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Semantic Optimization with Structured Data - SMX Munich

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Craig Bradford, SMX Munich
The future of structured data isn’t about understanding what a thing is, it’s about understanding what a thing can do. It is allowing us to move past "strings to things" and into actions and anticipatory search. In this presentation I cover:

How structured data has changed (strings to things)
How to get apps indexed by Google
Using structured data to say what a thing can do (things to actions)
Email markup for events and more
The future of Google Now (actions to anticipation)
Some predictions and trends about what comes next

Publicado en: Marketing

Semantic Optimization with Structured Data - SMX Munich

  1. 1. brought to you by… March 2015 SEMANTIC OPTIMIZATION WITH STRUCTURED DATA
  2. 2. @CraigBradford Craig  Bradford VP,  London Distilled
  3. 3. 2011...
  4. 4. We had Panda Image  Credit
  5. 5. But not Penguin Image  Credit
  6. 6. (Not Provided)
  7. 7. Schema.org
  8. 8. Strings to Things The goal in 2011
  9. 9. source: Tesco Who is this? Image  Credit
  10. 10. source: Tesco Snoop Dog
  11. 11. source: Tesco Snoop Dog Snoop Doggy Dogg
  12. 12. source: Tesco Snoop Dog Snoop Doggy Dogg Snoopzilla
  13. 13. source: Tesco Snoop Dog Snoop Doggy Dogg Snoopzilla Bigg Snoop Dogg
  14. 14. source: Tesco Snoop Dog Snoop Doggy Dogg DJ Snoopadelic Snoopzilla Bigg Snoop Dogg
  15. 15. source: Tesco Snoop Dog Snoop Doggy Dogg DJ Snoopadelic Snoopzilla Bigg Snoop Dogg Snoop Lion
  16. 16. source: Tesco <div  itemscope  itemtype="http://schema.org/Person">      <span  itemprop=“name">Snoop  Dog</span>   </div> Microdata
  17. 17. source: Tesco <div  vocab="http://schema.org/"  typeof="Person">      <span  property="name">Jane  Doe</span>   </div> RDFa <script  type="application/ld+json">   {      "@context":  "http://schema.org",      "@type":  "Person",      "name":  "Jane  Doe"   }   </script> JSON-LD
  18. 18. source: Tesco <div  itemscope  itemtype="http://schema.org/Person">    <span  itemprop="name">Snoop  Dog</span>    <span  itemprop="sameAs"  content="http:// en.wikipedia.org/wiki/Snoop_Dogg"></span>   </div> SameAs tag introduced 2013
  19. 19. source: Tesco Success The reward
  20. 20. source: Tesco
  21. 21. source: Tesco
  22. 22. I won’t talk about any of that today
  23. 23. Google’s mission is to organize the world’s information and make it universally accessible and useful.
  24. 24. No mention of webpages or search engines
  25. 25. source: Tesco The old “Google it” Search with words on a computer
  26. 26. source: Tesco The old “Google it” Get a list of webpages
  27. 27. source: Tesco The new “Google it” Search anywhere
  28. 28. source: Tesco The new “Google it” Get anything
  29. 29. Organise the world’s information
  30. 30. Universally accessible?
  31. 31. Project Loon Image  Credit
  32. 32. Useful?
  33. 33. Useful? That depends…
  34. 34. Useful data helps you get more done ✔️
  35. 35. How does Google help us get more done?
  36. 36. Understanding user intent
  37. 37. query “london tube stations”
  38. 38. explicit aspect of query implicit aspect of query iPhone user, on street in London “london tube stations”
  39. 39. explicit aspect of query implicit aspect of query iPhone user, on street in London “london tube stations” Critical  to   understanding  user   intent
  40. 40. 1. Action (Do) 2. Informational (Know) 3. Navigational (Go)
  41. 41. “Download Adobe reader” Likely user intent: Download software “Do”
  42. 42. Standard set of results
  43. 43. “Online personality test” Likely user intent: Take an online personality test “Do”
  44. 44. Standard set of results
  45. 45. “Know” “Germany” Likely user intent: Find travel and tourism information for planning a vacation or holiday, or find information about the German geography, languages, economy, etc. Much harder to know what you want
  46. 46. Results reflect that
  47. 47. “How to remove candle wax from carpet” Likely user intent: Find information on how to remove candle wax from carpet “Know”
  48. 48. No need to visit a page
  49. 49. “Go” “YouTube” Likely user intent: Go to the homepage of YouTube
  50. 50. Hard to say what you want from YouTube
  51. 51. “Sony customer services” Likely user intent: Go to the customer support page on official Sony website “Go”
  52. 52. UK  IP  Address Information you want in search results
  53. 53. US  IP  Address Implicit location information
  54. 54. KnowDo Go Regular search Knowledge graph Answers
  55. 55. Strings to things Things to actions
  56. 56. Strings to things Things to actions ✔️ ?
