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Catching up with      Matthew Brown
Structured Data    SMX Advanced 2012
Matthew Brown
              Slideshare: MatthewBrownPDX
              Twitter: @MatthewJBrown

              matthew@audiencewise.com




http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
Structured Data = Data organized by a hierarchy or schema.
Can be organized and searched.

Linked Data = Publishing structured data so it can be accessed
at a URI.

Semantic Web = The web of globally accessible, interlinked
data.

Linked Open Data = A cloud of linked data sites that promote
open standards and linking to one another



         Basic Overview of what the ‘semantic web’ is
So where are the search engines at with
          the semantic web?




@MatthewJbrown
Google Knowledge Graph = Nothing New. More emphasis.
Image: Thos003

Bing has less semantic search results, but has deals with
               both Twitter and Facebook
Don’t sleep on Facebook. They’ve got a huge open graph of
                          data
Open
                                                  Graph




                                                Schema



Protip: Use Open Graph Markup in addition to schema, etc.
Structured Data Tools




@MatthewJbrown
Schema Creator from Raven: http://schema-creator.org/
Local Business Microdata Generator: http://microdatagenerator.org/
Rich Snippets Bookmarklet: http://www.blindfiveyearold.com/rich-
                snippets-testing-tool-bookmarklet
Bing Webmaster Tools Markup Validator
http://linter.structured-data.org – Industrial Strength
                 Structured Data Display
Sindice.com – Semantic web search engine. Good way to see what
Also be on the lookout for new proposed data schemas
Semantic Tech and Linked Data – Why
           should I care?




@MatthewJbrown
JUST MAKE GREAT CONTENT!!!111




Semantic Data can create unique content in all sorts of ways
Zip Codes from
     Data.gov




List of College Towns
    from dbpedia




Jay Myers (@jaymyers) of Best Buy advocates semantic data to
      improve customer experience. (example is mine).
BBC and the 2012 Olympics:
http://www.bbc.co.uk/blogs/bbcinternet/2012/04/sports_dynamic_semantic.html
Point Blank SEO’s guide to data visualizations:
    http://pointblankseo.com/visualizations
Getting started with semantic tech




@MatthewJbrown
http://www.seoskeptic.com/seo-semantic-web/
            Great overview of the Semantic Web here



Linked Data is stored in RDF. These are called ‘triples.’
http://www.amazon.com/Learning-SPARQL-Bob-DuCharme/dp/1449306594

         SPARQL is the query language for RDF data
http://richard.cyganiak.de/2007/10/lod/lod-datasets_2011-09-19_colored.html - Linking Open
http://www.kasabi.com- Data Marketplace for using and publishing linked data
Example of how to use a food-related SPARQL query on a Kasabi dataset
Many APIs are available on Kasabi, for ease of use with some datasets
No Data Format specified yet, but
                             it’ll probably have a SPARQL
                             endpoint




Be on the lookout for new linked datasets
Drupal has functionality to consume and publish RDF data. Guide to getting up and running at:
                                 http://semantic-drupal.com/
LODSPeaKr – Simple Publishing Kit for Linked Data -
     http://alangrafu.github.com/lodspeakr/
Example of a LODSPeaKr application pulling Farmer’s Market data
                and city information (Hi Rhea!)
Add Semantic Tech to your SEO diet




@MatthewJbrown
http://www.youtube.com/watch?v=KuAaa6lZxAU




http://justinbriggs.org/entity-search-results-the-on-going-evolution-of-search

                 Learn what entities are.
Reading List
http://learnlinkeddata.com/articles Linked Data Primer – Start Here

http://semanticweb.com/introduction-to-rdf_b17953 - Dead simple intro to RDF and
associated vocabularies and tools. SemanticWeb.com rules.
http://www.w3.org/2011/Talks/0607-SemTech-RDFa-IH/Talk.pdf
Great intro to RDFa and highlights Best Buy, Overstock, Examiner.com

http://www.ibm.com/developerworks/library/x-disprdf/index.html
IBM Developer Works tutorial on how to combine data
http://searchnewscentral.com/20110207129/Technical/rdfa-the-inside-story-from-best-
buy.html
Interview with Jay Myers, Lead Development Engineer for Best Buy




        There’s a ton of resources on the web to get you started
Follow List
Folks who have some SEO/Semantic Web crossover:

Aaron Bradley - @aaranged – Hands down the best curator of semantic
happenings on the SEO side. When he blogs at
http://www.seoskeptic.com it’s not to be missed.

Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens to
be speaking at the Semantic Web 2012 conference

Sean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionally
for http://www.semanticweb.com

Jay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’s
the man responsible for Best Buy’s 30% CTR increase with rich snippets.

Dan Brickley - @DanBri – Schema.org outreach for Google, works on
proposed Schema.org specs




               These Folks Pay Attention to the Semantic Web
Warning: Your head might explode
Semantic Tech Folks who are very smart and say things I don’t get:

Martin Hepp- @MFHepp– Heads up Good Relations, which is the most
extensive ontology for e-commerce data

Manu Sporny - @ManuSporny – Leader of the W3C working group for
RDF. The man leading the charge for the RDF spec.

Lin Clark - @LinClark – Works on the linked data/RDF integration for
Drupal. Codes neat linked data things for Drupal.

Gregg Kellogg - @Gkellogg – Semantic Web Developer of all trades.
Wrote the Structured Data Linter.

Aaron Bradley’s Semantic Web100 Twitter Group:
https://twitter.com/#!/SemanticWeb/semanticweb100 - Like tapping
into the Matrix of semantic tech information.




