1. PRACTICAL BUSINESS
USES OF RDFA:
To search engines and beyond!
Jay Myers, bestbuy.com

2. G: THIS
IN AVE
W AR N NM AY H
ENT ATIO E TO
P RES ALTERE D DU NTS
EN UNC EME
BE NNO A.ORG
CEN TA
R E SC HEM
F RO M

4. SEO PENDULUM THEORY
Human
Machine
Comprehension
Equilibrium
Comprehension

5. SEO PENDULUM THEORY
Human
Machine
Comprehension
Equilibrium
Comprehension

6. SEO PENDULUM THEORY
OO
DATA T
M I C R O .ORG
A
RDFa - SCHEM
Human
Machine
Comprehension
Equilibrium
Comprehension

8. <div
id="productsummary">
<div
class="pdpsummarybox">
<h1>Apple&#174;
-­‐
iPad&#153;
with
Wi-­‐Fi
-­‐
16GB</h1>
<div
id="detailband">
<strong>Model:</strong>MB292LL/A<span
class="sep">
|</span>
<strong>SKU:</strong>9811355<br/>
<div
id="reviewband"><strong>Customer
Reviews:&nbsp;</strong><img
src="misc/ra[ngs_star_4_1.gif"
alt="4.1
out
of
5
stars"
/>
<span
id="reviewscore"><strong>4.1</strong></span>
<span
id="reviewnum">&nbsp;<a
href="#customerreviews">Read
reviews
(179)</a></span>
</div>
</div>
</div>
<hr
/>
</div>

9. <div
id="productsummary"
xmlns:v="hap://rdf.data-­‐vocabulary.org/#"
xmlns:gr="hap://purl.org/goodrela[ons/v1#">
<div
class="pdpsummarybox"
typeof="v:Review-­‐aggregate">
<h1><span
rel="v:itemreviewed">Apple&#174;
-­‐
iPad&#153;
with
Wi-­‐Fi
-­‐
16GB</span></h1>
<div
id="detailband"
rel="v:ra[ng">
<strong>Model:</strong><span
property="gr:hasMPN">MB292LL/A</span><span
class="sep">
|</
span>
<strong>SKU:</strong><span
property="gr:hasStockKeepingUnit">9811355</span><br/>
a
<div
id="reviewband"
typeof="v:Ra[ng">
<strong>Customer
Reviews:</strong><img
src="misc/ra[ngs_star_4_1.gif"
alt="4.1
out
of
5
stars"
/>
<span
id="reviewscore"
property="v:average">4.1</strong></span>
<span
content="5"
property="v:best"/></span>
<span
id="reviewnum"><a
href="#customerreviews">Read
reviews
(<span
property="v:count">179</span>)</a></span>
</div>
<div
rel="gr:hasPriceSpecifica[on"
id="price">
<h3>Reg.
Price:</h3>
<span
typeof="gr:UnitPriceSpecifica[on"
about="hap://products.semweb.bestbuy.com/y/
products/7590289/#UnitPriceSpecifica[on_7590289_1">
$<span
property="gr:hasCurrencyValue"
datatype="xsd:float">499.99</span>
<span
property="gr:hasCurrency"
datatype="xsd:string">USD</span>
<span
property="gr:priceType"
content="SRP"
datatype="xsd:string"></span>
<span
property="gr:hasUnitOfMeasurement"
datatype="xsd:string"
content="C62"></
span>
<span
property="gr:valueAddedTaxIncluded"
datatype="xsd:boolean"
content="true"></span>
</span>
</div>
</div>
</div>
<hr
/>
</div>

10. height product category
brand
GTIN price
image UPC
delivery time
delivery charge
SKU EAN
weight
accepted payment name
methods
seller info store location
url
description tax (VAT)
serial number width
rating
price/ offer validity
dates (valid from/ to) SKU depth
make/ model number
color store hours
delivery method
warranty eligible selling region

11. BEYOND!
(#1)

12. PROMOTING PRODUCT
DISCOVERY (HUMANS)
www.bestbuy.com/shop/thermometers
<div
class="hproduct"
id="8967228"
typeof="gr:Offering"
about="#Offering_8967228">
<div
class="image-­‐col">
<a
href="
/site/Oregon+Scien[fic+-­‐+Grill-­‐Right+Wireless+Talking+Barbeque/Oven+Thermometer/
8967228.p?id=1218005657631&skuId=8967228&st=thermometers&cp=1&lp=28"
rel="product"
class="uri"><img
src="
hap://images.bestbuy.com/BestBuy_US/images/products/8967/8967228_rc.jpg"
alt="8967228
Angle
Detail"
border="0"
class="thumb"
height="112"
id="pThumb_1218005657631"
width="105"
/></a></div>
<div
class="info-­‐side”>
<div
rel="gr:hasPriceSpecifica[on">
<h4
class="price
sale"
typeof="gr:UnitPriceSpecifica[on"
about="#UnitPriceSpecifica[on_8967228_sale">
$59.99<span
property="gr:hasCurrencyValue"
datatype="xsd:float"
content="59.99"></span>
<span
property="gr:hasUnitOfMeasurement"
datatype="xsd:string"
content="C62"></span>
<span
property="gr:valueAddedTaxIncluded"
datatype="xsd:boolean"
content="true"></
span>
</h4>
</div>
</span>

13. PROMOTING PRODUCT
DISCOVERY (MACHINES)
www.bestbuy.com/shop/thermometers

14. PROMOTING PRODUCT
DISCOVERY (MACHINES)
www.bestbuy.com/shop/thermometers

15. BEYOND!
(#2)

18. RICH DATA EXTRACT
1
www.bestbuy.com/products/availability;zip=55428;upc=0036725233539;
2
3

19. BEYOND!
(#3)

20. YOUR WEB SITE IS THE API!
XML
Sitemap
RDFa
encoded
web

21. THANK YOU!
@jaymyers