The document discusses the evolution of the web towards a more machine-readable format through linked data and semantic web technologies. It highlights the importance of making data available in structured formats to improve search engine results and user experience. Key concepts include the adoption of schema.org for webmasters to provide metadata, resulting in enhanced discoverability and potential applications across various platforms.

1. The Next Web of Linked Data
@jaymyers
MinneBar 9

2. • Early adopter
• Semantic Web,
Linked & Open
data enthusiast
• Speaker
• BBY’er *
* thoughts in this presentation are my own and may not be shared Best Buy

3. Original Web
• Collections of documents
• Users “surfed”
• Created mostly for human consumption

4. Web of Today
• Trillions of web pages
• 5 billion web pages change every day
• 1000x more web pages on the “deep web”
• Over 60% of website visitors are machines

5. Every day we create 2.5 quintillion
bytes of data
(equivalent to 3.4 billion HD movies)

6. Linked Data
“A new form of Web content that is meaningful to computers
will unleash a revolution of new possibilities” - TBL

7. 2009

8. Five Star Open Data
Make your stuff available on the web
Make it available as structured data
Use non-proprietary formats
Use URIs to denote things, so people can
link to your data
Link your data to other data

9. RDF Ontology: FOAF
<jaymyers> <foaf:knows> <kristenwomack>
<kristenwomack> <foaf:knows> <billybob>
A machine can infer that Jay might like to know
Billy Bob

10. RDF Ontology: GoodRelations
<wafflemaker> a gr:ProductOrService ;
<wafflemaker> <gr:category> ‘Waffle_Makers’
“Show me the names of all ‘lightweight’ waffle
makers”
<wafflemaker> <gr:name> ‘Euro Cuisine 8" Heart-Shape
Waffle Maker’
<wafflemaker> <gr:weight> ”2.0"^^xsd:float .

11. dbpedia
Machine
readable
data

12. “Show me music artists whose hometown is
Minneapolis”

13. Hydra & JSON-LD
• Machine-readable vocabulary that can be
used to describe web APIs
• Puts the information back in APIs by defining
small contract that sets JSON structures and
URLs
• Creates new breed of web APIs (powered by
Linked Data) using decentralized, reusable
contracts

14. 2010

15. schema.org
• Common vocabularies that search engines
can understand
• Lower the bar for webmasters to publish
linked data on the web in their HTML
• Improve user experience through data

16. Goals
• Create a web for both humans and machines
• Entice webmasters to make metadata
available through web standards and
structured HTML
• Gain access to the meaning of web sites
• Establish relationships between data that
allow for exploration and discovery

17. Value Prop
“Give us your data in a machine-
readable format and we’ll make
your stuff more attractive in search
results”

18. Looks Like We’ve Got Something Here!
• 15% of all sites contain schema.org markup
• Many major sites
• Adoption by content systems like Drupal and
Wordpress
• Around 1200 object types and growing
(people, places, products, etc)

19. Practical Applications in Search
Yahoo! Related Entities

20. Practical Applications in Search
Yandex Islands

21. Practical Applications in Search
Google Knowledge Graph
Additional content driven
by schema.org derived
data

22. Other Applications
Pinterest Rich Pins

23. Time To Get On Board!
• US, UK gov’t
• BBC
• Flickr
• Google
• Yahoo!
• Bing
• Last.fm
• Facebook
• New York
Times
• Sears
• IBM
• O’reilly
• Volkswagen
• IMDB
• Elsevier
• Fujitsu
• Alchemy API
• Many more…

24. Thank You!
Guha, Ramanathan V. “Light at the End of the Tunnel.” 12th International Semantic Web Conference (ISWC), Sydney, NSW,
Australia. 23 October 2013. Keynote Address.
Hepp, Martin H., Dr. "Semantic SEO." GoodRelations: The Professional Web Vocabulary for E-Commerce. Dr. Martin Hepp. Web. 17
Mar. 2014.
Berners-Lee, Tim. Tim Berners-Lee: The next web. Feb 2009. Video File. http://www.ted.com. Web. 17 Mar 2014.
<http://www.ted.com/talks/tim_berners_lee_on_the_next_web >.
Condliffe, Jamie ”Over 60 Percent of Internet Traffic Driven by Bots” Gizmodo. Web. 13 Dec. 2013.
Credits and Resources