & Offers•  Linking Offers & Location Info•  Semantic Affiliate Marketing 34
  35. 35. 2. A healthy ecosystemShop Extensions Tools Applications Data Incentives Documentationhttp://www.ebusiness-unibw.org/wiki/GoodRelations 35
  36. 36. 3. Six Sigma Engineering 36
  37. 37. GoodRelations ScopeStores Prices Features 37
  38. 38. How can I useSemantic SEO? 38
  39. 39. 1. Mark-up your “about” pagehttp://www.myshop.com/ 39
  40. 40. 2. Mark-up your “item” page templatehttp://www.myshop.com/products/product123 40
  41. 41. 3. Mark-up your “stores” page template http://www.myshop.com/stores/ 41
  42. 42. 4. Link the pages semantically 42
  43. 43. 5. Help search engines crawl your data•  robots.txt with pointer to sitemap URI•  sitemap.xml with proper lastmod attribute 43
  44. 44. Impact: High-Precision Value Articulation and AND Feeding Search Engines 44
  45. 45. Page Size and Loading Time: No Problem Main Page (KB) Product Item Page (KB) HTML Total HTML Total Regular BestBuy Amazon 102 187 815 736 236 286 1536 712 Pages eBay 54 445 75 849 Mean 114 665 199 1032 Main Page Product Item Page Increase Minimal HTML 1,40% Total 0,24% HTML 1,31% Total 0,25%by GoodRelations Full 2,19% 0,38% 3,22% 0,62% in RDFa With Features n/a n/a 6,03% 1,16% 45
  46. 46. The Product Ontology 46
  47. 47. BollardImage credit: This work has been released into the public domain by its author, KVDP at the wikipedia project.http://en.wikipedia.org/wiki/File:Retractible_Bollard.JPG 47
  48. 48. Fire Extinguisher Image credit: Photo taken by icsan, available under CC BY 2.0 from http://www.flickr.com/photos/ictsan/3025912014 48
  49. 49. Bramborák Image credit: Photo by Oleh Petriv/Ludek, available under CC BY 2.5 http://cs.wikipedia.org/wiki/Soubor:Bramboracky.jpg 49
  50. 50. www.productontology.org•  300 – 600k precise OWL DL class definitions•  Compatible with GoodRelations and Facebook Open Graph Protocol•  Tightly coupled with the evolution of Wikipedia•  Up to 100 translations 50
  51. 51. Hashtag: #goodrelations User ID: @mfhepp 51
  52. 52. Thank you! Prof. Dr. Martin HeppChair of General Management and E-Business Universitaet der Bundeswehr Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217 Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/http://purl.org/goodrelations/ mhepp@computer.org 52

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