Semantic web

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International Search Summit in London , Oct-2010

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Semantic web

  1. 1. The
Seman)c
Web
and
its
Impact
 on
Interna)onal
Websites
 Prof.
Dr.
Mar)n
Hepp
 mhepp@computer.org
 h?p://www.heppresearch.com/

  2. 2. About
me
 2
h?p://www.heppresearch.com/

  3. 3. What’s
SEO,
Really?
 3
h?p://www.heppresearch.com/

  4. 4. 1.
Being
visible
for
poten)al
buyers
 4
h?p://www.heppresearch.com/

  5. 5. 2.
Ar)cula)ng
the
value
proposi2on
 But:
ONen
fla?ened
to
just
the
price
tag…
 5
h?p://www.heppresearch.com/

  6. 6. 3.
For
a
large
number
of
items
 Example
 Number
of
Products
 BestBuy
 >
400
k
 Amazon
 >
4
Mio.
 Typical
small
shops
 1
…
10
k
items
 6
h?p://www.heppresearch.com/

  7. 7. Key
Driver
of
Search
Costs
 Specificity
 „How
much
you
loose
when
you
can‘t
use
a
 good
for
what
it
was
designed.“
 7
h?p://www.heppresearch.com/

  8. 8. Growth
in
Specificity
 1920:
5168
Types
of
Goods
 8
h?p://www.heppresearch.com/

  9. 9. Examples
 9
h?p://www.heppresearch.com/

  10. 10. Examples
 10
h?p://www.heppresearch.com/

  11. 11. Examples
 11
h?p://www.heppresearch.com/

  12. 12. What’s
the
Problem?
 12
h?p://www.heppresearch.com/

  13. 13. The
WWW:
A
Giant
Data
Shredder
 Source:

 Structured
Data
 Recipient:

 Unstructured
Text
 13
h?p://www.heppresearch.com/

  14. 14. Loss
of
Variety
and
Detail
 Many
Different

 Products
 Variety
in
 Preferences
 Manufacturers
&
Retailers
 Consumers
 Web
Search
 14
h?p://www.heppresearch.com/

  15. 15. Overly
Price
Compe))on

 Only
1
–
2
Product
Models
Considered
 Comparison
Shopping
on
the
Small
Subset
 15
h?p://www.heppresearch.com/

  16. 16. What’s
Seman&c
SEO?
 16
h?p://www.heppresearch.com/

  17. 17. Seman)c
SEO
 Using
product
master
data
to
ar2culate
 your
value
proposi2on
over
the
Web

 17
h?p://www.heppresearch.com/

  18. 18. Principle:
Small
Data
Packets
Inside
Your
Page
 18
h?p://www.heppresearch.com/

  19. 19. GoodRela)ons
&
RDFa
 19
h?p://www.heppresearch.com/

  20. 20. GoodRela)ons
Scope
 Prices
Stores
 Features
 20
h?p://www.heppresearch.com/

  21. 21. Seman)c
SEO:
Immediate
Effects
 •  Improved
Yahoo
Rendering
 •  Google
Price
Info
 •  Ranking
/
Informa)on
Entropy
 21
h?p://www.heppresearch.com/

  22. 22. Seman)c
SEO:
Near‐term
Effects
 •  Linking
Datasheets
&
Offers
 •  Linking
Offers
&
Loca)on
Info
 •  Seman)c
Affiliate
Marke)ng
 22
h?p://www.heppresearch.com/

  23. 23. Reference
Users
 •  Yahoo
 • BestBuy
 •  Overstock.com
 •  A
major
automa)ve
company
 •  >10,000
smaller
businesses
world‐wide
 23
h?p://www.heppresearch.com/

  24. 24. Page
Size
and
Loading
Time:
No
Problem
 Main
Page
(KB)
 Product
Item
Page
(KB)
 HTML
 Total
 HTML
 Total
 BestBuy
 102
 815
 236
 1536
 Amazon
 187
 736
 286
 712
 eBay
 54
 445
 75
 849
 Mean
 114
 665
 199
 1032
 Main
Page
 Product
Item
Page
 HTML
 Total
 HTML
 Total
 Minimal
 1,40%
 0,24%
 1,31%
 0,25%
 Full
 2,19%
 0,38%
 3,22%
 0,62%
 With
Features
 n/a
 n/a
 6,03%
 1,16%
 Regular

 Pages
 Increase

 by
GoodRela)ons

 in
RDFa
 24
h?p://www.heppresearch.com/

  25. 25. Prof.
Dr.
Mar)n
Hepp
 Hepp
Research
GmbH
 mhepp@computer.org
 Thank
you!
 25
h?p://www.heppresearch.com/

  26. 26. Prof.
Dr.
Mar2n
Hepp
 Hepp
Research
GmbH
 Karlstraße
8
 D‐88212
Ravensburg
 Germany
 Phone
+49
751
205
8512
 Fax
+49
3212
1020296
 Web






h?p://www.heppresearch.com/
 eMail




contact@heppresearch.com
 Twi_er

@heppresearch
 Skype




heppresearch
 CEO,
Head
of
Research
 26
h?p://www.heppresearch.com/


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