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hReview & the Semantic Web:
the New Meta Keywords

            Doug Thomas



    Internet Marketing Associate @

           Search Influence, LLC © Proprietary & Confidential
Traditional
                                                         HTML




                                                        Semantic
                                                          Web




                                           from 1989 WWW proposal
                                                         2
Search Influence, LLC © Proprietary & Confidential
Semantic Web Cross-Section
               HTML4                                        XML/HTML5
                based                                         based
            Microformats
Meta                                                          Schema (2011)
               (2006)
                                                          Music, Reviews, Recipes
Data         hReview, hCard
                                                        based on HTML5 microdata
             hProduct, hFeed



Social                                                   Open Graph (2010)
 Link        XFN (2003)
                                                         Connects with Facebook
         rel= on links and anchors
Graph                                                    Description, Titles, Images



                                                                                3
                    Search Influence, LLC © Proprietary & Confidential
Popularity




  http://www.google.com/insights/search/#q=hcard%2Chreview%2Copen%20graph%2Cxfn%2Cschema.org&cmpt=q




                                                                                                4
                               Search Influence, LLC © Proprietary & Confidential
hReview

• Extension of classes & IDs


• Based on hCard


• Ratings and written reviews
                                                              5
           Search Influence, LLC © Proprietary & Confidential
Tags in Three Parts:
hCard
<div id="hcard-{identifier}" class="vcard">
   <span class="fn {n|org}">{Name of Business}</span>
   <span class="adr">
       <span class="street-address">{Address}</span>
       <span class="locality">{City}</span>
       <span class="region">{State}</span>
       <span class="postal-code">{Zip}</span>
   </span>
   <span class="tel">{Telephone}</span>
</div>




                                                                    6
                 Search Influence, LLC © Proprietary & Confidential
Tags in Three Parts:
hReview Aggregate
   <div class="hreview-aggregate">
  <span class="item fn vcard">
     <span class="value-title" title="{Name}"></span>
  </span>
  <span class="rating">
     <span class="average">
        <span class="value-title" title="{#}"></span>
     </span>
     <span class="best">
        <span class="value-title" title="{#}"></span>
     </span>
     <span class="count">
       <span class="value-title" title="{#}"> </span>
     </span>
  </span>
</div>
                                                                    7
                 Search Influence, LLC © Proprietary & Confidential
Tags in Three Parts:
Single hReview
   <div class="hreview">
  <span class="item fn">
     <span class="value-title" title="{Name}"></span>
  </span>
  <span class="summary">
     <span class="value-title" title="{Text}"></span>
  </span>
  <span class="description">{Review Text}</span>
  <span class="reviewer">{Reviewer Name}</span>
  <span class="rating">
    <span class="value-title" title="{#}"></span>
  </span>
</div>



                                                                    8
                 Search Influence, LLC © Proprietary & Confidential
Smart hReview




     What could be better?



                                                           9
        Search Influence, LLC © Proprietary & Confidential
Best Practices
       Make sure NAP is consistent



       Link to what’s referenced



       Use shorthand & permalinks


                                                            10
         Search Influence, LLC © Proprietary & Confidential
Best Practices
       Use appropriate parts



       Use “value-title” to hide



       Use hCard for Who’s


                                                            11
         Search Influence, LLC © Proprietary & Confidential
That’s cool... I guess.




WHY?
                                                             12
          Search Influence, LLC © Proprietary & Confidential
hCard “In the Wild”
2007:




                                                           13
        Search Influence, LLC © Proprietary & Confidential
hReview “In the Wild”
Today’s SERPs:




Google Places:



                                                                    14
                 Search Influence, LLC © Proprietary & Confidential
Other Microformats

• rel=nofollow
• rel=author

•   hproduct
•   hfeed
•   hcalendar
•   hrecipe

                                                                    15
                 Search Influence, LLC © Proprietary & Confidential
More Semantic Markup:


                     XFN

               Schema

        Open Graph


                                                           16
        Search Influence, LLC © Proprietary & Confidential
XFN
• <a href=“link!” rel=“XFN relationship”>

  – rel=me


  – rel=colleague


  – rel=bookmark




                                                                       17
                    Search Influence, LLC © Proprietary & Confidential
Schema
• itemtype
  – Tells what kind of Schema


• itemscope
  – Turns on Schema


• itemprop
  – specific parts of schema




                                                                     18
                  Search Influence, LLC © Proprietary & Confidential
Schema “In the Wild”




                                                           19
        Search Influence, LLC © Proprietary & Confidential
What is Spam?


• Any kind of self-reporting?

• Moderating Feedback?