  57. 57. The future of structured data isn’t about understanding what a thing is, it’s about understanding what a thing can do
  58. 58. How can you help people get more done?
  59. 59. source: Tesco More ways to achieve the same goal
  60. 60. Sometimes the best place to do an action isn’t on a webpage
  61. 61. “The LinkedIn Problem”
  62. 62. Connection request on mobile (I have app installed)
  63. 63. Directed to a login page
  64. 64. Directed to a login page
  65. 65. source: Tesco This gives Google a problem
  66. 66. source: Tesco They can’t crawl apps This gives Google a problem
  67. 67. They need our help
  68. 68. 1. What action can the app take? 2. Where should the action be done? They need answers
  69. 69. 1. What action can the app take? 2. Where should the action be done? Structured data They need answers
  70. 70. The reward
  71. 71. App ChangesWebsite Changes 1. Add  deep  link  annotations   2. Verify  your  website  in  Play  store 1. Update  the  app  manifest  file How
  72. 72. App Changes
  73. 73. Intent-filter (What can this thing do?)
  74. 74. <intent-filter android:label="@string/filter_title_viewgizmos"> <action android:name="android.intent.action.VIEW" /> <category android:name="android.intent.category.DEFAULT" /> <category android:name="android.intent.category.BROWSABLE" /> <data android:scheme="http" android:host="www.example.com" android:pathPrefix="/gizmos" /> Update Manifest File
  75. 75. Adding Deep Links (Where should the action be done?)
  76. 76. android-app://{package_name}/{scheme}/{host_path} Anatomy of a deep link Package  IDProtocol • Scheme   • http   • custom Host  Path
  77. 77. android-app://{package_name}/{scheme}/{host_path} Example - Rick Roll - Get the URL Package  IDProtocol • Scheme   • http   • custom Host  Path www.youtube.com/watch?v=dQw4w9WgXcQ
  78. 78. android-app://{package_name}/{scheme}/{host_path} Find the YouTube App on Google Play Package  IDProtocol • Scheme   • http   • custom Host  Path …store/apps/details?id=com.google.android.youtube
  79. 79. Combine Protocol android-­‐app:// Package  ID com.google.android.youtube/ Scheme http/ Host  Path www.youtube.com/watch?v=dQw4w9WgXcQ + + + = android-­‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ
  80. 80. https://twitter.com/craigbradford Example - Follow me on Twitter (Regular Link)
  81. 81. Taken to the mobile version of the site
  82. 82. (Deep link) bit.ly/craigsmx Example - Follow me on Twitter
  83. 83. Native App
  84. 84. Add Deep Links to Your Website <link>  element Schema.org  ActionsSitemap  <url>
  85. 85. <link>  element <html>   <head>      ...      <link  rel="alternate"  href="android-­‐app:// com.google.android.youtube/http/www.youtube.com/watch? v=dQw4w9WgXcQ"  />      ...   </head>   <body>  …  </body>
  86. 86. Sitemap  <url> <?xml  version="1.0"  encoding="UTF-­‐8"  ?>   <urlset  xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"    xmlns:xhtml="http://www.w3.org/1999/xhtml">   <url>      <loc>http://www.youtube.com/watch?v=dQw4w9WgXcQ</loc>      <xhtml:link  rel="alternate"  href="android-­‐app://com.google.android.youtube/http/ www.youtube.com/watch?v=dQw4w9WgXcQ"  />   </url>   ...   </urlset>
  87. 87. Schema.org  Actions <script  type="application/ld+json">   {      "@context":  "http://schema.org",        "@type":  "WebPage",        "@id":  "www.youtube.com/watch?v=dQw4w9WgXcQ",        "potentialAction":  {          "@type":  "ViewAction",            "target":  "android-­‐app://com.google.android.youtube/http/www.youtube.com/watch? v=dQw4w9WgXcQ"      }   }   </script>  
  88. 88. Verify your website and App http://bit.ly/smxverify
  89. 89. *Terms and Conditions do Apply Android only (at the moment)
  90. 90. No Website?
