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Structured Data
Principles of Structured Data Implementation for
Multilingual Websites
Today’s Topics
• An introduction to Structured Data
• Creating a model of your website with Structured Data
• Moving beyon...
Why Structured Data?
s contextual definitions which minimize ambiguit
Some examples…
“The Old Lady”
• A famous Italian Football Club (Juventus)
• My Mother
• My Wife
“Florence”
• Places (Florence Nova scotia, Florence Alabama, Florence Ar
• My Mother
• My Wife
“Guida”
Word used in a travel & tourism website: the meaning
of this word in that context was Travel Guide
“Giuda”
Judas I...
Ambiguity
Things which can be interpreted in more than one way
Uncertainty
Reactions to ambiguity trigger doubt or confusi...
Tip!
Download and review Queries from the Google
Search Console and look for the “odd” keywords
Analyse your pages with Th...
Structured Data
Providing Unambiguous Signals
Structured Data is based on
concept that Anyone can say
Anything about Any Topic
How can contributions by
someone be unambiguously
understood by anyone?
By building Information
Models for Websites
Models enable sophisticated
and automated data
processing
Models organize our thoughts
in the form of Explanations
Explanations “define”, principles
and underlying rules which are
not subject to the interpretation
by the reader
Let’s be practical
Getting things done…
A manifestation of a deity or released soul in bodily form on earth; an incarnate divine teacher.
An incarnation, embodime...
A manifestation of a deity or released soul in bodily form on earth; an incarnate divine teacher.
An incarnation, embodime...
Click through to http://schema.org/Person
<div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
Director: <span itemprop="director">Ja...
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
<div itemprop="director" itemscope item...
Our model must explain the
content in order to eliminate
ambiguity, reducing uncertainty
Type
Properties
Properties
Properties
Properties
Properties
Properties
<div itemprop="image" itemscope="" itemtype="http://schema.org/ImageObject">
<meta itemprop="description" content="I-797, ...
Entities…
“An entity is something that exists as itself, as a
subject or as an object, actually or potentially,
concretely or abstra...
What is DBpedia?
DBpedia (from "DB" for "database") is a project aiming to extract
structured content from the information...
Information
Entity (URI)
Entity (URL)
Contextual Entities…
https://search.google.com/structured-data/testing-tool
https://search.google.com/structured-data/testing-tool
https://search.google.com/structured-data/testing-tool
https://search.google.com/structured-data/testing-tool
From Keywords to Entities
Entities
Entities
mon source of data which can be used by Wikimedia projects su
Results…
Before SEO
After SEO
N° Queries in Google Search Console
After Structured Data
Implementation
&
Entity Identification
Benefits…
Less Traffic, More Conversions (no perditempo)
Conclusions…
➡Create a Model of your Website using schema.org
➡Identify the most relevant Entities which represent your
co...
Thank You :)
Sante J. Achille
• Search Marketing Consultant
• Chairman SMXL.IT
• sante@achille.name
• https://achille.name...
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
Principles of Structured Data Implementation for Multilingual Websites
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Principles of Structured Data Implementation for Multilingual Websites

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* An introduction to Structured Data
* Creating a model of your website with Structured Data
* Moving beyond rich snippets, from keywords to entities
* Multilingual implementation: moving beyond the English Language

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Principles of Structured Data Implementation for Multilingual Websites

