smx west barbara starr, 2013 schema 201

Real World Markup For success: From a Search Engine Perspective.

Schema 201

By: Barbara StarrTwitter: @BarbaraStarrEmail: bstarr@algebraixdata.com

• Pursued a doctorate in Artificial Intelligence from South Africa in the 80's.

• Recruited to build intelligent/predictive trading systems on Wall Street

• Migrated to government-based contracts, several of which turned into real world products like

– SIRI (PAL from DARPA)– WATSON (Acquaint - IBM Watson Labs was a team

member)• From the vantage of a semantic technologist, I keenly

watched the evolution of the Semantic Web.• “Shocked into the real world” when working as a

consultant @ Overstock• Today - Educator, Consultant, Developer, Strategist

Meta Information

ME

By: Barbara StarrTwitter: @BarbaraStarrEmail: bstarr@algebraixdata.comLinkedin: http://www.linkedin.com/in/barbarastarr

My favorite author:Isaac Asimov

Favorite book:I Robot

Favorite character:MULTIVAC

Additional MetainformationFor the purpose of this talk:

same-as

MY ROBOT or Artificially Intelligent Entity or Search Engine

OWL

Metadatasame-as

OWLStructured Markup

same-as

OWLSemantic Markup

By Barbara StarrTwitter: @BarbaraStarrLinkedin: http://www.linkedin.com/in/barbarastarr

SEARCH ENGINE POINT OF VIEW

Structured markup for real world success! Just

some background first!

Sorry guys, but it’s back to me. He is a

headless browser (like googlebot and bingbot)

And does not talk to humans!

SEARCH ENGINE POINT OF VIEW

When listening to me, bear in mind that if you make

me happy, you will be too!

There are many means by which I can exploit structured markup!

SEARCH ENGINE POINT OF VIEW

RICH SNIPPETS 2009

tiles

Searchmonkey 2008

I can directly extract information from

structured markup to enhance SERP displays

SEARCH ENGINE POINT OF VIEW

I can search directly on consumed metadata!

SEARCH ENGINE POINT OF VIEW

I can provide direct answers to queries by

searching on consumed, verified and validated information

SEARCH ENGINE POINT OF VIEWI can even aggregate answers or deduce

them (like a timeline of events)

I can also leverage it to expose more relevant answers in the long tail

of search

SEARCH ENGINE POINT OF VIEW

I can even use it in conjunction with machine learning techniques- to eg.

Train other components

I can detect relevancy

signals: i.e what content to show

to what audience

I can use it to Assist in

interpreting a user query

Penn Treebank tagset

?

SEARCH ENGINE POINT OF VIEW

I can leverage metadata for better image

search

SIRI

I can combine it with computer vision techniques.

I can enhance user’s shopping experience.

SEARCH ENGINE POINT OF VIEW

I’m a Search Engine Robot

I could really use this stuff. And it is like the tower

of babel out there!

MicrodataMicroformatsRDFa

Multiple conflicting vocabularies that I will have to align internally

and multiple syntax formats as well.

Prior to Schema.org

Goodrelations for e-commerce

?

Timeline of RDFa and Semantic Web Adoption

As of Semtech 2011 June 2 – Schema.org announced

Inevitable passage of Semantic Web adoption –culminating in schema.org

Prolific growth of the LOD Cloud

SEARCH ENGINE POINT OF VIEW

Align and consume many vocabularies that may not be of interest to search

engines?

Rather mandate vocabulary And Syntax - microdata

A Search Engine alliance has the power

to MANDATE vocabulary and syntax!

17

\

Bringing Order from Chaos

On subjects Search Engines areInterested in!

With great:• Tools• Mappings• And more • From the W3C

SEARCH ENGINE POINT OF VIEW

Symbolic reasoning vsprobabilistic reasoning!

INTRODUCING THE KNOWLEDGE GRAPH

“Know” rather than “recognize”

SEARCH ENGINE POINT OF VIEW

♫

Folks finding answers on my page never even have to click through to yours!

