In this talk, I explain the impact of the GoodRelations vocabulary, the RDFa syntax for rich meta-data, and the Linked Data initiative for Search Engine Optimization (SEO).

1. GoodRelations & RDFa:
Site Visibility in the Giant Graph of
Commerce Data
Dr. Martin Hepp
Professor, Head of Group
Universität der Bundeswehr München, Germany

2. No Unified View: Jumping Back
and Forth Across Data Silos
Site Page Page
Search Engine Results
1 1 2
Search Engine Results
Search Engine Results
Search Engine Results
Page Page
3 4
Site Page
2 5
Site Page Page Page
3 6 7 8

3. Today: Loss of Variety and Detail
Many Different Variety in
Products Preferences
Web Search
Manufacturers & Consumers
Retailers

4. Overly Price Competition
Only 1 – 2 Product Models Considered
Comparison Shopping on the Small Subset

5. GoodRelations: A Unified View
on Commerce Data on the Web
Extraction
and Reuse
Arbitrary Query
Manufacturers
Retailers
Payment
Delivery
Product Model Warranty
Master Data
Auctions

6. Principle 1:
Piggybacking Rich Meta-Data

7. Principle 2:
Build Links to Data, not just to Documents
hasMakeAndModel
isCompatibleWith

8. Key Challenge for Site Owners
Add Rich Meta-Data Link to Useful Data
• Price • Manufacturer
• Product Features • Related Products
• Payment Options • Reviews
• Stores
• Opening Hours
Site Visibility in the
Giant Graph of Commerce Data

9. Impact on SEO
Traditional GoodRelations & RDFa
• Becoming #1 for • Maximizing site
broad queries visibility for specific
– “Restaurant Chicago” searches
• Engine-specific – Product features
– Location
• Engine-neutral

10. Multi-hub Affiliate Marketing
• Rewarding multiple affiliates who contribute to closing a
deal
• Examples
– Translations
– Better rich meta-data
Original Variant 1 Variant 2

11. Immediate Benefit: Yahoo
Enhanced by SearchMonkey

12. Mobile: iPhone, Android,
Windows Mobile
http://www.mobeedo.com

13. http://igoogr.appspot.com/

14. http://igoogr.appspot.com/

15. How?

16. GoodRelations Scenarios
Minimal Simple Comprehensive

17. GoodRelations CookBook
http://tr.im/cookbook

18. Extensions for Shop Software
• osCommerce
– http://code.google.com/p/goodrelations-for-oscommerce/
• Joomla/Virtuemart
– http://code.google.com/p/goodrelations-for-joomla/
• Oxid eSales
– http://www.ebusiness-unibw.org/wiki/GoodRelations4Oxid
• Magento
– Extension: Uwe Stoll, http://www.semantium.de/
– Testshop: http://www.la-mousson.de/
• Planned: Drupal/Ubercart, …

19. Please Follow-up
http://purl.org/goodrelations/
Twitter: mfhepp
Skype: mfhepp

20. Thank you!
Prof. Dr. Martin Hepp
Chair of General Management and E-Business
Universitaet der Bundeswehr Muenchen
Werner-Heisenberg-Weg 39
D-85579 Neubiberg, Germany
Phone: +49 89 6004-4217
Fax: +49 89 6004-4620
http://www.unibw.de/ebusiness/
http://purl.org/goodrelations/
mhepp@computer.org