More Related Content Similar to SEO Meets Semantic Web - Saint Patrick's Day 2015-Meetup (6) SEO Meets Semantic Web - Saint Patrick's Day 2015-Meetup 1. ©2015 Eric Axel Franzon
SEO Meets Semantic Web
(Meets St. Patrick’s Day)
Welcome!
2. ©2015 Eric Axel Franzon
Eric Franzon
Managing Partner
Semantic Fuse
A Roadmap for SEO Today
and Tomorrow
SemanticWeb:
6. ©2015 Eric Axel Franzon
What we’ll discuss
• What is Semantic Web?
• Who’s using it?
• What makes it work?
7. ©2015 Eric Axel Franzon
What Is Semantic Web?
• A Web-scale architecture
• A metadata technology
• A layer of meaning on the Web
• In use TODAY!
8. ©2015 Eric Axel Franzon
What Is it Not?
• A software package
• Something that will ever
be “done”
• A replacement for the
current Web
9. ©2015 Eric Axel Franzon
What Is it Not?
• Limited to the public WWW
• A pipe dream
• A silver bullet
• HAL 9000 or Skynet
17. ©2015 Eric Axel Franzon
• Globally
• Inexpensively
• In Real-Time
(public)
World
Wide
Web
HTTP
HTML
Based on W3C Standards
18. ©2015 Eric Axel Franzon
• Globally
• Inexpensively
• In Real-Time
Behind the
Firewall
(public)
World
Wide
Web
HTTP
HTML
Based on W3C Standards
19. ©2015 Eric Axel Franzon
• Globally
• Inexpensively
• In Real-Time
Semantic
Web
RDF
SPARQL
OWL
Based on W3C Standards
20. ©2015 Eric Axel Franzon
• Globally
• Inexpensively
• In Real-Time
Behind the
Firewall
Semantic
Web
RDF
SPARQL
OWL
Based on W3C Standards
21. ©2015 Eric Axel Franzon
• to connect DATA
• to make information
interpretable by machines
Semantic Web Standards
are used…
24. ©2015 Eric Axel Franzon
Web 1.0
“I see: characters
+ formatting
+ images”
--my Computer
25. ©2015 Eric Axel Franzon
Web 1.0 – Linking Documents
Web 2.0 – Linking People
26. ©2015 Eric Axel Franzon
Web 2.0
“I see: characters
+ formatting
+ images”
--my Computer
27. ©2015 Eric Axel Franzon
It’s hard to interpret meaning
when all you see are characters,
images, and formatting.
Context is critical.
28. ©2015 Eric Axel Franzon
Web 1.0 – Linking Documents
Web 2.0 – Linking People
Web 3.0 – Linking Data
29. ©2015 Eric Axel Franzon
Web 3.0 – Linking Data
Title
Price
Format
Cover
Band
30. ©2015 Eric Axel Franzon
Web 3.0 – Linking Data
Title
Price
Format
Cover
Band
“I see: things
+ relationships.
This is about a
collection of
music.”
31. ©2015 Eric Axel Franzon
Q: What does “Linked Data” have
to do with Semantic Web?
32. ©2015 Eric Axel Franzon
A Quick word of disambiguation…
Semantic Web
- A vision for a web of data
Semantic Web Standards
- A specific set of standards
Linked Data
- One application area of those
standards
33. ©2015 Eric Axel Franzon
Semantic Web
Standards
Semantic
Web
Linked
Open
Data
34. ©2015 Eric Axel Franzon
Semantic Web
Standards
Semantic
Web
Linked
Open
Data
Linked
Data
39. ©2015 Eric Axel Franzon
Data from these trusted sources
is available for you
to use in your applications TODAY.
Data you can LINK to.
40. ©2015 Eric Axel Franzon
Semantic Data that is machine READABLE.
…and machine INTERPRETABLE!
42. ©2015 Eric Axel Franzon
• Healthcare / Life Sciences
• Financial Services
• Manufacturing / Retail
• Marketing, Advertising
• SEO/SEM
• Libraries
• Archives
• Museums
• Governments
Who’s Using Sem Web?
