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The promise of structured data and blocks

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The web as we know it is a collection of poorly structured documents. We need to rely heavily on context to determine what’s on a page, whether it’s a job, a recipe, or another object. Structured data adds structure to web content and links objects. However, like any metadata, it adds abstraction and overhead that isn’t intuitive for end users. Blocks, as abstract units for organising and composing content, turn out to be an ideal UX in this regard. They give us a way to structure content and derive structured data from it. Let's add a web of objects on top of the web of documents, and unlock countless possibilities. Let’s look at the future!

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The promise of structured data and blocks

  1. 1. The promise of Structured data & blocks
  2. 2. @OmarReiss
  3. 3. “We think of a dictionary as the repository of all meaning, but it defines words only in terms of other words” -Tim Berners Lee, ForEveryone.net
  4. 4. Illustration taken from ForEveryone.net (documentary)
  5. 5. Intertextuality is the shaping of a text's meaning by another text
  6. 6. World Wide Web (1989)
  7. 7. Web 1.0 - Intertextuality
  8. 8. Web 2.0 - Interactivity
  9. 9. In order to make information interactive, we need to be able to identify it. We need some way to structure & formalize information.
  10. 10. Interaction on the web takes place through the transformation of data.
  11. 11. Where does the data live?
  12. 12. Structured data
  13. 13. Data vocabularies are the names we give to data structures.
  14. 14. Schema’s are blueprints that describe the shape / structure of a particular data vocabulary.
  15. 15. Schema.org is a taxonomy of all the things (on the web).
  16. 16. In fact, the most generic data vocabulary in Schema.org is thing.
  17. 17. <!-- John and Steve like an article. --> <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "LikeAction", "agent": { "@type": "Person", "name": "John" }, "object": { "@type": "ScholarlyArticle", "name": "We found out that P = NP!" }, "participant": { "@type": "Person", "name": "Steve" } } </script>
  18. 18. Web 3.0 - Interobjectivity
  19. 19. Giant Global Graph
  20. 20. { "@context":"https://schema.org", "@graph":[ { "@type":"Organization", "@id":"https://yoast.com/#organization" }, { "@type":"WebSite", "@id":"https://yoast.com/#website", "publisher":{ "@id":"https://yoast.com/#organization" }, } ] }
  21. 21. What if?
  22. 22. Web of things?
  23. 23. <script type="application/ld+json"> { "@context": "http://schema.org", "@type" : "Racing broom", "name" : "Nimbus 2000", "description" : "The Nimbus 2000 is a broom produced by the Nimbus Racing Broom Company as part of their successful line of racing brooms.", "image" : "nimbus.png", "color" : "Mahogany", "vehicleEngine" : { "@type": "EngineSpecification", "name" : "Straight twigs" } } </script>
  24. 24. Findability & open data
  25. 25. It’s “easy” to add structured data for the site and content types, but what about the things on a page?
  26. 26. "recipeIngredient": [ "1 14-ounce can of chickpeas" ,"2 cloves garlic" ,"¼ cup tahini sauce" ,"2 tablespoons lemon juice" ,"1 teaspoon cumin" ,"½ teaspoon red pepper flakes" ,"½ teaspoon salt" ,"½ teaspoon black pepper" ,"2 tablespoons extra virgin olive oil" ,"2-4 tablespoons water" ,"Parsley, chopped, to serve" ],
  27. 27. "recipeIngredient": [ "1 14-ounce can of chickpeas" ,"2 cloves garlic" ,"¼ cup tahini sauce" ,"2 tablespoons lemon juice" ,"1 teaspoon cumin" ,"½ teaspoon red pepper flakes" ,"½ teaspoon salt" ,"½ teaspoon black pepper" ,"2 tablespoons extra virgin olive oil" ,"2-4 tablespoons water" ,"Parsley, chopped, to serve" ],
  28. 28. Blocks allow us to encapsulate things on a webpage. They provide WYSIWYG for things
  29. 29. Back to you!
  30. 30. Thank you!

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