Best Buy's Schema Journey: Then and Now By Jay Myers

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SMX Advanced 2014 Session #SMX #13A - Super Session: Enhancing Search Results With Structured Data & Markup - BestBuy's Schema Journey - Then And Now By Jay Myers @Jaymyers Of Bestbuy.com

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Best Buy's Schema Journey: Then and Now By Jay Myers

  1. 1. Best  Buy’s  schema.org  Journey:   Then  and  Now          Jay  Myers  |  @jaymyers   Journey  stop  sign  cc-­‐by  Joseph  Novak    
  2. 2. Original  Web        Every  store  has  valuable  data  that  should          be  exposed    
  3. 3.    Experimental  rich  markup  site  outranked      main  site  
  4. 4.    “Shop  URLs”  serve  as  rich  data  experiences          for  both  humans  and  machines  
  5. 5. IniNal  Effort   •  Publish  data  that  has  valuable  meaning  beyond   keywords   •  “Clean”  and  “Cool”  URLS   •  Syntax:  RDFa  –  Resource  Descrip:on  Framework  in   A>ributes   •  Ontologies   –  GoodRelaNons  –  The  Web  Vocabulary  for  Ecommerce   –  FOAF  –  Friend  of    a  Friend   –  GEO  –  Basic  methods  for  represenNng  spaNally-­‐located   things  
  6. 6.    Now:  Best  Buy  properNes  use  Microdata  and        schema.org      
  7. 7.      AddiNonal  data  elements  drive  customer          engagement  
  8. 8.      AddiNonal  data  elements  drive  customer          engagement  
  9. 9.      AddiNonal  data  elements  drive  customer          engagement  
  10. 10.      AddiNonal  data  elements  drive  customer          engagement  
  11. 11. Future  DirecNon   Gmail  AcNons  in  the  inbox  
  12. 12. Future  DirecNon   Gmail  AcNons  in  the  inbox       <script  type="applicaNon/ld+json">   {      "@context":  "h`p://schema.org",      "@type":  "Order",      "merchant":  {              "@type":  "OrganizaNon",              "name":  "bestbuy.com"      },    "orderNumber":  "1234567890",      "priceCurrency":  "USD",      "price":  "29.99",      "acceptedOffer":  {          "@type":  "Offer",          "itemOffered":  {              "@type":  "Product",              "name":  "Vinotemp  -­‐  Epicureanist  3-­‐in-­‐1  Wine  Bo`le  Stopper"          },          "price":  “19.99",          "priceCurrency":  "USD",          "eligibleQuanNty":  {              "@type":  "QuanNtaNveValue",              "value":  "1"          }      },   "url":  "h`ps://www.bestbuy.com/orderconf/?orderID=1234567890"   }   </script>        
  13. 13. Future  DirecNon   •  Pilot  to  improve  visibility  of  product   informaNon  on  the  web   GS1  GTIN  IniNaNve       <span  itemprop=”gNn13”>0887276965147</span>         h`p://semanNcweb.com/gs1-­‐explores-­‐systems-­‐standards-­‐will-­‐fit-­‐semanNc-­‐web_b41164  
  14. 14. Future  DirecNon   Feeding  knowledge  
  15. 15. Future  DirecNon   Feeding  knowledge  
  16. 16. Future  DirecNon   Feeding  knowledge  
  17. 17. Future  DirecNon   Feeding  knowledge  
  18. 18. Thank  You!  

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