Presentation to the Benchmark Conference Manchester 11th September 2019

1. Structured Data:
It’s All About The Graph!
1
Benchmark Search & Digital Conference
Manchester
11th September 2019
Richard Wallis
Evangelist and Founder
Data Liberate
richard.wallis@dataliberate.com
@rjw

2. Independent Consultant, Evangelist & Founder
W3C Community Groups:
• Bibframe2Schema (Chair) – Standardised conversion path(s)
• Schema Bib Extend (Chair) - Bibliographic data
• Schema Architypes (Chair) - Archives
• Financial Industry Business Ontology – Financial schema.org
• Tourism Structured Web Data (Co-Chair)
• Schema Course Extension
• Schema IoT Community
• Educational & Occupational Credentials in Schema.org
richard.wallis@dataliberate.com — @rjw
40+ Years - Computing
29+ Years – Cultural Heritage technology
18+ Years – Semantic Web & Linked Data
Works With:
• Google – Schema.org vocabulary, site, extensions. documentation and community
• OCLC – Global library cooperative
• FIBO – Financial Industry Business Ontology Group
• Various Clients – Implementing/understanding Schema.org:
British Library — Stanford University — Europeana — NLB Singapore

3. It’s All About The Graph!
Structured Data
Wots a
Graph?!

4. It’s All About The Graph!
Structured Data
Wots a
Graph?!
Graph picture: metaphactory

5. It’s All About The Graph!
Structured Data
Wots a
Graph?!
Graph picture: metaphactory
Semantic Graph

6. Knowledge Graph

7. Knowledge Graph
Things, not Strings
The Knowledge Graph enables you to
search for things, people or places
that Google knows about—landmarks,
celebrities, cities, sports teams,
buildings, geographical features,
movies, celestial objects, works of art
and more—and instantly get
information that’s relevant to your
query.

8. Knowledge Graph

9. Knowledge Graph

10. Knowledge Graph

11. Knowledge Graph

12. Knowledge Graph

13. Knowledge Graph

14. Knowledge GraphSearch Index
• An Index of Strings
• Referenced to pages they
come from
• Pages ranked
• Ordered search result pages
• Provides choices for the user
to follow

15. Knowledge GraphSearch Index
• A dataset of things [entities]
• Description of entities
• Attributes of entities
• Relationships between entities
• Authoritative relationships
• Entity Context
• Powers Rich Content
• Drives context relevant answers:
Who / Where / When / How / What
• An Index of Strings
• Referenced to pages they
come from
• Pages ranked
• Ordered search result pages
• Provides choices for the user
to follow

16. Knowledge GraphSearch Index
• A dataset of things [entities]
• Description of entities
• Attributes of entities
• Relationships between entities
• Authoritative relationships
• Entity Context
• Powers Rich Content
• Drives context relevant answers:
Who / Where / When / How / What
• An Index of Strings
• Referenced to pages they
come from
• Pages ranked
• Ordered search result pages
• Provides choices for the user
to follow
Both populated by Googlebot
Semantic Graph

17. Knowledge Graph
How do I get my stuff into it?
Step 1 (SEO)
• Get your pages crawled and indexed
• If Googlebot doesn’t find your pages useful it’s unlikely data will be loaded
Step 2 (Structured Data)
• Describe the things the pages are about – as against the pages themselves
• Use Schema.org
• Relate them to other things – the author is a Person that needs describing
- Don’t just provide a name and hope Google works out who it is!
• Markup all your entities including your Organization – and link them together
• Don’t worry about lists – marking up the individual things is more important
• Preferably use JSON-LD – validate with tools + Google & Schema.org docs

18. Paris
Weekends in
Paris
MyTourist.org Bob the Expert
A very simple example site ……
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"url": "http://mytourist.org"
}

19. Paris
Weekends in
Paris
MyTourist.org Bob the Expert
A very simple example site ……
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"url": "http://mytourist.org"
}

20. Paris
Weekends in
Paris
MyTourist.org Bob the Expert
A very simple example site ……
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"url": "http://mytourist.org"
}
{
"@context": "http://schema.org",
"@type": ”Person",
"name": "Robert Jones",
"alternateName": "Bob the Expert",
"url": "http://mytourist.org/bob"
}
{
"@context": "http://schema.org",
"@type": "Article",
"name": "Weekends in Paris",
"author": "Bob the Expert",
"about": "Paris",
"url": "http://mytourist.org/A1"
}
{
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"name": "Paris",
"url": "http://mytourist.org/Paris"
}

21. Paris
Weekends in
Paris
MyTourist.org Bob the Expert
An example site ……
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"url": "http://mytourist.org"
}
{
"@context": "http://schema.org",
"@type": ”Person",
"name": "Robert Jones",
"alternateName": "Bob the Expert",
"url": "http://mytourist.org/bob"
}
{
"@context": "http://schema.org",
"@type": "Article",
"name": "Weekends in Paris",
"author": "Bob the Expert",
"about": "Paris",
"url": "http://mytourist.org/A1"
}
{
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"name": "Paris",
"url": "http://mytourist.org/Paris"
}
A site of unconnected entities

