Presentation to Search Marketing Connect - Rimini - 14th December 2018

1. Schema.org
Structured Data
the What, Why, & How
Search Marketing Connect
Rimini
December 14th 2018
Richard Wallis
Evangelist and Founder
Data Liberate
richard.wallis@dataliberate.com
@rjw

2. Independent Consultant, Evangelist & Founder
richard.wallis@dataliberate.com — @rjw

3. Independent Consultant, Evangelist & Founder
richard.wallis@dataliberate.com — @rjw
40+ Years - Computing
27+ Years – Cultural Heritage technology
12+ Years – Semantic Web & Linked Data

4. Independent Consultant, Evangelist & Founder
W3C 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.org
richard.wallis@dataliberate.com — @rjw
40+ Years - Computing
27+ Years – Cultural Heritage technology
12+ Years – Semantic Web & Linked Data

5. Independent Consultant, Evangelist & Founder
W3C 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.org
richard.wallis@dataliberate.com — @rjw
40+ Years - Computing
27+ Years – Cultural Heritage technology
12+ Years – Semantic Web & Linked Data
Works 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

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

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

8. The Web Conceived● 1989●
March
Tim Berners-Lee
Vague but exciting …

9. ● 1999●

10. ● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become capable of
analyzing all the data on the Web – the content, links, and transactions
between people and computers. A ‘Semantic Web’, which should make this
possible, has yet to emerge, but when it does, the day-to-day mechanisms of
trade, bureaucracy and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will finally
materialize”

11. ● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become capable of
analyzing all the data on the Web – the content, links, and transactions
between people and computers. A ‘Semantic Web’, which should make this
possible, has yet to emerge, but when it does, the day-to-day mechanisms of
trade, bureaucracy and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will finally
materialize”

12. ● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become capable of
analyzing all the data on the Web – the content, links, and transactions
between people and computers. A ‘Semantic Web’, which should make this
possible, has yet to emerge, but when it does, the day-to-day mechanisms of
trade, bureaucracy and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will finally
materialize”
Intelligent Agents …

13. “A Linked Data Web” – Introducing Linked Data● 2009
Feb
Linked Data

14. Linked Open Data
05-2007
Linked Open Data Cloud

15. Linked Open Data
05-200711-200709-200809-200707-200909-201009-2011
08-2014
Linked Open Data Cloud

16. Linked Open Data
05-200711-200709-200809-200707-200909-201009-2011
08-201405-2018
Linked Open Data Cloud

17. Linked Open Data
05-200711-200709-200809-200707-200909-201009-2011
08-201405-2018
Linked Open Data Cloud
Impressive!
• Raw Data
• Many Vocabs
• SPARQL

18. Linked Open Data
05-200711-200709-200809-200707-200909-201009-2011
08-201405-2018
Linked Open Data Cloud
Impressive!
• Raw Data
• Many Vocabs
• SPARQL

19. Linked Open Data
05-200711-200709-200809-200707-200909-201009-2011
08-201405-2018
Linked Open Data Cloud
Impressive!
But Useful?
• Raw Data
• Many Vocabs
• SPARQL

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

21. 2
● 2011 ●
June
Introducing Schema.org

22. 2
● 2011 ●
June
Introducing Schema.org

23. 2
● 2011 ●
June
Introducing Schema.org

24. Knowledge Graph
16
● 2012 ●
May
Google Knowledge Graph

25. Knowledge Graph
16
● 2012 ●
May
Google Knowledge Graph

26. Google Knowledge Graph

27. Knowledge Graph
Bart Simpson
Related Entities in a Graph

28. Knowledge Graph
Bart Simpson
Nancy Cartwright
Dayton Ohio
Dayton Aviation
Heritage National Park
Played By
Born In
Place of Interest
Related Entities in a Graph

29. Knowledge Graph
Sources for the Graph

30. Knowledge Graph
Sources for the Graph

31. Knowledge Graph
Powered by the Graph
Knowledge Panel
Info Box
Answer Box
Rich Snippets
Voice

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

33. •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.org
Schema.org today

34. •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.org
Schema.org today
12+ Million
Web Sites
Found On30% Pages*
* In a 10 billion page sample - 2015

35. Schema.org today
A de facto vocabulary for
structured data on the web
12+ Million
Web Sites
Found On30% Pages*
* In a 10 billion page sample - 2015

36. Schema.org today
A de facto vocabulary for
structured data on the web
12+ Million
Web Sites
Found On30% Pages*
So, what does it look like ….
* In a 10 billion page sample - 2015