48. ©2015 Eric Axel Franzon
• Activities
• Businesses
• Groups
• Organizations
• People
• Places
• Products and Entertainment
• Websites
Used to Describe
50. ©2015 Eric Axel Franzon
What it looks like
<meta property='og:image' content="http://ia.media-
imdb.com/images/M/MV5BMjA0MDYyNzczN15BMl5BanBnXkFtZTYwNjMzNjM
z._V1_.jpg" />
<meta property='og:type' content="actor" />
<meta property='fb:app_id' content='115109575169727' />
<meta property='og:title' content="Peter O'Toole" />
<meta property='og:site_name' content='IMDb' />
<meta property="og:description" content="Peter O'Toole,
Actor: Lawrence of Arabia. A leading man of prodigious
talents, Peter O'Toole was raised in Leeds, England, the son
of Constance Jane Eliot (Ferguson), a Scottish nurse, and
Patrick Joseph O'Toole, an Irish bookie. As a boy, he decided
to become a journalist, beginning as a newspaper copy boy.
Although he succeeded in becoming a reporter, he discovered
the theater and made his stage debut at 17. He served as a
radioman in ..." />
52. ©2015 Eric Axel Franzon
What is schema.org?
“…A collection of schemas, i.e., html tags,
that webmasters can use to markup their
pages in ways recognized by major search
providers.”
61. ©2015 Eric Axel Franzon
Based on a sample of 12 billion web pages:
• ~5 million domains (6% of domains)
• 15 billion entities
• 65 billion triples
• 2.5 billion pages (~21% of pages)
-Reported in an August 2014 SemTechBiz Keynote
by R. V. Guha, Google Fellow
Schema.org Adoption
63. ©2015 Eric Axel Franzon
Growing Up
• ~ 100 categories at launch in 2011
• ~1200 by Sept. 2014
• Bibliographic Relationships & Periodicals
(Sept. 2, 2014)
• Music, Video Games, Sports, breadcrumbs,
itemList (Dec. 11, 2014)
• VisualArtwork, Invoices (Feb. 5, 2015)
• Fixes to documentation, examples, &
general bugs (ongoing)
64. ©2015 Eric Axel Franzon
Growing Pains
• Immature tools for
• Publishing
• Parsing
• Evaluating
• Lack of understanding/Misinformation
65. ©2015 Eric Axel Franzon
• Incorrect Signals being sent
• Global companies showing as local
• Old data
• Entities mismatched to concepts
Feeling the Pain
70. ©2015 Eric Axel Franzon
The Technologies of SemWeb
• Data
• Schemas
• Query Language
71. ©2015 Eric Axel Franzon
The Data Language
Resource
Description
Framework
72. ©2015 Eric Axel Franzon
“RDF is good for distributing data
across the Web and pretending
it’s in one place.”
-Dean Allemang,
Author, Semantic Web for the Working Ontologist
73. ©2015 Eric Axel Franzon
• to connect DATA
• to make it interpretable
by machines
RDF is used…
RDF is made up of triples!
74. ©2015 Eric Axel Franzon
1. By uniquely identifying THINGS
2. By uniquely identifying RELATIONSHIPS
3. By using TRIPLES
Machine Interpretable - How?
75. ©2015 Eric Axel Franzon
So, what’s a THING?
1. By uniquely identifying THINGS
76. ©2015 Eric Axel Franzon
A THING is anything that can be uniquely
identified by a URI or a literal (string)
Me
My postal code
The White House
L.A. County’s sales tax rate
http://ericaxel.com/eric.rdf#me
http://www.city-data.com/zips/59801.html
Lat: 38.89859 Long: -77.035971
9.750 %
http://ericfranzon.com/harpcase.jpg
77. ©2015 Eric Axel Franzon
This is a collection of THINGS:
t_people
Name City State Post code
Bill Carlsbad CA 92008
Eric Missoula MT 59801
78. ©2015 Eric Axel Franzon
Who’s your daddy?
1. By uniquely identifying THINGS
2. By uniquely identifying RELATIONSHIPS
81. ©2015 Eric Axel Franzon
<owl:ObjectProperty rdf:ID="isFather">
<rdfs:domain rdf:resource="#Person"/>
<rdfs:range rdf:resource="#Person"/>
</owl:ObjectProperty>
http://ericaxel.com/eric.rdf#me
ns:isFather
82. ©2015 Eric Axel Franzon
Is Father of
<owl:ObjectProperty rdf:ID="isFather">
<rdfs:domain rdf:resource="#Person"/>
<rdfs:range rdf:resource="#Person"/>
</owl:ObjectProperty>
http://ericaxel.com/eric.rdf#me
ns:isFather
83. ©2015 Eric Axel Franzon
<owl:ObjectProperty rdf:ID="isFather">
<rdfs:domain rdf:resource="#Person"/>
<rdfs:range rdf:resource="#Person"/>
</owl:ObjectProperty>
http://ericaxel.com/eric.rdf#me
ns:isFather
84. ©2015 Eric Axel Franzon
<owl:ObjectProperty rdf:ID="isFather">
<rdfs:domain rdf:resource="#Person"/>
<rdfs:range rdf:resource="#Person"/>
</owl:ObjectProperty>
ns:isFather
85. ©2015 Eric Axel Franzon
1. By uniquely identifying THINGS
2. By uniquely identifying RELATIONSHIPS
3. By using TRIPLES
What’s a triple?
