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Schema.orgStructured Datathe What, Why, & HowSearch Marketing ConnectRiminiDecember 14th 2018Richard WallisEvangelist and FounderData Liberaterichard.wallis@dataliberate.com@rjw

Independent Consultant, Evangelist & Founderrichard.wallis@dataliberate.com — @rjw

Independent Consultant, Evangelist & Founderrichard.wallis@dataliberate.com — @rjw40+ Years - Computing27+ Years – Cultural Heritage technology12+ Years – Semantic Web & Linked Data

Independent Consultant, Evangelist & FounderW3C Community Groups:• Schema Bib Extend (Chair) - Bibliographic data• Schema Architypes (Chair) - Archives• Financial Industry Business Ontology – fibo.schema.org• Tourism Structured Web Data (Co-Chair)• Schema Course Extension• Schema IoT Community• Educational & Occupational Credentials in Schema.orgrichard.wallis@dataliberate.com — @rjw40+ Years - Computing27+ Years – Cultural Heritage technology12+ Years – Semantic Web & Linked Data

Independent Consultant, Evangelist & FounderW3C Community Groups:• Schema Bib Extend (Chair) - Bibliographic data• Schema Architypes (Chair) - Archives• Financial Industry Business Ontology – fibo.schema.org• Tourism Structured Web Data (Co-Chair)• Schema Course Extension• Schema IoT Community• Educational & Occupational Credentials in Schema.orgrichard.wallis@dataliberate.com — @rjw40+ Years - Computing27+ Years – Cultural Heritage technology12+ Years – Semantic Web & Linked DataWorks With:• Google – Schema.org vocabulary, site, extensions. documentation and community• OCLC – Global library cooperative• FIBO – Financial Industry Business Ontology Group• Various Clients – Implementing/understanding Schema.org:British Library — Stanford University — Europeana

Structured Data— did it come from— is Schema.org— is it necessary— to apply it• Where• What• Why• How

The Web Conceived● 1989●MarchTim Berners-LeeVague but exciting …

● 1999●Tim Berners-Lee, 1999“I have a dream for the Web [in which computers] become capable ofanalyzing all the data on the Web – the content, links, and transactionsbetween people and computers. A ‘Semantic Web’, which should make thispossible, has yet to emerge, but when it does, the day-to-day mechanisms oftrade, bureaucracy and our daily lives will be handled by machines talking tomachines. The ‘intelligent agents’ people have touted for ages will finallymaterialize”

● 1999●Tim Berners-Lee, 1999“I have a dream for the Web [in which computers] become capable ofanalyzing all the data on the Web – the content, links, and transactionsbetween people and computers. A ‘Semantic Web’, which should make thispossible, has yet to emerge, but when it does, the day-to-day mechanisms oftrade, bureaucracy and our daily lives will be handled by machines talking tomachines. The ‘intelligent agents’ people have touted for ages will finallymaterialize”Intelligent Agents …

“A Linked Data Web” – Introducing Linked Data● 2009FebLinked Data

Linked Open Data05-2007Linked Open Data Cloud

Linked Open Data05-200711-200709-200809-200707-200909-201009-201108-2014Linked Open Data Cloud

Linked Open Data05-200711-200709-200809-200707-200909-201009-201108-201405-2018Linked Open Data Cloud

Linked Open Data05-200711-200709-200809-200707-200909-201009-201108-201405-2018Linked Open Data CloudImpressive!• Raw Data• Many Vocabs• SPARQL

Linked Open Data05-200711-200709-200809-200707-200909-201009-201108-201405-2018Linked Open Data CloudImpressive!But Useful?• Raw Data• Many Vocabs• SPARQL

2● 2011 ●JuneIntroducing Schema.org

Knowledge Graph16● 2012 ●MayGoogle Knowledge Graph

Knowledge GraphBart SimpsonRelated Entities in a Graph

Knowledge GraphBart SimpsonNancy CartwrightDayton OhioDayton AviationHeritage National ParkPlayed ByBorn InPlace of InterestRelated Entities in a Graph

Knowledge GraphSources for the Graph

Knowledge GraphPowered by the GraphKnowledge PanelInfo BoxAnswer BoxRich SnippetsVoice

Using Schema.org•Data embedded in website html-Microdata / RDFa / JSON-LD•Harvested during normal web crawls•Under control of the [site] publisher

•In use on over 12 million domains•Broad core vocabulary:-Types: 597 Properties: 867 Values: 114•Extensions published:- auto.schema.org- bib.schema.org- health-lifesci.schema.orgSchema.org today

