Download - Semantic web
TheSeman)cWebanditsImpactonInterna)onalWebsites
Prof.Dr.Mar)[email protected]
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Aboutme
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What’sSEO,Really?
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1.Beingvisibleforpoten)albuyers
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2.Ar)cula)ngthevalueproposi2on
But:ONenfla?enedtojustthepricetag…
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3.Foralargenumberofitems
Example NumberofProducts
BestBuy >400k
Amazon >4Mio.
Typicalsmallshops 1…10kitems
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KeyDriverofSearchCosts
Specificity
„Howmuchyouloosewhenyoucan‘tuseagoodforwhatitwasdesigned.“
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GrowthinSpecificity
1920:5168TypesofGoods
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Examples
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Examples
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Examples
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What’stheProblem?
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TheWWW:AGiantDataShredder
Source:StructuredData
Recipient:UnstructuredText
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LossofVarietyandDetailManyDifferentProducts
VarietyinPreferences
Manufacturers&Retailers Consumers
WebSearch
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OverlyPriceCompe))on
Only1–2ProductModelsConsideredComparisonShoppingontheSmallSubset
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What’sSeman&cSEO?
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Seman)cSEO
Usingproductmasterdatatoar2culateyourvalueproposi2onovertheWeb
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Principle:SmallDataPacketsInsideYourPage
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GoodRela)ons&RDFa
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GoodRela)onsScopePricesStores Features
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Seman)cSEO:ImmediateEffects• ImprovedYahooRendering
• GooglePriceInfo
• Ranking/Informa)onEntropy
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Seman)cSEO:Near‐termEffects• LinkingDatasheets&Offers• LinkingOffers&Loca)onInfo• Seman)cAffiliateMarke)ng
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ReferenceUsers• Yahoo
• BestBuy• Overstock.com• Amajorautoma)vecompany
• >10,000smallerbusinessesworld‐wide
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PageSizeandLoadingTime:NoProblem
MainPage(KB) ProductItemPage(KB)HTML Total HTML Total
BestBuy 102 815 236 1536Amazon 187 736 286 712eBay 54 445 75 849
Mean 114 665 199 1032
MainPage ProductItemPageHTML Total HTML Total
Minimal 1,40% 0,24% 1,31% 0,25%Full 2,19% 0,38% 3,22% 0,62%WithFeatures n/a n/a 6,03% 1,16%
RegularPages
IncreasebyGoodRela)ons
inRDFa
24h?p://www.heppresearch.com/
Prof.Dr.Mar2nHepp
HeppResearchGmbHKarlstraße8D‐88212RavensburgGermany
Phone+497512058512Fax+4932121020296
Webh?p://www.heppresearch.com/[email protected]
Twi_er@heppresearchSkypeheppresearch
CEO,HeadofResearch
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