- Google is working to make sense of data on the web by structuring it using formats like Microdata, RDFa, and Microformats. This allows them to display rich snippets for certain types of information like reviews, events, recipes, and people. - The use of structured data on websites is growing, with over 40,000 sites using Microformats and over 2,500 using RDFa. This enables richer snippets in Google search results. - Google envisions even richer snippets in the future that integrate user social graph data or multimedia semantics to provide more context and direct comparisons.

1. How Google Is Using Linked Data Today And A Vision For Tomorrow Future Internet Assembly Ghent December 16, 2010 Michael Hausenblas Raphaël Troncy Thomas Steiner (Slides partly based on work from Kavi Goel & Pravir Gupta)

2. From the Web to the Web of Data Fundamental shift: From sending bits from one host to the other towards making sense of those bits.

3. From the Web to the Web of Data BelgianChocolates.com Pralinés Deluxe Mix 2,99€ /100g Shopping Cart

4. From the Web to the Web of Data BelgianChocolates.com Pralinés Deluxe Mix 2,99€ /100g Shopping Cart Merchant Name Product Name Price Product Image

5. From the Web to the Web of Data How can website owners help Google make sense of their bits? Mark up their content using any of the following syntaxes: Microformats Microdata RDFa "[...] We realized that structured data on the Web can and should accommodate multiple encodings."

6. From the Web to the Web of Data <div xmlns:v=&quot;http://rdf.data-vocabulary.org/#&quot; typeof=&quot;v:Event&quot;> <a href=&quot;http://www.example.com/events/poisel_offenback.hmtl&quot; rel=&quot;v:url&quot; property=&quot;v:summary&quot;>Philipp Poisel in Offenbach</a> <span property=&quot;v:description&quot;>See Philipp Poisel in Offenbach</span> When: <span property=&quot;v:startDate&quot; content=&quot;2011-01-16T19:00-01:00&quot;> Jan 16, 7:00PM</span> <span property=&quot;v:endDate&quot; content=&quot;2011-01-16T21:00-01:00&quot;> 9:00PM</span> Where: <span rel=&quot;v:location&quot;> <span typeof=&quot;v:Organization&quot;> <span property=&quot;v:name&quot;>Capitol</span>, <span rel=&quot;v:address&quot;> <span typeof=&quot;v:Address&quot;> <span property=&quot;v:street-address&quot;>Kaiserstrae 106</span>, <span property=&quot;v:locality&quot;>Offenbach am Main</span>, </span> </span> <span rel=&quot;v:geo&quot;> <span typeof=&quot;v:Geo&quot;> <span property=&quot;v:latitude&quot; content=&quot;50.10945&quot;></span> <span property=&quot;v:longitude&quot; content=&quot;8.76579&quot; ></span> </span> </span> </span> </span> Category: <span property=&quot;v:eventType&quot;>Concert</span> </div> From structured mark-up on a Website...

7. From the Web to the Web of Data ...to a Rich Snippet on Google

8. Rich Snippets Formats: Reviews

9. Rich Snippets Formats: People

10. Rich Snippets Formats: Events

11. Rich Snippets Formats: Recipes

12. How do we get this data?

13. How do we get this data? With RDFa markup: <div xmlns:v=&quot;http://rdf.data-vocabulary.org/#&quot; typeof=&quot;v:Review-aggregate&quot; > <span rel=“v:itemreviewed&quot; > <h1 property=&quot;v:name&quot; > Drooling Dog Bar B Q </h1> <img rel=&quot;v:rating&quot; src=&quot;stars_map.png&quot; alt=&quot;4 star rating&quot; /> <em>based on <span property=&quot;v:count&quot;> 15 </span> reviews</em> </span> </div> With Microformats markup: <div class=&quot;hreview-aggregate&quot; > <span class=&quot;item vcard&quot; > <h1 class=&quot;fn org&quot; > Drooling Dog Bar B Q </h1> <img class=&quot;rating average&quot; src= &quot;stars_map.png&quot; alt=&quot;4 star rating&quot; /> <em>based on <span class=&quot;count&quot;> 15 </span> reviews</em> </span> </div>

14. Get your mark-up right with the testing tool

15. Adoption: pages with markup One million web pages sampled from the Internet Data from June 2010. Percentages: actually used data. Microformats RDFa Total pages 40,091 2,514 hCard / People 33,675 (13%) 1,160 Reviews 1,950 (88%) 872 (66%) Recipe 152 (53%) -- hCalendar / Event 126 (41%) -- Products 519 77

16. US/English rich snippets impressions Searches on Google with rich results 2x since Oct 2009

17. Global rich snippets impressions Searches on Google with rich results Global: 4x since Oct 2009

18. Where Rich Snippets might go Even Richer Snippets using information form the user's social graph , given she has granted access to it. Direct price comparison . Fake mock-up. Authors' private view.

19. Where Rich Snippets might go Even Richer Snippets using multimedia semantics . Fake mock-up. Authors' private view.

20. Future Internet Architecture Triple-centric Networking based on Content-centric Networking [Jacobson] Interest packets get broadcast by all nodes until a node can satisfy it. Then it responds with the data. Useful when many parties interested in the same content. Thought experiment. Authors' private view.

21. Thanks for your attention Questions? Contact: Thomas Steiner [email_address] @tomayac Slides: goo.gl/hPJdP

22. How Google Is Using Linked Data Today And A Vision For Tomorrow Future Internet Assembly Ghent December 16, 2010 Michael Hausenblas Raphaël Troncy Thomas Steiner (Slides partly based on work from Kavi Goel & Pravir Gupta)