What Can schema.Org Offer The Web Manager?
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Slides for workshop presentation given at IWMW (Institutional Web Management Workshop) . ...

Slides for workshop presentation given at IWMW (Institutional Web Management Workshop) .

Abstract: Schema.org is a major new initiative supported by Google, Yahoo, Microsoft Bing and Yandex with the aim of "making it easier for people to find the right web pages". It is a simplified profile of microdata, a means of embedding metadata in web pages that is aligned with HTML5. It differs significantly from previous attempts at providing resource descriptions for web pages to aid discovery, such as various metadata schema, microformats and RDFa in that it has support from the major search engines plus W3C, making it both standards-based and with vendor support.

This workshop will investigate relevance of schema.org to UK Further and Higher Education Institutions. For example what might it offer for the description of organisations, events, courses and resources. There will be an emphasis on what practically can be achieved now, what might be achieved in the near future, what is necessary to get there, and what are the pitfalls and misconceptions to avoid.

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What Can schema.Org Offer The Web Manager? Presentation Transcript

  • 1. What does schema.orgoffer the web manager? Phil Barker JISC CETIS Heriot-Watt University phil.barker@hw.ac.uk @philbarker
  • 2. Outline• What is schema.org• How does schema.org work• What does schema.org offer• Questions and answers(but not necessarily in that order)
  • 3. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 4. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 5. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 6. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 7. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 8. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 9. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 10. …easier for people to find relevant information…
  • 11. Will schema.org increase page rank? Probably not, but there is more to making information easier to find than that http://blogs.cetis.ac.uk/philb/2012/05/25/will-using-schemaorg-metadata-improve-my-google-rank/
  • 12. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 13. … on-page markup … Web page about me
  • 14. … on-page markup … Information about me
  • 15. … on-page markup … my name photo of me
  • 16. … on-page markup … about my employer
  • 17. … on-page markup … my employer’s address
  • 18. … on-page markup … my web page URL
  • 19. 1. <div>2. <h1>Phil Barker </h1>3. <img src="philb.jpg" alt="mug shot of me”/>4. <p> <strong>Learning Technology Adviser</strong><br />5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br />8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />9. Edinburgh, EH14 4AS<br />10. <strong>Tel.</strong> 0131 451 3278<br />11. <strong>Fax.</strong> 0131 451 3327<br />12. <strong>Email</strong> <a href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>14. </p>15. <p>My main interests are supporting the use of learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>…
  • 20. 1. <div>2. <h1>Phil Barker </h1>3. <img src="philb.jpg" alt="mug shot of me”/>4. <p> <strong>Learning Technology Adviser</strong><br />5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br />8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />9. Edinburgh, EH14 4AS<br />10. <strong>Tel.</strong> 0131 451 3278<br />11. <strong>Fax.</strong> 0131 451 3327<br />12. <strong>Email</strong> <a href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>14. </p>15. <p>My main interests are supporting the use of learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>…
  • 21. 1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1>Phil Barker </h1>3. <img src="philb.jpg" alt="mug shot of me”/>4. <p> <strong>Learning Technology Adviser</strong><br />5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br />8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />9. Edinburgh, EH14 4AS<br />10. <strong>Tel.</strong> 0131 451 3278<br />11. <strong>Fax.</strong> 0131 451 3327<br />12. <strong>Email</strong> <a href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>14. </p>15. <p>My main interests are supporting the use of learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>…
  • 22. 1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1>Phil Barker </h1>3. <img src="philb.jpg" alt="mug shot of me”/>4. <p> <strong>Learning Technology Adviser</strong><br />5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br />8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />9. Edinburgh, EH14 4AS<br />10. <strong>Tel.</strong> 0131 451 3278<br />11. <strong>Fax.</strong> 0131 451 3327<br />12. <strong>Email</strong> <a href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>14. </p>15. <p>My main interests are supporting the use of learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>…
  • 23. 1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img src="philb.jpg" alt="mug shot of me”/>4. <p> <strong>Learning Technology Adviser</strong><br />5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br />8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />9. Edinburgh, EH14 4AS<br />10. <strong>Tel.</strong> 0131 451 3278<br />11. <strong>Fax.</strong> 0131 451 3327<br />12. <strong>Email</strong> <a href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>14. </p>15. <p>My main interests are supporting the use of learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>…
