Schema.org is a joint effort between major search engines to create a shared schema for markup on web pages. This markup helps search engines understand page content and provide richer search results. It also makes it easier for webmasters to decide on a markup standard. The presentation discusses using Schema.org markup for learning resources.

1. Learning resource
metadata for schema.org
Webinar starts at 15:00, please use
any time before then for set up and
testing

2. Learning resource
metadata for schema.org
Phil Barker
JISC CETIS phil.barker@hw.ac.uk
Heriot-Watt University @philbarker
Dan Brickley, Greg Grossmeier,
Schema.org Creative Commons

3. Outline
• schema.org: who, what, why
• schema.org and learning resources
• LRMI: who what why
• Questions and answers / discussion

4. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

5. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

6. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

7. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

8. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

9. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

10. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

11. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

12. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

13. …joint effort … supported by major search engines…

14. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

15. …easier for people to find relevant information…

16. Will schema.org increase page rank?
Probably not, but there is more to making information
easier to find than that
http://blogs.cetis.ac.uk/philb/2012/05/25/will-using-schemaorg-metadata-improve-my-google-rank/

17. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

18. … on-page markup …
Web page about me

19. 1. <div>
2. <h1>Phil Barker </h1>
3. <img src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

20. … on-page markup …
Information about me

21. 1. <div>
2. <h1>Phil Barker </h1>
3. <img src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

22. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1>Phil Barker </h1>
3. <img src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

23. … on-page markup …
my name photo of me

24. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1>Phil Barker </h1>
3. <img src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

25. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1 itemprop=“name”>Phil Barker</h1>
3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

26. … on-page markup …
about my employer

27. … on-page markup …
my employer’s address

28. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1 itemprop=“name”>Phil Barker</h1>
3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
9. Edinburgh, EH14 4AS<br />
10. <strong>Tel.</strong> 0131 451 3278<br />
11. <strong>Fax.</strong> 0131 451 3327<br />
12. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
13. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
14. </p>
15. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

29. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1 itemprop=“name”>Phil Barker</h1>
3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <span itemprop=“affiliation” itemscope
itemtype=“http://schema.org/CollegeOrUniversity”>
9. <a href="http://www.hw.ac.uk/">Heriot-Watt University</a>,<br />
10. Edinburgh, EH14 4AS<br/>
11.</span>
12. <strong>Tel.</strong> 0131 451 3278<br />
13. <strong>Fax.</strong> 0131 451 3327<br />
14. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
15. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
16. </p>
17. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>
…

30. 1. <div itemscope itemtype=“http://schema.org/Person”>
2. <h1 itemprop=“name”>Phil Barker</h1>
3. <img itemprop="image" src="philb.jpg" alt="mug shot of me”/>
4. <p> <strong>Learning Technology Adviser</strong><br />
5. <a href="http://www.icbl.hw.ac.uk/”>Institute for Computer Based
Learning</a>,<br />
6. <a href="http://www.macs.hw.ac.uk/“ >School of Mathematical and
Computer Sciences</a><br />
7. Mountbatten Building<br />
8. <span itemprop=“affiliation” itemscope
itemtype=“http://schema.org/CollegeOrUniversity”>
9. <a itemprop=“url” href="http://www.hw.ac.uk/">
10. <span itemprop=“name”>Heriot-Watt University</span></a>,<br />
11. Edinburgh, EH14 4AS<br/>
12.</span>
13. <strong>Tel.</strong> 0131 451 3278<br />
14. <strong>Fax.</strong> 0131 451 3327<br />
15. <strong>Email</strong> <a
href="mailto:Phil.Barker@hw.ac.uk">Phil.Barker@hw.ac.uk</a><br />
16. <strong>Homepage</strong> <a
href="http://www.icbl.hw.ac.uk/~philb/">http://www.iclb.hw.ac.uk/~philb</a>
17. </p>
18. <p>My main interests are supporting the use of learning technology at
Universities, particularly through supporting the discovery and selection
of appropriate resources. My main areas of work are ...</p>

31. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

32. … search engines understand the information …
Rich Snippets Testing Tool
http://www.google.com/webmasters/tools/richsnippets
Item
Type: http://schema.org/person
image = http://www.icbl.hw.ac.uk/~philb/philb.jpg
name = Phil Barker
jobtitle = Learning Technology Adviser
affiliation = Item( 1 )
Item 1
Type: http://schema.org/collegeoruniversity
url
text = Heriot-Watt University
href = http://www.hw.ac.uk/
name = Heriot-Watt University

33. …joint effort … supported by major search engines…
<meta name=“keywords”...>
<meta name=“DC.title” content=“...”>
<link rel=“DCTERMS.subject” href=“....”>

34. …joint effort … supported by major search engines…
The difference is trust
<meta name=“keywords”...>
<meta name=“DC.title” content=“...”>
<link rel=“DCTERMS.subject” href=“....”>
Google doesn’t trust invisible metadata

35. …joint effort … supported by major search engines…
RDFa (and more)
Our approach is "Microdata and more". As
implementations and services begin to consume RDFa
1.1, publishers with an interest in mixing schema.org
with additional vocabularies, or who are using tools
like Drupal 7, may find RDFa well worth exploring.
http://blog.schema.org/2012/06/semtech-rdfa-microdata-and-more.html

36. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

37. easier for webmasters
• All info in one place:
http://schema.org
• Forgiving of simplification, e.g.
<span itemprop=“author”>Phil Barker</span>
• No philosophy, e.g. “httpRange-14”
<a itemprop=url href=“http://people.pjjk.net/phil”>

38. Useful support links
• http://schema.org/
• Official schema blog: http://blog.schema.org/
• Development discussion: Public-vocabs@w3.org
http://lists.w3.org/Archives/Public/public-vocabs/
• Google testing tool:
http://www.google.com/webmasters/tools/richsnippets
• Google schema.org faq:
http://support.google.com/webmasters/bin/answer.py?
hl=en&answer=1211158

39. Schema.org is a joint effort, in the spirit of sitemaps.org,
to improve the web by creating a structured data markup
schema supported by major search engines. On-page
markup helps search engines understand the information
on web pages and provide richer search results. A
shared markup vocabulary makes easier for webmasters
to decide on a markup schema and get the maximum
benefit for their efforts. Search engines want to make it
easier for people to find relevant information on the web.
Markup can also enable new tools and applications that
make use of the structure.
Schema.org FAQ http://schema.org/docs/faq.html

40. A shared markup vocabulary
(some) schema.org types

41. A shared markup vocabulary
(some) schema.org types

42. A shared markup vocabulary
(some) schema.org types

43. A shared markup vocabulary
(some) schema.org types

44. A shared markup vocabulary
(some) schema.org item properties
Thing
description,
image,
name,
url

45. A shared markup vocabulary
(some) schema.org item properties
Creative Work
about,
author,
copyrightHolder,
dateCreated,
publisher,
sourceOrganization
and many more....
plus
description, image, name, url
from Thing

46. Principles of physics
Published: 1994
Author: Hans C. Ohanian
ISBN:0-393-96575-9
Subjects covered: physics,
Academic level: First year undergraduate
Resource type: Text book
Format: Hardback, no dustwrapper
Price: £40

47. Item
Type: http://schema.org/book
name = Principles of physics
author = Item( 1 )
isbn = 0-393-96575-9
about = Item( 2 )
genre = Text book
bookformat = http://schema.org/Hardback
offers = Item( 3 )
Item 1
Type: http://schema.org/person
url
text = Hans C. Ohanian
href = http://www.librarything.com/author/ohanianhansc
name = Hans C. Ohanian
Item 2 Item 3
Type: http://schema.org/intangible Type: http://schema.org/offer
url = http://example.com/physics price = £40
name = physics pricecurrency = GBP

48. Licence and attribution
By Phil Barker <phil.barker@hw.ac.uk>, JISC
CETIS <http://jisc.cetis.ac.uk>
This work is licensed under the Creative Commons
Attribution 3.0 Unported licence.
To view a copy of this licence, visit
http://creativecommons.org/licenses/by/3.0/ or send a
letter to Creative Commons, 171 Second Street, Suite
300, San Francisco, California 94105, USA.

52. Technical Working Group
 Sheryl Abshire, Calcasieu Parish Public School System
 Phil Barker, JISC CETIS
 Kurt Bollacker, Applied Minds
 Brian Carver, UC Berkeley School of Information
 Cable Green, Creative Commons
 Greg Grossmeier, Creative Commons
 Charlie Jiang, Microsoft
 Michael Johnson, Full Potential Associates
 Mike Linksvayer, Creative Commons
 Joshua Marks, Curriki
 Brandt Redd, Gates Foundation
 Colin Smythe, IMS Global
 Stuart Sutton, Dublin Core Metadata Initiative
 Randy Wilhelm, netTrekker
 Lee Wilson, PCI Educational Publishing

53. Metadata Standard Development

54. Standards by Randal Monrow licensed under a Creative Commons Attribution NonCommercial 2.5 license.

55. Homework.

57. Discussion

58. Mutt 1.5.21--[0/486 msgs, 1 postp, 16 inc, 11M]--(=CC/LRMI)

59. Mutt 1.5.21--[0/ 486 msgs
, 1 postp, 16 inc, 11M
]--(=CC/LRMI)

61. Drafting

62. http://wiki.creativecommons.org/LRMI
http://wiki.creativecommons.org/LRMI/Properties

64. Talking

65. greg@x200s:~/Ubuntu One/CC/LRMI/Conference Call Recordings$ ls -alh
total 99M
drwxr-xr-x 2 greg greg 4.0K May 3 21:07 .
drwxr-xr-x 25 greg greg 4.0K May 23 17:01 ..
-rw-r--r-- 1 greg greg 21M Feb 24 22:48 LRMI-20110817.mp3
-rw-r--r-- 1 greg greg 12M Feb 24 22:47 LRMI-20110831.mp3
-rw-r--r-- 1 greg greg 42M Feb 24 22:49 LRMI-20111019.mp3
-rw-r--r-- 1 greg greg 26M May 3 21:07 LRMI-20120503.mp3

66. Produce anything?

67. 1.0

70. But wait!

74. 8 included
6 actively discussing/reviewing
10 preliminary

75. Unification.

76. Thing
↳ Intangible
↳ Audience
↳ EducationalAudience
 educationalRole

77. ????

78. Example?