                 Prepare to understand 15% of what they say
Thank you!
Slideshare: MatthewBrownPDX
 matthew@audiencewise.com

  twitter: @matthewjbrown

LinkedIn: MatthewBrownPDX

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SMX Advanced 2012 - Catching up with the Semantic Web

  • 1. Photo: flickr: dullhunk Catching up with Matthew Brown Structured Data SMX Advanced 2012
  • 2. Matthew Brown Slideshare: MatthewBrownPDX Twitter: @MatthewJBrown matthew@audiencewise.com http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
  • 3. Structured Data = Data organized by a hierarchy or schema. Can be organized and searched. Linked Data = Publishing structured data so it can be accessed at a URI. Semantic Web = The web of globally accessible, interlinked data. Linked Open Data = A cloud of linked data sites that promote open standards and linking to one another Basic Overview of what the ‘semantic web’ is
  • 4. So where are the search engines at with the semantic web? @MatthewJbrown
  • 5. Google Knowledge Graph = Nothing New. More emphasis.
  • 6. Image: Thos003 Bing has less semantic search results, but has deals with both Twitter and Facebook
  • 7. Don’t sleep on Facebook. They’ve got a huge open graph of data
  • 8. Open Graph Schema Protip: Use Open Graph Markup in addition to schema, etc.
  • 10. Schema Creator from Raven: http://schema-creator.org/
  • 11. Local Business Microdata Generator: http://microdatagenerator.org/
  • 12. Rich Snippets Bookmarklet: http://www.blindfiveyearold.com/rich- snippets-testing-tool-bookmarklet
  • 13. Bing Webmaster Tools Markup Validator
  • 14. http://linter.structured-data.org – Industrial Strength Structured Data Display
  • 15. Sindice.com – Semantic web search engine. Good way to see what
  • 16. Also be on the lookout for new proposed data schemas
  • 17. Semantic Tech and Linked Data – Why should I care? @MatthewJbrown
  • 18. JUST MAKE GREAT CONTENT!!!111 Semantic Data can create unique content in all sorts of ways
  • 19. Zip Codes from Data.gov List of College Towns from dbpedia Jay Myers (@jaymyers) of Best Buy advocates semantic data to improve customer experience. (example is mine).
  • 20. BBC and the 2012 Olympics: http://www.bbc.co.uk/blogs/bbcinternet/2012/04/sports_dynamic_semantic.html
  • 21. Point Blank SEO’s guide to data visualizations: http://pointblankseo.com/visualizations
  • 22. Getting started with semantic tech @MatthewJbrown
  • 23. http://www.seoskeptic.com/seo-semantic-web/ Great overview of the Semantic Web here Linked Data is stored in RDF. These are called ‘triples.’
  • 24. http://www.amazon.com/Learning-SPARQL-Bob-DuCharme/dp/1449306594 SPARQL is the query language for RDF data
  • 26. http://www.kasabi.com- Data Marketplace for using and publishing linked data
  • 27. Example of how to use a food-related SPARQL query on a Kasabi dataset
  • 28. Many APIs are available on Kasabi, for ease of use with some datasets
  • 29. No Data Format specified yet, but it’ll probably have a SPARQL endpoint Be on the lookout for new linked datasets
  • 30. Drupal has functionality to consume and publish RDF data. Guide to getting up and running at: http://semantic-drupal.com/
  • 31. LODSPeaKr – Simple Publishing Kit for Linked Data - http://alangrafu.github.com/lodspeakr/
  • 32. Example of a LODSPeaKr application pulling Farmer’s Market data and city information (Hi Rhea!)
  • 33. Add Semantic Tech to your SEO diet @MatthewJbrown
  • 35. Reading List http://learnlinkeddata.com/articles Linked Data Primer – Start Here http://semanticweb.com/introduction-to-rdf_b17953 - Dead simple intro to RDF and associated vocabularies and tools. SemanticWeb.com rules. http://www.w3.org/2011/Talks/0607-SemTech-RDFa-IH/Talk.pdf Great intro to RDFa and highlights Best Buy, Overstock, Examiner.com http://www.ibm.com/developerworks/library/x-disprdf/index.html IBM Developer Works tutorial on how to combine data http://searchnewscentral.com/20110207129/Technical/rdfa-the-inside-story-from-best- buy.html Interview with Jay Myers, Lead Development Engineer for Best Buy There’s a ton of resources on the web to get you started
  • 36. Follow List Folks who have some SEO/Semantic Web crossover: Aaron Bradley - @aaranged – Hands down the best curator of semantic happenings on the SEO side. When he blogs at http://www.seoskeptic.com it’s not to be missed. Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens to be speaking at the Semantic Web 2012 conference Sean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionally for http://www.semanticweb.com Jay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’s the man responsible for Best Buy’s 30% CTR increase with rich snippets. Dan Brickley - @DanBri – Schema.org outreach for Google, works on proposed Schema.org specs These Folks Pay Attention to the Semantic Web
  • 37. Warning: Your head might explode Semantic Tech Folks who are very smart and say things I don’t get: Martin Hepp- @MFHepp– Heads up Good Relations, which is the most extensive ontology for e-commerce data Manu Sporny - @ManuSporny – Leader of the W3C working group for RDF. The man leading the charge for the RDF spec. Lin Clark - @LinClark – Works on the linked data/RDF integration for Drupal. Codes neat linked data things for Drupal. Gregg Kellogg - @Gkellogg – Semantic Web Developer of all trades. Wrote the Structured Data Linter. Aaron Bradley’s Semantic Web100 Twitter Group: https://twitter.com/#!/SemanticWeb/semanticweb100 - Like tapping into the Matrix of semantic tech information. Prepare to understand 15% of what they say
  • 38. Thank you! Slideshare: MatthewBrownPDX matthew@audiencewise.com twitter: @matthewjbrown LinkedIn: MatthewBrownPDX