87. ©2015 Eric Axel Franzon
Triples? It’s Elementary! (School)
song has title.
88. ©2015 Eric Axel Franzon
Triples? It’s Elementary! (School)
song has title.
Relationship
89. ©2015 Eric Axel Franzon
Predicate
Triples? It’s Elementary! (School)
song has title.
90. ©2015 Eric Axel Franzon
Triples? It’s Elementary! (School)
song has title.
That is a Triple!
91. ©2015 Eric Axel Franzon
“This band recorded a song.”
“This recording is part of a collection.”
“This item has a barcode.”
“I like blues.”
“I like B.L.U.E.S.”
“This image can be used non-commercially.”
“My email address is eric.franzon@gmail.com.”
Triples? It’s Elementary!
92. ©2015 Eric Axel Franzon
Song Has Title “Title”
Eric Created Webpage
Image
Has License CC Non-
Commercial
Make Assertions
Subjects
Objects
Predicates
93. ©2015 Eric Axel Franzon
Song
Author Title
PublisherLyrics
A Simple Graph
95. ©2015 Eric Axel Franzon
Visualization of graph from Pharma space
- Cytoscape.org
96. ©2015 Eric Axel Franzon
Where does one store triples?
In a “triple store”
97. ©2015 Eric Axel Franzon
Where does one store triples?
• Native Semantic Web stores
• RDBMS databases
• As native files (.rdf)
• Woven into documents (RDFa)
• Generated on the fly
98. ©2015 Eric Axel Franzon
Just so you know…
There are many ways of representing RDF:
• RDF/XML
• N3
• JSON-LD
• N-Triples
• Turtle
• RDFa
• Microdata
• Microformats
Each has pros and cons, but they all connect
THINGS and RELATIONSHIPS into TRIPLES
99. ©2015 Eric Axel Franzon
The Technologies of SemWeb
• Data
• Schemas
• Query Language
100. ©2015 Eric Axel Franzon
The Schemata
Linked Data schemas consist of:
Your RDF relationships (predicates)
+
Relationship descriptions
101. ©2015 Eric Axel Franzon
SemWeb Schemata
id First Name Last Name
1 Barbara Starr
Schema
Data
Initial Schema
hasID
hasFirstName hasLastName
Barbara Starr1
owl:sameAs
hasSurname
Relationship
description
102. ©2015 Eric Axel Franzon
Choosing Relationships
• Reuse popular vocabularies
–FOAF (Friend-of-a-friend)
–Dublin Core (library/publisher metadata)
–SIOC (Semantically-Interlinked Online
Communities)
–Schema.org
• ...or make up your own!
