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©2017
Machines see this?...
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©2017
How Search Used to Work• Users of the Web would use comma separated
keywords, and would employ quotation marks, and symbols like * and + to “trick” the search engines into delivering the results we needed.
• Search engines would match strings and return (many) pages of links for us to cull through.
Because… Keywords!
©2017
Machines (including search engines) see this...
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©2017
We Need to Add Some Extra Code
• to connect DATA
• to make information interpretable by machines
©2017
Linking People• Our Profiles
• Our Likes
• Our Dislikes
• Our Interests
• Our Friends, Followers, Connections, and Communities
• Our Opinions, Thoughts, Comments, and Reviews
All connected by…
©2017
It’s hard to interpret meaning when all you see are characters,
images, and formatting.
Context is critical.
©2017
Web 3.0 – Linking DataAlbum Title
Price (in USD)
Media Format
AlbumCover
Band Name“I see: things + relationships. This is about a collection of music.”
©2017
What Kind of Data Are We Adding?
• Semantic Data – communicate meaning• Structured Data – follow a formal structure• Linked Data – linked by URIs
Smart Data!!
©2017
• Healthcare / Life Sciences• Financial Services• Manufacturing / Retail• Marketing, Advertising• SEO/SEM• Libraries• Archives• Museums • Governments• Enterprise Software Vendors
Who’s Using Them?
©2017
• Activities• Businesses• Groups• Organizations• People• Places• Products and Entertainment• Websites
OGP is used to Describe…
©2017
What is schema.org?
“…A collection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major search providers.”
©2017
Based on a sample of 12 billion web pages:
• ~5 million domains (6% of domains)
• 15 billion entities (i.e. “things”)
• 65 billion semantic statements
• 2.5 billion pages (~21% of pages)
-Reported in an August 2014 SemTechBiz Keynote by R. V. Guha, Google Fellow
Schema.org Adoption
31% of pages (Dec. 2015)
©2017
What is schema.org?
“…A collection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major search providers.”
©2017
Growing Pains
• Immature tools available
• Lack of understanding/misinformation
• Meaning is difficult to automate
• Vocabularies change.
©2017
• Global companies showing as local
• Old data conflicts
• Entities mismatched to concepts
Feeling the Pain
Incorrect signals are being sent to machines.
©2017
Wikidata is a project of the Wikimedia Foundation: a free, collaborative, multilingual, secondary database, collecting structured data to provide support for Wikipedia, Wikimedia Commons, the other Wikimedia projects, and well beyond that.
©2017
Data from these trusted sourcesis available for you
to use in your applications TODAY.
Data you can LINK to.
Questions? Operators are standing by.
THANK YOU!
[email protected]@EricAxelhttp://linkedin.com/in/ericfranzon
Are youbeing seenin the Web?
©2017
Resourceshttps://flic.kr/p/6krdsMhttps://flic.kr/p/p9jiDKhttps://flic.kr/p/3q8afLhttps://flic.kr/p/brJs4Ghttps://flic.kr/p/78rsTchttps://flic.kr/p/bpSeR2https://flic.kr/p/pQcWQthttps://flic.kr/p/daKwMLhttps://flic.kr/p/8bpMhFhttp://www.flickr.com/photos/dawnmanser/3532853278/http://www.flickr.com/photos/artolog/3983764041/http://www.flickr.com/photos/97964364@N00/59780745/https://flic.kr/p/p1FYTdhttps://www.flickr.com/photos/andrikoolme/32123136165https://www.flickr.com/photos/bjtechnewsphotolibrary/31231185724https://www.flickr.com/photos/corrafig/30320040075/