Semantic web & structured data - #BrightonSEO

Sep 12, 201414 likes7,762 views

Jan-Willem Bobbink - Freelance SEO Consultant

At this moment, knowledge of structured data and usage is growing more and more. Most marketers now Structured data from rich snippets, but how about the usage of data by the Knowlegde graph. New ontologies and markup languages are being developed at a high rate. Most SEOs will not be familiar with JSON-LD yet, but this way of marking up data creates completely new opportunities and will make it more easy to work with structured data for the average online marketer. I will take the attendants into a journey starting at the first use of rel=”friend” to the current possibilities and will shine some light on future developments in regards to search technology.

THE SEMANTIC WEB & STRUCTURED DATA
A Journey Into the Unknown
Jan-Willem Bobbink -@jbobbink
http://bit.ly/brightonsemantic
NOTPROVIDED.EU

Semantic web & structured data - #BrightonSEO

•Picture of somebodywithdienbladI GAVETHIS INFO TO GOOGLE!

DISTRIBUTION OF WEB SEARCH QUERIES
[Lin et al. 2011]

W3C SEMANTIC WEB ACTIVITY
“TheSemantic Webis a collaborative movement led by international standards body theWorld Wide Web Consortium(W3C). The standard promotes common data formats on theWorld Wide Web”

THE SEMANTIC WEB
Tim Berners-Lee:
“The Semantic Webprovides a common frameworkthat allows data to be shared and reused across application, enterprise, and community boundaries” GOAL: REDEFINE THE WEB

WHAT DO YOU NEEDFOR A SEMANTIC WEB?
1.Data
2.Mark up language
3.URLsto share the dataIT’S NOT THAT DIFFICULT!

HOW DOES GOOGLE
DECIDE ABOUT THE SOURCE?
Source: BillSlawskihttp://www.seobythesea.com/2013/05/google-knowledge-graph-results/

•Accessiblevia API
•Data is free touse
•Sharingdata = linkbuilding
•Enrichyourcontent & appsENRICHYOUR MARKETING!
ADDITIONAL CONTENT

INCREASED CONVERSION 5-11x
JAY MYERS –BEST BUY

•Extract / infer new relationships:
Disease <-> phenotypes <-> genotypes
•Analyzed diagnoses across patients and publications
•Measuring trust based on social metrics, expertise and past contributions.
USEFULLNESS OF SKELETOMESUPPORT SCIENTIFIC RESEARCH

LINKED OPEN DRUG DATA
MERGE KNOWLEDGE GRAPHS

•Createmore cases
•Standardizationof markupformats
•Developplatforms toeaseadoptionWAY TO GO!
CHALLENGES OF THE SEMANTIC WEB

BEGINNER RESOURCES
•G+ community: SemanticSearch marketing
•30+ Semantic Web Introductions, References, Guides, and Tutorials http://bit.ly/30intros
•A guide (PDF) to LinkedOpen Data: http://bit.ly/gtlod
•Practical Semantic Web and Linked Data(PDF) http://bit.ly/gtlod2

ADVANCED RESOURCES
•Follow the annualscientificevents: ISWC, KDD, WSDM, SIGIR, WWW, KEWSandmanymore -> download papers + workshops.
•Follow papers: http://scholar.google.com/& patents (filter byauthors& topics) http://www.google.com/advanced_patent_search

http://bit.ly/brightonsemantic& @jbobbink
QUESTIONS?
Get your chance right now! Or find me at the bar tonight 

THANKS FOR THE IMAGES!
•Books: http://consumingpsychology.blogspot.com/2012/06/psychology-of-colour- coke-red-and.html
•Einstein quote: http://randumbuzz.com/tag/human-stupidity/
•Seeds: http://samedwardsblog.files.wordpress.com/2012/09/seeds.gif
•History: http://blog.law.cornell.edu/voxpop/files/2010/02/radarnetworkstowardsawebos.jpg
•Factory: http://www.rtcmagazine.com/files/images/3741/RTC1208_TD_Kont_Fig02_large.jpg
•Knowlegdegraph: http://www.google.com/insidesearch/features/search/assets/img/static- graph.png

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1. THE SEMANTIC WEB & STRUCTURED DATA A Journey Into the Unknown Jan-Willem Bobbink -@jbobbink http://bit.ly/brightonsemantic NOTPROVIDED.EU

8. •Picture of somebodywithdienbladI GAVETHIS INFO TO GOOGLE!

