Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Structured Data
Where did that come from
and why are Google†asking for it
†and others
Richard Wallis
Evangelist and Founde...
richard.wallis@dataliberate.com — @rjw
Independent Consultant, Evangelist & Founder
richard.wallis@dataliberate.com — @rjw
Independent Consultant, Evangelist & Founder
richard.wallis@dataliberate.com — @rjw
40+ Years - Computing
27+ Years – Cult...
Independent Consultant, Evangelist & Founder
W3C Community Groups:
• Schema Bib Extend (Chair) - bibliographic data
• Sche...
Independent Consultant, Evangelist & Founder
Worked With:
• Google – Schema.org vocabulary, site, extensions 

documentati...
Independent Consultant, Evangelist & Founder
Worked With:
• Google – Schema.org vocabulary, site, extensions 

documentati...
Independent Consultant, Evangelist & Founder
Worked With:
• Google – Schema.org vocabulary, site, extensions 

documentati...
Independent Consultant, Evangelist & Founder
Worked With:
• Google – Schema.org vocabulary, site, extensions 

documentati...
• Where• What
• Why
Where did that come from
and why are Google†asking for it
†and others
Richard Wallis
Evangelist and Fo...
• Where• What
• Why
Where did that come from
and why are Google†asking for it
†and others
Structured Data
Structured Data
• Where
• What
• Why
Structured Data
— did it come from
— is Schema.org
— does Google need it
• Where
• What
• Why
Structured Data
— did it come from
— is Schema.org
— does Google need it
• Where
• What
• Why
The Web Conceived
Tim Berners-Lee
The Web Conceived
● 1989●
March
Tim Berners-Lee
The Web Conceived
● 1989●
March
Tim Berners-Lee
Vague but exciting …
● 1999●
● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on...
● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on...
● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on...
● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on...
● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on...
“A Linked Data Web” – Introducing Linked Data
“A Linked Data Web” – Introducing Linked Data
● 2009
Feb
Linked Data
05-2007
Linked Open Data Cloud
Linked Open Data
05-200711-200709-200809-200707-200909-201009-201108-2014
Linked Open Data Cloud
Linked Open Data
05-200711-200709-200809-200707-200909-201009-201108-2014
Linked Open Data Cloud
Impressive!
Linked Open Data
05-200711-200709-200809-200707-200909-201009-201108-2014
Linked Open Data Cloud
Impressive! • Raw Data
• ...
Linked Open Data
05-200711-200709-200809-200707-200909-201009-201108-2014
Linked Open Data Cloud
Impressive! • Raw Data
• ...
Linked Open Data
05-200711-200709-200809-200707-200909-201009-201108-2014
Linked Open Data Cloud
Impressive!
But Useful?
•...
Structured Data
— did it come from
— is Schema.org
— does Google need it
• Where
• What
• Why
— did it come from
— is Sche...
Structured Data
— did it come from
— is Schema.org
— does Google need it
• Where
• What
• Why
2
● 2011 ●
June
Introducing Schema.org
2
● 2011 ●
June
Introducing Schema.org
2
● 2011 ●
June
Introducing Schema.org
2
● 2011 ●
June
Introducing Schema.org
Knowledge Graph
Knowledge Graph
16
● 2012 ●
May
Google Knowledge Graph
Knowledge Graph
16
● 2012 ●
May
Google Knowledge Graph
Knowledge Graph
16
● 2012 ●
May
Google Knowledge Graph
Google Knowledge Graph
Google Knowledge Graph
Google Knowledge Graph
Google Knowledge Graph
Knowledge Graph
Related Entities in a Graph
Knowledge Graph
Bart Simpson
Related Entities in a Graph
Knowledge Graph
Bart Simpson
Nancy Cartwright
Played By
Related Entities in a Graph
Knowledge Graph
Bart Simpson
Nancy Cartwright
Dayton Ohio
Played By
Born In
Related Entities in a Graph
Knowledge Graph
Bart Simpson
Nancy Cartwright
Dayton Ohio
Dayton Aviation

