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![● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on the Web – the content, links,
and transactions between people and computers. A ‘Semantic
Web’, which should make this possible, has yet to emerge, but
when it does, the day-to-day mechanisms of trade, bureaucracy
and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will
finally materialize”](https://image.slidesharecdn.com/structureddata-wherewhy-171114085750/75/Structured-data-Where-did-that-come-from-why-are-Google-asking-for-it-20-2048.jpg)
![● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on the Web – the content, links,
and transactions between people and computers. A ‘Semantic
Web’, which should make this possible, has yet to emerge, but
when it does, the day-to-day mechanisms of trade, bureaucracy
and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will
finally materialize”](https://image.slidesharecdn.com/structureddata-wherewhy-171114085750/75/Structured-data-Where-did-that-come-from-why-are-Google-asking-for-it-21-2048.jpg)
![● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on the Web – the content, links,
and transactions between people and computers. A ‘Semantic
Web’, which should make this possible, has yet to emerge, but
when it does, the day-to-day mechanisms of trade, bureaucracy
and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will
finally materialize”
Intelligent Agents …](https://image.slidesharecdn.com/structureddata-wherewhy-171114085750/75/Structured-data-Where-did-that-come-from-why-are-Google-asking-for-it-22-2048.jpg)
![● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on the Web – the content, links,
and transactions between people and computers. A ‘Semantic
Web’, which should make this possible, has yet to emerge, but
when it does, the day-to-day mechanisms of trade, bureaucracy
and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will
finally materialize”
Intelligent Agents …](https://image.slidesharecdn.com/structureddata-wherewhy-171114085750/75/Structured-data-Where-did-that-come-from-why-are-Google-asking-for-it-23-2048.jpg)
![● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become
capable of analyzing all the data on the Web – the content, links,
and transactions between people and computers. A ‘Semantic
Web’, which should make this possible, has yet to emerge, but
when it does, the day-to-day mechanisms of trade, bureaucracy
and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will
finally materialize”
Intelligent Agents …](https://image.slidesharecdn.com/structureddata-wherewhy-171114085750/75/Structured-data-Where-did-that-come-from-why-are-Google-asking-for-it-24-2048.jpg)
![Using Schema.org
•Data embedded in website html
-Microdata / RDFa / JSON-LD
•Harvested during normal web crawls
•Under control of the [site] publisher](https://image.slidesharecdn.com/structureddata-wherewhy-171114085750/75/Structured-data-Where-did-that-come-from-why-are-Google-asking-for-it-69-2048.jpg)
Uploaded byRichard Wallis
Structured data: Where did that come from & why are Google asking for it
Structured data and Schema.org have become increasingly important for websites and search engines. Schema.org was created in 2011 as a joint effort by Google, Microsoft, Yahoo, and others to create a common set of schemas for structured data markup on web pages. Google and others now use structured data to better understand websites and display richer information in search features like Knowledge Panels. At a recent conference, a Google employee emphasized that implementing structured data using Schema.org can help websites appear in more search features and be better understood during crawling.
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Structured data: Where did that come from & why are Google asking for it
- 1. Structured Data Where didthat come from and why are Google†asking for it †and others Richard Wallis Evangelist and Founder Data Liberate [email protected] @rjw SMXL Workshop Milan November 14th 2017
- 2.
- 3. Independent Consultant, Evangelist& Founder [email protected] — @rjw
- 4. Independent Consultant, Evangelist& Founder [email protected] — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
- 5. Independent Consultant, Evangelist& Founder W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.schema.org • Tourism Structured Web Data (Co-Chair) • Schema Course Extension • Schema IoT Community • Educational & Occupational Credentials in Schema.org [email protected] — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
- 6. Independent Consultant, Evangelist& Founder Worked With: • Google – Schema.org vocabulary, site, extensions documentation and community W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.schema.org • Tourism Structured Web Data (Co-Chair) • Schema Course Extension • Schema IoT Community • Educational & Occupational Credentials in Schema.org [email protected] — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
- 7. Independent Consultant, Evangelist& Founder Worked With: • Google – Schema.org vocabulary, site, extensions documentation and community • OCLC – Global library cooperative W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.schema.org • Tourism Structured Web Data (Co-Chair) • Schema Course Extension • Schema IoT Community • Educational & Occupational Credentials in Schema.org [email protected] — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
