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Overview
• May 2009, Google announced that they would be parsing the hCard,
hReview, and hProduct microformats and using them to populate
search result pages
• These Rich Snippets give users convenient summary information about
their search results at a glance
– Structured data from pages showed in Google's search results
– Enabled by embedding microformats and RDFa
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Development
• Support of multiple information types
– Reviews
– People profiles
– Products
– Business listings
– Recipes
– Events
• Mark up
– Microdata
– Microformats
– RDFa
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Schema.org
• June 2011, Introduction of schema.org (Google, Bing, Yahoo) as
preferred way of annotation
– Using microdata (is a balance between the extensibility of RDFa and the simplicity of
microformats) markup format and a vocabulary that is shared by all search engines
– Covers broad range of domains
– Old (RDFa, Microformats) markups still work
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GoodRelations and schema.org
• GoodRelations
– Powerful Web vocabulary specifically designed for e-commerce scenarios, covering
business, store, product, offer, warranty, payment, delivery, and other information
• For e-commerce scenarios, both schema.org and GoodRelations can
be used
• Combination of both maximize impact for the visibility in search engines
– Use GoodRelations to extend schema.org markup in Microdata syntax
– Use schema.org types to extend GoodRelations
markup in RDFa syntax
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Conclusions
• Why annotate your website?
– SEO
– Visibility
– Data integration possibilities for the future
– Make a website understandable for humans as well as computers
• Microdata annotation using schema.org vocabulary very interesting
especially for businesses
• Not all fields form schema.org influence the search results
• Not clear yet if schema.org will be successful
• Criticism around the fact that microdata is the only supported format
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