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8/14/2019 Drupal RDF
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Drupal For Marketing
# RDF
How the Semantic Web will boost your
SEO
by Fintan Galvin,
White Label Development
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About me - Business
Owner of the IO1 Group
White Label Development (www.white-label.biz)
Dedicated to working with marketing companies
IO1 (www.io1.biz)
Largest Drupal company in UK
Major sponsor for Drupal community
CVS, Testing.drupal.org, etc.
Primary sponsor for RDF in Drupal 7
Semantic web Fanatics
Large-scale SEO experts
http://testing.drupal.org/http://testing.drupal.org/8/14/2019 Drupal RDF
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About me - Personal
10 years promoting the Semantic Web
to anyone that would listen
Sun Tzu student Geek
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A web aimed at machines, not people.
The Semantic Web
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What is the Semantic Web?
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Simply put.......
The Semantic Web allows us to
Explicitly provide information about stuff
on websites so that software (e.g. A
search engine) does not have to guess at
what you meant when you wrote it
Provide intelligent links between stuff on
the web
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Wind - a common problem
I go out for a stroll on a breezy day and as I wind my
way along, I feel the wind in my face.This sets my mind thinking about how to improve the
way that people wind up companies when they fall on
their face?
Recently I was involved in the wind up of a companythat was involved in making gears for wind up clocks.
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Example without RDFA
What the users see :
I stayed in the Paris Hilton and met Paris Hilton.
What the search engines see :
I stayed in the Paris Hilton and met Paris
Hilton.
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Example with RDFA
What the users see :
I stayed in the Paris Hilton and met Paris Hilton.
What the search engines see :
I stayed in the
ParisHilton and met Paris Hilton.
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Current Status
Widespread adoption of
RDFa
Microformats
FOAF SIOC
GEO
etc.
Semantic publishers
Yahoo
US Gov
Cnet Reuters
Dbpedia
Digg
Kelkoo
Etc
http://esw.w3.org/topic/TaskForces/CommunityProjects/LinkingOpenData/DataSets
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http://www4.wiwiss.fu-berlin.de/bizer/pub/lod-datasets_2009-07-14_colored.png
Imagine how much content I can generate from these datasets!
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Who's making money ?
Freebase
Tripit
Wolframalpha
Travelocity
Bing
Swotti
Panasonic
Professional services
Usage
Enterprise versions
Sales
Advertisement
Affiliate
Advertisement
Product Advisor
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What it means to SEs Stop the guess-work / Return better results
Build more intelligent link graphs
Potential for major blackhat issues
Directly compete with companies
Business networks (Linkedin)
Directories / Comparison sites
Geo based services
E-commerce sites
Social networks
You?
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What do you get
Rich snippets
More targeted traffic
Easier to analyse competitors
Easier to integrate data from external sources
Easier to share data
A chance to grab an advantage
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SEO
Getting to No. 1
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What is SEO The ability to get your content to the top of search
engine listings
Drupal semantic web experts
Yes, its tooooo easy to rank for long tail, bringing in
quality issues for Search Engines
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SEO Breakdown
On-Site SEO
Off-site SEO
Content tools Competitive / Market Research
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On-site SEO - Overview
Now
Words used
Page structure
HTML
URLs
etc
Next
As before
Meaning of words
used
Site structure
Expressed
relationships between
entities
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On-site SEO :
What we give search engines Now
Robots.txt
sitemap.xml
Next/Now
Robots.txt
sitemap.xml RDFA
RDF
Microformats
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HTML + RDFa
HTML
For users
Structure
information for
viewing
H1
Bold UL
etc
RDFA
For Computers
Structure
information for
processing
DC
FOAF SIOC
etc
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On-site : How to Win
Add semantic information to your data
Adopt Early (well maybe not early, but don't be any later!)
Get RDFA and microformats on your pages ASAP
Realise that opening your data up is critical
Data silos are losing value
Make sure you know what people can do with your data
USE STANDARDS
Google et al don't know about your internal standards
You don't have the time, you need to be focused on
developing points of difference
USE DRUPAL ;-)
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Off-Site SEO
Now
Link Text
No. of links
Who links arefrom
SE guess context
of links
Next As before
SE will know
exactly thecontext of links
Links express
relationships
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Off-site SEO : Old links
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Off-site : How to Win
Promote your data's availability
To search engines
To people who are creative
Constantly push to have your data integrated into other sites Make it easy for people to use semantic references to your data
Create semantically rich sites focused on niches
Figure out how your site can be a partner in a niche i.e. what
can you provide to others in the niche or outside your niche
Think in terms of people creating web applications rather than
web sites
USE DRUPAL ;-)
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Content Tools
Now
Micro sites
deployments
Rapid Sitedeployments
Re-purposing data
External data
Integration Content Distribution
Next
All that just got
easier
Rapid adoption of
new niche
standards
Be able to giveand take semantic
data
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Content Tools : How to Win
Use a CMS that can produce/consume semantic data
Have well established data structures with mappings to open
standards
Have well defined templates for publishing semantic data
Start by adding any site wide elements you can
Ensure all pages provide at least some semantic data
e.g. DC.TITLE, DC.CREATOR
Speed Ensure that you have the capabilities to rapidly deploy new
content in any format needed
USE DRUPAL ;-)
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Competitive research tools
Now
Link research
WHOIS / IP
Simple link graphs
Simple tools
Online services
Next
As before
Complex link
graphs
Complex in-house
and online tools
Semantic contentanalysis
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Competitive research - How to
Win Start building / using semantic tools now
Build tools that aggregate semantic data from
as wide a variety of sources as possible
Index and monitor your competitors sites for
semantic data
Monitor social data on individuals in
competitors Use DRUPAL ;-)
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Drupal
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What is Drupal
A framework and an application (according toDries)
A web application framework (according to me)
A semantic content platform (definitely)
A community
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State of Drupal7 + RDF
Agreed final D7 featuresin Paris
Extended deadline for
rdf in D7
IO1 stepped up to the
plate and sponsored
Scor to get it done
Scor Delivered
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My favourite commit
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Why to use Drupal
Its dedicated to the Semantic Web
Its incredibly flexible / scalable
Drupal 7 is essentially a Semantic Webpublishing framework
Views & Feed API Module brings
Drupal's semantic capabilities to a
whole new level
Its way ahead of the competition
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How long do you have?
Its 9pm and someone just told you
about the party that started at 8pm,
how quick can you join in
It will buzz over the next 12-18 months
Still time....
6 9 months to still grab advantages over
competitors
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Parting thought
The semantic web will move the end
points
Now its filtered by destination
In future it will be filtered by trust
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Q&A
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THANK YOU!!
Contact Details:
[email protected]: @suncao
Blog: http://www.io1.biz/blog/
mailto:[email protected]:[email protected]:[email protected]