Heritage National Park
Played By
Born In
Place ...
Knowledge Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Powered by the Graph
Knowledge Graph
Powered by the Graph
Knowledge Panel
Knowledge Graph
Powered by the Graph
Knowledge Panel
Info Box
Knowledge Graph
Powered by the Graph
Knowledge Panel
Info Box
Answer Box
Knowledge Graph
Powered by the Graph
Knowledge Panel
Info Box
Answer Box
Rich Snippets
Knowledge Graph
Powered by the Graph
Knowledge Panel
Info Box
Answer Box
Rich Snippets
Voice
Using Schema.org
Using Schema.org
•Data embedded in website html
-Microdata / RDFa / JSON-LD
Using Schema.org
•Data embedded in website html
-Microdata / RDFa / JSON-LD
•Harvested during normal web crawls
Using Schema.org
•Data embedded in website html
-Microdata / RDFa / JSON-LD
•Harvested during normal web crawls
•Under con...
Schema.org today
•In use on over 12 million domains
•Broad core vocabulary:
-Types: 597 Properties: 867 Values: 114
Schema.org today
•In use on over 12 million domains

•Broad core vocabulary:

-Types: 597 Properties: 867 Values: 114

•Extensions publishe...
•In use on over 12 million domains

•Broad core vocabulary:

-Types: 597 Properties: 867 Values: 114

•Extensions publishe...
Schema.org today
A de facto vocabulary for
structured data on the web12+ Million
Web Sites
Found On30% Pages*
* In a 10 bi...
Schema.org today
A de facto vocabulary for
structured data on the web12+ Million
Web Sites
Found On30% Pages*
So, what doe...
Banc of California
Banc of California
Banc of California
Banc of California
Structured Data
— did it come from
— is Schema.org
— does Google need it
• Where
• What
• Why
— did it come from
— is Sche...
Structured Data
— did it come from
— is Schema.org
— does Google need it
• Where
• What
• Why
†and others
†
At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data
At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data "Structured data. This is one ...
At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data "Structured data. This is one ...
At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data "Structured data. This is one ...
At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data "Structured data. This is one ...
At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data "Structured data. This is one ...
What I would have said….

(If I had another 20 minutes here!)
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
What I would have said….

(If I had another 20 minutes here!)
Summary
Schema.org Structured Data:
• Its about describing T...
Structured Data
Where did that come from
and why are Google†asking for it
†and others
Richard Wallis
Evangelist and Founde...
Structured Data
Where did that come from
and why are Google†asking for it
†and others
Richard Wallis
Evangelist and Founde...
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Structured data: Where did that come from & why are Google asking for it
Upcoming SlideShare
Loading in …5
×

