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If youre-not-writing-content-for-machines-print
The document discusses the evolution of the web from Web 1.0, which focused on linking documents, to Web 2.0, which emphasizes linking people, and finally to Web 3.0, which connects data meaningfully. It highlights the need for machine-readable code to allow better interpretation of information by machines and mentions schema.org as a key tool for webmasters to mark up data. The document addresses the adoption of these standards across various sectors and suggests that even small businesses can benefit from implementing such technologies.
If youre-not-writing-content-for-machines-print
- 1. Write Content for Machines orLeave Money on the Table
- 2. ©2017 Did you knowthat when you see this?...
- 3. ©2017 Machines see this?... JPEGText Text Text Text Text Text JPEG JPEGJPEGJPEGJPEG JPEGJPEGJPEG Big Headline Smaller Headline Smaller HeadlineSmaller Headline Smaller Headline Even Smaller Headline Even Smaller HeadlineEven Smaller Headline Smaller Headline Even Smaller Headline Even Smaller Headline Even Smaller Headline Even Smaller Headline Widget
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- 7. ©2017 Machines! …and the computersystems that run them!
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- 9. ©2017 A VAGUE, BUTEXCITING IDEA
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- 11. ©2017 1989 March This is foreveryone!
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- 15. ©2017 Web of Documents Bymid-1994, there were 2,738 websites.
- 16. ©2017 How Search Usedto Work
- 17. ©2017 How Search Usedto Work • Users of the Web would use comma separated keywords, and would employ quotation marks, and symbols like * and + to “trick” the search engines into delivering the results we needed. • Search engines would match strings and return (many) pages of links for us to cull through. Because… Keywords!
- 18. ©2017 Keyword-only Approach isProblematic mole
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- 22. ©2017 THE WEB ANDSEARCH HAVE CHANGED
- 23. ©2017 How We SearchHas Changed Today… • We ask questions and search engines answer.
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- 27. ©2017 WHERE WE SEARCHHAS CHANGED
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- 32. ©2017 We Search WithinSearch Results
- 33. ©2017 We Ask QuestionsVerbally
- 34. ©2017 We Ask QuestionsVerbally The movie starts at 4:00.
- 35. ©2017 SO, SEARCH ISGETTING BETTER
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- 39. ©2017 Still true thatwhen you see this...
- 40. ©2017 Machines (including searchengines) see this... JPEG Text Text Text Text Text Text JPEG JPEGJPEGJPEGJPEG JPEGJPEGJPEG Big Headline Smaller Headline Smaller HeadlineSmaller Headline Smaller Headline Even Smaller Headline Even Smaller HeadlineEven Smaller Headline Smaller Headline Even Smaller Headline Even Smaller Headline Even Smaller Headline Even Smaller Headline Widget
- 41. ©2017 We Need toAdd Some Extra Code • to connect DATA • to make information interpretable by machines
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- 43. ©2017 Web 1.0 –Linking Documents The Web does NOT have “versions!!”
- 44. ©2017 Web 1.0 –Linking Documents
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- 46. ©2017 Web 1.0 “I see:characters + formatting + images” --my Computer
- 47. ©2017 Documents connected by… URILinks!! http://www.example.com/document.filetype
- 48. ©2017 Web 1.0 –Linking Documents Web 2.0 – Linking People
- 49. ©2017 Linking People • OurProfiles • Our Likes • Our Dislikes • Our Interests • Our Friends, Followers, Connections, and Communities • Our Opinions, Thoughts, Comments, and Reviews All connected by…
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- 51. ©2017 Web 2.0 “I see:characters + formatting + images” --my Computer
- 52. ©2017 Web 2.0 “I see:characters + formatting + images” --my Computer
- 53. ©2017 It’s hard tointerpret meaning when all you see are characters, images, and formatting. Context is critical.
- 54. ©2017 Web 1.0 –Linking Documents Web 2.0 – Linking People Web 3.0 – Linking Data
- 55. ©2017 Web 3.0 –Linking Data Album Title Price (in USD) Media Format Album Cover Band Name
- 56. ©2017 Web 3.0 –Linking Data Album Title Price (in USD) Media Format Album Cover Band Name “I see: things + relationships. This is about a collection of music.”
- 57. ©2017 Data connected by… URILinks!! http://www.example.com/document.filetype#thing
- 58. ©2017 CONTENT FOR HUMANS CONTENTFOR MACHINES
- 59. ©2017 What a webpagewithout machine- interpretable code looks like…
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- 61. ©2017 What a webpagewith machine- interpretable code looks like…
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- 64. ©2017 We’ve seen thisdynamic before! Human Readable Machine Interpretable
- 65. ©2017 We’ve seen thisdynamic before! Human Readable Machine Interpretable
- 66. ©2017 What Kind ofData Are We Adding? • Semantic Data – communicate meaning • Structured Data – follow a formal structure • Linked Data – linked by URIs Smart Data!!
- 67. ©2017 WHO’S USING THESEWEB STANDARDS?
- 68. ©2017 • Healthcare /Life Sciences • Financial Services • Manufacturing / Retail • Marketing, Advertising • SEO/SEM • Libraries • Archives • Museums • Governments • Enterprise Software Vendors Who’s Using Them?
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- 74. ©2017 • Activities • Businesses •Groups • Organizations • People • Places • Products and Entertainment • Websites OGP is used to Describe…
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- 77. ©2017 What is schema.org? “…Acollection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major search providers.”
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- 80. ©2017 Based on asample of 12 billion web pages: • ~5 million domains (6% of domains) • 15 billion entities (i.e. “things”) • 65 billion semantic statements • 2.5 billion pages (~21% of pages) -Reported in an August 2014 SemTechBiz Keynote by R. V. Guha, Google Fellow Schema.org Adoption 31% of pages (Dec. 2015)
- 81. ©2017 What is schema.org? “…Acollection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major search providers.”
- 82. ©2017 Connecting THINGS notSTRINGS!
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- 85. ©2017 e.g. TV EpisodeMarkup
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- 89. ©2017 CAN A SMALLBUSINESS BENEFIT?
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- 92. ©2017 LorisLabradors.com – After Map ContactInformation Reviews Social Media Profiles
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- 100. ©2017 DATAVERSITY.net – Articlesand Events
- 101. ©2017 DATAVERSITY.net – Articlesand Events
- 102. ©2017 DATAVERSITY.net – Articlesand Events
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- 104. ©2017 Growing Pains • Immaturetools available • Lack of understanding/misinformation • Meaning is difficult to automate • Vocabularies change.
- 105. ©2017 • Global companiesshowing as local • Old data conflicts • Entities mismatched to concepts Feeling the Pain Incorrect signals are being sent to machines.
- 106. ©2017 SCHEMA.ORG IS NOTTHE ONLY ONE
- 107. ©2017 Linking Open DataProject May, 2007
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- 111. ©2017 Wikidata is aproject of the Wikimedia Foundation: a free, collaborative, multilingual, secondary database, collecting structured data to provide support for Wikipedia, Wikimedia Commons, the other Wikimedia projects, and well beyond that.
- 112. ©2017 Data from thesetrusted sources is available for you to use in your applications TODAY. Data you can LINK to.
- 113. ©2017 Semantic Data thatis machine READABLE. …and machine INTERPRETABLE!
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- 119. Questions? Operators are standingby. THANK YOU! eric@smartdataseo.com @EricAxel http://linkedin.com/in/ericfranzon Are you being seen in the Web?
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