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Web 2.0 & Search Engines presented in Search Engine Strategies (SES) 2008 , Toronto.
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Web 2.0 & Search Engines
Search Engine Strategies 2008
Ambles Kwok
Senior Engineering Manager
Yahoo! Canada Inc
YAHOO! CONFIDENTIAL
Search Engine Strategies 2008
<div id="hcard-Ambles-Kwok" class="vcard">
<span class="fn">Ambles Kwok</span>
<span class="title">Sr. Engineering Manager</span>
<div class="org">Yahoo! Canada</div></div>
- 2 -
What I am (and am not) about to tell you?
SEO: The Goal
Web 2.0 & Semantic Web
SEO + Semantic Web = SEO 2.0
Yahoo! Semantic Web Strategy in Search
✗ Optimize your AJAX/Flash/UGC pages
✗ Cover details all Microformats
✗ Comparing eRDF, RDF, and RDFa
✗ Create your first SearchMonkey
YAHOO! CONFIDENTIAL
- 3 -
SEO: The Basics
• SEO
– Drive Traffic
– Lots of Traffic
– How?
•Be found
•Drive Click Thru
Pictu
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YAHOO! CONFIDENTIAL
- 4 -
Web 2.0 (definition by tag cloud)
Tag Cloud by Markus Angermeier
YAHOO! CONFIDENTIAL
- 5 -
Semantic Web (definition by example)
<b> <em>vs.
YAHOO! CONFIDENTIAL
- 6 -
Content vs. Contextual Data
• Paris Hilton • Hilton (in) Paris
YAHOO! CONFIDENTIAL
<div id="hcard-Paris-Hilton" class="vcard"> <span class="fn">Paris Hilton</span></div>
<div id="" class=“hcard"> <div class="org">Hilton</div> <div class="adr”> <span class="locality">Paris</span> </div></div>
- 7 -
Semantic Web – Before you know it!
YAHOO! CONFIDENTIAL
<a href=http://myblog.com/ rel=“nofollow”>myblog</a>
rel=“nofollow”
- 8 -
Live Semantic Web Example: SES 2008 on Upcoming
hCard
hReview<div class="hreview"> <span class="reviewer vcard">Reviewer: <span class="fn url”> <a href=http://upcoming.yahoo.com/user/159507/>Ambles</a> </span> <abbr class="dtreviewed" title="20080623T2300-0400”>June 13, 2008</abbr></span> <div class="description”>Looking forward!</div></div>
rel-tag<a href="http://upcoming.yahoo.com/tag/seo/" rel="tag">seo</a><a href="http://upcoming.yahoo.com/tag/sem/" rel="tag">sem</a><a href="http://upcoming.yahoo.com/tag/online/" rel="tag">online</a>…
YAHOO! CONFIDENTIAL
- 9 -
Yahoo’s SearchMonkey
• Web 2.0 + Yahoo! =
• SearchMonkey + POSH = SEO 2.0
• Supported HTML Annotations: microformats, eRDF, & RDFa
• Supported Microformats: hCard, hEvent, hReview, hAtom, XFN 1.1
• Leverage semantic web to enable blended search
YAHOO! CONFIDENTIAL
- 10 -
SearchMonkey Live Example
YAHOO! CONFIDENTIAL
- 11 -
SearchMonkey Example
YAHOO! CONFIDENTIAL
- 12 -
A Few SearchMonkey Examples
http://gallery.search.yahoo.com/
YAHOO! CONFIDENTIAL
- 13 -
Semantics Web & SEO?
What does it mean to me?
How does Semantics Web affect my Search Engine Strategy?
YAHOO! CONFIDENTIAL
- 14 -
Imagine …
• You perform a search for a person’s name and see their family tree, business acquaintances, friends and significant others, along with the ability to download their vCard (possibly to your handheld)
• You search for a keyword such as “Ford mustang” and receive a list of sites, photos, and documents that people have decided to relate to the word “Ford mustang” through tagging on their website.
• You search for a product and receive a list of reviews related to that product which people all over the net have posted on their website.
• You search for a specific date and receive a list of categorized events occurring on that date that people have posted on their website.
YAHOO! CONFIDENTIAL
Source: http://blog.usweb.com/archives/how-microformats-affect-search-engine-optimization-seo/
- 15 -
Semantic Web Search & Conclusion
• “Context is King!”
• Keywords, URL, & links are SEO 1.0
• Structured pages are SEO 2.0
• Semantic Web is NOW! Adopt it NOW!
• Semantic Web + Search Engine
• Think outside the browser
• Define your own heatmap
YAHOO! CONFIDENTIAL
- 16 -
Appendix: Resources
• Contact: [email protected]
• Semweb/SW: http://www.w3.org/2001/sw/
• SearchMonkey: http://developer.yahoo.com/searchmonkey/
• Microformats: http://microformats.org/
YAHOO! CONFIDENTIAL
- 17 -
Facts
• Yahoo SearchMonkey supports microformats, eRDF, and RDFa
• Microsoft Outlook supports hCalendar
• Google Maps supports hCard (permalink)
• Alexa (AWSP) supports hCard Search
YAHOO! CONFIDENTIAL
- 18 -
Web 2.0 Definition
• Web 2.0 is a set of economic, social, and technology trends that collectively form the basis for the next generation of the Internet – a more mature, distinctive medium characterized by user participation, openness, and network effects.
Source: O’Reilly Radar “Web 2.0 Principles and Best Practices”
YAHOO! CONFIDENTIAL
- 19 -
Web 2.0 (definition by tag cloud)
Tag Cloud by Markus Angermeier
YAHOO! CONFIDENTIAL
- 20 -
Mircoformats (µf)
• A schema to provide contextualization
• New buzzword after XML
YAHOO! CONFIDENTIAL