Future SEO Vistas 2012

FUTURE SEO VISTAS
THE SEMANTIC WEB &
INTERNET OF THINGS

BRIGHTON SEO
13TH APRIL 2012

1

Philip Sheldrake
Blog www.philipsheldrake.com
Meanwhile www.wearemeanwhile.com
LinkedIn /in/philipsheldrake
Twitter @sheldrake

Author, The Business of Influence, Wiley 2011
Book website www.influenceprofessional.com

2 13th April 2012 / Creative Commons Attribution Share Alike License 2.0 England and Wales

Your role, imho

Today:

Improving the visibility of a website or a web page in search
engines' "natural," or un-paid ("organic" or "algorithmic"), search
results. [Wikipedia] For the website owner.

Tomorrow:

Improving the presentation, discoverability, machinability and
usefulness of data, information and knowledge. For all
stakeholders.


“Web 3.0”
“The Web of Data”

THE SEMANTIC WEB


Web 3.0

Whilst there is some confusion over the term, most people use
“Web 3.0” to refer to the Semantic Web. I do.

Either way, the label is a bit of a distraction, but marketers love
it, so what can I say!


Web 3.0 cont.

Web 3.0 is about the Web itself understanding the meaning of
web content and social web participation.

The Web becomes a universal medium for data, information
and knowledge exchange.

The Semantic Web converts the current web of unstructured
documents into a "web of data” building on the W3C's Resource
Description Framework (RDF).


Triples

A hypothesis of the Semantic Web is that meaning can be
conveyed via expressions known as triples:

Subject Predicate Object
(resource) (property) (value)

Kathryn Bigelow Directed Hurt Locker

Mark Boal Wrote Hurt Locker

Hurt Locker Stars Jeremy Renner


RDF

Resource Description Framework (RDF) is a language at the heart
of the Semantic Web for expressing data models using
statements expressed as triples.

And the secret sauce?... to avoid ambiguities, each and every
subject, predicate and object of a triple can be referred to
uniquely with a URL (objects can have literal values too however).


Local and global
Subject Predicate Object
(resource) (property) (value)

Philip Sheldrake Knows Doc Searls

We could define all three of these locally, in our own little worlds,
but all three are likely to be referred to elsewhere too.

And that‟s where the power of the Semantic Web starts to kick in.


The subject and object

I‟m not the one and only Philip Sheldrake.
Eg, Professor Philip Sheldrake is a Professorial Research Fellow in the Department of
Theology and Religion at Durham University.

So how do we define me uniquely? Well, with reference to:

http://sheldrake.myopenid.comor
http://philipsheldrake.com or
http://www.google.com/profiles/philip.sheldrake.

Similarly, Doc Searls may be http://searls.com.


The predicate

But what about the concept of “knows”?

What does “knows” mean to you right now?

What about in different social contexts?

How might other cultures and languages regard “knows”?

Eg, The French language has “savoir” & “connaître”.


The predicate cont.

Well FOAF (Friend Of A Friend) is a machine-readable ontology /
vocabulary describing persons, their activities and their relations
to other people and objects.

To invoke reference to the FOAF ontology we write:

<rdf:RDFxmlns:foaf=http://xmlns.com/foaf/0.1/>

At that URI we will find a definition of “knows”:

http://xmlns.com/foaf/spec/#term_knows


The resultant triple

So now, when we express a statement as a triple like

Subject - http://philipsheldrake.com

Predicate - foaf:knows

Object - http://searls.com

there is no ambiguity as to what it means.

[Note: this format is for explanation purposes only and does not constitute sound syntax!]


The full potential

I referred earlier to the Semantic Web‟s full potential, and that
full potential is described by a vision known as Linked Data.

Tim Berners-Lee‟s four principles of Linked Data, paraphrased:
1. Use URIs to identify things

2. Use HTTP URIs so that these things can be referred to and looked up
("dereferenced") by people and user agents

3. Provide useful information about the thing when its URI is dereferenced, using
standard formats such as RDF/XML

4. Include links to other, related URIs in the exposed data to improve discovery
of other related information on the Web.


LinkedData image

Linking Open Data datasets, September 2011
http://en.wikipedia.org/wiki/File:LOD_Cloud_Diagram_as_of_September_2011.png


Google getting more semantic

Wall Street Journal
March 15, 2012

Google Gives Search a Refresh

By AMIR EFRATI

Google Inc. is giving its tried-and-true Web-search formula a makeover as it tries to fix the
shortcomings of today's technology and maintain its dominant market share.

Over the next few months, Google's search engine will begin spitting out more than a list of blue
Web links. It will also present more facts and direct answers to queries at the top of the search-
results page.

http://online.wsj.com/article/SB10001424052702304459804577281842851136290.html


See Linked Data in action

Visit http://www.visualdataweb.org/relfinder/relfinder.php

Type "Million Dollar Baby" in the 1st box

Type "Letters from Iwo Jima" in the 2nd box

…selecting the first result the engine finds for both.

Now click "Find Relations" and sit back and feel the power of the
semantic Web! Click the boxes with rounded corners.

Movie databases are one of the first data sources to be RDF‟d, but this kind of analysis will
become increasingly possible in Semantic Web browsers whatever your search terms as the
Semantic Web continues to grow.


