The document discusses the concept of Semantic SEO and its importance in e-commerce, emphasizing how structured data can enhance visibility and communicate a value proposition effectively. It highlights the challenges of traditional SEO, such as the loss of variety due to fierce price competition and provides insights on implementing Semantic SEO using tools like GoodRelations. Additionally, it outlines practical steps to mark up web pages and improve search engine crawling to achieve high-precision value articulation.

1. Advertising with
Linked Data in Web Content
From Semantic SEO to E-Commerce on the Web 3.0
Prof. Dr. Martin Hepp
mhepp@computer.org

2. About me
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3. You all use Web Search Engines...
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4. They are our magic goggles...
(picture of me with funny goggles)
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5. ... into the Giant Graph of Information,
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6. ...which is
The World Wide Web
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7. What’s SEO?
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8. SEO for Researchers
• For a given Web site S with the set of
individual HTML pages H, increase the
arithmetic mean
• of the position x in the organic search
result pages R of all Web users that are
searching for topics that match your
profile.
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9. SEO for People
• Pimp up my Web site for Google
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10. What’s SEO,
Really?
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11. 1. Being visible for potential buyers
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12. 2. Articulating the value proposition
But: Often flattened to just the price tag…
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13. 3. For a large number of items
Example Number of
Products
BestBuy > 400 k
Amazon > 4 Mio.
Typical small shops 1 … 10 k items
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14. Specificity
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15. Key Driver of Search Costs
Specificity
„How much you lose when you can‘t use a
good for what it was designed.“
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16. Growth in Specificity
1920: 5168 Types of Goods
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17. Examples
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18. Examples
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19. Examples
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20. What’s the
Problem?
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21. Loss of Variety and Detail
Many Different Variety in
Preferences
Products Web Search
Manufacturers & Retailers Consumers
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22. What happens?

23. Overly Fierce Price Competition
Only 1 – 2 Product Models Considered
Comparison Shopping on the Small Subset
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24. Businesses work hard to articulate
their value proposition…
…but fail to keep their message
intact over the wire!
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25. The WWW: A Giant Data Shredder
Source: Recipient:
Structured Data Unstructured Text
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26. What’s Semantic
SEO?
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27. Semantic SEO
Using data to articulate
product master
your value proposition Web
over the
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28. Principle: Small Data Packets Inside Your Page
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29. What is GoodRelations?
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30. What is GoodRelations, Take 1:
The piece of the cake that Google chose.
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31. What is GoodRelations, Take 2:
BestBuy Overstock.com
O’Reilly Media
The first Web ontology used by several
Fortune 500 companies on their Web
sites
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32. 1. A clear business value
• Preserving your value proposition over the
WWW
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33. Semantic SEO: Immediate Effects
• Google Rich Snippets
• Improved Yahoo Rendering
• Ranking / Information Entropy
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34. Semantic SEO: Near-term Effects
• Linking Datasheets & Offers
• Linking Offers & Location Info
• Semantic Affiliate Marketing
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35. 2. A healthy ecosystem
Shop Extensions Tools
Applications
Data
Incentives Documentation
http://www.ebusiness-unibw.org/wiki/GoodRelations
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36. 3. Six Sigma Engineering
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37. GoodRelations Scope
Stores Prices Features
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38. How can I use
Semantic SEO?
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39. 1. Mark-up your “about” page
http://www.myshop.com/
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40. 2. Mark-up your “item” page template
http://www.myshop.com/products/product123
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41. 3. Mark-up your “stores” page template
http://www.myshop.com/stores/
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42. 4. Link the pages semantically
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43. 5. Help search engines crawl your data
• robots.txt with pointer to sitemap URI
• sitemap.xml with proper lastmod
attribute
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44. Impact: High-Precision Value Articulation
and AND Feeding Search Engines
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45. Page Size and Loading Time: No Problem
Main Page (KB) Product Item Page (KB)
HTML Total HTML Total
Regular BestBuy
Amazon
102
187
815
736
236
286
1536
712
Pages eBay 54 445 75 849
Mean 114 665 199 1032
Main Page Product Item Page
Increase Minimal
HTML
1,40%
Total
0,24%
HTML
1,31%
Total
0,25%
by GoodRelations Full 2,19% 0,38% 3,22% 0,62%
in RDFa With
Features
n/a n/a 6,03% 1,16%
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46. The Product Ontology
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47. Bollard
Image credit: This work has been released into the public domain by its author, KVDP at the wikipedia project.
http://en.wikipedia.org/wiki/File:Retractible_Bollard.JPG
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48. Fire Extinguisher
Image credit: Photo taken by icsan, available under CC BY 2.0 from
http://www.flickr.com/photos/ictsan/3025912014
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49. Bramborák
Image credit: Photo by Oleh Petriv/Ludek, available under CC BY 2.5
http://cs.wikipedia.org/wiki/Soubor:Bramboracky.jpg
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50. www.productontology.org
• 300 – 600k precise OWL DL class definitions
• Compatible with GoodRelations and Facebook
Open Graph Protocol
• Tightly coupled with the evolution of Wikipedia
• Up to 100 translations
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51. Hashtag: #goodrelations
User ID: @mfhepp
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52. Thank you!
Prof. Dr. Martin Hepp
Chair of General Management and E-Business
Universitaet der Bundeswehr Muenchen
Werner-Heisenberg-Weg 39
D-85579 Neubiberg, Germany
Phone: +49 89 6004-4217
Fax: +49 89 6004-4620
http://www.unibw.de/ebusiness/
http://purl.org/goodrelations/
mhepp@computer.org
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