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Semantic Search 
wants Structured Data! (#smx #13A) 
Dal web dei Documenti e Dati 
al web delle Informazioni e delle Entità
Dati 
Descrizione Elementare spesso codificata, di una cosa, di una transazione, di un avvenimento o di altro
Dati 
Informazioni
Dati 
Informazioni 
Scopo dell’Elaborazione delle Informazioni: 
“Ridurre Incertezza” e “Ridurre Ambiguità”
Dati 
Informazioni 
Le Informazioni devono essere: 
Disponibili 
Consistenti 
Inequivocabili 
Affidabili
Dati 
Informazioni 
Alle Informazioni si possono 
attribuire: 
Proprietà (persona, animale, o cosa) 
Caratteristiche (dimensioni, peso, nome, razza … ) 
Connotazioni (aspetto, particolarità, attributi … ) 
Localizzazione (Continente, Paese, Città … )
Dati 
Informazioni 
Entità
http://schema.org/docs/full.html
Why Use Microdata? 
Your web pages have an underlying 
meaning that people understand 
when they read the web pages. 
But search engines have a limited 
understanding of what is being 
discussed on those pages.
Why Use Microdata? 
By adding additional tags to the 
HTML of your web pages … you can 
help search engines and other 
applications better understand your 
content and display it in a useful, 
relevant way.
Itemscope & Itemtype 
<div> 
<h1>Avatar</h1> 
<span>Director: James Cameron (born August 16, 1954)</span> 
<span>Science fiction</span> 
<a href="../movies/avatar-theatrical-trailer.html">Trailer</a> 
</div> 
“To begin, identify the section of the page that is "about" the movie Avatar. To 
do this, add the itemscope element to the HTML tag that encloses information 
about the item, like this:”
Itemscope & Itemtype 
<div itemscope> 
<h1>Avatar</h1> 
<span>Director: James Cameron (born August 16, 1954)</span> 
<span>Science fiction</span> 
<a href="../movies/avatar-theatrical-trailer.html">Trailer</a> 
</div> 
By adding itemscope, you are specifying that the HTML contained in the 
<div>...</div> block is about a particular item. 
But it's not all that helpful to specify that there is an item being discussed 
without specifying what kind of an item it is. You can specify the type of item 
using the itemtype attribute immediately after the itemscope.
Itemscope & Itemtype 
<div itemscope itemtype="http://schema.org/Movie"> 
<h1>Avatar</h1> 
<span>Director: James Cameron (born August 16, 1954)</span> 
<span>Science fiction</span> 
<a href="../movies/avatar-theatrical-trailer.html">Trailer</a> 
</div>
Itemprop 
What additional information can we give search engines about the 
movie Avatar? 
Movies have interesting properties such as actors, director, ratings. 
To label properties of an item, use the itemprop attribute. 
For example, to identify the director of a movie, add 
itemprop="director" to the element enclosing the director's name.
Itemprop 
<div itemscope itemtype="http://schema.org/Movie"> 
<h1 itemprop=“name”>Avatar</h1> 
<span>Director: <span itemprop=“director”> James Cameron</span> (born 
August 16, 1954)</span> 
<span>Science fiction</span> 
<a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a> 
</div> 
This specifies that the item contained in the div is in fact a Movie, as defined in 
the schema.org type hierarchy. Item types are provided as URLs, in this case 
http://schema.org/Movie
http://schema.org/Person
Nesting Properties 
Prima… 
<div itemscope itemtype="http://schema.org/Movie"> 
<h1 itemprop=“name”>Avatar</h1> 
<span>Director: <span itemprop=“director”> James Cameron</span> (born August 16, 
1954)</span> 
<span>Science fiction</span> 
<a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a> 
</div> 
Dopo… 
<div itemscope itemtype=http://schema.org/Movie> 
<h1 itemprop="name">Avatar</h1> 
<div itemprop="director" itemscope itemtype=http://schema.org/Person> 
<span>Director: <span itemprop="givenName"> James</span> <span 
itemprop="familyName">Cameron</span> (born August 16, 1954)</span> 
<meta itemprop="birthDate" content ="1954-08-16" /> 
</div> 
<span>Science fiction</span> 
<a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> 
</div>
http://www.google.com/webmasters/tools/richsnippets
Meta Tags with Content 
http://schema.org/docs/gs.html#advanced 
“Sometimes, a web page has 
information that would be valuable to 
mark up, but the information can't be 
marked up because of the way it 
appears on the page.” 
This technique should be used sparingly. Only use meta with content for 
information that cannot otherwise be marked up.
Come Procedere 
Alcuni consigli pratici
Sviluppare un modello 
Puoi utilizzare Schema per qualsiasi tipologia di sito 
(Travel, Ecommerce, Legale, Produzione, Adult Entertainment…)
Hotel Proprietà 
Brand 
Location 
Caratteristiche 
# stelle 
Piscina 
Immagini 
News & 
Eventi
Immagini Artista/Produttore 
Location 
Website 
Genre 
Proprietà 
Brand 
Location 
About
Header 
MainContentofPage Sidebar 
Footer
Provare e provare di nuovo! 
Ci vogliono diverse iterazioni per arrivare ad un modello accettabile e 
che funzioni con il tuo CMS. 
Devi essere meticoloso! Più contenuto riesci a fare markup e meglio è!
Sante J. Achille 
• Ingegnere che si occupa di web dal 1994 (quando lo 
scoprì). 
• Ha analizzato/ottimizzato/posizionato molti siti 
(grandi, piccoli di PMI e multinazionali) in 20 anni 
di attività professionale 
• Offre servizi SEO & ADWORDS Multilingua 
avvalendosi di un network di Professionisti 
internazionali 
• Ama proverbi e le usanze popolari 
• Il suo motto preferito: Why Be Normal? 
• Sogna un mondo in cui tutti pensano … 
@sjachille 
Ulteriori Informazioni: 
https://www.google.com/search?q=sante+j.+achille 
e 
https://www.evernote.com/pub/sjachille/cv

