schema.org, an ontology for discovery on the web Phil Barker, Heriot-Watt University http://people.pjjk.net/phil @philbarker
Centre for Educational Technology and Interoperability Standards Supporting innovation and interoperability in educational technology http://jisc.cetis.ac.uk Learning Resource Metadata InitiativeMake it easier to find educational resources by developing acommon metadata framework (within schema.org) to describe theireducational characteristics http://www.lrmi.net
schema.orgSchema.org is a joint effort, in the spirit of sitemaps.org, toimprove the web by creating a structured data markup schemasupported by major search engines. On-page markup helpssearch engines understand the information on web pages andprovide richer search results. A shared markup vocabularymakes easier for webmasters to decide on a markup schemaand get the maximum benefit for their efforts. Search engineswant to make it easier for people to find relevant informationon the web. Markup can also enable new tools andapplications that make use of the structure. Schema.org FAQ http://schema.org/docs/faq.html (June 2011)
Screenshot of MIT OCW page licence CC:BY-NC-SAhttp://ocw.mit.edu/courses/mathematics/18-03sc-differential-equations-fall-2011/
Resource Title Creators Educational level URI Publisher Subject Keywords Goals Pre-requisites Resource Type Description Adapted screenshot of MIT OCW page licence CC:BY-NC-SAhttp://ocw.mit.edu/courses/mathematics/18-03sc-differential-equations-fall-2011/
schema.org = ontology + syntax Hierarchy of types, each with own Microdata or RDFa properties in HTML
<h3>Instructor(s)</h3><p itemprop="author">Prof. Arthur Mattuck</p><p itemprop="author">Prof. Haynes Miller</p><p itemprop="author">Dr. Jeremy Orloff</p><p itemprop="author">Dr. John Lewis</p><h3>Level</h3><p itemprop="typicalAgeRange" content="18-21">Undergraduate</p>
schema.org properties for ThingThing additionalType (a URL) description (text) (Expected type for property) image (a URL) name (text) url (a URL)
(some) schema.org propertiesCreative Work about (a schema.org Thing) author (a schema.org Person or Organization) copyrightHolder (a schema.org Person or Organization) dateCreated (a Date) publisher (a schema.org Organization) and many, many more....Plus, from Thing additionalType, description, image, name, url
Emphasis on simplicity and search<p itemprop="author">Prof. Arthur Mattuck</p>Should be<p itemprop="author" itemscope itemtype="http://schema.org/Person"> <span itemprop="honorificPrefix">Prof.</span> <span itemprop="givenname">Arthur</span> <span itemprop="familyname">Mattuck</span></p> But even the former helps Google
Other observations The ontology is growing (discussion at Publicemail@example.com) Being implemented by web sites See http://webdatacommons.org/vocabulary-usage-analysis/ Implementation by Google? Not much obvious use yet Difficult to know what Google does in background Can use to build “niche” searches via Google CSE
Conclusion Consider using schema.org to help build more sophisticated search services by disambiguating information exposed in web pages.
Licence and attribution By Phil Barker <firstname.lastname@example.org>, JISC CETIS <http://jisc.cetis.ac.uk>This work is licensed under the Creative CommonsAttribution 3.0 Unported licence.To view a copy of this licence, visithttp://creativecommons.org/licenses/by/3.0/ or send aletter to Creative Commons, 171 Second Street, Suite300, San Francisco, California 94105, USA.