- 8. Independent Consultant, Evangelist& Founder Worked With: • Google – Schema.org vocabulary, site, extensions documentation and community • OCLC – Global library cooperative • FIBO – Financial Industry Business Ontology Group W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.schema.org • Tourism Structured Web Data (Co-Chair) • Schema Course Extension • Schema IoT Community • Educational & Occupational Credentials in Schema.org [email protected] — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
- 9. Independent Consultant, Evangelist& Founder Worked With: • Google – Schema.org vocabulary, site, extensions documentation and community • OCLC – Global library cooperative • FIBO – Financial Industry Business Ontology Group • Various Clients – Implementing/understanding Schema.org British Library — Stanford University — Europeana W3C Community Groups: • Schema Bib Extend (Chair) - bibliographic data • Schema Architypes (Chair) - Archives • Financial Industry Business Ontology – fibo.schema.org • Tourism Structured Web Data (Co-Chair) • Schema Course Extension • Schema IoT Community • Educational & Occupational Credentials in Schema.org [email protected] — @rjw 40+ Years - Computing 27+ Years – Cultural Heritage technology 12+ Years – Semantic Web & Linked Data
- 10. • Where• What •Why Where did that come from and why are Google†asking for it †and others Richard Wallis Evangelist and Founder Data Liberate [email protected] @rjw SMXL Workshop Milan November 13th 2017 Structured Data
- 11. • Where• What •Why Where did that come from and why are Google†asking for it †and others Structured Data
- 12. Structured Data • Where •What • Why
- 13. Structured Data — didit come from — is Schema.org — does Google need it • Where • What • Why
- 14. Structured Data — didit come from — is Schema.org — does Google need it • Where • What • Why
- 15. The Web Conceived TimBerners-Lee
- 16. The Web Conceived ●1989● March Tim Berners-Lee
- 17. The Web Conceived ●1989● March Tim Berners-Lee Vague but exciting …
- 19.
- 20. ● 1999● Tim Berners-Lee,1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize”
- 21. ● 1999● Tim Berners-Lee,1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize”
- 22. ● 1999● Tim Berners-Lee,1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize” Intelligent Agents …
- 23. ● 1999● Tim Berners-Lee,1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize” Intelligent Agents …
- 24. ● 1999● Tim Berners-Lee,1999 “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize” Intelligent Agents …
- 25. “A Linked DataWeb” – Introducing Linked Data
- 26. “A Linked DataWeb” – Introducing Linked Data ● 2009 Feb Linked Data
- 27.
- 28.
- 29. Linked Open Data 05-200711-200709-200809-200707-200909-201009-201108-2014 LinkedOpen Data Cloud Impressive!
- 30. Linked Open Data 05-200711-200709-200809-200707-200909-201009-201108-2014 LinkedOpen Data Cloud Impressive! • Raw Data • Many Vocabs • SPARQL
- 31. Linked Open Data 05-200711-200709-200809-200707-200909-201009-201108-2014 LinkedOpen Data Cloud Impressive! • Raw Data • Many Vocabs • SPARQL
- 32. Linked Open Data 05-200711-200709-200809-200707-200909-201009-201108-2014 LinkedOpen Data Cloud Impressive! But Useful? • Raw Data • Many Vocabs • SPARQL
- 33. Structured Data — didit come from — is Schema.org — does Google need it • Where • What • Why — did it come from — is Schema.org — does Google need it • Where • What • Why
- 34. Structured Data — didit come from — is Schema.org — does Google need it • Where • What • Why
- 36. 2 ● 2011 ● June IntroducingSchema.org
- 37. 2 ● 2011 ● June IntroducingSchema.org
- 38. 2 ● 2011 ● June IntroducingSchema.org
- 39. 2 ● 2011 ● June IntroducingSchema.org
- 40.
- 41. Knowledge Graph 16 ● 2012● May Google Knowledge Graph
- 42. Knowledge Graph 16 ● 2012● May Google Knowledge Graph
- 43. Knowledge Graph 16 ● 2012● May Google Knowledge Graph
- 44.
- 45.
- 46.
- 47.
- 48. Knowledge Graph Related Entitiesin a Graph
- 49. Knowledge Graph Bart Simpson RelatedEntities in a Graph
- 50. Knowledge Graph Bart Simpson NancyCartwright Played By Related Entities in a Graph
- 51. Knowledge Graph Bart Simpson NancyCartwright Dayton Ohio Played By Born In Related Entities in a Graph
- 52. Knowledge Graph Bart Simpson NancyCartwright Dayton Ohio Dayton Aviation Heritage National Park Played By Born In Place of Interest Related Entities in a Graph
- 53.
- 54. Knowledge Graph Sources forthe Graph
- 55. Knowledge Graph Sources forthe Graph
- 56. Knowledge Graph Sources forthe Graph
- 57. Knowledge Graph Sources forthe Graph
- 58. Knowledge Graph Sources forthe Graph
- 59. Knowledge Graph Sources forthe Graph
- 60. Knowledge Graph Powered bythe Graph
- 61. Knowledge Graph Powered bythe Graph Knowledge Panel
- 62. Knowledge Graph Powered bythe Graph Knowledge Panel Info Box
- 63. Knowledge Graph Powered bythe Graph Knowledge Panel Info Box Answer Box
- 64. Knowledge Graph Powered bythe Graph Knowledge Panel Info Box Answer Box Rich Snippets
- 65. Knowledge Graph Powered bythe Graph Knowledge Panel Info Box Answer Box Rich Snippets Voice
- 66.