  91. 91. App indexing API Web and App App Only Deep linking and/or indexing API App indexing API
  92. 92. App Indexing API
  93. 93. Page  1
  94. 94. Page  1 Page  2
  95. 95. Page  1 Page  3Page  2
  96. 96. Flats for sale Flats for rent Flats in London Flat prices Flat Zoopla Flats in London Personalised  Autocomplete
  97. 97. Flats for sale Flats for rent Flats in London Flat prices Flat Zoopla Flats in London Flats for sale Flats for rent Flats in London Flat prices Flat Zoopla Flats in London
  98. 98. Acquisition Behaviour Outcomes • Reviews • In-depth articles • Social profiles • Events • Recipes • etc. Old structured data
  99. 99. Acquisition Behaviour Outcomes • Deep linking • App indexing API New structured data
  100. 100. What about Email?
  101. 101. No MaybeYes How many emails could you answer with …
  102. 102. 104 Accept Invite?
  103. 103. Yes,  subscribe  me  to  this   list Confirm your Subscription?
  104. 104. Yes No Maybe RSVP
  105. 105. Gmail Actions 1. In-App Actions 2. Go-to App Actions
  106. 106. One-Click Action Save Confirm
  107. 107. RSVP
  108. 108. Reviews
  109. 109. Go-to Actions
  110. 110. 112 In-App - RSVP <script  type="application/ld+json">   {      "@context":  "http://schema.org",      "@type":  "Event",      "name":  "John's  Birthday  Party",      ...  information  about  the  event  ...      "action":  {          "@type":  "RsvpAction",          "actionHandler":  {              "@type":  "HttpActionHandler",              "url":  "https://events-­‐organizer.com/rsvp? eventId=123",              "method":  "POST",              "requiredProperty":  "rsvpStatus",          }      }   }   </script>
  111. 111. 113 Go-To - Watch Movie <script  type="application/ld+json">   {      "@context":  "http://schema.org",      "@type":  "EmailMessage",      "action":  {          "@type":  "ViewAction",          "url":  "https://watch-­‐movies.com/watch?movieId=abc123",          "name":  "Watch  movie"      },      "description":  "Watch  the  'Avengers'  movie  online"   }   </script>
  112. 112. Approval guidelines bit.ly/smxemailactions
  113. 113. How it looks in Google inbox It’s easy - here’s a fake event I created
  114. 114. How it looks in Google inbox Example script: bit.ly/1O8trsE
  115. 115. 117 Can’t believe Google I/O is at my mum’s house…
  116. 116. 118 Can’t believe Google I/O is at my mum’s house… Example script: bit.ly/1O8trsE
  117. 117. More benefits to email markup
  118. 118. Natural language search
  119. 119. This doesn’t work in gmail
  120. 120. Google is very good at identifying things
  121. 121. Funny looking dog
  122. 122. Combine things beer+Seattle
  123. 123. Why is that useful?
