Open Tourism: The importance of enriching your online content with semantic annotations. This workshop consists of two parts 1. enriching your online content with semantic annotations Most webmasters are familiar with HTML tags on their pages. Usually, HTML tags tell the browser how to display to humans the information included in the tag. Semantic annotations can be used by webmasters to mark up their pages in ways that can be understood by the major search engines: Google, Microsoft and Yahoo! and machines in general. In this session international & local experts will explain how you can open-up, semantically enrich and promote your tourism related data and initiatives. Why Should You Add Schema? In the first part of this presentation an expert from iMinds will explain the potential of annotating and publishing your data with semantic annotations using vocabularies, such as schema.org and elaborate with alternative options. How To Add semantic annotations To Your Tourism Website? So now the question becomes, how do you easily add those semantic annotations to you data on the Web? An expert from iMinds will provide hands-on pointers and an overview of existing vocabularies. 2. Barriers and Solutions to Open Tourism Data In this first public meeting of the Open Tourism working group, a panel of experts in the field of tourism will discuss specific barriers and solutions on opening up tourism data. A key outcome from this session will be a list of essential datasets and a strategy to engage the different actors. The discussion will be facilitated by the project ‘sustainable mobile tourism guides’, iMinds - Thomas More.

1. Open Tourism!
The importance of enriching your online content
with semantic annotations.
#openbelgium15 #opentourism

2. Open Tourism!
AN OPEN KNOWLEDGE BELGIUM
WORKING GROUP
@rafke #opentourism

3. WHAT
…

4. WHAT

5. WHAT
COULD
BE?

6. WHAT
SHOULD
WE DO?

7. Joined forces with ‘sustainable mobile tourism
guides’, Thomas More - iMinds

8. Open Tourism!
Enriching your online content
with semantic annotations.
Anastasia Dimou
@natadimou #opentourism

14. http://dbpedia.org/resource/Belfry_of_ghent

15. Data model - Schemas - Vocabularies
Identify an Entity
http://dbpedia.org/resource/Belfry_of_ghent

16. Data model - Schemas - Vocabularies
Identify an Entity
http://dbpedia.org/resource/Belfry_of_ghent
Describe the attributes of an Entity
Belfry construction_started 1313
Belfry construction_finished 1380

17. Data model - Schemas - Vocabularies
Identify an Entity
http://dbpedia.org/resource/Belfry_of_ghent
Describe the attributes of an Entity
Belfry construction_started 1313
Belfry construction_finished 1380
Describe the relationship of an Entity with other Entities
Belfry located_in Gent

20. Reasons to semantically enrich your data
• discoverability / searchability
information recognized by major search providers
• indexing
• cross-referenced data
• (structured) data interoperability / integration / reuse
• automation

21. Semantically Enrich your Web presence
Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
raw data with metadata (data catalogues)
Linked Open Data

22. Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
data catalogues (raw data with metadata)
Linked Open Data

23. Inline Markup of HTML Web pages
nested metadata within HTML Web pages content (RDFa, Microdata)
(+) Search Engine Optimization (SEO) and Indexing
(+) Single infrastructure
(-) manual annotation by editors
(-) hard to maintain
(-) adjust existing Content Management System (CMS)
plugin OR custom code
1-time adjustment/development cost
+ maintenance cost (perhaps extra adjustment/development cost)

24. Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
data catalogues (raw data with metadata)
Linked Open Data

25. Embedded metadata within HTML Web pages
structured data islands embedded in HTML Web pages (JSON-LD)
(+) Search Engine Optimization (SEO) and Indexing
(+) Single infrastructure
(+) easily deployable
(-) manual incorporation by admins
perhaps 1-time adjustment/development cost
+ maintenance cost (perhaps extra adjustment/development cost)

26. Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
data catalogues (raw data with metadata)
Linked Open Data

27. Raw metadata complementary to the Web pages
structured data complementary to the Web pages (raw JSON-LD)
(+) easily deployable
(-) manual annotation by experts
(-) shortage of crawlers
at no cost

28. Semantically Enrich your Web presence
Many Web sites are generated from structured data,
which is often stored in databases.
and in general, you have more data to share…