Tim Berners-Lee on the Semantic Web

http://www.youtube.com/watch_popup?v=HeUrEh-nqtU


Machined media

Paid – Pay others to have your message on their media

Owned – This media is (actually or effectively) mine; I can
publish what I like

Earned – Media relations, stakeholder conversations, user-
generated content, endorsements (or otherwise)

Machined – content that is automatically discovered, presented
and published by machines for humans.


(Today‟s) Facebook is dead

The Web of Data exposes connections, correlations, relationships.

Business models that monetize network effects – where the
analytical and commercial power accrues to the host with the
largest dataset so even more data is attracted gravitationally –
are dead.

Eventually.

Discovery is the new search. The new social graph is truly open.


THE INTERNET OF THINGS


Defining the Internet of Things

The Internet of Things refers to a network of objects not
historically connected. We can consider four kinds of objects:
 The device containing electronics in order to fulfil its primary function

(eg, washing machine, car, aircon unit)

 The electrical device traditionally absent of sophisticated electronics

(eg, lighting, heating, power distribution)

 Non-electrical objects

(eg, food and drink packages, animals, clothing)

 Environmental sensors

(eg, for variables such as temperature, ambient sound and moisture).


IBM Internet of Things video

http://www.youtube.com/watch_popup?v=sfEbMV295Kk


How many things?

Number of things on the
Internet.

Typical forecast for 2020.
Global
human
popn.


Digital detritus

Each and every one of us is going to be kicking off more data –
what some refer to as our digital exhaust or digital footprint.

I like to call it digital detritus.

Detritus – discarded organic matter that‟s then decomposed by
microorganisms and re-appropriated by animal and plant life.

Interestingly analogous then to our regard for and treatment of
this data we‟re all shedding.


Digital detritus cont.

We collect the click path of visitors‟ interactions with our website
today, but we can‟t yet access the data describing their use of
physical products.

We can invite customers to share their location data with us, but
we can‟t yet help them review their transport carbon footprint.

We will soon.


Digital detritus cont.

We can encourage the consumer to reap the anticipated
advantages of greener products and services, but we can‟t
identify the actual advantage they achieve and reflect it back at
them.

We can market a food product‟s expected role in a balanced diet,
but not the specific role it plays in a particular household‟s diet.

We will soon.


The Internetome

I call the manifestations of the Internet of Things – the properties
that result from enmeshing the analogue and digital worlds – the
Internetome.

If emergent behaviours stem from the 2 billion humans on
today‟s social web, we can expect something similar from the
„real world‟ interacting with many tens of billions of things.

The Internetome itself might become an organizational
stakeholder of sorts.


SO?


Big Data. Big Info. Big Knowledge.

the web + semantic web + internet of things

= really big.

Data – discrete, objective facts, signals or symbols devoid of context and
interpretation and therefore of no meaning or value.

Information – the result of structuring or organizing data in such a way as to give
it meaning and relevance for specific purpose or in a specific context.

Knowledge – the result of structuring or organizing information in such a way that
it helps to form a framework for the incorporation of further information and aids the
evaluation of the world, accruing experience, expertise and know-how.


The marketing professional

Engaged in the process by which companies create value for
customers and build strong customer relationships in order to
capture value from customers in return.

Principles of Marketing (5th European ed.), Philip Kotler, Gary Armstrong, Veronica Wong, John Saunders, 2008, Pearson
Education, ISBN 978-0273711568


The public relations professional

Engaged in the planned and sustained effort to influence opinion
and behaviour, and to be influenced similarly, in order to build
mutual understanding and goodwill.

http://www.philipsheldrake.com/2011/11/public-relations-defined-%E2%80%93-the-anatomy-of-a-candidate-definition-ver-
0-2/


Flows of data, information & knowledge

An organization‟s place in the world will increasingly become
defined by the related flows of data, information and knowledge.

Such flows constitute influence flows when they lead a
stakeholder to do something they wouldn‟t otherwise have done
or think something they wouldn‟t otherwise have thought.

The Six Influence Flows


The influence professional

The influence professional knows that the ease and effectiveness
with which we manage and learn from influence flows is integral
to the ways all stakeholders interact with organizations to broker
mutually valuable, beneficial relationships.


Your role

Content for content‟s sake may drive transactional volume (eg,
clicks) but contributes little to long-term engagement, or
reputation building, or the formation of trusted, loyal and
valuable relationships.

You can help an organization learn what the world needs, and
identify when it has the data, information or knowledge to meet
that need.


Your role cont.

Your role is increasingly related to the practice of the influence
professional.

It entails identifying, preparing, publishing and maintaining data,
information and knowledge, and establishing and developing the
systems needed to do so, so that the organization ishelpful,
valuable and influential to all stakeholders…

past, present and future customers, employees, citizens,
partners, etc.


Reading

http://semanticweb.org

http://en.wikipedia.org/wiki/Semantic_Web

http://linkeddata.org

http://en.wikipedia.org/wiki/Linked_data

http://www.cambridgesemantics.com/semantic-university

http://en.wikipedia.org/wiki/Internet_of_Things

http://www.readwriteweb.com/archives/internet-of-things

http://www.philipsheldrake.com - my blog 


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