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hReview & the Semantic Web:the New Meta Keywords            Doug Thomas    Internet Marketing Associate @           Search...
Traditional                                                         HTML                                                  ...
Semantic Web Cross-Section               HTML4                                        XML/HTML5                based      ...
Popularity  http://www.google.com/insights/search/#q=hcard%2Chreview%2Copen%20graph%2Cxfn%2Cschema.org&cmpt=q             ...
hReview• Extension of classes & IDs• Based on hCard• Ratings and written reviews                                          ...
Tags in Three Parts:hCard<div id="hcard-{identifier}" class="vcard">   <span class="fn {n|org}">{Name of Business}</span> ...
Tags in Three Parts:hReview Aggregate   <div class="hreview-aggregate">  <span class="item fn vcard">     <span class="val...
Tags in Three Parts:Single hReview   <div class="hreview">  <span class="item fn">     <span class="value-title" title="{N...
Smart hReview     What could be better?                                                           9        Search Influence...
Best Practices       Make sure NAP is consistent       Link to what’s referenced       Use shorthand & permalinks         ...
Best Practices       Use appropriate parts       Use “value-title” to hide       Use hCard for Who’s                      ...
That’s cool... I guess.WHY?                                                             12          Search Influence, LLC ©...
hCard “In the Wild”2007:                                                           13        Search Influence, LLC © Propri...
hReview “In the Wild”Today’s SERPs:Google Places:                                                                    14   ...
Other Microformats• rel=nofollow• rel=author•   hproduct•   hfeed•   hcalendar•   hrecipe                                 ...
More Semantic Markup:                     XFN               Schema        Open Graph                                      ...
XFN• <a href=“link!” rel=“XFN relationship”>  – rel=me  – rel=colleague  – rel=bookmark                                   ...
Schema• itemtype  – Tells what kind of Schema• itemscope  – Turns on Schema• itemprop  – specific parts of schema          ...
Schema “In the Wild”                                                           19        Search Influence, LLC © Proprietar...
What is Spam?• Any kind of self-reporting?• Moderating Feedback?• Marking up reviews as votes?                            ...
Being Semantic• Get UGC to directly get content for  reviews• Find flat content that could be semantic                 –   ...
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hReview & the Semantic Web: the New Meta Keywords

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Search Influence's Lunch and Learn series brings you and your team up to date on methods, processes, and best practices of the hReview Microformat, a widespread and easy-to-implement Semantic Web solution.

Visit our blog today for more strategies, practices, and news in Internet Marketing.

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  • Transcript of "hReview & the Semantic Web: the New Meta Keywords"

    1. 1. hReview & the Semantic Web:the New Meta Keywords Doug Thomas Internet Marketing Associate @ Search Influence, LLC © Proprietary & Confidential
    2. 2. Traditional HTML Semantic Web from 1989 WWW proposal 2Search Influence, LLC © Proprietary & Confidential
    3. 3. Semantic Web Cross-Section HTML4 XML/HTML5 based based MicroformatsMeta Schema (2011) (2006) Music, Reviews, RecipesData hReview, hCard based on HTML5 microdata hProduct, hFeedSocial Open Graph (2010) Link XFN (2003) Connects with Facebook rel= on links and anchorsGraph Description, Titles, Images 3 Search Influence, LLC © Proprietary & Confidential
    4. 4. Popularity http://www.google.com/insights/search/#q=hcard%2Chreview%2Copen%20graph%2Cxfn%2Cschema.org&cmpt=q 4 Search Influence, LLC © Proprietary & Confidential
    5. 5. hReview• Extension of classes & IDs• Based on hCard• Ratings and written reviews 5 Search Influence, LLC © Proprietary & Confidential
    6. 6. Tags in Three Parts:hCard<div id="hcard-{identifier}" class="vcard"> <span class="fn {n|org}">{Name of Business}</span> <span class="adr"> <span class="street-address">{Address}</span> <span class="locality">{City}</span> <span class="region">{State}</span> <span class="postal-code">{Zip}</span> </span> <span class="tel">{Telephone}</span></div> 6 Search Influence, LLC © Proprietary & Confidential
    7. 7. Tags in Three Parts:hReview Aggregate <div class="hreview-aggregate"> <span class="item fn vcard"> <span class="value-title" title="{Name}"></span> </span> <span class="rating"> <span class="average"> <span class="value-title" title="{#}"></span> </span> <span class="best"> <span class="value-title" title="{#}"></span> </span> <span class="count"> <span class="value-title" title="{#}"> </span> </span> </span></div> 7 Search Influence, LLC © Proprietary & Confidential
    8. 8. Tags in Three Parts:Single hReview <div class="hreview"> <span class="item fn"> <span class="value-title" title="{Name}"></span> </span> <span class="summary"> <span class="value-title" title="{Text}"></span> </span> <span class="description">{Review Text}</span> <span class="reviewer">{Reviewer Name}</span> <span class="rating"> <span class="value-title" title="{#}"></span> </span></div> 8 Search Influence, LLC © Proprietary & Confidential
    9. 9. Smart hReview What could be better? 9 Search Influence, LLC © Proprietary & Confidential
    10. 10. Best Practices Make sure NAP is consistent Link to what’s referenced Use shorthand & permalinks 10 Search Influence, LLC © Proprietary & Confidential
    11. 11. Best Practices Use appropriate parts Use “value-title” to hide Use hCard for Who’s 11 Search Influence, LLC © Proprietary & Confidential
    12. 12. That’s cool... I guess.WHY? 12 Search Influence, LLC © Proprietary & Confidential
    13. 13. hCard “In the Wild”2007: 13 Search Influence, LLC © Proprietary & Confidential
    14. 14. hReview “In the Wild”Today’s SERPs:Google Places: 14 Search Influence, LLC © Proprietary & Confidential
    15. 15. Other Microformats• rel=nofollow• rel=author• hproduct• hfeed• hcalendar• hrecipe 15 Search Influence, LLC © Proprietary & Confidential
    16. 16. More Semantic Markup: XFN Schema Open Graph 16 Search Influence, LLC © Proprietary & Confidential
    17. 17. XFN• <a href=“link!” rel=“XFN relationship”> – rel=me – rel=colleague – rel=bookmark 17 Search Influence, LLC © Proprietary & Confidential
    18. 18. Schema• itemtype – Tells what kind of Schema• itemscope – Turns on Schema• itemprop – specific parts of schema 18 Search Influence, LLC © Proprietary & Confidential
    19. 19. Schema “In the Wild” 19 Search Influence, LLC © Proprietary & Confidential
    20. 20. What is Spam?• Any kind of self-reporting?• Moderating Feedback?• Marking up reviews as votes? 20 Search Influence, LLC © Proprietary & Confidential
    21. 21. Being Semantic• Get UGC to directly get content for reviews• Find flat content that could be semantic – Addresses – Events – Content – Products – People – Places – Profiles 21 Search Influence, LLC © Proprietary & Confidential
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