  124. 124. source: Tesco The new “Google it”
  125. 125. Actions to Anticipation (Anticipatory search)
  126. 126. “When  we  started  Google  15  years  ago,   my  vision  was  that  information  would   come  to  you  as  you  need  it.  You   wouldn’t  have  a  search  query  at  all.”   Sergey  Brin Image  Credit
  127. 127. Action Status
  128. 128. 1. Potential - A description of an action that is supported 2. Active - An in-progress action (e.g. while watching the movie, or driving to a location) 3. Completed - An action that has already taken place
  129. 129. source: Tesco <script  type="application/ld+json">   {      "@context":  "http://schema.org",      "@type":  "MusicGroup",      "url":  [          "http://www.spotify.com/artist/Katy-­‐Perry-­‐35141/",          "android-­‐app://com.spotify.music/http/../listen"      ],      "name":  "Katy  Perry",      "potentialAction":  {          "@type":  "ListenAction",          "target":  [              "http://www.spotify.com/artist/Katy-­‐Perry-­‐35141/? autoplay=true&ext=1&playedFrom=197",              "android-­‐app://com.spotify.music/http/../listen"          ]      }   }   </script> Music Play Actions Match intent to potential actions
  130. 130. Google Now is getting better at anticipation
  131. 131. source: Tesco The App Web But it’s limited to Google data
  132. 132. Imagine Google had access to all your apps
  133. 133. 1. Music you’ve listen to 2. Movies you’ve watched 3. Things you’ve eaten 4. Your heart rate 5. Where you are now 6. Where you might be going 7. Who you’re meeting 8. What you’re reading now 9. What you might read soon
  134. 134. Done Doing Might  Do
  135. 135. It’s not a ridiculous possibility
  136. 136. + + Where you’re flying to When you’re flying When you’ve arrived What hotel you’re staying in
  137. 137. + + = Get to your hotel for €30 Nearest driver is 5 minutes away Order Car Now You recently took a Lyft from your home
  138. 138. + + = Get to your hotel for €30 Nearest driver is 5 minutes away Order Car Now You recently took a Lyft from your home They can probably do this now just using only structured data from flight and hotel confirmation emails.
  139. 139. It’s  amazing  to  the  extent  to  what   software  developers  kind  of  get  lazy,   and  they’re  okay  with  things  taking  a   while,”  Page  said.  “But  it’s  really  not   okay. Obsessed by speed Image  Credit
  140. 140. Apps are slow
  141. 141. Extensions are helping but still not great
  142. 142. http://bit.ly/smxcardsRead this The trend of cards
  143. 143. Google Now
  144. 144. Google Inbox
  145. 145. Twitter Cards
  146. 146. Image  Credit
  147. 147. So that’s anticipation V1…
  148. 148. How far can Google go?
  149. 149. How far can Google go? What about diagnosis?
  150. 150. Meet Tom
  151. 151. Meet Tom We made a bet
  152. 152. Meet Tom We made a bet Get under 10% body fat in 6 weeks
  153. 153. 81.1kg  Feb  13th 87.2  kg  April  13th +  6.1kg I had been going to the gym for a while
  154. 154. 81.1kg  Feb  13th +  6.1kg Start Bet started early May 87.2  kg  April  13th
  155. 155. I took this very seriously
  156. 156. Measured at University of Westminster
  157. 157. Measured at University of Westminster Not me
  158. 158. Starting Numbers 17.2% Body fat
  159. 159. I exercised 6/7 days, quit alcohol and tracked every meal for 6 weeks!
  160. 160. 81.1kg  Feb  13th +  6.1kg Start I lost a lot of weight quickly 87.2  kg  April  13th
  161. 161. Finishing Numbers…
  162. 162. Finishing Numbers 11.2% Body fat
  163. 163. My Reaction to the news…
  164. 164. But something interesting happened
  165. 165. I started to notice what food made me feel really good and what made me feel bad
  166. 166. Around the same time I read about “The pulse test” by Dr. Arthur Coca Image  Credit
  167. 167. It is based on the fact that allergens speed up the pulse. It consists essentially of testing isolated foods in order to tell which ones accelerate the pulse.
  168. 168. It is based on the fact that allergens speed up the pulse. It consists essentially of testing isolated foods in order to tell which ones accelerate the pulse. Could our smartphones and smart watches do all this for us?
  169. 169. + What you’ve eaten Your heart rate throughout the day
  170. 170. + What you’ve eaten Your heart rate throughout the day = You might be lactose intolerant Visit your GP Book an appointment We’ve detected irregularities in your heartbeat when you consume lactose.
  171. 171. The building blocks behind this is structured data
  172. 172. Key points 1. The future of structured data isn’t about understanding what a thing is, it’s about understanding what a thing can do (Strings - Things - Action - Anticipation) 2. Use structured data to help people get more done 3. Use structured data to influence all parts of your marketing (Acquisition - Behaviour - Outcomes) 4. Start planning for a world of APIs and cards
  173. 173. Thank You Craig Bradford @CraigBradford
  174. 174. I’m speaking at SearchLove Boston

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