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Advertising with Linked Data in Web Content
- 1. Advertising with Linked Data in Web Content From Semantic SEO to E-Commerce on the Web 3.0 Prof. Dr. Martin Hepp [email protected]
- 2. About me 2
- 3. You all use Web Search Engines... 3
- 4. They are our magic goggles... (picture of me with funny goggles) 4
- 5. ... into the Giant Graph of Information, 5
- 6. ...which is The World Wide Web 6
- 7. What’s SEO? 7
- 8. SEO for Researchers • For a given Web site S with the set of individual HTML pages H, increase the arithmetic mean • of the position x in the organic search result pages R of all Web users that are searching for topics that match your profile. 8
- 9. SEO for People • Pimp up my Web site for Google 9
- 10. What’s SEO, Really? 10
- 11. 1. Being visible for potential buyers 11
- 12. 2. Articulating the value proposition But: Often flattened to just the price tag… 12
- 13. 3. For a large number of items Example Number of Products BestBuy > 400 k Amazon > 4 Mio. Typical small shops 1 … 10 k items 13
- 14. Specificity 14
- 15. Key Driver of Search Costs Specificity „How much you lose when you can‘t use a good for what it was designed.“ 15
- 16. Growth in Specificity 1920: 5168 Types of Goods 16
- 17. Examples 17
- 18. Examples 18
- 19. Examples 19
- 20. What’s the Problem? 20
- 21. Loss of Variety and Detail Many Different Variety in Preferences Products Web Search Manufacturers & Retailers Consumers 21
- 22. What happens?
- 23. Overly Fierce Price Competition Only 1 – 2 Product Models Considered Comparison Shopping on the Small Subset 23
- 24. Businesses work hard to articulate their value proposition… …but fail to keep their message intact over the wire! 24
- 25. The WWW: A Giant Data Shredder Source: Recipient: Structured Data Unstructured Text 25
- 26. What’s Semantic SEO? 26
- 27. Semantic SEO Using data to articulate product master your value proposition Web over the 27
- 28. Principle: Small Data Packets Inside Your Page 28
- 29. What is GoodRelations? 29
- 30. What is GoodRelations, Take 1: The piece of the cake that Google chose. 30
- 31. What is GoodRelations, Take 2: BestBuy Overstock.com O’Reilly Media The first Web ontology used by several Fortune 500 companies on their Web sites 31
- 32. 1. A clear business value • Preserving your value proposition over the WWW 32
- 33. Semantic SEO: Immediate Effects • Google Rich Snippets • Improved Yahoo Rendering • Ranking / Information Entropy 33
- 34. Semantic SEO: Near-term Effects • Linking Datasheets & Offers • Linking Offers & Location Info • Semantic Affiliate Marketing 34
- 35. 2. A healthy ecosystem Shop Extensions Tools Applications Data Incentives Documentation http://www.ebusiness-unibw.org/wiki/GoodRelations 35
- 36. 3. Six Sigma Engineering 36
- 37. GoodRelations Scope Stores Prices Features 37
- 38. How can I use Semantic SEO? 38
- 39. 1. Mark-up your “about” page http://www.myshop.com/ 39
- 40. 2. Mark-up your “item” page template http://www.myshop.com/products/product123 40
- 41. 3. Mark-up your “stores” page template http://www.myshop.com/stores/ 41
- 42. 4. Link the pages semantically 42
- 43. 5. Help search engines crawl your data • robots.txt with pointer to sitemap URI • sitemap.xml with proper lastmod attribute 43
- 44. Impact: High-Precision Value Articulation and AND Feeding Search Engines 44
- 45. Page Size and Loading Time: No Problem Main Page (KB) Product Item Page (KB) HTML Total HTML Total Regular BestBuy Amazon 102 187 815 736 236 286 1536 712 Pages eBay 54 445 75 849 Mean 114 665 199 1032 Main Page Product Item Page Increase Minimal HTML 1,40% Total 0,24% HTML 1,31% Total 0,25% by GoodRelations Full 2,19% 0,38% 3,22% 0,62% in RDFa With Features n/a n/a 6,03% 1,16% 45
- 46. The Product Ontology 46
- 47. Bollard Image credit: This work has been released into the public domain by its author, KVDP at the wikipedia project. http://en.wikipedia.org/wiki/File:Retractible_Bollard.JPG 47
- 48. Fire Extinguisher Image credit: Photo taken by icsan, available under CC BY 2.0 from http://www.flickr.com/photos/ictsan/3025912014 48
- 49. Bramborák Image credit: Photo by Oleh Petriv/Ludek, available under CC BY 2.5 http://cs.wikipedia.org/wiki/Soubor:Bramboracky.jpg 49
- 50. www.productontology.org • 300 – 600k precise OWL DL class definitions • Compatible with GoodRelations and Facebook Open Graph Protocol • Tightly coupled with the evolution of Wikipedia • Up to 100 translations 50
- 51. Hashtag: #goodrelations User ID: @mfhepp 51
- 52. 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/ [email protected] 52