Structured data: Where did that come from & why are Google asking for it

955 views

Published on

Presentation to SMXL Milan 14th November 2017

Published in: Technology
  • Be the first to comment

Structured data: Where did that come from & why are Google asking for it

  1. 1. Structured Data Where did that come from and why are Google†asking for it †and others Richard Wallis Evangelist and Founder Data Liberate richard.wallis@dataliberate.com @rjw SMXL Workshop Milan November 14th 2017
  2. 2. richard.wallis@dataliberate.com — @rjw
  3. 3. Independent Consultant, Evangelist & Founder richard.wallis@dataliberate.com — @rjw
  4. 4. Independent Consultant, Evangelist & Founder richard.wallis@dataliberate.com — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
  5. 5. Independent Consultant, Evangelist & Founder W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.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 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
  6. 6. Independent Consultant, Evangelist & Founder Worked With: • Google – Schema.org vocabulary, site, extensions 
 documentation and community W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.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 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
  7. 7. Independent Consultant, Evangelist & Founder Worked With: • Google – Schema.org vocabulary, site, extensions 
 documentation and community • OCLC – Global library cooperative W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.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 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
  8. 8. Independent Consultant, Evangelist & Founder Worked With: • Google – Schema.org vocabulary, site, extensions 
 documentation and community • OCLC – Global library cooperative • FIBO – Financial Industry Business Ontology Group W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.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 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
  9. 9. Independent Consultant, Evangelist & Founder Worked 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 W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.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 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
  10. 10. • Where• What • Why Where did that come from and why are Google†asking for it †and others Richard Wallis Evangelist and Founder Data Liberate richard.wallis@dataliberate.com @rjw SMXL Workshop Milan November 13th 2017 Structured Data
  11. 11. • Where• What • Why Where did that come from and why are Google†asking for it †and others Structured Data
  12. 12. Structured Data • Where • What • Why
  13. 13. Structured Data — did it come from — is Schema.org — does Google need it • Where • What • Why
  14. 14. Structured Data — did it come from — is Schema.org — does Google need it • Where • What • Why
  15. 15. The Web Conceived Tim Berners-Lee
  16. 16. The Web Conceived ● 1989● March Tim Berners-Lee
  17. 17. The Web Conceived ● 1989● March Tim Berners-Lee Vague but exciting …
  18. 18. ● 1999●
  19. 19. ● 1999● Tim Berners-Lee, 1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize”
  20. 20. ● 1999● Tim Berners-Lee, 1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize”
  21. 21. ● 1999● Tim Berners-Lee, 1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize” Intelligent Agents …
  22. 22. ● 1999● Tim Berners-Lee, 1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize” Intelligent Agents …
  23. 23. ● 1999● Tim Berners-Lee, 1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize” Intelligent Agents …
  24. 24. “A Linked Data Web” – Introducing Linked Data
  25. 25. “A Linked Data Web” – Introducing Linked Data ● 2009 Feb Linked Data
  26. 26. 05-2007 Linked Open Data Cloud
  27. 27. Linked Open Data 05-200711-200709-200809-200707-200909-201009-201108-2014 Linked Open Data Cloud
  28. 28. Linked Open Data 05-200711-200709-200809-200707-200909-201009-201108-2014 Linked Open Data Cloud Impressive!
  29. 29. Linked Open Data 05-200711-200709-200809-200707-200909-201009-201108-2014 Linked Open Data Cloud Impressive! • Raw Data • Many Vocabs • SPARQL
  30. 30. Linked Open Data 05-200711-200709-200809-200707-200909-201009-201108-2014 Linked Open Data Cloud Impressive! • Raw Data • Many Vocabs • SPARQL
  31. 31. Linked Open Data 05-200711-200709-200809-200707-200909-201009-201108-2014 Linked Open Data Cloud Impressive! But Useful? • Raw Data • Many Vocabs • SPARQL
  32. 32. Structured Data — did it come from — is Schema.org — does Google need it • Where • What • Why — did it come from — is Schema.org — does Google need it • Where • What • Why
  33. 33. Structured Data — did it come from — is Schema.org — does Google need it • Where • What • Why
  34. 34. 2 ● 2011 ● June Introducing Schema.org
  35. 35. 2 ● 2011 ● June Introducing Schema.org
  36. 36. 2 ● 2011 ● June Introducing Schema.org
  37. 37. 2 ● 2011 ● June Introducing Schema.org
  38. 38. Knowledge Graph
  39. 39. Knowledge Graph 16 ● 2012 ● May Google Knowledge Graph
  40. 40. Knowledge Graph 16 ● 2012 ● May Google Knowledge Graph
  41. 41. Knowledge Graph 16 ● 2012 ● May Google Knowledge Graph
  42. 42. Google Knowledge Graph
  43. 43. Google Knowledge Graph
  44. 44. Google Knowledge Graph
  45. 45. Google Knowledge Graph
  46. 46. Knowledge Graph Related Entities in a Graph
  47. 47. Knowledge Graph Bart Simpson Related Entities in a Graph
  48. 48. Knowledge Graph Bart Simpson Nancy Cartwright Played By Related Entities in a Graph
  49. 49. Knowledge Graph Bart Simpson Nancy Cartwright Dayton Ohio Played By Born In Related Entities in a Graph
  50. 50. Knowledge Graph Bart Simpson Nancy Cartwright Dayton Ohio Dayton Aviation
 Heritage National Park Played By Born In Place of Interest Related Entities in a Graph
  51. 51. Knowledge Graph
  52. 52. Knowledge Graph Sources for the Graph
  53. 53. Knowledge Graph Sources for the Graph
