Pratical Deep Dive into the Semantic Web - #smconnect
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The document provides an overview of the Semantic Web and its significance in enabling shared data across various platforms, highlighting its importance to major companies like Google. It discusses the implementation of structured data and microdata, which helps improve search visibility and categorized content through protocols like Open Graph and Schema.org. The text also emphasizes ongoing developments in data extraction methods and the influence of structured data on search engine results and user traffic.
![se·man·tics [si-man-tiks]
noun
the branch of linguistics that deals with the
study of meaning, changes in meaning,
and the principles that govern the
relationship between sentences or words
and their meanings](https://image.slidesharecdn.com/semantic-web-milan-bobbink-151121160944-lva1-app6892/85/Pratical-Deep-Dive-into-the-Semantic-Web-smconnect-79-320.jpg)
Pratical Deep Dive into the Semantic Web - #smconnect
- 2. What is
- 4. ―The Semantic Web is a collaborative movement led by international standards body the World Wide Web Consortium (W3C). The standard promotes common data formats on the World Wide Web‖
- 5. ―The Semantic Web provides a common framework that allows data to be shared and reused across application, enterprise, and community boundaries‖
- 14. Why are Google and other online giants interested
- 15. So…what is the main reason?
- 19. 36% 24% 29% 46% 42% 36% 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% North America South America Europe Asia Africa Oceania Global 2014 average versus 2015 until date
- 23. So how does the
- 47. How about those future
- 51. So…
- 54. 54
- 55. 55
- 57. International Freelance SEO SEO Consultant Metapeople / Netbooster Group Brand Ambassador Majestic Cycling & Skating Science: Physics in particular
- 60. 1. Make data available 2. Use specific markup languages 3. Data is available for everyone
- 61. ―The Open Graph protocol enables any web page to become a rich object in a social graph. For instance, this is used on Facebook to allow any web page to have the same functionality as any other object on Facebook.‖
- 68. 1. Schema.org microdata 2. Open Graph protocol 3. Title + metadescription element 4. Best guess from page content Use: https://developers.google.com/+/web/snippet/
- 69. Use: https://wordpress.org/plugins/wordpress-seo/
- 72. Use Amazon EC2, setup a crawler and crawl the top 1.000.000 Alexa URLs Checked for occurrences of: –Microdata / Schema –OpenGraph –Twitter Cards
- 73. - Crawled with 360/URLS/sec - 68.4GB of data used - 68% (683267 URLs) returned 200 OK - 27% 30X Redirects - 3% of domains had DNS issues
- 74. 15,84% 14,55% 1,59% 1,32% 7,27% 2,69% 0,22% OpenGraph Title OpenGraph URL Twitter:title Twitter:url Schema itemprop Schema Itemprop Name AggregateRating Based on 683k of top million Alexa urls
- 79. se·man·tics [si-man-tiks] noun the branch of linguistics that deals with the study of meaning, changes in meaning, and the principles that govern the relationship between sentences or words and their meanings
- 80.
- 82. ―Microdata is a set of tags, introduced with HTML5, that allows you to do this.‖
- 84. • Is separated from the HTML • Which gives more flexibility and scalabilty options • Used in more software, like the washing machine I showed earlier • But… Google hasn’t integrated everything yet
- 88. <div itemscope itemtype="http://data-vocabulary.org/Review-aggregate"> <span itemprop="itemreviewed">Several German beers</span> <img itemprop="photo" src="beer.jpg" /> <span itemprop="rating" itemscope itemtype="http://data-vocabulary.org/Rating"> <span itemprop="average">9</span> <span itemprop="best">10</span> </span> <span itemprop="votes">24</span> <span itemprop="count">5</span> </div>
- 89. <div itemscope itemtype="http://schema.org/Person"> <span itemprop="name">Jan-Willem</span> <img src="janwillem.jpg" itemprop="image" /> <span itemprop="jobTitle">International SEO</span> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="addressLocality">Amsterdam</span>, <span itemprop="addressRegion">- Europe</span> <span itemprop="postalCode">9999XX</span> </div> </div>
- 90. 1. Products 2. Product offer 3. Product aggregated offer
- 91. Create multiple links to relevant pages within 1 entry in the SERPs.
