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schema.org, an ontology for
     discovery on the web

                     Phil Barker,
            Heriot-Watt University

          http://people.pjjk.net/phil
                       @philbarker
Centre for Educational Technology
                       and Interoperability Standards
 Supporting innovation and interoperability in educational technology
                                                   http://jisc.cetis.ac.uk




                                    Learning Resource
                                    Metadata Initiative
Make it easier to find educational resources by developing a
common metadata framework (within schema.org) to describe their
educational characteristics
                                                    http://www.lrmi.net
schema.org
Schema.org is a joint effort, in the spirit of sitemaps.org, to
improve the web by creating a structured data markup schema
supported by major search engines. On-page markup helps
search engines understand the information on web pages and
provide richer search results. A shared markup vocabulary
makes easier for webmasters to decide on a markup schema
and get the maximum benefit for their efforts. Search engines
want to make it easier for people to find relevant information
on the web. Markup can also enable new tools and
applications that make use of the structure.
                       Schema.org FAQ http://schema.org/docs/faq.html (June 2011)
Screenshot of MIT OCW page licence CC:BY-NC-SA
http://ocw.mit.edu/courses/mathematics/18-03sc-differential-equations-fall-2011/
Resource Title



                                                                                   Creators


                                                                      Educational level

                                                                                     URI
                                                                               Publisher
                                                                                 Subject
                                                                               Keywords
                                                                                  Goals
                                                                           Pre-requisites


                                                                       Resource Type

                                                                             Description
                   Adapted screenshot of MIT OCW page licence CC:BY-NC-SA
http://ocw.mit.edu/courses/mathematics/18-03sc-differential-equations-fall-2011/
schema.org = ontology + syntax

     Hierarchy of types,
     each with own         Microdata or RDFa
     properties            in HTML
<h3>Instructor(s)</h3>
<p itemprop="author">Prof. Arthur Mattuck</p>
<p itemprop="author">Prof. Haynes Miller</p>
<p itemprop="author">Dr. Jeremy Orloff</p>
<p itemprop="author">Dr. John Lewis</p>

<h3>Level</h3>
<p itemprop="typicalAgeRange"
   content="18-21">Undergraduate</p>
(some) schema.org types
(some) schema.org types
(some) schema.org types
schema.org properties for Thing
Thing
  additionalType   (a URL)
  description      (text)    (Expected type for property)
  image            (a URL)
  name             (text)
  url              (a URL)
(some) schema.org properties
Creative Work
  about           (a schema.org Thing)
  author          (a schema.org Person or Organization)
  copyrightHolder (a schema.org Person or Organization)
  dateCreated     (a Date)
  publisher       (a schema.org Organization)
  and many, many more....

Plus, from Thing
   additionalType, description, image, name, url
Emphasis on simplicity and search

<p itemprop="author">Prof. Arthur Mattuck</p>

Should be
<p itemprop="author" itemscope
  itemtype="http://schema.org/Person">
  <span itemprop="honorificPrefix">Prof.</span>
  <span itemprop="givenname">Arthur</span>
  <span itemprop="familyname">Mattuck</span>
</p>
            But even the former helps Google
Other observations

 The ontology is growing
     (discussion at Public-vocabs@w3.org)

 Being implemented by web sites
     See http://webdatacommons.org/vocabulary-usage-analysis/


 Implementation by Google?
    Not much obvious use yet
    Difficult to know what Google does in background
    Can use to build “niche” searches via Google CSE
Conclusion

 Consider using schema.org to help build more
 sophisticated search services by disambiguating
 information exposed in web pages.
Licence and attribution
             By Phil Barker <phil.barker@hw.ac.uk>, JISC
             CETIS <http://jisc.cetis.ac.uk>


This work is licensed under the Creative Commons
Attribution 3.0 Unported licence.
To view a copy of this licence, visit
http://creativecommons.org/licenses/by/3.0/ or send a
letter to Creative Commons, 171 Second Street, Suite
300, San Francisco, California 94105, USA.

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Schema.org, an ontology for discovery on the web

  • 1. schema.org, an ontology for discovery on the web Phil Barker, Heriot-Watt University http://people.pjjk.net/phil @philbarker
  • 2. Centre for Educational Technology and Interoperability Standards Supporting innovation and interoperability in educational technology http://jisc.cetis.ac.uk Learning Resource Metadata Initiative Make it easier to find educational resources by developing a common metadata framework (within schema.org) to describe their educational characteristics http://www.lrmi.net
  • 3. schema.org Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure. Schema.org FAQ http://schema.org/docs/faq.html (June 2011)
  • 4. Screenshot of MIT OCW page licence CC:BY-NC-SA http://ocw.mit.edu/courses/mathematics/18-03sc-differential-equations-fall-2011/
  • 5. Resource Title Creators Educational level URI Publisher Subject Keywords Goals Pre-requisites Resource Type Description Adapted screenshot of MIT OCW page licence CC:BY-NC-SA http://ocw.mit.edu/courses/mathematics/18-03sc-differential-equations-fall-2011/
  • 6. schema.org = ontology + syntax Hierarchy of types, each with own Microdata or RDFa properties in HTML
  • 7. <h3>Instructor(s)</h3> <p itemprop="author">Prof. Arthur Mattuck</p> <p itemprop="author">Prof. Haynes Miller</p> <p itemprop="author">Dr. Jeremy Orloff</p> <p itemprop="author">Dr. John Lewis</p> <h3>Level</h3> <p itemprop="typicalAgeRange" content="18-21">Undergraduate</p>
  • 11. schema.org properties for Thing Thing additionalType (a URL) description (text) (Expected type for property) image (a URL) name (text) url (a URL)
  • 12. (some) schema.org properties Creative Work about (a schema.org Thing) author (a schema.org Person or Organization) copyrightHolder (a schema.org Person or Organization) dateCreated (a Date) publisher (a schema.org Organization) and many, many more.... Plus, from Thing additionalType, description, image, name, url
  • 13. Emphasis on simplicity and search <p itemprop="author">Prof. Arthur Mattuck</p> Should be <p itemprop="author" itemscope itemtype="http://schema.org/Person"> <span itemprop="honorificPrefix">Prof.</span> <span itemprop="givenname">Arthur</span> <span itemprop="familyname">Mattuck</span> </p> But even the former helps Google
  • 14. Other observations  The ontology is growing (discussion at Public-vocabs@w3.org)  Being implemented by web sites See http://webdatacommons.org/vocabulary-usage-analysis/  Implementation by Google?  Not much obvious use yet  Difficult to know what Google does in background  Can use to build “niche” searches via Google CSE
  • 15. Conclusion Consider using schema.org to help build more sophisticated search services by disambiguating information exposed in web pages.
  • 16. Licence and attribution By Phil Barker <phil.barker@hw.ac.uk>, JISC CETIS <http://jisc.cetis.ac.uk> This work is licensed under the Creative Commons Attribution 3.0 Unported licence. To view a copy of this licence, visit http://creativecommons.org/licenses/by/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California 94105, USA.