  54. 54. Knowledge Graph Sources for the Graph
  55. 55. Knowledge Graph Sources for the Graph
  56. 56. Knowledge Graph Sources for the Graph
  57. 57. Knowledge Graph Sources for the Graph
  58. 58. Knowledge Graph Powered by the Graph
  59. 59. Knowledge Graph Powered by the Graph Knowledge Panel
  60. 60. Knowledge Graph Powered by the Graph Knowledge Panel Info Box
  61. 61. Knowledge Graph Powered by the Graph Knowledge Panel Info Box Answer Box
  62. 62. Knowledge Graph Powered by the Graph Knowledge Panel Info Box Answer Box Rich Snippets
  63. 63. Knowledge Graph Powered by the Graph Knowledge Panel Info Box Answer Box Rich Snippets Voice
  64. 64. Using Schema.org
  65. 65. Using Schema.org •Data embedded in website html -Microdata / RDFa / JSON-LD
  66. 66. Using Schema.org •Data embedded in website html -Microdata / RDFa / JSON-LD •Harvested during normal web crawls
  67. 67. Using Schema.org •Data embedded in website html -Microdata / RDFa / JSON-LD •Harvested during normal web crawls •Under control of the [site] publisher
  68. 68. Schema.org today
  69. 69. •In use on over 12 million domains •Broad core vocabulary: -Types: 597 Properties: 867 Values: 114 Schema.org today
  70. 70. •In use on over 12 million domains •Broad core vocabulary: -Types: 597 Properties: 867 Values: 114 •Extensions published: - auto.schema.org - bib.schema.org - health-lifesci.schema.org Schema.org today
  71. 71. •In use on over 12 million domains •Broad core vocabulary: -Types: 597 Properties: 867 Values: 114 •Extensions published: - auto.schema.org - bib.schema.org - health-lifesci.schema.org Schema.org today 12+ Million Web Sites Found On30% Pages* * In a 10 billion page sample - 2015
  72. 72. Schema.org today A de facto vocabulary for structured data on the web12+ Million Web Sites Found On30% Pages* * In a 10 billion page sample - 2015
  73. 73. Schema.org today A de facto vocabulary for structured data on the web12+ Million Web Sites Found On30% Pages* So, what does it look like …. * In a 10 billion page sample - 2015
  74. 74. Banc of California
  75. 75. Banc of California
  76. 76. Banc of California
  77. 77. Banc of California
  78. 78. Structured Data — did it come from — is Schema.org — does Google need it • Where • What • Why — did it come from — is Schema.org — does Google need it • Where • What • Why
  79. 79. Structured Data — did it come from — is Schema.org — does Google need it • Where • What • Why †and others †
  80. 80. At Pubcon yesterday, Gary Illyes from Google focused quite a bit of time on structured data
  81. 81. At Pubcon yesterday, Gary Illyes from Google focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year.
  82. 82. At Pubcon yesterday, Gary Illyes from Google focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data.
  83. 83. At Pubcon yesterday, Gary Illyes from Google focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data. … add structure data to your pages because during indexing, we will be able to better understand what your site is about.
  84. 84. At Pubcon yesterday, Gary Illyes from Google focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data. … add structure data to your pages because during indexing, we will be able to better understand what your site is about. And don’t just think about the structured data that we documented on developers.google.com. Think about any schema.org schema that you could use on your pages
  85. 85. At Pubcon yesterday, Gary Illyes from Google focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data. … add structure data to your pages because during indexing, we will be able to better understand what your site is about. And don’t just think about the structured data that we documented on developers.google.com. Think about any schema.org schema that you could use on your pages … add structure data to your pages because during indexing, we will be able to better understand what your site is about.
  86. 86. What I would have said….
 (If I had another 20 minutes here!)
  87. 87. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things
  88. 88. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages
  89. 89. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability
  90. 90. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships
  91. 91. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions
  92. 92. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary
  93. 93. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was
  94. 94. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web
  95. 95. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html
  96. 96. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning
  97. 97. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning Think about the non-web page scenarios
  98. 98. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning Think about the non-web page scenarios • What should we be doing now/next
  99. 99. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning Think about the non-web page scenarios • What should we be doing now/next Learning about it / trying it
  100. 100. What I would have said….
 (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, 
 Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning Think about the non-web page scenarios • What should we be doing now/next Learning about it / trying it Start giving the search engines the data they need 
 to drive users to our products/services
  101. 101. Structured Data Where did that come from and why are Google†asking for it †and others Richard Wallis Evangelist and Founder Data Liberate richard.wallis@dataliberate.com @rjw SMXL Workshop Milan November 14th 2017
  102. 102. Structured Data Where did that come from and why are Google†asking for it †and others Richard Wallis Evangelist and Founder Data Liberate richard.wallis@dataliberate.com @rjw SMXL Workshop Milan November 14th 2017 http://slideshare.net/rjw

×