Talk about schema.org at ISWC2012. Covering what is schema.org, how it is used in Yandex (russian Google) and future plans. Speakers: Peter Mika (Yahoo!), Alex Shubin (Yandex)

1. schema.org update
Peter Mika (Yahoo! Research)
Alex Shubin (Yandex)

2. What is schema.org

3. The world before schema.org
 Multiple incompatible formats:
microformats, RDFa, microdata
 Varying degrees of adoption
 Not all formats are supported by all search engines
 Multiple competing schemas (ontologies)
 Consumers support different existing alternatives or
create their own
(Bing, Facebook, Google, Yahoo, Yandex)
 Not clear which schemas have adoption, who is
responsible for maintaining them

4. schema.org
 Agreement on a shared set of schemas
 Bing, Google, and Yahoo! as initial founders
(June, 2011)
 “Sitemaps for content”
 Single format to communicate the same information to all
consumers
 schema.org covers common types of web content
 Initial work around business listings (local), creative
works (article, video), reviews

5. schema.org evolution
 Yandex joins schema.org in Nov, 2011
 Definition and adoption of RDFa Lite 1.1
 Subset of the features of RDFa 1.1
 W3C Recommendation since June, 2012
 Two W3C task forces within the SW Interest
Group (SWIG)
 Web schemas TF for ongoing collaborations on
schema extensions, mappings, tooling etc.
 public-vocabs@w3.org
 HTML Data TF finished in December, 2011
 HTML Data Guide
 Microdata RDF: Transformation from HTML+Microdata to
RDF

6. schema.org evolution II.
 Growing number of 3rd party contributions
 rNews (news)
 Health and Life Sciences
 GoodRelations (e-commerce)NEW
 Resolved representational issues
 External enumerations
 Multiple types in microdata (additionalType
property)
 Improvements to validators
 Bing, Google and Yandex test tools

7. Documentation and OWL ontology

8. Schema.org in Yandex
Yandex.com

9. Most popular search engine in
Russia

10. About Yandex
 Most visited russian website (Comscore)
 Operating in CIS and Turkey
 On NASDAQ since 2011 (Mkt Cap: 7B)
 Not just web search: Yandex.Images,
Yandex.Video, Yandex.News, Yandex.Auto, …

11. Markup usage
 Web search: rich snippets
 Improving vertical searches databases
Yandex.News, Yandex.Video, Yandex.Images, Yandex.Directory, Yandex.Auto, Y
andex.Dictionaries
 Data types:
organizations/places, reviews, recipes, news, …
 Formats:
schema.org, microformats, opengraph, microdata

12. Web Search snippet

13. Organizations search example

14. Markup statistics
Format Microforma Opengraph Schema.or
ts g
% urls 5,8% 8,4% 2,6%
Schema.org
3.00%
2.50%
2.00%
1.50%
% urls
1.00%
0.50%
0.00%
2.06.11 1.08.11 1.12.11 1.04.12 1.08.12 13.11.12

15. Yandex semantic activity
 Markup testing tool:
schema.org, microformats, og, rdfa
http://bit.ly/YndxTool
 Education and promotion
http://bit.ly/SchmIntr, http://bit.ly/SchmVideo
 Proposals for schema.org:
audience, breadcrumbs, …

16. Future plans

17. Future plans
 Second schema.org workshop in 2013
 Bringing together developers, publishers and
consumers
 Similar format to the first schema.org workshop in
Sept, 2011
 Improvements to schema.org infrastructure
 Improved documentation with RDFa examples
 Modularization
 Additional extension proposals on the Wiki, e.g.
audience, technical publishing, datasets