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Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch Dean of the Library @kenning_msu

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Page 1: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Walk Before You Run

Prerequisites to Linked Data

Kenning ArlitschDean of the Library

@kenning_msu

Page 2: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Linked Data applications will not matter if search engines can’t first find library websites and repositories, crawl them, and understand the metadata provided.

First, Take Care of Basics

Page 3: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Agenda

Traditional SEO (Search Engine Optimization)– Optimize hardware, software, websites, metadata

Semantic Web Optimization– Semantic Identity– Schema.org Projects at MSU

• Using a vocabulary understood by search engines• Improve machine comprehension

Page 4: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Funded Research

• 2011-2014– “Getting Found: Search Engine Optimization for

Digital Repositories”• 2014-2017

– “Measuring Up: Assessing Accuracy of Reported Use and Impact of Digital Repositories

– Partners• OCLC Research• Association of Research Libraries• University of New Mexico

Page 5: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

SEARCH ENGINE OPTIMIZATIONPart 1 of 3

Page 6: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

SEO Building Blocks

• Priority 1 – Increase Reach– Get objects indexed by search engines

• Priority 2 – Increase Visibility in SERP– Provide robust descriptive content

• Priority 3 – Get Relevant– Increase click-through rates (CTR)

Page 7: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Why it Matters

Page 8: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Where College Students Begin Research

2005 2010

DeRosa, Cathy, et al. “Perceptions of Libraries, 2010: Context and Community: A Report to the OCLC Membership”, OCLC, 2010.

Page 9: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

* http://www.comscore.com/Insights/Market-Rankings/comScore-Releases-November-2014-U.S.-Desktop-Search-Engine-Rankings

Americans submit 18 billion search queries to search engines each month*• 12 billion to Google sites (67%)• 3.5 billion to Microsoft sites (19%)• 1.8 billion to Yahoo! Sites (10%)• 355 million to Ask Networks (.02%)• 224 million to AOL, Inc. (.01%)How much of that traffic is directed to our libraries?

Need more reasons?

Page 10: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Our Research Inspiration

• Ten years building digital libraries– Mountain West Digital Library– Utah Digital Newspapers– Western Waters Digital Library– Western Soundscape Archive

• Were they being used?

Page 11: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Basic SEO improved Utah’s collection accessibility in Google…

92%

79%

51%

12%

0% 25% 50% 75% 100%

Average

07/05/10 04/04/11 11/30/11 12/05/13

Google Index Ratio - All Collections*

• Google Index Ratio = URLs submitted / URLs Indexed by Google• ~150 collections containing ~170,00 URLs (07/2010) and ~170 collections containing ~282,000 URLs (12/2013)

Page 12: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

...Producing significant increases in the average number of page views per day…

Avg. Page Views / Day content.lib.utah.edu

Page 13: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

…resulting in more referrals and visitors

12 week comparison 2010 vs. 2012

Page 14: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Technical Barriers to SE Crawlers

• Website Design – Graphics– Confusing site hierarchies and paths

• Slow servers• CMS often lack canonical links• Metadata

– Schema not understood by SE– Not unique– Inconsistent/inaccurate

Page 15: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Challenge is presenting structured data SE’s can identify, parse and digest

Wolfinger, N. H., & McKeever, M. (2006, July). Thanks for nothing: changes in income and labor force participation for never-married mothers since 1982. In 101st American Sociological Association (ASA) Annual Meeting; 2006 Aug 11-14; Montreal, Canada (No. 2006-07-04, pp. 1-42). Institute of Public & International Affairs (IPIA), University of Utah.

Human Readable

Google ScholarUnderstandable

Page 16: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Google Scholar can read and understand!Google Scholar

Page 17: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Organizational/Cultural Themes

• Traditional SEO is an afterthought• Librarians think too small re potential traffic• Organizational communication is poor• Analytics are usually poorly implemented• Vendors are slow to catch on to SEO problems

– Because we don’t demand it

Page 18: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

How does a library justify SEO?

• Promote use of collections• Accountability to funding organizations• Improve institutional reputation

– Increase citation rates– Attract research funding– Attract students and faculty

Page 19: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Recommended SEO Process

• Institutionalize SEO– Strategic Plan/driven by administration– Accurate Measurement Tools

• Traditional SEO– Get Indexed = Index Ratio– Get Visible = Search Engine Results Page (SERP)

• Semantic Web Optimization– Get Relevant = Click Through Rates (CTR)

Page 20: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

SEMANTIC WEB OPTIMIZATIONPart 2 of 3

Page 21: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Semantic Identity

Library organizations are poorly defined and represented on the Semantic Web…

Page 22: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Google’s Knowledge Graph

“A knowledge base … to enhance search results with semantic-search information gathered from a wide variety of sources”

Source: Wikipedia

Page 23: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search
Page 24: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search
Page 25: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search
Page 26: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Google’s Perception of MSU Lib - 2012

Page 27: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Where does Google get its information?