22. Paris
Weekends in
Paris
Bob the ExpertMyTourist.org
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"url": "http://mytourist.org"
}
{
"@context": "http://schema.org",
"@type": ”Person",
"name": "Robert Jones",
"alternateName": "Bob the Expert",
"url": "http://mytourist.org/bob"
}
{
"@context": "http://schema.org",
"@type": "Article",
"name": "Weekends in Paris",
"author": "Bob the Expert",
"about": "Paris",
"url": "http://mytourist.org/A1"
}
{
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"name": "Paris",
"url": "http://mytourist.org/Paris"
}
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"employee": "http://mytourist.org/bob",
"url": "http://mytourist.org"
}

23. MyTourist.org Bob the Expert
Weekends in
ParisParis
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"url": "http://mytourist.org"
}
{
"@context": "http://schema.org",
"@type": ”Person",
"name": "Robert Jones",
"alternateName": "Bob the Expert",
"url": "http://mytourist.org/bob"
}
{
"@context": "http://schema.org",
"@type": "Article",
"name": "Weekends in Paris",
"author": "Bob the Expert",
"about": "Paris",
"url": "http://mytourist.org/A1"
}
{
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"name": "Paris",
"url": "http://mytourist.org/Paris"
}
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"employee": "http://mytourist.org/bob",
"url": "http://mytourist.org"
}
{
"@context": "http://schema.org",
"@type": ”Person",
"name": "Robert Jones",
"alternateName": "Bob the Expert",
"worksFor": "http://mytourist.org",
"url": "http://mytourist.org/bob"
}
{
"@context": "http://schema.org",
"@type": "Article",
"name": "Weekends in Paris",
"author": "http://mytourist.org/bob",
"about": "http://mytourist.org/Paris",
"publisher": "http://mytourist.org",
"url": "http://mytourist.org/A1"
}
{
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"name": "Paris",
"subjectOf": "http://mytourist.org/A1",
"url": "http://mytourist.org/Paris"
}

24. MyTourist.org Bob the Expert
Weekends in
ParisParis
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"employee": "http://mytourist.org/bob",
"url": "http://mytourist.org"
}
{
"@context": "http://schema.org",
"@type": ”Person",
"name": "Robert Jones",
"alternateName": "Bob the Expert",
"worksFor": "http://mytourist.org ",
"url": "http://mytourist.org/bob"
}
{
"@context": "http://schema.org",
"@type": "Article",
"name": "Weekends in Paris",
"author": "http://mytourist.org/bob",
"about": "http://mytourist.org/Paris",
"publisher": "http://mytourist.org",
"url": "http://mytourist.org/A1"
}
{
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"name": "Paris",
"subjectOf": "http://mytourist.org/A1",
"url": "http://mytourist.org/Paris"
}
A basic graph of entities

25. MyTourist.org Bob the Expert
Weekends in
ParisParis
Knowledge Graph?
A basic graph of entities
Possibly could be included – KG: what are these entities?
How do I get my stuff into it?

26. {
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"name": "Paris",
"subjectOf": "http://mytourist.org/A1",
"url": "http://mytourist.org/Paris"
}
{
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"@id": "http://mytourist.org/Paris",
"name": "Paris",
"subjectOf": "http://mytourist.org/A1",
"sameAs": "https://www.geonames.org/2988507",
"sameAs": "http://www.wikidata.org/entity/Q90",
"url": "http://mytourist.org/Paris"
}
MyTourist.org Bob the Expert
Weekends in
ParisParis
Bob the Expert
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"employee": "http://mytourist.org/bob",
"url": "http://mytourist.org"
}
{
"@context": "http://schema.org",
"@type": ”Person",
"name": "Robert Jones",
"alternateName": "Bob the Expert",
"worksFor": "http://mytourist.org ",
"url": "http://mytourist.org/bob"
}
{
"@context": "http://schema.org",
"@type": "Article",
"name": "Weekends in Paris",
"author": "http://mytourist.org/bob",
"about": "http://mytourist.org/Paris",
"publisher": "http://mytourist.org",
"url": "http://mytourist.org/A1"
}
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"@id": "http://mytourist.org”,
"name": "MyTourist.org",
"employee": "http://mytourist.org/bob",
"parentOrganization": "http://tminc.org",
"url": "http://mytourist.org"
}