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Smx Milano 2014 Semantic SEO with Schema.org

  • 1. Semantic Search wants Structured Data! (#smx #13A) Dal web dei Documenti e Dati al web delle Informazioni e delle Entità
  • 2. Dati Descrizione Elementare spesso codificata, di una cosa, di una transazione, di un avvenimento o di altro
  • 4. Dati Informazioni Scopo dell’Elaborazione delle Informazioni: “Ridurre Incertezza” e “Ridurre Ambiguità”
  • 5. Dati Informazioni Le Informazioni devono essere: Disponibili Consistenti Inequivocabili Affidabili
  • 6. Dati Informazioni Alle Informazioni si possono attribuire: Proprietà (persona, animale, o cosa) Caratteristiche (dimensioni, peso, nome, razza … ) Connotazioni (aspetto, particolarità, attributi … ) Localizzazione (Continente, Paese, Città … )
  • 8.
  • 10. Why Use Microdata? Your web pages have an underlying meaning that people understand when they read the web pages. But search engines have a limited understanding of what is being discussed on those pages.
  • 11. Why Use Microdata? By adding additional tags to the HTML of your web pages … you can help search engines and other applications better understand your content and display it in a useful, relevant way.
  • 12. Itemscope & Itemtype <div> <h1>Avatar</h1> <span>Director: James Cameron (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html">Trailer</a> </div> “To begin, identify the section of the page that is "about" the movie Avatar. To do this, add the itemscope element to the HTML tag that encloses information about the item, like this:”
  • 13. Itemscope & Itemtype <div itemscope> <h1>Avatar</h1> <span>Director: James Cameron (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html">Trailer</a> </div> By adding itemscope, you are specifying that the HTML contained in the <div>...</div> block is about a particular item. But it's not all that helpful to specify that there is an item being discussed without specifying what kind of an item it is. You can specify the type of item using the itemtype attribute immediately after the itemscope.
  • 14. Itemscope & Itemtype <div itemscope itemtype="http://schema.org/Movie"> <h1>Avatar</h1> <span>Director: James Cameron (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html">Trailer</a> </div>
  • 15. Itemprop What additional information can we give search engines about the movie Avatar? Movies have interesting properties such as actors, director, ratings. To label properties of an item, use the itemprop attribute. For example, to identify the director of a movie, add itemprop="director" to the element enclosing the director's name.
  • 16. Itemprop <div itemscope itemtype="http://schema.org/Movie"> <h1 itemprop=“name”>Avatar</h1> <span>Director: <span itemprop=“director”> James Cameron</span> (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a> </div> This specifies that the item contained in the div is in fact a Movie, as defined in the schema.org type hierarchy. Item types are provided as URLs, in this case http://schema.org/Movie
  • 17.
  • 19. Nesting Properties Prima… <div itemscope itemtype="http://schema.org/Movie"> <h1 itemprop=“name”>Avatar</h1> <span>Director: <span itemprop=“director”> James Cameron</span> (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html” itemprop=“trailer”>Trailer</a> </div> Dopo… <div itemscope itemtype=http://schema.org/Movie> <h1 itemprop="name">Avatar</h1> <div itemprop="director" itemscope itemtype=http://schema.org/Person> <span>Director: <span itemprop="givenName"> James</span> <span itemprop="familyName">Cameron</span> (born August 16, 1954)</span> <meta itemprop="birthDate" content ="1954-08-16" /> </div> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a> </div>
  • 21.
  • 22. Meta Tags with Content http://schema.org/docs/gs.html#advanced “Sometimes, a web page has information that would be valuable to mark up, but the information can't be marked up because of the way it appears on the page.” This technique should be used sparingly. Only use meta with content for information that cannot otherwise be marked up.
  • 23. Come Procedere Alcuni consigli pratici
  • 24. Sviluppare un modello Puoi utilizzare Schema per qualsiasi tipologia di sito (Travel, Ecommerce, Legale, Produzione, Adult Entertainment…)
  • 25. Hotel Proprietà Brand Location Caratteristiche # stelle Piscina Immagini News & Eventi
  • 26. Immagini Artista/Produttore Location Website Genre Proprietà Brand Location About
  • 28. Provare e provare di nuovo! Ci vogliono diverse iterazioni per arrivare ad un modello accettabile e che funzioni con il tuo CMS. Devi essere meticoloso! Più contenuto riesci a fare markup e meglio è!
  • 29.
  • 30. Sante J. Achille • Ingegnere che si occupa di web dal 1994 (quando lo scoprì). • Ha analizzato/ottimizzato/posizionato molti siti (grandi, piccoli di PMI e multinazionali) in 20 anni di attività professionale • Offre servizi SEO & ADWORDS Multilingua avvalendosi di un network di Professionisti internazionali • Ama proverbi e le usanze popolari • Il suo motto preferito: Why Be Normal? • Sogna un mondo in cui tutti pensano … @sjachille Ulteriori Informazioni: https://www.google.com/search?q=sante+j.+achille e https://www.evernote.com/pub/sjachille/cv

Editor's Notes

  1. Buon pomeriggio a tutti – continuiamo a parlare di semantic search e di come lo possiamo sfruttare per aumentare la quantità e migliorare la qualità del traffico sui nostri siti.
  2. C’è una differenza tra DATI ed INFORMAZIONI: Ad esempio sono dati i valori della temperatura raccolti negli ultimi 100 anni …
  3. I dati diventano informazioni quando viene sviluppata un’analisi che interpreta il dato ed identifica un trend sull’andamento della temperatura