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Catching up with Structured Data
Matthew BrownSMX Advanced 2012
Photo: flickr: dullhunk
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Matthew BrownSlideshare: MatthewBrownPDXTwitter: @MatthewJBrown
http://www.portlandground.com/archives/2003/05/steel_bridge_an.php
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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.
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@MatthewJbrown
So where are the search engines at with the semantic web?
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Google Knowledge Graph = Nothing New. More emphasis.
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Bing has less semantic search results, but has deals with both Twitter and Facebook
Image: Thos003
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Don’t sleep on Facebook. They’ve got a huge open graph of data
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Protip: Use Open Graph Markup in addition to schema, etc.
Open Graph
Schema
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@MatthewJbrown
Structured Data Tools
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Rich Snippets Bookmarklet: http://www.blindfiveyearold.com/rich-snippets-testing-tool-bookmarklet
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Bing Webmaster Tools Markup Validator
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http://linter.structured-data.org – Industrial Strength Structured Data Display
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Sindice.com – Semantic web search engine. Good way to see what sites are doing with linked data
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Also be on the lookout for new proposed data schemas
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@MatthewJbrown
Semantic Tech and Linked Data – Why should I care?
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JUST MAKE GREAT CONTENT!!!111
Semantic Data can create unique content in all sorts of ways
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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
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BBC and the 2012 Olympics: http://www.bbc.co.uk/blogs/bbcinternet/2012/04/sports_dynamic_semantic.html
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Point Blank SEO’s guide to data visualizations: http://pointblankseo.com/visualizations
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@MatthewJbrown
Getting started with semantic tech
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Linked Data is stored in RDF. These are called ‘triples.’
http://www.seoskeptic.com/seo-semantic-web/Great overview of the Semantic Web here
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SPARQL is the query language for RDF data
http://www.amazon.com/Learning-SPARQL-Bob-DuCharme/dp/1449306594
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http://richard.cyganiak.de/2007/10/lod/lod-datasets_2011-09-19_colored.html - Linking Open Data Cloud
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Example of how to use a food-related SPARQL query on a Kasabi dataset
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Many APIs are available on Kasabi, for ease of use with some datasets
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Be on the lookout for new linked datasets
No Data Format specified yet, but it’ll probably have a SPARQL endpoint
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Drupal has functionality to consume and publish RDF data. Guide to getting up and running at: http://semantic-drupal.com/
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LODSPeaKr – Simple Publishing Kit for Linked Data - http://alangrafu.github.com/lodspeakr/
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Example of a LODSPeaKr application pulling Farmer’s Market data and city information (Hi Rhea!)
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@MatthewJbrown
Add Semantic Tech to your SEO diet
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Learn what entities are.http://justinbriggs.org/entity-search-results-the-on-going-evolution-of-search
http://www.youtube.com/watch?v=KuAaa6lZxAU
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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.
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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
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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.