  1. 1. Structured Data Principles of Structured Data Implementation for Multilingual Websites
  2. 2. Today’s Topics • An introduction to Structured Data • Creating a model of your website with Structured Data • Moving beyond rich snippets, from keywords to entities • Multilingual implementation: moving beyond the English Language
  3. 3. Why Structured Data?
  4. 4. s contextual definitions which minimize ambiguit
  5. 5. Some examples…
  6. 6. “The Old Lady” • A famous Italian Football Club (Juventus) • My Mother • My Wife
  7. 7. “Florence” • Places (Florence Nova scotia, Florence Alabama, Florence Ar • My Mother • My Wife
  8. 8. “Guida” Word used in a travel & tourism website: the meaning of this word in that context was Travel Guide “Giuda” Judas Iscariot, disciple and one of the original Twelve Apostles of Jesus Christ. According to all four canonical gospels, Judas betrayed Jesus to the Sanhedrin in the Garden of Gethsemane Word used in a travel & tourism website: the meaning of this word in that context was The betrayal of Christ
  9. 9. Ambiguity Things which can be interpreted in more than one way Uncertainty Reactions to ambiguity trigger doubt or confusion and may favour inaccurate conclusions or decisions
  10. 10. Tip! Download and review Queries from the Google Search Console and look for the “odd” keywords Analyse your pages with This Tool
  11. 11. Structured Data Providing Unambiguous Signals
  12. 12. Structured Data is based on concept that Anyone can say Anything about Any Topic
  13. 13. How can contributions by someone be unambiguously understood by anyone?
  14. 14. By building Information Models for Websites
  15. 15. Models enable sophisticated and automated data processing
  16. 16. Models organize our thoughts in the form of Explanations
  17. 17. Explanations “define”, principles and underlying rules which are not subject to the interpretation by the reader
  18. 18. Let’s be practical Getting things done…
  19. 19. A manifestation of a deity or released soul in bodily form on earth; an incarnate divine teacher. An incarnation, embodiment, or manifestation of a person or idea. An icon or figure representing a particular person in a video game, Internet forum, etc.
  20. 20. A manifestation of a deity or released soul in bodily form on earth; an incarnate divine teacher. An incarnation, embodiment, or manifestation of a person or idea. An icon or figure representing a particular person in a video game, Internet forum, etc. <div itemscope itemtype ="http://schema.org/Movie"> <h1 itemprop="name">Avatar</h1> Director: <span itemprop="director">James Cameron</span> (born August 16, 1954) <span itemprop="genre">Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> </div> A 2009 American epic science fiction film directed, written, produced, and co-edited by James Cameron
  21. 21. Click through to http://schema.org/Person
  22. 22. <div itemscope itemtype ="http://schema.org/Movie"> <h1 itemprop="name">Avatar</h1> Director: <span itemprop="director">James Cameron</span> (born August 16, 1954) <span itemprop="genre">Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> </div>
  23. 23. <div itemscope itemtype="http://schema.org/Movie"> <h1 itemprop="name">Avatar</h1> <div itemprop="director" itemscope itemtype="http://schema.org/Person"> Director: <span itemprop="givenName"> James</span> <span itemprop="familyName">C <meta itemprop="birthDate" content ="1954-08-16" /> </div> <span itemprop="genre">Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> </div>
  24. 24. Our model must explain the content in order to eliminate ambiguity, reducing uncertainty
  25. 25. Type Properties Properties Properties Properties Properties Properties
  26. 26. <div itemprop="image" itemscope="" itemtype="http://schema.org/ImageObject"> <meta itemprop="description" content="I-797, Notice of Action: I-601, application for travel docu <div itemprop="exampleOfWork" itemscope="" itemtype="http://schema.org/CreativeWork" > <meta itemprop="isBasedOnUrl" content="http://www.uscis.gov/i-601" /> </div> [caption]<a itemprop="url" href="XXX"><img itemprop="image" src="XXX" alt="XXX" width="" he </div>
  27. 27. Entities…
  28. 28. “An entity is something that exists as itself, as a subject or as an object, actually or potentially, concretely or abstractly, physically or not. It need not be of material existence. In particular, abstractions and legal fictions are usually regarded as entities”
  29. 29. What is DBpedia? DBpedia (from "DB" for "database") is a project aiming to extract structured content from the information created as part of the Wikipedia project. This structured information is then made available on the World Wide Web. DBpedia allows users to semantically query relationships and properties associated with Wikipedia resources, including links to other related datasets. DBpedia has been described by Tim Berners-Lee as one of the more famous parts of the decentralized Linked Data effort.
  30. 30. Information Entity (URI) Entity (URL)
  31. 31. Contextual Entities…
  32. 32. https://search.google.com/structured-data/testing-tool
  33. 33. https://search.google.com/structured-data/testing-tool
  34. 34. https://search.google.com/structured-data/testing-tool
  35. 35. https://search.google.com/structured-data/testing-tool
  36. 36. From Keywords to Entities
  37. 37. Entities
  38. 38. Entities
  39. 39. mon source of data which can be used by Wikimedia projects su
  40. 40. Results…
  41. 41. Before SEO After SEO N° Queries in Google Search Console After Structured Data Implementation & Entity Identification
  42. 42. Benefits… Less Traffic, More Conversions (no perditempo)
  43. 43. Conclusions… ➡Create a Model of your Website using schema.org ➡Identify the most relevant Entities which represent your content ➡Automate the process ➡Verify and Update/Correct
  44. 44. Thank You :) Sante J. Achille • Search Marketing Consultant • Chairman SMXL.IT • sante@achille.name • https://achille.name/ • @sjachille • Biography & CV
  • Radu_Silaghi

    Jun. 12, 2018

* An introduction to Structured Data * Creating a model of your website with Structured Data * Moving beyond rich snippets, from keywords to entities * Multilingual implementation: moving beyond the English Language

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