• Marking up reviews as votes?



                                                                20
             Search Influence, LLC © Proprietary & Confidential
Being Semantic
• Get UGC to directly get content for
  reviews

• Find flat content that could be semantic
                 –    Addresses
                 –    Events
                 –    Content
                 –    Products
                 –    People
                 –    Places
                 –    Profiles

                                                                 21
              Search Influence, LLC © Proprietary & Confidential

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hReview & the Semantic Web: the New Meta Keywords

  • 1. hReview & the Semantic Web: the New Meta Keywords Doug Thomas Internet Marketing Associate @ Search Influence, LLC © Proprietary & Confidential
  • 2. Traditional HTML Semantic Web from 1989 WWW proposal 2 Search Influence, LLC © Proprietary & Confidential
  • 3. Semantic Web Cross-Section HTML4 XML/HTML5 based based Microformats Meta Schema (2011) (2006) Music, Reviews, Recipes Data hReview, hCard based on HTML5 microdata hProduct, hFeed Social Open Graph (2010) Link XFN (2003) Connects with Facebook rel= on links and anchors Graph Description, Titles, Images 3 Search Influence, LLC © Proprietary & Confidential
  • 5. hReview • Extension of classes & IDs • Based on hCard • Ratings and written reviews 5 Search Influence, LLC © Proprietary & Confidential
  • 6. Tags in Three Parts: hCard <div id="hcard-{identifier}" class="vcard"> <span class="fn {n|org}">{Name of Business}</span> <span class="adr"> <span class="street-address">{Address}</span> <span class="locality">{City}</span> <span class="region">{State}</span> <span class="postal-code">{Zip}</span> </span> <span class="tel">{Telephone}</span> </div> 6 Search Influence, LLC © Proprietary & Confidential
  • 7. Tags in Three Parts: hReview Aggregate <div class="hreview-aggregate"> <span class="item fn vcard"> <span class="value-title" title="{Name}"></span> </span> <span class="rating"> <span class="average"> <span class="value-title" title="{#}"></span> </span> <span class="best"> <span class="value-title" title="{#}"></span> </span> <span class="count"> <span class="value-title" title="{#}"> </span> </span> </span> </div> 7 Search Influence, LLC © Proprietary & Confidential
  • 8. Tags in Three Parts: Single hReview <div class="hreview"> <span class="item fn"> <span class="value-title" title="{Name}"></span> </span> <span class="summary"> <span class="value-title" title="{Text}"></span> </span> <span class="description">{Review Text}</span> <span class="reviewer">{Reviewer Name}</span> <span class="rating"> <span class="value-title" title="{#}"></span> </span> </div> 8 Search Influence, LLC © Proprietary & Confidential
  • 9. Smart hReview What could be better? 9 Search Influence, LLC © Proprietary & Confidential
  • 10. Best Practices Make sure NAP is consistent Link to what’s referenced Use shorthand & permalinks 10 Search Influence, LLC © Proprietary & Confidential
  • 11. Best Practices Use appropriate parts Use “value-title” to hide Use hCard for Who’s 11 Search Influence, LLC © Proprietary & Confidential
  • 12. That’s cool... I guess. WHY? 12 Search Influence, LLC © Proprietary & Confidential
  • 13. hCard “In the Wild” 2007: 13 Search Influence, LLC © Proprietary & Confidential
  • 14. hReview “In the Wild” Today’s SERPs: Google Places: 14 Search Influence, LLC © Proprietary & Confidential
  • 15. Other Microformats • rel=nofollow • rel=author • hproduct • hfeed • hcalendar • hrecipe 15 Search Influence, LLC © Proprietary & Confidential
  • 16. More Semantic Markup: XFN Schema Open Graph 16 Search Influence, LLC © Proprietary & Confidential
  • 17. XFN • <a href=“link!” rel=“XFN relationship”> – rel=me – rel=colleague – rel=bookmark 17 Search Influence, LLC © Proprietary & Confidential
  • 18. Schema • itemtype – Tells what kind of Schema • itemscope – Turns on Schema • itemprop – specific parts of schema 18 Search Influence, LLC © Proprietary & Confidential
  • 19. Schema “In the Wild” 19 Search Influence, LLC © Proprietary & Confidential
  • 20. What is Spam? • Any kind of self-reporting? • Moderating Feedback? • Marking up reviews as votes? 20 Search Influence, LLC © Proprietary & Confidential
  • 21. Being Semantic • Get UGC to directly get content for reviews • Find flat content that could be semantic – Addresses – Events – Content – Products – People – Places – Profiles 21 Search Influence, LLC © Proprietary & Confidential

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