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Semantic web & structured data - #BrightonSEO

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At this moment, knowledge of structured data and usage is growing more and more. Most marketers now Structured data from rich snippets, but how about the usage of data by the Knowlegde graph.

New ontologies and markup languages are being developed at a high rate. Most SEOs will not be familiar with JSON-LD yet, but this way of marking up data creates completely new opportunities and will make it more easy to work with structured data for the average online marketer. I will take the attendants into a journey starting at the first use of rel=”friend” to the current possibilities and will shine some light on future developments in regards to search technology.

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Semantic web & structured data - #BrightonSEO

  1. 1. THE SEMANTIC WEB & STRUCTURED DATA A Journey Into the Unknown Jan-Willem Bobbink -@jbobbink http://bit.ly/brightonsemantic NOTPROVIDED.EU
  2. 2. •Picture of somebodywithdienbladI GAVETHIS INFO TO GOOGLE!
  3. 3. FREEBASE: ADD A PERSONAL PAGE
  4. 4. GOOGLE ACQUIRED FREEBASEIN 2010
  5. 5. REASON: IT’S ALREADY ANNOTATED!
  6. 6. ONE PROBLEMFOR GOOGLE
  7. 7. THE NEXT STEP: KNOWLEGDE VAULT
  8. 8. WHY IS THIS “THE NEXT THING”?
  9. 9. DISTRIBUTION OF WEB SEARCH QUERIES [Lin et al. 2011]
  10. 10. A BIT OF HISTORY
  11. 11. W3C SEMANTIC WEB ACTIVITY “TheSemantic Webis a collaborative movement led by international standards body theWorld Wide Web Consortium(W3C). The standard promotes common data formats on theWorld Wide Web”
  12. 12. THE SEMANTIC WEB Tim Berners-Lee: “The Semantic Webprovides a common frameworkthat allows data to be shared and reused across application, enterprise, and community boundaries” GOAL: REDEFINE THE WEB
  13. 13. WHAT DO YOU NEEDFOR A SEMANTIC WEB? 1.Data 2.Mark up language 3.URLsto share the dataIT’S NOT THAT DIFFICULT!
  14. 14. CONCEPTS & ENTITIES
  15. 15. FREEBASE = 1 KNOWLEDGE GRAPH
  16. 16. AUTOMATED ENTITY RETRIEVAL
  17. 17. AUTOMATED ENTITY LINKING
  18. 18. “KelvinNewman organisesBrightonSEO”
  19. 19. KelvinNewman organisesBrightonSEO
  20. 20. KelvinNewman
  21. 21. People organiseConferences
  22. 22. Conference = BrightonSEO
  23. 23. INFORMATION VERIFICATION
  24. 24. USE A SEARCH ENGINE
  25. 25. ASK PEOPLE!
  26. 26. USE ANCHORTEXTS
  27. 27. HOW DOES GOOGLE DECIDE ABOUT THE SOURCE? Source: BillSlawskihttp://www.seobythesea.com/2013/05/google-knowledge-graph-results/
  28. 28. MICROFORMATS –RDFa–MICRODATA –JSON-LD
  29. 29. WHAT IS THE OUTCOME?
  30. 30. DBpedia
  31. 31. GeoNames
  32. 32. Eagle-i
  33. 33. Fishbase
  34. 34. •Accessiblevia API •Data is free touse •Sharingdata = linkbuilding •Enrichyourcontent & appsENRICHYOUR MARKETING! ADDITIONAL CONTENT
  35. 35. INSERT DIRECTLY INTO WEBPAGES
  36. 36. USE G’s FreeBaseAPI
  37. 37. FILL FREEBASEWITH INFO
  38. 38. THE PRACTICAL SEMANTIC WEB
  39. 39. INCREASED CONVERSION 5-11x JAY MYERS –BEST BUY
  40. 40. BBCWILDLIFE FINDER
  41. 41. •Extract / infer new relationships: Disease <-> phenotypes <-> genotypes •Analyzed diagnoses across patients and publications •Measuring trust based on social metrics, expertise and past contributions. USEFULLNESS OF SKELETOMESUPPORT SCIENTIFIC RESEARCH
  42. 42. LINKED OPEN DRUG DATA MERGE KNOWLEDGE GRAPHS
  43. 43. •Createmore cases •Standardizationof markupformats •Developplatforms toeaseadoptionWAY TO GO! CHALLENGES OF THE SEMANTIC WEB
  44. 44. BEGINNER RESOURCES •G+ community: SemanticSearch marketing •30+ Semantic Web Introductions, References, Guides, and Tutorials http://bit.ly/30intros •A guide (PDF) to LinkedOpen Data: http://bit.ly/gtlod •Practical Semantic Web and Linked Data(PDF) http://bit.ly/gtlod2
  45. 45. ADVANCED RESOURCES •Follow the annualscientificevents: ISWC, KDD, WSDM, SIGIR, WWW, KEWSandmanymore -> download papers + workshops. •Follow papers: http://scholar.google.com/& patents (filter byauthors& topics) http://www.google.com/advanced_patent_search
  46. 46. http://bit.ly/brightonsemantic& @jbobbink QUESTIONS? Get your chance right now! Or find me at the bar tonight 
  47. 47. THANKS FOR THE IMAGES! •Books: http://consumingpsychology.blogspot.com/2012/06/psychology-of-colour- coke-red-and.html •Einstein quote: http://randumbuzz.com/tag/human-stupidity/ •Seeds: http://samedwardsblog.files.wordpress.com/2012/09/seeds.gif •History: http://blog.law.cornell.edu/voxpop/files/2010/02/radarnetworkstowardsawebos.jpg •Factory: http://www.rtcmagazine.com/files/images/3741/RTC1208_TD_Kont_Fig02_large.jpg •Knowlegdegraph: http://www.google.com/insidesearch/features/search/assets/img/static- graph.png

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