29. Semantically Enrich your Web presence
Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
raw data with metadata (data catalogues)
Linked Open Data

30. Open Data
raw data
(+) simple solution
(+) at no cost
data as Web APIs
(+) easily deployable
(+) publishing data in Web readable formats
(+) low cost - low maintenance cost
(-) reusable data only from people who know this data exists
(-) not synchronized with the Web site content

31. Semantically Enrich your Web presence
Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
raw data with metadata (data catalogues)
Linked Open Data

32. Open Data with metadata - Data catalogues
(data) with metadata → data catalogues
(+) catalogue integration with existing CMSs
(+) increased Searchability / Discoverability
(+) Federated structure: easily set up instances with common search
1-time cost to set up the infrastructure + maintenance cost
integration with CMS:
1-time cost + maintenance/synchronization cost

33. Semantically Enrich your Web presence
Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
raw data with metadata (data catalogues)
Linked Open Data

34. Linked Open Data
semantically annotated data
domain modeling
map raw data to their semantic representation
publishing Linked Open Data
(+) Answering to queries
(+) data integration / interlinking
1-time (human resources) cost for the domain modeling
1-time cost to set up the infrastructure (mapping and publishing)
maintenance cost

35. Reasons to semantically enrich your data
• discoverability / searchability
information recognized by major search providers
• indexing
• cross-referenced data
• (structured) data interoperability / integration / reuse
• automation

36. Open Tourism!
How to add semantic annotations?
Laurens De Vocht
@Laurens_d_v #opentourism

37. Without Metadata With Metadata
Web Documents HTML HTML with rich snippets
HTML with schema.org
Raw Data File Dump, API DCAT, VOID (description)
CKAN (catalog)
Linked Data RDF (data model)
file dumps, dereferencing (retrieval)
endpoint, API (queries)
Adding Semantic Annotations

38. Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
raw data with metadata (data catalogues)
Linked Open Data

39. Adding Metadata to Web Documents
<div>
<a href="http://www.example.com/events/spinaltap">Spinal Tap</a>
<img src="spinal_tap.jpg" />
After their highly-publicized search for a new drummer,
Spinal Tap kicks off their latest comeback tour with a San
Francisco show.
When: Oct 15, 7:00PM—9:00PM
Where: Warfield Theatre, 982 Market St, San Francisco, CA
<div xmlns:v="http://rdf.data-vocabulary.org/#" typeof="v:Event">
<a href="http://www.example.com/events/spinaltap" rel="v:url"
property="v:summary">Spinal Tap</a>
<img src="spinal_tap.jpg" rel="v:photo" />
<span property="v:description">After their highly-publicized search for a new drummer,
Spinal Tap kicks off their latest comeback tour with a San Francisco show. </span>
When:
<span property="v:startDate" content="2015-10-15T19:00-08:00">Oct 15,
7:00PM</span>
<span property="v:endDate" content="2015-10-15T21:00-08:00">9:00PM</span>
Where:
<span rel="v:location">
<span typeof="v:Organization">
<span property="v:name">Warfield Theatre</span>,
<span rel="v:address">
<span typeof="v:Address">
<span property="v:street-address">982 Market St</span>,
<span property="v:locality">San Francisco</span>,
<span property="v:region">CA</span>
</span>
</span>
...
what search engines
display to us
what search
engines read

40. Adding Metadata to Web Documents
http://rdf.data-vocabulary.org/
a 'lightweight' alternative to
http://schema.org
schema.org:
has broader range of types
more documentation
broad support by different search engines
it has types for Event, Organization, Person, Product, Review, AggregateRating, Offer and hundreds of
others.
full list -> http://schema.org/docs/full.html

41. Schemas - Vocabularies - Schema.org
collection of schemas to markup HTML pages

42. Leveraging the CMS infrastructure
source: builtwith.com
Wordpress, Drupal and
Joomla cover over 50% of
the internet website CMS.