And speaking of the knowledge

graph or knowledge carousel!

I can even now start to derive associations or relationships

between entities.

SEARCH ENGINE POINT OF VIEW

I find it so helpful that I would really like to be able to keep all that

validated verified information to myself!

SEARCH ENGINE POINT OF VIEW

Check out this great data highlighter. The information is available only to me and

not to any other search bots! Can you believe I have been

accused of hijacking structured markup?

I find it so helpful that I would really like to be able to keep all that

validated verified information to myself!

SEARCH ENGINE POINT OF VIEW

How do I make this information findable and visible to users?

I could use your assistance as follows!

SEARCH ENGINE POINT OF VIEW

Ensure the following match:• on page markup • data in any feeds you

submit• information visible to the

user/human!

Enrich your content/data.

Rich markup sends rich signals to search

engines.

Mark up as much

information as you can.

SEARCH ENGINE POINT OF VIEW Clearly, if you do not populate the “color”

attribute, it is not possible for your product to show

up in that filter.

As an example, look at the filters that show up on the left hand side in

Google Shopping.

SEARCH ENGINE POINT OF VIEW

For example, searching in the recipe vertical, if you have not entered recipe

information, your results will be “filtered out” from that

SERP result set.

This same type of logic also applies to the various verticals

(however at a higher level in the “search

taxonomy” so to speak)

SEARCH ENGINE POINT OF VIEW

Adding context in search verticals really

helps me serve up relevant information

(Seriously increases my recall), as does

geospatial information.Consumed information -Structured Data Dashboard

Google’s “SearchVerticals”

Notice any correlations?I would advise you to!

Consequently, drilling down into a query using more and more filters, enables me to better

refine my understanding of the intent of your

search .

RewardRISK

Visibility and misperceived information exposureoutweighs “Risk” as the exposure is controllable

Visibility overpowers RiskIn fact, if correctly done, Risk is completely controllable!

Determining what data to expose is optional, controllable and a business dependent decision.

Quantifiable, Measurable, Avoidable

• Fine line between visibility & exposing information?• Completely controllable

• Completely Avoidable

• Business dependent solution

• Level 5 Place Holder

SEARCH ENGINE POINT OF VIEW

They are also leveraging it in their newly released

graph search!Not only that, they are even building an entity graph not

dissimilar from my knowledge graph!

My social counterparts have been leveraging

structured markup (rdfa) for their

opengraph protocol for quite some time.

The Open Graph Protocol enables you tointegrate your Web pages into the social graph Example of crowdsourced

entity graph info source - places

SEARCH ENGINE POINT OF VIEW

Advice Summary!

Running Out of time

SEARCH ENGINE POINT OF VIEW

Make sure that everything you mark up is also visible to the human end user. If not, you are

cloaking!

Mark up everything you can. (within reason and your

business priorities)

SEARCH ENGINE POINT OF VIEW

Don’t try to spam me. You will not only run the risk of a penalty, but you will also lose my trust. (the latter is an important signal in and

of itself!)

Make sure your information is fresh and there are no stale links.

SEARCH ENGINE POINT OF VIEW

Ensure your data is of the highest possible quality (Cleaned and scrubbed)

and richly attributed. That will ensure your maximum visibility in my verticals and

search filters.

SEARCH ENGINE POINT OF VIEW

Check the list to see what is coming out next! Schema.org is

dynamic and is growing!

Mark up information not yet consumed by search

engines to get the advantage of extra lift

when it is adopted.

SEARCH ENGINE POINT OF VIEW

Stay tuned for way more to come in the not

too distant future!

Ensure your images are

enhanced and also marked up.

By Barbara StarrTwitter: @BarbaraStarr

Linkedin: http://www.linkedin.com/in/barbarastarr

E-mail: bstarr@algebraixdata.com

Bye for now