Catching up with Structured Data
Matthew BrownSMX Advanced 2012
Photo: flickr: dullhunk
Matthew BrownSlideshare: MatthewBrownPDXTwitter: @MatthewJBrown
http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
Basic Overview of what the ‘semantic web’ is
Structured Data = Data organized by a hierarchy or schema. Can be organized and searched.
Linked Data = Publishing structured data so it can be accessed at a URI.
Linked Open Data = A cloud of linked data sites that promote open standards and linking to one another
Semantic Web = The web of globally accessible, interlinked data.
@MatthewJbrown
So where are the search engines at with the semantic web?
Google Knowledge Graph = Nothing New. More emphasis.
Bing has less semantic search results, but has deals with both Twitter and Facebook
Image: Thos003
Don’t sleep on Facebook. They’ve got a huge open graph of data
Protip: Use Open Graph Markup in addition to schema, etc.
Open Graph
Schema
@MatthewJbrown
Structured Data Tools
Schema Creator from Raven: http://schema-creator.org/
Local Business Microdata Generator: http://microdatagenerator.org/
Rich Snippets Bookmarklet: http://www.blindfiveyearold.com/rich-snippets-testing-tool-bookmarklet
Bing Webmaster Tools Markup Validator
http://linter.structured-data.org – Industrial Strength Structured Data Display
Sindice.com – Semantic web search engine. Good way to see what sites are doing with linked data
Also be on the lookout for new proposed data schemas
@MatthewJbrown
Semantic Tech and Linked Data – Why should I care?
JUST MAKE GREAT CONTENT!!!111
Semantic Data can create unique content in all sorts of ways
Jay Myers (@jaymyers) of Best Buy advocates semantic data to improve customer experience. (example is mine).
Zip Codes from Data.gov
List of College Towns from dbpedia
BBC and the 2012 Olympics: http://www.bbc.co.uk/blogs/bbcinternet/2012/04/sports_dynamic_semantic.html
Point Blank SEO’s guide to data visualizations: http://pointblankseo.com/visualizations
@MatthewJbrown
Getting started with semantic tech
Linked Data is stored in RDF. These are called ‘triples.’
http://www.seoskeptic.com/seo-semantic-web/Great overview of the Semantic Web here
SPARQL is the query language for RDF data
http://www.amazon.com/Learning-SPARQL-Bob-DuCharme/dp/1449306594
http://richard.cyganiak.de/2007/10/lod/lod-datasets_2011-09-19_colored.html - Linking Open Data Cloud
http://www.kasabi.com- Data Marketplace for using and publishing linked data
Example of how to use a food-related SPARQL query on a Kasabi dataset
Many APIs are available on Kasabi, for ease of use with some datasets
Be on the lookout for new linked datasets
No Data Format specified yet, but it’ll probably have a SPARQL endpoint
Drupal has functionality to consume and publish RDF data. Guide to getting up and running at: http://semantic-drupal.com/
LODSPeaKr – Simple Publishing Kit for Linked Data - http://alangrafu.github.com/lodspeakr/
Example of a LODSPeaKr application pulling Farmer’s Market data and city information (Hi Rhea!)
@MatthewJbrown
Add Semantic Tech to your SEO diet
Learn what entities are.http://justinbriggs.org/entity-search-results-the-on-going-evolution-of-search
http://www.youtube.com/watch?v=KuAaa6lZxAU
There’s a ton of resources on the web to get you started
http://learnlinkeddata.com/articles Linked Data Primer – Start Here
http://www.ibm.com/developerworks/library/x-disprdf/index.htmlIBM Developer Works tutorial on how to combine data
Reading List
http://searchnewscentral.com/20110207129/Technical/rdfa-the-inside-story-from-best-buy.htmlInterview with Jay Myers, Lead Development Engineer for Best Buy
http://www.w3.org/2011/Talks/0607-SemTech-RDFa-IH/Talk.pdfGreat intro to RDFa and highlights Best Buy, Overstock, Examiner.com
http://semanticweb.com/introduction-to-rdf_b17953 - Dead simple intro to RDF and associated vocabularies and tools. SemanticWeb.com rules.
These Folks Pay Attention to the Semantic Web
Follow ListFolks who have some SEO/Semantic Web crossover:
Aaron Bradley - @aaranged – Hands down the best curator of semantic happenings on the SEO side. When he blogs at http://www.seoskeptic.com it’s not to be missed.
Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens to be speaking at the Semantic Web 2012 conference
Sean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionally for http://www.semanticweb.com
Jay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’s the man responsible for Best Buy’s 30% CTR increase with rich snippets.
Dan Brickley - @DanBri – Schema.org outreach for Google, works on proposed Schema.org specs
Prepare to understand 15% of what they say
Warning: Your head might explodeSemantic Tech Folks who are very smart and say things I don’t get:
Martin Hepp- @MFHepp– Heads up Good Relations, which is the most extensive ontology for e-commerce data
Manu Sporny - @ManuSporny – Leader of the W3C working group for RDF. The man leading the charge for the RDF spec.
Lin Clark - @LinClark – Works on the linked data/RDF integration for Drupal. Codes neat linked data things for Drupal.
Gregg Kellogg - @Gkellogg – Semantic Web Developer of all trades. Wrote the Structured Data Linter.
Aaron Bradley’s Semantic Web100 Twitter Group: https://twitter.com/#!/SemanticWeb/semanticweb100 - Like tapping into the Matrix of semantic tech information.