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    Drupal For Marketing

    # RDF

    How the Semantic Web will boost your

    SEO

    by Fintan Galvin,

    White Label Development

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    About me - Business

    Owner of the IO1 Group

    White Label Development (www.white-label.biz)

    Dedicated to working with marketing companies

    IO1 (www.io1.biz)

    Largest Drupal company in UK

    Major sponsor for Drupal community

    CVS, Testing.drupal.org, etc.

    Primary sponsor for RDF in Drupal 7

    Semantic web Fanatics

    Large-scale SEO experts

    http://testing.drupal.org/http://testing.drupal.org/
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    About me - Personal

    10 years promoting the Semantic Web

    to anyone that would listen

    Sun Tzu student Geek

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    A web aimed at machines, not people.

    The Semantic Web

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    What is the Semantic Web?

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    Simply put.......

    The Semantic Web allows us to

    Explicitly provide information about stuff

    on websites so that software (e.g. A

    search engine) does not have to guess at

    what you meant when you wrote it

    Provide intelligent links between stuff on

    the web

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    Wind - a common problem

    I go out for a stroll on a breezy day and as I wind my

    way along, I feel the wind in my face.This sets my mind thinking about how to improve the

    way that people wind up companies when they fall on

    their face?

    Recently I was involved in the wind up of a companythat was involved in making gears for wind up clocks.

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    Example without RDFA

    What the users see :

    I stayed in the Paris Hilton and met Paris Hilton.

    What the search engines see :

    I stayed in the Paris Hilton and met Paris

    Hilton.

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    Example with RDFA

    What the users see :

    I stayed in the Paris Hilton and met Paris Hilton.

    What the search engines see :

    I stayed in the

    ParisHilton and met Paris Hilton.

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    Current Status

    Widespread adoption of

    RDFa

    Microformats

    FOAF SIOC

    GEO

    etc.

    Semantic publishers

    Yahoo

    US Gov

    Cnet Reuters

    Twitter

    Dbpedia

    Digg

    Kelkoo

    Etc

    http://esw.w3.org/topic/TaskForces/CommunityProjects/LinkingOpenData/DataSets

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    http://www4.wiwiss.fu-berlin.de/bizer/pub/lod-datasets_2009-07-14_colored.png

    Imagine how much content I can generate from these datasets!

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    Who's making money ?

    Freebase

    Tripit

    Wolframalpha

    Travelocity

    Bing

    Swotti

    Google

    Panasonic

    Professional services

    Usage

    Enterprise versions

    Sales

    Advertisement

    Affiliate

    Advertisement

    Product Advisor

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    What it means to SEs Stop the guess-work / Return better results

    Build more intelligent link graphs

    Potential for major blackhat issues

    Directly compete with companies

    Business networks (Linkedin)

    Directories / Comparison sites

    Geo based services

    E-commerce sites

    Social networks

    You?

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    What do you get

    Rich snippets

    More targeted traffic

    Easier to analyse competitors

    Easier to integrate data from external sources

    Easier to share data

    A chance to grab an advantage

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    SEO

    Getting to No. 1

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    What is SEO The ability to get your content to the top of search

    engine listings

    Drupal semantic web experts

    Yes, its tooooo easy to rank for long tail, bringing in

    quality issues for Search Engines

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    SEO Breakdown

    On-Site SEO

    Off-site SEO

    Content tools Competitive / Market Research

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    On-site SEO - Overview

    Now

    Words used

    Page structure

    HTML

    URLs

    etc

    Next

    As before

    Meaning of words

    used

    Site structure

    Expressed

    relationships between

    entities

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    On-site SEO :

    What we give search engines Now

    Robots.txt

    sitemap.xml

    Next/Now

    Robots.txt

    sitemap.xml RDFA

    RDF

    Microformats

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    HTML + RDFa

    HTML

    For users

    Structure

    information for

    viewing

    H1

    Bold UL

    etc

    RDFA

    For Computers

    Structure

    information for

    processing

    DC

    FOAF SIOC

    etc

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    On-site : How to Win

    Add semantic information to your data

    Adopt Early (well maybe not early, but don't be any later!)

    Get RDFA and microformats on your pages ASAP

    Realise that opening your data up is critical

    Data silos are losing value

    Make sure you know what people can do with your data

    USE STANDARDS

    Google et al don't know about your internal standards

    You don't have the time, you need to be focused on

    developing points of difference

    USE DRUPAL ;-)

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    Off-Site SEO

    Now

    Link Text

    No. of links

    Who links arefrom

    SE guess context

    of links

    Next As before

    SE will know

    exactly thecontext of links

    Links express

    relationships

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    Off-site SEO : Old links

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    Off-site : How to Win

    Promote your data's availability

    To search engines

    To people who are creative

    Constantly push to have your data integrated into other sites Make it easy for people to use semantic references to your data

    Create semantically rich sites focused on niches

    Figure out how your site can be a partner in a niche i.e. what

    can you provide to others in the niche or outside your niche

    Think in terms of people creating web applications rather than

    web sites

    USE DRUPAL ;-)

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    Content Tools

    Now

    Micro sites

    deployments

    Rapid Sitedeployments

    Re-purposing data

    External data

    Integration Content Distribution

    Next

    All that just got

    easier

    Rapid adoption of

    new niche

    standards

    Be able to giveand take semantic

    data

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    Content Tools : How to Win

    Use a CMS that can produce/consume semantic data

    Have well established data structures with mappings to open

    standards

    Have well defined templates for publishing semantic data

    Start by adding any site wide elements you can

    Ensure all pages provide at least some semantic data

    e.g. DC.TITLE, DC.CREATOR

    Speed Ensure that you have the capabilities to rapidly deploy new

    content in any format needed

    USE DRUPAL ;-)

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    Competitive research tools

    Now

    Link research

    WHOIS / IP

    Simple link graphs

    Simple tools

    Online services

    Next

    As before

    Complex link

    graphs

    Complex in-house

    and online tools

    Semantic contentanalysis

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    Competitive research - How to

    Win Start building / using semantic tools now

    Build tools that aggregate semantic data from

    as wide a variety of sources as possible

    Index and monitor your competitors sites for

    semantic data

    Monitor social data on individuals in

    competitors Use DRUPAL ;-)

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    Drupal

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    What is Drupal

    A framework and an application (according toDries)

    A web application framework (according to me)

    A semantic content platform (definitely)

    A community

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    State of Drupal7 + RDF

    Agreed final D7 featuresin Paris

    Extended deadline for

    rdf in D7

    IO1 stepped up to the

    plate and sponsored

    Scor to get it done

    Scor Delivered

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    My favourite commit

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    Why to use Drupal

    Its dedicated to the Semantic Web

    Its incredibly flexible / scalable

    Drupal 7 is essentially a Semantic Webpublishing framework

    Views & Feed API Module brings

    Drupal's semantic capabilities to a

    whole new level

    Its way ahead of the competition

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    How long do you have?

    Its 9pm and someone just told you

    about the party that started at 8pm,

    how quick can you join in

    It will buzz over the next 12-18 months

    Still time....

    6 9 months to still grab advantages over

    competitors

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    Parting thought

    The semantic web will move the end

    points

    Now its filtered by destination

    In future it will be filtered by trust

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    Q&A

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    THANK YOU!!

    Contact Details:

    [email protected]: @suncao

    Blog: http://www.io1.biz/blog/

    mailto:[email protected]:[email protected]:[email protected]