Using Semantics to Enhance Content

•

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Presented at SES Chicago, December 2009. How using labeled links (vocabulary,) strong identifiers and standard markup formats such as HTML5 Microdata can improve SEO.

Tecnología Educación

Using Semantics to
Enhance Content

Jamie Taylor, Ph.D.

amazement astonishment

stupor daze

jolt

impact SHOCK
???? impact

blow ﬁght
bump combat

offend appall

revolt nauseate

percussion

1977 Alec Baldwin

Rick Rubin
Colombia

female Penélope Cruz
Beautiful Liar

percussion

1977 instrument Alec Baldwin
birthday performed-with

Rick Rubin
producer
born-in
Colombia
gender friends-with

performed
female Penélope Cruz
Beautiful Liar

percussion

1977 instrument Alec Baldwin
birthday performed-with

Rick Rubin
born-in
Shakira producer

Colombia
gender friends-with

performed
female Penélope Cruz
Beautiful Liar

Labeled Links
(vocabulary)
Strong Identiﬁers
Standard Format

@tags
#tags

short URLs

The Twitter Vocabulary

http://www.bestbuy.com/site/She+Wolf…

http://www.daylife.com/topic/Shakira

http://twitter.com/shakira

http://www.facebook.com/shakira

http://www.myspace.com/shakira

http://www.last.fm/music/Shakira

http://www.netﬂix.com/RoleDisplay/Shakira/20046629

http://www.guardian.co.uk/music/shakira

Microformats
•(Relatively) easy to use
•Small, ﬁxed vocabulary

•No standard parsing pattern
•No strong identiﬁers
•Limits utility

RDFa
•Unambiguous identiﬁers
•Extensible vocabulary
•Standard parsing patterns
•Produces RDF

RDF
Triple

Subject Predicate Object
Shakira Knows Penélope Cruz
Penélope Cruz Starred In Vanilla Sky

Shakira Born “1977”

RDFa
•Unambiguous identiﬁers
•Extensible vocabulary
•Standard parsing patterns
•Produces RDF

•Harder (than you would like) to use
•Rules about formatting based on RDF

HTML5 Microdata
•Easy to use
•Strong identiﬁers
•Extensible vocabulary
•Easy to parse

•In last call for comments stage!
•Usable! Now!

Ontologies
<http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a>
<http://www.w3.org/1999/02/22-rdf-syntax-ns#type>
<http://rdf.freebase.com/ns/business.employment_tenure>.
<http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a>
<http://rdf.freebase.com/ns/business.employment_tenure.company>
<http://rdf.freebase.com/ns/en.determine_software>.
<http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000007e53e16>
<http://rdf.freebase.com/ns/education.education.institution>
<http://rdf.freebase.com/ns/en.mounds_view_high_school>.<http://rdf.freebas
e.com/ns/guid.9202a8c04000641f8000000007e53e16>
<http://www.w3.org/1999/02/22-rdf-syntax-ns#type>
<http://rdf.freebase.com/ns/education.education>.

Ontologies
! Labeled Links
<http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a>
<http://www.w3.org/1999/02/22-rdf-syntax-ns#type>

(vocabulary)
<http://rdf.freebase.com/ns/business.employment_tenure>.
<http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a>
<http://rdf.freebase.com/ns/business.employment_tenure.company>
<http://rdf.freebase.com/ns/en.determine_software>.
<http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000007e53e16>
<http://rdf.freebase.com/ns/education.education.institution>

! Strong Identiﬁers
<http://rdf.freebase.com/ns/en.mounds_view_high_school>.<http://rdf.freebas
e.com/ns/guid.9202a8c04000641f8000000007e53e16>
<http://www.w3.org/1999/02/22-rdf-syntax-ns#type>
<http://rdf.freebase.com/ns/education.education>.

! Standard Format

Microformats RDFa Microdata

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Using Semantics to Enhance Content

1. Using Semantics to Enhance Content Jamie Taylor, Ph.D.

2. What do y’all mean Semantics?

3. amazement astonishment stupor daze jolt impact SHOCK ???? impact blow ﬁght bump combat offend appall revolt nauseate

8. PageRank tm

9. percussion 1977 Alec Baldwin Rick Rubin Colombia female Penélope Cruz Beautiful Liar

10. percussion 1977 instrument Alec Baldwin birthday performed-with Rick Rubin producer born-in Colombia gender friends-with performed female Penélope Cruz Beautiful Liar

11. percussion 1977 instrument Alec Baldwin birthday performed-with Rick Rubin born-in Shakira producer Colombia gender friends-with performed female Penélope Cruz Beautiful Liar

12. 10,704,421 Topics

13.

14.

15.

16. Labeled Links (vocabulary) Strong Identiﬁers Standard Format

17. percussion 1977 instrument Alec Baldwin birthday performed-with Rick Rubin born-in Shakira producer Colombia gender friends-with performed female Penélope Cruz Beautiful Liar

18. @tags #tags short URLs The Twitter Vocabulary

19.

20. ! Labeled Links (vocabulary) Strong Identiﬁers Standard Format

21.

22. http://www.bestbuy.com/site/She+Wolf… http://www.daylife.com/topic/Shakira http://twitter.com/shakira http://www.facebook.com/shakira http://www.myspace.com/shakira http://www.last.fm/music/Shakira http://www.netﬂix.com/RoleDisplay/Shakira/20046629 http://www.guardian.co.uk/music/shakira

23. ! Labeled Links (vocabulary) ! Strong Identiﬁers Standard Format

24. Microformats •(Relatively) easy to use •Small, ﬁxed vocabulary •No standard parsing pattern •No strong identiﬁers •Limits utility

25. RDFa •Unambiguous identiﬁers •Extensible vocabulary •Standard parsing patterns •Produces RDF

26. RDF Triple Subject Predicate Object Shakira Knows Penélope Cruz Penélope Cruz Starred In Vanilla Sky Shakira Born “1977”

27.

28.

29. RDFa •Unambiguous identiﬁers •Extensible vocabulary •Standard parsing patterns •Produces RDF •Harder (than you would like) to use •Rules about formatting based on RDF

30. …and the winner is…

31. HTML5 Microdata •Easy to use •Strong identiﬁers •Extensible vocabulary •Easy to parse •In last call for comments stage! •Usable! Now!

32. HTML5 Microdata Tools and Widgets

34. Ontologies ! Labeled Links <http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> (vocabulary) <http://rdf.freebase.com/ns/business.employment_tenure>. <http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000005b7ab1a> <http://rdf.freebase.com/ns/business.employment_tenure.company> <http://rdf.freebase.com/ns/en.determine_software>. <http://rdf.freebase.com/ns/guid.9202a8c04000641f8000000007e53e16> <http://rdf.freebase.com/ns/education.education.institution> ! Strong Identiﬁers <http://rdf.freebase.com/ns/en.mounds_view_high_school>.<http://rdf.freebas e.com/ns/guid.9202a8c04000641f8000000007e53e16> <http://www.w3.org/1999/02/22-rdf-syntax-ns#type> <http://rdf.freebase.com/ns/education.education>. ! Standard Format Microformats RDFa Microdata

Using Semantics to Enhance Content

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