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Things Not StringsUnderstanding Semantic Search
What is it?
What is it?
Semantic Search seeks to improve search accuracy by
understanding searcher intent and the contextual meaning of terms as they appear in the searchable
dataspace, whether on the Web or within a closed system, to generate more relevant results.
Source: http://mashable.com/category/semantic-search/
But…
What does it really mean?
What does it really mean?Matching vs. Understanding
MatchingKeywords
Results
UnderstandingIntent
“Things”
“Quentin Tarantino” is a person.
“Quentin Tarantino” makes movies.
UnderstandingIntent
“Things”
Things=Relationships
How does it work?
Web 1.0
Producer Consumer
Web 2.0C/P
C/P
C/P
C/P = Consumer/Producer
How does it work?
Semantic Web
C/P
C/P = Consumer/Producer
C/P C/P
How does it work?
How does it work?
How does it work?
Canary = Yellow, Diamond= Type of precious Rock, Bangle= Some type of bracelet
How does it work?
How does it work?
ABC Attorneys123 Main StreetMalibu, CA 90263(555) 423-2352
<div itemscope itemtype=”http://schema.org/Attorney”><span itemprop=”name”>ABC Attorneys</span><div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”><span itemprop=”streetAddress”>123 Main Street</span><span itemprop=”addressLocality”>Malibu</span>,<span itemprop=”addressRegion”>CA</span><span itemprop=”postalCode”>90263</span></div>Phone: <span itemprop=”telephone”>(555) 423-2352</span><a href=”http://googlemapsurl.com” itemprop=”maps”>URL of Map</a></div>
Quentin Tarantino
Things=Relationships
EntityURI: Uniform resource identifier
Quentin Tarantino
Person
Things=Relationships
RDF
Is a
Resource Description Framework
Quentin Tarantino
FilmDirector
Person
UngloriousBastards
Things=Relationships
ChristophWaltz
Stanley Kubrick
Germany
How does it work?
How does it work?
How does it work?
<div itemprop=”address” itemscope itemtype=”http://schema.org/City”><span itemprop=”name”>Paris</span><div itemscope itemtype=”http://schema.org/Hotel”><span itemprop=”name”>Hilton</span>
Why do we want/need it?
Why do we want/need it?
Semantic Search seeks to improve search accuracy by understanding searcher intent and the contextual meaning of terms as they appear in the searchable dataspace, whether on the Web or within a closed system, to generate more relevant results.
Their = They’re
Why do we want/need it?
Mobile and desktopSearch experience is different
Why do we want/need it?
Mobile and desktopSearch experience is different
Search EnginesAnswer Engines
1. Kyle lives in Vancouver2. Kyle knows John3. John lives in Vancouver
Why do we want/need it?
Who does Kyle know who also lives in Vancouver?
When is this happening?
When is this happening?Today
Google Hummingbird
When is this happening?
Rich Snippets
When is this happening?
Not Provided
When is this happening?
New markups
When is this happening?
When is this happening?
Structured Data
When is this happening?
Structured Data
When is this happening?
Google Voice Search
When is this happening?
Google Voice Search
When is this happening?
Google Voice Search
Where is this going?
Where is this going?
Where is this going?
Where is this going?
NO
Where is this going?
No Data Available
-Is Golden Gate Park bigger than Central Park?
-Yes-Which way to Malcolm’s flat?- Take the next left