Web Site Visibility in the Giant Graph of Commerce Data

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In this talk, I explain the impact of the GoodRelations vocabulary, the RDFa syntax for rich meta-data, and the Linked Data initiative for Search Engine Optimization (SEO).

In this talk, I explain the impact of the GoodRelations vocabulary, the RDFa syntax for rich meta-data, and the Linked Data initiative for Search Engine Optimization (SEO).

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  • 1. GoodRelations & RDFa: Site Visibility in the Giant Graph of Commerce Data Dr. Martin Hepp Professor, Head of Group Universität der Bundeswehr München, Germany
  • 2. No Unified View: Jumping Back and Forth Across Data Silos Site Page Page Search Engine Results 1 1 2 Search Engine Results Search Engine Results Search Engine Results Page Page 3 4 Site Page 2 5 Site Page Page Page 3 6 7 8
  • 3. Today: Loss of Variety and Detail Many Different Variety in Products Preferences Web Search Manufacturers & Consumers Retailers
  • 4. Overly Price Competition Only 1 – 2 Product Models Considered Comparison Shopping on the Small Subset
  • 5. GoodRelations: A Unified View on Commerce Data on the Web Extraction and Reuse Arbitrary Query Manufacturers Retailers Payment Delivery Product Model Warranty Master Data Auctions
  • 6. Principle 1: Piggybacking Rich Meta-Data
  • 7. Principle 2: Build Links to Data, not just to Documents hasMakeAndModel isCompatibleWith
  • 8. Key Challenge for Site Owners Add Rich Meta-Data Link to Useful Data •  Price •  Manufacturer •  Product Features •  Related Products •  Payment Options •  Reviews •  Stores •  Opening Hours Site Visibility in the Giant Graph of Commerce Data
  • 9. Impact on SEO Traditional GoodRelations & RDFa •  Becoming #1 for •  Maximizing site broad queries visibility for specific –  “Restaurant Chicago” searches •  Engine-specific –  Product features –  Location •  Engine-neutral
  • 10. Multi-hub Affiliate Marketing •  Rewarding multiple affiliates who contribute to closing a deal •  Examples –  Translations –  Better rich meta-data Original Variant 1 Variant 2
  • 11. Immediate Benefit: Yahoo Enhanced by SearchMonkey
  • 12. Mobile: iPhone, Android, Windows Mobile http://www.mobeedo.com
  • 13. http://igoogr.appspot.com/
  • 14. http://igoogr.appspot.com/
  • 15. How?
  • 16. GoodRelations Scenarios Minimal Simple Comprehensive
  • 17. GoodRelations CookBook http://tr.im/cookbook
  • 18. Extensions for Shop Software •  osCommerce –  http://code.google.com/p/goodrelations-for-oscommerce/ •  Joomla/Virtuemart –  http://code.google.com/p/goodrelations-for-joomla/ •  Oxid eSales –  http://www.ebusiness-unibw.org/wiki/GoodRelations4Oxid •  Magento –  Extension: Uwe Stoll, http://www.semantium.de/ –  Testshop: http://www.la-mousson.de/ •  Planned: Drupal/Ubercart, …
  • 19. Please Follow-up http://purl.org/goodrelations/ Twitter: mfhepp Skype: mfhepp
  • 20. Thank you! Prof. Dr. Martin Hepp Chair 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