103. ©2015 Eric Axel Franzon
1. Resource Description Framework Schema
(RDFS): Simple, hierarchical classes
2. Simple Knowledge Organization System
(SKOS): Port taxonomies to the Semantic Web
3. Web Ontology Language (OWL): Complex
logical relationships
Relationship Descriptions
107. ©2015 Eric Axel Franzon
The Technologies of SemWeb
• Data
• Schemas
• Query Language
108. ©2015 Eric Axel Franzon
The query language
SPARQL
Protocol
And
RDF
Query
Language
SPARQL
109. ©2015 Eric Axel Franzon
SPARQL allows us to:
• Pull values from structured & semi-structured data
• Explore data by querying unknown relationships
• Perform complex joins of disparate databases in a
single, simple query
• Transform RDF data from one vocabulary
to another
--Lee Feigenbaum, Cambridge Semantics
115. ©2015 Eric Axel Franzon
<hasLicense>
<hasDepiction>
<likes>
<likes>
<likes>
Eric
116. ©2015 Eric Axel Franzon
Chicago, Illinois
On the shores
of Lake
Michigan,
Chicago is one
of the major…
<hasLicense>
<wrote>
<hasDepiction>
<likes>
<likes>
<likes>
Eric
Bob
117. ©2015 Eric Axel Franzon
Chicago, Illinois
On the shores
of Lake
Michigan,
Chicago is one
of the major…
<hasLicense>
<wrote>
<isAbout>
<hasDepiction>
<likes>
<likes>
<likes>
Eric
Bob
118. ©2015 Eric Axel Franzon
Chicago, Illinois
On the shores
of Lake
Michigan,
Chicago is one
of the major…
<hasLicense>
<wrote>
<isAbout>
<livedIn>
<hasDepiction>
<likes>
<likes>
<likes>
Eric
Bob
119. ©2015 Eric Axel Franzon
Chicago, Illinois
On the shores
of Lake
Michigan,
Chicago is one
of the major…
<hasLicense>
<hasLicense> <wrote>
<isAbout>
<livedIn>
<hasDepiction>
<likes>
<likes>
<likes>
Eric
Bob
121. ©2015 Eric Axel Franzon
Chicago, Illinois
On the shores
of Lake
Michigan,
Chicago is one
of the major…
<hasLicense>
<hasLicense> <wrote>
<isAbout>
<livedIn>
<hasDepiction>
<likes>
<likes>
<likes>
Bob
Eric
122. ©2015 Eric Axel Franzon
Chicago, Illinois
On the shores
of Lake
Michigan,
Chicago is one
of the major…
<hasLicense>
<hasLicense> <wrote>
<isAbout>
<livedIn>
<hasDepiction>
<likes>
<likes>
<likes>
What does Eric Like?
Bob
Eric
123. ©2015 Eric Axel Franzon
Chicago, Illinois
On the shores
of Lake
Michigan,
Chicago is one
of the major…
<hasLicense>
<hasLicense> <wrote>
<isAbout>
<livedIn>
<hasDepiction>
<likes>
<likes>
<likes>
What has a Creative Commons License?
Bob
Eric
124. ©2015 Eric Axel Franzon
Chicago, Illinois
On the shores
of Lake
Michigan,
Chicago is one
of the major…
<hasLicense>
<hasLicense> <wrote>
<isAbout>
<livedIn>
<hasDepiction>
<likes>
<likes>
<likes>
What license does THIS document have?
Bob
Eric
125. ©2015 Eric Axel Franzon
Chicago, Illinois
On the shores
of Lake
Michigan,
Chicago is one
of the major…
<hasLicense>
<hasLicense> <wrote>
<isAbout>
<livedIn>
<hasDepiction>
<likes>
<likes>
<likes>
What is liked by anyone who has lived somewhere
that is the subject of a document Bob has written?
Bob
Eric
127. ©2015 Eric Axel Franzon
SPARQL Example #1
(specific endpoint – dbPedia)
Artists/Albums produced by Pharrell
PREFIX d: <http://dbpedia.org/ontology/>
SELECT ?artistName ?albumName
WHERE {
?album d:producer :Pharrell_Williams .
?album d:musicalArtist ?artist .
?album rdfs:label ?albumName .
?artist rdfs:label ?artistName .
FILTER ( lang(?artistName) = "en" )
FILTER (lang(?albumName) = "en" )
}
131. ©2015 Eric Axel Franzon
SPARQL Example #2
(specific endpoint – dbPedia)
Musical artists who were born in
or have a hometown in Ireland
and the acts they performed with.
132. ©2015 Eric Axel Franzon
SPARQL Example #2
(specific endpoint – dbPedia)
PREFIX dbo: <http://dbpedia.org/ontology/>
SELECT DISTINCT ?name ?person ?artist WHERE {
?person foaf:name ?name .
?person rdf:type <http://dbpedia.org/ontology/MusicalArtist> .
?person <http://dbpedia.org/ontology/associatedMusicalArtist>
?artist .
{
?person dbo:hometown
<http://dbpedia.org/resource/Republic_of_Ireland> .
}
UNION
{
?person dbo:birthPlace
<http://dbpedia.org/resource/Republic_of_Ireland> .
}
}
ORDER BY ?name
134. ©2015 Eric Axel Franzon
SPARQL Example #2
A major retailer ran this query…
associated it with the catalog of albums it sells…
and delivered a set of recommended purchases
for St. Patrick’s Day!
