Using Semantics to Enhance Content

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Presented at SES Chicago, December 2009. How using labeled links (vocabulary,) strong identifiers and standard markup formats such as HTML5 Microdata can improve SEO.

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Using Semantics to Enhance Content

  1. 1. Using Semantics to Enhance Content Jamie Taylor, Ph.D.
  2. 2. What do y’all mean Semantics?
  3. 3. amazement astonishment stupor daze jolt impact SHOCK ???? impact blow fight bump combat offend appall revolt nauseate
  4. 4. PageRank tm
  5. 5. percussion 1977 Alec Baldwin Rick Rubin Colombia female Penélope Cruz Beautiful Liar
  6. 6. percussion 1977 instrument Alec Baldwin birthday performed-with Rick Rubin producer born-in Colombia gender friends-with performed female Penélope Cruz Beautiful Liar
  7. 7. percussion 1977 instrument Alec Baldwin birthday performed-with Rick Rubin born-in Shakira producer Colombia gender friends-with performed female Penélope Cruz Beautiful Liar
  8. 8. 10,704,421 Topics
  9. 9. Labeled Links (vocabulary) Strong Identifiers Standard Format
  10. 10. percussion 1977 instrument Alec Baldwin birthday performed-with Rick Rubin born-in Shakira producer Colombia gender friends-with performed female Penélope Cruz Beautiful Liar
  11. 11. @tags #tags short URLs The Twitter Vocabulary
  12. 12. ! Labeled Links (vocabulary) Strong Identifiers Standard Format
  13. 13. http://www.bestbuy.com/site/She+Wolf… http://www.daylife.com/topic/Shakira http://twitter.com/shakira http://www.facebook.com/shakira http://www.myspace.com/shakira http://www.last.fm/music/Shakira http://www.netflix.com/RoleDisplay/Shakira/20046629 http://www.guardian.co.uk/music/shakira
  14. 14. ! Labeled Links (vocabulary) ! Strong Identifiers Standard Format
  15. 15. Microformats •(Relatively) easy to use •Small, fixed vocabulary •No standard parsing pattern •No strong identifiers •Limits utility
  16. 16. RDFa •Unambiguous identifiers •Extensible vocabulary •Standard parsing patterns •Produces RDF
  17. 17. RDF Triple Subject Predicate Object Shakira Knows Penélope Cruz Penélope Cruz Starred In Vanilla Sky Shakira Born “1977”
  18. 18. RDFa •Unambiguous identifiers •Extensible vocabulary •Standard parsing patterns •Produces RDF •Harder (than you would like) to use •Rules about formatting based on RDF
  19. 19. …and the winner is…
  20. 20. HTML5 Microdata •Easy to use •Strong identifiers •Extensible vocabulary •Easy to parse •In last call for comments stage! •Usable! Now!
  21. 21. HTML5 Microdata Tools and Widgets
  22. 22. Ontologies <http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://rdf.freebase.com/ns/business.employment_tenure>. <http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a> <http://rdf.freebase.com/ns/business.employment_tenure.company> <http://rdf.freebase.com/ns/en.determine_software>. <http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000007e53e16> <http://rdf.freebase.com/ns/education.education.institution> <http://rdf.freebase.com/ns/en.mounds_view_high_school>.<http://rdf.freebas e.com/ns/guid.9202a8c04000641f8000000007e53e16> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://rdf.freebase.com/ns/education.education>.
  23. 23. Ontologies ! Labeled Links <http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> (vocabulary) <http://rdf.freebase.com/ns/business.employment_tenure>. <http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a> <http://rdf.freebase.com/ns/business.employment_tenure.company> <http://rdf.freebase.com/ns/en.determine_software>. <http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000007e53e16> <http://rdf.freebase.com/ns/education.education.institution> ! Strong Identifiers <http://rdf.freebase.com/ns/en.mounds_view_high_school>.<http://rdf.freebas e.com/ns/guid.9202a8c04000641f8000000007e53e16> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://rdf.freebase.com/ns/education.education>. ! Standard Format Microformats RDFa Microdata

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