- 94. • https://developers.google.com/structured-data/rich- snippets/ • Schema Creator by Raven http://schema-creator.org/ • Schema.org Generator http://www.microdatagenerator.com/ • Rich Snippets Testing Tool Bookmarklet • http://www.blindfiveyearold.com/rich-snippets-testing-tool-bookmarklet • Everything you need to know to generate rich snippets: http://seogadget.com/micro-data-schema-org- guide-to-generating-rich-snippets/
- 95. 1. You have specific data points available 2. SE’s accept specific markup language 3. SE’s accept certain snippets 4. Information within the SERPs is correct • Implement code and check with the SE’s: https://developers.google.com/structured-data/testing-tool/?hl=it
- 97. • Make sure all items are structured and nested in the correct way. • Google Testing tool only shows errors based on missing elements, not on wrong coding!
- 103. ―Google doesn’t use markup for ranking purposes at this time—but rich snippets can make your web pages appear more prominently in search results, so you may see an increase in traffic.‖ Source: https://support.google.com/webmasters/answer/1211158?hl=en
- 111. 406 368 288 248 228 182 177 148 135 Artificial Intelligence and Machine Learning Algorithms and Theory Human-Computer Interaction and Visualization Natural Language Processing Machine Perception Information Retrieval and the Web Security, Cryptography, and Privacy Data Mining Software Systems Top 10 Research fields per # Publications
- 114. What happened during the past 8 years? 2007 2010 2015
- 115. From a database to search engine result pages
- 116. Now… Let’s be honest
- 123. Freebase only has +/- 200 attributes for the class Country ?
- 129. Four different methods to extract triples from web content Natural Language Processing tools Entity recognition Entity linkage Entity verification against Freebase Source: https://www.cs.cmu.edu/~nlao/publication/2014.kdd.pdf Document Object Model Either text or database driven ―deep web‖ sources Think of quering HTML forms 570M tables on the web Relations are difficult to extract Schema matching methods Entity verification against Freebase Schema.org Mostly people related Products & Events are not stored Mapping Schema.org to Freebase for predicates
- 131. Researchers deal with ―duplicate content‖ as being just one source P1 P2P3 P4
- 132. Exploring the power of tables on the Web https://research.google.com/tables
- 135. The papers share some insights about the factors relevant to Google Tables results Sources of data Google uses according to the paper Optimise the surrounding content with relevant captions and texts. Use <th> table headings to add labels to specific columns Add relevant attributes to your table headings focusing on the queries used Only add useful content to the table. Boilerplate content is filtered out. http://www.cidrdb.org/cidr2015/Papers/CIDR15_Paper3.pdf
- 137. ―Extraction errors are far more prevalent than source errors. Ignoring this distinction can cause us to incorrectly distrust a website‖
- 138. Back to the basics for Google (and probably the other search engines too) Links still tell something about relationships between pages but also between entities. Simply search in the indices you already have. In the case of Google, they already have ―everything‖. Simply gather user feedback from within the search results.
- 147. One in 20 searches is health related according to Google.
- 150. Use Web based Fact extraction, like DOM, tables and annotated data (Schema.org) Text based extractors adding more triples to the datasets Systems like described in the Biperpedia paper. Data is enriched and quality control takes place. Use partnerships for trusted resources. Use existing datasets like Freebase / Wikidata to verify extracted data and calculate probability
- 156. Make sure you understand
- 157. A few possibilities to influence the content of brand cards
- 158. Main source still is Wikipedia, always backup your edits with sources
- 161. Your are able to give Google hints about your logo, corporate contacts and social profiles
- 162. Add schema.org Organization markup to your official website
- 163. Add schema.org Organization markup to your official website
- 164. Add schema.org Organization markup to your official website Find example JSON-LD at https://developers.google.com/structured-data/customize/overview
- 165. What about the localised Google search indices? ? ? ? ? ? ?
- 168. Contains the main subject of the required answer Contains the main subject of the required answer Within the content, the question is answered in a single sentence No, Euro NCAP is more authoritative in the EU for car safety levels. NHTSA for the US
- 173. Two indices, two truths?
- 174. So how can we make use this for our brand?
- 175. Since not many are focusing on the getting into the Direct Answers yet, grab the positions first!
- 176. 95% of the cases had increased traffic - including movements within top 10 normal blue links. Less than expected, probably because of quality of the answer: results between - 5% and +6% traffic. Results varied between -3% and +11% depending on previous position in the SERPs These were performing the best, increases between 6 and 14% Depending on the topic, complicated topics tend to get more clicks. Average results between - 2% and 16% increase