- 67. Using Schema.org •Data embeddedin website html -Microdata / RDFa / JSON-LD
- 68. Using Schema.org •Data embeddedin website html -Microdata / RDFa / JSON-LD •Harvested during normal web crawls
- 69. Using Schema.org •Data embeddedin website html -Microdata / RDFa / JSON-LD •Harvested during normal web crawls •Under control of the [site] publisher
- 70.
- 71. •In use onover 12 million domains •Broad core vocabulary: -Types: 597 Properties: 867 Values: 114 Schema.org today
- 72. •In use onover 12 million domains •Broad core vocabulary: -Types: 597 Properties: 867 Values: 114 •Extensions published: - auto.schema.org - bib.schema.org - health-lifesci.schema.org Schema.org today
- 73. •In use onover 12 million domains •Broad core vocabulary: -Types: 597 Properties: 867 Values: 114 •Extensions published: - auto.schema.org - bib.schema.org - health-lifesci.schema.org Schema.org today 12+ Million Web Sites Found On30% Pages* * In a 10 billion page sample - 2015
- 74. Schema.org today A defacto vocabulary for structured data on the web12+ Million Web Sites Found On30% Pages* * In a 10 billion page sample - 2015
- 75. Schema.org today A defacto vocabulary for structured data on the web12+ Million Web Sites Found On30% Pages* So, what does it look like …. * In a 10 billion page sample - 2015
- 76.
- 77.
- 78.
- 79.
- 80. Structured Data — didit come from — is Schema.org — does Google need it • Where • What • Why — did it come from — is Schema.org — does Google need it • Where • What • Why
- 81. Structured Data — didit come from — is Schema.org — does Google need it • Where • What • Why †and others †
- 93. At Pubcon yesterday, Gary Illyes fromGoogle focused quite a bit of time on structured data
- 94. At Pubcon yesterday, Gary Illyes fromGoogle focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year.
- 95. At Pubcon yesterday, Gary Illyes fromGoogle focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data.
- 96. At Pubcon yesterday, Gary Illyes fromGoogle focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data. … add structure data to your pages because during indexing, we will be able to better understand what your site is about.
- 97. At Pubcon yesterday, Gary Illyes fromGoogle focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data. … add structure data to your pages because during indexing, we will be able to better understand what your site is about. And don’t just think about the structured data that we documented on developers.google.com. Think about any schema.org schema that you could use on your pages
- 98. At Pubcon yesterday, Gary Illyes fromGoogle focused quite a bit of time on structured data "Structured data. This is one of those things that i want you to pay lots of attention to this year. … we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data. … add structure data to your pages because during indexing, we will be able to better understand what your site is about. And don’t just think about the structured data that we documented on developers.google.com. Think about any schema.org schema that you could use on your pages … add structure data to your pages because during indexing, we will be able to better understand what your site is about.
- 99. What I wouldhave said…. (If I had another 20 minutes here!)
- 100. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things
- 101. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages
- 102. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability
- 103. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships
- 104. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions
- 105. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary
- 106. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was
- 107. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web
- 108. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html
- 109. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning
- 110. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning Think about the non-web page scenarios
- 111. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning Think about the non-web page scenarios • What should we be doing now/next
- 112. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning Think about the non-web page scenarios • What should we be doing now/next Learning about it / trying it
- 113. What I wouldhave said…. (If I had another 20 minutes here!) Summary Schema.org Structured Data: • Its about describing Things Not necessarily web pages To aid discovery and discoverability • Its about describing relationships With other things — People, Places, Events, Offers, Suppliers, Reviews, Authoritative Descriptions • It is new to us but not scary No more than CSS, JavaScript, HTML5 was Built on sound Semantic Principles core to the Web • Don’t just sprinkle Schema terms in html It needs some thought & planning Think about the non-web page scenarios • What should we be doing now/next Learning about it / trying it Start giving the search engines the data they need to drive users to our products/services
- 114. Structured Data Where didthat come from and why are Google†asking for it †and others Richard Wallis Evangelist and Founder Data Liberate [email protected] @rjw SMXL Workshop Milan November 14th 2017
- 115. Structured Data Where didthat come from and why are Google†asking for it †and others Richard Wallis Evangelist and Founder Data Liberate [email protected] @rjw SMXL Workshop Milan November 14th 2017 http://slideshare.net/rjw