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Catch the RDFA/SEO Wave with Structured Data
1. The RDFA/SEO WAVE
How to catch it & why
Email: bstarr@Ontologica.us
Twitter: @BarbaraStarr
2. The Schema.org/SEO WAVE
How to catch it & why
Email: bstarr@Ontologica.us
Twitter: @BarbaraStarr
3. About me
• Decadesworking with Semantic Technologies in
finance, government, insurance and more
• Currently – Major Online Retailer
• SD Semweb organizer, assistant SF organizer, etc
• Added goodrelationsrdfa onto some 900,000
item pages
– Looking at all kinds of backlinks from many e-tailers
sites certainly demonstrated the necessity for
structured data within web pages or a “less
gameable” search solution.
4. What I am going to talk about
• The Wave
• How to catch it
• Why
• The catch?
• Demo
5. Some basic definitions
• RDFa - RDF in attributes
• Rich snippets, embedded structured data on
html pages
• Typically used initially by the search engines to
enhance displays in SERPs
• Rich Snippets yield increase in CTR (Click
Through Rate)
• Initial claim – no change in search rankings
7. The Wave
• Yahoo
• Google
• Facebook
• Many others, but focus on SEO
8. Adoption/Usage
• First used by Yahoo, Searchmonkey, Feb 2008
• Full RDFa support
• Products
• News
• Events
• Video
• Documents
• Local
9. The Demise of Searchmonkey
Continued Support for RDFA snippets
10. Adoption/Usage - GOOGLE
• Rich snippets introduced May 12, 2009
– Reviews
– People
– Events
– Businesses and organizations
– Reviews
– Recipes
– Breadcrumbs
– Local Search
– Video
– Images
– Products
http://rdf.data-vocabulary.org/#
11. Rich Snippets
MAY 12, 2009
• Google now supports Rich snippets for
– People
– Events
– Businesses and organizations
– Reviews
– Recipes
– Products
– Breadcrumbs
– Local Search
http://rdf.data-vocabulary.org/#
29. How to catch the wave
• Add rdfa to your website
• Either directly or using tools
– Great goodrelations support for rich snippet
generation
– Wordpress plug ins and other tools available
– Drupal support
– Others
31. Benefits
• Increase in CTR
• Visibility in search engine verticals
– Local search
– Shopping
• Definite ranking increase for verified, validated data (e.g
within product search)
• Visibility in other engines/apps consuming RDFa
• Mobile usage – massive market
• Strong need for structured markup
» Combat spam
» Make information more findable
» Read more an schema.org
» …
32. Increase in CTR
• Yahoo performed a study that showed > 15%
increase in CTR on some sites as a result of
using Rich snippets
33. Search Engine verticals
• Additional rewards for encoding rich snippets
on your site.
• Search verticals leveraging consumption of
structured data
• Products, recipes, places ..
38. So what is the catch or is there one?
• Adoption June 2, 2011
JUST IN TIME FOR SEMTECH 2011?
• Ease of use
• Standardized vocabularies
• Complex nesting of divs and spans
• There is a need for standardized
vocabularies, so how can we now best
leverage microdata and Schema.org?
39. RDFA VALIDATORS AND TESTERS
• RDFA official site:http://check.rdfa.info/
• Sindice Inspector: http://inspector.sindice.com/
• Yahoo Objectfinder:
http://developer.search.yahoo.com/help/objectfinder
• Google rich snippets tester:
http://www.google.com/webmasters/tools/richsnippets
• New tool in Gruff – Demo to follow
40. DEMO
How to use allegrograph visualization
to ensure your RDFa is correct
Barbara Starr
Email: bstarr@Ontologica.us
Twitter: @BarbaraStarr