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TFF2016, Elias Kärle, Schema.org im Tourismus

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Elias Kärle von STI Innsbruck

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TFF2016, Elias Kärle, Schema.org im Tourismus

  1. 1. Schema.org im Tourismus mit Semantischen Technologien zu mehr Sichtbarkeit und Umsatz im World Wide Web 2016 1 @eliaska #tourismfastforward Elias Kärle STI Innsbruck
  2. 2. Inhalt 1. „Das unsichtbare Hotel“ 2. Schema.org 3. Strategie 2016 2
  3. 3. 1. „Das unsichtbare Hotel“ Der Reisende: Google Suche: „Hotel Innsbruck“ Keine Ergebnisse aus dem „Web“ Booking.com HRS Google Business 2016 3
  4. 4. 1. „Das unsichtbare Hotel“ 2016 4 Google Suche: „Hotel Innsbruck“ Eigennamen Tripadvisor booking.com trivago OTA dominieren Suche Hotelwebseiten verschwinden
  5. 5. 1. „Das unsichtbare Hotel“ 5 Der Vermieter: 2016 5
  6. 6. 1. „Das unsichtbare Hotel“ 6 Der Vermieter: 62016
  7. 7. 1. „Das unsichtbare Hotel“ 7 Zweifrontenkrieg: 1. „Google eats the Web“ [1] 2. Booking.com & Co.  „das unsichtbare Hotel“ [1] http://searchengineland.com/google-revamps-travel-search-queries-almost-making-web-results-irrelevant-241784 2016 7
  8. 8. 1. „Das unsichtbare Hotel“ Was tun dagegen? Sichtbarkeit? Buchbarkeit?  Annotation mit schema.org 2016 8
  9. 9. 2. schema.org Was ist schema.org? • Sammlung von Begriffen und Eigenschaften • Zur Beschreibung von Dingen im World Wide Web • (Unsichtbare) Integration in die Webseite • Inhalt der Webseite kann von (Such-) Maschinen interpretiert und verstanden werden – danke Annotationen 2016 9
  10. 10. 2. schema.org Erfunden, empfohlen und betreut von den „Big 4“: 2016 10 http://www.schema.org/ Eingebettet in HTML: • Microdata • RDFa • JSON-LD
  11. 11. 2. schema.org 2016 11 keine Backend Integrationen Schema.org Annotationen Schema.org/Events Knowledge Graph
  12. 12. 2. schema.org 2016 12 Bildreferenzen: https://d.ibtimes.co.uk/en/full/1481562/apples-siri-can-beatbox.jpg https://www.smartlounge.eu/wp-content/uploads/2015/08/cortana.png http://c.mobilegeeks.de/wp-content/uploads/2012/12/google-now-google-search-jelly-bean.jpg Sprachassistenten
  13. 13. 2. schema.org Rich Snippets Und vieles mehr… Chatbots Micromoments … 2016 13 Rezepte Produkte Hotels
  14. 14. 3. Strategie Leitfaden Software ErweiterungADB 2016 14 4 Phasen:
  15. 15. 3. Strategie Leitfaden • Handbuch zur Verwendung von schema.org • In Kooperation mit – BMWFW – ÖHV – TU Wien • Zielgruppe – Hotels und andere Beherbergungsbetriebe – Web- und Werbeagenturen • Erklärung, Beispiele, Verwendung von schema.org 2016 15
  16. 16. 3. Strategie Schema.org Generator • Software zur Erzeugung von schema.org • Einfaches Webinterface • Gratis & Open Source Schema.org Checker • Software zur Überprüfung von existierendem Markup • Syntaktische und Semantische Überprüfung • Verbesserungs- vorschläge: – „Dies ist keine gültige Emailadresse!“ – „Die eingegebene Adresse kann nicht verifiziert werden, bitte überprüfen!“ 2016 16
  17. 17. 3. Strategie Erweiterung von schema.org/Hotel Bisher: Beschreibung von Hotel Stammdaten Neu: Beschreibung von: • Zimmern und Zimmertypen • Ausstattung des Hotel • Zusatzfeatures • 13 neue Begriffe • 18 neue Eigenschaften  Version 3.0 von schema.org 2016 17
  18. 18. 3. Strategie „Automatic Direct Booking“ • Keine Backend Integration mehr • Kein Wucher bei Kommissionen • Dezentralisierte Zimmersuche 2016 18 sdo = schema.org (Schema Dot Org) Buchung durch: Gast Sprachassistenten Chatbot … Booking Agent: Open Source Für TVB, Region, Land, ÖHV, Booking Engine: Bestehende Firmen können Schnittstelle zur Verfügung stellen

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