Web Site Visibility in the Giant Graph of Commerce Data

•

6 likes•938 views

In this talk, I explain the impact of the GoodRelations vocabulary, the RDFa syntax for rich meta-data, and the Linked Data initiative for Search Engine Optimization (SEO).

Business Technology Design

GoodRelations & RDFa:
Site Visibility in the Giant Graph of
Commerce Data

Dr. Martin Hepp
Professor, Head of Group
Universität der Bundeswehr München, Germany

No Unified View: Jumping Back
and Forth Across Data Silos

Site Page Page
Search Engine Results

1 1 2
Search Engine Results
Search Engine Results
Search Engine Results

Page Page
3 4

Site Page
2 5

Site Page Page Page
3 6 7 8

Today: Loss of Variety and Detail
Many Different Variety in
Products Preferences
Web Search

Manufacturers & Consumers
Retailers

Overly Price Competition

Only 1 – 2 Product Models Considered
Comparison Shopping on the Small Subset

GoodRelations: A Unified View
on Commerce Data on the Web
Extraction
and Reuse
Arbitrary Query

Manufacturers
Retailers
Payment
Delivery

Product Model Warranty
Master Data
Auctions

Principle 1:
Piggybacking Rich Meta-Data

Principle 2:
Build Links to Data, not just to Documents

hasMakeAndModel

isCompatibleWith

Key Challenge for Site Owners
Add Rich Meta-Data Link to Useful Data
•  Price •  Manufacturer
•  Product Features •  Related Products
•  Payment Options •  Reviews
•  Stores
•  Opening Hours

Site Visibility in the
Giant Graph of Commerce Data

Impact on SEO
Traditional GoodRelations & RDFa
•  Becoming #1 for •  Maximizing site
broad queries visibility for specific
–  “Restaurant Chicago” searches
•  Engine-specific –  Product features
–  Location
•  Engine-neutral

Multi-hub Affiliate Marketing
•  Rewarding multiple affiliates who contribute to closing a
deal
•  Examples
–  Translations
–  Better rich meta-data

Original Variant 1 Variant 2

Immediate Benefit: Yahoo
Enhanced by SearchMonkey

Mobile: iPhone, Android,
Windows Mobile

http://www.mobeedo.com

GoodRelations Scenarios
Minimal Simple Comprehensive

GoodRelations CookBook

http://tr.im/cookbook

Extensions for Shop Software
•  osCommerce
–  http://code.google.com/p/goodrelations-for-oscommerce/
•  Joomla/Virtuemart
–  http://code.google.com/p/goodrelations-for-joomla/
•  Oxid eSales
–  http://www.ebusiness-unibw.org/wiki/GoodRelations4Oxid
•  Magento
–  Extension: Uwe Stoll, http://www.semantium.de/
–  Testshop: http://www.la-mousson.de/
•  Planned: Drupal/Ubercart, …

Please Follow-up

http://purl.org/goodrelations/
Twitter: mfhepp
Skype: mfhepp

Thank you!

Prof. Dr. Martin Hepp
Chair of General Management and E-Business
Universitaet der Bundeswehr Muenchen
Werner-Heisenberg-Weg 39
D-85579 Neubiberg, Germany
Phone: +49 89 6004-4217
Fax: +49 89 6004-4620
http://www.unibw.de/ebusiness/

http://purl.org/goodrelations/
mhepp@computer.org

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Web Site Visibility in the Giant Graph of Commerce Data

1. GoodRelations & RDFa: Site Visibility in the Giant Graph of Commerce Data Dr. Martin Hepp Professor, Head of Group Universität der Bundeswehr München, Germany

2. No Unified View: Jumping Back and Forth Across Data Silos Site Page Page Search Engine Results 1 1 2 Search Engine Results Search Engine Results Search Engine Results Page Page 3 4 Site Page 2 5 Site Page Page Page 3 6 7 8

3. Today: Loss of Variety and Detail Many Different Variety in Products Preferences Web Search Manufacturers & Consumers Retailers

4. Overly Price Competition Only 1 – 2 Product Models Considered Comparison Shopping on the Small Subset

5. GoodRelations: A Unified View on Commerce Data on the Web Extraction and Reuse Arbitrary Query Manufacturers Retailers Payment Delivery Product Model Warranty Master Data Auctions

6. Principle 1: Piggybacking Rich Meta-Data

7. Principle 2: Build Links to Data, not just to Documents hasMakeAndModel isCompatibleWith

8. Key Challenge for Site Owners Add Rich Meta-Data Link to Useful Data •  Price •  Manufacturer •  Product Features •  Related Products •  Payment Options •  Reviews •  Stores •  Opening Hours Site Visibility in the Giant Graph of Commerce Data

9. Impact on SEO Traditional GoodRelations & RDFa •  Becoming #1 for •  Maximizing site broad queries visibility for specific –  “Restaurant Chicago” searches •  Engine-specific –  Product features –  Location •  Engine-neutral

10. Multi-hub Affiliate Marketing •  Rewarding multiple affiliates who contribute to closing a deal •  Examples –  Translations –  Better rich meta-data Original Variant 1 Variant 2

11. Immediate Benefit: Yahoo Enhanced by SearchMonkey

12. Mobile: iPhone, Android, Windows Mobile http://www.mobeedo.com

13. http://igoogr.appspot.com/

14. http://igoogr.appspot.com/

15. How?

16. GoodRelations Scenarios Minimal Simple Comprehensive

17. GoodRelations CookBook http://tr.im/cookbook

18. Extensions for Shop Software •  osCommerce –  http://code.google.com/p/goodrelations-for-oscommerce/ •  Joomla/Virtuemart –  http://code.google.com/p/goodrelations-for-joomla/ •  Oxid eSales –  http://www.ebusiness-unibw.org/wiki/GoodRelations4Oxid •  Magento –  Extension: Uwe Stoll, http://www.semantium.de/ –  Testshop: http://www.la-mousson.de/ •  Planned: Drupal/Ubercart, …

19. Please Follow-up http://purl.org/goodrelations/ Twitter: mfhepp Skype: mfhepp

20. Thank you! Prof. Dr. Martin Hepp Chair of General Management and E-Business Universitaet der Bundeswehr Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217 Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/ http://purl.org/goodrelations/ mhepp@computer.org

Web Site Visibility in the Giant Graph of Commerce Data

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