9. FREEBASE: ADD A PERSONAL PAGE

10. GOOGLE ACQUIRED FREEBASEIN 2010

11. REASON: IT’S ALREADY ANNOTATED!

12. ONE PROBLEMFOR GOOGLE

13. THE NEXT STEP: KNOWLEGDE VAULT

14. WHY IS THIS “THE NEXT THING”?

15. DISTRIBUTION OF WEB SEARCH QUERIES [Lin et al. 2011]

16. A BIT OF HISTORY

17. W3C SEMANTIC WEB ACTIVITY “TheSemantic Webis a collaborative movement led by international standards body theWorld Wide Web Consortium(W3C). The standard promotes common data formats on theWorld Wide Web”

18. THE SEMANTIC WEB Tim Berners-Lee: “The Semantic Webprovides a common frameworkthat allows data to be shared and reused across application, enterprise, and community boundaries” GOAL: REDEFINE THE WEB

19. WHAT DO YOU NEEDFOR A SEMANTIC WEB? 1.Data 2.Mark up language 3.URLsto share the dataIT’S NOT THAT DIFFICULT!

20. CONCEPTS & ENTITIES

21. FREEBASE = 1 KNOWLEDGE GRAPH

22. AUTOMATED ENTITY RETRIEVAL

23. AUTOMATED ENTITY LINKING

24. “KelvinNewman organisesBrightonSEO”

25. KelvinNewman organisesBrightonSEO

26. KelvinNewman

27. People organiseConferences

28. Conference = BrightonSEO

29. INFORMATION VERIFICATION

30. USE A SEARCH ENGINE

31. ASK PEOPLE!

33. USE ANCHORTEXTS

34. HOW DOES GOOGLE DECIDE ABOUT THE SOURCE? Source: BillSlawskihttp://www.seobythesea.com/2013/05/google-knowledge-graph-results/

35. MICROFORMATS –RDFa–MICRODATA –JSON-LD

36. WHAT IS THE OUTCOME?

37. DBpedia

38. GeoNames

39. Eagle-i

40. Fishbase

41. •Accessiblevia API •Data is free touse •Sharingdata = linkbuilding •Enrichyourcontent & appsENRICHYOUR MARKETING! ADDITIONAL CONTENT

42. INSERT DIRECTLY INTO WEBPAGES

43. USE G’s FreeBaseAPI

44. FILL FREEBASEWITH INFO

45. THE PRACTICAL SEMANTIC WEB

46. INCREASED CONVERSION 5-11x JAY MYERS –BEST BUY

47. BBCWILDLIFE FINDER

49. •Extract / infer new relationships: Disease <-> phenotypes <-> genotypes •Analyzed diagnoses across patients and publications •Measuring trust based on social metrics, expertise and past contributions. USEFULLNESS OF SKELETOMESUPPORT SCIENTIFIC RESEARCH

50. LINKED OPEN DRUG DATA MERGE KNOWLEDGE GRAPHS

51. •Createmore cases •Standardizationof markupformats •Developplatforms toeaseadoptionWAY TO GO! CHALLENGES OF THE SEMANTIC WEB

52. BEGINNER RESOURCES •G+ community: SemanticSearch marketing •30+ Semantic Web Introductions, References, Guides, and Tutorials http://bit.ly/30intros •A guide (PDF) to LinkedOpen Data: http://bit.ly/gtlod •Practical Semantic Web and Linked Data(PDF) http://bit.ly/gtlod2

53. ADVANCED RESOURCES •Follow the annualscientificevents: ISWC, KDD, WSDM, SIGIR, WWW, KEWSandmanymore -> download papers + workshops. •Follow papers: http://scholar.google.com/& patents (filter byauthors& topics) http://www.google.com/advanced_patent_search

54. http://bit.ly/brightonsemantic& @jbobbink QUESTIONS? Get your chance right now! Or find me at the bar tonight 

55. THANKS FOR THE IMAGES! •Books: http://consumingpsychology.blogspot.com/2012/06/psychology-of-colour- coke-red-and.html •Einstein quote: http://randumbuzz.com/tag/human-stupidity/ •Seeds: http://samedwardsblog.files.wordpress.com/2012/09/seeds.gif •History: http://blog.law.cornell.edu/voxpop/files/2010/02/radarnetworkstowardsawebos.jpg •Factory: http://www.rtcmagazine.com/files/images/3741/RTC1208_TD_Kont_Fig02_large.jpg •Knowlegdegraph: http://www.google.com/insidesearch/features/search/assets/img/static- graph.png

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