If youre-not-writing-content-for-machines-print

Write Content for Machinesor Leave Money on the Table

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Did you know that when you see this?...

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Machines see this?...

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MACHINES??

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Machines!

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Machines!

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Machines!

…and the computer systemsthat run them!

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Machines!

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A VAGUE, BUT EXCITING IDEA

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1989

March

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1989

March

This is for everyone!

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HTML Documents

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Image Documents

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Other Documents

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Web of Documents

By mid-1994, there were 2,738 websites.

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How Search Used to Work

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How Search Used to Work• Users of the Web would use comma separated

keywords, and would employ quotation marks, and symbols like * and + to “trick” the search engines into delivering the results we needed.

• Search engines would match strings and return (many) pages of links for us to cull through.

Because… Keywords!

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Keyword-only Approach is Problematic

mole

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mole, n.

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That. Doesn’t. Scale.

http://www.internetlivestats.com/total-number-of-websites/

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THE WEB AND SEARCH HAVE CHANGED

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How We Search Has Changed

Today…

• We ask questions and search engines answer.

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WHERE WE SEARCH HAS CHANGED

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We Search In-Page

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We Search In-Site

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We Search In-Network

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We Search In-Network

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We Search Within Search Results

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We Ask Questions Verbally

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We Ask Questions Verbally

The movie starts at 4:00.

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SO, SEARCH IS GETTING BETTER

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TheBig

But

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Still true that when you see this...

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Machines (including search engines) see this...

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We Need to Add Some Extra Code

• to connect DATA

• to make information interpretable by machines

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MACHINE INTERPRETATION

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Web 1.0 – Linking Documents

The Web does NOThave “versions!!”

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Web 1.0 – Linking Documents

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Web 1.0

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Web 1.0

“I see: characters + formatting + images”--my Computer

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Documents connected by…

URI Links!!

http://www.example.com/document.filetype

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Web 1.0 – Linking DocumentsWeb 2.0 – Linking People

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Linking People• Our Profiles

• Our Likes

• Our Dislikes

• Our Interests

• Our Friends, Followers, Connections, and Communities

• Our Opinions, Thoughts, Comments, and Reviews

All connected by…

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URI Links!!

https://www.linkedin.com/in/ericfranzon

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Web 2.0


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Web 2.0


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It’s hard to interpret meaning when all you see are characters,

images, and formatting.

Context is critical.

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Web 1.0 – Linking DocumentsWeb 2.0 – Linking PeopleWeb 3.0 – Linking Data

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Web 3.0 – Linking DataAlbum Title

Price (in USD)

Media Format

AlbumCover

Band Name

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Web 3.0 – Linking DataAlbum Title

Price (in USD)

Media Format

AlbumCover

Band Name“I see: things + relationships. This is about a collection of music.”

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Data connected by…

URI Links!!

http://www.example.com/document.filetype#thing

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CONTENT FOR HUMANSCONTENT FOR MACHINES

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What a webpage without machine-interpretable code looks like…

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What a webpage with machine-interpretable code looks like…

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We’ve seen this dynamic before!

Human Readable

Machine Interpretable

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We’ve seen this dynamic before!

Human Readable

Machine Interpretable

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What Kind of Data Are We Adding?

• Semantic Data – communicate meaning• Structured Data – follow a formal structure• Linked Data – linked by URIs

Smart Data!!

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WHO’S USING THESE WEB STANDARDS?

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• Healthcare / Life Sciences• Financial Services• Manufacturing / Retail• Marketing, Advertising• SEO/SEM• Libraries• Archives• Museums • Governments• Enterprise Software Vendors

Who’s Using Them?

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Who’s Using Them?

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Who’s Using Them?

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Who’s Using Them?

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2010April21

What it Looks Like

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• Activities• Businesses• Groups• Organizations• People• Places• Products and Entertainment• Websites

OGP is used to Describe…

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Who’s Using Them?

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2011June

2

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What is schema.org?

“…A collection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major search providers.”

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e.g. Product Markup

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What it looks like

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Based on a sample of 12 billion web pages:

• ~5 million domains (6% of domains)

• 15 billion entities (i.e. “things”)

• 65 billion semantic statements

• 2.5 billion pages (~21% of pages)

-Reported in an August 2014 SemTechBiz Keynote by R. V. Guha, Google Fellow

Schema.org Adoption

31% of pages (Dec. 2015)

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What is schema.org?

“…A collection of schemas, i.e., html tags, that webmasters can use to markup their pages in ways recognized by major search providers.”

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Connecting THINGS not STRINGS!

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2012May16

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What it looks like

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e.g. TV Episode Markup

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What it looks like

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What it looks like

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What it looks like

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CAN A SMALL BUSINESS BENEFIT?

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LorisLabradors.com

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LorisLabradors.com – Before

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LorisLabradors.com – After

MapContact InformationReviewsSocial Media Profiles

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LorisLabradors.com – After

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PremierConstructionIL.com

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PremierConstructionIL.com – Before

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PremierConstructionIL.com – After

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PremierConstructionIL.com – Projects

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DATAVERSITY.net – Articles and Events

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PITFALLS

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Growing Pains

• Immature tools available

• Lack of understanding/misinformation

• Meaning is difficult to automate

• Vocabularies change.

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• Global companies showing as local

• Old data conflicts

• Entities mismatched to concepts

Feeling the Pain

Incorrect signals are being sent to machines.

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SCHEMA.ORG IS NOT THE ONLY ONE

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Linking Open Data ProjectMay, 2007

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September 2011

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August 2014

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Wikidata is a project of the Wikimedia Foundation: a free, collaborative, multilingual, secondary database, collecting structured data to provide support for Wikipedia, Wikimedia Commons, the other Wikimedia projects, and well beyond that.

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Data from these trusted sourcesis available for you

to use in your applications TODAY.

Data you can LINK to.

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Semantic Data that is machine READABLE.

…and machine INTERPRETABLE!

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FUTURE PROOFING

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2009Feb18

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Consuming the Data

2009Feb18

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Consuming the Data

2012

May

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Questions? Operators are standing by.

THANK YOU!

[email protected]@EricAxelhttp://linkedin.com/in/ericfranzon

Are youbeing seenin the Web?

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Resourceshttps://flic.kr/p/6krdsMhttps://flic.kr/p/p9jiDKhttps://flic.kr/p/3q8afLhttps://flic.kr/p/brJs4Ghttps://flic.kr/p/78rsTchttps://flic.kr/p/bpSeR2https://flic.kr/p/pQcWQthttps://flic.kr/p/daKwMLhttps://flic.kr/p/8bpMhFhttp://www.flickr.com/photos/dawnmanser/3532853278/http://www.flickr.com/photos/artolog/3983764041/http://www.flickr.com/photos/97964364@N00/59780745/https://flic.kr/p/p1FYTdhttps://www.flickr.com/photos/andrikoolme/32123136165https://www.flickr.com/photos/bjtechnewsphotolibrary/31231185724https://www.flickr.com/photos/corrafig/30320040075/