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Yahoo Making The Web Searchable

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The document discusses SearchMonkey, an open platform from Yahoo! for using structured data to build more useful and relevant search results. SearchMonkey aims to motivate publishers to semantically annotate content and provide tools for developers to create applications using this data. It demonstrates example applications built by third-parties using SearchMonkey, such as linking to a user's LinkedIn profile or showing their Creative Commons license. The DataRSS format is also introduced for sharing structured data through feeds.

BusinessTechnology
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Making the Web Searchable Peter Mika Researcher, Data Architect Yahoo! Research
Yahoo! Research (research.yahoo.com)
Yahoo! Research Barcelona ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Yahoo! by numbers (April, 2007) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Annotated Web
Previously in search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Which Semantic Web? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brief history of the Annotated Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
HTML meta tags ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SHOE example (Hefflin & Hendler, 1996) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],<HEAD> <META HTTP-EQUIV=&quot;Instance-Key&quot; CONTENT=&quot;http://www.cs.umd.edu/~george&quot;> <USE-ONTOLOGY &quot;our-ontology&quot; VERSION=&quot;1.0&quot; PREFIX=&quot;our&quot; URL=&quot;http://ont.org/our-ont.html&quot;> </HEAD> <BODY> <CATEGORY &quot;our.Person&quot;> <RELATION &quot;our.marriedTo&quot; TO=&quot;http://www.cs.umd.edu/~helena&quot;> <RELATION &quot;our.employee&quot; FROM=&quot;http://www.cs.umd.edu&quot;> My name is <ATTRIBUTE &quot;our.firstName&quot;> George </ATTRIBUTE> <ATTRIBUTE &quot;our.lastName&quot;> Cook </ATTRIBUTE> and I live at...
SHOE system
SHOE Text-based query interface
SHOE Graphical Query Interface
Example: Creative Commons ,[object Object],<HTML> <HEAD>… </HEAD> <BODY> … <!–- <rdf:RDF xmlns=&quot;http://creativecommons.org/ns#&quot; xmlns:dc=&quot;http://purl.org/dc/elements/1.1/&quot; xmlns:rdf=&quot;http://www.w3.org/1999/02/22-rdf-syntax-ns#&quot;> <Work rdf:about=&quot;http://www.yergler.net/averages/&quot;> <dc:title>The Law of Averages</dc:title> <dc:description>...because eventually i&apos;ll be right...</dc:description> <license rdf:resource=&quot;http://creativecommons.org/licenses/by-nc/1.0/&quot; /> </Work> <License rdf:about=&quot;http://creativecommons.org/licenses/by-nc/1.0/&quot;> <requires rdf:resource=&quot;http://web.resource.org/cc/Notice&quot; /> <permits rdf:resource=&quot;http://web.resource.org/cc/Reproduction&quot; /> <permits rdf:resource=&quot;http://web.resource.org/cc/Distribution&quot; /> <prohibits rdf:resource=&quot;http://web.resource.org/cc/CommercialUse&quot; /> </License> </rdf:RDF> -->
Example: Creative Commons ,[object Object],This work is licensed under a <a rel=&quot;license&quot; href=&quot;http://creativecommons.org/licenses/by/3.0/us/&quot;>Creative Commons Attribution 3.0 United States License</a>. ,[object Object]
Example: microformats <cite class=&quot; vcard &quot;> <a class=&quot; fn url &quot; rel=&quot;friend colleague met&quot; href=&quot;http://meyerweb.com/&quot;> Eric Meyer </a> </cite> wrote a post ( <cite> <a href=&quot;http://meyerweb.com/eric/thoughts/2005/12/16/tax-relief/&quot;> Tax Relief </a></cite> ) about an unintentionally humorous letter he received from the <span class=&quot; vcard &quot;> <a class=&quot; fn org url &quot; href=&quot;http://irs.gov/&quot;> Internal Revenue Service </a> </span>. <div class=&quot; vcard &quot;> <a class=&quot; email fn &quot; href=&quot;mailto:jfriday@host.com&quot;> Joe Friday </a> <div class=&quot; tel &quot;> +1-919-555-7878 </div> <div class=&quot; title &quot;> Area Administrator, Assistant </div> </div>
microformats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example: tags and machine tags
Example: Tags and machine tags ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RDF-based annotation #1: eRDF ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RDF-based annotation #2: RDFa ,[object Object],[object Object],[object Object],[object Object],[object Object],<p typeof=&quot;contact:Info&quot; about=&quot;http://example.org/staff/jo&quot;> <span property=&quot;contact:fn&quot;> Jo Smith </span>. <span property=&quot;contact:title&quot;> Web hacker </span> at <a rel=&quot;contact:org&quot; href=&quot;http://example.org&quot;> Example.org </a>. You can contact me <a rel=&quot;contact:email&quot; href=&quot;mailto:jo@example.org&quot;> via email </a>. </p> ...
SearchMonkey
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SearchMonkey
Before After an open platform for using structured data to build more useful and relevant search results What is SearchMonkey?
image deep links name/value pairs or abstract Enhanced Result
YAHOO! CONFIDENTIAL | Infobar
SearchMonkey Acme.com’s database Index RDF/Microformat Markup site owners/publishers share structured data with Yahoo!. 1 consumers customize their search experience with Enhanced Results or Infobars 3 site owners & third-party developers build SearchMonkey apps. 2 DataRSS feed Web Services Page Extraction Acme.com’s Web Pages
Developer tool
Developer tool
Developer tool
Developer tool
Developer tool
Gallery
Example apps ,[object Object],[object Object],[object Object],[object Object]
Example apps. II. ,[object Object],[object Object]
DataRSS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Atom 1.0 XML + RDFa
The data part ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DataRSS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What happened since the launch? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Data quality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Complexity of the formalism = Data quality down
Vocabularies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Distributed ontology development = Mess
eRDF ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RDFa ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Semantic Search
Semantics and IR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Hard searches ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example…
Application: query intent Paris Hilton is a person!
Application: query intent #2 Hugo is a person!
Time to experiment! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Time to experiment! #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Going even further… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BOSS: Build your Own Search Service ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Y!OS 1.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
the monkey is out!

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Yahoo Making The Web Searchable

Editor's Notes

  1. Designed for humans first and machines second, microformats are a set of simple, open data formats built upon existing and widely adopted standards. Instead of throwing away what works today, microformats intend to solve simpler problems first by adapting to current behaviors and usage patterns
  2. As Vish discussed, SearchMonkey is all about building richer, more useful search results. Here’s a few examples Enhanced Results.
  3. And it allows the user to add the movie directly to their online movie rental queue
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  11. Results are good, but consider the ads: First ad says: Virgins. Looking for virgins? Find exactly what you want today. Ebay.com Second ad: Virgins. …Find cheap tickets for Virgins. Third ad: Adspam… these people buy Yahoo! traffic and sell it to Google.