structured data: where did that come from & why are google asking for it

Structured Data Where did that come from

and why are Google†asking for it †and others

Richard Wallis Evangelist and FounderData [email protected]@rjw

SMXL Workshop Milan

November 14th 2017

[email protected] — @rjw

Independent Consultant, Evangelist & Founder




40+ Years - Computing27+ Years – Cultural Heritage technology12+ Years – Semantic Web & Linked Data


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




Worked With:• Google – Schema.org vocabulary, site, extensions

documentation and community






documentation and community• OCLC – Global library cooperative






documentation and community• OCLC – Global library cooperative • FIBO – Financial Industry Business Ontology Group






documentation and community• OCLC – Global library cooperative • FIBO – Financial Industry Business Ontology Group• Various Clients – Implementing/understanding Schema.org

British Library — Stanford University — Europeana




• Where• What• WhyWhere did that come from



SMXL Workshop Milan

November 13th 2017

Structured Data

• Where• What• WhyWhere did that come from


Structured Data

Structured Data

• Where• What• Why

Structured Data

— did it come from— is Schema.org — does Google need it


Structured Data

— did it come from — is Schema.org — does Google need it


The Web Conceived

Tim Berners-Lee

The Web Conceived● 1989●

March

Tim Berners-Lee

The Web Conceived● 1989●

March

Tim Berners-Lee

Vague but exciting …

● 1999●

● 1999●

Tim Berners-Lee, 1999

“I have a dream for the Web [in which computers] becomecapable of analyzing all the data on the Web – the content, links,and transactions between people and computers. A ‘SemanticWeb’, which should make this possible, has yet to emerge, butwhen it does, the day-to-day mechanisms of trade, bureaucracyand our daily lives will be handled by machines talking tomachines. The ‘intelligent agents’ people have touted for ages willfinally materialize”

● 1999●

Tim Berners-Lee, 1999

“I have a dream for the Web [in which computers] becomecapable of analyzing all the data on the Web – the content, links,and transactions between people and computers. A ‘SemanticWeb’, which should make this possible, has yet to emerge, butwhen it does, the day-to-day mechanisms of trade, bureaucracyand our daily lives will be handled by machines talking tomachines. The ‘intelligent agents’ people have touted for ages willfinally materialize”

Intelligent Agents …

“A Linked Data Web” – Introducing Linked Data

“A Linked Data Web” – Introducing Linked Data

● 2009Feb

Linked Data

05-2007

Linked Open Data Cloud

Linked Open Data05-200711-200709-200809-200707-200909-201009-201108-2014

Linked Open Data Cloud

Linked Open Data05-200711-200709-200809-200707-200909-201009-201108-2014

Linked Open Data CloudImpressive!

Linked Open Data05-200711-200709-200809-200707-200909-201009-201108-2014

Linked Open Data CloudImpressive! • Raw Data

• Many Vocabs• SPARQL

Linked Open Data05-200711-200709-200809-200707-200909-201009-201108-2014

Linked Open Data CloudImpressive!

But Useful?

• Raw Data• Many Vocabs• SPARQL

Structured Data





2● 2011 ●

June

Introducing Schema.org

Knowledge Graph

Knowledge Graph

16● 2012 ●

May

Google Knowledge Graph

Google Knowledge Graph

Knowledge Graph

Related Entities in a Graph

Knowledge Graph

Bart Simpson


Knowledge Graph

Bart Simpson

Nancy Cartwright

Played By


Knowledge Graph

Bart Simpson

Nancy Cartwright

Dayton Ohio

Played By

Born In


Knowledge Graph

Bart Simpson

Nancy Cartwright

Dayton Ohio

Dayton AviationHeritage National Park

Played By

Born In

Place of Interest


Knowledge Graph

Knowledge GraphSources for the Graph

Knowledge GraphPowered by the Graph


Knowledge Panel


Knowledge Panel

Info Box


Knowledge Panel

Info Box

Answer Box


Knowledge Panel

Info Box

Answer Box

Rich Snippets


Knowledge Panel

Info Box

Answer Box

Rich Snippets

Voice

Using Schema.org

Using Schema.org

•Data embedded in website html-Microdata / RDFa / JSON-LD

Using Schema.org

•Data embedded in website html-Microdata / RDFa / JSON-LD•Harvested during normal web crawls

Using Schema.org

•Data embedded in website html-Microdata / RDFa / JSON-LD•Harvested during normal web crawls•Under control of the [site] publisher

Schema.org today

• In use on over 12 million domains•Broad core vocabulary:-Types: 597 Properties: 867 Values: 114

Schema.org today

• In use on over 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

• In use on over 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 SitesFound On 30% Pages*

* In a 10 billion page sample - 2015

Schema.org today

A de facto vocabulary for structured data on the web12+ Million



Schema.org today

A de facto vocabulary for structured data on the web12+ Million


So, what does it look like ….


Banc of California

Structured Data





Structured Data



†and others

†

At Pubcon yesterday, Gary Illyes from Google focused quite a bit of time on structured data

http://www.pubcon.com/

At Pubcon yesterday, Gary Illyes from Google 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.




… 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






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.


What I would have said….(If I had another 20 minutes here!)


Summary

Schema.org Structured Data:

• Its about describing Things


Summary


• Its about describing ThingsNot necessarily web pages


Summary



To aid discovery and discoverability


Summary




• Its about describing relationships


Summary




• Its about describing relationshipsWith other things — People, Places, Events, Offers,

Suppliers, Reviews, Authoritative Descriptions


Summary






• It is new to us but not scary


Summary






• It is new to us but not scaryNo more than CSS, JavaScript, HTML5 was


Summary







Built on sound Semantic Principles core to the Web


Summary








• Don’t just sprinkle Schema terms in html


Summary









It needs some thought & planning


Summary










Think about the non-web page scenarios


Summary











• What should we be doing now/next


Summary












Learning about it / trying it


Summary












Learning about it / trying it

Start giving the search engines the data they need

to drive users to our products/services




SMXL Workshop Milan

November 14th 2017




SMXL Workshop Milan

November 14th 2017

http://slideshare.net/rjw

structured data: where did that come from & why are google asking for it

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