138. ©2015 Eric Axel Franzon
SPARQL Query #3
• Show me all landlocked countries
• With populations > 50,000
• Display the country names in English
• Eliminate duplicates
139. ©2015 Eric Axel Franzon
SPARQL Query #3
• Show me all landlocked countries
• With populations > 50,000
• Display the country names in English
• Eliminate duplicates
PREFIX type: <http://dbpedia.org/class/yago/>
PREFIX prop: <http://dbpedia.org/property/>
SELECT ?country_name ?population
WHERE {
?country a type:LandlockedCountries ;
rdfs:label ?country_name ;
prop:populationEstimate ?population .
FILTER (?population > 15000000 &&
langMatches(lang(?country_name), "EN")) .
} ORDER BY DESC(?population)
141. ©2015 Eric Axel Franzon
SPARQL Query #3
• Show me all landlocked countries
• With populations > 50,000
• Display the country names in English
• Eliminate duplicates
PREFIX type: <http://dbpedia.org/class/yago/>
PREFIX prop: <http://dbpedia.org/property/>
SELECT ?country_name ?population
WHERE {
?country a type:LandlockedCountries ;
rdfs:label ?country_name ;
prop:populationEstimate ?population .
FILTER (?population > 15000000 &&
langMatches(lang(?country_name), "RU")) .
} ORDER BY DESC(?population)
143. ©2015 Eric Axel Franzon
• 8 KB text file with the .rdf extension
• Hosted on my website
• Information on me, my interests, and
people I know
My FOAF Profile
144. ©2015 Eric Axel Franzon
SPARQL Example #4
(generic endpoint)
FOAF (some people that Eric Franzon knows)
PREFIX foaf: <http://xmlns.com/foaf/0.1/>
SELECT ?name
FROM <http://ericaxel.com/eric.rdf>
WHERE {
?knower foaf:knows ?known .
?known foaf:name ?name .
}
148. ©2015 Eric Axel Franzon
SPARQL Example #5
Querying two FOAF Profiles
PREFIX foaf: <http://xmlns.com/foaf/0.1/>
PREFIX rdf: <http://www.w3.org/1999/02/22-rdf-syntax-ns#>
SELECT ?name
FROM <http://ericaxel.com/eric.rdf>
FROM <http://bosatsu.net/foaf/brian.rdf>
WHERE {
?x rdf:type foaf:Person .
?x foaf:name ?name .
}
151. ©2015 Eric Axel Franzon
Another Benefit of querying
Linked Data…
Data link to other data!
SPARQL Example #6
152. ©2015 Eric Axel Franzon
1. Find these pieces of information:
• Episode number
• Airdate
• Guest star
• Chalkboard gag
• Couch gag
2. Order them by Episode number
SPARQL Example #6
153. ©2015 Eric Axel Franzon
SPARQL Example #6
Bart Simpson's Linked Data (DBPedia)
SELECT ?epnum ?airdate ?guest_star ?chalkboard_gag
?couch_gag WHERE {
?s dbpedia2:airdate ?airdate .
?s dbpedia2:blackboard ?chalkboard_gag .
?s dbpedia2:guestStar ?guest_star .
?s dbpedia2:episodeNo ?epnum .
?s dbpedia2:couchGag ?couch_gag .
} order by ?epnum
160. ©2015 Eric Axel Franzon
Questions?
Operators are standing by.
THANK YOU!
eric@semanticfuse.com
@EricAxel
http://linkedin.com/in/ericfranzon
https://plus.google.com/+EricFranzon
161. ©2015 Eric Axel Franzon
• Semantic Markup Infusion
• Semantic Data Fusion
• Semantic SEO
• Semantic Roadmap/Audit
• Semantic Streamlining of Product Feeds/Catalogs
• Semantic Consulting/Training
• Semantic Interest Graph Generation
162. ©2015 Eric Axel Franzon
Resources
https://flic.kr/p/6krdsM
https://flic.kr/p/p9jiDK
https://flic.kr/p/3q8afL
https://flic.kr/p/brJs4G
https://flic.kr/p/78rsTc
https://flic.kr/p/bpSeR2
http://www.flickr.com/photos/dawnmanser/3532853278/
http://www.flickr.com/photos/artolog/3983764041/
http://www.flickr.com/photos/97964364@N00/59780745/
http://www.flickr.com/photos/starwarsblog/
http://aldobucchi.com
http://www.addletters.com/pictures/bart-simpson-generator/3024046.htm
http://richard.cyganiak.de/2007/10/lod/