43. Wordpress: Adding Rich Snippets Example
e.g. use Google SEO Pressor Plugin
(https://wordpress.org/plugins/google-seo-author-snippets/)

44. Wordpress: Adding Schema.org Example
e.g. use Add Metadata Tags Plugin
(https://wordpress.org/plugins/add-meta-tags/)

45. Other CMS offer plugins with similar functionality
e.g. Joomla: J4Schema
(http://extensions.joomla.org/extensions/extension/sit
e-management/seo-a-metadata/j4schema)
e.g. Drupal 7 Schema.org
(https://www.drupal.org/node/1194024)

46. Alternative to CMS plugins
Custom Scripts
Manual Annotations
Annotation Templates

47. Does it really work? How to be sure?
Try with your HTML snippet or URL -> https://developers.google.com/structured-data/testing-tool/

48. Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
raw data with metadata (data catalogues)
Linked Open Data

49. What's next?
Raw
Data
CMS
?
publishing raw data directly

50. Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as Web APIs
raw data with metadata (data catalogues)
Linked Open Data

51. Publishing Data Directly
e.g. http://datahub.io/dataset/outbound-travel-by-new-zealanders
Publish link to raw data (file dump)
from website to platform like
datahub.io

52. How can others find it?

53. Add metadata and register it!
catalog with metadata
of dataset

54. (Meta)Data Catalog
CKAN is one of the most common
platforms for maintaining a data catalog
e.g. Flanders Open Data portal:
opendataforum.info
is built on top of CKAN.
e.g. Also datahub.io makes use of it.

55. (Meta)Data Description of Data
DCAT VOID
:ds1 a dcat:Dataset ;
dcat:distribution :dist1 .
:dist1 a dcat:Download ;
dcat:accessURL <http://example.org/dist1.csv>;
dcat:format [ rdfs:label "CSV" ].
integrate with catalogs,
such as CKAN.
http://www.w3.org/TR/vocab-dcat/
express additional information such as
categories, links with other datasets,
hierarchical relationships etc
http://www.w3.org/TR/void/
:DBpedia rdf:type void:Dataset ;
foaf:homepage <http://dbpedia.org/> .
:DBLP rdf:type void:Dataset ;
foaf:homepage <http://www4.wiwiss.fu-berlin.de/dblp/all> ;
dcterms:subject <http://dbpedia.org/resource/Computer_science> ;
:DBpedia void:subset :DBpedia2DBLP .
:DBpedia2DBLP rdf:type void:Linkset ;
void:target :DBpedia ;
void:target :DBLP .
what machines see (more)

56. Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
raw data with metadata (data catalogues )
Linked Open Data

57. How to query and link datasets?
Raw
Data
CMS
querying, linking?
?
?

58. The catalog indicates supported ways of accessing data.
API
Querying
Website
Dereferencing
Metadata
http://datahub.io/dataset/tourpedia

59. Adding Semantics and Representing Data as Linked Data
When?
http://rml.io http://www.w3.org/TR/r2rml/
How?
CSV, HTML,
JSON, XML
RDB Transformation
http://d2rq.org/
Layer on top of RDB
http://any23.apache.org/
Web documents to triples

60. Raw
Data
CMS
Other
Raw DataCatalog
Web of
Documents
Web of Data

61. Semantically Enrich your Web presence
Web of Documents
Inline markup of HTML documents
Embedded metadata within HTML documents
Raw metadata accompanying the HTML document
Web of Data
Open Data
raw data AND data as APIs
raw data with metadata (data catalogues)
Linked Open Data

62. Open Tourism!
Barriers and Solutions to Open
Tourism Data
Panel discussion
@rafke @mindwraps #opentourism

63. Panel discussion
Join our discussion on http://bit.ly/opendisc

64. Marc
@mportier
Anastasia
@natadimou
Laurens
@Laurens_d_v
Raf
@rafke
Veronique
@VeroniqueCosse
Wouter
@mindwraps

65. join Open Tourism working group!
#opentourism
raf{dot}buyle{at}okfn{dot}be

66. A world where knowledge creates power
for the many, not the few.
A world where data frees us — to make
informed choices about how we live, what
we buy and who gets our vote.
A world where information and insights are
accessible — and apparent — to everyone.
This is the world we choose
#openbelgium15 #opentourism