Page 28: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Trusted Sources for Search Engines

• No Wikipedia presence? – You don’t exist as an important “entity” or “thing”– You exist as a string of (confusing) text

• Other influences on the Knowledge Graph– FreeBase (phasing out)– Wikidata– Google Places/Google My Business– Google+

Page 29: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Wikipedia - 2012

Page 30: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

DBPedia entry - 2012

Page 31: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search
Page 32: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

2014 DBpedia entry

Page 33: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Remember, this was 2012

Page 34: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

MSU Library - 2014

Page 35: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

TWO MSU SCHEMA.ORG PROJECTSPart 3 of 3

Page 36: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search
Page 37: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Schema.org

• Common vocabulary for describing things on the web

• Supported by Bing, Google, Yahoo and Yandex• “On-page markup helps search engines

understand the information on webpages and provide richer results.”

• https://support.google.com/webmasters/answer/1211158?hl=en

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Page 38: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Hypothesis

• Implementing Schema.org will– Improve machine understanding of content– Improve rich snippets shown in SERP– Increase click-through rates from SERP

– More traffic– More users finding what they’re looking for

Page 39: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Project 1: A Controlled Experiment by Jason Clark (with Michelle Gollehon)

• Two digital collections• Similar size/content/date range

– Photos and historical documents

• 1 optimized with Schema.org (Schultz)• 1 control (Brook)

Page 40: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

A Revised Digital Library Architecture

• Collection Page (home page)– arc.lib.montana.edu/schultz-0010/

• About Pages (about page, topics page)– arc.lib.montana.edu/schultz-0010/about.php– arc.lib.montana.edu/schultz-0010/topics.php

• Item Pages (individual record page)– arc.lib.montana.edu/schultz-0010/item/31

• Sitemap and rel=canonical work– arc.lib.montana.edu/schultz-0010/

Page 41: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search
Page 42: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search
Page 43: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Results

Page 44: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Project 2: Schema.org IR Data Model by Jeff Mixter and Patrick OBrien

• 1909 DC records from the Montana State University ScholarWorks IR– scholarworks.montana.edu

• Started with Schema.org as the base • Created an extension vocabulary using the same

mechanics and conventions used in Schema.org– It is published as RDFa– http://purl.org/montana-state/library/

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Page 45: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

schema: http://schema.org/dcterms: http://purl.org/dc/terms/mont: http://purl.org/montana-state/library/

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Page 46: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Syndication of RDF data

• Loaded all 1909 RDF descriptions back into the ScholarWorks repository – Tweaked DSpace to pull and display JSON-ld data

• Newly created entities loaded into a Triple Store with a Pubby frontend – Amazon Web Services

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Page 47: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Google Webmaster Tools

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Page 48: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

CTR? Not so much, yet

Page 49: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Semantic Web Team• Kenning Arlitsch, Dean @kenning_msu• Patrick OBrien, Semantic Web Director @sempob• Jeff Mixter, Research Associate, OCLC Research• Jason Clark, Head of Lib Informatics and Computing @jaclark• Scott Young, Digital Initiatives Librarian @hei_scott• Doralyn Rossmann, Head of Coll Development @doralyn• Jean Godby, Senior Research Associate, OCLC Research

Page 50: Walk Before You Run - OCLC · Walk Before You Run Prerequisites to Linked Data Kenning Arlitsch. Dean of the Library. @kenning_msu . Linked Data applications will not matter if search

Relevant Publications• Arlitsch, Kenning, and Patrick S. OBrien. (2013) Improving the visibility and use of digital

repositories through SEO. Chicago: ALA TechSource. ISBN-13: 978-1-55570-906-8

• Mixter, Jeff, Patrick OBrien and Kenning Arlitsch. “Describing Theses and Dissertations using Schema.org,” Proceedings of the International Conference on Dublin Core and Metadata Applications 2014, Dublin Core Metadata Initiative: 138-146.

• Arlitsch, Kenning. “Being Irrelevant: How Library Data Interchange Standards have kept us off the Internet,” Journal of Library Administration, 54, no. 7 (2014): 609-619.

• Arlitsch, Kenning, Patrick OBrien, Jason A. Clark, Scott W.H. Young and Doralyn Rossmann. “Demonstrating Library Value at Network Scale: Leveraging the Semantic Web with New Knowledge Work,” Journal of Library Administration, 54, no. 5 (2014): 413-425.

• Arlitsch, Kenning, Patrick OBrien, and Brian Rossmann. "Managing Search Engine Optimization: An Introduction for Library Administrators." Journal of Library Administration 53, no. 2-3 (2013): 177-188.

• Arlitsch, Kenning, and Patrick S. O'Brien. "Invisible institutional repositories: Addressing the low indexing ratios of IRs in Google Scholar." Library Hi Tech 30, no. 1 (2012): 60-81.