•In use on over 12 million domains•Broad core vocabulary:-Types: 597 Properties: 867 Values: 114•Extensions published:- auto.schema.org- bib.schema.org- health-lifesci.schema.orgSchema.org today12+ MillionWeb SitesFound On30% Pages** In a 10 billion page sample - 2015

Schema.org todayA de facto vocabulary forstructured data on the web12+ MillionWeb SitesFound On30% Pages** In a 10 billion page sample - 2015

Schema.org todayA de facto vocabulary forstructured data on the web12+ MillionWeb SitesFound On30% Pages*So, what does it look like ….* In a 10 billion page sample - 2015

Choose your syntaxMicrodata – RDFa – JSON-LD

Choose your syntaxMicrodata – RDFa – JSON-LDExamples from https://schema.org/Person

What is Google’s preferenceJSON-LD

Where do I put it?(on the page)In a <script type="application/ld+json"> tag

Where do I put it?(on the page)In a <script type="application/ld+json"> tagIn the header ?In the body ?In the footer?

Where do I put it?(on the page)In a <script type="application/ld+json"> tagIn the header ?In the body ?In the footer?Provided all other [SEO] aspects have been considered(rendering speed etc.)ANYWHERE

When do I put it?Server-side rendering• Hard-coded in htmlo Prototyping/testingo Special pages eg. Homepage• As part of normal page renderingo Microdata / RDFa• Bolt-on processingo JSON-LD from data lookupsIn-Browser rendering• Dynamic insert <script> tag into DOM• Asynchronous lookup from server (AJAX)

What pages do I put it in?HomePageContactPageArticlePagesPersonPagesStaffListProductPagesProductListOrganizationLocalBusinessLocationOffers:itemOfferedLocationContactPointtelephoneemailareaServedArticleBlogPostingabout:ProductPersonOrganizationPersonsubjectOf:ArticleworksFor:OrganizationProductProductModelVehicleoffers:offeredBy:OrganizationpricesubjectOf:Article✓ ✓ ✓ ✓ ✓✘ ✘

What pages do I put it in?HomePageContactPageArticlePagesPersonPagesStaffListProductPagesProductListOrganizationLocalBusinessLocationOffers:itemOfferedLocationContactPointtelephoneemailareaServedArticleBlogPostingabout:ProductPersonOrganizationPersonsubjectOf:ArticleworksFor:OrganizationProductProductModelVehicleoffers:offeredBy:OrganizationpricesubjectOf:Article✓ ✓ ✓ ✓ ✓✘ ✘A very limited example – as a guide only!

Schema.org - other stuff• Useful Info• FAQ

facebook business use Schema.org

Speakable / SpeakableSpecification

Google adds support for Q&A Pages

Google adds support for Q&A PagesOne Question onlyOne or more Answer(s):acceptedAnswersuggestedAnswerNot for FAQs - yet

Schema.org FAQ #1If we create it will it be used?YES

At Pubcon yesterday, Gary Illyesfrom Google focused quite a bit oftime on structured data "Structured data. This is one of thosethings that I want you to pay lots ofattention to this year.… we started caring more and more and more aboutstructured data. That is an important hint for you ifyou want your sites to appear in search features,implement structured data.And don’t just think about the structured datathat we documented on developers.google.com.Think about any schema.org schema that youcould use on your pages… add structured data to your pagesbecause during indexing, we will be ableto better understand what your site isabout.November 2017

Schema.org FAQ #2Schema.org looks complex – is it?YES/NO

Schema.org FAQ #2Schema.org looks complex – is it?YES/NOLike anything new & different its difficult at first.Remember when you first met:• CSS• XHTML• JSON• JavaScript

Schema.org FAQ #3What’s different about using Schema.org?

Schema.org FAQ #3What’s different about using Schema.org?ThingsnotPages

Schema.org FAQ #3What’s different about using Schema.org?EntitiesnotPages

SummarySchema.org Structured Data:• Its about describing Things / EntitiesNot necessarily web pagesTo aid discovery and discoverability — of things• Its about describing relationshipsWith other things — People, Places, Events, Offers,Suppliers, Reviews, Authoritative Descriptions• It is new to us but not scaryNo more than CSS, JavaScript, HTML5 wereBuilt on sound Semantic Principles core to the Web• Don’t just sprinkle Schema terms in htmlIt needs some thought & planningThink about the non-web page scenarios• What should we be doing now/nextLearning about it / trying itStart giving the search engines the data they needto drive users to our products/services

Schema.orgStructured Datathe What, Why, & HowSearch Marketing ConnectRiminiDecember 14th 2018www.slideshare.net/rjwRichard WallisEvangelist and FounderData Liberaterichard.wallis@dataliberate.com@rjw

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