37. Banc of California

38. Banc of California

39. Banc of California

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

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

49. Choose your syntax
Microdata – RDFa – JSON-LD

50. Choose your syntax
Microdata – RDFa – JSON-LD
Examples from https://schema.org/Person

51. Choose your syntax
Microdata – RDFa – JSON-LD
Examples from https://schema.org/Person

52. Choose your syntax
Microdata – RDFa – JSON-LD
Examples from https://schema.org/Person

53. Choose your syntax
Microdata – RDFa – JSON-LD
Examples from https://schema.org/Person

54. What is Google’s preference

55. What is Google’s preference
JSON-LD

56. Festive Live Example

57. Festive Live Example

58. Festive Live Example

59. Festive Live Example

60. Festive Live Example

61. Festive Live Example

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

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

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

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

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

67. What pages do I put it in?

68. What pages do I put it in?
Home
Page
Contact
Page
Article
Pages
Person
Pages
Staff
List
Product
Pages
Product
List
Organization
LocalBusiness
Location
Offers:
itemOffered
Location
ContactPoint
telephone
email
areaServed
Article
BlogPosting
about:
Product
Person
Organization
Person
subjectOf:
Article
worksFor:
Organization
Product
ProductModel
Vehicle
offers:
offeredBy:
Organization
price
subjectOf:
Article
✓ ✓ ✓ ✓ ✓✘ ✘

69. What pages do I put it in?
Home
Page
Contact
Page
Article
Pages
Person
Pages
Staff
List
Product
Pages
Product
List
Organization
LocalBusiness
Location
Offers:
itemOffered
Location
ContactPoint
telephone
email
areaServed
Article
BlogPosting
about:
Product
Person
Organization
Person
subjectOf:
Article
worksFor:
Organization
Product
ProductModel
Vehicle
offers:
offeredBy:
Organization
price
subjectOf:
Article
✓ ✓ ✓ ✓ ✓✘ ✘
A very limited example – as a guide only!

70. Schema.org - other stuff
• Useful Info
• FAQ

71. facebook business use Schema.org

72. Speakable / SpeakableSpecification

73. Speakable / SpeakableSpecification

74. Google adds support for Q&A Pages

75. Google adds support for Q&A Pages

76. Google adds support for Q&A Pages
One Question only
One or more Answer(s):
acceptedAnswer
suggestedAnswer
Not for FAQs - yet

77. Structured Data
• FAQ

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

79. November 2017

80. At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data "Structured data. This is one of those
things that I want you to pay lots of
attention to this year.
… we started caring more and more and more about
structured data. That is an important hint for you if
you want your sites to appear in search features,
implement structured data.
And don’t just think about the structured data
that we documented on developers.google.com.
Think about any schema.org schema that you
could use on your pages
… add structured data to your pages
because during indexing, we will be able
to better understand what your site is
about.
November 2017

81. At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data "Structured data. This is one of those
things that I want you to pay lots of
attention to this year.
… we started caring more and more and more about
structured data. That is an important hint for you if
you want your sites to appear in search features,
implement structured data.
And don’t just think about the structured data
that we documented on developers.google.com.
Think about any schema.org schema that you
could use on your pages
… add structured data to your pages
because during indexing, we will be able
to better understand what your site is
about.
November 2017

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

83. Schema.org FAQ #2
Schema.org looks complex – is it?
YES/NO
Like anything new & different its difficult at first.
Remember when you first met:
• CSS
• XHTML
• JSON
• JavaScript

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

85. Schema.org FAQ #3
What’s different about using Schema.org?
Things
not
Pages

86. Schema.org FAQ #3
What’s different about using Schema.org?
Entities
not
Pages

87. Summary
Schema.org Structured Data:
• Its about describing Things / Entities
Not necessarily web pages
To aid discovery and discoverability — of things
• Its about describing relationships
With other things — People, Places, Events, Offers,
Suppliers, Reviews, Authoritative Descriptions
• It is new to us but not scary
No more than CSS, JavaScript, HTML5 were
Built on sound Semantic Principles core to the Web
• Don’t just sprinkle Schema terms in html
It needs some thought & planning
Think about the non-web page scenarios
• What should we be doing now/next
Learning about it / trying it
Start giving the search engines the data they need
to drive users to our products/services

88. Schema.org
Structured Data
the What, Why, & How
Search Marketing Connect
Rimini
December 14th 2018
www.slideshare.net/rjw
Richard Wallis
Evangelist and Founder
Data Liberate
richard.wallis@dataliberate.com
@rjw