  • 24. 1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>4. <p> <strong>Learning Technology Adviser</strong><br />5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br />8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />9. Edinburgh, EH14 4AS<br />10. <strong>Tel.</strong> 0131 451 3278<br />11. <strong>Fax.</strong> 0131 451 3327<br />12. <strong>Email</strong> <a href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>14. </p>15. <p>My main interests are supporting the use of learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>…
  • 25. 1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>4. <p> <strong>Learning Technology Adviser</strong><br />5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br />8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />9. Edinburgh, EH14 4AS<br />10. <strong>Tel.</strong> 0131 451 3278<br />11. <strong>Fax.</strong> 0131 451 3327<br />12. <strong>Email</strong> <a href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />13. <strong>Homepage</strong> <a href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>14. </p>15. <p>My main interests are supporting the use of learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>…
  • 26. 1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>4. <p> <strong>Learning Technology Adviser</strong><br />5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br />8. <span itemprop=“affiliation” itemscope itemtype=“http://schema.org/CollegeOrUniversity “>9. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />10. Edinburgh, EH14 4AS<br/>11. </span>12. <strong>Tel.</strong> 0131 451 3278<br />13. <strong>Fax.</strong> 0131 451 3327<br />14. <strong>Email</strong> <a href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />15. <strong>Homepage</strong> <a href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>16. </p>17. <p>My main interests are supporting the use of learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>…
  • 27. 1. <div itemscope itemtype=“http://schema.org/Person”>2. <h1 itemprop=“name”>Phil Barker</h1>3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>4. <p> <strong>Learning Technology Adviser</strong><br />5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based Learning</a>,<br />6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and Computer Sciences</a><br />7. Mountbatten Building<br />8. <span itemprop=“affiliation” itemscope itemtype=“http://schema.org/CollegeOrUniversity“>9. <a itemprop=“url” href="http://www.hw.ac.uk/">10. <span itemprop=“name”>Heriot-Watt University</span></a>,<br />11. Edinburgh, EH14 4AS<br/>12. </span>13. <strong>Tel.</strong> 0131 451 3278<br />14. <strong>Fax.</strong> 0131 451 3327<br />15. <strong>Email</strong> <a href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />16. <strong>Homepage</strong> <a href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>17. </p>18. <p>My main interests are supporting the use of learning technology at Universities, particularly through supporting the discovery and selection of appropriate resources. My main areas of work are ...</p>…
  • 28. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 29. … search engines understand the information … Rich Snippets Testing Tool http://www.google.com/webmasters/tools/richsnippets Item Type: http://schema.org/person image = http://www.icbl.hw.ac.uk/~philb/philb.jpg name = Phil Barker jobtitle = Learning Technology Adviser affiliation = Item( 1 ) Item 1 Type: http://schema.org/collegeoruniversity url text = Heriot-Watt University href = http://www.hw.ac.uk/ name = Heriot-Watt University
  • 30. Principles of physicsPublished: 1994Author: Hans C. OhanianISBN:0-393-96575-9Subjects covered: physics,Academic level: First year undergraduateResource type: Text bookFormat: Hardback, no dustwrapperPrice: £40
  • 31. <section itemscope itemtype="http://schema.org/Book"><header> <h1 itemprop="name">Principles of physics</h1> </header><p itemprop="author" itemscope itemtype="http://schema.org/Person"><strong>Author:</strong><a itemprop="url" href="http://www.librarything.com/author/ohanianhansc"><span itemprop="name">Hans C. Ohanian</span></a></p><p><strong>ISBN:</strong><span itemprop="isbn">0-393-96575-9</span></p><p><strong>Subjects covered:</strong><span itemprop="about" itemscope itemType="http://schema.org/Intangible"><link itemprop="url" href="http://example.com/physics"><span itemprop="name">physics</span></span><p><strong>Resource type:</strong><span itemprop="genre">Text book</span></p><p><strong>Format:</strong><link itemprop="bookFormat" href="http://schema.org/Hardback" /> Hardback, no dustwrapper</p><p itemprop="offers" itemscope itemtype="http://schema.org/Offer"><strong>Price:</strong> <span itemprop="price">£40</span><meta itemprop="priceCurrency" content="GBP" /></p></section>
  • 32. <section itemscope itemtype="http://schema.org/Book"><header> <h1 itemprop="name">Principles of physics</h1></header>
  • 33. <p itemprop="author" itemscope itemtype="http://schema.org/Person"> <strong>Author:</strong> <a itemprop="url" href="http://www.librarything.com/author/ohanianhansc"> <span itemprop="name">Hans C. Ohanian</span> </a></p>
  • 34. <p><strong>Subjects covered:</strong> <span itemprop="about" itemscope itemType="http://schema.org/Intangible"> <link itemprop="url" href=“http://dbpedia.org/resource/Physics"> <span itemprop="name">physics</span> </span>
  • 35. <p itemprop="offers" itemscope itemtype="http://schema.org/Offer"> <strong>Price:</strong> <span itemprop="price">£40</span> <meta itemprop="priceCurrency" content="GBP" /></p>
  • 36. Item Type: http://schema.org/book name = Principles of physics author = Item( 1 ) isbn = 0-393-96575-9 about = Item( 2 ) genre = Text book bookformat = http://schema.org/Hardback offers = Item( 3 )Item 1 Type: http://schema.org/person url text = Hans C. Ohanian href = http://www.librarything.com/author/ohanianhansc name = Hans C. OhanianItem 2 Item 3 Type: http://schema.org/intangible Type: http://schema.org/offer url = http://example.com/physics price = £40 name = physics pricecurrency = GBP
