Web Page Optimization for Facebook

Web Page Optimization for Facebook and Beyond

Or: How to Combine the Open Graph Protocol with GoodRelations in RDFa

Prof. Dr. Martin Hepp E-Business and Web Science Research Group

http://www.unibw.de/ebusiness/

Facebook Open Graph Protocol •  Specification for

additional HTML markup so that Facebook user’s can recommend your page and its content to their peers.

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I like this

Starbuck's

store!

Me Paul

Peter Mary

My Friends (Social Graph)

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How Does It Work? •  Add a few extra lines to the header of your

Web page source code.

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Page Source Code (HTML)

Why Should I Care? •  The embedded information will be used by

Facebook to know the topic of the page, plus a few additional facts. –  “The page describes a café.” –  Geo positions of locations mentioned on the page.

•  So Facebook users can directly point their friends to stores, products, movies, etc., instead of just sharing links.

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But…

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…when you take the time to touch your your Web page headers for

Facebook‘s new feature, anyway, ...

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…you should also insert 10 – 20 lines of additional mark-up to the

body of the page about ...

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Products & Services Store Info Price & Payment

… using GoodRelations in RDFa.

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This will have at least three nice effects:

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# 1

More powerful Facebook applications

(because they can extract & recombine this rich information)

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More Powerful Facebook Applications

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Your Friend's Favorite Cafés

Starbucks, closes 10.30 p.m.

Miller's, closes 7.15 p.m.

Requirements

Accepts MasterCard

Wifi

Has Vegetarian Food

ON

ON

ON

GoodRelations markup provides fine-

grained data about available products,

services, payment options, opening

hours, etc.

Open Graph API

provides social aspect

of recommendations.

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# 2

Enhanced Rendering in Yahoo (because Yahoo honors and displays this rich information, if

available)

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Yahoo Example

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# 3

Enhanced Ranking in Google (because Google rewards such rich mark-up as good content

with a higher rank in the organic search results)

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Dream Team: Open Graph + GoodRelations

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Page Source Code (HTML)

Header: Facebook Open Graph Markup

Body: GoodRelations Markup

Basic info about your page

Detailed info about your business, e.g. •  Products & services, •  Opening hours, •  Prices, •  Payment, •  Discounts, and a lot more!

GoodRelations Example: Camera

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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

Is it difficult?

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No. Simply copy-and-paste the GoodRelations HTML patterns into

your page. The exact position does not matter.

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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

Will it make my page slow?

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No. The additional markup will be just 10 – 20 lines, 1 – 3 KB per

pages. You will not even notice the payload.

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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

Is it expensive?

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No. GoodRelations is free.

It‘s available under a very liberal Creative Commons license.

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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

So when you update your Web templates to make them ready for Facebook’s Open Graph API,…

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…make sure you also make them ready for GoodRelations.

It will pay out. It’s simple. And BestBuy is already doing it with

remarkable results.

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Please Follow-up:

http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

Twitter: mfhepp Skype: mfhepp

Prof. Dr. Martin Hepp Chair of General Management and E-Business

Universitaet der Bundeswehr Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217

Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/

http://purl.org/goodrelations/ mhepp@computer.org

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