What does schema.orgoffer the web manager?          Phil Barker          JISC CETIS          Heriot-Watt University       ...
Outline• What is schema.org• How does schema.org work• What does schema.org offer• Questions and answers(but not necessari...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
…easier for people to find relevant information…
Will schema.org increase page rank? Probably not, but there is more to making information                 easier to find t...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
… on-page markup …                Web page about me
… on-page markup …                     Information about me
… on-page markup …            my name   photo of me
… on-page markup …               about my employer
… on-page markup …               my employer’s address
… on-page markup …                my web page URL
1. <div>2.       <h1>Phil Barker </h1>3.       <img src="philb.jpg" alt="mug shot of me”/>4.       <p> <strong>Learning Te...
1. <div>2.       <h1>Phil Barker </h1>3.       <img src="philb.jpg" alt="mug shot of me”/>4.       <p> <strong>Learning Te...
1. <div itemscope itemtype=“http://schema.org/Person”>2.       <h1>Phil Barker </h1>3.       <img src="philb.jpg" alt="mug...
1. <div itemscope itemtype=“http://schema.org/Person”>2.       <h1>Phil Barker </h1>3.       <img src="philb.jpg" alt="mug...
1. <div itemscope itemtype=“http://schema.org/Person”>2.       <h1 itemprop=“name”>Phil Barker</h1>3.       <img src="phil...
1. <div itemscope itemtype=“http://schema.org/Person”>2.       <h1 itemprop=“name”>Phil Barker</h1>3.       <img itemprop=...
1. <div itemscope itemtype=“http://schema.org/Person”>2.       <h1 itemprop=“name”>Phil Barker</h1>3.       <img itemprop=...
1. <div itemscope itemtype=“http://schema.org/Person”>2.       <h1 itemprop=“name”>Phil Barker</h1>3.       <img itemprop=...
1. <div itemscope itemtype=“http://schema.org/Person”>2.       <h1 itemprop=“name”>Phil Barker</h1>3.       <img itemprop=...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
… search engines understand the information …   Rich Snippets Testing Tool                    http://www.google.com/webmas...
Principles of physicsPublished: 1994Author: Hans C. OhanianISBN:0-393-96575-9Subjects covered: physics,Academic level: Fir...
<section itemscope itemtype="http://schema.org/Book"><header> <h1 itemprop="name">Principles of physics</h1> </header><p i...
<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"      ...
<p><strong>Subjects covered:</strong>   <span itemprop="about"         itemscope itemType="http://schema.org/Intangible"> ...
<p itemprop="offers"   itemscope itemtype="http://schema.org/Offer">   <strong>Price:</strong> <span itemprop="price">£40<...
Item  Type: http://schema.org/book  name = Principles of physics  author = Item( 1 )  isbn = 0-393-96575-9  about = Item( ...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
A shared markup vocabulary  (some) schema.org types  • Thing      • Creative work          • Article, Book, Review, WebPag...
A shared markup vocabulary  (some) schema.org item properties  CollegeOrUniversity    properties from Thing:         descr...
A shared markup vocabulary  (some) schema.org item properties  CollegeOrUniversity    properties from Thing:         descr...
A shared markup vocabulary  (some) schema.org item properties  CollegeOrUniversity    properties from Thing:         descr...
A shared markup vocabulary  (some) schema.org item properties  Creative Work    properties from Thing:         description...
A shared markup vocabulary  (some) schema.org item properties  Creative Work    properties from Thing:         description...
A shared markup vocabulary  Learning resource metadata initiative  • Funded by Gates foundation  • Lead by Creative Common...
What is it about schema.org thatmakes it so different, so appealing?
<meta name=“keywords”...><meta name=“DC.title” content=“...”><link rel=“DCTERMS.subject” href=“....”>
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
The difference is trust<meta name=“keywords”...><meta name=“DC.title” content=“...”><link rel=“DCTERMS.subject” href=“.......
Rich snippets not appearing  In general, Google wont display any content in rich  snippets that is not visible to human us...
schema.org cf. RDFa,Microformats, Microdata• All ways of marking up web page content to  show semantics• schema.org is mic...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
easier for webmasters• All info in one place:  http://schema.org• Forgiving of simplification, e.g.<span itemprop=“author”...
Useful support links• http://schema.org/• Official schema blog: http://blog.schema.org/• Development discussion: Public-vo...
Schema.org is a joint effort, in the spirit of sitemaps.org,to improve the web by creating a structured data markupschema ...
Support by Google• Patchy at the moment• Will only happen when significant number of  pages are marked up• Google CSE API ...
Google Semantic Search??    http://www.engadget.com/2012/05/09/google-semantic-search/
Google Knowledge Graph??                                    Things not strings                                    Taj Maha...
Licence and attribution             By Phil Barker <phil.barker@hw.ac.uk>, JISC                CETIS <http://jisc.cetis.ac...
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What Can schema.Org Offer The Web Manager?

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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.

Published in: Technology, Design

What Can schema.Org Offer The Web Manager?

  1. 1. What does schema.orgoffer the web manager? Phil Barker JISC CETIS Heriot-Watt University phil.barker@hw.ac.uk @philbarker
  2. 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. 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. 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. 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. 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. 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. 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. 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. 10. …easier for people to find relevant information…
  11. 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. 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. 13. … on-page markup … Web page about me
  14. 14. … on-page markup … Information about me
  15. 15. … on-page markup … my name photo of me
  16. 16. … on-page markup … about my employer
  17. 17. … on-page markup … my employer’s address
  18. 18. … on-page markup … my web page URL
  19. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 32. <section itemscope itemtype="http://schema.org/Book"><header> <h1 itemprop="name">Principles of physics</h1></header>
  33. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 45. What is it about schema.org thatmakes it so different, so appealing?
  46. 46. <meta name=“keywords”...><meta name=“DC.title” content=“...”><link rel=“DCTERMS.subject” href=“....”>
  47. 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. 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. 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. 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. 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. 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. 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. 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. 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. 56. Google Semantic Search?? http://www.engadget.com/2012/05/09/google-semantic-search/
  57. 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. 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.
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