  • 37. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 38. A shared markup vocabulary (some) schema.org types • Thing • Creative work • Article, Book, Review, WebPage etc. • Event • EducationEvent, LiteraryEvent, SportsEvent • Intangible • JobPosting, Rating, PostalAddress • Organization • EducationOrganization, CollegeOrUniversity, LiquorStore • Person • Place • Product • DataType
  • 39. A shared markup vocabulary (some) schema.org item properties CollegeOrUniversity properties from Thing: description, image, name, url properties from Organization address, email, employee, event, member .... properties from EducationalOrganization alumni
  • 40. A shared markup vocabulary (some) schema.org item properties CollegeOrUniversity properties from Thing: description, image, name, url properties from Organization address, email, employee, event, member .... properties from EducationalOrganization alumni What’s missing?
  • 41. A shared markup vocabulary (some) schema.org item properties CollegeOrUniversity properties from Thing: description, image, name, url properties from Organization address, email, employee, event, member .... properties from EducationalOrganization alumni What’s missing?
  • 42. A shared markup vocabulary (some) schema.org item properties Creative Work properties from Thing: description, image, name, url properties from Creative Work about, author, copyrightHolder, dateCreated, publisher, sourceOrganization.... More specific Types: Article, Book, Map, MediaObject, AudioObject, VideoObject, Movie, MusicRecording, WebPage....
  • 43. A shared markup vocabulary (some) schema.org item properties Creative Work properties from Thing: description, image, name, url properties from Creative Work about, author, copyrightHolder, dateCreated, publisher, sourceOrganization.... More specific Types: Article, Book, Map, MediaObject, AudioObject, VideoObject, Movie, MusicRecording, WebPage .... What’s missing?
  • 44. A shared markup vocabulary Learning resource metadata initiative • Funded by Gates foundation • Lead by Creative Commons + Association of Education Publishers • Added properties to CreativeWork for description of Learning Resources • Educational alignment (to some point in a curriculum) • Learning resource type • Time Required • Educational use • ... http://www.lrmi.net/the-specification
  • 45. What is it about schema.org thatmakes it so different, so appealing?
  • 46. <meta name=“keywords”...><meta name=“DC.title” content=“...”><link rel=“DCTERMS.subject” href=“....”>
  • 47. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 48. The difference is trust<meta name=“keywords”...><meta name=“DC.title” content=“...”><link rel=“DCTERMS.subject” href=“....”>Google doesn’t trust invisible metadata
  • 49. Rich snippets not appearing In general, Google wont display any content in rich snippets that is not visible to human user. It can be tempting to add all the content relevant for a rich snippet in one place on the page, mark it up, and then hide the entire block of text using techniques like display:none, value-title, css etc. Dont do it! Google will ignore content that isnt visible to human users, so you should mark up the text that visitors will see on your web pages. http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1093493#hidden
  • 50. schema.org cf. RDFa,Microformats, Microdata• All ways of marking up web page content to show semantics• schema.org is microdata• A schema.org → RDFa mapping exists • schema:author owl:sameAs {foaf:maker, dc:creator}• schema.org aims to be • Shared vocabulary • Supported by search engines • Easier for webmasters http://blog.schema.org/2012/06/semtech-rdfa-microdata-and-more.html
  • 51. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 52. easier for webmasters• All info in one place: http://schema.org• Forgiving of simplification, e.g.<span itemprop=“author”>Phil Barker</span>• No philosophy, e.g. “httpRange-14”<a itemprop=url href=“http://people.pjjk.net/phil”>
  • 53. Useful support links• http://schema.org/• Official schema blog: http://blog.schema.org/• Development discussion: Public-vocabs@w3.org http://lists.w3.org/Archives/Public/public-vocabs/• Google testing tool: http://www.google.com/webmasters/tools/richsnippets• Google schema.org faq: http://support.google.com/webmasters/bin/answer.py? hl=en&answer=1211158
  • 54. Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema supported by major search engines. On-pagemarkup helps search engines understand the informationon web pages and provide richer search results. Ashared markup vocabulary makes easier for webmastersto decide on a markup schema and get the maximumbenefit for their efforts. Search engines want to make iteasier for people to find relevant information on the web.Markup can also enable new tools and applications thatmake use of the structure. Schema.org FAQ http://schema.org/docs/faq.html
  • 55. Support by Google• Patchy at the moment• Will only happen when significant number of pages are marked up• Google CSE API returns schema markup • e.g. Veterans Job Bank
  • 56. Google Semantic Search?? http://www.engadget.com/2012/05/09/google-semantic-search/
  • 57. Google Knowledge Graph?? Things not strings Taj Mahal – place or Taj Mahal – Musician? http://googleblog.blogspot.co.uk/2012/05/introducing-knowledge-graph-things-not.html http://www.google.com/insidesearch/features/search/knowledge.html
  • 58. Licence and attribution By Phil Barker <phil.barker@hw.ac.uk>, JISC CETIS <http://jisc.cetis.ac.uk>This work is licensed under the Creative Commons Attribution 3.0 Unported licence.To view a copy of this licence, visit http://creativecommons.org/licenses/by/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California 94105, USA.