27. {
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"name": "Paris",
"subjectOf": "http://mytourist.org/A1",
"url": "http://mytourist.org/Paris"
}
{
"@context": "http://schema.org",
"@type": ["City","TouristDestination"],
"@id": "http://mytourist.org/Paris",
"name": "Paris",
"subjectOf": "http://mytourist.org/A1",
"sameAs": "https://www.geonames.org/2988507",
"sameAs": "http://www.wikidata.org/entity/Q90",
"url": "http://mytourist.org/Paris"
}
MyTourist.org Bob the Expert
Weekends in
ParisParis
Bob the Expert
Weekends in
ParisParis
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"name": "MyTourist.org",
"employee": "http://mytourist.org/bob",
"url": "http://mytourist.org"
}
{
"@context": "http://schema.org",
"@type": ”Person",
"name": "Robert Jones",
"alternateName": "Bob the Expert",
"worksFor": "http://mytourist.org ",
"url": "http://mytourist.org/bob"
}
{
"@context": "http://schema.org",
"@type": "Article",
"name": "Weekends in Paris",
"author": "http://mytourist.org/bob",
"about": "http://mytourist.org/Paris",
"publisher": "http://mytourist.org",
"url": "http://mytourist.org/A1"
}
{
"@context": "http://schema.org",
"@type": "TravelAgency",
"@id": "http://mytourist.org”,
"name": "MyTourist.org",
"employee": "http://mytourist.org/bob",
"parentOrganization": "http://tminc.org",
"url": "http://mytourist.org"
}
{
"@context": "http://schema.org",
"@type": ”Person",
"@id": "http://mytourist.org/bob”,
"name": "Robert Jones",
"alternateName": "Bob the Expert",
"worksFor": "http://mytourist.org ",
"sameAs": "https://linkedin.com/R.Jones"
"url": "http://mytourist.org/bob"
}
{
"@context": "http://schema.org",
"@type": "Article",
"@id": "http://mytourist.org/A1”,
"name": "Weekends in Paris",
"author": "http://mytourist.org/bob",
"about": "http://mytourist.org/Paris",
"publisher": "http://mytourist.org",
"isPartOf": "http://touristjournal.org/i
"url": "http://mytourist.org/A1"
}
MyTourist.org

28. MyTourist.org Bob the Expert
Paris
Weekends in
Paris
Knowledge Graph
Potentially these recognizable entities could be included in KG

29. Knowledge Graph
Hey Google!
Where can I get
me a Chicken
Chow Mein take
out?
- Why?

30. Knowledge Graph
Hey Google!
Where can I get
me a Chicken
Chow Mein take
out?
- Why?
Query Analysis
Where: location / offeror
Chicken Chow Mein: Thing
Take out: Service type
Date, Time, location of query

31. Knowledge Graph
Hey Google!
Where can I get
me a Chicken
Chow Mein take
out?
Potential Answer Analysis
Offers for Things:
• Chicken Chow Mein
• An authoritative description?
• Good Reviews?
Offered by Businesses :
• Located nearby
• Authoritative brand
• Provide take out service
• Are open
• Good reviews?
- Why?
Query Analysis
Where: location / offeror
Chicken Chow Mein: Thing
Take out: Service type
Date, Time, location of query

32. Knowledge Graph
Hey Google!
Where can I get
me a Chicken
Chow Mein take
out?
Potential Answer Analysis
Offers for Things:
• Chicken Chow Mein
• An authoritative description?
• Good Reviews?
Offered by Businesses :
• Located nearby
• Authoritative brand
• Provide take out service
• Are open
• Good reviews?
- Why?
Query Analysis
Where: location / offeror
Chicken Chow Mein: Thing
Take out: Service type
Date, Time, location of query
Answer: best match of query context to the contexts of KG entities

33. • The [structured] descriptions of the things in your site [can] form a semantic graph
- Use links not strings as references
• The Knowledge Graph wants to include the entities from your graph
- But ideally wants them in context with the rest — Use external links
• Use Schema.org and preferably JSON-LD
• Use the checking tools – Structured Data & Rich Results Test Tools
• Don’t worry too much about page/site descriptions - or lists of things
• Googlebot [should] crawl all your structured data
• Direct linking from answers [may] influence traffic stats
• Bing, Yahoo!, Apple, Amazon and many others also have Knowledge Graphs
It’s All About The Graph!
Structured Data

34. • The [structured] descriptions of the things in your site [can] form a semantic graph
- Use links not strings as references
• The Knowledge Graph wants to include the entities from your graph
- But ideally wants them in context with the rest — Use external links
• Use Schema.org and preferably JSON-LD
• Use the checking tools – Structured Data & Rich Results Test Tools
• Don’t worry too much about page/site descriptions - or lists of things
• Googlebot [should] crawl all your structured data
• Direct linking from answers [may] influence traffic stats
• Bing, Yahoo!, Apple, Amazon and many others also have Knowledge Graphs
• Schema.org is much more than fancy keywords
• Structured Data powers far more than Rich Snippets
• It’s not rocket science
• But it needs a bit of thought, experience, and understanding
It’s All About The Graph!
Structured Data

35. Benchmark Search & Digital Conference
Manchester
11th September 2019
Richard Wallis
Evangelist and Founder
Data Liberate
richard.wallis@dataliberate.com
@rjw
It’s All About The Graph!
Structured Data