iCities - 4th Italian Conference on ICT for Smart Cities And Communities. A presentation on how structured data can be used in travel and tourism

1. From a Web of Documents to a
Web of Things and Places
19-21 September, 2018 | L’Aquila, Italy

2. Sante: @sjachille
• Worked for the aerospace industry and ESA where he discovered
the WWW (’94)
• Returned to L’Aquila where he has been based since then and
works in the private sector on Website Development and
Optimisation
• Has a focus on Structured Data and Semantic Web
• Speaks regularly at International Events & Conferences
• Is Chairman of SMXL (Milan)
• Sits on the Board of Engineers (Ordine Ingegneri) of L’Aquila

3. Today’s Topics
• The Need for a “SMART” Web Infrastructure
• Problem(s)
• Solution
• Benefits
• Implementation(s)

4. s contextual definitions which minimize ambiguit

5. Ambiguity
Things which can be interpreted in more than one way
Uncertainty
Reactions to ambiguity trigger doubt or confusion and may
favour inaccurate conclusions or decisions

7. “Guida”
Word used in a travel & tourism website: the meaning
of this word in that context was Travel Guide
“Giuda”
Judas Iscariot, disciple and one of the original Twelve Apostles of Jesus Christ.
According to all four canonical gospels, Judas betrayed Jesus to the Sanhedrin in
the Garden of Gethsemane
Word used in a travel & tourism website: the meaning
of this word in that context was The betrayal of Christ

8. Structured Data
Providing Unambiguous Signals
The Solution…

9. Structured Data is based on
concept that Anyone can say
Anything about Any Topic

10. Contributions by someone
should be unambiguously
understood by anyone

11. Benefits
Less Traffic & Better Quality…

12. Before SEO
After SEO
N° Queries in Google Search Console
After Structured Data
Implementation
&
Entity Identification

13. Type
Properties
Properties
Properties
Properties
Properties
Properties

16. https://search.google.com/structured-data/testing-tool
https://search.google.com/structured-data/testing-tool

17. “Creation of Hyper Local Wikis to map the territory”
“Creation of Local extensions of schema.org for Tourism”
“Investment in Public & Private Website Optimisation ”
“Creation of Web-Based Networks for Tourism”
Implementation(s)

18. Thank You :)
ing. Sante J. Achille
Search Marketing Consultant
- sante@achille.name
- https://achille.name/
- @sjachille
- Biography & CV
Made in AQ
With Love